Elements included a two-minute YouTube video, an absa.co.za campaign page, social media content, third party media and radio/TV live reads.

We featured real Springbok rugby players, an ex-team captain, sports personalities and Absa management to add legitimacy to the campaign.

Elements were launched at midnight on 1 April 2014 through digital media, social media content, influencers, public relations and media partners.

We started answering questions via social media channels and engaged with users directly to keep up the ruse.

By 9:00 we announced that it was a joke through digital media, social media content, influencers, public relations and media partners.

By close of business on 1 April, the YouTube video had received over 22,000 views (current: 103,000)

Video trended at number 2 on YouTube South Africa and received over 10 times the normal engagement for Absa YouTube videos.

Campaign featured in 40 countries.

Generated more than 14 million online impressions.

#RooiBokke trended in South Africa and the United Kingdom.

Total PR value of coverage: R4 337,859.

Organic Facebook reach: 37,796 (usually 2 516).

Campaign achieved over 14% of national conversation.

Featured on three local evening news shows.

Featured in top 5 national April Fools’ jokes bulletin.