Briefly… Ogilvy Johannesburg and Greenpeace build giant wind chime to lobby Government; 94.5 Kfm and BP pump up Summer in Cape Town; OHMSA welcomes another new member; Isolezwe shares the glittering glamour; ELLE magazine grows for the third quarter running; DStv and MTN 3G stream together
Ogilvy Johannesburg and Greenpeace build giant wind chime to lobby Government
Ogilvy Johannesburg has partnered with Greenpeace and renowned South African artist, Strijdom van der Merwe, to lobby government to consider wind energy as a source of renewable energy. But rather than asking people to sign yet another petition, or scale a crane, Ogilvy has come up with something a little different: a physical petition that people can actually see and interact with – one where each signature makes a tangible impact.
Ogilvy and Strijom will create a giant bamboo wind chime, so that instead of signing a standard petition, people will have the opportunity to sign their name on one of the bamboo chimes that will then be hung on the final installation. The more chimes – and the more wind – the more noise there will be.
Greenpeace aims to start collecting the bamboo chimes and petitioning for signatures during COP 17, using a temporary installation at the Greenpeace tent to hang up the chimes. The final installation, which will carry over 20 000 signed bamboo chimes, will be constructed next year after a series of fundraising efforts.
For those not able to attend COP 17, Greenpeace is collecting signatures via their Use Me More website: www.greenpeace.org/africa/en/Use-Me-More. Every signature will be transcribed onto a chime. You can also follow the @WindSouthAfrica for updates on the petitions.
94.5 Kfm and BP pumped up Summer in Cape Town
94.5 Kfm and BP’s Pumped up for Summer campaign broadcast via 94.5 Kfm last month, proved to be a real hit with Capetonians with 203 600 stickers given away in the Western Cape and even Mayor, Patricia de Lille, joining in the fun.
To enter 94.5Kfm and BP’s Pumped Up for Summer campaign, listeners were required to visit a BP service station and ask for a bumper sticker, which had to be placed on their cars in order to be eligible for a prize. It was up to the 95.4Kfm Ground Patrol Team to spot cars. The whereabouts of the Ground Patrol Team was advertised on air, Facebook and Twitter. Over the four weeks 125 registration numbers were read out on 94.5Kfm and the full R400 000 was claimed by listeners.
“We are delighted with the branding relationship between 94.5Kfm and BP. This campaign highlights the power of good branding and shows the pull that 94.5Kfm has on its audience,” said Colleen Louw, Station Manager. “94.5 Kfm has a reputation for creating campaigns that are innovative, yet simple, so that all listeners can be involved. This campaign is the proof of the vitality of radio and the reach of 94.5Kfm.”
It was evident from the numerous photographs that listeners posted on the 94.5Kfm Facebook page that they had gone to great lengths to decorated their cars with BP stickers and the station decided to reward their efforts with a special competition that acknowledged their creativity.
OHMSA welcomes another new member
Out of Home Media South Africa (OHMSA), the officially recognised trade association for the out of home media industry in this country, has welcomed a new member – Penny Black.
“Our growing membership base is reflective of the growth and development of the out of home industry. We believe Penny Black will not only contribute to OHMSA, 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,” says OHMSA executive director Melissa Moore.
Penny Black, established in 2007, has small-to-medium-sized holdings in several African countries: Kenya, Mozambique, Mauritius and South Africa. The company specialises in large format billboards. “We joined OHMSA because we want to be on the frontline in terms of industry intelligence and networking. We are proud to align ourselves with credible and reliable out of home media owners who all subscribe to a good code of practice,” said Renier Lombaard, Penny Black managing director.
Primall Media repositions – the champagne of retail advertising
Unlimited’s leading LSM A shopping centre advertising specialist, Primall Media, has evolved its identity and re-launched to the advertising industry under its new ‘Only the Best’ positioning. Through its new strategy, Primall will be working even harder at providing advertisers with the most advanced, creative media offerings and exceptional service across its network of upper end mall platforms.
The Primall Media brand and it’s in-mall media offerings are now firmly entrenched in 29 premium malls across the country, and have over the years been media partners to top clients including ABSA, American Express, Cell C, Clinique, DSTV, e.tv, FNB, Gold Coin, MasterCard, Samsung, Unilever and Visa to name a few. Lee Curtis, Primall’s Executive Head of Sales and Marketing comments, “If we sold wine, we’d stick to Champagne!”
Primall’s new positioning strategy draws upon its seven years experience in the upper end retail advertising arena, and uses it’s refined insights to strategically align clientele with the exclusive upmarket retail spaces in which it dominates advertising rights. “How we think, look and act is driven by a desire to provide advertising channels which are above par in aesthetics, execution and effectiveness,” says Lee. “Judging by how many of our advertisers extend campaigns and renew advertising partnerships year on year, our sophisticated media platforms in upper end environments clearly work.”
Poised to change the landscape of advertising in the mall environment, Primall is introducing new digital platforms in key locations within its mall network, moving in line with global retail trends and boosting the media standards of the spaces in which it trades.
ELLE magazine grows for the third quarter running
ELLE magazine has bucked the trend for the third quarter in a row, posting an increase in circulation year on year for the period July to September 2011.
According to figures released by industry circulation monitor the Audit Bureau of Circulations (ABC), the fashion monthly grew circulation by 3.3%, while the women’s general interest category declined by 2.3%.
“In a tough market, it doesn’t make sense to resort to gimmicks or short-term gains. Our approach is to stay true to our brand promise of “style with substance”. With the re-launch of our digital offering, we’re now of course able to do talk and listen to our readers on several platforms, which is an integral part of our strategy for the ELLE brand,’ says ELLE editor Jackie Burger.
ELLE has grown consistently in a year marked by significant losses in overall magazine circulation. It grew by 17% in the second quarter, topping its first-quarter growth of 13.6%. In all three quarters Elle achieved average copy sales not seen since 2008.
Isolezwe shares the glittering glamour
Popular Zulu daily, Isolezwe, scrubbed up and donned its Sunday best to support the glittering and glamorous SABC Crown Gospel Music awards, held in Durban in early November.
A capacity crowd packed Durban’s impressive ICC arena; anxious to see who would take the honours in 28 hotly contested categories. The brainchild of former Ukhozi personality and high-profile businesswoman, Zanele Mbokazi, the awards were launched four years ago to promote the gospel genre and facilitate social upliftment and moral regeneration.
Isolezwe Editor, Mazwi Xaba, says “it’s an honour for Isolezwe to be involved with an event which recognizes performers who’ve worked so hard to achieve success. It’s amazing to see how the Crown Awards have grown over the years, how we’ve grown together.”
Although more accustomed to the written word, Xaba shared the stage with the host of Africa’s biggest radio show, Ukhozi’s Sbu Buthelezi, to present two awards. “Music is a passion for our readers,” says Xaba. “At Isolezwe we cater for very broad tastes – from Jazz, Pop, R&B, House, Maskandi, Gospel, Isicathamiya – it’s all in the mix. But Gospel is arguably number one among our readers. The latest DJs feature prominently in our title but we also pay attention to the more traditional genres,” says Xaba.
Isolezwe sells an average of 106 734 copies every weekday throughout KwaZulu-Natal and Gauteng. The Sunday edition, Isolezwe ngeSonto sells 81 553 copies. A Saturday edition, Isolezwe ngoMgqibelo was launched at the end of August and has rapidly grown to sell an unaudited average of 55 400 copies a week.
DStv and MTN 3G stream together
DStv Mobile in partnership with telecommunications operator MTN have launched a 3G streaming Mobile TV service that will allow MTN subscribers to watch DStv channels on their handsets.MTN subscribers who subscribe to this service will now watch 11 channels for a subscription of R40 per month or R15 per week.
“We are very excited that the service is now available to a wider audience of different platforms. Our broadcast mobile TV service has been available from MTN for close to a year and bringing mobile TV on a 3G platform is a natural progression of our partnership,” says Mark Rayner general manager: DStv Mobile South Africa.
Great sport channels include Live on SuperSport and SuperSport Blitz, for the latest news and highlights from sports fields around the world. Africa’s leader in music television Channel O and the non-stop music videos on TRACE Urban will keep music lovers entertained. Kids can enjoy top toon stars on Cartoon Network and adults can take a walk down memory lane with vintage cartoons on Boomerang Mobile.
Additional channels include the celebrated AfricaMagic, a channel with extensive African content from movies to game-shows; international current affairs channel CNN, SawSee, a movie trailer channel for all the latest Hollywood blockbusters and E! Entertainment Mobile, your front row seat to the latest Hollywood glitz and scandal.
The service will be available to all MTN subscribers and works on 3G compatible handsets that can connect to MTN Play (www.mtnplay.co.za). Check out www.dstvmobile.com for more information.
