"The Joker is an iconic, anarchic villain who doesn't play by the rules, so we wanted to do something befitting of his character," says Ster-Kinekor head of marketing Lynne Wylie. 

"We took to the streets of Johannesburg with state of the art high powered projectors — and even got our 'HA HA HAs' onto the Sandton Police Station," adds Wylie. As word spread online, the Ster-Kinekor brand incited the public to join in the 'Joker take-over' by using the hashtag '#HAHAHA' in response to social media posts.

Within an hour, '#HAHAHA' started trending and raising awareness for the Joker movie. "An idea like this requires strong collaboration across disciplines and FoxP2, Posterscope, Vizeum, Moving Tactics, Decimal and Ogilvy PR really came to the party, with the results exceeding our expectations," concludes Wylie.

For more information, visit www.sterkinekor.co.za. You can also follow Ster-Kinekor on Facebook or on Twitter.