Case Study: High-End Spec Commercial for Checkers Sixty60 App

Introduction: The Vision and Goal

Our production company specializes in leveraging generative AI (Gen-AI) alongside a world-class team of filmmakers to create high-end commercials for both SMEs and major brands like Checkers. This case study outlines the creation of a speculative (spec) commercial for Checkers' Sixty60 app, South Africa's leading grocery delivery platform.

The primary objective was to produce a high-end TV-quality commercial that not only demonstrates our production capability but also enhances brand awareness for Checkers Sixty60. We strategically positioned this project to illustrate how even established, international-quality brands can integrate Gen-AI into their commercial campaigns while achieving outstanding results.

Concept and Approach: Solving Consumer Pain Points with Simplicity

The core of our concept was driven by a simple yet relatable problem: the frustration of finding an empty fridge and needing groceries urgently. The Checkers Sixty60 app provides a convenient solution to this pain point by delivering groceries within 60 minutes. We built the narrative around this everyday challenge and framed the app as the hero.

Creative Approach:

- Tone & Style: The commercial balances a fun, light-hearted tone while maintaining an informative genre. We avoided pure comedy but injected subtle humor in the character interactions and scenario.

- Narrative Structure: We opted for a montage-style format with multiple characters to convey the diversity of users and scenarios where Sixty60 solves the problem. Despite the montage, the story remains focused on illustrating the key benefit: convenience.

Production Strategy: Utilizing Gen-AI for Maximum Efficiency

Our approach was rooted in the use of generative AI to enhance the creative process. By incorporating Gen-AI, we maximized efficiency while maintaining the high standards expected from a top-tier brand like Checkers.

1. Three Key Production Solutions:

- Resource Allocation: We optimized time and budget by using Gen-AI to create elements of the footage, allowing our team to focus on high-impact shots and seamless integration.

- Talent Selection: We assembled a mix of local and international talent, ensuring a cinematic quality. Given the montage structure, we emphasized diverse casting to represent a broad audience.

- Directorial Excellence: To achieve the right balance between storytelling and visual appeal, we would recommend a director experienced in blending AI-driven content with traditional filmmaking. Directors with expertise in commercials that require both character engagement and clear messaging are be ideal for such a project.

2. Execution and Filmmaking Integrity:

We treated the project like any high-budget commercial, focusing on cinematography, lighting, and sound design to deliver a polished final product. Our adherence to a meticulous pre-production process allowed us to align AI-generated assets seamlessly with live-action shots.

Market Research: Checkers Sixty60’s Position in the Market

Market Leader: Checkers Sixty60 is currently one of the leading grocery delivery apps in South Africa, with its main competitor being Pick n Pay’s ASAP app. However, Checkers has built a strong brand identity through its extensive product range, superior logistics, and reliable service. Positioned within the larger Shoprite Group, Checkers targets a more affluent customer base while retaining competitive pricing, making it a formidable player in the market.

Competitive Landscape: While the grocery delivery market is growing, Checkers Sixty60 maintains an edge due to its efficient service, extensive product range, and established brand trust. The “rule of seven” in advertising is crucial here – repeated exposure to the Sixty60 app message is key to converting both existing Checkers customers and new users.

Commercial Concept in Detail: The Solution-Driven Story

The narrative begins with an everyday problem: the frustration of realizing you have nothing in the fridge to make a meal. The commercial captures this in a cinematic way, showing different characters in similar situations. The seamless solution is introduced through the Sixty60 app, leading to instant relief and satisfaction.

Key Highlights:

- Opening Scene: Empty fridges and frustrated characters across different scenarios.

- Middle Transition: The Sixty60 app being used with a simple click, demonstrating the ease of access.

- Climactic Resolution: Groceries arriving at characters’ doors, showing a range of items delivered promptly, all while emphasising the 60-minute promise.

By keeping the concept straightforward, we were able to maintain audience engagement while highlighting the app’s core benefit. The light-hearted tone ensures that the message resonates with a broad demographic, from tech-savvy youth to older individuals being introduced to the app.

Conclusion: The Strategic Value of Spec Work

Even if Checkers does not adopt this commercial, producing it was a strategic move. In the commercial world, spec work often serves as a portfolio piece, showcasing a director’s and production company’s capabilities. This high-end execution serves as proof of our proficiency in using Gen-AI, combined with top-tier filmmaking talent, to deliver premium content.

Our team’s decades of experience in both local and international markets allow us to provide cutting-edge solutions for brands looking to elevate their content, whether for TV, online platforms, or social media. Our mission is clear: to democratise access to world-class content for both SMEs and top-tier brands alike. Content remains king, and our expertise lies in delivering that content at scale, quality, and speed.

Appendix: Research Insights on Checkers Sixty60’s Market Position

- Customer Demographics: Affluent families, working professionals, and tech-savvy individuals are the primary users.

- Brand Trust: Backed by Shoprite, Checkers has established strong brand loyalty with its Sixty60 app through consistent service and aggressive marketing.

- Competitor Analysis: Pick n Pay ASAP and Woolworths Dash are key competitors, but Checkers maintains a competitive edge through pricing, speed, and product availability.

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This case study outlines the strategic, creative, and technical aspects of producing a high-end spec commercial for a top-tier brand, demonstrating how AI and traditional filmmaking can be combined to create effective and engaging content.