Castle Lite partnered with Student Village to increase brand engagement with students and drive ticket sales for Republic of Extra Cold events. The campaign involved signing students up as citizens of the Republic of Extra Cold online and having "ministers of education" visit campuses to take selfies with students for a chance to win tickets. WhatsApp groups were also used where students could enter by sending pictures showing their presidential look or speech. The campaign reached over 39,000 accounts on social media and engaged close to 15,000 users on Facebook. It was successful in driving ticket sales and awareness for the events within three weeks during a busy exam period.

1. REPUBLIC OF EXTRA COLD CAMPAIGN
A CASE STUDY BY STUDENT VILLAGE 2015
A case study by Student Village 2015

2. CASTLE LITE NEEDED
STUDENT VILLAGE TO
INCREASE THEIR
BRAND ENGAGEMENT
WITH STUDENTS AND
DRIVE TICKET SALES
TO THE REPUBLIC OF
EXTRA COLD EVENTS
IN AN ENGAGING
WAY.
THE APPROACH
A case study by Student Village 2015

3. CASTLE LITE WANTED STUDENT VILLAGE TO…
SIGN STUDENTS UP TO BE CITIZENS OF THE REPUBLIC OF
EXTRA COLD VIA WWW.CASTLELITE.CO.ZA
CONNECT WITH STUDENTS THROUGH A CLEVER AND
ENGAGING MECHANIC
CREATE AN ENGAGING MECHANIC TO GIVE AWAY AN EXPERIENCE TO
THE HOMELAND EVENT ON STANLEY ISLAND IN PLETTENBERG BAY
A case study by Student Village 2015
INCREASE AWARENESS AND PROMOTE THE EMBASSY EVENT
AT NASREC AND REPUBLIC OF EXTRA COLD
DRIVE TICKET SALES TO THE EMBASSY EVENT AT NASREC

4. THE ENTRY MACHANISMS WERE
SUITED TO STUDENTS ON THE GROUND
AND THOSE WRITING EXAMS. THEY
COULD ENTER ON CAMPUS OR VIA
WHATSAPP.
CONCEPT AND APPLICATION
A case study by Student Village 2015

5. ON THE GROUND
A case study by Student Village 2015
THE AMBASSADORS WERE DRESSED AS
“MINISTERS OF EDUCATION” AND STUDENTS
NEEDED TO FIND AND TAKE SELFIES WITH
THEM AND POST TO SOCIAL MEDIA IN ORDER
TO ENTER THE DRAW.
STUDENTS WHO BOUGHT
TICKETS TO THE CASTLE
LIGHT EMBASSY EVENT
STOOD A CHANCE OF
WINNING TICKETS TO THE
REPUBLIC OF EXTRA
COLD HOME LAND EVENT
AT PLETTENBERG BAY.
OVER A THREE DAY
SPAN WHERE
IMAGES WERE
LEAKED, HINTING
ON SPECIFIC
LOCATIONS WHERE
AMBASSADORS
WOULD AWAIT
STUDENTS ON
CAMPUSES.
STUDENTS WHO
DIDN’T HAVE
TICKETS TO THE
EMBASSY EVENT,
WERE ENTERED TO
WIN THESE
TICKETS.

6. SOCIAL MEDIA
A case study by Student Village 2015
WHATSAPP GROUPS WERE CREATED FOR THE
DIFFERENT REGIONS WHERE STUDENTS SENT
PICTURES OF THEIR BEST PRESIDENTIAL LOOK
OR A PRESIDENTIAL SPEECH TO WIN TICKETS TO
THE REPUBLIC OF EXTRA COLD EVENTS.

7. THE CAMPAIGN
REACHED OVER
39,000 ACCOUNTS
AND GENERATED
OVER 215,000
IMPRESSIONS ON
TWITTER
CLOSE TO
15,000 USERS
WERE ENGAGED
VIA FACEBOOK
RESULTS
A case study by Student Village 2015
STUDENT VILLAGE
WAS COMMENDED FOR
CONCEPTUALISING AND
EXECUTING THE
CAMPAIGN WITH
OUTSTANDING RESULTS
IN THREE WEEKS, AND
THIS DURING A TIME
STUDENTS WERE ABOUT
TO HEAD ON HOLIDAY
183
55
108
155 172
86 100
0
100
200
TUT UKZN H VUT
NWU
Mafikeng WITS UCT whatsapp
ON CAMPUS & WHATSAPP GROUP SIGN UPS

8. FIND MORE CASE STUDIES @ WWW.STUDENTMARKETING.CO.ZA
CONTACT US @ SALES@STUDENTVILLAGE.CO.ZA
19 WEST STREET, HOUGHTON, 2198, JHB / PO BOX 432, MELROSE ARCH, 2076
A case study by Student Village 2015