Briefly…Reader photo for Getaway cover; South African women’s curves displayed with great effect in Levi’s mall campaign; SA’s Primedia Lifestyle wins silver at the Solal Marketing Awards; Futuristic CAR “experience” issue sets new paradigms for print; HelloComputer wins FWA honour for BP Ultimate website; and Carving out a new category at Club Shandy
Getaway’s got it covered!
Getaway readers are being offered the chance to shoot the magazine’s cover in what is being touted as a first for the successful travel magazine. The cover of the July issue will be chosen from entries into an online competition for amateur photographers.
Editor Cameron Ewart-Smith sees it as a natural step in a changing media landscape that makes the audience part of the creative process. “The publishing model has changed. New platforms have brought more choice to consumers and our task is to find ways to engage with our audience, to give them the space to play with us,” he explained.
Readers were invited to submit their best wildlife photos in a competition run on Getaway’s Facebook page during March and April. By mid-April, more than 2 000 entries had been received, representing a wide range of subjects.
South African women’s curves displayed with great effect in Levi’s
Women shopping in malls around South Africa have been struck by an out of home advertising campaign that focuses on women’s curves, and how they look in Levi’s jeans. The Curve ID campaign is being flighted on Primall Media’s digital ad screens around SA, and demonstrates to women “three distinct body types that account for 80% of universal shapes”. Levi’s apparently scanned the bodies of over 60 000 women around the world to identify body shapes, and design denim jeans to fit them. The company has even created a specifically SA fit, called Eva jeans that were inspired by local fit trials for jeans which address South African curves.
Levi’s® and partner agencies King James, Dare Media and Primall Media introduced the Curve ID campaign to South Africa as part of the Levi’s® Global Women’s Initiative by creating awareness via digital ad screens in 17 malls around the country. the campaign is aimed at gaining exposure to women aged 16 to 24 years of age in the LSM 7 – 10 categories.
Futuristic CAR “experience” issue sets new paradigms for print
RamsayMedia’s biggest selling title, CAR magazine, features a futuristic augmented reality (AR) cover on its May “Experience” issue that enhances reader experience through quick response (QR) codes embedded in selected road tests, and boasts a high-tech print ad which is the first of its kind in the world, and designed to spark the imagination of readers. By applying new, sensory technologies to its print title, CAR aims to remain ahead of industry trends and bridge the divide between print and digital. An AR marker on the May cover allows readers to experience an exciting track test video, which brings the BMW M3 Frozen to life on a computer screen when used with a webcam. The AR marker also enables the full cover to become 3D when tilted, providing a perspective on the concept BMW M5 and other cars featured on the sleeve.
All vehicles on this month’s cover are clickable and can be viewed at the CAR website (www.carmag.co.za). The “Experience” issue also features a world-first interactive advertising concept that combines video technology with a print ad for a leading motoring manufacturer. When a cell phone is held up to the page after browsing the web address advertised, the performance of the advertised car is brought to life with a video that launches on the mobile handset.
SA’s Primedia Lifestyle wins Silver at the Solal Marketing Awards
Primedia Unlimited’s Shopping Centre Marketing Consultancy, Primedia Lifestyle, has won two Silver Awards at the prestigious 2011 European Solal Marketing Awards, held in Istanbul last week. Its national WAGS campaign, entered in the Sales Promotion and Events category, and its Cavendish Square Football, won silver as did its Fashion and Fine Art Campaign, entered in the Public Relations category.
The WAGS campaign took its lead from the spending power of footballer’s WAGS (wives and girlfriends) as the catalyst for the campaign, spanning six malls. The marketing teams from Cavendish Square, Gateway Theatre of Shopping, Menlyn Park, The Zone@Rosebank, Riverside Mall and Vincent Park executed the campaign. The Cavendish Football, Fashion and Fine Art campaign consisted of an event, communications and media strategy seeking to attract local and international visitors to the centre, with specific focus on the 2010 FIFA World Cup, Nelson Mandela Day and the fashion surrounding these events.
Campaigns entered into the Solal Awards are assessed against quantifiable objectives including building brand awareness, increased turnover, added value for shoppers, increased foot count, sponsorships, database recruitments and PR generated for each campaign.
HelloComputer wins FWA honour for BP Ultimate website
HelloComputer is the first SA Digital Agency to be honoured by the Favourite Website Awards (FWA) on three occasions. This time, it took the honour BP Ultimate Ride, www.bpultimateride.co.za <http://www.bpultimateride.co.za. BP Ultimate is a performance-orientated fuel, designed to maximize efficiency and power by cleaning your engine as you drive. HelloComputer defined a new customer relationship strategy targeting a specific segment of BP’s target audience – performance drivers – with its vision for BP Ultimate Ride. Essentially, BP Ultimate Ride is the motorsport enthusiast’s dream online game, an immersive multiplayer experience that offers users an opportunity to race their way up the ranks from novice to expert, earning in-game currency called StreetCred. Players use their StreetCred to modify and customise their vehicles, install performance upgrades, enter their creations in auto shows, and judge other players’ cars and race against each other in a Unity-Flash powered drag race format.
The user experience is extremely entertaining and consequently word spread at an unprecedented rate. The results so far, within a four month period, have been spectacular: 41 776 unique visits, 118 713 visits, 2 561 084 page views, average time spent on site is 21:48 minutes, 237 505 game plays and more than 7 000 codes have been redeemed at BP Express stores for a minimum value of R30 each.
Carving out a new category at Club Shandy
A quirky, eye-catching campaign to promote the newly re-branded Club Shandy, a premium beer and lemonade mix, has kicked off across a variety of websites and at selected liquor outlets and on trade venues. The re-launch campaign was developed and executed by The Hardy Boys for its client, brandhouse. The Durban-based agency was also responsible for the beverage’s premium new packaging. Account Director, Tammy Jollands, said Club Shandy was the first innovation to be launched by brandhouse in 2011.“The campaign is irreverent and witty, and designed to appeal to Club Shandy’s discerning target market.”
The intriguingly headlined, “Here’s to winning R70 000 worth of nothing” competition is now running across several 24.com websites and in the on and Off Trade in Gauteng. The prize of “nothing” it turns out is a trip to a resort in Madagascar where there is nothing to do except chill and enjoy yourself with three friends.