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BevCo’s energy drink, Reboost, takes Bronze at New Generations Awards

Reboost kept Mzanzi moving over winter - and won Bronze at the New Generation Awards while doing it.

Every blue collar worker has a story to tell of tough times, especially in the wake of the pandemic. Times are particularly tough for the early risers and the late finishers, whose jobs more often than not require demanding physical strength and energy. As South Africa was gearing up for an icy cold winter, The Beverage Company (BevCo) decided to heat things up with a unique campaign to support our country’s valuable workforce.

Reboost, BevCo’s affordable, proudly South African energy drink that gives power to the people, introduced 2 limited edition winter flavours – Mango Chilli and Cherry Plum Cinnamon. These two limited edition flavours were designed to warm consumers up and encourage them to keep moving throughout the harsh winter months.

Along with the innovative new flavours, Reboost also partnered with Massiv Metro, a hybrid digital radio station. This partnership assisted with delivering authentic content and music to the commuter market in Gauteng with a 4-part podcast series to motivate and inspire them on their daily commute.

After extensive research, it was revealed that the majority of the Reboost target market travel via taxi 5 – 6 times per week, with an average of 24 minutes dwell time in taxi ranks, and 56 minutes spent in a taxi commuting per day. These commuters also showed a high propensity for listening to, and downloading, podcasts during their journey considering that most taxi ranks and taxi's offer free Wi-Fi solutions. For us it was the natural choice to conceptualise a digital campaign that was relevant, easily accessible, downloadable and shareable.

"We Move Radio", a podcast series, moderated and hosted by legendary Kwaito star Zola7, led the series interviewing Demi Demi, internet sensation known in Mzansi for his motivational content and DBN Gogo, female DJ, known for her achievements and efforts in a male dominated industry.

Each episode, which ran from July to August was themed accordingly to motivate the audience:

  • Episode 1: Hard Times with Demi Demi
  • Episode 2: Hush your Haters with DBN Gogo
  • Episode 3: Push your Passion with DBN Gogo (Women’s Day Edition)
  • Episode 4: Keep your Focus with Demi Demi

“We Move Mzansi” was broadcast on Massiv Metro between 6-9am and again from 3-5pm – the prime time to engage a captive audience on their morning and evening commutes. The campaign was supported by radio adverts introducing the new flavours and podcasts, as well as an extensive social media campaign where fans were teased about the new variants launch and challenged to guess the new flavours.

“We live in an age where your brand story is the most effective way to engage an audience,” says Justine Lee, Marketing Manager at BevCo. “Reboost has done just that by sharing a high-quality, immersive and thought-provoking podcast that echoes the brand sentiments, look and feel.” Running from 16 June to 21 September, the campaign was a resounding success. Massiv Metro loved the series so much they gave the campaign over R217 000 in added value and extended the reach by sharing the series on The Voice of Tembisa during DJ Sbu’s show (Over 840 000 listeners) and Pheli FM (Over 28 000 listeners per month).

Here’s some other incredible numbers that secured the award for the much-loved brand:

  • 89% - The average completion rate per episode for the campaign, most podcasts lose 20 – 35% of their listeners at 5 minutes.
  • 2 000 – The number of podcast downloads in 30 days, well over the average podcast download benchmark of 141 downloads within 30 days

“This campaign is a great example of how brands can push the boundaries and how they can reach their audiences through deliberate and engaging content outside of the norm. The response to these two new flavours has been overwhelming that we have decided to make them a permanent part of the Reboost range”, concludes Lee.