Tomy Takkies partnered with The Morning Rave and The Robin Hood Foundation to host a shoe drive, asking fans to join the early morning dance event, which took place at 8 Morrison Street, Riverside, in Durban, South Africa, and donate a pair of their used shoes. In turn, those who donated their shoes received a new pair of Tomy Takkies in return.
The Robin Hood Foundation, as part of its “Choose Your Shoes” program, takes these donated shoes, which they ask to receive in good condition, in order to provide them to orphans and disadvantaged children who would not otherwise be able to afford them. The Morning Rave event provides an early-morning party experience for participants, with good music, healthy drinks, bright colors and a lot of positive energy.
An additional aim of the event was to build brand awareness and loyalty, helping to reposition Tomy Takkies in the market, making it more relevant and aspirational to its audience. Coverage of the event on social media pages saw impressive results, with more than 1.5 million impressions, and one of the videos posted to The Morning Rave’s Facebook page received almost 28,000 views.
In addition, visual elements at the event itself, including banners and posters, along with changes to the layout of the Tomy Takkies store, helped to give customers a new idea of the brand. Customers also appreciated the brand’s efforts to make a contribution to some of the area’s less-fortunate children, and Tomy Takkies has now been contacted by other organizations to host similar events at shopping malls in the future.
Hayden Nortje, acting brand manager, commented: “The event was a huge success, giving Tomy Takkies amazing exposure as well as generating talk and conversations about the brand. The crowed turnout was amazing even though it was our first time hosting such an event. I enjoyed the initiative too, as we were able to give back to the community.”