In most African countries extreme sports have a small following and little relevance. In order to credibly infiltrate the market our Energy Drink client (who built their brand on the back of extreme sports), needed to find and capitalize on alternate activities that could be a substitute for conventional “extreme” sports across the African continent.
IGI worked with consumers to identify key subcultures, scenes and emerging activities across 9 African countries. We also identified the key influencers in each new activity and then develop an insight based activation plan.
By identifying the key activities and influencers the brand was able to credibly infiltrate the African market whilst staying true to their brand essence.
IGI worked with consumers to produce photo diaries, snapshots from shopping & home visits & powerful films displaying a united archetypal African consumer.
IGI develop a series of bespoke consumer communities made up of opinion leaders and trend spotters in Nigeria, Kenya, Egypt and The Middle East.
IGI collaborated with a panel of young South African girls in order to experience a day in their lives.
Cape TownUnit 301