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

Advert 1:

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.

Advert 2

Yuppiechef vs Woolies
Agency: Hello World
Danni Vos, CEO

The sign, which had the incorrect URL on, which Yuppiechef held ransom.

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.

…./2

Lynne Clark – The Social Media and MSN lady

Lynne’s presentation emphasized to me a few basic points on social media. This includes how social media have changed the consumer’s relationship with a brand as it is a point of influence on users’ decisions. Social media serves several functions for users – information, entertainment, community and self expression. However it has a very compulsive and addictive side as well and this is apparent in most corporates banning Facebook as it has caused a loss in many work hours. She also demonstrated the use of social media and how consumers are starting to synchronize all their social applications at one point. But the question still remains – how do you really utilize social media as an advantageous marketing tool?

Karin Du Chenne – The Mobile Research lady

From the previous day’s talks on mobile, Karin du Chenne’s presentation on TSN’s “Global Telecoms Insights of 2009″ was very appropriate. The research was conducted world wide (including South Africa) and helped with insights into the mobile market, what people are looking for in a mobile device, and what they use it for. The research indicated that promotion of the mobile web has increased with the advent of the Smart Phone, as users with these devices are more likely to surf the mobile web. Once again the iPhone made an appearance and seems to be the front runner when associated with its online access capabilities.

Rudo Maponga – The Black Diamond lady

Even though the term “Black Diamond” is such an overused term, I still find some sections of this research useful, especially when it comes to how you communicate with this type of segment. As marketing is ultimately not just aimed at a demographic profile, but at mindsets and attitudes as well, this study helps us marketers formulate communication that tickles the right string in this market segment. Not only do you have the 4 segments within this group (Mzanzi Youth, Starter Ups, Young Family and Established), marketers need to remember that these individuals range between two mindsets – “status quo” or “future focused“. This requires marketers to vary their message between community focused individuals to ambition based messages.

My Final Thoughts on the Symposium?

It was great to be surrounded by like minded individuals in the digital space. Throw in an awesome venue that supplied us with really good food (really, this is not a promotion) and lovely accommodation and you have a great mix. Even my long wait at the tiny Cape Town Airport was worth losing 2 day’s worth of work.

On a serious note, the presentations were relevant and interesting and it showcased South Africa’s digital opportunities. There are many exciting things that will happen in this market and will attract appropriate support very soon.

Way to go Habari!