Briefly… e.tv maximises outdoor in awareness campaign; Sir Richard Branson connects Mtv Base; YouTube Cannes Lions winners announced; DSTV Media Sales assists the ABF with a bumper 150k ad space; Radio station brand gets exposure in traffic;
e.tv maximises outdoor in awareness campaign
e.tv’s bold awareness campaign targeted at the commuter market has hit its stride in a big way. The strikingly branded Randburg Taxi Rank has become known as the e.tv taxi rank. The popular free-to-air channel wanted to build awareness in areas it had identified as ‘high growth zones’. To this end, it called on leading commuter marketing expert, ComutaNet to develop an outdoor campaign.
ComutaNet’s brief was to grow interest on homegrown shows such as Scandal, Rhythm City and eKasi. The solution was to add transit media to the communications mix to further strengthen e.tv’s programming and brand messaging. e.tv’s Group Head: Marketing, Communications and CSI, Michelle Kirby says, “e.tv finds this media platform to be very profitable and maximizes our return on investment through our brand being successfully absorbed by commuters during their lengthy dwell times at all of our ranks. ComutaNet provides e.tv access to ranks that are used by our core target market on a daily basis.”
According to AMPS, commuters represent 53% of South Africa’s economically active population – making the commuter environment invaluable to any brand with designs on market domination.
Sir Richard Branson signs up for MTV Base Meets…
British business entrepreneur and Virgin Group founder Sir Richard Branson, Nigerian entertainment mogul Ben Murray-Bruce (chairman, Silverbird Group) and the “richest man in Africa” a.k.a. Aliko Dangote (president, Dangote Group) are the latest inspirational influencers to sign up for the MTV Base Meets…with MTN TV series. They join heads of state such as President Ellen Johnson Sirleaf (Liberia) and President Paul Kagame (Rwanda), as well as Julius Malema (President, African National Congress Youth League) to feature among the prominent influencers to appear on the upcoming series of MTV Base Meets…with MTN, which premieres across Africa on July 18, 2011. Two more influencers will be announced shortly.
MTV Base Meets…With MTN is a youth empowerment initiative and multimedia campaign that allows African youth to connect directly with political, cultural, sporting and business leaders. Since the campaign began in May 2011, tens of thousands of young Africans have been inspired to nominate the influencers they would like to meet, and to propose the questions they would like to ask them.
Commented Alex Okosi, senior vice president & managing director, MTV Networks Africa, “Sir Richard Branson, Aliko Dangote and Ben Murray-Bruce are all iconic leaders whose business flair first showed itself at an impressively early age. We are delighted that they have agreed to participate in MTV base Meets…with MTN as their participation will provide young Africans with a unique opportunity to share their candid insights about business and entrepreneurship and to hear their views on some of the key issues facing African youth today.”
To vote for your favourite influencer and win the chance of an all-expenses paid trip to participate in the MTV Base Meets…with MTN season finale, go to www.mtvmeets.com <//www.mtvmeets.com> or //mtvmeets.mobi or follow the campaign on Twitter at #MTVMeets@MTVbaseAfrica.
YouTube Cannes Lions winners announced
The Cannes Lions International Festival of Creativity together with YouTube have revealed the winners of the two dedicated YouTube Competitions; the YouTube Cannes Lions Good Work Competition and the YouTube Cannes Young Lions 48 Hour Ad Contest.
Anna Bateson, director of Marketing, Media & Platforms, EMEA, YouTube, says: “We’re delighted by the interest we’ve had this year for both the the YouTube Cannes Young Lions 48 Hour Ad Contest and the YouTube Cannes Good Work Competition. Congratulations to all the winners and we look forward to seeing them at Cannes.” The YouTube Cannes Lions Good Work competition winners have been announced as: 1. Aaran Hughes 2. David Alonso Arias Moreno, Senior Copywriter, DraftFCB Chicago, USA 3. James Crawley, Digital Creative, Ogilvy Sydney, Australia 4. Orel Bitan, Copywriter, BBDO Israel 5. Sandro Pizzichelli, Daniela Dragonetti and Maria Chiara Pizzichelli, Orbital Studio, Italy.
One representative from each winning piece of work will receive a free trip to Cannes including flights, accommodation and full week delegate pass to the Festival. The winners can be viewed online at www.youtube.com/goodwork.
Radio station brand gets exposure in traffic
Good Hope FM, Cape Town’s cutting edge lifestyle radio station has selected Unlimited’s mobile advertising platform, brandyourcar.com, to promote the 94.97 FM brand to the Mother City’s upper LSM youth market until November 2011. Booked by The MediaShop and created by BBDO, the six-month campaign aims to generate exposure for Good Hope FM in both the Cape Town metropolitan and the surrounding suburbs. The advertiser requested only to brand black vehicles and only certain models were to be included to represent the brand. A further requirement was that the car owners had to frequent popular lifestyle destinations in and around university and college campuses, nightlife areas, social hubs and bustling traffic zones.
brandyourcar.com’s Pieter Groenewald explains, “Because we have an extensive database of vehicles registered for branding purposes, brandyourcar.com has access to cars which are owned by individuals across a wide spectrum of LSM groups, races and ages, and individuals who cover a variety of high impact routes daily. It was therefore relatively easy for us to precisely match Good Hope’s requirements within exactly to our database and select accordingly appropriate cars for participation.”
DSTV Media Sales assists the ABF with a bumper 150k ad space
DSTV Media Sales has provided the ABF Vital Support Fund with R150 000 worth of advertising space to auction or sell. “This sponsorship is vital to the ABF, there is simply no way we can try and auction media or advertising space without donations like DSTV Media Sale’s valuable contribution. It makes our offering to the media buyers much more sweet,” says vice president of the ABF, Sharlene Vallance.
DSTV Media Sales has supported of the ABF for a numerous years, making a material difference to its budget. “Advertising space that is donated to us enables us to either auction it at one of our events or sell it on to media buyers. This ensures an even cash flow throughout the year and allows the ABF to do what it’s meant to do – give the funds away to deserving cases, to people who have served this industry for a long time and have fallen on hard times,” says Riana Stander, ABF treasurer.
“If the effects of the recession are decreasing in certain industries, we are certainly not yet feeling the lift. We receive new pleas for help on a daily basis and it is with this objective in mind that we need to raise awareness and much-needed funding to fulfil our mandate,” she added.
“The ABF is an important organisation, one that has been looking after our industry for 41 years. We are always willing to support the ABF, as we believe in the cause and are happy to contribute,” said Fahmeeda Cassim-Surtee, Sales Director at DSTV Media Sales.
Thavas Agencies launch proprietary real time social media monitoring tool
The Flightdeck dashboard is the first to provide complete monitoring, analysis and insight around all online brand activity, according to Havas agency, Cake, and developed alongside sister agency EHS 4D Group, The Flightdeck aggregates quantitative and qualitative metrics from a broad range of sources of online information, displaying them in a user-friendly and creative interface, accessible across multiple platforms. It will allow users to track the sentiment of every piece of online activity around their brand, and will show the importance, influence and authority of any individual that posts a comment, giving far greater insight into brand perception at any given time.
With social media growing at a rapid pace, more than ever, marketers need to stay fully informed of what is happening to their brand online and in real time. Recent industry research shows that 75% of UK companies do not know where and how their most valuable customers are talking about them online, with a third not measuring the effectiveness of social media on their brands*.
Havas Sports & Entertainment South Africa MD Brad Jansen says: “Daily we see how the reputation of a corporate, brand or individual can be affected, positively or negatively, across the social media landscape in a short space of time. The Flightdeck offers a complete picture as to conversation, tonality and authority. The positive feedback from clients who have worked on of this product has been phenomenal.”
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