The 1430 Cooler brand was seeking to penetrate the South African market with a strategic positioning within the vibrant South African urban music scene, currently pioneering a movement on the continent and beyond. Fixer was commissioned to develop a brand positioning strategy with a tactical execution plan to connect the target market and the 1430 brand. Enter the Circa 1430 0FFB3AT$ S0UNDCLA$H campaign; where we developed a sub brand and competition mechanic which positioned the brand in an authentic and meaningful way, integrating 1430 Cooler into popular culture.

0FFB3AT$ S0UNDCLA$H launched its inaugural campaign with a mix tape competition, run nationally, celebrating the phenomenon of the bedroom producer. Aspiring producers were able to enter their mixtapes which were adjudicated by both public vote and a panel of respected judges in DJ Switch, DJ Ngamla & Aux Womdanso. The campaign was anchored by fashion and lifestyle influencer Rolo Rozay who, along with the judges, featured in a series of content marketing videos to drive campaign awareness and promote the 1430 Cooler brand.

The grand prize was a full bedroom studio set up, paid gigs at participating venues, along with further hardware and software training. The panel of judges also provided a year’s mentorship to the final winner, the 0FFB3AT$ S0UNDCLA$H competition mechanic proved a huge success, turbo charging sales, creating brand relevance and immediate impact with the target market. Fixer provided a turnkey service from research and ideation to tactical execution and full campaign management.