Hunter’s is the second biggest cider in the world and has been an integral part of South African culture for nearly 30 years. But it’s lost its relevance. Younger South Africans see it as old-fashioned and instead opt for international brands entering the market.
The brand needed to be #trending again. And then, opportunity came knocking. The South African Broadcasting Company announced that it would play 90% local content. The only problem was there wasn’t enough music to fill the airwaves and screens.
So, Hunter’s put their money where their mouth is and made it easier for young hustlers and dreamers to step up. Using the call to arms #StartSomething, they turned each of their media platforms into a stage for people to show the country what they got.
Hunter’s scouted up-and-coming musicians who were teamed up with A-listers EmTee, Tresor and JR to collaborate on three new songs. The experience was exhibited on the Hunter’s website, Youtube channel, Instagram and through weekly live interviews on SA’s largest radio station Metro FM.
Aspiring lyricists were invited to submit their hottest rhymes via Twitter.
Winners were used on designer cans and ultimately in the final songs as well.
The songs ended up as epic music videos and aired on some of the country’s biggest radio and TV stations.
Events, radio spots, billboards, a documentary web series, a magazine and a national television campaign featured the faces and voices of emerging artists and entrepreneurs.
The A-listers also travelled the country giving masterclasses to hungry minds on subjects ranging from exploiting social media, royalties, tax and legal advice to managing your career through its stages. Emerging musos were given the opportunity to learn from and perform in front of the best in the industry.
#StartSomething has become a self-fulfilling campaign.
By using real musicians, dancers, illustrators and entrepreneurs, they helped the nation find its voice, find its audience and ultimately, to Start Something of their own.
