Says Lobedu Leo Burnett Managing Director and co-owner of Red Nail, Zeona Motshabi, "We loved the concept and presented it to client, who enthusiastically gave us the go ahead. Recognising that Patrick's inspiration has great potential and the ability to extend beyond traditional advertising, we commissioned Red Nail to build an ongoing campaign with Lobedu Leo Burnett as the client".
The campaign includes billboards, posters, print adverts and radio commercials with a simple payoff line "Life Beckons". There are different radio spots depicting the super rich and private Becks Man's lifestyle – already a cult hit with consumers amused by the droll delivery.
To enhance the campaign, posters encouraging consumers to buy a Becks beer will be placed in licensed entertainment venues. Those who sample the beer and experience the life of a Becks Man, stand to win instant prizes ranging from branded bottle openers, T-shirts and caps, and are entered into a draw to win an exotic island trip for two.
Owlhurst Communications on behalf of Lobedu Leo Burnett
