With any new media there is always concern and uneasiness regarding its use, but the growth of digital has now surpassed this child-like stage, where more brands are now choosing to allocate a larger percentage of their budgets towards the use of digital media over the use of traditional media than ever before. According to the Digital Media and Marketing Association “The outlook for the South African digital publishing industry is positive with excellent results being recorded in the first quarter of 2010.”

It can therefore no longer be said that digital is an ‘add on’ to a brand strategy due to its rapid growth over the last few years. Digital should be seen as a viable platform; just like that of television and newspapers and just like with any other platform the selection for a brand will ultimately depend on the overall objectives determined within the strategy. A brand should thus always utilise a media neutral approach.

If digital does however work for the brand there are various advantages of its use. Digital can be updated and changed whenever necessary, unlike that of traditional media, so if there is an issue with a website for example, it can be fixed almost immediately. Secondly, the concept of instant links back to the world of digital and directly correlates with the ideals of the new consumer who ultimately thrives on instant gratification.  Digital media is also much more measurable in terms of reporting, as information is more freely available and through Google analytics for example information is collected and organised almost immediately.

There are many other digital tools for tracking and measuring data and many can be utilised free of charge, making it a lower cost medium in terms of measuring. Lastly, digital is more focused on Return on Investment (ROI), however it is vital to ensure what the set criteria is in order to achieve that success. According to Ahmed and Tunnah, who are both involved in large corporate digital endeavours “If you don’t have clear criteria for success and a way to measure your progress against them, there’s no way you can be deemed to succeed.”

Conclusion

Digital should no longer be seen as an ‘add on’ to a strategy, because it has gone through a rapid growth over the last few years.  It should however be viewed as a platform, whereby it is selected so as to achieve specific objectives. A brand should never just push digital to fit into a specific message, as this will simply result in wasted time and limited results. Digital offers many advantages over the use of traditional media and therefore if it is determined that digital media is relevant in achieving the objectives, the desired goals must be identified so as to measure the brands overall success.                                                                   

  How does your brand operate?

Have you used digital as an ‘add on’?

Are you operating in a media neutral way?

His search engine called WireDoo will offer more filtered and targeted search results, which will return not only your query results but also related content to your query which he refers to as “deep and relationship search”.

The search engine market is a very hard one to crack with the giant Google, Yahoo! and Bing.You can watch the below video for more insight on this new upcoming search engine and check out the site here (not launched yet, just a login page and weird logo), and you can judge for yourself. I wonder what the search button will be called… “it’s hammer time”? LOL

MC Hammer interviewed at Web 2.0 Summit 2011

We had a great line-up of panelists to address us on Design and Packaging from various industries that are very influencial in the entire process. The panelists were as following: Gareth Pearson – CEO and Shareholder at BMI Reasearch, Andrew Human – CEO of The Loeries Awards, Adam Botha – Creative Director of Switch Branding and Design, Mariette Du Plessis – Partner at Adams & Adams, and Karen Saville – Client Service Director at Y&R (Johannesbburg).

Jeremy Maggs opened the discussion by sharing a few consumer behavior studies done which reveal that 70% of purchase decisions by the consumer are made in-store hence the importance of outstanding packaging which gives the consumer a different experience in their “mood of purchase moment”.

Gareth Pearson then took over taking us further into detail of “Consumer Insight” by adding how consumers are looking for value and convenience as the main factors influencing their purchase decision. And with the “Green” movement, now consumers are also environment conscious which affects the packaging of products.

The recycling process has quite a huge impact on logistics therefore added costs to the manufacturing of packages. Even though the Green movement has slowed down over the years, government regulations are being discussed to be put in place and the packaging industry will self-regulate through the Waste Management Bill.

Also social media has an impact on packaging, one example being the QR  codes on Doritos pack which pack design and product testing were done resulting from the impact of Waste Management Bill. But regardless of some of the limitations that affect design of packaging, we still come up on top for creativity and innovation in the world with the 2009 World Star Awards being testimony to that as South Africa won 9 awards, Japan 7, Norway 2 and Singapore 1. We must not downplay how creative we are.

Andrew Human then filled us in on how new and innovative packages create a different experience for the consumer. The Loeries Awards focus on the following quality of packaging trends: innovation and relevance to brand and audience. He then shared a few winning examples like, packaging by Bushmills and Cabriere.

It appeared that the most package conscious manufacturers are the Alcohol and Perfume industries. Well it has been researched and discovered that Alcohol and perfume purchases are highly driven by their packaging. Consumers almost exclusively purchase based on the packaging, which affects the pricing of the product.

Another example of great packaging is the Café Royale Tequila packaging – great innovation where South America meets Italy was the theme of the design.

Adam Botha talks sustainability of packaging design, the impact of CPA and the challenge to be creative taking all those parameters into consideration. As packaging is the final point of contact before the consumer makes a decision to purchase, it’s important for your product to stand out driven by creativity as the consumer notices what’s different.

A few techniques you can use is illustration to create a hand crafted, sustainable look. This can also help to curb the new rules of the CPA as The new CPA legislation is challenging creative minds to stay within the boundaries therefore limiting designers from being more innovative.

Karen Saville from Y&R shares with us their Pick ‘n Pay on Nicol project with us and all the design elements that went into the project including their target of their entire concept and how they brought that innovation to life with the help of the contractors they worked with. PnP brought global best practice, briefed architects and went away from the box format.

Y&R focused on making the store a sensory and comfortable experience for the visitors by being involved in every detail of the store. They used iconography rather than wording to achieve a more pleasant and interactive in-store experience for consumers which will make them spend more time in the store and make more purchases there.

Thyme on Nicol restaurant is seamlessly intergrated into PnP on Nicol whereas Good Food Studio is sexier and focused on ingredients. “the more pleasant and interactive you make your in-store experience, the more time people will spend in your store.” ~ Karen Saville.

With all the creativity and innovation needed in the design of your packaging, the companies who succeed at this face a lot of copy cats of competing products using the same theme of their creative to try to steal the loyal consumer purchases made based on the winning packaging.

Therefore it’s very important to register your creative to avoid such, as most companies do not register their creative which would cost them way less than a legal lawsuit against copy cats would cost them. Product creative counterfeiting is the biggest growing industry in the world!!!, and that’s where legal firms such as Adams & Adams come in.

Mariette du Plessis educated us on the legal and regulations side of the whole matter at hand. Any packaging can be protected if it can be graphically presented. She used the Jack Daniels packaging as an example of a very distinctive and subjective design. The Coke bottle is also a great example of trade marking.

Words like “pure” and “natural” cannot be used on packaging. “Original” can only be used if you are the first to launch such a product in that category.  Due to the CPA we need to design packaging to be more transparent and give the right and full information for the consumer. The package must not just only say “green” but the brand must be able to support by giving more information.

Conclusion:

Packaging design is a highly influencing factor in consumer purchase, therefore for product manufacturers, design innovation must be an informed business decision. Not just the design, but also the green and organic factors are now being considered by consumers in packaging.

Innovation in packaging is determined by budget as packaging can cost up to 45% of the overall product cost. Design registration is very important to protect your creative design from copy cats.

Insights for the day: Be interactive, responsible, sustainable, innovative and creative.

Social Media marketing and management of this event was done by saidWot and Virtuosa.

Interesting mobile facts for South Africa:

• 57 percent of South Africa only access the web through their mobile phone
• In South Africa cell phone banking is used by 28 percent of the total population whilst only 16 percent of the population utilise Internet banking
• In South Africa 65 percent of all smartphone owners use apps to improve their lives
• On average a user spends 9% more time using mobile apps over the use of the Internet
• Games and social networking apps combined are equal to 79 percent of consumers overall app usage time

The Mobile App
The trendy word in mobile today is the App. As consumers move into the notion of the super consumer, many feel the need to be in control of everything they see, view and interact with. Applications have thus gained a greater importance with apps for almost everything from fun apps (which may have no real use, like the infamous broken screen app) to business related apps which improve overall mobile operations speed and performance.

Mobile apps are creating more possibilities for the mobile phone, and brands like for example; LinkedIn, Facebook and Twitter have taken advantage of this trend, by creating their own personalized apps. Mobile apps assist in brand integration and allow the consumer to stay connected whether it is off-line, online or though mobile and many brands will start developing apps as a way of communicating with consumers.

What is hAPPening in South Africa?
Vodacom has recently decided to create the brands own app store with over 140000 applications.  ”We think that this will drive the growth and innovation within an already thriving local South African mobile ecosystem,  ” they said.

MTN seems to have picked up on this new development and has announced that their own app store is “currently in the works,” with an apparent launch in less than six months time.

This trend has not only risen within mobile networks, as 5FM has created an app for BlackBerry which allows users to listen and stay connected to 5FM where ever they go, and FNB have launched both FNBConnect (used to locate ATM’s and has some of the VASP functionality) and the first South African integrated mobile banking application.

Conclusion
The growth of apps in South Africa and worldwide, continues to be on the increase and why not take advantage of it? Smartphones and browser-enhanced cell phones keep consumers connected 24/7 and it seems only obvious that to stay connected with the consumer is to talk to them where they already are.

Apps allow for greater consumer-brand interaction and consumers like to download different apps that make their lives easier. Apps may assist brands to break through endless ad clutter and to connect directly with their target markets. Who would have thought that smartphones and browser-enhanced cell phones would surpass the capabilities of the computer, but it seems that targeting of consumers on smartphone apps is the smart choice for brands today.

First of all let’s look at your newsfeed.

This has been made more efficient by removing both Top Stories (which showed the most popular topics) and Most Recent (which placed news in chronological order). The newsfeed now puts up one stream of all the stories relevant to the time they were posted, and according to Facebook “News Feed will act more like your own personal newspaper. You won’t have to worry about missing important stuff.”

Facebook has increased the character limit for status update s from 420 to an impressive 5,000 meaning that brands now have the chance to say more than ever before. There are also bigger pictures in your newsfeed and you can mark stories as top stories meaning that Facebook will automatically put similar stories at the top of your newsfeed.

What is the ‘Ticker?’

Ticker allows the user to link up with friends in real-time whereby you can see immediate updates and join in conversations at any time as the news feed seems to lag in terms of immediacy. The ticker has now created the ability for you to ‘listen in’ on conversations that were meant to be private with people you may not even know (i.e. friends of friends).

What are Smart Lists?

Smart Lists allow the user to create lists based on certain aspects of an individual’s profile for example your family, school, university and so on. Once an individual in the list updates their profile or posts a comment, the list will indicate the total number of new posts by that group of people.

What about my privacy?

It is important to note that through the addition of the ticker, it is now easier for people  to view pretty much everything you post, like or add. You can limit this by changing your privacy settings to “friends only” or “custom” lists. These settings can be accessed either through the privacy setting in the top right corner of your post or at the top right corner of your page. Remember that with the new Facebook, everything you do will be shared immediately to your newsfeed so be careful when authorising various apps, and make sure you understand and are aware of your privacy settings.

According to an article by Alexandra Reid “If you’re friends with a prospect on Facebook, what you’re watching, reading and listening to, and even what locations you check into, can impact their perception of you professionally and damage business relationships.”

An important aspect you should however take note of is secure browsing. According to Carl “By default, Facebook sends your access credentials in the clear, with no encryption whatsoever. Switching to HTTPS is important because a browser extension called Firesheep has made it especially easy for anyone sharing your open wireless network—at cafe or conference, for example—to sniff your credentials and freely access your account.”

In order to change this, it is important to go to your account settings, select the security setting and enable the secure browsing option.

What should brands be aware of?

With Facebook’s new social plugin it is now possible to drive additional traffic to your site. The social plugin is installed on the businesses website and must then be permitted access by a Facebook member. Each time a user visits the businesses website a notification (stating that the page has been read) can be returned back to Facebook whereby a post will be shared on the users’ wall, and newsfeed. This facility is available to developers via Open Graph

A new button referred to as the ‘Subscribe Button’ could also assist in benefitting brands and their engagement with consumers (followers). The subscribe button allows the individual to subscribe to updates by public figures of the brand, who can share posts for the individuals who have subscribed. Additionally the brand can subscribe to regular influential visitors assisting in mutual relations. The subscribe button shares similar resemblance to the follow button on Twitter and works in a similar way.

The Ticker can be used to a brands adavntage as long as a brand has a cohesive strategy whereby updates are placed thoughtfully and interaction with consumers is relevant. Brands need to create relevant, consistent and interesting stories so as to keep the user interested and willing to engage regularly with the brand.

Conclusion

According to SodaHead a public opinion forum, 86% of users are against the Facebook changes with many saying that Facebook is overloading the user with too much information from both the Newsfeed and Ticker, being compared to a kind of Twitter feed, but it’s important to remember that “We are its product, not its customers,” says Andrew Brown editor of Cif belief, with its customers actually being the advertisers.

Our panelists were:

• Geoff Whyte – Brand Consultant
• Jermery Sampson – Group Executive, Interbrand Sampson
• Jenny Pienaar – Partner : Trademark and Litigation Department, Adams & Adams
• Noah Greenhill – Senior General Manager – Marketing and Business – JSE
• Zayd Abrahams – Sparkling Beverages, Coca Cola Company

The debate began with a showing of the now famous Darth Vader – The Force: Volkswagen Commercial .

[There is a video that cannot be displayed in this feed. Visit the blog entry to see the video.]

Jeremy Maggs [@maggsonmedia] led the discussion and here is an overview of all the questions and answers from the session:

What should brands protect their brands in ads?

• Jeremy Sampson – brands should entertain and use copyrights to protect their brands.

Can brands copy other brand logos and ideas?

• Jenny Pienaar - The more successful you brand is the more prevalent it is in terms of exposure – there is law that supports brands. As a brand owner you must act fast to protect brand from infringement
• Noah Greenhill - This is a tactic used by brands (copying ideas) – for example “No name brands”.

How do you deal with infringement threats?

• Geoff Whyte – There is a huge amount of brands passing off as others so it is important to protect your brand space in every way.
• Zayd Abrahams – Smaller operators are outclassing bigger brands as they copy colour, mottos, brand ideas for example.
• Geoff Whyte – Challenge for businesses is managing value propositions and quality as Chinese goods flood the market.

Can Brand laugh off imitations?

• Geoff Whyte – You cannot afford to as the brands name is at stake therefore a brand needs to make sure that they protect the brand legally from such infringement.
• Jenny Pienaar – Infringement must be dealt with in any way possible as its damage to the brand can be huge. You may be ignored by the perpetrator but this is worth pursing in the quotes.

“There is no quick remedy to copyright infringement” – Jenny Pienaar – Partner : Trademark and Litigation Department, Adams & Adams.

How do big companies deal with infringement?

• Zayd Abrahams – Consumers need choice however within the boundaries of copyright infringement. Brands must make sure that the employees understand the rights that they have.

How else can brands try and make sure that consumers don’t move on to other brands?

• Geoff Whyte – The emotional questions come to play: “how emotional does brand A make me feel”? or “how do I feel about the cost of product A vs. product B”?
• Noah Greenhill – You may also try and often change your brand packaging so that you cover yourself from any infringement (to protect your brand space).
• Jermery Sampson – In order to protect the brand make sure you register all variations and aspects of the brand (e.g. colour, image variations, logo aspects, packaging shapes).

Do people fail to protect their brands?

• Jenny Pienaar – One you identify what your rights are then you must protect them. Then from there you will know once someone has infringed on your rights. These trademarks must be able to be represented graphically in order for them to be registered.

Examples of copyright infringement cases:

How critical are price points when it comes to imitation products?

• Jeremy Sampson – It is very important but we must not forget quality even in times of recessions.
• Noah Greenhill – Consumers buy according the trust of the brand therefore brands should not worry about imitations and the price of these goods.

How does trademark infringement affect local brands?

• Noah Greenhill – Brands often forget to register globally and concentrate on the local markets. If they do this early they can avoid international infringement.

Our next Journal of Marketing Debate will be titled:

“Direct Marketing – What changes does the CPA bring? And what’s the best way to reach your customer, and get results?”

Date: 30^th of June, 2011.

For further information contact – Megan Larter, 011 803 2040 or email – megan@thefuture.co.za.

Also, follow us on: Twitter and Facebook.

Our panelists were:

• Natasha Basson – GM of Brand & Communication, MTN SA
• Terry Volkwyn – CEO Primedia Broadcasting
• Gordon Patterson – CEO of Starcom Mediavest
• Rachelle Jaques – Sales Manager of the Media Connection
• Omar Essack – Executive Director: Broadcasting – Kagiso Media

Jeremy Maggs lead the discussion and here is an overview of all the questions and answers from the session:

Is radio as a medium dying?

• Terry Volkwyn – We don’t think radio is a dying medium but it does face challenges from digital media. The most important factor for radio is that the medium is driven by advertising and this is pivotal to its survival.

• Gordon Patterson – Radio is not dying, infact stats show that listening minutes are increasing over South Africa and radio has the advantage of ‘direct reach’ to clientele.

• Natasha Basson – Radio is not dead but when marketers advertise, they should advertise by programme and not by station.

What are the limitations of radio advertising?

• Gordon Patterson – The limitation is that marketers are planning/targeting TV advertising by station but they should plan by programme (people tune in to a station because of the programme not because of what station it is).

“In addition, broadcasters are now in a habit of discounting sales and advertising services and this is hurting industry player (for example SABC making loses due to discounting)” – Gordon Patterson – CEO of Starcom Mediavest.

• Natasha Basson – Another limitation the industry has is that research is limited in terms of knowing more about their ‘listenership’ (who they are and more about their demographics).

How do small businesses owners benefit from Radio advertising?

• Gordon Patterson – They need to know which radio stations are in their area and analyze the cost effectiveness of advertising with each station. It is also important to look at the budget and consider advertising with local radio stations.

• Terry Volkwyn – My advice would be to approach a radio direct sales team and calculate the cost per response.

• Rachelle Jaques – The benefits of small companies is that they are flexible and there is a lot of room to be creative in advertising.

“Using community radio stations for small business advertising may be most beneficial however they are limited to the community” – Rachelle Jaques – Sales Manager of the Media Connection.

Do Brands use radio to build the brand or just for product promotion?

• Natasha Basson – Depending on your strategy, national radio broadcasting stations are often used for company branding campaigns (e.g MTN) whereas regional broadcasting stations help in ‘sell brand products’.

What should clients expect from radio advertising sales individuals?

• Terry Volkwyn – We make sure that the sales team is fully trained and give professional consulting so they approach clients (advertisers) effectively.

• Omar Essack – A good radio sales team must understand their clients’ needs and strategize the ways in which they can reach the sales conversion. They must offer the client the most relevant channels to reach the most optimum strategy for the advertiser.

What is radio advertising added value?

• Omar Essack – Radio advertising added value are the extras added on to the service offering such as in depth reporting of results.

• Rachelle Jaques – Added value is not an advertising discount but more of a ‘tailor-made’ service – monitor, watch and respond to the client’s needs anytime.

• Gordon Patterson – this is addition support that makes sure that radio stations run a campaign that works.

When can you tell that a campaign is not working?

• Natasha Basson – It takes roughly 24hours to see if a radio campaign is going to be successful or if it needs extra attention to reach its benchmark – especially if it is an interactive radio campaign.

In conclusion, the last question the panelists addressed was “How will radio work for businesses?” It was generally agreed that radio advertising will work effectively when advertiser focus on leveraging on the relationship the radio station has with the community in order to unleash the power of its advertising potential.

The panelists for this debate included:

• Chris Vick (advisor to Minister Tokyo Sexwale)
• Rich Mkhondo (MTN Corp. Affairs)
• Dr Sarah Britten – Author and has worked with Kulula & SARS
• Peter Mann (CEO of Meropa)
• Jacqui O’Sullivan (GM of Sasol)
• Peter Bruce (Editor of Business Day)

There is growing reliance of Public Relations (PR) in the broader marketing mix and this discussion aims to understand why PR is still important for brands today. Jeremy Maggs lead the discussion and here is an overview of all the questions and answers from the session:

Is PR about engagement?

• Rich Mkhondo – There is a divide between PR and what companies want to inform their clients. The objective of PR is to build a bridge between that divide. Public Relations Practitioners are used as sounding boards for brands and there is skepticism from clients.

What is good PR Spin?

• Jacqui O’Sullivian – Bad PR characteristics give good PR a bad name, and they are characterized by poor communication, no PR objectives but good PR understands transparency.

“Spin is not the enemy, ‘bad’ spin is” – Jacqui O’Sullivan (General Manager of Sasol).

• Chris Vick – Spin must look at ethics and values rather than just aim to paint the brand in good light, therefore ‘integrity’ is key.

• Rich Mkhondo – In terms bad PR campaigns, the onus  should rest with companies/brands to tell the PR companies the truth before ‘spinning’ the story

How is digital shaping PR?

• Sarah Britten – It is interesting how the digital space is changing the print media for example Twitter as an avenue of WebPR.
• Peter Mann – There is a risk once a PR campaign is sent out from the news room as it can no longer be controlled and people are able to use Twitter and Facebook to share news.
• Jacqui O’Sullivian – We need to leverage of social media and the rest of the digital space (there needs to be a social media strategy in your PR campaign).
• Sarah Bitten – PR Practitioners have to watch, learn and engage with social media when it comes to PR campaigns

When does PR go wrong?

• Peter Bruce – Most PR is wasted because it hits the wrong targeted market. PR campaigns must be well structured. We need to have a good understanding of role players in the brand marketing mix.
• Chris Vick – PR campaigns go bad when we do not understand the objectives of PR campaigns and neglect to build relationships with the journalists that help you run the PR campaigns.

How do you develop a good PR ‘spin campaign’?

Jacqui O’Sullivian (GM of Sasol) answered with the following key points:

• Sit with right people (advertisers, PR practioners, marketing department) – get the key players to understand one goal & one vision.
• Shape the right message in no more than 5 characteristics.
• Do not be too corporate (or too informal) in communicating and remember who you are talking to – target market.
• Respond early to avoid bad reputation.

How do you develop a good online PR strategy?

• A good PR strategy must cover both : ‘traditional media avenues (newspapers) and new media channels (digital)’.

How is new media such as Twitter changing PR?

• Peter Bruce – Twitter is a very powerful tool for PR management in that it adds value to brands and also provides more regular engagement with the market.

Why do brands need PR strategies over just advertising?

• Chris Vick – No one wants to invest in one strategy and in addition, no one needs a PR strategy only when they are in trouble but rather all the time. There should be continuous brand reputation management.

• Jacqui O’Sullivan – It’s all about continuous PR reputation management to manage your brand on and offline.

How can small businesses do PR?

• Dr Sarah Britten – Small businesses may use the digital space (e.g. Twitter; Facebook) to manage their company PR and be able to readily communicate with the market.

Will social media take over PR – (the need for PR practitioners)?

• Social media space might not take over and surpass traditional PR but the social media space needs to be managed well as PR Practitioners have no control over this space.

Where is the PR industry going?

• PR is still relevant and still plays an important role in brand reputation management.
• PR will be heavily influenced by social media marketing moving forward and therefore PR strategies must continue to engage with it. We must aim to work with the social media space in order to leverage off it for effective PR strategies.
• PR remains an integral part of brand communication and in needs to become more strategic (effective reputation management).

From the exhilaration of the World Cup and its brand bonanza, to the increasing power of digital media and the looming threat of a media tribunal – this sector was not one for the fainthearted.
So how did it play, what did it mean and most importantly how will it play next year as we hunker down for another 12 months in the communication trenches?

Join leading broadcasters Chris Gibbons and Jeremy Maggs as they chair two intellect-heavy panel discussions as their guests review and reconcile the media and marketing year.

Leading practitioners in both spaces will argue, debate and discuss successes,failures, trends and opportunities.

If you’re involved in any way in the industry this is one big morning you can’t miss.

And there’s more….

The Future Group’s fourth edition of The Annual, SA’s leading hardcover review of the advertising, branding, media and marketing
year will be launched at this event. We’ll also announce the ad agencies’ agency of the year.

And then there’s lunch!

Registration from 07h30 – tea, coffee and sticky buns will be served
Proceedings start at 08h45 sharp, ending at 12h45 followed by lunch

Visit the website for more info: theannual.co.za

Clients were:
Dept of arts and culture – artist interest.
City of JHB – Callabash interest.
FIFA

Click here to view advert 3

• The grass was taken extremely seriously by FIFA, so the grass had to be taken into extreme regard in strategy execution.
• Rehearsals were only allowed twice
• Legacy of the work: 30 students from Educational institutions, 400 people crew, 130 from SARU, 60% of the spend with BEE level 3 and beyond, and only 10% were spent on international partners.

The story:
• Raise the curtain on the biggest, most watched final in the world.
• Find a way to represent the contemporary and progressive side of SA
• Don’t forget the heart and soul of Africa.

Questions answered:
• Jack Morten produced the Athens games, and assisted in all dimensions of the production, in terms of charting and mapping the project.

• Innovation in terms of picture projection made it all stand out. 18 of the world’s biggest projectors around the stadium. Projectors were positioned on the ring of the Calabash, to create 1 unified image on the floor. Mapping was used to project images around objects that aren’t necessarily flat.
• The message to the diverse audience, to glue it all together, is when “we come together, we can do it”. Also they Africa can compete on global level.
• Most panicked point: Contract was only signed on 5 March, with not a lot of time or budget to get it done, up until 5 March. Strikes threatened the ceremonies twice.
• How was it sold to client: presentations were done to boards. To all three mentioned above. DVD packaging was used, to distribute to the different board. Wrapping an emotional context around the message.
• Back up plan if the projectors didn’t work: There was NO room to fail. There was no back-up plan.

Advert 4:
TV Campaign for Chicken Licken
Rob Mclennan from Network BBDO

Click here to view Advert 4

• Only 4 ads every year
• Objective: Based on, “if you havn’t tried it, where have you been?” – from the principle that it has become a huge cultish poduct in the black markets.
• Humour was the differentiator, with the typically South African proposition of the 1994.

Questions and comments answered:
• Brand is very unique, and the brand colour stand out a lot.
• Ad had to have a very broad appeal, in terms of audience and reach.
• Was told to appeal to everybody.
• Idea was very creative. But how does it communicate Chicken Licken above the other brands? It’s about the craving, the hangover cure, and the it thing to have on a night out. This ad worked mainly on one segment, and mainly the higher LSM markets.
• The shift from Chicken Licken target market from black markets, to more white markets. It feels a lot younger audience driven – is the brand trying to go younger? Yes, a shift is seen to student markets. Trying to play on societal leadership.
• Shift in consumption profiles can be seen where franchise membership has been granted.
• The brand has grown from a small franchise operation, to something a lot bigger, and going through all the growing presence.