Description
Challenge.
The challenge was to communicate the refreshed appeal of Wheel of Fortune
South Africa, reintroducing the beloved TV show to a mass-market audience on the national broadcaster. The goal was to highlight the transformative power of one lucky spin—how a single moment on Wheel of Fortune can change lives forever.
Insight.
Our approach was informed by a cultural insight unique to South African communities: the phenomenon of envy and scepticism surrounding overnight success. In local contexts, when someone suddenly acquires wealth, it often sparks rumours and speculation. From whispers of 'money snakes' and 'wealth rats'—supernatural entities said to bring riches—to outright accusations of unconventional means, newfound success is often met with suspicion rather than celebration. This insight became the foundation of the campaign, offering a relatable and culturally resonant narrative.
EXECUTION.
Radio remains a dominant medium in South Africa, with around 80% of the population tuning in weekly, making it a crucial channel for mass communication.
The radio and audio campaign focused on the scepticism and intrigue surrounding individuals who come into wealth, playfully referencing the mythical 'money snakes' and 'wealth rats' often mentioned in local stories. We juxtaposed the disbelief and envy of sudden wealth with the legitimate, life-changing opportunities offered by Wheel of Fortune South Africa. The message was simple: there’s no mystery, no myth, and no magic behind your big win—just the thrill of spinning the wheel and earning your fortune through sheer luck and determination.
This professional campaign titled 'Rich-Hate For What?' was published in South Africa in February, 2025. It was created for the brand: Wheel of Fortune, by ad agency: Distrikt 9. This Audio medium campaign is related to the Media and TV and Streaming Promos industries and contains 3 media assets. It was submitted 2 days ago.
Credits
Agency: Distrikt 9
Client: Primedia Studios
Head of Marketing: Lindiwe Hani
Producer: Tshepho Tsotetsi
Account Management: Lebohang Mthimunye, Duduzile Hlatshwayo
Strategy: Thule Ngcese
Producer: Tlotleho Mohlahlane
Recording Studio: The Audio Guys
Executive Creative Director: Thule Ngcese, Sifiso Nkabinde
Art Director: Bonolo Diseko, Kebaabetswe Sebola
Copywriter: Thule Ngcese, Umlabalaba, Katlego Kotu
