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Modern Marketing Digital TrendCamp: Coronavirus Pandemic Presents Technology And Methods To Inspire Customers

Our Modern Marketing Digital TrendCamp video features Gareth Fletcher, Product Director at Gullan and Gullan, who touches on how the Coronavirus pandemic is presenting a range of technology and methods to inspire customers. 

The video is below and live on our YouTube channel – don’t forget to subscribe to the channel for more videos on advertising/branding/marketing trends and topics.

Send a 3-4 minute audible video of yourself at home. The video should be about a general advertising/branding/marketing trend/topic (not a product or company promotion).

To submit your video and for more information, please contact thapy@practicalpublishing.co.za

G&G DIGITAL
www.gullanandgullan.com

Blockchain’s Potential Benefits For The Retail Industry

According to the South African Council of Shopping Centres (SACSC), the secret of Blockchain is provenance: it shows, in a tamper-proof manner, exactly where the product or service originated and what processes it went through. One can almost call it a digital hallmark.

Like all the disruptive technologies that have upset the corporate applecart, Blockchain is deceptively simple. It is merely an app. But, also like all disruptive technologies, the ramifications of using it are massive, and the retail sector, particularly, can benefit hugely from adopting Blockchain as part of their supply chain management.

That might not sound all that impressive, but once the implications of provenance are unpacked, the possibilities are breathtaking. Blockchain can be used to identify fake goods, prevent fraud, facilitate billing, streamline payments, track stock, eliminate waste and comply with regulations. The Blockchain process starts with the person who downloads the app and assigns to their product or service a QR code.

The person who first downloads the app and gets their QR code, is now the first link in the chain. From now onwards, every step in the production chain is stored in a series of unbreakable links. Anyone, at any step of the process, can scan the QR code and the entire process is revealed, right back to the originator.

The first link in the chain can vary enormously. It can be: the farmer who grows the strawberries for the supermarket; the tanner who cures the hides for leather shoes; the textile company who sews the T-shirts; the diamond dealer who certifies the diamond; the photographer or the journalist who produces the photograph or the article. It can even extend to professional qualifications, making sure that an applicant for a job is able to prove their degree.

The person who starts the chain, therefore, is assured that their product is trackable, right up to consumption and beyond. The QR code is not the only part of Blockchain – but it is the visible manifestation for the consumer. Scanning the QR code will tell the consumer about the product itself. All the actors in the supply chain can use the app to track the goods across the entire supply spectrum, including sourcing, billing, payments, labelling, transport, packaging and marketing.

For retailers, the benefits are huge. Blockchain will tell the consumer where their tin of tuna comes from, where their coffee was grown and where their sneakers were manufactured. Shop owners, therefore, can claim Fair Trade practices or good governance and offer Blockchain as proof. Blockchain will add a layer of convenience to the stocktaking and stock tracking process. The product will arrive in the supply chain with a ready-made hallmark. Retailers simply take this over and feed it into their existing stock tracking system.

With ‘smart contracts’, the producer/retailer relationship is simplified. As soon as the item passes through the till, the producer is notified that their product has been sold and the payment process is activated. ‘Smart contracts’ are programmable according to each retailer’s mode of business and payment practice.

Although the actual provenance is set in stone, the functionality around the provenance is infinitely variable according to the requirements of the producer, the retailer and the customer. South African companies are lagging behind the rest of the world.

There are so many benefits to Blockchain. It can be applied to any product or process, and can, in fact, create an ecosystem of retailers. There is almost no limit to how it can benefit the retail industry, especially when it comes to customer relations and supply chain management. Shipping and transport becomes simplified, with a streamlined and paperless process. Only authorised parties can exchange data, obtain data, or access records, thereby enhancing security and regulatory compliance.

With import and export supply chains, paperwork can account for half of the cost of container transport. Products can be mislabelled or wrongly packed. But Blockchain networks create a shared IT infrastructure which streamlines the workflows for stakeholders. The transparency and traceability of blockchain provides accountability of goods and commodities from provenance to the point of purchase.

Blockchain provides transparency in the provenance of consumer goods from source to consumption. It assures accurate asset tracking and enhanced licencing of services, products and software. And recalls are easier and more cost-effective. The complex networks of supply chains would be streamlined with a Blockchain shared infrastructure. Added to this is the promise of Fair Trade practices or good governance that can be underwritten by the Blockchain infrastructure.

This article was sourced from www.sacsc.co.za

NYF Advertising Awards Announces 2020 Winners

A scene from Joe Public's 'Secrets' for Nedbank movie.

The New York Festivals (NYF) Advertising Awards has announced its 2020 winners. South African agency Joe Public scooped two golds and a silver for the ‘Secrets’ for Nedbank movie.

Entries were judged via a video conference. This year’s Executive Jury of Chief Creative Officers and top agency creatives, led by Jury President Alex Schill, Global CCO, Serviceplan, selected this year’s award winners from the Shortlist determined by the 400+ members of the Grand Jury.

NYF’s Film Craft Executive Jury, an award-winning collective of production experts, convened to review all Film Craft submissions. Despite a global shelter-at-home mandate, the combined juries met via video conference to thoughtfully deliberate the shortlisted campaigns and award this year’s winners.

Joe Public’s ‘Secrets’ for Nedbank movie:

The Executive Jury awarded the following agencies for their innovative creative work with the 2020 New York Festivals Grand Award:

– Activation & Engagement: BBDO Atlanta – ‘Stop Traffick’ Street Grace.
– Avant-Garde/Innovative: Forsman & Bodenfors – ‘The E.V.A. Initiative’ Volvo Car Corporation.
– Design: Superunion – ‘London Symphony Orchestra: Dancing on the edge of a Volcano’ London Symphony Orchestra.
– Direct and Collateral: Scholz and Friends Berlin GmbH – ‘The Tampon Book: a book against tax discrimination’ The Female Company.
– Film: TBWA Hakuhodo – ’10 Sec. Drama: The Stop Line of Love’ jms.
– Film Craft: Jung von Matt AG – ‘The Small Escape’ BMW AG.
– Outdoor: BBDO Atlanta – ‘Stop Traffick’ Street Grace.
– Positive World Impact: Serviceplan Germany – ‘Dot Translate’ Dot Inc.
– Social Media and Influencer: K’s Galleries – ‘Eva Stories’ K’s Galleries.
– Sports: TBWA Hakuhodo – ‘The Most Challenging PingPong Table’ Japan Para Table Tennis Association.

Hakuhodo’s ’10 Sec. Drama: The Stop Line of Love’ was recognised with the top creative honour, a New York Festivals Best of Show Award for their campaign for highlighting jms’ wide selection of items through a series of 10-second dramas. The episodes, modelled after a favourite Japanese daytime soap opera, ends with a punchline engaging viewers and building brand perception while emphasising the broadness of the product line. ’10 Sec. Drama: The Stop Line of Love’ also was recognised with a Grand Award and a Gold Tower.

For 2020, the executive jury awarded entrants with a NYF Best of Show Award, 10 Grand Awards, 87 Gold Tower Awards, 176 Silver, and 188 Bronze. For a complete list of award-winning entries, click here.

NEW YORK FESTIVALS ADVERTISING AWARDS
https://www.nyfadvertising.com

Screenline Offering Covid-19 Custom And Branded Products

Screenline has updated their website and with South Africa on lockdown and with their factory not operating at full capacity on their standard items at the moment, they felt that it was essential to use their manufacturing capacity and expertise to contribute to the efforts to contain the spread of Covid-19, by offering related signage and Personal Protection Equipment (PPE).

Screenline is supporting businesses in getting their message across while protecting their valued staff and clientele with their range of products as and when they open in the market place.

The company offers:

– PPE Covid-19 products: a wide range such as safety barriers, safety door hooks, face shields and face masks that are: custom branded, 3 ply or imported medical face masks.
– Branded Covid-19 products: signage such as A-frames, banners, posters, floor decals, window decals and more.

SCREENLINE
+27114772286
screenline.co.za/covid-19-products

Actions Speak Louder Than Words In Times Of Crisis

John Davenport, Chief Creative Officer at Havas Southern Africa.

According to John Davenport, Chief Creative Officer at Havas Southern Africa, one of the main reasons that brands will be tempted to stay silent is because they are scared of saying the wrong thing. And this is indeed a risk, but it is one that is relatively easily avoided. 

To state the very obvious, our society is going through a hugely traumatic event at the moment. Society as a whole and people as individuals are hurting. Brands can either ignore this, or not. And it’s a big call, because brands that ignore what is happening and stay silent may pay a high price. Because when this is all over — and sooner than we think it probably will be — they may find that other brands, who had the courage to reach out to consumers when they were scared, confused and hungry for information, have formed bonds with those customers that it will be hard to break. 

Which is why brands should probably try and do right now, rather than say. Actually, helping consumers because one genuinely cares about one’s customers is not only the smart thing to do, it is the right thing to do. A meaningful brand will have no difficulty doing this, because they know what their consumers want and play a real role in their lives. 

The problem is that according to our research, well over 70% of brands are not meaningful. They over-promise and under-deliver, eroding their relationship with the consumer until it’s non-existent.  Being meaningful is all about being honest. And the truth is that people are under enormous economic pressure, that anxiety is at fever-pitch and nobody really knows what is going to happen. A courageous, meaningful brand will acknowledge this, and then look for ways to practically help the consumer during this profoundly difficult time.  

There are many examples of brands that have done this. Some brands are cutting the purchase price of multiple essential items in their retail outlets — that’s helping. Some companies have showed people how to disinfect high-touch areas inside the car, and make people a little bit safer. Some travel companies have helped spread the word that self-isolation is the only way forward through this pandemic instead of promoting destinations.

The three things that can get brands into trouble during the pandemic:

1) Using this crisis as a time to sell.
2) Pretending to be concerned when they aren’t.
3) Deafly ignoring the fact that poorer people have very different, and more serious, problems than having to stay at home and be driven crazy by the kids in a five-bedroom house with Netflix, food from that new grocery store delivery app and a house-keeper who is confined to house arrest with you.

When a brand is truly meaningful, we like to say that it is tapping into the brand’s ‘best self’ and behaving accordingly. So, while things are very hard at the moment, we would argue that the worst thing a brand can do is disappear. When things are going well, we, as brands, are in people’s faces 24/7, so now that people are going through a moment of profound crisis, it is wrong to just disappear like the fairest of fair-weather friends. People need information, reassurance and help. And if we can give them a tiny bit of that, we must. Which is why at this point in time, brands should primarily do rather than say.

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

iProspect South Africa Announces New Appointments

Clare Trafankowska, new managing director of iProspect South Africa, and Sadiqah Levy, new director of commercial and operations at iProspect South Africa.

Clare Trafankowska has been appointed as the new managing director of iProspect South Africa and previous client service director, Sadiqah Levy, takes up the role of director of commercial and operations.

Trafankowska’s roles and responsibilities will include developing the next generation of iProspect’s vision and elevating digital capabilities within the network. ‘Being a performance marketer at heart and coupled with my passion for people, and their development within our industry, I am delighted and more than slightly humbled, to be afforded the opportunity to fuse myself with iProspect’s’ high-performance culture – progressing the business into its ‘Next Level’,’ said Trafankowska.

Koo Govender, CEO of Dentsu Aegis Network South Africa said, ‘I am certain that Trafankowska will continue to add immense value to the Dentsu Aegis Network and lead the iProspect team with pride and determination. I am delighted to have her as part of my management team and to promote strong female leadership within our organisation. Her appointment is extremely well-deserved, and I wish her nothing but the best in her new role.’

With over 15 years of digital experience and significant learnings, Levy continues to empower herself by staying on top of and understanding the constantly evolving digital landscape as well as empowering the teams that work with her daily.

’It will be my honour to work alongside Trafankowska in this new capacity. I look forward to continuing to grow under new leadership, and I am also excited and looking forward to adding more value to the team in my new position,’ said Levy.

Govender said, ‘At DAN, our philosophy is to boost our talent from within and I am extremely proud of the hard work, loyalty and dedication Levy has shown towards the iProspect brand. I know she will continue to add immense value to the team and wish her all the best in her new role.’

IPROSPECT SOUTH AFRICA
www.iprospect.com/en/za

Fast Company’s World Changing Ideas Awards Recognise M&C Saatchi Abel

M&C Saatchi Abel has been recognised in six categories, including ‘Best World Changing Idea EMEA Region’, for ‘The Street Store’ in Fast Company’s 2020 World Changing Ideas Global Awards.

Fast Company’s World Changing Ideas awards honoured the businesses, policies, projects, and concepts from different industries around the world that are making a positive change on a broad range of issues from the climate crisis, social injustice or economic inequality.

The Street Store was conceptualised five years ago as the world’s first rent-free, premises free, free pop-up store for the homeless. The Street Store has popped-up in cities all over the world, closing in on the 1000th store, and clothing an estimated 500,000 people.

At a time when the world is facing one of the biggest health pandemics of this generation, innovation and creativity are what’s needed in finding solutions to the issues facing humanity. 

The Street Store bridges the gap between the haves and have-nots, providing the homeless with the dignity of choosing their own clothes instead of being on the receiving end of often unwanted hand-me-downs.  

Mike Abel, Founding Partner and CEO of M&C Saatchi Abel said that South Africa has many people who want to help but often don’t know where or how. ‘Because of this, we conceptualised The Street Store concept in 2014. The world’s first rent-free, premises-free, pop-up clothing store for homeless people.’

The Street Store concept has seen global acclaim as anyone is able to download everything they need to host their own – a truly open-source initiative. Donations are made by the public and then placed on clothing rails for homeless people to choose the clothes they actually like and want. So far, almost 1000 Street Stores have taken place globally.

Last year, as a way to ensure ongoing clothing donations throughout the year, M&C Saatchi Abel partnered with hotel group Home Suite Hotels, where a hanger in each room of the hotel is specially dedicated to The Street Store. Travellers are encouraged to bring with them and leave behind a piece of clothing to donate, which would then be used for future Street Stores.

M&C SAATCHI ABEL 
+27 11 268 6388 
www.mcsaatchiabel.co.za

Timeless Brand Tactics To Survive The Current Advertising Climate And Beyond

Wayne Flemming, Founder and Managing Director of Brandtruth//DGTL, states that with the landscape of Covid-19 in South Africa changing daily, there are three timeless tactics that any brand can use to survive both in the current advertising climate, as well as afterwards.

While short-term goals are easily interchangeable, they must still feed into the overall brand and business objective. According to Kantar, during the 2008 fiscal crisis, brands that continued with active communication that spoke to objectives after the market collapse recovered the quickest post-recession and with the strongest brand resonance. 

Tactics:

1. The power of partnerships

There is a lot of pressure on businesses to quickly formulate new measures to remain viable as the world navigates this new normal. Partnerships provide a unique solution in opening up additional collaborative channels while leveraging shared resources. A partnership can mitigate the loss of function by providing alternate methods to continue business operations. 

Uber in South Africa has successfully partnered with the Western Cape Health Department and the Bill and Melinda Gates Foundation to provide essential medication to vulnerable people unable to access it due to restricted movement. The partnership has seen up to 25,000 successful deliveries in just its first two weeks of operation. 

Globally, Apple and Google are combining the best of their engineering minds and in mid-May will release software allowing apps from public health authorities to do contact tracing for the coronavirus. 

2. Show unity and community

Priorities have shifted and as a result, the core principles of a brand have had to be readjusted to include human elements that speak to a community. Many companies are increasingly adopting an approach of solidarity and shared commitment to communities, limiting their push on sales and redirecting efforts to helping the most vulnerable in society.

Brands are focused on either finding opportunities for those in need or easing the impact of a lack of resources. An important shift has occurred in that the target base for organisations are no longer customers, but a community. The audience which a brand would normally speak to now includes everyone within reach, given the unique circumstances that unite all South Africans under the lockdown regulations. It’s loyalty redefined and understanding that the ecosystem of the brand is far more than just a niche of customers. 

Globally, Facebook has created a 90-second film aiming to honour the commitment and resilience of people coming together under the banner of ‘we’re never lost if we can find each other’. 

3. It’s a brave new world

The strongest brands are being brave right now. They are thinking big and understand that shying away isn’t an option. While caution about your brand messages is warranted, it should never be an excuse for lack of imagination. The world is in desperate need of relief, and that comes in many forms. 

Brands must adapt their strategy by showing empathy to the current context and educate, highlight, and effectively embrace the changes that are happening by creating an understanding that speaks to the world after this crisis. Show that in efforts made today, tomorrow will be better and use all your channels to offer assistance or to connect the audience to relevant resources for more information. 

While most brands cannot offer their facilities for the production of medical equipment (like perfumer Puig which halted production on scents and instead used resources to produce hand sanitisers), small changes can often also provide great relief. 

Consider changing an Instagram bio to links on relief programmes or using other social pages to promote channels of available essentials needed during the outbreak. A simple retweet can connect a brand’s following to access important life-saving information. 

Look out for social pages that often share tips on working remotely and resources available to fellow SMMEs. Our team has built a Spotify playlist of member’s favourite songs to keep each other motivated during the lockdown, and we’ve created a Working From Home Inspiration Code to maintain our culture and deliver against our client-centric mission.

Being brave enough to understand the needs of your community and not only financial objectives, will grow your brand identity positively. What a post-pandemic world might look like is still unclear, but it is certain that businesses are seen as the leaders with a responsibility to step in and ensure their next steps recognise the new human needs brought on by this crisis. 

Tali Digital Acquired By Amrod

Tali Digital Print Display Solutions’ manufacturing plant has been acquired by Amrod, effective from 1 May 2020. As a result, Tali will no longer be trading as a manufacturing print provider.

‘Following 16 years of assisting brands, companies and individuals to discover the art of digital print, exemplified by our passion and drive to provide our clients and your brands with superior service, it is a bittersweet moment as we retire the Tali brand,’ said Tali owner Orlando De Abreu.

‘We are proud of the community, our clients and our biggest supporters that rallied around Tali Digital Print Display Solutions over the years and while it is sad to say goodbye, we’re eager and looking forward to putting our hearts into the exciting new opportunity as we take up our new roles within the Amrod team – an incredible team that forms the core of the world class corporate gifting and branding supplier to the industry.

With that said I would like to take this opportunity to thank each and every one of you for putting your trust in us over the last 16 years and being part of the journey, which has seen us reach the point at which we find ourselves today. It has been an honour and a privilege to have led Tali from our humble beginnings and I am super excited to be joining the Amrod Group with a view to bringing you the client even more value and service within the broader focus and expertise on offer from Amrod.’

Tali’s intention is to ensure that the transition is as smooth as possible for everyone who used their print services. Those with accounts with Tali can contact Carla for more information on how the closure will affect their account and creative data.

If you’re not already registered as an Amrod dedicated reseller, and that is your core business, you are encouraged to contact Amrod in order to request and complete the application process.

TALI
+27 11 786 3147
info@tali.co.za
www.tali.co.za

AMROD
+27 11 457 9900
info@amrod.co.za
https://www.amrod.co.za

TRIGA Launches Hygiene And Protection Solutions

Using the TRIGA Go System, numerous innovative solutions can be devised to stay safe during the Covid-19 pandemic, with a range of applications.

Mobile Clinic/Testing Station

These portable booths can be erected without tools in an extremely short space of time. Consisting of a modular aluminium frame structure and printed textile panels, these lightweight TRIGA Go structures can be sized and configured to your specific requirements and floorplan.

• Ideal as temporary wards, screening booths and consultation rooms.
• Flat packs into carrying bags.
• Tool-less assembly.
• Modular frame that can be re-configured.
• Washable and interchangeable textile prints.
• Size: 3000mm (W) x 2200mm (D) x 2250mm (H).
• 2 Year warranty on aluminium hardware.

Textile Desktop Dividers

With social distancing, the new ‘normal’, protective measures will need to be implemented in open-plan work environments. Shield office stations with a light-weight TRIGA Go Textile Desktop Divider.

• Units are freestanding and non-permanent.
• Dividers can be custom configured to your office requirements and custom branded.
• Units flat pack for easy transport and storage.
• Quick and easy tool-less assembly.
• Reconfigure the TRIGA Go divider after use for a wide range of applications for increased versatility and long term cost savings.
• Interchangeable and washable textile graphics.
• Size: made to order.
• 2-year warranty on aluminium hardware.

Desktop Safety Screen

TRIGA Go’s desktop sneeze screens protect front line staff members from unwanted airborne microbes. The clear acrylic front panel allows for an unobstructed view and is also easy to clean.

• Features brandable side panels and under-shield slot access.
• Easy, tool-less assembly.
• Freestanding unit with no need to screw fix into countertops.
• Lightweight and portable.
• The unit can be converted to display collateral when no longer needed as a safety screen.
• Flat pack for transport and storage.
• Size: 1000mm (L) x 300mm (D) x 900mm (H).
• 2-year warranty on aluminium hardware.

Standing Safety Screen

This is the perfect, full length, sneeze screen solution to protect security personnel. This sturdy and durable screen provides full body protection and comes complete with a document slot and custom branded side panels.

• The screens flat pack for easy transportation and storage.
• Protection panels are made from easy-to-clean acrylic sheeting.
• Quick tool-less assembly. No technical expertise is required to assemble TRIGA Go products.
• Easy to clean acrylic panels.
• Recommended for indoor use.
• Size: 1000mm (W) x 500mm (D) x 2000mm (H).
• 2-year warranty on aluminium hardware.

Sanitising Station

The TRIGA Go free-standing sanitiser station is easy-to-deploy and can be custom branded with your choice of interchangeable textile prints.

• The kit consists of a double-sided information totem and sanitiser plinth.
• Easy, tool-less assembly.
• The entire TRIGA Go can be re-branded and used for in-store activations or other marketing activities when no longer required as a sanitiser station.
• The unit is lightweight and flat packs into a carry bag.
• Interchangeable, washable textile graphics.
• Size: TOTEM – 700mm (W) x 1700mm (H) and PLINTH – 300mm (W) x 300mm (D) x1000mm (H).
• 2-year warranty on aluminium hardware.

Bedside Privacy Screen

Where privacy and hygiene protection is required, these quick-to-deploy TRIGA Go screens are the perfect solution. These lightweight screens, manufactured from aluminium and double-sided printed textile, flat pack for easy transportation and quick installation.

• The modular hardware can be reconfigured into display collateral if no longer needed for its original purpose.
• Tool-less assembly with no technical expertise needed.
• Modular hardware – the units can connect to each other to form longer screens.
• Interchangeable, washable textile graphics.
• Size: 1500mm (W) x 2000mm (H).
• 2-year warranty on aluminium hardware.

Hospital Bed Dividers

Consisting of a modular aluminium frame structure and printed textile graphics, these portable TRIGA Go booths can be erected without tools in an extremely short space of time.

• Structures are lightweight, completely modular and can be configured to suit your specific requirements and floorplan.
• Ideal as temporary wards, screening booths and consultation rooms.
• Flat pack for storage and easy transport.
• Tool-less assembly with no technical expertise needed.
• Interchangeable, washable textile graphics.
• Size: 4000mm (W) x 2000mm (D) x 2480mm (H)
• 2-year warranty on aluminium hardware.

Triga Go® ‘Q’ Textile

The sleek-looking TRIGA Go® Q offers unparalleled branding real estate value per square metre.

• The textile graphics are easily interchangeable, which makes quick recycling of marketing campaigns cost-effective and attention-grabbing.
• The hardware is also reconfigurable in 90-degree increments as your needs change.
• Quick tool-less assembly. No technical expertise is required to assemble TRIGA® Go products.
• Single and double-sided prints.
• Fire retardant, washable textile graphics, fully OHS compliant.
• Size: custom made to order.
• 2-year warranty on aluminium hardware.

Triga Go® ‘Q’ Rigid

The rigid panel queuing system offers good branding visibility and easy portability.
• The rigid panels are easily interchangeable, which makes quick recycling of marketing
campaigns cost-effective and attention-grabbing.
• The hardware is also reconfigurable in 90-degree increments as your needs change.
• Quick tool-less assembly. No technical expertise is required to assemble TRIGA® Go products.
• Single and double-sided prints.
• Fire retardant, washable textile graphics, fully OHS compliant.
• Size: custom sizes available – length made to order.
• Standard section sizes are as follows: 1000mm (W) x 1000mm (D) x 900mm (H) WALK
1500mm (W) x 1000mm (D) x 900mm (H) TROLLEY
• 2 Year Warranty on aluminium hardware.

GAWK VISUAL ENGINEERS 
+27878025493 
Sandro@gawk.co.za
www.gawk.co.za
This is Modern Marketing