Shelf Life: Webafrica’s effing fast campaign from Jupiter CT
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Webafrica is ‘effing’ up its new campaign
- PriceCheck revamps
- Sony’s Peter Rabbit delivers Cadbury this Easter
WTF from Webafrica
When you’re so impressed by something, it’s effing impressive…so that’s what Webafrica decided to call its latest campaign about ‘effing fast fibre’, created by The Jupiter Drawing Room Cape Town.
In keeping with Webafrica’s light-hearted and simple approach to its ATL campaigns, the new campaign leaves the consumer with one message to remember: fast internet = Webafrica. Says Tim Wyatt-Gunning, Webafrica CEO, “Our internet is fast, and we call it like it is. Our ‘Skip Ad’ is sitting at over 1.8m views because we all get a bit of joy out of seeing someone struggling to skip for almost two minutes, and this ad is no different. It’s the way we can all relate to someone saying it like it is without mincing his words and getting the facts across without any puffery and nonsense.”
Lucas van Vuuren, Jupiter CT executive creative director, explains: “The brief was to get the ‘fast’ message across to the consumer. From there, we just started having fun with it and seeing how the banter and the idea evolved into something effing unexpected. When we presented it to the team at Webafrica, this was the idea we were hanging our hats on and they were game, which is basically every agency’s dream come true.”
Along with this video, there is an ‘effing fast’ radio campaign and outdoor billboards to support it.
Price-checking made easy
PriceCheck, one of South Africa’s biggest product discovery and comparison platforms, has relaunched — the new look and enhanced functionality are designed to make it easier to filter through extensive product ranges for the best possible prices.
The new service has been built from the ground up, placing customers at the core of the redesign with simplified navigation that enables more-informed buying decisions from a wide range of retailers. The new features include side-by-side product comparison of products, multi-shop orders in a single transaction, detailed product descriptions, themed product pages, high-quality images and good design. The site is also optimised for mobile.
Says Kevin Tucker, PriceCheck CEO, “To keep pace with the rapid evolution of local e-commerce, we’ve regularly improved the PriceCheck user experience. This redesign is geared towards enabling cross-category ecommerce and growing small and large businesses as a result. One of the focal points of modern ecommerce is introducing consumers to quality products from reliable merchants — today we’re doing just that.”
PriceCheck has also placed a special focus on feedback and community engagement: “We have made sure that consumers are equipped to make more-informed decisions while shopping through feedback mechanisms such as product reviews that other shoppers are able to read before making their purchase.”
As Sony Pictures launches Peter Rabbit, Cadbury Dairy Milk has launched a limited-edition Peter Rabbit Milk Chocolate Egg, filled with Astros, to entice consumers this Easter.
The latest product offering rolls out with a newly launched TVC that sees a floppy-eared Cadbury Dairy Milk Easter Bunny off on a mission to deliver joy to the nation. The ad was done by Ogilvy Australia, with Ogilvy & Mather South Africa doing minor edits.
The campaign celebrates a partnership with Sony Pictures, which is bringing the beloved Beatrix Potter storybook character, Peter Rabbit, to the big screen in a new movie that launches nationwide on 29 March 2018.
Says Grant van Niekerk, Mondelez SA category lead for chocolate, “We are very excited about our partnership with Peter Rabbit. The adventurous character and comedic story resonated well with our brand and presented a great opportunity to include an Easter offering.”
The Peter Rabbit Cadbury Dairy Milk Chocolate Easter Egg is available in participating retail stores at a recommended retail price of R39.99.
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.
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