Briefly…Nando’s takes aim at dictators in festive season campaign; Can a billboard show you what you’re breathing? Ogilvy Africa wins AdFocus African Agency Network of Year; Slicing and dicing top-end data
Nando’s takes aim at dictators in festive season campaign
Nando’s ‘dictator’ ad has had the social networks humming with activity and sharing like crazy since it went live last week. One of the biggest news stories of 2011 has been the downfall of dictators around the globe as ordinary people have taken back their power. So, in true Nando’s style, this incredible movement towards democracy cannot escape without comment and the brand has set its sight on these and other dictators of the past in its latest campaign.
The central idea of Nando’s festive season campaign revolves around one particular African dictator, let’s call him ‘Bob’, a dinner party he throws for some likeminded friends and his memory of the ‘good times’. But that’s just the TV! Nando’s has created a fully integrated campaign for the festive season that includes a host of in-store activity and radio that will be sure to bring a ‘famous’ voice to the airwaves.
Blackriver FC creative team working on the commercial included executive dreative director, Ahmed Tilly, creative director, Suhana Gordhan, AD Monde Siphamla and copy writer, Nhlanhla Ngcobo
Follow #mealfor6 to enter the Twitter based competition running throughout the campaign. www.mealfor6.co.za
Can a billboard show you what you’re breathing?
Recently, a billboard was erected at OR Tambo International Airport carrying what at first appeared to be an extremely simple message: a stark white background, the words BlueEFFICIENCY and the familiar Mercedes-Benz logo with its tagline, ‘The best or nothing’.
BlueEFFICIENCY is Mercedes-Benz’s leading-edge vehicle technology that combines a range of energy-saving innovations to radically lower fuel consumption and create cleaner exhaust emissions. And that means fewer impurities in the air.
That said, filthy air is not something we can usually see with the naked eye. Mercedes-Benz’s latest billboard created by Net#work BBDO is set to change that and cleverly uses the pollution in our environment to get the message across. As the billboard is exposed to the Gauteng air its surface discolours as it captures impurities from the atmosphere. The only part of the board that stays free of the filth is the part that reveals the message on the previously stark white background: If more cars had BlueEFFICIENCY, you wouldn’t be able to read this.
Watch the video here: //youtu.be/xBWpH33ttyc
Ogilvy Africa wins AdFocus African Agency Network of Year
Ogilvy Africa won the AdFocus African Agency Network of the Year award for an unprecedented third year running at last week’s Financial Mail AdFocus Awards ceremony. The agency has dominated this category every year since its inception in 2009.
Ogilvy Africa is the largest independent marketing services company in Sub-Saharan Africa and the biggest agency network in Africa with 30 offices in 26 countries. This year, the agency won on the basis of its consistent performance, creativity and outstanding results for clients that include some of the largest global brands.
According to Marc Spriestersbach, Business Unit Director at Ogilvy Africa, highlights of the past year included winning the business for Ernst & Young, strengthening the SABMiller account across 26 African countries, and launching Airtel mobile in 15 countries in just four months. Recently, KFC also announced that Ogilvy Africa would be handling its $2bn African expansion.
City Press launches ViP loyalty programme
City Press has launched a ViP programme. The City Press ViP Card will give holders access to a host of lifestyle offers, exclusive events around the country and discounts and special offers on quality products and services.
Once activated readers will have access to special events, often with a food theme like the Eat Out Awards, but also touching on other aspects of living a good lifestyle. Readers can apply to attend these events through the mobisite: vip.citypress.co.za on a first come first served basis.
“City Press is a compelling read, but now with even more benefits,” says Minette Ferreira, GMof City Press. “We realised that as a leading Sunday newspaper we had an opportunity to offer our readers additional value. We’ve worked hard to develop this card that offers readers real value and real rewards and helps to add some extra style to their lifestyle.”
The City Press ViP card also launched with magazine subscription discounts between 25 and 50 percent on titles such as Woolworths Taste, Visi, Eat Out, You, Huisgenoot, True Love, Men’s Health, Women’s Health, Fair Lady, Destiny and Destiny Man.
Slicing and dicing top-end data
Recent research into the country’s top spenders revealed that these consumers are largely immune to the marketing messages directed at them and a much more targeted approach is necessary if it is to be successful.
Now marketers have the tools to do just that; the results of the TopEnd Survey, conducted by RamsayMedia Research Solutions (RMRS) in association with the UCT Unilever Institute, have been made available on Telmar, giving marketers the ability to analyse the attitudes and behaviour of this segment and refine their message accordingly. The research will be obtainable through Nielsen, eighty20 and other cross-tab programmes shortly.
“Previous assumptions about the well-heeled and their attitudes to brands and branding have been turned on their head by TopEnd. Not only is this segment of the market extremely diverse in its beliefs and attitudes, it defies a one-size-fits-all approach. Unless advertising messages recognise the distinctive nature of these consumers and demonstrate how brands add value to their lifestyles, they are likely to miss the mark,” said RMRS general manager Andrew Stodel.
“The research reveals that the worst mistake marketers can make is to box them and treat them like one of the masses. ‘I am special, treat me differently’ is the mantra of these consumers,” he explained.
The cross-tabs on Telmar and other programmes mean that marketers can drill down deeply into the preferences and spending habits of TopEnders, revealing invaluable information about both branded and non-branded data in addition to demographics.
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