My Ex-Braai Campaign

In 2020, many people underwent a period of reflection about their lifestyle: what to keep and what to let go of. As we entered 2021, there was an urgency to live life to the fullest, seize the day, say goodbye to relationships that had lost their spark – upgrade your life.

Building on this feeling, Magnetic Creative developed the “My Ex-Braai” campaign for Megamaster South Africa

THE IDEA

The campaign prompted consumers to upgrade their braai experience. To add an entertaining element, we likened their relationship with their braai to one with a romantic partner.

Has the flame died? Nothing you do turns it on? There’s just no heat any more?

How do they move on to greener braai pastures? Break up with their old braai. They trade her (or him) in for a newer, younger model. Naturally, the newer model needed to be a Megamaster – and here we gave a not-so-subtle hint that those with competitor brand braais should switch to Megamaster.

Tell us how you would break up with your old braai and get a 20% discount on a brand-new Megamaster braai – and stand to win the ultimate prize of a free braai upgrade plus a hamper of accessories and R2 500 to host a “Braai-gagement” party. To enter, tell us how you plan to let your old braai down easy. Or… will you be brutally honest and show us how it’s done or count the ways it’s let you down in the past?

THE CAMPAIGN ROLLOUT

The campaign ran for one month. We created a reality TV-style campaign video supported by social media posts. Initial engagement came from the universal pain point that “breakups are hard”.

Entrants were prompted to share their best (or worst?) break-up tactics on our social media channels using the hashtag #MegamasterForever.

Each entrant was messaged with a link to a landing page to redeem their discount. This served as a lead generation tool as entrants had to input their email address.