|Campaign: Shining Star. Cash Promotion.|
|The Shining Star theme had been planned to continue, but to add a soccer slant to the graphics to acknowledge the 2010 Fifa World Cup that South Africa is hosting. However given the financial market crisis, and the impact this was having on ordinary South Africans, we decided to remind the consumer about the quality and value they received when purchasing the Toughees school shoe.
In addition Toughees wanted to provide financial assistance to its consumers, so we ran another SMS promotion, but this time offered larger cash prizes.