Saturday, November 27, 2021
FrameFUN-TurnkeySolution-Top
Home Blog Page 3

New Marketing Campaign Positions Standard Bank As A Partner That Makes Dreams Possible

New Marketing Campaign Positions Standard Bank As A Partner That Makes Dreams Possible

Standard Bank is encouraging South Africans to act on their dreams in its refreshed ‘How About Now’ campaign. It speaks to the notion that every generation should live better than the last and that their dreams are valid and actionable now with the bank as their ally.

The last two years have proven just how resilient we are as a nation. Many of our dreams have had to be put on hold as we dealt with the realities that have impacted our families, friends and broader communities, and the country. Perspectives have changed, and the time to act on our dreams has come. We should not procrastinate or delay getting started, our dreams are attainable, and we need to act now.

The ‘How About Now’ campaign launch includes a television commercial (TVC) developed by M&C Saatchi Abel that features a little girl from a modest household who sees herself as an astronaut. Her dreams are so vivid that she imagines it is already happening now.

‘The thing about dreams is that everyone can have them. But you have to believe in them. That’s when you can start doing your bit to make them come true,’ said the voice-over in the advert. ‘If we supported our dreams with small yet deliberate actions like a young girl wanting to be an astronaut who starts studying, that is a big step right now. A better tomorrow can start today.’

Standard Bank’s call ‘How About Now’ is drawn from human nature. We tend to put off our dreams for tomorrow for an unforeseeable future. Instead, the bank is proposing that South Africans act on their dreams now by providing them with support, tools and offerings today so that their dreams can become a reality as soon as tomorrow.

‘Ultimately, growth is measured through a better everyday life for all. Better access to housing, transport, education, opportunities, a better environment, quality of life and better services,’ said Lindy-Lou Alexander, Brand and Marketing Head: Group Consumer and High Net Worth Clients at Standard Bank.

‘Everyone dreams of a better future. A better tomorrow, a better next month and a better next year. We are committed to helping our customers build this future now, by providing them with tools and support to solve today’s challenges, which ensure that they can experience tomorrow’s victories,’ concluded Alexander.

STANDARD BANK
https://www.standardbank.co.za

Changes In Consumer Behaviour Will Impact 2022 Marketing Strategies

Changes In Consumer Behaviour Will Impact 2022 Marketing Strategies

The 11th edition of The Marketer’s Toolkit brings together insights from a survey of 1500 marketing executives, one-to-one interviews with more than 25 leading Chief Marketing Officers, and a review of WARC’s latest proprietary research, best practice guides and case studies.

As brands shift their marketing strategies from temporary adjustment to permanent transformation, WARC has released Marketer’s Toolkit 2022: Global Trends Report, the first part of a series of six that helps brands speedily identify, adapt and successfully meet the challenges of the year ahead and turn them into opportunities for growth.

Providing marketers with a set of planning and decision-making tools for the coming year, the report is built around six key drivers of change: society, technology, economy, policy, industry and creativity.

Aditya Kishore, Insight Director at WARC said, ‘Far from signalling a return to normal, the opening up of economies has only created a new set of challenges for marketers. Attitudes, behaviours and market structures have resulted in significant change during the pandemic, and a huge 97% of respondents to our proprietary survey believe changes to consumer behaviour will impact strategies in 2022.’

Key findings from the WARC Marketer’s Toolkit 2022

97% of WARC survey respondents say changes in consumer behaviour will impact their 2022 marketing strategies

With vaccination rates rising in many countries, many parts of the world are starting to see a return to normal. However, even in these markets, consumers are rethinking and evaluating lifestyles, resulting in different behaviours, preferences and buying patterns. Marketers can benefit from these changes if they carefully adjust their strategies for this inconsistent and incomplete return to ‘normal.’

Social and environmental practices are becoming more important. Consumers are spending more time at home and becoming more concerned about their local surroundings. Personal and family health and wellness are being prioritised. Customer journeys are more complicated as consumers switch between digital and in-store channels.

73% of brand owners in WARC’s industry survey felt changes in consumer behaviours would have a significant impact on strategies for 2022. Another 24% felt these changes would have at least some impact – totalling 97% of all respondents.

Pete Markey, CMO at Boots said, ‘The big lesson has been around strengthening our digital presence: investing behind that to be there when people need it the most, and also using the physical presence to provide the extra depth of interaction and a level of customer experience that only an in-store (environment) can really offer.’

46% of WARC survey respondents say the environment and financial growth are of equal importance

Sustainability is increasingly becoming an important priority for organisations. With consumers holding brands up to scrutiny on their record, brands will have to ensure that they deliver not only on traditional growth metrics, but also on a clearly identified framework for sustainable practices.

The ‘double bottom line’ – valuing profit and the planet – is now a reality for 46% of survey respondents who say they afford the environment and financial growth equal importance. Actions include changing manufacturing, packaging and distribution, making public commitments they will be accountable for and encouraging green consumer behaviours in their messaging.

58% of participants agreed sustainability and purpose initiatives ought to be distinct, but there is still work to be done on measurement, with 25% of respondents viewing sustainability as a ‘general goal’ rather than using specific metrics.

Martha Velando, CMO, DeBeers said, ‘Today, consumers expect brands to do what they say, have the right values and are able to tangibly show what they are doing to make a positive impact in communities and on the environment. It’s our duty to be true to our word and to make sure that we find the right mechanisms to show the progress we are making towards those goals.’

Robbie Millar, VP – Global Marketing, Carlsberg said, ‘Our sustainability report is published annually. It’s very transparent and externally audited. Things that Carlsberg brands might highlight, such as reduction of water use, will be factual. If we’re using greener inks, it’s factual. If there’s less plastic in snap-packs, it’s factual. We want to make sure that what our brands get involved with is true.’

54% of WARC survey respondents view market penetration/customer gain as the most important barometer of marketing effectiveness

Advertising measurement is in a state of unprecedented flux as a result of increased privacy regulation, the end of third-party cookies by Google and Apple’s opt-in to ad tracking.

The third-party data slowdown means marketers are exploring new advertising metrics, particularly more probabilistic measures, which could blur boundaries between short and long-term measures of advertising.

Over half (52%) of those surveyed by WARC said they are looking to find ‘new measures of effectiveness’, while 42% acknowledge the need to invest in new technologies to measure audiences.

As advertisers focus on converting target audiences, more than half (54%) of respondents now view market penetration/customer gain as the most important barometer of marketing effectiveness, up from 44% last year.

Charisse Hughes, SVP/Global Chief Marketing Officer of The Kellogg Company said, ’Probably the best way that we’ve been much more advanced is in our data and analytics, and because we have such rich data and analytics – we’re on this journey with our first-party data – I think we’re able to test learn, adapt and adjust our messaging much faster than we ever thought we could.’

Emma Sheller, Global Head Brand and Marketing, Standard Chartered Bank, said: ‘Cross-media studies should be a fundamental aspect of through-the-funnel media planning and buying. Our hope is that the industry moves with these changes to focus less on last-click attribution, towards a more holistic view of media measurement.’

75% of WARC survey respondents plan to increase spending on social commerce

Content creators on social media are increasingly becoming empowered, as their followings become important to enabling platforms.

As livestreaming and other combinations of social entertainment and digital commerce become more important, brands will have real opportunities in this space if they can find effective ways to work with these creators.

75% of brands in the WARC survey plan to increase spending, leveraging the power of creators to sell via livestreams and shoppable media.

Kari Callahan, Director of Global Media, Portfolio and Insights, Amazon said, ‘We’ve really been finding some interesting models of working with creators where they’re creating and producing and building and our creative teams are stepping away… being able to have fun with it, being able to sometimes make fun of ourselves a little bit, and letting the stories go where they will naturally go. We’ve seen some great success, the more we put it in the hands of the creator versus trying to take ownership or control of some of the pieces.’

Doug Frisbie, VP – Global Business Marketing, Snap, Inc. said, ‘The difference now is that creators have platforms and creative tools that allow them to reach a unique audience of customers in a way that resonates more than traditional marketing would. The industry is starting to recognise that we need to ensure that creators can build thriving businesses as part of the marketing ecosystem.’

78% of WARC survey respondents expect to spend more on e-commerce

Increased budgets are going into e-commerce, creating new opportunities to optimise brands for an e-commerce environment. This is creating a need for alignment (and in some cases integration) of marketing and e-commerce teams. This could result in a potential clash of cultures, but also presents an opportunity for marketers to play a broader role if they can identify the right strategic balance.

In the Marketer’s Toolkit survey, 78% of respondents expect to spend more on e-commerce and 25% are adopting an integrated approach by merging e-commerce and digital branding teams.

Suzy Deering, Global Chief Marketing Officer, Ford said, ‘As our cars are more and more connected, the way that we think about e-commerce shifts pretty dramatically, because it’s not just about the purchase at that point; it’s about the lifelong relationship that we’re going to build with a customer that really creates more everyday interactions.’

A complimentary copy of the global report, including full trend analysis, CMO commentary, case studies and proprietary survey data, is available to read here.

WARC
https://www.warc.com/

The Brand Thread Changes To Molaetsa Communications And Marketing

The Brand Thread Changes To Molaetsa Communications And Marketing

Just a few months after celebrating the company’s one year anniversary, The Brand Thread has announced a name change to Molaetsa Communications and Marketing. Molaetsa is a 100% black women-owned brand communications agency that was founded by Tshepiso Seopa and Zoe Mahopo.

As the company CEO, Seopa has used her expertise in the media and PR space to shape the company’s vision. Her extensive experience of working with influential brands in various industries has been an invaluable asset when it comes to building the team. The company’s leadership is further anchored by Mahopo’s passion for entrepreneurship and crafting impactful narratives. The word Molaetsa means message in Setswana, which captures their commitment to helping brands tell their story in a powerful way.

During the past 18 months, they have had the honour of serving great brands such as Foonda, Wesolve4X, and Women in Physics in South Africa, Yellow Owl, LM Holdings, Rocky Park Farming Group and Dear Bella sanitary pads, amongst others.

‘We do not see this as the beginning of a completely new journey, but it represents another chapter of the story we began crafting in May 2020 when our agency was founded. As Molaesta, we look forward to doing more amazing work. We believe that brands should not rely only on fancy tag lines to get their message across, but they should embrace the idea of making real impact in the lives of the people they seek to serve,’ said the founders.

‘Molaetsa is not just an agency, we are a company that helps clients to identify their brand narrative and preserve the integrity of their image. We stand for business excellence and our work is driven by innovative thinking, creativity, as well as a willingness to push boundaries.’

MOLAETSA COMMUNICATIONS AND MARKETING
+27 76 572 0526

Measuring And Analysing Marketing Performance

Measuring And Analysing Marketing Performance

Zimm Zimmerman, SVP – Data, Personalisation, and Analytics at Wunderman Thompson, writes that today, most marketers see channel management reports such as click-through, open-rate and view-through as old news. These reports enable a brand to monitor the performance of individual channels and distinct campaigns. Many teams rely on these reports to demonstrate the impact of marketing on the business or to understand customers.

Yet generic channel reports fall short in giving marketing and customer experience teams real insight into customers or a deep view on the impact marketing executions have on business metrics. To achieve these insights, marketing teams need to invest in experience optimisation and marketing performance analytics, which empower more senior leadership with insights to drive higher performance.

Many executives have come to see marketing analytics as a standard, automated part of their jobs, rather than as a way to move the needle for their businesses. In so doing, they risk losing out on opportunities to drive better business outcomes. Beyond the familiar channel reports, marketing analytics solutions can unlock insights that can drive superior marketing outcomes.

Measuring And Analysing Marketing Performance

Experience optimisation

Experience optimisation is the layer of the analytics stack where the organisation builds period-based (e.g., monthly and quarterly) reports and insights to understand and optimise the customer engagement. Elements of the experience that an enterprise may wish to refine include journey, penetration, audience engagement, campaign and attribution. From awareness to acquisition to loyalty, this layer is all about examining every aspect of the customer experience in relation to the brand, product or company and asking how it can be improved. At this layer, one might test and optimise things such as: collateral personalisation, efficiency of engagement, channel/media mix modelling, campaign/offer arrangement and brand penetration.

Marketing performance

The marketing performance layer is where an organisation sets the overarching marketing strategy, aligns it to business objectives, and oversees the direction of customer experiences, product offerings and branding. Here, one can measure how each element is doing separately and in conjunction with parts of the business, marketing and customer experience.

For example, audience performance can be measured in relation to a product or a brand in relation to an audience or products. At this level, the focus is on bottom-line metrics such as return on marketing investment or share-of-wallet. Rather than looking at a campaign in isolation, it will be measured in the context of other campaigns or against historical performance.

The three-layer marketing stack and roles in the team

Looking at marketing analytics as a three-layer stack helps each member of the team to focus on the right analytics tools and reports for their role. Campaign or channel managers may need to focus first and foremost on the channel management layer, and on the performance of the channels they are responsible for.

More senior marketing and customer experience team members — directors and vice presidents, for example — will review each of the three layers, while providing direction for the testing and optimisation of the entire marketing programme. Directors and VP’s should focus on the multichannel experience for the customer and maintaining a seamless experience, with an eye on top-line performance.

CMOs will look most closely at top-level performance and overall alignment to business goals and objectives. Whether it be purchases, bookings or appointments, the CMO should have a clear understanding of where and how marketing drives return-on-investment (e.g. top line growth), while ensuring a positive customer experience.

WUNDERMAN THOMPSON
www.wundermanthompson.com

Creative Heavyweight Joins Boomtown

Creative Heavy-Weight Joins Boomtown
Thule Ngcese, Boomtown

With several local and international awards under his belt, including two Loeries Grand Prix awards, Thule Ngcese is an art director by trade.

He entered the advertising agency ring as an art director at The Jupiter Drawing Room (Cape Town) in 2003 and then continued to hone his skills at Ogilvy Johannesburg (two separate stints), DDB South Africa and FoxP2 before joining Yumo in 2017 as Creative Director.

During his career, Ngcese has contributed to the success of numerous brands in various sectors including motoring (Hyundai, Audi, Nissan, Honda), media (DStv, Supersport), alcoholic beverages (Johnnie Walker, Smirnoff, Distell, South African Breweries, AB InBev, Diageo), telecommunications (MTN, Cell C), electronics and consumer goods (Philips SA, Nike South Africa), tourism and travel (Mango, South African Tourism), financial services (FNB, Liberty, Sanlam), fast food (McDonald’s, KFC) and sport (Orlando Pirates).

At Boomtown he will lead teams working on the agency’s clients with a national footprint, including NESCAFÉ RICOFFY, Lafarge, Hogan Lovells, South African National Space Agency (SANSA) and Easigas.

‘Our Boomtown Johannesburg vision for our clients is that creativity immersed with the people on the ground helps us see what others don’t see. This helps us solve business and everyday life challenges by translating them to design, technology, experience, commerce and advertising,’ said Ngcese about his new role.

BOOMTOWN
https://boomtown.agency/

Joe Public Produces Advert Outlining Healthcare Message

Joe Public Produces Advert Outlining Healthcare Message

The latest television ad by Bonitas Medical Fund underpins a ‘holistic’ healthcare message in a simple, real and compelling way. It addresses the fact that medical aid is a necessity but expands on the message to show how the scheme acts in the best interests of its members and ‘has a plan’ for everyone.

Being healthy and living a full life is what we all want, for ourselves and our family. An important part of life’s wellness journey is about having the right people to support you – physically, emotionally, mentally and even financially – when it matters most.

The story is one of perseverance and tenacity as a father tackles his tough wellness journey with the support of his family, friends and medical aid in order to walk his daughter down the aisle. ‘The story is about protecting our loved ones and making sure they have the best care possible,’ said Lee Callakoppen, Principal Officer of Bonitas.

Produced by Joe Public and shot over three days in various locations, the advert reinforces the Bonitas’ brand strategy of being the ‘Medical Aid for South Africa’.

‘Our advertising needs to be slightly disruptive and set us apart, which is why we chose to portray a real life family dealing with a healthcare situation that was impacting their lives and future,’ said Callakoppen.

There are several versions of the advert, including a 60s, 30s and three 10s which will be flighted across a range of DStv channels as well as Business Day TV, ENCA, eTV and SABC. Supporting the campaign will be radio, print and digital adverts.

JOE PUBLIC
+27 10 591 7770
info@joepublic.co.za
www.joepublicunited.co.za

 

Teljoy Announces Rebrand

Teljoy Announces Rebrand

Teljoy engaged strategic design, brand and concept agency Xfacta to lead a brand refresh, tasking the group to bring a more contemporary look and feel to the brand.

For years Teljoy was the South African brand associated with first bringing television to South Africa in the 1970s. But it was time to modernise the look and feel of the brand, in line with their expanded offering and their revised positioning that seeks to more actively target a younger and more urban audience.

‘The rebrand aligns to Teljoy’s broader business strategy to engage the needs and aspirations of a younger generation of South Africans,’ said Jonathan Hurvitz, Teljoy CEO.‘Right from the get-go, Xfacta understood our vision for a brand refresh and set about executing it in an exciting way, while subtly paying homage to the Teljoy brand’s half-century heritage.’

The main objective was to create a look and feel that would bring consumers closer to the values and objectives of the brand, showcasing Teljoy as a company that offers a convenient and flexible alternative to the outright purchase of consumer goods.

‘Rent to own is a lifestyle choice, it’s not a ‘last resort’ option. Consumers are increasingly waking up to the value of rent to own as a savvier way to acquire the things they need. Our new look and feel aligns to that sense of empowerment,’ Hurvitz said.

The new Teljoy brand is approachable and friendly. The use of bright and playful colours is a significant departure from the safe red and blue that the brand was associated with for decades, and works to inject a freshness into the offering. ‘Colour was an important consideration as it is one of the most pervasive ways a brand is experienced. The palette we chose for Teljoy reflects their new energy and enthusiasm,’ said Shaun Botes, Xfacta Executive Creative Director.

Xfacta also developed a series of emoji-inspired iconography to be integrated across brand collateral, another acknowledgement of Teljoy’s efforts to broaden their appeal to a younger market. A new library of imagery similarly reflects a sense of playfulness, optimism and, ultimately, choice. ‘We’ve also gone to great lengths to ensure our imagery is reflective of the entire spectrum of our market. While we have a renewed focus on a younger demographic, this certainly doesn’t mean our older, long-standing clients will be overlooked in any way. Rent to own is a choice that makes sense at any life stage,’ Hurvitz said.

Nick Schilperoort, Xfacta CEO, added that it was a great honour to be trusted with the refresh of a brand of Teljoy’s stature, ‘Beyond the legacy aspect, it’s been exciting to work on this project and to reimagine how best to take Teljoy into a very bright future.’

The rebrand has been very positively received by all stakeholders and has injected the business with a new energy for embracing the opportunities and challenges of a new era.

TELJOY
https://www.teljoy.co.za

Havas Announces New Multimedia Campaign

Havas Announces New Multimedia Campaign

The new Havas campaign for Disprin is a multimedia campaign that focuses on finding typos in sign, posters, street signs and on the web, and then pointing out that it is easy to make a ‘mitstake’ when one has a headache – and then offer the solution.

There is something fundamentally entertaining about a big, obvious public typo. And this is what the agency played on. Whether it is a bold sign saying ‘NO PERKING’ or street with a misspelled name, the campaign reminds consumers that Disprin is the only way to deal with a headache.

HAVAS SOUTH AFRICA
+27115493600
info@havas.co.za
www.za.havas.com

Pendoring Award Winners Announced

Pendoring Award Winners Announced

2021 was a bumper year that saw a 24% increase in entries, 42% more finalists in the Digital Communications category, 22% more finalists in the student awards and 35% more finalists in the Radio and Audio category.

The Pendoring e tjhunwa ke Hollard Awards announced their 2021 winners recently in a virtual ceremony live streamed from Hollard’s Villa Arcadia, hosted by comedian and satirist, Coconut Kelz; visual artist, Lady Skollie; musicians uKhoiKhoi and 1Revolution Brass Band and dancers Mbali Nkosi and Charlston Van Rooyen.

Employing over-the-top antics and farce, the cast pushed the limits of South African humour while celebrating what Pendoring stands for: to promote, unify and celebrate the richness of South Africa’s creative content in all its indigenous languages.

Pendoring GM Eben Keun is understandably thrilled, ‘Thank you to all the agencies, publishing houses and schools that entered the Pendoring Awards this year. We saw pronounced growth not just in total entries, but in specific languages: isiZulu entries increased by 138.89%; Sepedi entries doubled; Setswana entries are up by 222%; Xitsonga entries increased by 142.85% and we received our first entry in N|uu this year. This indicates true change beginning to take shape within our industry and brands continuing to tell authentic stories in indigenous languages. We are also proud to announce our top-ranked agencies for 2021. Congratulations and thank you for pursuing excellence with South Africa’s indigenous language creative content.’

Prestigious Umpetha Award

This year’s award is shared by TBWA \ Hunt Lascaris and Toasted Samish, who worked together on the integrated campaign: Shwii by Nissan. The campaign, which also won in Digital and Radio and Audio categories, hacked and disrupted the popular navigation app Waze, to create their own set of isiZulu commands that are suited to local drivers.

Boniswa Pezisa, the Pendoring jury president for 2021 commented, ‘Most distinctive of all the entries is this year’s Prestigious Umpetha Award winner, which stands heads and shoulders above the rest of its competitors, as it pushed the boundaries by digging deeper into the depths of the rich melodic sounds and gestures of the language as well as leveraging the nuance and culture of everyday speak, blending it into a rich poetic tapestry of sound. The sound that can only emerge from Mzansi. Halala Umpetha.’

Overall student winner

The 2021 Overall Student Winner goes to Red & Yellow Creative School of Business, Cape Town, for Ichebetyu Goes A Long Way, an integrated campaign that plays off the insight that South Africans can make that last bit of Sunlight Laundry Soap last a very long time.

Heidi Brauer, chief marketing officer for headline sponsors Hollard, said, ‘As we enter this special decade, we just know that the world-class entries delivered by all our finalists will inspire more South Africans to produce work in our beautiful and diverse mother tongues. In this sense, the Pendorings really do act as a catalyst for positive and enduring change in Mzansi, which aligns so nicely with Hollard’s organisational purpose.’

Rankings

The top agency this year, Joe Public United, won several Gold Pendorings for their Castle Milk Stout ClanBeat campaign and for their Chicken Licken Humble Achaar radio campaign.

Pendoring 2021 top 12 agencies

1. Joe Public United.
2. TBWA \ Hunt Lascaris.
3. FCB.
4. Toasted Samish.
5. Boomtown.
6. Abnormal.
7. Dit&Dat Ontwerp.
8. King James Group.
9. Sauce Advertising.
10. Ogilvy South Africa.
11. 8909.
12. Afropulse Media.

Pendoring 2021 top 5 content publishers

1. Pan MacMillan.
2. New Africa Books.
3. Naledi.
4. Klyntji.com.
5. ATKV.

Pendoring 2021 Top 8 schools/universities

1. Red & Yellow Creative School of Business.
2. IIE-Vega.
3. AAA School of Advertising.
4. North-West University.
5. The Open Window.
6. Stellenbosch Academy of Design and Photography.
7. The Creative Academy, Cape Town.
8. Boston Media House.

‘Come back, inspire and push the frontiers further in 2022 and usher in the Unesco Decade of Indigenous Languages with your dignified quirky presence,’ said Pezisa.

All the winners (hyperlinks are not clickable):

Pendoring e tjhunwa ke Hollard Awards Announced

Pendoring e tjhunwa ke Hollard Awards Announced

Pendoring e tjhunwa ke Hollard Awards Announced

Pendoring e tjhunwa ke Hollard Awards AnnouncedPENDORING
www.pendoring.co.za

Momentum TV Commercial Highlights The Science Of Safety

Momentum Television Commercial Highlights The Science Of Safety

A new Momentum Insure television commercial, which is produced by the Brave Group and partner agencies, shows Cheslin Kolbe seeing his younger self in the mirror while he stands before it in his rugby gear. The juxtaposition is telling of how he felt unsafe when he was young.

Momentum Insure launched their Science of Safety campaign through a series of activities that highlighted the importance of feeling safe and how safety ignites confidence on your journey to success. They have recently partnered with some of South Africa’s top influencers on a series that saw them being put on a challenge to overcome their fears and how people can rise above the unsafe situations by having the Science of Safety behind them. They are now embarking on a journey with Kolbe where they are telling his true-life story through a television commercial which demonstrates how safety ignites the confidence to succeed.

Kolbe has had to overcome so much to become the South African hero that he is today. He grew up surrounded by crime and was considered by many to be too small to play professional rugby, let alone become an international superstar.

Gang violence was rife in Kraaifontein, where Kolbe grew up. He had some dangerous experiences as a youngster, and he followed his dad wherever he went to the training field. ‘Whenever he played on weekends, I always went there, stood next to the field and supported him,’ said Kolbe who wanted to become a professional rugby player because of his dad. ‘My dad never had that opportunity because of apartheid, but I saw a bigger picture.’

There was also the issue that Kolbe was smaller than other children his age. ‘I played in the streets – touch rugby, physical rugby – and we would literally go full-on at each other, with blood running and bruises.’ Kolbe said this push forward despite his size made him a stronger person. It ignited a feeling of security in his ability to become the player that would make his younger self proud and to succeed.

It ties in with Momentum Insure’s thinking – not feeling safe keeps you static and insecure and when you feel safe, that’s when you gain the confidence and momentum to move forward. The TV commercial is important in illustrating the science of safety through Kolbe’s story – a beautiful parallel with the Momentum Insure philosophy. The two distinct stories tell of Kolbe being overlooked, not being considered good enough or eligible for international rugby. That in itself is a trigger for fear.

‘Kolbe’s story is a perfect example of how feeling safe breeds confidence and confidence breeds success – and his feelings of safety ignited that confidence for his success journey, thanks in no small part to the feeling of safety and encouragement created for him by his family and community, and his belief and confidence in himself,’ said Momentum Insure CMO Shweshwe Tlhapane.

Seeing as though Kolbe is not an actor by trade, it was important for Momentum Insure to make him feel safe and secure during the TV commercial shoot as well. Being out of his comfort zone, it was imperative that Kolbe was made to feel at ease to talk about his experiences without feeling pressured.

Kolbe’s story also resonates with the good, though. ‘My parents and my family, laying out the foundation for me as a young child, definitely evolved the way I saw life and the way I was protected. And that story mirrors Momentum Insure’s way of thinking,’ said Kolbe.

‘The science of safety is something that we’re extremely excited about,’ said Nontokozo Madonsela, Group Chief Marketing Officer at Momentum Metropolitan Holdings. ‘In essence, it’s really a deep dive into behavioural science and really understanding how our clients react specifically to safety.’ This critical insight has been the brain child behind the telling of Kolbe’s story and how he has been able to achieve success and move forward with momentum.

 

MOMENTUM
www.momentum.co.za

This is Modern Marketing
Open chat