Softline

Background

Softline is a South African entrepreneurial success story, and a household name. With the majority of South Africa’s businesses using one of Softline’s products, whether it is Pastel Accounts or Accpac ERP this will known brand has earned respect and a leading position in the market. The recent acquisition of Softline by Sage PLC has further strengthened Softline’s dominant position and expanded its horizons to include international regions such as Australia.

Challenge

A key date on Softline’s calendar is the Annual Together Conference. 50 executive delegates are invited to a 3 day seminar to discuss high level strategy and network amongst themselves to improve internal processes. It also serves as a platform for colleagues and departments to interact and leverage internal skills and projects that will help them to achieve their respective goals. Brandspank pitched a campaign concept for the conference to Softline and won the contract.

Solution

The campaign concept was Adventure 2010 , supported by ‘discover, experience, explore, pioneer’. The venue for the conference was the Livingston Hotel in Zambia, on the Zambezi river and Vic Falls. Brandspank produced a 4 stage campaign with reveal. The first stage was an email, the second a gift, the third an invitation and the fourth an interactive online experience. The concept and visual language was also applied to conference materials such as notepads, pens, presentations, letterheads, name tags, luggage tags, pull up banners and more. Needless to say the conference was a stunning success and the delegates were hooked from the first communication!