Loeries and Cannes Lions put local and international talent in the spotlight
March 25, 2011 at 8:22 am | Posted in Uncategorized | Leave a commentTags: Cannes Lions, Loeries
We have an extremely high standardof creative work in the country, as is evident from the winners of awards such as the Loeries and thePendorings, and from the type of ads we see on our TV screens; hear on the radio; and see in print. Our creative work is also often compared to an international standard, winning international awards at Cannes Lions and the like, and with many commentators saying that our advertising is on par with its international counterpart.
So, with both the Loerie Awards and the Cannes Lions Awards having announced their call for entries for 2011, what better time to juxtapose local and international talent, while at the same time taking the opportunity to mingle with other creatives and experts in all forms of communication and creative thinking. And there’s no doubt that advertisers want to be part of the action, actually anyone in the communication industry would give their eye teeth to attend – just ask my colleagues!
With such high quality work being produced, it is important that it is recognised and nurtured on the local and international front, and I think this is where the real importance of these awards comes in – sure, it’s great to be recognised in the industry and add that trophy to your collection, but it also fosters competition to create even better work and take the industry from strength to strength, so in this way, I can understand the hype around the awards so far in advance, even if it does feel as if we’re in a constant cycle. And as this is the creative industry, why not have a bit of fun, learn something and show off while doing so?
What is your opinion of South African advertising, and how does it compare to its international counterpart? We would love to hear your comments!
Vodacom says ‘Yebo Gogo’ to Vodafone
March 17, 2011 at 11:07 am | Posted in branding | Leave a commentTags: Cell C, rebranding, Red Bull Mobile, Vodacom, Vodafone
Seems that making a splash in the media is where it’s at for cell phone networks in South Africa lately. I’m sure I don’t have to mention Cell C’s rebrand again, and what about the recent launch of Red Bull Mobile?
Perhaps it’s something to do with the fact that, as CEO of aquaonline, Brent Shahim,explains, “the market is saturated with 48-million or 50-million numbers out there, more than the population,” so network providers need to look to other avenues to remain competitive in the market. Sure, that has to come down to service delivery, affordability and features such as the ability to browse online effectively, but apparently it also involves renewing their image.
The latest to jump on the rebranding bandwagon is Vodacom. Plans to refresh its brand and marketing image with a new or at least ‘tweaked’ corporate logo and identity were first announced in November last year, but according to MyBroadband, these plans will be put in place at the beginning of next month.
And, just as Cell C dropped its white background and red lettering for a bolder black on white/ white on black incorporating the colours of our national flag, it looks like Vodacom is also set to drop its iconic blue and green logo in favour of its parent company, Vodafone’s red inverted comma logo and white text.
I have to admit, when I first saw the mock-up of what the logo might look like, I almost reeled in horror – I mean, the original logo is part of South Africa’s marketing landscape and is recognisable to everyone. My immediate thought was, “They’ll have to seriously rebrand Vodaworld!”
But thinking about it (and let’s be clear here, just what the new branding will be is pure speculation at this point), in reality the Vodafone branding is already quite a significant part of the Vodacom brand – my colleague just got a BlackBerry on a Vodacom contract and the screen display is certainly not green and blue, but rather that fiery red. After all, Vodafone now owns 65% of Vodafone, while Telkom (ostensibly where the green and blue originated from) is no longer a stakeholder, so it’s what you’d expect, isn’t it? On top of this, I for one don’t really understand what it is that distinguishes Vodafone and Vodacom, or where they work together, so perhaps solidifying the partnership makes sense in that it will be clearer that they’re one and the same, or at the least that one is an off-shoot of the other.
In any case, get ready for the marketing campaign heading our way in April – 1 April is said to be the official launch date, with the brand planning to make use of the Sunday papers on 3 April as a launch platform – and whatever the new branding and brand identity is, it will certainly be more Vodafone-centric, according to Vodacom CEO, Pieter Uys.
A long way from the days of ‘Yebo Gogo’… and I wonder just how the Blue Bulls will feel about being sponsored by a red brand?
Can Smart Water and Jen Aniston go viral?
March 8, 2011 at 1:17 pm | Posted in Online ads | Leave a commentTags: Glaceau, Jennifer Aniston, Smart Water, viral videos, YouTube
The marketing gimmick of the moment is viral videos. How we all wish we knew the secret, fool-proof ingredient to make those internet videos go viral, because of course, by now we should know that you can’t ‘make’ a viral video – you’re just lucky if it happens.
Glaceau Smart Water parodiesthis idea in its latest internet video. Jennifer Aniston is the star, as in the other Smart Water ads, but this time she tells the audience, “I’m here to talk to you about Smart Water. But in this day and age, I can’t just do that, can I? I have to make a video apparently that turns into a virus.” And so begins Aniston and the directors’ plight to find the key to making their video go viral. Cue lip-syncing kids, cute puppies, dancing CGI babies, a ‘double rainbow’ and even kicking a guy in the crotch (because “that should be worth about 100 000 hits.”).
However, the clincher is when Aniston drinks suggestively from a Smart Water bottle, resulting in the would-be viral video being called ‘Jen Aniston’s Sex Tape’. Seems the idea that sex sells is never far from marketers’ minds 
Interestingly, trawling through YouTube, although the video has been posted several times, it has yet to get more than a few hundred views. So, is Smart Water trying too hard? Can consumers see too clearly that this is an ad trying to be funny and go viral? After all, most viral videos like said ‘double rainbow’ was never meant to be an internet hit, which Smart Water clearly hopes its video will be.
Clever idea and certainly pertinent commentary on the ludicrousness of viral videos, but is this a hit or a miss?
Franchises make foreign travel easier
March 3, 2011 at 12:07 pm | Posted in Marketing News | Leave a commentTags: branding, franchise, McDonald's
You’re in Bangkok, and after having seen the weird and wonderful ‘delicacies’ served up on the streets, you’re just not sure that what the waiter in the fancy restaurant tells you is ‘beef’, really is… nevermind that you can’t understand the menu anyway. So, you make your way down the bustling street to the nearest golden arches you’ve spotted on your travels. No need to read the name or wonder what type of food awaits inside… this is McDonald’s, and whether in Bangkok, LA or Joburg, you pretty much know what to expect.
This is the beauty of franchising. For the franchisor, brand recognition, value and identity is increased with each new franchisee that follows the system and maintains the same standards. At the same time, the franchisee benefits from entering the market associated with a respected and established brand, rather than having to build a brand from the ground up.
Of course, this means that consistency is key, because this is part of what makes the overall brand recognisable and successful – the very reason we choose to go to McDonald’s in a foreign country is because we know what to expect, and understand the culture of the brand.
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