With this successful Teljoy campaign, we bent the traditional Valentine's rules and disrupted the norm by playing on the idea that like some relationships, not all appliances last forever - it's ok to break up with the old and fall in love with the new. We created a safe Bash Room at the Mall of Africa to capture foot traffic. Teljoy placed unrepairable appliances in the room and shoppers were invited to pick a tool, don a safety helmet, and get bashing. For every 5 appliances smashed, Teljoy donated a brand new appliance to charity.