SPAR Campaign Aims To Redefine Christmas Season

October 29, 2024

Recognising the economic challenges many families face, SPAR is committed to making Christmas both magical and financially accessible, reinforcing its role as a trusted partner in creating unforgettable festive moments.

As the festive season approaches, SPAR’s latest campaign, ‘A Christmas Like No Other’ is focused on emphasising the joy of family and community-driven Christmas traditions.

‘As we’ve seen throughout the year, consumers are still very budget-conscious and are looking for the best grocery deals. Delivering value has never been more important, and SPAR stores are uniquely positioned to help customers celebrate the festive season while honouring their unique community Christmas traditions, all without breaking the bank,’ said Keegan Alicks, National Marketing Executive at The SPAR Group.

Meet Barry

At the core of SPAR’s Christmas campaign is a heartwarming television commercial that tells the story of Barry, a UK national who finds himself experiencing a ‘Christmas Like No Other’ in the vibrant Karoo region of South Africa. The lighthearted and visually captivating commercial takes viewers on a journey with Barry as he exchanges his usual frosty UK winter for the warmth and sunshine of a South African summer Christmas.

Barry’s adventure begins when he arrives at a local Karoo home, greeted by the bright sun, the laughter of children, and a festive atmosphere that’s unlike anything he’s experienced. What follows is a joyful immersion into the unique traditions of a South African Christmas, from backyard braais (barbecues) and potjies, to playing cricket in the garden, and savouring traditional South African dishes like gammon, boerewors, babotie, and chakalaka. The commercial captures the essence of family and community, as Barry discovers that Christmas isn’t about the cold weather or the decorations, but the warmth of shared moments.

‘The contrast between Barry’s expectations of a traditional Christmas and the sunny, outdoor celebrations of his host family demonstrates the diversity and beauty of Christmas traditions and how they can differ from country to country, or from family to family,’ said Alicks. ‘This campaign is about celebrating those differences while bringing families and communities together in the spirit of generosity.’

As the commercial unfolds, viewers witness Barry’s transformation from a bewildered outsider to someone who fully embraces the South African way of celebrating. Whether it’s swimming in the pool on Christmas Day (and getting sunburnt), eating festive desserts like malva pudding and ‘snow balls’, learning the local lingo, or watching a feast being prepared on a makeshift grill over an open fire, Barry’s Christmas adventure is a reflection of the joy and togetherness that SPAR is enabling this season.

What stands out in Barry’s story is the role of food in bringing people together. SPAR plays a pivotal part in this festive narrative by providing families with the best products and ingredients to create their unique holiday feasts. From locally-sourced produce to SPAR’s own house brand products, the commercial subtly underscores the importance of choice, quality and affordability in ensuring that families can enjoy a Christmas meal that is both special and budget-friendly.

‘With rising living costs, many consumers are looking for ways to stretch their budgets without compromising on the quality of their festive celebrations. SPAR’s house brand products, which offer exceptional value for money, are a key part of this offering’, said Alicks. ‘Our house brand products are among the most affordable in the market, allowing customers to get more for less. Whether it’s restaurant quality meat, fresh produce, pantry essentials, or Christmas treats, SPAR ensures that every family can enjoy a Christmas feast filled with their favourites, without overspending.’

In addition, SPAR’s popular Rewards card offers shoppers access to monthly deals and promotions across a wide range of products, helping customers maximise their savings during the festive period. With SPAR2U, the convenience extends even further, as customers can enjoy the same rewards and deals through the grocery delivery app, with their favourites delivered right to their doors.

‘Our Rewards card isn’t just about discounts – it’s about helping our customers enjoy more of what they love while staying within their budgets,’ added Alicks.

SPAR’s ambition to be the first-choice brand for South African households is woven into every element of this campaign. ‘A Christmas Like No Other’ is more than just a marketing effort – it’s a celebration of the diverse and vibrant communities that SPAR serves. The campaign’s focus on shared traditions and local experiences reflects SPAR’s commitment to understanding and supporting the unique shopping needs of each and every community in South Africa, particularly during the festive season.

‘Our goal is to bring people together by offering exceptional value and service, while also recognising the rich tapestry of traditions that exist across South Africa,’ explained Alicks. ‘We want to be more than a place to shop – we want to be part of the Christmas story in each community and every family, offering products that make the season special for everyone.’

Follow Barry’s journey and share your own Christmas traditions using the hashtag #LikeNoOther, as SPAR invites all South Africans to celebrate a festive season full of joy, generosity, community spirit and savings.

With ‘A Christmas Like No Other’, SPAR is redefining what the festive season can be – a time for family, tradition, and giving, all without the financial stress.

MAGNA CARTA
www.magna-carta.co.za

2024 Effie Awards South Africa Winners Crowned

Modern Marketing

October 25, 2024

2024 Effie Awards South Africa Winners Crowned

A key highlight of the 2024 Effie Awards South Africa Gala, held on the 24th of October at The Tryst in Woodmead, Johannesburg, was the announcement of the prestigious Grand Effie – the top award recognising the most effective campaign of the year. The Effie Grand Jury adjudicated Halo and Pineapple’s ‘100% Pure Results: How Challenger Brand Pineapple Disrupted the Insurance Industry’ campaign to be the most effective campaign of 2024, highlighting the campaign’s remarkable business impact.

The gala celebrated outstanding marketing effectiveness. Agencies, brands, and their clients were recognised for campaigns that delivered measurable impact. Hosted by celebrated South African comedian and television personality Mpho Popps, the evening was a celebration of creativity, strategic excellence, and the results that truly matter in an increasingly fragmented marketing landscape.

Effectiveness: The New Gold Standard

In today’s marketing landscape, effectiveness is the ultimate measure of success. Campaigns that win Effie Awards demonstrate that they’ve delivered real, tangible results — whether through increased sales, brand growth, consumer engagement, or shifts in market share. Winning an Effie is about more than just creative execution; it is about campaigns that make a measurable difference in business performance.

Gillian Rightford, Executive Director at the ACA, highlighted the importance of marketing effectiveness: ‘Effectiveness is no longer a nice-to-have, it is the future of our industry. The campaigns celebrated at the ceremony have not only demonstrated creativity but also proven their impact on the bottom line. Winning an Effie is a mark of true success, recognising that these campaigns achieved what they set out to do: drive results that matter. Congratulations to all our winners, whose work inspires the industry to continue pushing the boundaries of what’s possible. Effectiveness is the currency for success.’

Refilwe Maluleke, Jury Co-Chair, noted the unique value of the Effie Awards: ‘The Effies exist to highlight and celebrate work that not only delivers creatively, but demonstrably drives success in whatever way your organisation measures it. This year’s entries have shown incredible creativity and impressive business results. The strongest case studies not only showcased great work but also demonstrated what they had to overcome to achieve their results. It was a privilege to engage with such an excellent set of cases.’

Ahmed Tilly, Jury Co-Chair, reflected on the role of creativity: ‘Creativity is the answer to business challenges. The 2024 Effie award winners created campaigns that were surprising, evocative, contagious and smart, yet simple. Most importantly, all the winners produced incredible results because they ventured outside the comfort zone. Creativity works better — it’s an indisputable fact. Kudos to the clients who made this work happen.’ During his address, Tilly further challenged clients to be brave, bold and supportive of their agencies. Agencies have the ability to deliver outstanding, creatively effective work, but its the clients that are the ultimate gatekeepers for great work.

2024 Effies South Africa Winners

AWARD	AGENCY	CLIENT	BRAND	CAMPAIGN	CATEGORY
Grand Effie	Halo	Pineapple	Pineapple	100% Pure Results: How Challenger Brand Pineapple Disrupted the Insurance Industry	Challenger Brand Solution / Commerce & Shopper Effies
Gold	Halo	Capital Legacy	Capital Legacy	Where There’s A Will, There’s Results: How Changing How We Spoke About Death Helped Capital Legacy Draft More Wills Than Ever Before	Finance
Gold	Ogilvy	SAB (AB InBev)	Castle Lager	Bread of the Nation	Social Good – Brands / Positive Change
Gold	Ogilvy	SAB (AB InBev)	Carling Black Label	Carling Cup 2023 – Fak’UGesi (Bring The Energy)	Experiential Marketing: Live & Digital
Silver	Retroviral	SAB (AB InBev)	Castle Lager	The GranBoks	Beverages – Alcohol
Silver	Ogilvy	SAB (AB InBev)	Castle Lager	Bread of the Nation	Beverages – Alcohol
Silver	Ogilvy	KFC South Africa	KFC	How KFC disrupted the breakfast category and changed it forever!	Marketing Disruptors
Silver	Ogilvy	KFC South Africa	KFC	How KFC took on the breakfast category, changed its fortune and the category forever!	Restaurants
Silver	Joe Public	SAB (AB InBev)	Brutal Fruit Spritzer	SheBeen: South Africa’s First-Ever Women-Only Bar	Experiential Marketing: Live & Digital
Silver	Joe Public	SAB (AB InBev)	Brutal Fruit Spritzer	SheBeen: South Africa’s First-Ever Women-Only Bar	Timely Opportunity
Bronze	99cents	Shoprite Group of Companies	Checkers	Checkers Xtra Savings Plus – Mission Impossible Made Possible	Retail
Bronze	Ogilvy	PEP	PEP	PEP Changing Station	Timely Opportunity
Bronze	Ogilvy	KFC South Africa	KFC SA	Made in Culture: How KFC debuted the Uncle Waffles burger	Social Media
Bronze	Ogilvy	Mondelez International SA	Cadbury Dairy Milk	When Mzansi’s Generosity was lost, Cadbury put generosity back on the Map for Every South African	Engaged Community
Bronze	Ogilvy	KFC South Africa	KFC	When two icons meet: KFC x Uncle Waffles presents a burger made in culture	Influencer Marketing
Bronze	Joe Public	SAB (AB InBev)	Brutal Fruit Spritzer	SheBeen: South Africa’s First-Ever Women-Only Bar	Seasonal Marketing – Products, Services
Bronze	Joe Public	SAB (AB InBev)	Brutal Fruit Spritzer	SheBeen: South Africa’s First-Ever Women-Only Bar	Social Good – Brands / Positive Change
Bronze	Joe Public	Chicken Licken	Chicken Licken	Chicken Licken Easy Bucks®️	Restaurants
Bronze	Ogilvy	SAB (AB InBev)	Castle Lager	Bread of the Nation	Marketing Innovation Solutions

Looking Ahead: Co-Chairs For 2025

During the gala, it was confirmed that the 2024 Jury Co-Chairs, Refilwe Maluleke, Executive Head of Marketing at Discovery Health, and Ahmed Tilly, Creative Advisor at Number 10 – A Creative Consultancy, have agreed to continue in their roles as Co-Chairs for the 2025 Effie Awards programme. Their leadership has been instrumental in guiding the judging process, ensuring the highest standards of adjudication.

The Effie Awards South Africa is hosted by the ACA and proudly sponsored by Nedbank, PepsiCo, SAB, SABC, Unilever, GIB Insurance and Investec.

Sharleen James, ACA Chairperson, expressed her gratitude: ‘A huge thank you to the Effie South Africa committee for their tireless work in making this year’s awards a success. The Effie Awards are an essential platform for recognising the power of marketing effectiveness and its contribution to business growth. As the ACA, we are proud to support this programme, which showcases the best of our industry’s creativity and strategic thinking, elevating South Africa’s marketing and advertising standards on a global scale.’

EFFIE AWARDS SOUTH AFRICA
www.effieawards.co.za

Using Technology To Enhance Rather Than Replace The Importance Of Human Connection

Modern Marketing

October 24, 2024

Using Technology To Enhance Rather Than Replace The Importance Of Human Connection

Daniela Thom, Head of Client Success at Helm, shares her thoughts on the importance of human connection in today’s digital age.

In today’s digital age, where advancements in technology are developing faster than their real-world applications can be envisioned, connecting with people on a human level is becoming increasingly important. I have witnessed first-hand the power of human interaction in building long-lasting relationships, fostering trust with clients and teams, and driving business growth in a digital era.

With artificial intelligence and other tech advancements permeating our lives and workplaces, intelligence of the social kind is an attribute that has the power to set businesses apart from their competitors. Face-to-face communication can improve understanding of complex concepts, and encourage participation that may lead to higher levels of creativity and problem-solving abilities. All of these are valuable components that can contribute to better collaboration, increased productivity, and innovation when combined with smart technology.

But the power of human connection also allows for the relationship that has been established to influence and inform every other (online or in-person) interaction you might have with an individual or group of individuals going forward. Being collectively in tune with a person’s verbal and non-verbal cues better informs your communication style and gives you better control and influence over the conversation’s outcomes. As the saying goes, some of the best business is done over a good meal – with other people. And as good as AI can be at so many things, it is not particularly good at breaking bread (yet).

If we acknowledge that there is value in face-to-face interaction, then it is important to give younger generations entering our workforce the opportunity to connect with other people on a human level. With limited to no in-office experience, the world’s first entirely digital generation is missing out on harnessing the power of interpersonal relationships.

In-person one-on-one time for junior staff with managers and peers is therefore also essential for soft-skills development, as it allows for collaboration, motivation and personalised support. It also translates into holistic growth and an opportunity to fast-track their career trajectories and plan based on their abilities and experience. Without exposure to their colleagues, young employees are likely to lose out on impromptu learning experiences that might prove invaluable. They are also less likely to develop a workplace culture, making them feel less connected to others which ultimately impacts the business as a brand and how it is represented by the people it hires.

As the world becomes more automated, the ability to navigate complex human emotions and situations involving other people will only become more valuable in the workplace. Conflict resolution, counsel and communication skills are becoming pivotal in determining the success of business people in today’s competitive landscape. With numerous competitors vying for every business opportunity, the ability to effectively resolve conflicts and build strong stakeholder relationships often determines who secures the client’s budget.

To nurture people skills in a workforce heavily reliant on technology, it is essential to encourage face-to-face interactions and human connections. Extroverts may find it easier to navigate social situations, but even the more introverted among us can benefit from stepping out of our comfort zones and engaging with others in ways that are meaningful. Building a network of professional relationships takes time and practice, but the rewards can be immense both personally and professionally.

In an industry where almost everything can be done online, Helm believes that AI isn’t going to dilute the importance of human connection, nor will it replace the meaningful exchanges between individuals that may immediately or one-day influence business outcomes. In a world where technology reigns supreme, it is the human touch that ultimately sets us apart.

HELM
www.helm.africa

It’s Time To Respect Design Rather Than Treat It As A Subordinate To Art Direction

Modern Marketing

October 24, 2024

Its Time To Respect Design Rather Than Treat It As A Subordinate To Art Direction — Tanya de Jongh, RAPT Creative.

Tanya de Jongh, Integrated Creative Director and Head of Design at RAPT Creative, says it’s long overdue that we start recognising the distinctiveness of design and doing better by the discipline. By understanding the unique contributions that designers bring to the table, we can elevate the role and celebrate the deep thinking and skill required to craft truly impactful design work.

In our industry, the terms ‘design’ and ‘art direction’ are often used interchangeably, leading to confusion and, more importantly, an undervaluation of the design discipline. While both roles are essential in shaping visual communication, they differ in their purpose, process, and the thinking behind them. Unfortunately, the industry’s tendency to blur these lines has led to a diminished respect for design as a craft.

The Role Of Design Vs. Art Direction

At its core, design is about problem-solving. It is the practice of taking a set of constraints — whether they be functional, aesthetic, or strategic — and crafting solutions that meet both the practical needs and the creative vision of a project. Design requires a balance of analytical thinking and creative execution. It is detail-oriented, iterative and hands-on.

Art direction, on the other hand, is broader in scope. Art directors are tasked with defining the overall visual direction or aesthetic strategy of a project. They conceptualise the big picture, establish a unified visual tone, and oversee the creative process to ensure that all elements — photography, typography, illustration, and more — are working harmoniously to serve the brand or narrative. Art direction is more about guiding teams and shaping ideas than it is about executing the design itself.

While art direction provides vision, it’s the designer who brings that vision to life through the nitty-gritty of craft. Whether it’s selecting typefaces, creating grids, or ensuring the design responds to user behaviour, designers are responsible for translating ideas into functional, visually compelling solutions.

The Undervaluation Of Design

Despite the essential role that design plays in making a project successful, the industry often treats it as a second-tier discipline, overshadowed by the more glamorous role of art direction. This is reflected in everything from budget allocation to the visibility of designers within agencies. Too often, design is seen as a mere execution of art direction — as if design is only about making things ‘look good’ after the art director has made the important decisions.

This mentality undervalues the strategic thinking and expertise that design requires. Designers don’t just make things pretty; we craft strategic solutions that improve the end user’s experiences, tell compelling stories, and ultimately drive business outcomes. Whether it’s designing an intuitive user interface or creating a brand system that communicates identity, design has a profound impact on how a brand or product is perceived and experienced. Yet, these contributions are frequently minimised or overlooked.

The Craft Of Design: More Than Execution

Design isn’t just a series of steps toward execution — it’s a form of critical thinking. Designers are problem-solvers who consider functionality, accessibility, hierarchy, and emotion in every decision they make. A well-designed interface, for example, isn’t just visually appealing — it’s intuitive, ensuring that users can navigate effortlessly. A well-designed brand system isn’t just a logo and a colour palette; it’s distinctive and modular, ensuring coherence across diverse mediums while leaving room for evolution.

To treat design merely as decoration is dismissing the depth of knowledge and skill involved in the craft. A designer must understand colour theory, typography, composition, psychology, and, increasingly, technology. We have to balance client needs, brand business objectives with user needs, marrying aesthetic considerations with functional ones. This level of expertise takes years to develop, and yet, it’s often undervalued in creative teams.

Respecting Design: A Call To The Industry

As an industry, we all need to do better in respecting design by recognising its role as a strategic asset, not just a cosmetic one. That means involving designers earlier in the creative process, giving them a seat at the table when decisions are being made, and acknowledging that their insights are as valuable as those of art directors or other stakeholders.

Budgets should reflect the time and expertise required for good design, and designers should be given the space to push back when decisions are made that undermine the integrity of the work. Additionally, creative teams and agencies need to invest in the continuous education and growth of designers, as their work is increasingly tied to evolving technologies and consumer behaviours.

Design should be elevated to the same level of strategic importance as art direction, copywriting, or strategy. By respecting the thinking behind design, the craft, and the intellectual rigour requires, we open the door to more innovative, effective, and cohesive creative solutions.

Design and art direction are both integral to the creative process, but they serve different roles. Art direction provides the vision, while design brings that vision to life through thoughtful, crafted execution. Yet, all too often, the industry fails to respect design as a discipline, treating it as a subordinate to art direction rather than as a strategic, problem-solving practice.

To move forward, we must acknowledge the intellectual and technical precision of design, give designers the respect they deserve, and recognise that great creative work relies as much on the excellence of design as it does on the vision of art direction. It’s time to elevate design, honour the craft, and, in doing so, push the industry forward.

RAPT CREATIVE
https://raptcreative.com/

Top Global Creatives, Including From SA, To Serve As Jury Presidents For The One Show 2025

Modern Marketing

October 24, 2024

Top Global Creatives, Including From SA, To Serve As Jury Presidents For The One Show 2025

The One Club for Creativity is the world’s foremost non-profit organisation whose mission is to support and celebrate the global creative community. Jury presidents for The One Show 2025 have been announced. Esteemed creatives will lead judging for each discipline, and have a vote on the work.

Confirmed One Show 2025 Jury Presidents, by discipline, are as follows:

– Radio and Audio: Suhana Gordon, CCO, LoveSong, Cape Town.
– Brand-Side/In-House: David Lee, CCO, Squarespace, New York.
– Branded Entertainment: Malcolm Poynton, Global CCO, Cheil Worldwide, London.
– Creative Use of Data, Creative Use of Technology: Nancy Crimi-Lamanna, CCO, FCB Canada, Toronto.
– Cultural Driver: Bianca Guimaraes, partner, ECD, Mischief, New York.
– Design: Liza Enebeis, creative director, partner, Studio Dumbar/DEPT®, Rotterdam.
– Direct Marketing: Vicki Maguire, CCO, Havas London.
– Film and Video: Javier Campopiano, global CCO, McCann Worldgroup & McCann Global, Madrid.
– Gaming: Taj Reid, global chief experience officer, US CCO, Edelman, New York.
– Integrated, Experiential and Immersive: Chris Beresford-Hill, worldwide CCO, BBDO, New York.
– Fusion Pencil: Walter T. Geer III, CCO, Innovation North America, VML, New York.
– Green Pencil: Barbara Humphries, ECD, The Monkeys, Sydney.
– Health and Wellness, Pharma: Wendy Lund, chief client officer, WPP, New York.
– IP and Product Design: Ronald Ng, global CCO, MRM, New York.
– Moving Image Craft and Production: Irene Kugelmann, chief creative officer, DDB Group of Companies Germany, Berlin.
– Music and Sound Craft: Joel Simon, CCO, JSM Music, New York.
– Out of Home, Print and Promotional: Kainaz Karmakar, CCO, Ogilvy India, Mumbai.
– Public Relations: Patricia Ávila, regional director for Latin America, Ágora, São Paulo.
– Social Media: Federico Duran, SVP, ECD, .monks, Los Angeles.
– Sustainable Development Goals Pencil: Thomas Hongtack Kim, CCO, partner, Paulus, Seoul.

Jury Presidents for Creative Effectiveness and Interactive, Online and Mobile disciplines will be announced along with the full jury in December.

In addition, members of The One Club Board of Directors will be present during judging, serving as non-voting facilitators in jury discussions.

‘The One Show’s reputation is built on the integrity of its juries and judging process,’ said Kevin Swanepoel, CEO, The One Club. ‘This year’s Jury Presidents will help further this legacy of the fairest and most positive judging process.’

Entries to The One Show 2025 can be submitted now, with fees increasing after each deadline period. Super-early entry deadline for the greatest savings is November 1, 2024. Early entry deadline is December 13, 2024, with the regular deadline January 31, 2025. The extended deadline is February 14, 2025, and final deadline February 28, 2025.

Finalists announced in April 2025, with Gold, Silver and Bronze Pencil and Merit winners announced in May during Creative Week 2025 in New York.

All One Show submissions must now include descriptions of the work background, creative idea, insights and strategy, execution, and results. This information will help judges make more informed decisions and promote thoughtful discussion, as well as enhance the quality of the comprehensive One Show awards archive.

All winning entries are showcased in the archive, and viewable for free for one year. All One Show winners receive a complimentary one-year membership to The One Club, which also includes complete archive access.

Agencies, brands, production companies and individuals responsible for winning work are included in The One Show Creative Rankings, as well as The One Club’s Global Creative Rankings, which combine points for winning work in The One Show, ADC Annual Awards, Type Directors Club TDC competition, Art Directors Club of Europe (ADCE) Awards, and ONE Asia Creative Awards. Winners are ranked globally, regionally and by country.

THE ONE SHOW
https://oneshow.org

Cape Town Is Worthy Of Your OOH Spend

Modern Marketing

October 24, 2024

Cape Town Is Worthy Of Your OOH Spend — Mali Motsumi-Garrido, Tractor Outdoor.

Currently, only 9% of out of home (OOH) media spend is directed towards the Western Cape, while 66% is allocated to Gauteng. Mali Motsumi-Garrido, Sales Director at Tractor Outdoor, discusses why you should be directing more of your out of home OOH spend towards the Mother City.

It’s no secret that Gauteng currently devours the bulk of the out of home (OOH) and digital out of home (DOOH) media spend pie. But the growth of the Mother City, in particular, is set to shift the share of spend in the near future.

No shade to Johannesburg: as a proud resident, I know all too well what the City of Gold has to offer, but that doesn’t mean we shouldn’t be redirecting some of its gold to other, equally deserving regions.

Here’s why media planners and buyers need to reconsider their OOH media investment splits – and why the Western Cape currently presents such a compelling story.

The Case For Cape Town

Firstly, the Western Cape is growing fast. In 2001, WC was the fifth most populous province, with 5 million people. Fast forward to 2022, and the WC has 7.4 million people, making it the third largest province after KwaZulu-Natal (12.4 million) and Gauteng (15.1 million).

According to census data, Cape Town will soon be a city of approximately 5 million. To prepare for this, heavy infrastructure investment has been dedicated to the city, with the 10-year spend pegged at around R120 billion.

Moreover, Cape Town currently has the fastest job growth: in the last year, the city has added over 200,000 jobs, which is more than SA’s other metros combined, and the city also boasts the lowest unemployment rate in SA.

In the near term, the City of Cape Town has secured R3.5 billion in financing for infrastructure investment, which forms part of the city’s plan to spend R39.5 billion on infrastructure over the next three years as part of its ‘Building for Jobs’ budget. To put this in perspective, this infrastructure budget is 80% larger than the next metro, Joburg (R22bn), and 98% larger than the third biggest, eThekwini (R20bn).

WC has attracted R140 billion in foreign direct investment, with the region becoming a hub for renewable energy and tech sectors. This funding brings much-needed capital and expertise to the area, providing access to global markets, talent and technology.

On the tourism front, Cape Town is once again thriving. In 2023, a record 2.8 million two-way international passengers walked through Cape Town International Arrivals’ doors. Not only did this represent a 48% growth on 2022, but it also beat the previous pre-pandemic record of 2.6 million in 2019.

Trends Shaping Audience Behaviours

Semigration: poor governance in certain provinces has driven consumer relocation, particularly towards the WC and Garden Route regions. Cape Town has emerged as a beacon of hope and optimism, stimulating migration from other parts of the country and fuelling demand for new homes.

Urban lifestyle: living in downtown Cape Town is as popular as ever and Gen Z, Millennials and Boomers alike are attracted to the urban lifestyle the city offers. These audiences are out and about and are constantly exposed to OOH advertising.

Community-centric developments: there is increasing demand for high-quality developments, with consumers favouring residences and workplaces that facilitate working, living and social interaction.

Facilitated by the rise of remote working and digital nomad culture, new developments have the opportunity to become the beating heart of communities. For example, the V&A Waterfront creates a focal space for the mixed-use developments surrounding it. This space has contributed significantly to fostering inclusivity, connectivity, and integration within Cape Town, forming a more vibrant and accessible urban environment for all.

Property Trends

This year will also see a big focus on short-term stay offerings, including hotels and aparthotels. This trend is giving way to high-quality public spaces, shared-space alternatives, short-stay offerings and office spaces, as people move away from ‘public’ spaces towards ‘belonging’ places.

Furthermore, Cape Town’s luxury property market is booming. Many first-time buyers are entering the market, facilitated by the semigration trend. Real estate businesses, financial institutions, and insurance companies looking to expand their reach will benefit from marketing to this new consumer base.

Cape Town’s Emerging Suburbs

You are likely familiar with Cape Town’s popular hotspots, such as the CBD and V&A Waterfront. While you might already be directing some of your spend towards these suburbs, it’s important to be aware of several emerging hotspots within the region, which are worthy of a slice of the OOH pie. These include:

Durbanville: this suburb has seen rapid residential and commercial development, particularly with modern estates and gated communities. The area offers good schools, proximity to the CBD, and a growing selection of restaurants, shopping centres, and recreational spaces. The area attracts young families and middle-income professionals looking for suburban living with easy access to city amenities.

Century City: this mixed-use development has seen rapid growth over the past few years, offering commercial, retail and residential spaces. It’s close to the CBD but offers a more suburban feel with modern apartment complexes, access to Canal Walk, and a vibrant business district. It is favoured by young professionals and middle-income families seeking modern, convenient living.

Somerset West/Strand – the Helderberg is a hotbed for development, with Somerset West and Strand leading the charge. Known for good schools, wine estates and gorgeous outdoor spaces, the area appeals to both retirees and young families looking for coastal living with strong community and lifestyle appeal.

Other emerging hotspots include Table View, Parklands, Sunningdale, Kuils River, Brackenfell, Kraaifontein, Milnerton, Bothasig, Edgemead, Stellenbosch, Stranfontein, Mitchell’s Plain and Bloubergstrand.

What You Need To Keep In Mind When Planning Your OOH Strategy

When it comes to OOH, Cape Town is worthy of your spending. The cultural landscape creates a vibrant theatre for brands to utilise OOH to become part of the creative narrative of the city while its favourable bylaws mean that advertisers get more exposure. The media landscape is not as cluttered as other provinces, allowing your brand’s messaging to stand out. Furthermore, tourism contributes to higher audience volumes, with a consistent influx of travellers – who tend to have spending power – serving as potential audiences.

For those looking to advertise in the Western Cape, make sure that your OOH campaign and format selection are fit for purpose. For example, short impactful messages work best on highway roadside digitals and classic sites, whereas longer format creative works best in forecourts and malls that encourage longer dwell times.

In addition, be aware of the ad length and animation requirements of sites. There are certain spaces where ad length and animation is restricted, such as roadside billboards.

Due to the dynamic nature of DOOH, brands can also be more flexible with their site selection, either employing hyper-local strategies by pre-selecting specific sites around key locations, or spreading distribution across a wide DOOH network.

The Western Cape is known for its robust bylaws, which are diligently enforced. Thus, planners must have confidence in their site selection and ensure that billboards are strictly compliant.

Finally, make sure you book in advance! Due to limited site availability and high demand, we recommend planning and booking media well in advance. This not only provides media planners with the guarantee that they will be able to deliver on campaign objectives during high-demand periods, but it also provides cost-savings through better rates.

TRACTOR OUTDOOR
www.tractoroutdoor.com

Sanlam Mixes Education And Humour For Latest Financial Literacy Campaign

Modern Marketing

October 24, 2024

Sanlam Mixes Education And Humour For Latest Financial Literacy Campaign

The F-Show – featuring comedian of the year Mpho ‘Popps’ Modikoane – was Sanlam’s secret project to get South Africans talking about the one thing they really don’t want to: their finances. The show was held over three sold-out nights at the Theatre On The Square in Johannesburg. Sanlam collaborated with author and personal finance expert Sam Beckbessinger to develop a six lesson-long ‘fin lit’ course, which was then crafted into a feature-length stand-up comedy gig by some of the country’s top comedic talent.

Mariska Oosthuizen, Chief Marketing Officer at Sanlam, said, ‘This campaign is rooted in the insight that South Africans don’t want to talk about money. However, research reveals that regularly talking about finances results in better mental wellbeing, improved relationships, and financial outcomes. Sanlam’s north star is to empower people to live with financial confidence, security and prosperity. So, the F-Show is our creative catalyst to normalise these kinds of conversations. As a nation, we’re very good at laughing at ourselves. So, comedy is a clever medium to help people to move past their inhibitions and engage with a traditionally ‘taboo topic’.’

‘Popps, along with supporting acts, Vafa Naraghi and Khanyisa Bunu, got the vision immediately and kept it raw and hilarious to bring home the message from our Dirtiest Word campaign: Money talk matters.’

Modikoane added, ‘Partnering on this project with Sanlam has been amazing. The idea of The F-Show is gripping; money is an actual f-word that people don’t want to engage with. That’s why humour is so important. As South Africans, our ability to laugh at ourselves is the glue in our culture that’s kept us going for the past 30 years.’

As clips from The F-Show started circulating on social media – generating over 2 million views, with 14,000 shares and 138,000 engagements – South Africans found themselves laughing and sharing moments that resonated with their own financial experiences, without fully realising they were being taught valuable financial lessons at the same time. With each laugh and comment shared online, the viral sensation encouraged a cultural shift – transforming the taboo around money into open and engaging dialogue.

Beckbessinger – author of Manage Your Money Like a F*cking Grownup – condensed years of financial insight and knowledge into six solid ‘fin lit’ lessons for the comedians to craft their comedy around. Popps said preparing for the show was challenging but fun. ‘There’s no sensitive way to talk about money. Money is money. You either have it or you’re trying to get it. Money shouldn’t be a taboo topic; we make it one and that’s the problem. We need to talk about money more; it’s healthy to do so. I grew up in a family that didn’t talk about it and, as a result, I had money struggles growing up. Now, I make it a point to talk about finances with my daughter and my wife.’

Beckbessinger noted that money taps into some of our trickiest emotions, such as fear and shame. As a result, money stress is something many people hide. ‘Humour disarms us and lets us look at things we’ve been too scared to confront; laughter is like flipping on a light switch in a dark room. It is South Africa’s unofficial 13th language; it’s how we connect, cope and open up about even the thorniest topics, like money.’

‘I hope that The F-Show streaming special gets money conversations out of the shadows and into the heart of our homes. We want people to talk about their finances with the same openness they’d discuss the latest episode of Real Housewives. If we can get friends and families chatting about their financial goals, then I feel we’ve done our job.’

Beckbessinger added that it can be easy for money conversations to derail us as we become defensive, throw blame, act condescendingly or feel helpless. ‘That’s exactly where humour comes to the rescue. If we can poke a little fun at ourselves, we can lower our defences and get everyone back on the same team. So, next time you’re diving into a tricky money talk at home, try to start with some self-awareness – and light-hearted moments.’ Channel your inner Mpho.

Perhaps The F-Show’s biggest impact is that it makes people feel less alone. South Africans are all going through similar struggles. That’s why hiding a ‘fin lit’ course in a comedy act was a winning idea. The material resonates as it informs. Beckbessinger said, ‘It’s easy to feel like you’re the only one drowning. When you open up, you realise you’re not alone. You give yourself the chance to ask for help, learn and take the first steps to getting back on track. Talking is the first step to banish the terror and regain control of our finances. There are solutions. We can’t begin to find them unless we first remove the terror.’

Oosthuizen concluded, ‘This has been an incredibly proud moment for Sanlam as we’ve explored a creative currency that we believe is unique to South Africa – our shared humour. We hope that The F-Show helps to normalise the F-word and lets us learn from, laugh with and lift each other. Talking about money is how we empower one another to live with financial confidence.’

SANLAM
http://sanlamonline.co.za

Marketers Must Measure Both Short-Term Impact And Long-Term Growth To Achieve Better Results

Modern Marketing

October 24, 2024

Marketers Must Measure Both Short-Term Impact And Long-Term Growth To Achieve Better Results

A new study by WARC in partnership with Google, highlights the latest research in EMEA on the importance of measuring both short-term and long-term effectiveness, the connection between brand metrics and sales, and how the latest technological and methodological advancements around measurement may help advertisers have a more holistic view on the impact of their marketing.

Rica Facundo, Managing Editor, WARC, commented: ‘In this white paper, developed in partnership with Google, we dive into the challenges of measuring the long-term impact of campaigns and offer new evidence into new solutions and best practices that will help marketers gain broader and more granular insights of their marketing efforts.’

Michal Protasiuk and Ahmet Bas, Senior Marketing Research and Insights Managers, YouTube Ads, Market Insights, EMEA, said: ‘Measuring marketing impact is a challenge, particularly in the ever-evolving and diverse media landscape and the increasingly messy consumer purchase journey.’

‘Advertisers are optimising their media investments with a short-term focused measurement and using it as the north star for their whole marketing budget, seemingly even for their branding campaigns with long-term goals. The need for a more holistic approach to measuring the impact of marketing has never been greater.’

Key insights and solutions outlined in ‘Beyond the horizon – the holistic path to measuring media investments’ include:

Focusing On Short-Term Marketing ROI Ignores Half Of Media Returns

A sharp focus on performance marketing and short-term measurement have made it difficult to prove the long-term value of marketing. Yet the cost of neglecting long-term effects is an incomplete picture of ROI.

According to the latest MMM Meta analysis by Ekimetrics, advertisers that prioritise short-term ROI may overlook half (50%) of media returns that can be generated by the related but separate dynamic of brand building.

Peter Grant, Head of Media Effectiveness, Boots, said: ‘If long-term health is sacrificed enough times and to a significant degree, then there is no tomorrow. Deep promotions and an addiction to conversion tactics are effectively the same thing. It may look and feel great today, but more is needed for tomorrow to be sustainable.’

Investing In Upper, Mid And Lower Funnel Marketing Drives Long-Term Growth

Investing in brand awareness via upper and mid-funnel marketing not only drives long-term growth but can also have a direct impact on the bottom line.

Multiple studies are proving that marketers should move away from the binary view of brand versus performance to be more outcome-focused and utilise both traditional and digital channels to generate growth.

A recent study conducted by Nielsen for Google revealed that boosting brand awareness in the upper and mid funnel by just 1% not only leads to a 0.6% increase in long-term sales, but also results in a 0.4% increase in short-term sales.

Investing in lower funnel marketing to drive purchase intent, has also proven to have long-term effects. According to the Nielsen study, by increasing ‘purchase intent’ activities by 1%, short-term sales grow by 0.7% and long-term sales by 0.2%.

Leveraging Marketing Mix Models (MMM) To Maximise ROI Across The Funnel

No single tool can provide a holistic measurement of media impact. To measure marketing performance effectively, a combined approach is necessary to close the gap between each measurement methodology.

Marketers are increasingly combining the use of Attribution (to measure digital media campaigns), Incremental Experiments (to validate observations and test insights) and enhanced MMM solutions (to connect insights and learnings).

Marketing Mix Modelling (MMM) is witnessing a resurgence driven by the shift towards effectiveness measurement, the adoption of robust, aggregated measurement approaches, and its capability of measuring new digital media formats.

Brands Considering Mmm Should Give Thought To:

Investment: this is dependent on factors such as how much data the company has and how granular the insights should be. Dr Grace Kite, economist and CEO/Founder of Magic Numbers recommends investing 10% of the media budget in MMM.

In-housing vs outsourcing: this is determined by factors such as expertise, bespoke or off-the-shelf solutions.

Strategic budget planning: MMM is particularly effective in assessing future cross-channel budget distribution by leveraging past performance data.

Benchmarking: MMM helps create accurate and data-driven benchmarks that quantify the holistic impact of different marketing channels on ROI.

Anna Dzierzędzka, Media and Connections Planning Director, PepsiCo CE and Founder and President of POR, part of WFA, said: ‘AI-powered advertising solutions will revolutionise holistic campaign measurement, enabling a deeper understanding of effectiveness at an accelerated pace and providing insights into potential future scenarios. This enhanced understanding will empower businesses to make more informed and impactful decisions, ultimately driving growth and success.’

A complimentary copy of the full report is available to read here.

WARC
https://www.warc.com

Chicken Licken And Joe Public Highlight Perfect Moments Of Satisfaction In Latest Campaign

Modern Marketing

October 24, 2024

Chicken Licken And Joe Public Highlight Perfect Moments Of Satisfaction In Latest Campaign

Chicken Licken is reminding South Africans that it’s the little things that satisfy us most. Chicken Licken and Joe Public’s latest campaign showcases how beloved Super Slyder® cravers can enjoy the ultimate satisfaction of the Super Slider® Mix 4.

In a series of captivating films, the campaign taps into tiny, quintessential moments of personal triumph based on human truth, and amplifying them to dramatise the immense feeling of satisfaction that it brings.

‘This campaign is unlike anything we’ve done before,’ said Xolisa Dyeshana, Chief Creative Officer at Joe Public. ‘To keep growing a brand as iconic as Chicken Licken, we have to constantly reinvent how we connect with our consumers. This campaign does exactly that — by tapping into an undeniable truth that South Africans can relate to, and then zooming in on those tiny, perfect moments of satisfaction.’

Directed by Greg Gray of Romance Films, the series of films brings to life quirky, relatable stories: from a late-night office worker finding a clever way to deal with paperwork, to a woman’s triumphant moment during a quiz show, and even a tense showdown with a claw machine. Each of these moments represents the ultimate feeling of satisfaction, the same feeling you get from eating a Super Slider® Mix 4.

Adding to the film’s creative edge is a bold and unexpected track, composed by Pressure Cooker, that heightens the tension and emotion of the storytelling.

In the coming weeks, the Super Slider® Mix 4 campaign will be promoted across social media, radio, and outdoor advertising, reminding Chicken Licken fans everywhere that when it comes to satisfaction, it truly is the little things that satisfy us most.

JOE PUBLIC
www.joepublic.co.za

Open Chair, In Partnership With Nedbank, Hosted Event For Young Women In Advertising And Marketing

Modern Marketing

October 21, 2024

Open Chair, In Partnership With Nedbank, Hosted Event For Young Women In Advertising And Marketing — Credit: Misha Jordaan, Gallo Images.

Open Chair, in partnership with Nedbank, hosted ‘Friends in High Places’ – a speed dating event for young women in advertising and marketing. This was speed dating with a difference. It took place on The Cape Wheel where 65 mentees had face time with 31 mentors from across the industry. The pods on the wheel served as an ideal safe space for women to share knowledge and receive guidance on how to navigate their careers, while taking in a breathtaking view.

The event took place on Thursday, 10th October during Loeries Creative week, the biggest event in the calendar for the advertising and marketing industry in Africa and the Middle East. With most of the industry having descended upon Cape Town from 7-11 October, it provided the perfect context for nurturing and inspiring the next generation of young women in the creative industry.

The plan is to continue to host more speed dating events throughout the year in Johannesburg and Cape Town.

Loeries is all about recognising, rewarding, inspiring and fostering creative excellence. This aligns very well with the mission of Open Chair, a non-profit organisation, dedicated to two key objectives:

1. To uplift and inspire the women of industry.
2. To help make the industry safer for all our people.

Open Chair was founded by Suhana Gordhan, Independent Creative Leader and former Chairperson of the Loeries, as part of a vision to help create more consciousness and connection between women in the industry. Gordhan’s partners at Open Chair are all industry stalwarts, including Nkgabiseng Motau, CCO and Founder of Think Creative Africa, Roanna Williams, CCO of Boundless, Fran Luckin, CCO of VML and Melina McDonald and Lorraine Smit, Co-Founders of Darling Films.

The women at Open Chair believe that one of the challenges we face as an industry is empty chairs. There are far too few women occupying those chairs and far too many leaving them. This community was formed for the purpose of creating access to industry leaders. ‘Our events are about creating a safe space for women to meet face-to-face, to gather guidance, to navigate the tough parts of our industry and ultimately to learn from and be supported by each other. We want to focus on our futures, and to encourage each other to fill those chairs, to be visible, present and unashamedly extraordinary,’ said Gordhan.

Open Chair has also developed a Code under the hashtag, #OnMyWatch, to advocate for better behaviour across the industry. ‘Our industry, unfortunately, has a history of destructive behaviour – physical and psychological – that we need to talk about. Our Code is not about naming and shaming, but rather about painting the picture of the industry we believe is possible. It’s about creating an intentionality around addressing the harmful behaviours – from bullying to harassment and microaggressions – that have persisted over time. We want women to stay in the industry, and rather than feeling threatened and disrespected, we want their only challenge to be about creating great work,’ said Motau.

‘We are truly grateful to our partners at Nedbank for supporting this event, and for recognising the importance of investing in mentorship, as a pathway to ensure that those empty chairs in leadership are filled by the brilliant, bright, young women coming up in this industry,’ said McDonald.

You can adopt Open Chair’s Code here.

OPEN CHAIR
LinkedIn

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