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With the country seemingly up for sale and corruption becoming a national sport, it was understandable that many South Africans feel powerless and frustrated.
MSL was tasked with taking a campaign previously flighted in other countries and making it relevant to South Africans.
MSLGROUP was tasked to launch Dunkin’ Donuts into SA in an extremely competitive local environment, with global competing brands, Starbucks and Krispy Kreme, entering only a few months before.
In 2014, early entrepreneurial activity rate dropped by 34%. 35.5% of South Africans see opportunities to start a business, but 25.4% wont due to fear of failure – GEM SA 2014
MSL was tasked with launching Africa’s first Radisson RED Hotel in SA’s most globally-competitive business and leisure destination – Cape Town – during a time when competing brands were launching in close proximity.
The Samsung Blogger Challenge harnesses the collective power of groups of bloggers participating in Samsung-specific challenges with the support of their communities.