ABOUT

During a period when load shedding was a major part of everyday life in South Africa, Panarottis wanted to drive downloads and sign-ups to its Rewards App, with customers standing a chance to win one of ten inverters.

The human truth: People were frustrated by the constant disruption and were actively looking for ways to keep their lives running when the power went out.

From this came Keep the Lights On, a campaign that connected a highly relevant prize to a very real everyday problem. I developed the big idea and campaign messaging, crafting awareness and conversion copy across Google, Meta and the app, while collaborating with designers to bring the concept to life.

The campaign drove customers in-store and met its loyalty sign-up target, successfully turning a relevant cultural moment into a tangible business result.