Eskort’s “Go Springbox” billboard campaign ingeniously misspelt the South African rugby team’s name, sparking humour, conversation, and widespread engagement.
Johannesburg, South Africa (16 August 2023) – In the world of advertising, clever campaigns that capture attention and spark conversation are like gold dust and South Africa has recently witnessed a stroke of marketing genius with Eskort’s “Go Springbox” billboard.
It’s safe to say that this might just be the cleverest marketing campaign of 2023.
The story begins with the beloved South African national rugby team, the Springboks, embarking on their journey to the World Cup in France. As they took off from OR Tambo International Airport in Johannesburg, a billboard emerged in the vicinity that caught the eyes of passersby.
The billboard read, “Go Springbox! Love Eskort,” accompanied by the South African flag.
What makes this campaign stand out isn’t just its message but also the way it playfully teases grammar enthusiasts. The deliberate misspelling of “Springbox” instead of “Springboks” has set tongues wagging and keyboards clacking. South African grammar sticklers have found themselves engaged in a light-hearted debate, creating a wave of conversation across the nation.
Here’s why we think the campaign is so clever.
Timing – At the heart of Eskort’s brilliance lies their keen sense of timing. Placing the billboard around the time the Springboks departed was a strategic move that has resulted in a remarkable synergy between the campaign and the event it supports (or might be supporting). It’s a prime example of seizing the right moment to make an impact.
Humour – Humour, as they say, is the universal language that bridges gaps and fosters connections. Eskort’s witty wordplay not only elicits a chuckle but also leaves an indelible imprint in the minds of viewers. The marriage of humour and brand message creates a memorable and positive association, precisely what every marketer aims for. This clever use of humour can lead to a lasting connection between consumers and the Eskort brand.
Cultural Relevance – What’s even more remarkable is that Eskort isn’t an official sponsor of the Springboks. This ingenious campaign didn’t require a financial commitment to the team, yet it managed to tap into the fervour and passion associated with rugby in South Africa. By not explicitly mentioning rugby, Eskort allowed social media users to fill in the gaps and assume that the message was directed at the Springboks. This resulted in an organic and genuine buzz around the campaign.
Social Commentary – The “Go Springbox” campaign is a prime example of a marketing effort that has captured the collective imagination of South Africans. It’s become a topic of discussion, fueling conversations in offices, coffee shops, and online forums. It’s even made front page news! This level of engagement is a marketer’s dream come true – the campaign has become more than an advertisement; it’s become part of the cultural dialogue.
And here’s what we think is actually going on.
We don’t have any “insider” information. This is just a hypothesis but Spring is on the way and after scrolling through Eskort’s social media, we’re guessing this has something to do with their hampers.
“Springbox” could be a very clever play on words, with a nod to a “Spring Box,” opening up the possibilities for an exciting hamper promotion. The company’s reputation for delivering delectable “boxes” to influencers and celebrities adds a layer of anticipation. Check out the photo below from a recent “pork it” campaign.
Either way, it’s safe to say that Eskort has successfully turned this campaign into a tantalizing cliffhanger.
by 