Mock Campaign for: Loxion Kulca

LOXION KULCA

Is a clothing brand that was founded in 1997 by Sechaba Mogale and Wandi Nzimande, inspired by the urban ‘kulca' (culture) and past history of the ‘loxion' (locations/townships). Their versatile collection of stylish garments also includes beautifully crafted and durable sneakers of different styles fit for different personalities and fashion style preferences - which are the focus of this campaign.

Loxion Kulca is a brand known for influencing a kasi culture, but however – with the rise of technology – the spread of various culture groups and trends seems to arise in the townships and this has become evident through various broadcasting channels like social media and television just to name a few and today we celebrate the versatility of these cultures through fashion!

This is a collage with a collection of Loxion Kulca branded shoes.

   

Observations gathered from a series of interviews with people regarding their association with the brand:

Q

• Do you still concider Loxion Kalca as the clothing/fashion brand of choice?
• Who/what do you associate Loxion Kulca culture?
• What would make you buy Loxion Kulca branded apparel? 

A

• No, I do not wear Loxion Kulca anymore, i dont think it is still relevant to the present day fashion steez
• It used to be associated with Pantsulas and gangsters.
• If the brand became relevant to present day pop culture - like Hip Hop and new age kwaito.

Insights from the observation:

This an organogram that indicates the current insight story and the transition into the ideal insight story after the campaign has gone live.

• People feel like they cant relate to the brand anymore.
• People feel the brand needs to be more relevant with the times and be relateable to current pop culture.

The purpose of this brief  is to help people relate to the brand, and to make the brand more relevant to current pop culture.

Dissecting the KULCA

• Kulca is the way in which a society or a group of people associate with each other
• It is governed by ideas, customs and social behaviours only those who are a part of will understand 

EXPLORING KULCA

• Hip Hop
• Kwaito
• Afropunk
• Skaters
• Afro pop
• Gqom
• Pantsula etc.

Above is a list of a few of the sub-cultures found in the townships of Mzansi.

In each of these sub-cultures we have people who are known as the pioneers or the legends of the Kulca because of their magnificence and talents.

In this campaign – LOXION KULCA  is introducing a  new KULCA:

THE KULCA OF WINNING AND SUCCESS

Target Market: Young and vibrant black youth from the township aged 18 - 35

Problem statement

How can Loxion Kulca help the Youth out there to think that Loxion Kulca is a relevant brand because they currently feel uninterested, in doing so - get them to say : "I need a few pairs of Loxion Kulca sneakers".

Big Idea

There is a legend about how a pair of sneakers in various townships got on the power lines – Loxion Kulca is about to recreate that legend.

THE LEGEND OF THE FLYING SNEAKERS!

Campaign Deliverables

1minute Online video advert series.
Outdoor media Print Ad (Highway Billboard)

Copy for the video series

Various pioneers of Pop culture telling their success story and asking the viewer at the end #WhatsYourLegend?

scamp for outdoor media

This is a scamp for what the Loxion Kulca Legend of the Flying sneakers billboard will look like.

...And that's a piece of the Kasi Pie!