21 ICONS South Africa in conjunction with its proud sponsors, Mercedes-Benz South Africa, will launch a series of activations and exhibitions at various consumer touch points around the country. The events will demonstrate that the project has built an integrated, multimedia platform to impart key attributes and messages of extraordinary South African leaders of the past and present to the public and to connect with local and international audiences.
The first leg of the campaign kicked off on Saturday 22 November at the Cape Town and OR Tambo international airports where promoters handed out copies of the City Press, the projects chosen print media partner, and created awareness and hype about the ‘Me & My Icon’ selfie competition.
The airport activations will continue until Sunday 30 November and Monday 29 December at Cape Town International Airport and OR Tambo International Airport respectively where Season I’s unique short films and exquisite portraits as well as the latest Mercedes Benz C-Class will be on display.
The winner of the ‘Me & My Icon’ competition will emerge from a lucky draw and be given the keys to a new Mercedes-Benz C-Class during the car handover scheduled to take place at The Victoria & Alfred (V&A) Waterfront in Cape Town on 13 December. Supporting competition content will be aired on the V&A Amphitheatre screens ahead of the competition closing date and the Season I short films flighted during the competition period.
Early next year the 21 ICONS project will also be showcased at the V&A for an extensive, full-spectrum indoor and outdoor exhibition.