The BCom Honours Marketing Management class of 2022 had the opportunity to work alongside
Veldskoen on a unique and exciting project to launch a new type of female shoe for the brand. Veldskoen entered the market in 2016, when Nick Dreyer and Ross Zondagh decided to step it up and make the traditional veldskoen, colloquially known as ‘vellies’ (meaning
field shoes), more attractive with brightly coloured soles and laces, which today has become Veldskoen’s trademark look.
The brief to the students was to develop a campaign to launch a Veldskoen version of a new type of shoe for the female consumer, on a very limited budget, with no pre-existing content. Students were encouraged to use an omni-channel approach, leverage the brand’s existing audience for publicity, and suggest relevant collaborations with other brands to maximise reach and gain new audiences.
On Wednesday, 7 September 2022, the Marketing honours students presented their recommendations via Zoom to a panel consisting of the Cape Town-based Veldskoen team (CEO Nick Dreyer, Creative Director Anna Greenfield, and Marketing and PR Coordinator Freya Bell-Dreyer), as well as the module lecturer. Each team brought unique ideas to the fore and had an opportunity to receive insightful comments and feedback from the very experienced panel, that would stand them in good stead for the world of work. Initially, there was only going to be one top team, but after the presentations, the panel felt that there were in fact two top teams.
Campaign mood board by the Perfect fit team
The first team, Perfect Fit wowed the panel with their practical and implementable idea of collaborating with female-owned flower shops, while the second team, SOLEful, recommended an impressively comprehensive digital campaign with exhaustive metrics. Each member in the top two teams received a brand new pair of Veldskoen shoes in their preferred coloured soles.
Social media campaign outline by the SOLEful team
The students gained invaluable insights from this client challenge that could be used in future projects. They were overjoyed to have worked on such a reputable local and global brand, and even more so to have worked on such an exciting brief for the specific client. This was evident, as aptly pointed out by one of the students: “Veldskoen was an extremely fun client to work with, because they were open to so many ideas and encouraged students to think out of the box.”
Top two teams with their Veldskoen prizes.
Back row, from left: Lindile Jabavu, Kudzai Nachito, Melissa Pretorius, Taskeen Sheik Ahmed, Mvelo Nkosi, Mieke Pienaar, Elizma van Zyl and Marlie Viljoen. Front row, from left: Owami Mkhize, Pako Nkadimeng and Thabiso Mabula.
Top two teams with their Veldskoen prizes.
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