To encourage weight loss for men around the period of the Rugby World Cup 2015.
The targeted consumers are South African male rugby enthusiasts, especially those with some extra weight around their stomachs. The shoppers are a combination of the consumers as well as their spouses or partners.
Angle Orange worked closely with Catapult Media and Gambit Films to produce a TVC which aired during the rugby matches to illustrate the achievable results obtainable by using the “Herbex Fat Burn products for Men.” In conjunction with Catapult Media and Gambit Films, we produced a TVC using pre-recorded footage of an actor, showing the potential results of the product, alongside a 3D animated character of a female springbok named Bessie. The combination intended to motivate purchase decisions in male audiences, “bokkie” being an affectionate nickname in South African slang. As the South African Rugby team is known as the “Springboks” the pun added a humorous tongue-in-cheek approach the common challenge of losing weight.
The TVC become well know across South Africa within a very short period of time and also resulted in a substantial increase in sales nationwide.