For weeks, a bright red wall at the corner of Grosvenor and Bryanston Drive managed to do what few marketing campaigns can: stop people in their tracks. It sparked WhatsApp debates, school run detours, a flood of memes and even got a shoutout on Jacaranda FM. Now, after reaching more than 100,000 people organically and receiving almost 6000 competition entries to guess who is behind the wall, the secret is out: Craft Homes is responsible for the now-famous Red Wall.
The Red Wall campaign, equal parts mystery and mischief, took on a life of its own. First came the speculation. Then came surprise activations by household names like Tabasco and SPAR, turning the wall into a real-world marketing playground. Most recently, it became a site of generosity, hosting a community blood drive with the SA National Blood Service to remind people that not all red is just paint. With 123 successful donors on the day, the initiative has the potential to save 369 lives.
Reinier van Loggerenberg, CEO of Craft Homes, said: ‘The response has been incredible. Not just the numbers – although reaching over 100,000 people with thousands engaging directly is extraordinary – but the emotion. We saw curiosity, laughter, frustration, excitement. We saw people talking to one another. We saw parents bringing their kids to see the latest update on the wall. That level of engagement is rare, and it’s what we set out to create.’
Craft Homes used the wall to build a brand; to introduce themselves to a wider public through intrigue, storytelling and human connection: ‘We wanted people to feel something, to build anticipation and talkability and then use that energy to launch something meaningful. Bryanston Country Estate is coming, but more than that, we wanted people to know who is building it.’
‘This wall is all about changing perceptions. If we can create this much talk with just a wall, imagine what we can do with a neighbourhood.’
CRAFT HOMES
https://www.crafthomes.co.za
