'Project Trapped'

Social experiment sees celebrities locked in hotel room for 5 days.

South Africa - To sell an immune booster, Saatchi and Saatchi South Africa have teamed up with comedic duo Derick Watts & The Sunday Blues (Nic & Gareth) to create a hilarious interactive campaign for Efferflu C Immune Booster, dubbed Project Trapped.

The activity features the duo mistakenly embarking on the holiday of a lifetime only to discover that they’re going to be locked in a hotel room for 5 days as part of a social experiment created to dramatise how Efferflu C Immune Booster helps keep you healthy, so you can stay in play, without missing a single moment of your exciting life.

“Not only is the daily content being produced hilarious but it is also based on crowd-sourced suggestions for things for the duo to do from our #projecttrapped followers,” says Executive Creative Director at Saatchi & Saatchi, Gavin Whitfield.

Whitfield explains that the campaign has simple ingredients, which make it engaging; a great prize (holiday of a lifetime valued at R60 000), a simple entry mechanic (just tweet a suggestion), reasons to stay engaged (entertaining content, spot prizes and user influence) and a clear link to the product (don’t get stuck inside, strengthen your immune system with Efferflu C). 

“The tweeted suggestions from the public on things that Derick Watts & The Sunday Blues should do to entertain themselves have been rolling in since Monday and the new daily episodes are being uploaded to the YouTube channel,” he says.

“So far the suggestions have seen them waxing their armpits, enjoying a bubble shower, impersonating each other and playing with sock puppets, whilst always being reminded of the things they are missing out on. There’s even talking toilet paper! So far, so good,” he concludes. 

All episodes can be viewed daily on the YouTube Channel: https://www.youtube.com/user/wearethesundayblues

For more information visit: www.projecttrapped.co.za or join the conversation: https://www.facebook.com/EfferfluCImmuneBooster  and @efferfluC @derickwatts #ProjectTrapped on Twitter.


Client: PharmaDynamics
Brand: Efferflu C Immune Booster
Type: Integrated Campaign / Web Film
Agency: Saatchi & Saatchi, South Africa
Executive Creative Director - Gavin Whitfield
Associate Creative Directors - Yvonne Hall & Mimi Cooper
Producer - Chantel Kriel
Digital Creative Director - Alan Cronje
Digital Art Director - Myka Hecht-Wendt
Social Media Community Manager - Madre Roothman
Business Unit Director - Kay Orlandi
Integrated Producer - Robyn Silverstone
Digital Business Unit Director - Mkhuseli Mancotywa
Account Manager - Charlotte Grey
Senior Front-End Developer - Jason Walter
Head of Development - Shaheed Samsodien
Developer - Barry Roodt
Designers - Sarita Immelmann & Marcelle Labuschagne
Digital Copywriter - Munnike Geldenhuys
Head of Paid Media - Adam Mitchell

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