The UN estimates that two indigenous languages disappear every month.

In South Africa alone, there are 11 official languages. 2000 across the African continent. And yet, Autocorrect only recognises only one – English. Try text in your indigenous languages and your words are often mangled beyond understanding.

The challenge for brands in South Africa is to stay relevant not just in a cluttered market, but in culture that changes almost daily - SA is a proverbial melting pot of cultures, traditions, beliefs and languages. In most of Africa, the concept of “de-colonization” deals with a very real problem. For many global brands it’s a challenge. For a proudly South African brand like Savanna, it was an opportunity.

As South Africa’s most-loved cider, we wanted to give South Africans a helpful tool to help them express themselves in their mother tongues.

Hands up if you knew words in Contact Files on mobiles (the text files that store your contacts' names, addresses and details) aren’t checked by autocorrect. They’re treated as names and left unaltered. We made downloadable contact files containing word lists in every South African language. Once installed, the contact files ensured Autocorrect wouldn’t alter words typed in indigenous languages, preserving their original spelling and meaning.

We found a way to hack Autocorrect to allow users to text in their indigenous languages, By simply downloading a .cfv file containing 500 of the most-used words in every language. What makes this idea truly innovative is the subversion of state-of-the art technology. Many innovations in mobile technology involve downloading bulky applications and software. Our tool simply leverages existing keyboard software, by making the contact files available to save instantly at https:/savannacider.com/decolonise

Savanna Cider is South Africa’s biggest and most-loved cider. It is a brand born and raised here and it is a champion of all things South African. It took up the cause to allow each citizen to express themselves in their mother tongue by providing people with an audaciously simple mobile tool. The brand is always in need of fresh ideas that keep it relevant while building on its quirky and unapologetic brand character which has made it one of South Africa’s most loved and iconic brands. This idea speaks directly to Savanna’s core target market, black males and females, 18 to 35 – all of whom have home languages other than English and who operate in a mobile-first world.

We found a way to hack Autocorrect to allow users to text in their indigenous languages by simply downloading a .cfv file containing 500 of the most-used words in every language. What makes this idea truly innovative is the subversion of state-of-the art technology. Many innovations in mobile technology involve downloading bulky applications and software. Our tool simply leverages existing keyboard software, by making the contact files available at https:/savannacider.com/decolonise

The campaign ran for six months across social and GDN, driving downloads on a bespoke mobisite.

With the debates swirling around social media at the time, we intended the campaign to weigh in on the topic of de-colonization and the importance of language in a way that recognized language as a sacred part of our identity. We imagined it would be just a short-term, tactical campaign. But downloads and social buzz have continued long after the idea ceased being promoted.

700 downloads per day during the campaign, across all 11 languages.

Downloads continue despite the campaign having ended a year ago.

Coverage on all major TV and Radio stations.

11 500 000 Media impressions

10.7% FB engagement rate (77x SA industry ave.)

4.1% Twitter engagement rate (50x SA industry ave.)

All for less than $20k media spend.

700 downloads per day during the campaign, across all 11 languages.

Downloads continue despite the campaign having ended.

What’s more, we’ve invented a simple tool with the power to not just help South Africans express themselves more freely, but also speakers of every other language in the world.