by Staff Reporter on 22/06/12 at 11:00 am
It was announced on Wednesday night that MetropolitanRepublic was awarded a One Show Entertainment Silver Pencil in the Events and Installation category for their Wimpy Braille campaign, one of only two Pencils awarded this year to South Africa agencies.
The highly publicised campaign which reached audiences worldwide and generated over R5 million worth of PR, both locally and internationally. The campaign was designed for the audience the offering wished to target – visually impairedconsumers. It offered a direct, one to one communication tool where the offering could be discovered through the sense of touch. It involved havingspecial Wimpy hamburgers, with a sesame seed braille message on the top bun, hand-delivered to 15 visually impaired individuals at the three biggest blind institutions in the country. The message read: “100% Beef Burger made for you”. For the recipients it was the first time they could do more than just tastetheir food. They could see it.
The Wimpy Braille Burger campaign has also received a Gold Clio award in the Public Relations/ Special Events category and a Bronze Clio in the interactive/ Email category.
To view video: http://www.youtube.com/watch?v=5YAchE0-o-o
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