Die Burger


The brief was to increase sales of Die Burger (An Afrikaans newspaper) in selected stores and to get new and existing readers to live our “Get Talking” philosophy.


Our solution: consumers received a free cup of coffee when they purchased Die Burger. We used the shape of the cup and the way people use it to raise controversial issues. Readers could comment on these issues via a text message. The best opinions were published in the next day’s edition.


The result saw sales of Die Burger in these selected stores increased by 25% and thousands of text-message opinions were received.


Work done at DraftFCB.