Always A Good Time

Duduzane Zuma 2022 Tshwane mini-tour

Subcontracted by Soella Events Consultants for Duduzane Zuma’s Tshwane, Gauteng tour. Provided media services: digital documentation, graphic design, and copywriting. Tour aimed at rebranding Duduzane Zuma from son of Jacob Zuma to a political figure, focusing on youth empowerment.

Objective and Context
Rebrand Duduzane Zuma from controversial businessman and son of the divisive Jacob Zuma to a political player with a youth-driven agenda. Navigate creating content that shows him engaging with the youth and outlining political ideals that separate him from his father, whilst also being cognoscente of the political playing field. The tour is a heavily focused on engaging the youth and just as Duduzane climbs out of his father’s shadow, a call for the youth to climb out of their parents’ shadows and vote.

Creative Concept
As a youth-driven and led initiative the tour needed a tagine that would both serve as a subtle announcement of political intent but also a CTA for the youth initiative to vote. For this, we formulated the tagline, “Areyeng!” which translates to “Let’s Go!” in one of the major languages within Pretoria, Northern Sotho. This term inspired by a popular saying amongst youth circles in Pretoria in 2022, stemming from a popular video saying, “Areyeng, ke game” which loosely translates to “Let’s Go, it’s game time.”
This both served as a call-to-action and a directive for the tour’s content: show the movement of the brigade around the city to generate and direct interest in his agenda towards the engagement platforms ie. Radio interviews, Meet-up spots.

The popular Pretoria phrase that inspired the tour’s headline: Areyeng!

Execution and Process

We would post movements of the convoy along with the hashtags #DZ22 and #Areyeng

Results and Impact
Duduzane Zuma’s political intentions were successfully outlined and the first steps towards emancipating his political career from his father’s shadow was introduced. Although legal strife still follows, his public persona is now more palatable than before.

Visual Assets

#AREYENG! – How we used Social media

Social Media was at the forefront of this campaign and we prioritized engagement through social media, primarily Instagram stories. Instagram stories are essential for guerrilla marketing to engage youth due to their ephemeral nature and interactive features. Their disappearing format creates urgency, prompting immediate action. The informal style fosters authenticity, resonating with younger demographics who value genuine connections. Interactive tools like polls and questions deepen engagement, while swipe-up links drive traffic to external sites. Geotags and hashtags enhance discoverability, expanding reach to a broader audience. Highlights prolong the content lifespan, offering comprehensive overviews. Partnering with influencers amplifies credibility and reach among youth audiences and so we partnered with Innocent and Millicent Sadiki who both respectively have 500k+ followers and are well known for their acting roles in South African Dramas to further the agenda. Overall, Instagram stories provided a dynamic platform for guerrilla marketing tactics, enabling us to connect authentically, drive action, and most importantly, engage the youth audience.

We commenced the tour with Duduzane announcing the agenda and had the entire team spread it throughout social media platforms.

A video captured by a bystander