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One Lady & A Tribe Celebrates 10th Anniversary Of Mandela Day

One Lady & A Tribe Celebrates 10th Anniversary Of Mandela Day

One Lady & A Tribe have played a role in creating The Nelson Mandela Foundation (NMF) campaigns and are encouraging individuals and corporates to become involved in community projects and more recently, to focus specifically on poverty.

Mandela Day 2019

It is the 10th anniversary of Mandela Day in 2019 and the NMF are setting 10 goals for the next 10 years. They are moving away from implementing the campaigns to focus on creating sustainable models that government, corporates and individuals can become stakeholders in. This is to ensure that the issues that need urgent addressing and resolving become the responsibility of both the government and society at large.

There are 5 main focus areas:
• Education/literacy.
• Food and nutrition.
• Shelter.
• Sanitation.
• Citizen activism.

How it Works

The campaign is being launched with a call to action from a leading South African. A manifesto of change. A challenge set to the Rainbow Nation. At the end of the manifesto, people are guided to the website where they can accept a daily, weekly, monthly or even a yearly challenge. 

The website is to be a portal of challenges set by NGOs, private citizens and ourselves. Each challenge has a start and end date, a location, a brief spec of what is needed and an ‘Accept Challenge’ button. Visitors can then choose which challenge to accept  – it could be a small one, like painting a school hall. Or a big one, like helping someone pay for varsity. ‘Challenge Accepted’ is a phrase that denotes ACTION. A positive response to Madiba’s request. But it’s bigger than that. It’s a promise by South Africans from all walks of life to accept his challenge, and live it every day.

The company and the foundation want to inspire action in all South Africans, young and old. Everyone is invited to live Mandela Day, every day. Each of us can make every day a Mandela Day by choosing to do something sustainable that will help South Africa eradicate poverty and ensure we each realise the ideal of a dignified life. It’s time for us all to accept his challenge.

ONE LADY AND A TRIBE
+27112442160 
www.oneladyandatribe.com

Point And Iconic Media Group Form Partnership To Improve Consumer Experiences

Point, a procurement, consultation and management of end-to-end marketing solutions company, has teamed up with Iconic Media Group to create a unique and fully integrated package for clients that promises to deliver efficient production and expertise with effective creative work, at any point in the consumer experience, across Africa the Middle East, and the UK. 

The move has seen The Iconic Media Group rebrand to the Iconic Collective, an integrated agency that offers seven divisions of expertise including; digital, shopper marketing, animation and post-production, technology and activations. This new agency will service their clients from three offices in South Africa, together with offices across Africa and the UK including Kenya, Egypt, Dubai, and London. 

This announcement follows the partnership agreement with the Customer Marketing Group. ‘Creative and production used to be done in one house but there was no transparency between the two and hence they were separated,’ said Gary Davies, Group CEO of Point. ‘This then forced agencies to move their specialist skills into completely different companies. In line with international trends, the two skills are merging once again and we strongly believe this relationship will work. We will continue to provide the transparency clients have always wanted, with strong creative skills the Iconic Media Group bring.’

‘The Iconic Media Group is five years old and offers specialised skills across the full spectrum of creative services. They have always held the vision of developing our business into not only a truly integrated agency but to also provide our clients with on-site hybrid offerings that further deliver better efficiency and effectiveness. The partnership with Point achieves that.

‘We believe that there are better ways to work with our clients. We are able to place insight-driven consumer experience strategies at the heart of everything we do. To take a creative campaign and roll it out at any stage of the shopper experience with production know-how positions our business to make a real difference to our clients. This partnership will enable us to strategically develop, conceptualise and create a final product that can be implemented at any point of the consumer’s journey. We believe this will separate us from the rest of the competition,’ Davies added.

Point currently has operation bases across the entire African continent and reaches into the Middle East. With their new relationship, Point believes they’ll be filling a niche gap in the market across the continent.  

‘In the African and Middle Eastern market, having on-the-ground experience is key. When we talk about shopper experiences in individual African markets, creative is normally supplied without actually knowing the consumer journey on the ground. This means that the creative executions often miss the mark when presented along the consumer journey. We see a need in the Fast-Moving Consumer Goods (FMCG) space for an agency that can provide strategic production advice in conjunction with relevant consumer experience strategies and a full-service creative offering. This partnership will allow us to offer relevant and tailor-made solutions to those markets,’ said Davies.

ICONIC COLLECTIVE
+27317640702 
hello@icollective.agency
icollective.agency

Fusion Digital Celebrates 10 Year Anniversary

Fusion Digital Celebrates 10 Years
The Fusion Digital team at their 10 year milestone celebration.

Fusion Digital hosted an event at the Glendower Country Club in Modderfontein on 5 July to celebrate their 10 year milestone. With an equally dedicated and dynamic team, Fusion Digital has grown exponentially since opening its doors and is now a partner of the Caxton and CTP Publishing group of companies.

The company has been in the business of large format digital printing since 2009, and while it may still be considered a ‘young’ company, founders James Johnston and Reshma Ramlugan have both been in the printing industry for well over two decades.

Managing Director Ramlugan commented on how they’ve managed to reach this milestone: ‘At Fusion Digital, we are truly passionate about what we do – we have ink in our veins. We try to make things as easy as possible for our clients, so they trust us to produce the best results on the most effective substrates while turning out the most vibrant colours. We have long-term relationships with most of our clients, but also treat new clients with the respect all clients deserve. We go the extra mile, have no problem working long hours and making sure deadlines are always met.’

Fusion Digital Celebrates 10 Years
Fusion Digital celebration cake.

‘James and I have been lucky to have an exceptionally understanding working relationship. The partnership worked from the get-go. We complement each other’s strengths and weaknesses, which results in a seamless execution at the end,’ added Ramlugan. ‘We have also been able to handpick staff who have a great team spirit and who share in our vision. We occasionally fell on hard times, as all businesses do, but Fusion Digital has managed to pull through these tough times and come out stronger on the other side. Being part of House of Print, CTP Caxton has certainly helped. It’s always nice to have a big brother to guide and support you.’

FUSION DIGITAL
+27116147947
info@fusiondigital.co.za
www.fusiondigital.co.za

HoloPundits Launches Total Augmented Reality Digital Display Solution

HoloPundits Launches Total Augmented Reality Digital Display Solution

HoloPundits Inc’s Total Augmented Reality (TotalAR) digital display solution allows end-users to overlay AR content over dynamic content. A customer can then interact with the AR content using a smartphone.

Vinod Dega, CEO HoloPundits, said that TotalAR is aimed at democratising AR for all marketers by providing the freedom to add AR to existing materials. ‘Organisations can harness and integrate dynamic digital content to static materials from actual products, to packaging, brochures, coupons, pamphlets, business cards, user manuals, signage, displays and much more. It lets organisations create, target and measure relevant content for their customers.’

HoloPundits built TotalAR to deliver better customer conversion rates through customised, captivating and compelling marketing and branding campaigns.

HOLOPUNDITS www.holopundits.com

Primedia Outdoor Introduces Video Wall In Nigeria

Primedia Outdoor recently unveiled a new 3m x 12m LED video wall in Ikeja City Mall, the largest shopping mall in Lagos, Nigeria to continue the drive of bringing the best branding opportunities to the rest of Africa.

Surrounded by over 100 stores and restaurants, this landscape LED video wall offers a powerful communication platform, allowing unlimited creative executions to boost key campaign messages to the shoppers in the mall. Located in the Shoprite concourse of the mall, this high-definition LED video wall has the opportunity to reach approximately 670,000 shoppers on a monthly basis (Hyprop Investments).

The Ikeja City Mall is a significant consumer hub for the area. 36% of all the business parks and commercial buildings, and 38% of all residential areas in the city of Lagos fall within a 10km radial catchment area of the shopping mall – ensuring that it is a key point of convergence and a go to destination for the people of Lagos.

Tamara van Eeckhoven, Chief Operating Officer of Primedia Outdoor Rest-of-Africa said, ’Digital Out-of-Home is a powerful medium in the mall environment as price and product can be communicated daily to the shoppers and can also deliver on furthering consumer engagement with brands by utilising dynamic capabilities. It’s an exciting space and we look forward to helping brands in establishing stronger presence in a mall environment. We are delighted about the launch of our new eye-catching LED video wall. The screen is strategically placed in a prime location, targeting shoppers in the main concourse of the mall.’

PRIMEDIA OUTDOOR
+27114751419 
jorja@primeoutdoor.co.za
www.primediaoutdoor.co.za

Zoom Announces Ceiling Mounted Digital Signage

The new D6 ceiling-mounted digital signage screens showcase brands in the most dynamic way and offer unobstructed viewing in the busy gym environment.

The gym and health club environment offers high dwell times for brands to promote, inform and entertain consumers using customisable music and AV programming and content that features in-gym promotions and sponsorships that are relevant to each health club’s audience.

‘Zoom Media continues to innovate effective advertising solutions for brands and gyms across the UK. We have several successful partnerships such as this that enable our network to offer the very best in dwell times and engagement to a highly desirable audience,’ explained David Wellard, VP of Sales and Marketing at Zoom Media.

ZOOM MEDIA www.zoommediaconnect.com

Smurfit Kappa Wins 11 Awards For Innovative And Sustainable Packaging

Smurfit Kappa Wins 11 Awards For Innovative And Sustainable Packaging

Creative eCommerce and shelf-ready solutions for a diverse range of products including gin, dry shampoo and motorcycle helmets were praised by the UK Starpack Awards judging panel for Smurfit Kappa’s use of materials and innovative approach to the brief. The Starpack Awards recognise innovation in packaging design and technology.

The packaging leader’s winnings included two golds, one silver, three bronze, four highly commended and one special award. The ‘Packaging Star of the Year’ award went to Smurfit Kappa designer Carolann Butler for her clever ‘Touch Box’ pack for electrical heating units. The 100% recyclable pack eliminates the need for plastic bubble wrap and was described as a ‘perfect pack for eCommerce’ by the judges.

Commenting about the performance, Eddie Fellows, CEO of Smurfit Kappa UK said, ‘We are exceptionally proud of the fact that we continue to win such esteemed awards. ‘This really shows our drive for continuously innovating through design and material, resulting in the creation of the best possible solutions for our customers. A huge congratulations to all the design teams involved.’

The awards included:

• Packaging Star of the Year: Carolann Butler (Smurfit Kapp Peterborough).
• Gold Award: Ideal Boilers electrical heating unit eCommerce pack.
• Gold Award: Cadbury’s 5-a-side display stand.
• Silver Award: SuperStar Components bike pedal eCommerce pack.
• Bronze Award: Chivas transit pack.
• Bronze Award: Batiste dry shampoo shelf-ready pack.
• Bronze Award: Esse stove online shipper pack.
• Highly Commended: Brockmans Gin gift pack.
• Highly Commended: Davida Motorcycle helmet pack.
• Highly Commended: Argos Weatherproof shipper.
• Highly Commended: Richmond Sausages shelf-ready pack.

SMURFIT KAPPA https://www.smurfitkappa.com

How To Develop Campaigns That Will Change Behaviour

Insights And Relevant Communication Could Breed Behavioural Change Through Marketing

According to Jabulani Sigege, Executive Creative Director of Hero, old habits die hard. It is difficult to change a behaviour that someone has had for many years. In order to get people to do what they have never done before, you have to dig deeper and go beyond surface-level insights to develop communication strategies and work that will drive them to behave differently.

A perfect example of this kind of behaviour change is the City of Cape Town’s #ThinkWater drive. A crisis could only be averted through significant change in residents’ water consumption.

Tips on developing a sustainable campaign that will change behaviour:

Know your target audience

It is important to understand your audience inside and out, from a demographic aspect (age, gender, location) but more importantly in terms of psychographics (mindset and interests). You need to know who you’re talking to in order to know how to convince them to change.

With the #ThinkWater campaign, the data showed that the majority of water consumption was by residents living in the leafy suburbs with pools and gardens, and to a lesser degree those living in complexes and flats. Any home with water-thirsty appliances like dishwashers and washing machines would be the target of this communication drive. So this defined the campaign’s key audience.

Craft a correct message

Most people cannot be persuaded to change their behaviour. Rather, they need to be motivated to change. The key to motivating people is knowing what matters to them enough to affect them. The next step then is to discover ways to make the desired behaviour appear fun, easy, and popular – more importantly, make it feel like it is a decision that they made themselves.

For this campaign, water usage was quantified as part of the messaging because simply asking residents to save water was no longer enough. Residents needed to be educated about how much water a toilet flush or a two-minute shower consumed. More importantly, residents needed to feel like they could actually make a big difference through even the smallest actions.

An online water calculator was created that allowed residents to check their daily usage. And when they got to their daily total, they were encouraged to share their number on social media. Similarly, an online Hydrometer was designed that showed the dam levels and the daily consumption figures to keep residents updated and informed on the progress.

Choose your outreach strategy

Social media is perhaps the most flexible and affordable outreach tactic, suitable for covering a cross-section of your target audiences. It provides both organic and paid opportunities for marketers to engage their target audience with a specific message, or maintain continuous dialogue.

The strategy for this campaign was to use people to influence people. It speaks to the credibility of the message, and it speaks to the efficiency of the outreach process. It was a partnership with residents that made the campaign a success, along with relevant and resonant communication.

The campaign saw the rise of ‘Water Warriors’ and saving water became a ‘Cape Town thing’. Water-conscious groups popped up all over the city to take on the cause and motivate each other. People wanted to take up the mantle of being the voice of the campaign and echo its message within their social circles.

Continuous evaluation

One significant advantage of digital advertising is its built-in measurability. It’s also easier to change out digital campaign communication than it is with other outreach tactics.

Constant evaluation through social listening is important because it allows you to adjust the messaging to address certain issues that create misperceptions or wrong behaviours. Listening allows you to react and respond in the best manner. After all, who is going to listen to someone who isn’t listening to them?

An example of this was the misconception that the City was wasting water due to the leaks that were not being repaired. In fact, the data proved that the City’s leak rate is 16% versus the South African average leak rate of 34%. 

Another illustration of this was the misperception that informal settlements were a major contributor to water consumption through car washes and leaking taps. The data showed that only 4% of water is used in informal settlements. Videos and social posts were created around these misperceptions and the noise around these soon diminished.

Bringing it all together

Behaviour change is never easy, but with the right tools and a defined strategy, it is possible. Remember, a successful behaviour change marketing strategy always starts with properly identifying your target audience and what drives them, followed by putting out the right message, engaging with them, and then evaluating to see what is or isn’t working in order to fine-tune as you go along.

Over three years and with carefully targeted and considered communication, water consumption decreased from 1,2 billion litres a day to 500 million litres per day. This is an incredible feat that saved the city from a potential disaster. As a gauge, when Melbourne was going through a severe drought, it took them 12 years to save the same amount of water that Cape Town did in three years. Cape Town’s example of behaviour change showed other major cities in similar situations how things could be done differently in order to be effective.

HERO 
www.hero.co.za

Ogilvy Appoints Managing Partner

Lebo Madiba, new managing partner: Public Relations and Influence at Ogilvy.

Ogilvy has appointed Lebo Madiba as the managing partner: Public Relations and Influence. She is taking over from Joanna Oosthuizen, who was promoted to Chief Operating Officer for Ogilvy South Africa in 2018.

Madiba joins Ogilvy from Etion Limited – digital technology provider where she was the Group Chief Marketing Officer. In the role, she led the amalgamation of Ansys, its business unit Ansys Rail, and subsidiaries Parsec, Tedaka Network Solutions and LawTrust, under the Etion brand. 

She has 20 years of experience in the communications and brand-building field. Prior to Etion, Madiba was Managing Director of PR Powerhouse, a communications and brand agency she founded in 2011 and ran until 2017, when it was in-sourced by Etion.

Madiba led three other public relations agencies – Redline, a division of FCB Africa; Chillibush PR; and GGi Communications. Her corporate experience includes the role of media specialist for FNB Internet Banking. 

Madiba said, ’I am beyond thrilled about the new role. Ogilvy is among the most respected PR agencies in the country, with an impressive client list that requires sophisticated levels of service. I can’t wait to get started, particularly now when digital transformation is driving much desired change in the industry. I’m looking forward to the challenge and to making a real difference for our clients.’

Madiba has been named among Avance Media’s 100 Most Influential Young South Africans in 2018, judging the Standard Bank Top Women Awards, and placing in the top 15 in the South African chapter of the Goldman Sachs 10,000 Women Certificate Programme for female entrepreneurs at the Gordon Institute of Business Science (GIBS).

Oosthuizen said, ‘Madiba will bring impressive industry experience, passion and proven ability to the agency. We searched long and hard for the right person to fill this critical role, but she was the stand-out among some incredibly strong candidates. I’m looking forward to working with her, and I know she will take the agency to new heights.’

OGILVY 
+27117096600 
joburg@ogilvy.co.za
www.ogilvy.co.za

Social Media Is Decreasing Brand Relevance

Social Media Decreasing The Relevance Of Brands
Image source: 3dexport.com

According to Estelle Nagel, Marketing Manager: Gumtree SA, when social media first hit the radar of marketers, the possibilities seemed endless. Finally, marketing would be a true two-way conversation. Instead of speaking at consumers, marketers would speak with them. Advertisers praised the ability to narrowly target groups based on their interests and customer service embraced the new, instant channel (perhaps a little more grudgingly than the former).

But instead of improving brand relevance, social media is slowly decreasing it. Just look at the Top 500 accounts on social media today – only three belong to traditional brands. (Non-traditional brands, like the Kardashians and other influencers, are thriving on the other hand).

Examining how marketing has evolved over the years, it shouldn’t be a surprise that brands have not quite resonated in the social sphere as they had hoped. In the 1920s, when modern marketing was born, there was little to do but raise brand and product awareness. New inventions (such as vacuum cleaners and washing machines) were promoted to a delighted new urban-based white-collar workforce.

In the 1950s, with steeper competition and more brand differentiation, the Mad Men era scrambled for creative ways to reach consumers. Their task wasn’t that difficult. In the US, there were three TV stations broadcasting original content for six months (and then repeats) for about 18 hours a day. Movies could only be seen in the theatre, and magazines bought off the rack. This trend continued well into the 1980s. Access to celebrities and sporting events were limited, so brands stepped up as sponsors. Benson & Hedges was synonymous with cricket and Rothmans with the July. 

The truth is that social media and the proliferation of media have fundamentally changed culture. Brands were able to buy their way into consumers’ attention spans with relative ease, because attention was focused on single cultural phenomena. Do you remember going to school on Monday and everyone had watched the same Friday night television show, or watched the latest movie release? That phenomenon might have died out with Game of Thrones – and only 10% of the population watched it.

Social media redefined what qualifies as a fast response from a company. Competition stepped up and consumers stopped comparing apples with apples when it came to brands. YouTube didn’t consider launching a music channel that would let you listen to music after you close the app until Spotify arrived on the scene. Once a technology launches, consumers expect all brands to adopt its capabilities, or they move on.

So how do we win over customers in 2019? Good service, good products and good communication is key. Brand experience is the brand. Think of Apple. Every element – from their Twitter feed to their store – is customer-centric. Walk into an Apple Store and every single device on the market is on display, tilted at ninety degrees for optimal visibility and connected to the internet for you to use as long as you want. There are no products in the large glass windows, resembling a PC screen for easy visual processing. Staff aren’t paid commission. Performance is measured in retention, not sales. Their job is to ask questions, assess needs and meet them.

Too often brands spend millions rebranding and rolling out impressive campaigns. Think of the large banking campaigns that have rolled out – imagine if they invested that money in queue-free banking trips? Or automakers that allow you to research, modify and purchase your car from your desk?

There are simply too many brands with campaign messages that differ wildly from the service or product that they deliver. Promising a happy experience in your ad campaign when customers are facing surly checkout staff, ill-stocked stores or broken booking systems simply doesn’t cut it anymore.

The fundamentals that were promised by the social media era are still true. We should be having that two-way conversation with our customers. Followed by putting our money where our mouths are when it comes to service.

GUMTREE 
www.gumtree.co.za

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