We are here today at the second Ad Forum evaulating the work of 8 top agencies in relations to the World Cup. The invited agencies will be showing a piece of work and the expert panel (Oresti Patricios, Gordon Muller, Andy Rice, Sizakele Marutlulle along with Jeremy Maggs) will have an opportunity to question them. Our agencies taking part today:
MetropolitanRepublic – Wimpy
Trying to infiltrate the World Cup into the brand, didn’t use soccer but tried to use the patriotism of the country.
We wanted to ignite the brand of Wimpy and the world cup was the perfect opportunity. More than just the add also built a microsite www.nationalbreakfast.co.za to hold all our viral elements. We also used billboards at the airports, we did a tie up with Engen where Wimpy was situated around the country. Found out that there are various legalities with putting ads on YouTube and therefore the microsite was the perfect solution.
Black River FC – Mini “6 Colours to stand By”
The initiative for this ad was really to create some buzz and the idea was to get as many flags out there as possible. Mini manufucters give out flags for your mirror for free.
The intention really was to ge South Africans amped. The brand was the catalyst for making the public want to own the flag. We wanted South Africans to love the brand.
Foreign visitors misconception about South African we wanted to have some fun with it. Created various ads showing these stereotypes and how ridiculous it is. The brand is about commenting about things in society quickly in a way that Nando’s have become known for.
King James – Kulula.com “the campaig for the ‘you know what’”
Initially pricing campaign – wanting to advertise flights for R499. Sort of expected Fifa to come at us but that just made our jobs easier at the end of the day.
Ran a second add where we removed the icons that Fifa complained about. This campaign success was really on Twitter and Facebook with all the conversations going and free publicity. Once we realised how powerful the anti-Fifa sentiment was here in South Africa we followed up to trademark the sky on April fool’s day and continued the campaign right through the World Cup.
DDB SA- McDonalds “Four Shadows”
Objective to recruit children to be players escourt during the World Cup. Really wanted to leverage the dream that children have.
We actually added on activities where we went to rural communities and schools to give kids across the country to enter. The purpose of this was really to promote the healthy lifestyle more than just the menu items.
Ireland Davenport – MTN “Africa United Campaign”
Challenges was to do something that will work for a lawyer in Cape Town but also a fanpark in Ruwanda. Created a huge expectation for football in Africa and have high hopes to use this campaign going forward for future. After all the xenofobia attacks in South Africa this campaign was meant to really struck a cord with all.
Volcano – Sony “Imagine football in 3D”
Campaign based on Kaka but one of our challenges was how to show 3D to people watching on 2D.
The activition was key and you have to see this to experience it really therefore we built a huge 3D Dome at the Nelson Mandela Square to showcase our products.
This was not just focused on South Africa but important that it works for South Africans.
The Jupiter Drawing Room (Cape Town) – Hyundai “Gees”
Struggled with Hyundai as it seen as a non-competitive brand in this market. Objective was to improve brand tracking and sales during this campaign. We come in intentionally late to try and understand what the people on the ground is feeling. We have more traffic on our site than Volkswagen and since April we have been outselling Toyota. Hyundai is associated with the World Cup because we wanted to try and push product. The thing that changes perception in the mass market is that people want to buy cars that they have seen on the road
Ogilvy – SAB “Superfan”
Great idea of reconciliation and making these people ambassadors for the brand. The fans is the liveblood of the sport and SAB reflected that in this add showing the true dedicated fan.