Pap or kota? Amapiano or Kwaito? City streets or the coast? Wood or charcoal? We may call the same place home, but we all have our own version of Mzansi.
Build Your Mzansi is an interactive digital Heritage Day campaign that lets customers create theirs.
Through a series of quick, playful choices, customers select the food they love, the sounds they enjoy, how they spend their weekends and the places that feel like home.
With every choice, their illustrated Mzansi grows until their personalised world is ready to reveal.
How It Works
ENTER → CHOOSE → BUILD → DISCOVER → SHARE → COMPARE
01 – Enter
Enter your details and start building your Mzansi.
02 – Choose
Make quick choices about food, music, lifestyle, places and everyday favourites.
03 – Build
Watch every selection become part of your growing illustrated Mzansi.
04 – Discover
Complete the experience and reveal the world created from your choices.
05 – Share
Share your personalised Mzansi and invite friends to build theirs.
06 – Compare
See what you have in common and where you completely disagree.
What's Going on Your Plate?
We start with something South Africans can have very strong opinions about: food.
Customers might be asked to choose three favourites from options such as:
Pap · Chakalaka · Boerewors · Bunny Chow · Kota · Vetkoek · Potjiekos · Braai
Each selection becomes part of their developing digital world.
1 / 3 → 2 / 3 → 3 / 3
Their Mzansi is already beginning to take shape.
What's Playing in Your Mzansi?
Amapiano? Kwaito? Maskandi? Gospel? Jazz? House?
Choose one and the world changes again, introducing music, rhythm and energy inspired by the customer’s selection.
There are no correct answers and no scores.
It’s simply about what belongs in your Mzansi.
Where Will We Find You?
Perhaps your perfect weekend means gathering around a braai with friends.
Maybe you’re watching football, visiting family, exploring a market, taking a road trip or doing absolutely nothing at home.
Customers choose the moments that feel most like them and watch those choices become part of their personalised world.
Pick a Side
Then come the important questions. 😂
Pap
Soft or Stiff?
Braai
Wood or Charcoal?
December
Home or Road Trip?
Boerewors Roll
Chakalaka or Tomato Source?
The questions can change depending on the campaign, audience or brand.
The purpose isn’t to find the right answer.
It’s to give people something familiar, playful and worth debating.
This Is Your Mzansi
After the final choice, everything the customer has selected comes together.
The food.
The music.
The places.
The people.
The activities.
The little things they refused to compromise on. 😂
Then:
Your Mzansi is Ready!
Ntokozo’s Mzansi
On My Plate
Pap, wors & chakalaka
My Sound
Amapiano
My Weekend
Braai with friends
My View
City
My Great Debate
Wood over charcoal
What Makes It Mzansi
Family
Behind the result is the illustrated world the customer has been building throughout the experience.
It’s not a score or a test of how South African someone is.
It’s simply their Mzansi.
Share Your Mzansi
very completed world can become a personalised digital share card.
This is My Mzansi!
Pap. Amapiano. City life. Family. Wood fire.
What’s in yours?
Build Your Mzansi→
Friends can follow the shared result into the campaign and create their own version.
That gives the campaign a natural participation loop:
BUILD → DISCOVER → SHARE → FRIEND BUILDS → COMPARE → SHARE AGAIN
Same Mzansi. Different Opinions.
Once a friend has participated, the campaign can bring their choices together.
Our Mzansi!
You Both Love
Amapiano
You Both Chose
Family
The Great Disagreement
Wood vs Charcoal 😂
Your Weekends
Braai vs Road Trip
The comparison celebrates what people have in common while making the differences just as entertaining.
What Can Build Your Mzansi Help You Achieve?
- Grow your customer database – Capture participant details with appropriate marketing consent.
- Increase digital engagement – Give customers a campaign they actively shape through their own choices.
- Encourage social sharing – Personalised results give customers something unique to share.
- Generate referral participation – Shared results invite friends back into the campaign to build their own.
- Increase repeat interaction – Friend comparisons create another reason to return after completing the experience.
- Promote products and experiences – Client products, destinations, restaurants or retailers can be incorporated naturally into relevant choices.
- Learn what audiences enjoy – Aggregated campaign responses can provide useful insight into customer preferences where appropriate.
Bring Your Brand Into Mzansi
Build Your Mzansi can be adapted for shopping centres, retailers, FMCG brands, restaurants, hotels, tourism destinations, events and other Heritage Day promotions.
A food brand could become part of the plate. A tourism campaign could introduce destinations into the landscape choices. Restaurants could feature dishes, while shopping centres could incorporate experiences or products from participating tenants.
The brand becomes part of what customers choose rather than simply advertising around the experience.
Many Choices. One Mzansi.
The food, music, questions, environments, illustrations and final result can all be customised around the campaign.
Most importantly, Build Your Mzansi doesn’t try to decide what South Africa should look like.
Every customer gets to build their own.