Briefly… Posterscope Kenya launches its first OOH campaign; Chilli Music launches Facebook payment facility; Aegis media to live online debate for media marketing sector; MySubs upgrades iPad and iPhone app; Graffiti scores hat trick with 94.7 and Kfm branded vehicles; Innovative choir challenge a milestone for choral music; Versace promotes the 2011 release of Vanitas with TLC
Posterscope Kenya launches its first OOH campaign
Posterscope Kenya has launched its first out of home advertising campaign. The client, PSI/Kenya is a global social marketing organisation, is using the medium to highlight the benefits of family planning. Strategically placed large format billboards with catchy family planning messages are being rotated around Kenya, with the focus being on Central, Coastal, North Eastern and Nyanza regions for the first phase to ensure maximum penetration into the various target markets.
“In developing the campaign, we used Posterscope’s unique OOH planning tools and local insights to ensure the messages reach the intended audiences and achieve the OOH media objectives,” said George Mugendi, MD Postescope Kenya, “This enabled us to have a quick turnaround time based on strategic insights and smart geographical planning.”
Different creative messaging is being used for the different regions due to Kenya’s diverse population and geographical set-up. This particular campaign has set a very high standard for future Out of Home campaign planning. Posterscope South Africa recently launched OCS 2, the second Out-of-Home consumer survey on consumer behaviour in relation to OOH advertising.
Chilli Music launches Facebook payment facility
The direct to consumer mobile entertainment portal Chilli Music has launched a new service enabling consumers to purchase tracks and complete albums via Facebook. The facility enables Facebook’s 750million regular users to purchase fully-licensed track downloads and complete albums for mobile devices direct through the social media site’s integrated store. Currently in its public beta stage, the service accepts payments for music and a comprehensive range of mobile games using the network’s Pay For It functionality.
“Almost every consumer-facing business in the world has been touched by the social media phenomenon and the smart ones are continually working on new ways to take advantage of the channel. Over the last couple of years we’ve seen an enormous leap in the volume of customers choosing to interact with the company via these networks, and introducing the ability to pay via Facebook is the latest landmark in our evolving approach,” said Steve Kitchen, Chilli Mobile’s managing director.
Currently boasting over 200 000 followers on its corporate Facebook page, Chilli Music’s latest launch creates what is believed to be the networks’ first music store dedicated exclusively to mobile. Mobile Chilli has experienced a 1200% increase in album sales since the start of the year. Based on current growth, the company is on course to achieve over 1 000 000 paid downloads in 2011.
Aegis media to live online debate for media marketing sector
Aegis Media has partnered with Bizcommunity to host a series of debates around the media-marketing arena. Thought Leader Digitbates (as they are broadcast live via audio streaming and with a live audience) will be broadcast via web-stream on www.thetaxi.co.za <https://www.thetaxi.co.za> , an online radio station based in Cape Town. These hot and often controversial topics of conversation and strategic insights will be uploaded on the Bizcommunity.com site as a podcast post the event
“The Thought Leadership Digibate concept came out of the pure necessity to share information within the industry. Having conversations around and debating relevant issues around topics that are key to the media market is a great source of knowledge,” said Dawn Rowlands, media industry guru and CEO of Aegis Media, “We are fortunate enough to be able to use and innovate digital technology to share these debates to the wider marketing and creative community via this online radio platform and our media partner, www.bizcommunity.com, which goes to show how we are able to push the boundaries of technology to get the greater digital marketing message out there.”
The first Digibate will be hosted by radio personality Soli Philander – who currently leads the digital radio platform forward in Africa. The debate will be made up of three panelists (all experts and thought leaders in their particular fields) and will be moderated by Rowlands. The first session will be held on Thursday 8 September 2011 between 09h00 and 11h00 and be centered on “The Africa Question” and will bring into discussion;
· What are the core digital marketing challenges
· What is the main technology platforms driving growth on digital marketing in Africa?
· What is the current level of digital skills across the continent and how does this influence strategies
· How do marketing communication strategies differ across the various African regions?
· Fragmentation of channels, (300+ TV stations, and radio stations) how does this affect what is done on digital channels?
Tune into www.thetaxi.co.za to live audio stream on the 8th or go to www.bizcommunity.com post the debate to listen to the podcasts.
MySubs upgrades iPad and iPhone app
MySubs released its v3.0 app for iPad and iPhone, which is now available in the iTunes store. The new version offers an unparalleled user experience as a result of a number of new features, performance and quality improvements.
“We are at the cutting edge and therefore we continue to find ways to improve our home-grown apps and create an engaging reading experience,” said Bryan Hooley, Business Development Manager – Digital at On the Dot.
“Monthly mobile usage on MySubs has more than doubled from May to June and 66% of our mobile users read on their iPad or iPhone. We believe that our clients will enjoy the benefits of the new improved app,” said Hooley.
Significant performance improvements have been achieved by taking advantage of the new iOS multi-threading features. This, in addition to a new library layout and various interface refinements, guarantees a highly compelling user experience across both newspapers and magazines.
“While the South African market lags other developing markets in terms of digital content adoption, we have seen exponential growth in digital subscription sales over the past year,” said Ryan Morison, Digital Strategist at On the Dot, “Our digital subscriptions grew from 4% of total subscription sales at the beginning of the year to over 60% by the end of the first half”.
Graffiti scores hat trick with 94.7 and Kfm branded vehicles
94.7 Highveld Stereo and K-fm listeners know all about the Ground Patrol. Anyone who knows anything at all knows you need to spot one of the vehicles in the traffic and phone in to report its location to stand in line to win fabulous prizes.
Now the loyal Ground Patrol followers will have to keep their eyes peeled for all-new, freshly-branded vehicles because vehicle branding company Graffiti has recently re-branded six new Kia Souls that now form part of this long-standing promotion.
“The 94.7 and K-fm Ground Patrol is a really fun, colourful campaign and the Kia Souls are the perfect, eye-catching vehicles to tie into this promotion. It’s been a pleasure for us to provide the Ground Patrol with a fresh new look once again and we are proud of our partnership with these exciting brands,” said Graffiti managing director, John Rice,
This is the third time Graffiti has branded the Ground Patrol vehicles and with a new creative execution being implemented each time. Now the funky Kia Souls have been jazzed up in a stylish red, grey, black and white design – a change from the bright yellow branding of before.
Innovative choir challenge a milestone for choral music
An innovative jingle challenge for local community choirs launched in July and sponsored by Pfizer Consumer Healthcare, has been welcomed by Mzwandile Matthews, President of the South African Choral Music Society, as an indicator that the business sector is starting to recognise the role that choral music plays in South Africa.
The Anadin® Choir Challenge for 2011 requires each participating choir to compose and perform a short jingle in English that incorporates the words, “Anadin – stronger than pain.” Within its first week of registration, the challenge drew 44 entries from local choirs in Gauteng, Limpopo and Mpumalanga.
Matthews says that the Anadin® Choir Challenge is a timely event to boost the movement of choral music into the business arena. “There is a clear movement from singing for fun, to singing for fun, entertainment, employment opportunities, professionalism, social cohesion and capital,” he said. “Choral music is an area that business should be investing in, with the same vigour if not more, as business supports sport,” he added.
The choir challenge is an opportunity for community choirs to compete for cash prizes and gain some exposure on radio. Winners will be selected for creativity in composition, the brand messaging, concise delivery of the jingle and presentation of the jingle. The event will culminate in a finale where the three winning entries will be aired on radio and family and friends can listen in and vote for their favourites.
Versace promotes the 2011 release of Vanitas with TLC
TLC has been commissioned by premium fragrance brand Versace, to roll out its latest advertising campaign, promoting the release of new Eau de Parfum, Vanitas. Targeting women only, during their leisure time, Versace will be utilising TLC’s A3 Advertising Frames in the change rooms of premier Edgars stores across South Africa. TLC offers Versace brand domination for the new Eau de Parfum, close to the point of purchase.
Malls housing the flagship Edgars stores include Sandton City, Cresta, Melrose Arch, Eastgate, Clearwater Mall, Fourways Mall, Menlyn, Woodlands Boulevard, The Gateway Theatre of Shopping, Westville, Canal Walk, V&A Waterfront and Tygervalley.
“This platform is able to communicate an advertising message directly to women while they are making retail purchase decisions, and offers premier brands like Versace the opportunity to advertise within a leading fashion group like Edgars,” said MD, Brett Tucker.
