What does this partnership mean for women in South Africa?
We want to get all the women to use this platform to showcase they are multifaceted, to use this song a s catalyst to express the unseen in them. This will give them the confidence to express what makes them more than meets the eye.
How did you decide on your brand ambassadors for this campaign?
We looked at singers that were truly More Than You Can See, and someone that younger girls look up to as role models. So, pairing up with Lira, Moneoa and Nhlanhla was an obvious choice as they are well known, have many different roles and are often looked up to by the community.
Can you give us more information about the One Night Only Concert?
The concert is an exclusive event that will be held in September in Johannesburg where only winners of the competition will be attending. This will be a night for everyone to come together and enjoy everything that makes them truly feminine while Lira, Nhlanhla and Moneoa entertain them with some of their hits, including the We Are More anthem.
Competition entry mechanic:
1. Buy any LUX 175g bar
2. Dial the unique code found in pack
3. Follow the prompts and enter the last 4 digits of your barcode
4. Stand a chance to WIN double tickets to the One Night Only Concert.
5. Competition ends 31 August 2017. USSD rates 20 cents per 20 seconds. T’s & C’s apply
Strategically, what do you hope to achieve with this campaign?
Times are changing, the discourse of female identity has shifted from external beauty to beauty beyond the surface. LUX believes women are so much more than meets the eye; they are mothers, sisters, wives, business women, leaders, mentors and caregivers. Lux wants to change the way women are portrayed and believes the nation needs to adapt to the changing times, in order to remain authentic, relevant (to the young and contemporary).
Social media handles and website details:
Hashtag: #WeAreMore
Twitter: Lux_SA
Instagram: Lux_SouthAfrica
Facebook: LUXSouthAfrica
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