The aim was to Promote the "I Vote South Africa" initiative. An initiative that encourages the youth to vote in the South African general elections.

The promotional element was simply a Cinema activation.

Through the use of our Cinema space we could promote this initiative in a way that would be surprising to viewers in the cinema.

With South Africa’s disillusionment with the political status, voter numbers were dropping in all age groups, especially in first time voters with only a mere 22.2% of them registering to vote. The aim was to target the youth and give them a reason to vote. Cinemark owns Ster Kinekor, South Africa's largest Cinema/movie chain. Cinemark wanted to support the “I Vote South Africa” campaign and address the lack of interest, particularly from the youth and because Movies and youths go hand in hand. They challenged us by saying, the more disruptive the idea, the bigger difference it could make.

The cinema activation was very well received, not only among the youth, but everyone that was exposed to it.

Prior to elections a poll calculated that 60% of the youth were not registered to vote and a further 23% of registered said they would not vote. Our commercial unfortunately only started running 2 weeks prior to the elections so couldn't change the non registered voters but instead of 23% registered voters who said they would not to vote only 13% of them did not vote.

That's 10% or 684 800 voters who voted in the elections that might not have.

The campaign was sponsored by Cinemark who is South Africa's largest Cinema/movie chain. With over 54 cinema complexes including over 400 screens and 63 000 seats.

Our activation ran at every single one of these cinemas in every movie throughout the day for 2 weeks prior to the South African elections.

With such great reach it was possible to connect to so many youths.

The original plan was not adapted at any stage.