Integrated Campaign


How do you make a mid-range hatchback the car of South African music lovers? You sponsor the biggest music awards show in South Africa in a very real and exciting way.


The i20 is a car with the best of everything, and our creative solution to promote it in conjunction with the MK awards (a predominantly Afrikaans music channel) was to let music fans create the band with the best of everything: A Superband.


Fans choose their 5-member band from 16 finalists, and the musicians who receive the most votes in the run-up to the big night will get together two weeks before the show, create an original song, perform live on the night of the show, and hand over the keys to a brand new i20 Glide to one lucky voter

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