HOW WE'VE HELPED
RH BOPHELO LIST ON THE JSE

ABOUT THE PROJECT

In a white-dominated healthcare pool where the space is dominated by large entities who have easy access to international markets, there was a rare opportunity for a new Special Purpose Acquisition Company (that is 100% black-owned, and entirely African) to come to the fore.

RH Bophelo took the challenge.

 

Overview

First, RH Bophelo had to raise R500 MILLION to be qualified to list on the JSEIn order to raise such a mammoth, RH Bophelo had to face the challenge of having to lure and convince investors to part with their money for a great return on their investment.

 

Solution

RH Bophelo opted to develop a brand communication strategy that would appeal to both investors and the public alike. The mission was to create a tangible corporate that exudes seriousness. This was to convince investors to pitch in and support the company for listing. In collaboration with Kaitoma Creatives, Petaltheory developed one of its best creative strategies. The strategy laid the foundation for all creative collaterals that followed. Moreover, from the creative strategy, we designed the RH Bophelo logo and developed a timeless payoff line that resonates with all investors — Health is Wealth.

On May 2017, RH Bophelo went against the odds and listed on the JSE, as the first 100% black-owned healthccare SPAC to do so.

Below is a Case Study we put together 6 months after the project launch…

WE BUILT A STRATEGY

First thing was first; we had to build a positioning strategy for the brand. After accepting a brief from RH Bophelo, we went to the drawing board and formulated a creative strategy that was meant to lay the foundation and dictate the narrative for all future communication endeavors by RH Bophelo.

As part of the strategy, we developed a pay-offline that embodied what RH Bophelo stood for.

Health is Wealth