Briefly…Unique “topender” research reveals a wealth of potential; OHMSA welcomes new member; Fedics supports Springboks cooking for charity; MTV Base & Klipdrift bring urban sound to JHB; New campaign for Virgin Mobile; JTC launches online portal and Tourism Month campaign
A partnership between the UCT Unilever Institute of Strategic Marketing and RamsayMedia Research Solutions has revealed exceptional insights into the country’s wealthiest consumers – the elusive upper echelon of income earners who are responsible for spending R350 billion each year – which are to be revealed at seminars next month.
Eliciting over 20 000 responses, the survey drew on a “super sample” of 6 800 respondents who earn more than R30 000 a month – including a significant number who earning more than R50 000 and R100 000 – to produce the most far-reaching understanding of the country’s primary spenders. By contrast, the Stats SA Income and Expenditure Survey used a sample of just 710 respondents.
The findings from that research will be made known at seminars to be held in Durban, Johannesburg and Cape Town on 11, 13 and 14 October respectively. Speakers will be Professor John Simpson, director of the Unilever Institute and head of UCT’s School of Management Studies, Neo Makhele, strategic planning director at Ogilvy Johannesburg, and marketer Martin Neethling, whose recent positions in a long list of achievements include managing director of Berry Bush BBDO and director of marketing and financial services at the Ackermans Group.
Entry to the TopEnd seminars is R2 137,50 for Institute members and R2 850 for non-members, with an early bird discount for bookings before 24 September. For more information and to book, contact Kulsoem Roode at 021 650 4310/4715 or email email@example.com, or go to www.unileverinstitute.co.za.
OHMSA welcomes new member
Out of Home Media South Africa (OHMSA) has welcomed a new member – Umnotho Outdoor Advertising – voted in by the association’s executive committee in August.
“Umnotho Outdoor Advertising believes in the proper regulation of the outdoor advertising business and has therefore decided to join OHMSA, as it is the view of the company that OHMSA shares in this belief as an industry representative body and is collectively desirous of assisting the industry players. OHMSA is aligned with our goal of running a profitable and prosperous outdoor business cognisant of society and the environment,” said Vuyo Daweti, MD.
Melissa Moore, OHMSA Executive Director, said that the association’s decision to open their membership to industry stakeholders and out of home companies has benefitted it tremendously. “We believe Umnotho will not only contribute, but also benefit in numerous ways from this membership: easy access to out of home media resources; the opportunity to contribute towards the development of industry guidelines and a code of conduct; networking; greater representation of interests, among others,” said Moore.
Fedics supports Springboks cooking for charity
With support from Fedics, one of the biggest brands in South Africa’s catering industry, former rugby Springboks cooked up a storm in Port Elizabeth on the eve of the opening of the Rugby World Cup in aid of child welfare in the province.
Last held at the start of the 2007 Rugby World Cup, the Springboks Cooking for Charity dinner features a team of former Springbok greats who don their aprons and prepare a true taste of South Africa.
Former Eastern Cape Springbok Garth Wright, patron of the Springboks Cooking for Charity, was the MC for an evening. On the menu was Garth Wright’s starter of a ‘True Taste of the South African Braai’ with Bakkies Botha’s Cheese and Bacon Bread. This was followed by Andries Bekker’s Peppered Fillet Steak in the Scrum with Andre Venter’s Mushroom Sauce and Jaque Fourie’s Potato Bake. Dessert featured Os du Randt’s Peppermint Crisp Fridge Tart garnished with Lindt chocolate. Several of the recipes for the dinner appear in the Springboks in the Kitchen Cook Book.
Fedics spokesperson, Royce van der Zwan, said that the company has a 40 year track record of feeding the nation. “Fedics is all about ensuring that people enjoy delicious and nutritious meals, from the canteen workplace to fine dining establishments. As an iconic South African company, we are proud to support our national rugby heroes in this worthy initiative in aid of children in need,” said van der Zwan.
MTV Base & Klipdrift bring urban sound to JHB
MTV Base (DStv Channel 322) and Klipdrift Premium are taking over The Venue, Melrose Arch in Johannesburg on September 23 for the latest edition of MTV Base Live. Featuring fantastic musical collaborations and smooth connections between urban African superstars, MTV Base Live highlights Cabo Snoop, Mi Casa, and Big Nuz and DJs Lulo Café, Euphonik, C’ndo, Vigilante, Dimplez and Gobbs.
MTV Base Live will be headlined by Angola sensation and MTV Africa Music Award 2010 winner, Cabo Snoop. Among the highlights of Cabo Snoop’s set will be the first ever live performance of the house remix of his hit ‘Windeck’, created by South African radio show host, DJ and producer, Euphonik.
MAMA 2010 winners Big NUZ, who are set to fire the scene up yet again with their brand new (fourth) album Sting Ray, will be in the mix with their Durban home girl C’ndo.
Doors open at 21:00 CAT. Tickets, priced R100 are available on the door. For more info log onto www.mtvbase.com or m.klipdrift.co.za/premium.
New campaign for Virgin Mobile
Mobile operator Virgin Mobile South Africa is running a series of four humorous television commercials to promote its prepaid airtime offering. The colourful ads mark the first time in three years that Virgin Mobile SA has launched a television campaign.
Each of the four 30 second TV commercials depicts a scene where one of the characters reaches a pivotal moment in time; i.e. when something significant is about to happen. For example, one of the ads features a wrestler about to ‘finish off’ his opponent. Another shows soldiers engaged in an intense gunfight, with one brave fighter poised to throw a hand grenade. However, before these actions can be carried out, the characters suddenly run out of steam, and we see that they are in actual fact ‘wind-up’ toys that need to be re-charged/re-wound. The commercials all end with the tagline: “We know what running out of airtime feels like.”
Black River creative director, Ahmed Tilly explains the creative rationale behind the campaign. “When you’re on prepaid, you never know when you’ll run out of airtime. It’s like being a wind-up toy that could run out of power at any time. You don’t know when you’ll run out and it usually happens at the most inopportune moments.”
The commercials were directed by Peter Pohorsky from Plank Films and produced by Gareth Hansen.
JTC launches online portal and Tourism Month campaign
The Johannesburg Tourism Company (JTC) has unveiled its annual Spring campaign. Called Live it Up in Joburg This Spring! the campaign forms part of JTC’s marketing strategy to entrench Joburg as a global, year-round business and leisure destination. From Arts Alive, the Joburg Shopping Festival and SA Fashion Week in September – to Africa Fashion Week and the Sansui Summer Cup in November, Joburg has a calendar jam-packed with special consumer and lifestyle events, festivals and celebrations.
JTC has once again partnered with a host of event organisers, hotels and tour operators to promote these signature Joburg spring events – enhancing them with special packages and offers. Aside from the live events feed and gig guide on its website [www.joburgtourism.com], a brand new channel in the marketing process is JTC’s newly launched booking portal (//travel.joburgtourism.com)
JTC also be will be deploying the Jozi Pass during September, a Mobicode Mobile ticketing and voucher platform. The system allows for partner offers to be promoted on the JTC website //www.joburgtourism.com . The Jozi Pass mobicode system will not only help build awareness of the great vJTC, alue that Johannesburg has to offer, but will also directly drive feet through partners’ doors, increase visits and hopefully increased spend. Most importantly it will leave visitors with a positive disposition towards Johannesburg.
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