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Case Studies

CIPC Rebranding Campaign 2018/19

Repositioning the CIPC Brand

In August 2018, Retrolex Consultancy was appointed as the preferred brand, marketing, and communications supplier for the second phase of the Companies and Intellectual Property Commission (CIPC) rebranding campaign. Over a 12-month period, we delivered a comprehensive strategy to differentiate the newly rebranded CIPC from its predecessor, CIPRO, and to enhance public awareness of its services.

CAMPAIGN OBJECTIVES

Create public awareness about the rebranding from CIPRO to CIPC

Communicate the refreshed brand identity and its new positioning.

Increase visibility and drive usage of CIPC’s services nationwide.

EXECUTION: The ‘Think CIPC’ Campaign

To achieve these objectives, Retrolex developed an integrated marketing campaign under the big idea, “Think CIPC.” This concept emphasised CIPC’s role as a modern, service-oriented organisation. The campaign was rolled out nationwide using a mix of traditional and digital channels to ensure maximum reach and engagement.

CHANNELS UTILISED

Airport Advertising

High-impact placements at key travel hubs.

Billboards

Strategically located across high-traffic areas.

Radio Advertising

Targeted messaging to reach diverse audiences.

Activations & Exhibitions

On-ground events to engage directly with stakeholders.

Digital Marketing

Online campaigns to amplify visibility and interaction.

Key Milestones Achieved

1. Delivered a refreshed brand look and feel that resonated with CIPC’s new positioning.

2. Achieved a total campaign impact of 40 million impressions, significantly increasing brand visibility.

3. Conducted 26 media interviews, generating positive public relations coverage and fostering nationwide awareness.

4. Reached over 4.5 million people regionally through strategically placed billboards.

5. Successfully utilised Gautrain and Airport TV channels to deliver detailed messaging in high-footfall locations.

SERVICES RENDERED BY RETROLEX

Retrolex provided end-to-end marketing solutions tailored to meet CIPC’s objectives:

Brand Communications

Developing cohesive messaging that reflected the new brand identity.

Advertising Strategy

Crafting data-driven plans for maximum reach and engagement.

Creative Services

Designing visuals that captured the essence of the rebrand.

Media Planning & Buying

Ensuring optimal placement across traditional and digital platforms.

Events & Activations

Organising on-ground activations to connect directly with stakeholders.

Production Services

Delivering high-quality content across all media formats.

RESULTS: Transforming Brand Awareness Nationwide

The campaign delivered remarkable results across all channels:

  • Enhanced public understanding of the transition from CIPRO to CIPC through impactful messaging and creative execution.
  • Increased engagement with CIPC services as a result of heightened visibility across multiple platforms.
  • Strengthened CIPC’s position as a forward-thinking organisation committed to service excellence.

CONCLUSION: A Successful Partnership with Lasting Impact

Retrolex’s partnership with CIPC successfully achieved its goal of repositioning the brand while driving awareness of its services across South Africa. Through our strategic approach, innovative execution, and commitment to delivering measurable results, we demonstrated our ability to manage large-scale rebranding campaigns effectively.
The success of this campaign solidifies Retrolex’s reputation as a leader in delivering integrated marketing solutions for government entities in South Africa.

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