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Red September brings strategy, search, media, social, UX, development,
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Mahindra SA 3XO Launch
01

Mahindra SA 3XO Launch

Automotive Strategy

In five months, we helped launch the Mahindra XUV 3XO into one of South Africa's most competitive segments and walked away with 155 million impressions, 15 million people reached, 11,040 qualified leads and 4,493 units sold. A deep media habits study shaped every platform decision, with a live lead qualification system ensuring only the most sales-ready prospects reached the dealer network. The 3XO climbed to 10% segment share, earned the People's Choice award at the 2025 Old Mutual Insure Car of the Year and made Mahindra South Africa's fastest growing car brand.

Car Service City Don't Be That Guy Campaign
02

Car Service City Don't Be That Guy Campaign

Automotive Data-Driven

23% year-on-year sales growth, 110,582 services booked and a record-breaking July 2025; all built on a campaign that never mentioned price once. Instead of competing on rands, we centred Car Service City's strategy on humorous human truths that every South African driver recognises, anchored by a single line: Don't be that guy. ATL drove mass awareness through billboards and radio before the Easter and December holiday periods, while an always-on performance layer converted that awareness into franchise footfall through paid search, SEO, social remarketing and competitor intercept ads on maps platforms. 176,190 campaign conversions later, the results made one thing very clear.

Mitsubishi Drive Like a Girl Campaign
03

Mitsubishi Drive Like a Girl Campaign

Automotive Experiential

47.1% surge in female engagement, 25% lift in overall platform engagement and a 13% rise in female-led test drive bookings, all from a campaign built around three words that used to be an insult. During Women's Month 2024, we handed Mitsubishi's keys to South Africa's most influential automotive voices and sent them up rocky climbs, through mud ruts and across water crossings, capturing every moment for Instagram, TikTok and YouTube Shorts. The brief was to reframe a historically male brand for a female audience without losing its adventurous edge. Drive Like a Girl did more than that. It led the conversation.

Mahindra SA XUV700 Launch
04

Mahindra SA XUV700 Launch

Automotive Customer Acquisition

6.6 million people reached, 1.97 million engagements, 388,000 clicks and 1,100 pre-orders secured before a single customer had sat in the driver's seat. When global supply chain disruptions meant the XUV700 wouldn't arrive in South Africa until December, we didn't delay the launch. We reinvented it. Twelve cars, a group of journalists and influencers, and a series of active living expeditions from abseiling to canoeing gave South Africans a reason to pre-order a vehicle they hadn't yet touched. A cross-platform digital strategy, WhatsApp community management and a time-sensitive R5,000 deposit mechanic created urgency that converted curiosity into commitment. Who needs a showroom anyway?

Linctagon
05

Linctagon

Pharmaceutical Display and Search

A campaign that reached 8.12 million people, drove 1.95 million engagements and lifted sales by 17%. To cut through a cluttered cold and flu category, we built a cross-channel search and social strategy that intercepted South Africans the moment they googled their symptoms, then remarketed to them across Google, YouTube and Meta over four days, mirroring the typical duration of a cold. Retailer first-party data from Dis-Chem, Clicks and Checkers Sixty60 let us target category shoppers with deep-linked ads that pushed them straight to the product. When the cold front hit, Linctagon was already there.

Premier Hotels Booking Campaign
06

Premier Hotels Booking Campaign

Hospitality Display and Search

A R528,000 paid search budget that generated over R22 million in direct hotel bookings, delivering a 4,080% return on investment. The strategy was built around one core insight: global booking engines like Booking.com and Trivago don't truly understand how South Africans search for accommodation. By targeting hyper-specific local search terms, excluding audiences actively comparing prices on third-party platforms and integrating ad campaigns directly with Premier's booking system, every rand was tracked from click to confirmed reservation. Less commission to booking engines, more first-party data, more loyal customers. That's the kind of maths that changes a business.

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