The promotion is one of the biggest national campaigns the brand has ever launched and was a great success because winners came from all races, age groups and regions. Although it is a national brand enjoyed by a broad range of consumers, its positioning has evolved to a more meaningful expression of masculine reward.
The two grand prize winners of a Nissan Navara had never previously owned a car and were understandably delighted. They are Lionel Mthokozisi Dlamini, a teacher in Ntabankulu in the Eastern Cape, and Loretta van Tonder, an unemployed widow from Twee Riviere Plaas in the North West.
The two winners will not only be using the cars to give their families a holiday break but also to improve their current situations.
When he is not in the classroom, Lionel is a carpenter in his spare time, servicing clients in Kwa-Zulu Natal and Eastern Cape, however he struggles to transport material because he does not have a car. “I always have to ask someone to help me or hire a car to transport the material. Now I can take on more clients from both provinces and make more money for my family,” he explains.
Like him, Loretta has never had the money to be able to buy herself a car and now that the competition has rewarded her with this great prize, she is thinking of ways she can create a source of income, maybe start a business involving using her car.
“The changing Carling man strives to experience new things, aspires to achieve more through constantly seeking and sharing new information so he can grow,” points out Taki Tsanwani, brand campaign manager.
“This man aims for greater financial stability and enjoys watching or playing sport in his spare time with the men in his community being very important to him. This is now a brand that continually questions whether you deserve a reward and these two winners are real examples of South Africans that are striving for a better life for themselves and those close to them.”
