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TECNO – Spark Your Hustle Campaign


This campaign was about shining light on the talented creatives of Msanzi looking to SPARK their hustles. With a stage to flex those creative ambitions and a hustle partner (the SPARK 8C) that provided the foundation for them to take their dreams to new heights – we saw hustlers and their businesses getting the kickstart they deserve.

Creative Ask:

TECNO Mobile tasked Live Communications to run a creative 360 campaign that launched the SPARK 8C and POP 5 LTE devices into the market by tapping into the creative attributes of the young at heart South African target audience. The campaign ran from the 18th of May to the 15th of June 2022.

The target market is constantly grinding and creating new ways to hustle and provide a better life for themselves and their loved ones. A culture that appreciates hard work, living your truth and encouraging creativity. Creativity has become a currency for this target market. TECNO supports and understands these aspirations and provides premium and trendy products to help consumers STOP AT NOTHING in making these aspirations a reality.

The campaign needed to leverage TECNO’s technology to build communities by enabling them the ability to explore and express creativity through powerful and affordable technology. Enabling creativity, enables building community.

Creative Solve:

In the spirit sparking creativity, Live tapped into our creative juices. The premise of this campaign was to encapsulate the hustler mindset by targeting youthful individuals who are studying, working and hustling their way into adulthood. They are highly driven slashers who pursue their hustles and passions using social media.

The campaign rollout plan consisted of a Hustle Hub website where people could plug their hustles and stand a chance to win R80 000 that could help them take their side gig into a main hustle. Hustlers had to simply visit the Hustle Hub, register their details and plug their hustles. The Hustle Hub also served as a directory whereby people could browse businesses in their area.

This rollout was further amplified on social media with competition and generic Hustle Hub content through pre-launch, teaser, educational/sales and countdown posts on TECNO social pages. In short, we had CTA content for people to plug their hustles on the Hustle Hub. We also incentivised people to SPARK their hustle and built up to reveal the SPARK 8C device through KSP content. KSP content where significant in highlighting and pushing the key features of the SPARK 8C – with Memory Fusion being the biggest selling point.

We announced the winner of the R80 000 cash prize through an entertaining event that was live streamed.



SOCIAL MEDIA: Facebook, Instagram, Twitter, Influencer content

DIGITAL: Online competition, Google AdWords, Google Display Banners