Issue 297 | Week 1 | October 2015
Mr Price Denim Reaches Joburg Youth Through Guerrilla IMC

Mr Price Denim briefed Guerrilla IMC to help them reach the hip, Joburg youth market and tap into the optimistic energy that's pouring into the streets of Braamfontein and the surrounding areas. The solution was a collaboration with digital marketing pioneers Vicinity Media and start up transport company Jik'eJozi Tuk Tuks.

Opening an exclusive 'pop-up shop' in Juta street, Braamfontein, the epicentre of the Jozi urban renewal, was the perfect way to reach this audience. To get the store noticed, they offered free Tuk Tuk rides from Johannesburg's most vibey areas: Braamfontein, Maboneng, Marshalltown, Newtown and Doornfontein to the Pop Up Shop. They fitted each vehicle with a powerful mobile Wi-Fi router and delivered location based messaging onto the free Wi-Fi landing pages, communicating the one-of-a-kind fashions available at the store. 

Users could log onto the free Wi-Fi, get a location based message from Mr Price, then use the free Wi-Fi to hail a nearby Tuk Tuk and grab a free ride to the shop. Free transport and free Wi-Fi - it was no surpise that Mr Price had an instant hit on its hands. The popularity of the ride to the store was such that they had to start booking clients in advance for their free trips from all over the CBD. Within five days, they were averaging well over 100 trips a day.

The Tuk Tuks and the sponsored Wi-Fi solution meant Mr Price literally owned the streets of Braamies for the month of May.

GUERRILLA IMC  (+27 11) 021 8347