The Phenomenal Success of the OK Grand Challenge Promotion

For over three decades, the OK Grand Challenge promotion has captivated Zimbabwe like no other consumer marketing campaign in the country’s history. The promotion has proven its unmatched ability to lift spirits through incentivizing everyday acts of normalcy – like shopping, encouraging stakeholders to participate and celebrate together – even amid national crises. The OK Grand Challenge promotion, which began in 1988 as a response to declining sales during a challenging period, has emerged as a shining example of resilience, strategic planning and innovation.

But how exactly has this promotion achieved such an exceptional degree of popularity, longevity and impact? What factors have sustained its success against numerous economic and political challenges over the years?

The beginning: Turning Lemons to Lemonade

We’ve all heard the phrase, “necessity is the mother of invention.” And it’s true. The OK Grand Challenge promotion was launched in 1988 as a response to annual sales declines in the April to July period. The promotion stands as a testament to the power of spotting opportunities in the midst of hardships.

Here is former OK Zimbabwe CEO Willard Zireva speaking to Trevor Ncube during his ‘In Conversation with Trevor’ Interview,

“OK was always into Promotions and the reason why the promotions were fitted in our calendar was simply because we realised that there was a dip in sales from April to July and this applied across all consumer products. Even delta lost money during this period because of the low consumption in beverages. In 1987 we had launched a promotion called the Super Swapper and our competitors tried to run it down, firing potshots at this promotion. 1987 was a very difficult year in this country which was around the time we started suffering shortages of foreign currency in Zimbabwe. To get foreign currency to import anything you had to go through the Ministry of Industry at that time and you got allocations. We sat down as management and we said we have to do something which will bring the 3 groups and bring excitement in the 3 groups: the customer, the supplier and ourselves. ”

Rather than succumbing to the difficulties they faced in their business, OK Zimbabwe seized the moment to create something extraordinary. By doing so, they not only revolutionised their own business but also contributed to the resilience and spirit of the nation.

The importance of Strategic Planning

The importance of strategic planning in the OK Grand Challenge’s success cannot be overstated. Strategic planning helps marketers determine who their audiences are, what kinds of messages they’ll interact with and where marketers should put their marketing dollars to get the best return on investment.

Here is former OK Zimbabwe CEO Willard Zireva speaking to Trevor Ncube,

“We sat down as management and we said we have to do something which will bring the 3 groups and bring excitement in the 3 groups: the customer, the supplier and ourselves. Our plan was to come up with a promotion which will involve the 3. That was the concept and the thinking behind the OK Grand Challenge. We took the concept to our advertising Agency and tasked them to come up with a promotion which will culminate into something exciting for the final day of the promotion. That is when the Race day was born. We deliberated on 2 options: A soccer match for the final day or a race. We eventually chose racing because it was popular and professionally ran. We launched The Grand Challenge in 1988 and at that time it had a 3 year life cycle. That was the initial plan, we were going to run it for 3 years and after the 3 years we come up with a different promotion, so we signed a 3 year deal with the Mashonaland turf club. Our competitors were rattled when we launched the Grand Challenge. They tried pulling off dirty tricks to try and shake us up. Some of them were my friends! I ended up phoning our biggest competitor when he went beyond being professional. I threatened to sue him over the lies he had published in the media. He admitted to overstepping the line.”

Outstanding Experiential Marketing

Experiential marketing is a strategy that implies face-to-face communication with a target audience and involves people’s experience with a brand or its products. It aims to shape memorable emotional connections with customers, increasing brand awareness and customer loyalty.

The OK Grand Challenge promotion was designed to be more than just a lottery or prize draw. It was conceived as an immersive and unforgettable experience for all stakeholders involved: the customers, the suppliers, and the company itself. OK Zimbabwe aimed to create an event that would not only engage the senses but also foster a sense of community and excitement using activities such as the in-store promotions, the final race day, the artist performances and raffle draws.

As another Grand Challenge season approaches, the echoes of crowds, horses and lucky winners will linger in the nation’s spirit until April next year. But the legacy and impact of this promotional phenomenon extend far beyond the spectacular finale at Borrowdale.

Over three decades, OK Zimbabwe has proven how strategic, experience-driven marketing can organically take root in a country’s cultural fabric. Through meaningful rewards, creative experiences and inclusive growth, the company has crafted one of the most impactful campaigns in Zimbabwe’s history.

Most remarkably, the Grand Challenge stands as a shining example of a brand achieving far more than commercial goals alone. By bringing communities together in tough times through uplifting livelihoods, memories and partnership, it has etched OK into the national soul. Its resilience through crisis further solidifies this.

As Zimbabweans continue anticipating what wonders the next chapter may hold, the promotion’s longevity says perhaps the most profound thing of all. It reveals how principled, solution-oriented marketing imagined with care, integrity and nation-building spirit can endure for generations – creating shared value that truly enriches lives.

This is the hallmark and legacy of the spectacular OK Grand Challenge, which will live on in the hearts of its many grateful beneficiaries and spectators for many Aprils to come. Its inspirational success story demonstrates the power of visionary brands to transform communities through valorizing people above all else.

Source: In Conversation with Trevor