Can Eskort come back from this spelling blunder?
An honest mistake or a piece of marketing genius?
Firstly, we need to understand that everyone makes mistakes; that is what makes us human.
However, when we make errors, it's crucial that we address them head on and make changes accordingly.
Just ask Eskort.
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On Twitter, or what has now changed to X, Eskort was trending simply because of their new billboard that was in support of the defending Rugby World Cup Champions, the Springboks.
What made this a viral moment was that they spelled the word Springboks as 'Springbox'.
East Coast Breakfast host Darren Maule saw the trending moment and decided to chat about it with Carmen Reddy and Sky Tshabalala.
According to Darren, Eskort had its own agenda when they made this billboard...
Lol a true definition of read what you see not what you think, anyway go #springbox pic.twitter.com/X6twrjPgQF
— s ɪ ᴍ 💎 (@SimphiweKhoza__) August 15, 2023
"Eskort wants people to believe that this was completely a mistake. They want to get people to react and get a conversation going around the billboard that pokes fun at the mistake," says Darren.
The brilliance of this campaign lies in its ability to engage, entertain, and educate.
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The campaign blurred the lines between advertising and education, turning a simple billboard into a dynamic and interactive lesson.
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Main image attribution: X / @keketso_P