Sanlam’s bubble campaign stood out at this year’s Stellenbosch University Woordfees.
Woordfees (wordfest) 2012 celebrated local talent and Afrikaans with a music festival, drama festival and discussion panels. The event was a great success, with a 35 per cent increase in ticket sales from last year.
Sanlam sponsored the music festival this year, a change from its usual sponsorship of the drama festival. The festival included classical and contemporary music and André Kearns, Sponsorship Manager, says that switching sponsorship has already paid off for Sanlam.
A speech bubble campaign was one of the company’s major drives at the event as a whole. It involved taking photographs of festival-goers in giant speech bubbles reading phrases such as ‘Afrikaners is pleserig’. T-shirts and backdrops also featured speech bubbles and different sayings.
In addition, about 2600 learners and adults were involved in specific activities, which shows that the US Woordfees meets Sanlam’s objectives with regard to education, says André.
The preparation for the 14th US Woordfees has already begun and the festival director, Prof. Dorothea van Zyl, has announced the new theme for 2013 – ‘Hemels’ (heavens).