South African Airways
- Campaign name
- Discover Hidden Africa
- Campaign type
- X Marks The Spot
About this Campaign
As Africa's leading airline, SAA wanted to highlight that they are the best way to discover hidden Africa. The digital marketing team at SAA saw the potential in BeeLiked's X-Marks The Spot campaign and devised an entirely new campaign idea where they photo-shopped a landscape scene in Africa to include branded elements such as their logo, the shadow of a plane and even the outline of the whole African continent.
Each week a new image was presented and SAA's social audience were asked to identify what had been hidden in the image, all for a chance to win a very generous four return flights to South Africa. Those that placed their marker correctly each week were put forward to the final, with the winner announced at the end of the third week.
SAA used X Marks The Spot to highlight their coverage of Africa and drive traffic to their booking pages. After entering the campaign, entrants were encouraged to discover their perfect fare to South Africa and beyond and this was reinforced in an automated email that was sent to each individual. With such a strong prize and unique campaign concept SAA were able to exceed their expected results and were delighted with the outcome.
What's more their campaign achieved 6,646 entries a 59% of page visitors to entries conversion rate, and 48% of people that entered opted into receive marketing from SAA - What a result!