CYBERTORIAL* Activations specialist Oomph! Media Group, has the on-the-ground know how across the African continent, to deliver exactly what its clients are looking for. With a rich history of doing business on the continent, Oomph! is established and relevant in the markets, and works in them on an on-going basis. This has garnered for the company a vast knowledge of not only the landscape, including the nuances of each country, but also what works with activations.
This form of advertising is constantly evolving, looking very different nowadays to how it was when it was first created. While the objectives and mediums used remain the same, the youth and creative marketers are forcing activations companies to accept new paradigms. And Oomph! has stayed ahead of the changes through innovation and the pushing of boundaries.
“Oomph! stays fresh in its thinking and builds excellent creative experiences to achieve memorable interventions. Our Africa footprint and consistency of delivery in different, and sometimes difficult, environments keeps us dependable,” Rory Brien, chief sales and marketing officer for the group, explains.
The company has also kept up with new developments in the space, including the move towards the integration of digital media with traditional campaigns. Trevor Henning, operations director for the group, says, “We embrace technology and innovation, to this end we have developed propriety software that is top class which we use and integrate into programmes, including grassroots interventions. This allows us to amplify and create useable content for digital and social media.”
The company also has a unique business strategy, which maximises the impact of activations it provides. Henning says, “Oomph! builds forward integration, media and amplification opportunities into each of our campaigns. We take a multi-engagement approach, using efficient methods or combining multiple promotional tools and available media opportunities.”
This strategy has led to some very successful campaigns and very happy clients. Three standouts are Vanish, Fruitree, and Brasil Foods (BRF). For Vanish, the campaign aimed to create an emotional connection with the consumer and the Vanish brand, while highlighting the benefits of the product offering. It ran in South Africa across Gauteng, Western Cape, and Kwa-Zulu Natal and after it the brand received strong awareness from consumers as well as retailers. The Fruitree campaign was a multi-country rollout that covered the entire product offering by the client. Incentive giveaways and sample tastings aimed to ensure Fruitree products were top of consumers’ minds.
“It ran in both formal and informal markets ensuring maximum reach. The end result was an extremely successful campaign, with record breaking sales recorded for participating stores in the formal markets. For Brasil Foods, a campaign to promote its Perdix whole chicken product, saw prize giveaways generate massive interest. The campaign ran in Maputo, Mozambique across seven stores for a month. Strong in-store branding as well as giveaway prizes of everyday cooking items ensured the brand was top of mind for consumers, both in the stores as well as in their homes.
One of the main focuses of Oomph! Media Group is staying ahead of the competition. Challenges facing, not just activations but also media as a whole, include political, social and economic difficulties. “Keeping ahead of the pack may seen instinctive, but it requires constant attention to stay with, and ahead of trends,” Brien explains. “Having consumer insights and data bases that can deliver for clients by being part of the solution process.”
And with its investment in not only technology, but also its presence in African markets, Oomph! Media Group is certainly heading in the right direction with its activations expertise.
*CYBERTORIAL is sponsored content