Keep Flying was a spontaneous campaign to motivate South Africans to keep the spirit of the World Cup alive. It was an ‘open-source’ idea spread by our network of partners – production houses, media owners and clients – to their people and their people passed it on to their people. The World Cup showed that there is so much goodwill amongst us, such joy when we come together as one nation. In the end that is its greatest gift to us – that for a blink of an eye, we saw how many South Africans and how much South Africans want to be one.But the World Cup is over, the flags did come down, and we are not likely to have another chance to come together again so spectacularly. Now the change must happen from person to person and organization to organization.

1. First we created an open-source campaign identity with a website portal2. We then developed launch advertising and a brand manifesto3. The idea was pitched to our clients who agreed to use the symbol in their advertising4. We then approached competitor clients who also bought into the idea5. With South Africa's biggest brands on board, we briefed the media, media owners and broadcasters who commited to free media to help launch the campaign and also to place the symbol in their mastheads6. We briefed the top production companies who produced 22 TV commercials to be flighting nationally during the campaign7. Once we had reached critical mass and the campaign drew to a close, we handed over to Brand South Africa and partnered with Lead SA, who continue to 'Fly the flag' in their campiagns.

Keep Flying cost the agency R250,000 in hard cash. It cost an estimated R1 million in staff time alone. But in return for our collective efforts, we achieved the following measurable results (Calculated by C-Cubed Communication):- R5 million in editorial value- R10 million free advertising space- R15 million endorsement exposure- Advertising from 7 agency clients- Advertising from 13 Non-agency clients- 22 television commercialsUnprecedented support from South Africans(Digital stats from Google analytics and agency status reports)In one month we: - Inspired more than 300 companies to Keep Flying- Attracted 31,177 people to our website, from 133 countries- Attracted the support of K’naan- Discovered 2,356 Facebook fans- Answered 5,634 emails - Delivered 3,284 downloads off 69,421 page views- And more than 76,000 (to be confirmed) South Africans to Fly the Flag in a World Record attempt.