by Oresti Patricios (@orestaki) Augmented reality (AR) is hardly a new concept – it’s been tried before and often the results have been gimmicky. But I think Appletiser’s AR “Appletiser Collectables” campaign for the “Months of Love” really works, for various reasons.
Category archives: Columns
Masterclass Notes: Getting the best out of your agencies
by Johanna McDowell (@jomcdowell) From a client perspective, non-delivery by the agency is a critical factor and the main reason for the end of a relationship.
Ad of the Week: Not all things black and blue are #thedress
by Oresti Patricios (@orestaki) A couple of weeks ago, Ireland/Davenport quickly spotted an opportunity to capitalise on the viral nature of #thedress for one of its clients — the Salvation Army’s Carehaven. The result is a campaign that is simple, smart — and the flash of inspiration is in the wording “black and blue.”
Brand Culture: Brands should remember like people do
by DK Badenhorst (@BrandCultureSA) Brands have the benefit of not being asked to tell the truth, the whole truth and nothing but the truth. A brand can tell a story, but it doesn’t have to tell the whole story and sometimes it can tell a little more than just the story.
Motive: “If you’re not in fashion, you’re nobody”
by Robert Grace & Diana Springer. Lord Chesterfield’s statement so clearly defines the ultimate aim of marketing and advertising: constantly keeping the brands we work on current, in-favour, preferred, and hopefully even loved — essentially, in fashion. We’re not sure that Chesterfield could’ve foreseen just how hard that task would be in today’s world, where just about everything is available everywhere, all the time.
Ad of the Week: What makes South Africa unique
by Oresti Patricios (@orestaki) This week, we have selected the Santam TV commercial, “One of a kind”, created by King James Group that celebrates our specialness, and offers South Africans a mirror of some of those things we find normal every day, but are totally weird and inexplicable to a foreigner.
Fair Exchange: Are reward programmes for loyal consumers or new signups?
by Erna George. Professor Byron Sharp, in his book “How brands grow”, asserts that loyalty is not a sustainable driver of brand volume growth, calling into question the longevity of loyalty programmes and stating that these may “work a little but have limited impact on overall loyalty”.
Media Redefined: The AR is dead, long live media planning
by Martin MacGregor (@MartMacG) Media investment is the largest line item in a marketing budget. Finance and procurement know this, and are putting marketing under increasing pressure to justify investment on audience reach, without demonstrating tangible impact on the business bottom line.
Ad of the Week: Nando’s serves up the good news
by Oresti Patricios (@orestaki) From Nkandla to load-shedding, from chaos in parliament to ISIS, the bad news seems to be coming at us hard and fast. Thankfully, there’s a flame-grilled chicken brand with a good sense of humour that’s campaigning hard to get us to laugh.
Agency Leaders: 2014’s most-admired marketers & brands
by Herman Manson. This year, for the first time, our annual poll of agency leaders also gauges the brand South African agency leaders would most want their agency to work on; the marketer they most admire; the industry body they rate most highly; the pitch consultant they would recommend to a client; and their choice of the most-innovative marketer/advertiser in SA.