A beautifully fresh morning welcomes everyone at this, the next episode of The Journal of Marketing Breakfast, at The Michelangelo in Sandton. A Loerie themed morning, Hosted by Andy Rice, today’s topic revolves around “Squawking About Winning Advertising”.
Loerie ads are judged according to 5 categories:
- Innovation – creativity in terms of being distinctively different
- Quality – how well is the idea executed
- Relevance to the brand,
- Relevance to target audience,
- And relevance to the chosen medium
On the menu today to talk and question about winning ads are:
Andy Rice, Chairman, Yellowwood Brand Architects
Oresti Patricios, CEO at Ornico Group (Pty)Ltd
Steve Miller, CEO at BF Strategy
Lou Boxall-Davies, Chief Strategist at Morris Jones
Geoff Whyte, Managing Director at Snackworks
The Vodacom Music Station, done by Draft FCB, directed by Neo Mashingo.
Goal: To promote that Vodacom provides the listener to have radio at their fingertips, their own choice of music.
Creative angle: The DJ Keeps talking over the music, that the listener really wants to listen to. Where as they have their own choice of music via Vodacom.
Delivery: Pointers were given for the voice artist to talk about, and then were elaborated on in studio.
- The voiceover artist did a fantastic job at depicting the DJ.
- The ad explains that it is music without a DJ, any category any music. Like listening to a radio station, on your cellphone.
- Was flighted on vernacular ALS radio stations.
- The Vodacom brand doesn’t come out strong, but appears as a spot read by the DJ.
- Sales increased in terms of data markets. A lot of teaching still needs to happen. The campaign was driven to teach people on ALS stations to use their phones for other functions, like data, and not just voice.
- In terms of building the brand, they wanted the brand to be viewed as a friend, with a comedic thread.
Yuppiechef vs Woolies
Agency: Hello World
Danni Vos, CEO
Yuppiechef.co.za hijacked Woolies’s misspelt URL, registered it, and held it ransom. Challenging them to donate money
- They had less than 14 days before Valentine’s day.
- Social media driven, but mainly driven by the PR.
- How do Yupppiechef now continue to engage? They are an online company, so they continue with online and social media.
- It’s about finding the right social idea, and backing it up with the right brand.
- If it were to be done again, would it be done differently: Because of time constraints, strategy couldn’t be planned. A bigger base could’ve been achieved, and the Yuppiechhef current bas could’ve been utilized.
- Great opportunistic campaign, and a great PR exercise – what was the PR strat: was totally focused on radio and online media. Power of online has turned a corner, to use Online PR more – to engage online bloggers more.
- Built their social media database immensely.