A team of four 2nd-year students at The Independent Institute of Education's Vega has made it to the final round of the Capitec Challenge, placing second overall and beating a host of strong senior competition from other schools across the Western Cape.
Capitec wanted to launch their funeral cover in typically unconventional fashion. They bypassed their traditional agencies and took the challenge to Cape Town's leading schools of creativity.
"Capitec wanted to launch a new funeral cover product during the 2018 FIFA World Cup in a manner that would get South Africans talking," says Alexander Sudheim, Senior Copywriting lecturer at Vega.
"Despite the tough competition, the Vega team performed exceptionally well and came a close second overall. This challenge provided students with the opportunity to showcase their acumen, creativity and ingenuity on an engaging real-world brief."
The team, made up of Henko Brand, Jir-Xin Lai, Lauren Ewertse and Nikola du Toit, conceptualised a clever campaign titled #YouCantFakeDeath.
South Africans were encouraged to immediately tweet the name of the player and the soccer game using the hashtag #CapitecChallenge every time a player 'faked' an injury during a World Cup match.
All tweets would be entered into a competition and participants would stance the chance to win a trip to Russia to watch the FIFA World Cup.
Along with the wealth of experience gained, students were given a cash prize of R10,000, and a R50 000 donation for the Vega Bursary Fund on behalf of Capitec.
DID YOU KNOW?
Vega is an educational brand of The Independent Institute of Education (The IIE). The IIE is South Africa's leading and largest private higher education institution and is internationally accredited by the British Accreditation Council (BAC).
Vega's teaching philosophy is built on the mantra of wisdomwithmagic, creating an academic environment that is based on experiential learning where creatives are trained in strategy and strategists in design-thinking. As South Africa's only brand focused school, Vega aims to inspire a new breed of thinkers with the expertise to generate meaningful brand ideas that link business profit to adding value to people's lives.
The IIE Vega students graduate at a work-ready level, with 95% of 2016 graduates employed within 6 months of completing their qualification *includes part-time and freelance positions. Vega was also ranked first in the national Loerie Awards Top Educational Institutions in 2017, maintaining its reputation as a leader in the South African higher education arena.
Students can enrol for IIE undergraduate and post graduate degrees, diplomas, higher certificates and short courses in design, brand communication and brand management, at The IIE Vega campuses across South Africa.