Atmosphere was tasked with amplifying Game’s winter messaging via an integrated communications approach. Taking the new COVID-19 retail normal into consideration, we conceptualised an innovative campaign to spread musical joy to keep the winter – and lockdown – blues at bay, and support local artists in the process!

See videos below:

Beat the winter blues with Nhoza on Facebook

Beat the winter blues with Arno Carstens on Facebook

 

The Challenge

The challenge was to come up with an idea to engage customers and keep Game top of mind. We also needed to keep within the confines of lockdown logistics and appropriate messaging for COVID-19 crisis. We needy a nifty campaign that would cut through the clutter and spread some good cheer in a time of immense uncertainty. Cue the music!

The Idea

Winter is the time of the year when we lose our sense of motivation, days are shorter, nights feel longer, getting out of bed becomes more difficult and the cold makes us feel blue. COVID-19 has only intensified these feelings. And the whole experience of shopping has dramatically changed too. Now queues, social distancing, sanitizing, masks and more are part of the new normal. We decided to put a spotlight on the relatable feelings of winter blues. We tapped into the campaign messaging that at Game you can ‘beat the winter blues with unbeatable deals to warm the soul’. And then we got creative! What better way to spread good vibes than through music? With all concerts cancelled due to the lockdown, streaming performances became the only way for artists to stay connected with their fans and generate an income. In light of this, we tapped into the opportunity to help the industry by creating a platform for musicians to do what they love and spread some much-needed joy. We got innovative with the platform we used and combined a hybrid ‘phygital’ approach to Beat the Winter Blues.

The Solution

In a bid to keep the nation’s winter blues at bay, we partnered with some of the country’s most loved talent – including Ard Matthews, Nhoza Sitsholwana, Arno Carstens and Nhlanhla Majozi – to bring music to Game’s loyal customers through the first-ever Beat The Winter Blues virtual music festival. Adding to the online Beat the Winter Blues virtual music festival, we partnered with a selection of talented, local buskers to play live music in-store – all while strictly adhering to Game’s COVID-19 health and safety protocols. The aim was to make standing in queues more bearable by adding some musical distraction to the experience. To encourage people to engage on social media, one lucky follower stood the chance to win a private Zoom show by their favourite artist, by commenting their favourite song and including the hashtags: #GotGame and #WinterBlues. Game also launched a downloadable #WinterBlues playlist on Spotify to spread the happiness to homes.

The Results

Expresso interviewed all the artists, providing them with a platform to talk about how COVID-19 impacted their industry and the importance of brands stepping up to help. Select entertainment media also covered the story. The virtual shows were very well received by all who watched. The average engagement rate was 7%, with 20k engagements across all four events. We reached over 440k people on Facebook. Over three weekends, we had a variety of buskers in stores across Cape Town, Durban and Johannesburg. The store managers, employees and customers all had positive feedback that the music created a pleasant shopping environment. Over the period, sales increased.

    atmosphere logo