Kalahari.net is South Africa’s largest online retailer providing the nation with everything from books to DVD’s and electronics. Our objective, in this case, was to dramatize their DVD offering. Our audience is techno savvy and up to date with all the latest trends and happenings. To appeal to our audience we drew inspiration from Christian Bale’s infamous (7 million YouTube hit) rant, brought it to life on radio and used it to promote the movies he starred in – all now available of course at South Africa’s number one online retailer.

Our idea was to bring the Oceanic DVD’s to life in a way that had never been done before. This led us to public swimming pools where, using underwater speakers, we broadcast the sounds of the oceans’ greatest creatures. Swimmers were informed of the Oceanic DVD offers available at kalahari.com with posters on the bottom of the pools.

People had never experienced the haunting sounds of these creatures in the environment in which they were supposed to be heard. The promotion delivered an unforgettable experience for Cape Town swimmers and their shared experiences drove the promotion to achieve its best results since its inception in 2008.