Briefly… TopTV launches airtime sales; New ad campaign for Property24.com; APEX Awards make call for entries; Refreshing campaign for Halls Summer Mint; Primall Media revitalises L’Oreal; Chris Moerdyk confirmed for ABF Cape Town Golf Day
TopTV launches airtime sales
Since its launch in May 2010, TopTV has been inundated with requests about advertising on the platform. Following a testing phase with various stakeholders, TopTV Airtime Sales is now ready to accept advertising on eight commercial channels. These channels include Top One, Top Movies, Top Movies +2, Top Movies +24, Top Crime, Top History, Top Explore and Top Gospel. This pool of channels will grow over the next few months as negotiations with 3rd party channels are concluded.
TopTV Airtime Sales will start off with a manual booking process until the airtime sales system gets implemented and officially completed in the first quarter of 2012. TopTV has also entered into negotiations with Landmark, an airtime sales system used by other major broadcasters in the country.
“We are very happy with the positive response from the advertising industry thus far,” says Jean Meyer, VP: Airtime Sales: “There is definite interest in the TopTV Airtime Sales offering and key decision makers at agencies as well as advertisers seem to share our vision of where this business will be in a year.”
TopTV has just had its first 12 month data release on AMPS and is also currently being measured on TAMS. AMPS reports TopTV’s past seven day’s viewership at 134 000 households and at 364 000 viewers. This figure does not take into account the growth since the study was completed at the end of June 2011.
For further information visit the website at www.toptv.co.za for rate cards and contact details.
New ad campaign for Property24.com
Online property listings portal Property24.com has launched its irst-ever television advertising campaign, designed to advance the brand and to further educate the market regarding the benefits of their aggregated search facilities.
The campaign, entitled ‘Find Your Perfect Home’, incorporates a series of three adverts, which feature light-hearted and quirky interactions between potential buyers and estate agents and clearly demonstrate how easy it is for homebuyers to find their perfect home on Property24.com.
“The vast majority of South Africa’s leading estate agents list their properties on our site which gives buyers the ability to see what’s on the market in one place and find the place that’s perfect for them. We’ve always recognised the valuable contribution that estate agents make to the property industry as a whole and their invaluable role in the home buying and selling process,” says GM JP Farinha. “As estate agents manage the sale of an estimated 90% of the property stock on the market at any time, we strongly felt that this should be conveyed as part of this campaign.”
“With over 517 000 unique users each month, this campaign is less about increasing numbers than it is about boosting overall understanding and trust in our brand and our product,” says Farinha. “Our goal is to convey how easy it is to find your perfect home using the Property24.com portal and explain who we are to consumers in a bigger, broader fashion.”
The TV adverts will be supported by simultaneous online and social media campaign
APEX Awards make call for entries
The Association for Communication and Advertising (ACA) says it is time for agencies and their clients to start thinking of the campaigns they would like to enter into the 2012 APEX awards, which is proudly sponsored by DSTV Media Sales.
The business of advertising and communications is as much as science as it is art considering the constant refining and redefining of creativity needed to drive success amidst a recessive economic landscape. Those agencies and their clients who produce campaigns that successfully elevate and change perceptions, drive foot traffic into stores, increase consumers’ spend, move products off shelves and ring cash registers deserve recognition and reward.
Since its inception in 1995, the APEX awards recognises and celebrates the highest standards and achievements of creative and strategic effectiveness in communications campaigns.
APEX entries are judged in one of the following three categories:
- LAUNCH – for brands or services that are less than 12 months old with no significant history of advertising.
- CHANGE – for new campaigns from previously advertised brands, that resulted in significant short-term effects on sales and/or behaviour – short-term being within a period of no more than 18 months.
- SUSTAIN – for campaigns that benefited a business by maintaining or strengthening a brand over a long period, i.e. 36 months.
Entrants are encouraged to attend the free APEX workshops taking place in Cape Town and Johannesburg to learn more about the entry process.
The workshop details are:
Cape Town – 15 November 2011 at Ogilvy Cape Town from 13H30 to 15H30
Johannesburg – 30 November 2011 at TBWA (in the auditorium) from 14H00 to 16H00
Seats are limited. To book your place at the workshops, send an email to apex@aaaltd.co.za
Refreshing campaign for Halls Summer Mint
Summer has officially arrived and Halls has welcomed in the new season with the launch of Halls Summer Mint. It’s a burst of fresh fruity flavour with a hint of gentle mint – a great invigorating refreshment to enjoy on a hot summer’s day.
The Halls launch will be supported by a full through-the-line campaign to create excitement amongst consumers. The popular ‘Squirrel’ commercial will continue to flight across local TV channels highlighting the new summer flavour as well as a new fun and quirky print advertisement. Listen out for two hilarious radio commercials and a radio promotion set to make you believe that Halls really does help you ‘Free Your Voice’. The brand is also embarking on a nationwide sampling campaign at key commuter points as well as advertising on commuter TV.
Halls Summer Mint samples will also be placed in Billads Bill Folders across the country. The design encourages customers to ‘Free Your Voice’ by answering questions regarding the restaurant’s service. Look out for the cleverly worded and humorous questions for example: The waitresses have nice legs – tick?…The summer specials aren’t that special – tick?…
Primall Media revitalises L’Oreal
L’Oreal’s Revitalift, the anti-wrinkle skin care programme designed to firm up the skin and fight the signs of ageing, has contracted Unlimited’s shopping mall advertising specialist, Primall Media as its retail media partner of choice. The three-month campaign is geared to generate consumer awareness of the product in top shopping malls countrywide.
In partnership with media agency AML and creative agency McCann Erickson, the Revitalift advertising campaign includes a combination of Primall’s Branded Escalators, Lift Doors, Hanging Banners and Glass Lift media platforms inside the Eastgate and Gateway shopping centres, with each boasting 23 million, LSM 6 – 10 consumers through their doors each month.
Primall Media’s Lee Curtis comments, “Our media platforms are located in prime positions in each mall and are able to raise the awareness of the brand just moments away from the point of sale. L’Oreal has been a long standing client who understands the benefit of owning the retail mile. Based on the millions of affluent shoppers who will be exposed to the communiqué over the period, we’re confident that the campaign will be a huge success.”
Chris Moerdyk confirmed for ABF Cape Town Golf Day
Corporate marketing analyst and advisor, Chris Moerdyk has confirmed that he will assist the ABF by acting as Master of Ceremonies at the organisation’s Cape Town Golf Day that will be hosted at King David Golf Course on the February 17 2012.
“We’re thrilled to have Chris all to ourselves for a day. We haven’t had a golf day in Cape Town for some time and he will be a great addition to the festivities as we reintroduce this event to the industry. We really appreciate his time and effort and look forward to hosting a real powerhouse event,” says Sharlene Vallance, executive committee member of the ABF.
Moerdyk is the former head of strategic planning and public affairs for BMW South Africa and spent 16 years in the creative and client service departments of various ad agencies, before being appointed as resident director of Lindsay Smithers-FCB in KwaZulu-Natal.
These days the award winning Chris spends his time as a sought after corporate marketing analyst, advisor, writer and media commentator.
Four balls for the event are still available at a cost of R1 500 for early bird bookings. The price includes green fees and dinner. The ABF also have hole sponsorships available as well as an opportunity to sponsor the halfway house and entertainment for the evening.
For more information, please contact Sharlene at sharlene@abf.co.za.
