THE MADNESS BEHIND OCEAN BASKET’S MAD CHIN CAMPAIGN

The Madness Behind Ocean Basket's Mad Chin Campaign Seafood lovers smashed plates, struck a pose and snapped their best selfies with Ocean Basket's latest creative campaign. Ocean Basket's latest campaign inspired a wave of 'creative expression' with thousands of fans snapping fun selfies in store in the hopes of jetting off to paradise.

The social-media-driven marketing campaign was a fresh spin on the madness and fun behind South Africa's most loved seafood restaurant. To capture the attention of South Africans, four leading local companies joined forces, working together on the campaign. With the creative direction by House of Brave, the digital and social side by So Interactive and the public relations by THE SHED Marketing, the campaign reeled in huge success.

"Ocean Basket was looking to bring back the madness in store - a way to deliver a fun and exciting experience in store that connects people to the brand," says Grace Harding, Ocean Basket Company Leader. "The campaign was built around what people in the Mediterranean do best: celebration, plate breaking and food enjoyment. We wanted our patrons to feel the celebration, energy and passion in store, after all, Ocean Basket is a place where you can be your mad self and break a plate or two while enjoying delicious seafood."

The idea behind the campaign was to spark interest and create a comedic mad vibe in Ocean Basket restaurants across South Africa. And so 'Mad Chin' postcards were born that customers could use in-store to take a selfie. Selfies were uploaded via www.opagreece.mobi to a gallery and voted for. The Mobi application plugged in directly with Facebook and Twitter to increase traction, driving social media engagement through User Generated Content (UGC) and shareable amongst friends and family. The top 50 voted images were entered into a draw to win a trip to Greece.

Ocean Basket chose the largest social media platform - Facebook - to not only promote the campaign but to draw in entries.

"Ocean Basket has a large fan base of over 124 000 Facebook fans, with a good following on other social platforms as well," says Harding. "The rest of Ocean Basket's owned digital platforms contribute to ongoing business in store and a consistent brand message being spread among brand advocates. Using the digital landscape as the direct connection to our target audience was the best way forward to execute this campaign.

" The campaign launched early last month and the winner of the best 'Mad Chin' postcards was recently selected from thousands of entries across the country. A difficult decision indeed (as all the Mad Chin postcards were fabulously mad), the team at Ocean Basket finally narrowed it down to the postcard they thought was worthy of a trip for two to the Hellenic Republic. Enathi Menze charmed the judges with his quirky expression and stylishly long moustache. A mad lover of Ocean Basket in Fig Tree Park, Unathi says he can't wait to get his Opa! on in Greece.