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Green Sky Thinking: Movement marketing

by Colwyn Elder (@colwynelder) Creating a consumer movement, as opposed to an ad campaign, is not new to the world of marketing but has certainly gained momentum over the past decade. The most obvious reason for this is the growth of social media, but I believe there is more to it than this.

Campaign vs movement

The word ‘campaign’ describes an operation intended to achieve a particular objective. In our industry, this usually means trying to convince a group of people to choose your brand over another. It’s planned, targeted and, most often, involves an element of persuasion.

A ‘movement’ is more organic, albeit equally premeditated. Movements tend to take on a life of their own, and people join a brand movement because of like-mindedness and shared personal values. In other words, you stand for something and people choose to be a part of it; they’re buying into what the brand represents and not just buying the brand.

Dove’s Real Beauty is a good example here. And while social media fuels the movement, providing the necessary engine to carry it across countries and cultures, the real driver is nothing less than our love of being a part of something that inspires us, because it matters.

Key element

Another key element of movement marketing is culture. Brands live within the context of culture and all the choices we make are influenced by this context. As this piece from Added Value says: “Culture is the stuff of life”. It’s also the stuff that matters and so attributes meaning to the things we buy.

Dove Real Beauty doesn’t overtly sell a brand benefit such as soft skin or a key ingredient such as antioxidants; instead, it links the brand message to something that matters, a cultural need that stems from the cultural insight that only 4% of women consider themselves to be beautiful.

Acknowledging the role of advertising and media in this problem through the portrayal and promotion of unrealistic images of beauty, Dove saw an opportunity to do just the opposite. By rewriting the definition of beauty as something real and accessible, Dove created a broader role for the brand that serves to build women’s self-esteem. It also serves to build the brand.

As relevant as ever

According to Added Value’s Cultural Traction research, Dove is eight places ahead of key competitor Nivea in its global VIBE index and, despite running for a decade now, Real Beauty remains as relevant as ever. What’s more, it is the only packaged goods company to come within the top 10 “inspiring” brands worldwide.

So what makes Dove Real Beauty a movement? The idea of Real Beauty is something people care about, something that resonates, because it matters. It gives people a platform to support, and it satisfies our human need to belong to something bigger than ourselves — to be part of a collective action that makes the world a better place.

According to Cultural Traction, there is usually an element of social good embedded in the brand purpose of most inspiring brands: social good that favourably impacts individuals, communities and/or the planet.

Cultural change for good

So, perhaps it’s time to rethink your brand strategy, to consider the broader cultural context that gives your brand meaning, and to re-articulate your brand’s positioning as a brand purpose — one that has social innovation at its heart. Then start a brand movement that inspires and leads cultural change for good.

Y&R strategy director Colwyn Elder (@colwynelder) has 17 years of experience in strategic planning, together with specific credentials in sustainability communications, social marketing, corporate social responsibility and cause-related marketing. She contributes the monthly “Green Sky Thinking” column on sustainability issues to MarkLives.

Ad of the Week: The wealth of Allan Gray’s “Oh Sinner Man”

by Oresti Patricios (@orestaki) Concentration is a challenge for most people. Sometimes, you just get into “the zone”, and that’s great, but too often there are distractions that prevent the single-minded focus that’s required to get the job done. The latest ad from Allan Gray, “Distraction is the Enemy”, is a refreshing departure in style from previous ads from the financial services company, produced by ad agency KingJames.

In 2009, the same agency produced “Legend” for Allan Gray, an epic commercial that asked viewers to imagine what a legend such as James Dean could have achieved if he had not died at 24: ‘Given more time, imagine the possibilities’. A potent message that hit home the importance of the time factor in investment.

KingJames TVC for Allan Gray: “Distraction is the Enemy”

The news to know about Allan Gray (the person, not the investment company) is, of course, that the founder of this country’s largest privately owned and eponymous asset manager has made it onto the African Ventures rich list, as reported by Moneyweb.

It is publicity-shy Gray’s debut on the list, and he has an estimated wealth of US$8.5 billion (R85 billion) according to African Ventures, which puts him in the ranks of the local über wealthy, who include Christo Wiese, Nicky Oppenheimer and Johann Rupert.

Much lighter tone

But back to the marketing. This ad has a much lighter tone, as it takes place in a surreal world where all the distractions of life are animated and made hyper-real.

The protagonist, a professional-looking man in shirt and tie, is running up a city street. At an intersection, he sees another ‘suit’ being chased by his buddies in golf-carts, begging him to come and play. Then our hero spins around and we see what he’s been running from: some of his own buddies, pushing a pool table, begging him to play.

He runs past a department-store window, where a group of people are watching a video of a cat in a paper bag. He is almost distracted, but his buddies are closing in on him.

At a busy intersection, he watches a woman texting on a mobile phone while crossing the street, totally oblivious to the carnage that she is causing in the traffic.

Ironic counterbalance

The soundtrack is Nina Simone’s version of a gospel standard, “Sinner Man” — with the lyrics, ‘Oh sinner man, where you gonna run to?’ — it’s an ironic counterbalance to the frenzy of all the people dashing in different directions, trying to escape their distractions.

Our hero passes a man who is being accosted by a life-sized ice-cream cone and a hotdog, and women who are swarming towards a store that’s having a sale. Finally, he arrives at a location where a video game is taking place, but in the real world: a young guy is shooting at giant robots and flying machines that swoop down across the highway.

Taking refuge in an alleyway, he comes across a lady who is also ‘on the run’. As his buddies charge past with the snooker table, he shrugs and says, “Boys’ night out.”

She replies, “Cute boss.”

Succinct and to the point

The payoff line is ‘Distractions are a part of life. But never part of our investment philosophy.’ Succinct and to the point: we like to think that our money is being managed by people who are always focused on the task of making it grow.

Previous Allan Gray ads were directed by the legendary Keith Rose of Velocity Films. This one is ably helmed by Greg Gray (also of Velocity), and it retains the now iconic black-and-white aesthetic from before. B&W can sometimes seem stark but, in this instance, it works as a way of underlining the surrealism of the piece.

An original idea, well-executed, that delivers a strong, on-point message — King James and Velocity Films kill it in this one for a brand that, it appears, is doing all the right things. As reported by IOL, the latest PlexCrown Fund ratings show Alan Gray knocked Coronation off its pedestal to become the this country’s top fund manager in a survey by the ratings agency that ranks fund management companies on consistent performance.

A solid performance all around!

Ad of the Week, published on MarkLives every Wednesday, is penned by Oresti Patricios (@orestaki), the CEO of Ornico, a Brand Intelligence® firm that focuses on media, reputation and brand research. If you are involved in making advertising that is smart, funny and/or engaging, please let Oresti know about it at info@ornicogroup.co.za.

Design Annotator: Self(ie) Obsessed

by Uno de Waal (@Unodewaal) In our roundup this week, we bring you:

The best places to work from when away from the office, whether you’re looking for a creative co-working space or a quick escape from the office.
Samsung’s #AmazeAfrica project — something that is sure to shine a new light on the interesting creative trends in fashion and design in the rest of Africa.
For other creative inspiration, sign up for the regular Flux Trends 2014 Zeitgeist presentation happening in Cape Town and Johannesburg.
Finally, Jade Paton explores society’s fascination with “selfies” in her upcoming exhibition.

Out of Office: Daleahs

For Daleah Arvanitis, opening her own New York-style daytime bistro was a long-standing dream. Earlier this year, that dream began to take shape and develop into what is today Daleahs — the bustling Braamfontein eatery housed within “that bright green building”.

As Braamfontein has boomed in the last new months, this quirky little eatery has become a firm favourite of the young and trendy who work in the area to meet and mingle over lunch, coffee, or any time of the day.

The Wi-Fi is free and unlimited, and the atmosphere decidedly relaxed and welcoming. The interior does well to mimic its New York inspiration, with a raw brick wall straight out of a ’90s sit-com set. Cookbooks and trinkets are scattered about, which makes the space feel personal, in a good, authentic way.

It’s the perfect place to discuss a project, last Friday night or to get some work done.

See more interesting Wi-Fi hotspots in South Africa, or read more on Daleahs in Braamfontein.

J&B Made Different TVC with DJ Sbu

This is the extended two-and-a-half-minute version of J&B’s new Made Different TVC starring multi-talented Sibusisio Leope, better known as DJ Sbu. The ad was made by JWT Cape Town but shot over five days in a variety of locations around Johannesburg by Velocity Films.

Featured: $tyleTribe SA

StyleTribe SA was founded by Bonolo Moeng and Keith Ngcongo. They are a style collective, within which they house creatives. This is done through a blog (www.styletribesa.tumblr.com), which they use as their main platform.

The bigger picture involves the trade of knowledge and skills among like-minded individuals. Essentially, that platform translates into an online portfolio of the body of their collective works.

Featured: Annika de Korte

Based in Cape Town, Annika de Korte works as a freelance designer and illustrator creating works that are vibrant and youthful with a retro twist. We asked her a few questions to find out more.

10and5: To start, please tell us more about yourself and your background.

Annika de Korte: I’m a designer and illustrator with a passion for bright colours and fun visuals. I’m very quiet and calm and love music, nature and humour. I grew up in Pretoria and moved to Cape Town two years ago, right after I finished studying, where I worked at Jane Says Design for just over a year before going freelance.

See more of Annika’s illustrations.

Flux Trends Open Sessions: Zeitgeist of 2014

This month, Flux Trends is presenting another one of its Open Sessions, with a report exploring the Zeitgeist of 2014. The investigation centres on the impact of the signs of the times and the effect that this will have on consumers, lifestyle, fashion, advertising and technology for the upcoming year.

Find out more about the Flux Trends Open Sessions.

Samsung presents #AmazeAfrica

#AmazeAfrica is a Samsung initiative pairing seven accessories designers with seven fashion designers from across the continent to create unique artistic collaborations and to start a cross-continent conversation about a new African design aesthetic.

In line with Samsung’s global positioning ofAccelerating Discoveries & Possibilities, the #AmazeAfrica vision is to be a premium platform to showcase Africa’s immense creative fashion and design talent.

Find out more about the Samsung #AmazeAfrica exhibition.

Self(ie) Obsessed | Jade Paton

In a relatively short span of time, Jade Paton’s Selfie Portrait project — officially titled Self(ie) Obsessed — has amassed a large response.

Paton has been collecting submissions since September following the basic instructions of “Take a 15 second video clip of yourself, holding a pose for the duration of the recording.” The results are sent to Paton via email, and are uploaded regularly to Selfie Portraits on Instagram (where you’ll most likely spot a few familiar faces.)

Six (more) creative co-working spaces in Cape Town

Co-working spaces are popping up everywhere, and they’re ideal for creative freelancers and part-timers. Here’s Round 2 of some of the coolest co-working spaces in Cape Town.

The Night of 1000Drawings

On Thursday 7 November, this year’s Night of 1000Drawings will be held at the Sci-Bono Discovery Centre. This is a mass art exhibition for charity which has been going since 2006, and is all about uplifting the inner-city and the lives of people living there.

Its main charity is Paballo, which feeds and supports homeless people living in the inner-city each week. Its second charity is Mmabana, and the third beneficiary this year will be Intuthuko Embroideries.

Design Annotator is a regular column on MarkLives featuring the top design work from South Africa’s biggest online creative showcase, Between 10 and 5, which is curated by publisher Uno de Waal (@Unodewaal) who is also a social strategist.

YouTube Views: How to create a magnetic content strategy

by Jerome Mouton The more I speak to agencies and brands, the more I realise few of them get YouTube. To prove my point, the majority of videos uploaded by brands in South Africa generally get fever than 1 000 views on average.

Too corporate

The reason for this epic fail is that, instead of asking what does your target audience watch on YouTube, commercials or “behind the scenes” content are uploaded that look and sound way too corporate — most definitely not the type of content consumed on the platform.

A recent study done by Pixability shows that top 100 global brands are increasing investment in video marketing (see graph). You need to wake up — your YouTube channel needs the REV factor to stand out and engage your unique audience: Relevant + Entertaining + Valuable.

Engaging

People consume entertainment, so YouTube content had better be entertaining and engaging. The most successful YouTube strategies are the ones that are putting consumers’ needs first. Evidently, abroad they have been doing it longer and some are getting it right.

To quote Bozoma Saint John, Pepsi’s head of music and entertainment marketing, “We have to find ways to create content that folks want to see. That can’t be done in a sort of one-time-only type of scenario.”

So, if you are a petroleum brand, you should be putting out exclusive motoring content; videos from motoring events and how-to videos (not done by many brands in SA) are both hugely popular forms of content. What about reviews of new releases? Last year, the Toyota 86 was the top search term in the Google Zeitgeist motoring section, yet no one is leveraging that info to connect with its target audience.

Use the platform personally

It would also help if the decision makers actually use the platform and see what types of content are trending and being consumed. Brands struggle to catch up with all this activity.

Remember, you need to choose a topic that your core target audience is passionate about — brands that are winning on YouTube realise it’s about providing customers with info they’re looking for. Content should be used as a proxy to create better customer experiences.

Redbull has established itself as a valued resource in the extreme sport market; it owns that category. Go look at its YouTube channel — it’s attracted more than 2.8 million subscribers!

Do research

Know what your target market is searching for; do research to see if there is a big enough demand for the videos you are planning to produce. The goal of the videos? Get views!

So, to wrap up, produce content that matters to your community and has value for the end user. The key is in understanding what consumers truly want and providing it for them. The brand will demonstrate that it believes in something that the target audience cares about.

With a unique audience of over 3 million viewers on YouTube, it’s simply not good enough just to have a presence. Brands must standout; the easiest way is turn your branded YouTube channel into a resource hub.

“A smile on someone’s face”

And remember this takeout from the Gen C YouTube Audience Study: “For me something is shareworthy if it puts a smile on someone’s face or it’s something that would be used to strike up conversation…”

Jerome Mouton is founder and creative director at 34 South Media, a video-content agency specialising in branded entertainment. He contributes the monthly “YouTube Views” column, focusing on YouTube marketing, best practice and viral videos, to Marklives.

Tech Law: Digital strategists’ glaring blindspot

by Paul Jacobson (@pauljacobson) Strategy in the digital marketing space fascinates me. Some of the smartest people I have had the privilege of meeting work in this dynamic space and have remarkable insights into human behaviour, and how that behaviour influences and is influenced by the social web and great content.

Glaring blindspot

What I’ve noticed is that even these strategists have a glaring blindspot — they don’t factor structured legal and compliance risks into their planning and modelling. I imagine there are many reasons for this, which likely include strategists’ ignorance of what these risks are and that they may even find the frameworks designed to address them intimidating or downright inscrutable.

The result, unfortunately, is that digital strategists tend to ignore legal and compliance issues in their analysis, leaving their organisations and clients exposed to potential risks they don’t understand and perhaps don’t even realise exist.

The law is complex, and it becomes more and more complex each year due to new legislation (lately, increasingly poorly drafted legislation), new developments, and trends and changing norms which require a lot of skill, experience and focus.

Law informs underlying structure

We live in a society that is structured using a dizzying array of laws and regulations. Those laws may be unfair, unjust or even applied poorly but law informs the underlying structure of virtually everything you do. You are probably not aware of most of it but it is there, nonetheless.

Developing a digital strategy with the goal of improving engagement with a target market, for example, is a tremendous thing and the more skilled the strategist, the more likely the end consumer will see value in a product or service and take advantage of it. Strategists are comfortable to continue like this for as long as disaster doesn’t strike (and, frequently, when it does strike, the response is damage control) but this isn’t a sustainable approach.

I wrote about how diabetes is an interesting metaphor for this approach in my post “Is your marketing strategy diabetic” a few months ago and explained my thinking about this. Here is an extract:

So what does this have to do with social marketing? It occurred to me that what most marketers are doing is analogous to what I did for years. I see the big contributor to my diabetes onset as being unrestrained consumption. In a sense, this is what marketers active on the social Web are doing too. They work in a fascinating and engaging space and often do so with little regard to the legal consequences of their campaigns. Marketing online seems to be perceived as being immune to conventional risks and I often read advice from prominent agency “gurus” who speak about how various forms of engagement can address discontent and cure a brand’s problems. I’m too young to remember much of the 70s but when I think about what the hippies of the 60s and 70s must have been like, I look at some of these apparently authoritative marketers and social media strategists because they may as well have flowers in their hair when they talk to their clients.

That said, there are many instances where positive feedback on Facebook or a “Hi Bob, please DM us your email address and we’ll resolve your complaint” direct message on Twitter can defuse a sticky situation but the world is more complex than that and so are the people who have varying expectations of brands. Sentiment in a tweet can ravage a company’s share price and this can literally happen in seconds as many traders increasingly rely on artificial intelligence and automatic sentiment analysis for share trades, let along human traders reacting to humans coming together under a share #Acmebrandsucks hashtag. Reputational risk is only one of the many risk factors marketers need to be mindful of and they just don’t have the knowledge to anticipate and cater for a growing number of legal and compliance requirements and considerations that apply to their work as much as a traditional offline marketer (if such a beast still exists in large numbers).

…

Put another way, not taking an active interest in the legal risks and possible consequences of their unrestrained consumption could leave companies and their agencies unnecessarily exposed to liability, monetary losses and reputational harm. This is a case where, like diabetes, prevention can be more effective than the cure but it requires diligence, entrenched processes and educating yourself (or even taking good advice from experts in the space). Taking steps to manage the fallout after an incident may be enough to keep a company standing (and often provides fodder for revealing case studies) but is it enough to say “We’ll just take our medicine if this goes badly, not that it will because we know what we are doing”?

Incomplete

A digital strategy that doesn’t factor legal and compliance risks into the mix is incomplete. In many respects, it glosses over a series of risks and constraints which generally pose substantial threats to an organisation and its activities.

It may sound like I am exaggerating the threats but consider a failure to implement an adequate privacy policy framework in the context of a campaign which hinges on a company’s ability to use consumers’ personal information in innovative ways. A privacy policy establishes a consent framework that enables this sort of campaign. If you don’t have an effective privacy policy in place, the underlying consents won’t be sufficient and you will have violated consumers’ right to privacy, potentially on a large scale.

This exposes the company processing that personal information to penalties under the applicable legislation (POPI has been passed and could be signed at any time), by self-regulating bodies as well as a variety of civil claims. The biggest exposure would probably be reputational harm, which could have a more substantial impact on a company’s bottom line than any fine and the effects will be felt in a matter of hours and days.

Effective

An effective digital strategy simply has to take these risks into account if it is going to be sustainable. Strategists have to either expand their scope or supplement their efforts with this increasingly specialised knowledge and insight.

— Paul Jacobson (@pauljacobson) is the founder and director of Web•Tech•Law/CC BY-SA 2.5

Waytag — the location service that solves real-world business problems

by Herman Manson (@marklives) Waytag aims to solve several modern business problems in one go. For businesses set up in a bricks-and-mortar environment (that would be shops and offices), moving from one premises to another remains a major headache. If you move shop, will your customers be able to find you? Will they climb onto Google to find you, then onto your website, then navigate to your contact page with your location information, just to climb back onto Google maps to find your new store? Didn’t think so.

Waytag offers a location tag linked to a person, business, object, place or event. You update your Waytag, and clients will be able to find you on a mobile- or PC-friendly map.

Solution for mobile warriors

It also offers a solution to those mobile warriors setting up office in coffee shop after coffee shop. Clients can now find you wherever your coffee urges take you, if they have permission from you to do so. Since Waytags are owner-managed the location is precise (well, accurate to one metre), much more so than, for example, Google Maps.

Just like your web site has a domain name that points to a more complex IP address, so Waytag offers a simple addressing system, pointing your custom Waytag name to your GPS co-ordinates. As use of mapping on smartphones explode, Waytag believes its day is coming, and quickly.

For developed markets it offers better mapping efficiencies, while in the often unplanned urban environments of emerging economies, it offers a viable addressing system not reliant on street names and numbers.

Fine-tuning

Launched in 2009 by Warren Venter and Peter McFall, the Stellenbosch-based company has been fine-tuning its offering, as well its path to market, and to this end appointed Nicholas Bednall (ex-Fountainhead Design and BBDO SA) as chief marketing officer in mid-2012.

Waytag, says Bednall, integrates with various existing mapping and navigation services. Its deal with Tom Tom has given it access to 22 million businesses and points of interest, and the company believes those business owners have an active interest in taking ownership and management of their location data, especially as they struggle to become mobile-device friendly.

Initially, the company was looking at consumer adoption as a way to market, and to this end put in place a privacy layer much more complex than most consumers are used to. You can decide who you want to share your Waytag with (as an individual), or open it to the general public (better suited to a business). Those privacy settings will cross over any developer play.

Changed tack

Realising the amount of consumer education (and money) that would be required for take up to be driven by consumers alone, the business has changed tack and now believe business adoption will be a better route to market. The consumer education gets done through its business partners/clients, and will drive consumer adoption, which is also a phase-two roll-out focus for Waytag.

Bednall explains that today a lot of placing on mapping services is done by third parties. Which is why you sometimes land on the other side of town from the business premises you thought you had so carefully researched online earlier in the week. It makes the benefits of managing your own location info online very clear.

As an added benefit to consumers, when a Waytag is flagged as incorrect (maybe the previous business closed down, but the owner never took down the Waytag), it will be removed by the company.

Strategic partners

Currently, Waytag is linking up with strategic partners in the US, the Far East and Europe. It is also taking a targeted approach into select African markets, with South Africa as an obvious stepping stone.

Locally, brands that have signed up include the Shoprite/Checkers group, Woolworths, Massmart, Spur, Gautrain and Debonairs. Waytag is also targeting banks (it would be helpful to know precise locations of all ATMs to within a metre of where they actually stand), fast-food outlets, petrol companies and retailers.

Small business will follow suit, and the Waytag site is geared to helping everyone, from B&Bs to laundrettes and local law firms, to get their Waytag.

Emerging markets

In terms of emerging markets, the mapping companies have very little real information, says Bednall, hence their interest in partnering with Waytag. The data Waytag can collect on new store opening in specific areas, for example, holds a monetary value, and it will be one of the group’s future revenue streams.

Bednall says it won’t sell consumer information; it will simply analyse location data. It will also manage and administer the Waytag offering to enterprise clients (SMMEs can self-administer free of charge via its website).

More than 15 000 Waytags have already been registered, and the Waytag team is focused on signing up corporate clients with more than 2000 locations on their books, so Bednall expects quick growth in the number of tags that are live.

Disrupting the apps market

The service is already disrupting the apps market, says Bednall, especially those in the R500k-R1 million category focused on store/service locations. On Waytag, it’s free and consumers don’t need to download an app to find a Waytag address.

The tipping point, for Bednall, will come when SMEs adopt the service on a significant scale. A marketing campaign will be launched in November to help educate business owners on the benefits of claiming their Waytag.

Bookmarks 2013 shortlist announced

The shortlist for the 2013 Bookmarks Awards have been announced. The final winners will be announced 14 November at the Artscape Theatre in Cape Town.

CORE AWARDS: Websites / Microsites / Mobisites

Brand, Commercial & Retail websites – Large enterprise (business turnover > R100m)
-Liquorice Africa – Robertsons
-Quirk – Woolworths Website
-iProspect South Africa -miway.co.za
-World Wide Creative – Hyundai SA
-Creative Spark Interactive (PTY) Ltd – The Three Cities Hotel Group
-Ogilvy and Mather Cape Town – Carling Black Label Digital Redesign

Brand, Commercial & Retail Websites – Small/Medium enterprise (business turnover < R100m)
-Realmdigital -Sure Travel

Online Publisher sites (mass appeal)
-DStv.com -AutoTrader.co.za
-SuperSport.com Specialist Publisher sites (smaller, niche audiences)
-SARIE.com -How we made it in Africa (www.howwemadeitinafrica.com)
-Memeburn
-www.planetf1.com
-Huisgenoot
-Wild Talk Africa
-WFD Government, Public Service, Civil society Sites or CSI sites
-World Wide Creative – MyCiTi Bus Website
-Quirk – Pledge4Mandela

Website Microsites
-NATIVE – Nedbank Ke Yona site
-OgilvyOne – BabySoft – Softi vs Schlumfi
-Ogilvy & Mather Cape Town – Audi A1 Experience
-Ogilvy & Mather Cape Town – #AudiA3Exchange
-NATIVE – Isuzu Trail View
-Hellocomputer – Investec Pororoca
-Liquorice Africa – Radox Ripple Effect
-Lynne Mackenzie & Partners – Doritos House Party Commercial &

Retail mobile sites
-Quirk – Woolworths Online
-Autotrader – m.autotrader.co.za
-TBWA\Tequila\Johannesburg – Nissan – Lets get you to the game

Brand/Company Identity mobile sites
-Gorilla Creative Media – I Love Baking SA
-Ogilvy and Mather Cape Town – ‘Be the Champion Coach’

Mobile Site Publisher Mobile site
-mobi.dstv.com
-mobi.supersport.com

E-Commerce
-E-Commerce – Exclus1ves Stickers Competitions
-E-Commerce – spree.co.za
-E-Commerce – Woolworths Online

CORE AWARDS: Advertising & Search

Display advertising
-Ogilvy & Mather Cape Town – Audi R8 – Gone in 5 seconds
-gloo Digital Design – BMW 7 Series iPad
-gloo Digital Design – DStv BoxOffice Online
-NATIVE – Ubuntu Bridge Rich Media
-TBWA\Tequila\Johannesburg – McDonalds McMixa – Small Change Big Smiles.
-Isobar – Special Editions
-140 BBDO – Instagram Banner Best Media Plan
-Lighthouse Digital – FNB Retail Banki
-Ogilvy & Mather Cape Town – Audi R8
-Apurimac Media – Unilever Shield DO:MORE Paid Search Campaign
-The Media Image – Virgin Active: How To Grow Leads By 160% With The Help Of Mobile!
-Quirk – Woolworths | Always On PPC Campaign
-Synergize Digital – Prime Meridian Direct Paid Search Entry
-World Wide Creative – Hyundai South Africa
-ClickMaven CC – Medical Aid Leads
-Maven Agency – LiquidCapital
-Quirk – Capitec Bank | Credit Acquisition
-Clicks2Customers – bonds.com.au
-Clicks2Customers – eatnow.com.au

Organic Search Campaigns
Synergize Digital – Careers24 Organic Search Entry
2Stroke Interactive – Andy Cab Organic Search Campaign
World Wide Creative – American Swiss Organic Non-Branded and Mobile Search
Synergize Digital – Getaway Organic Search Entry
Synergize Digital – Rovos Rail Organic Search Entry
Quirk – Surf4Cars – Driving car sales with organic traffic growth of 63 %

Best Ad Network
No shortlist entries in this category

CORE AWARDS: Email Marketing

Email Campaign
-140 BBDO – Pinhole Camera Emailer
-gloo Digital Design – Paceman “Man Challenge”
-Ireland/Davenport – Right2Know Confidential

E-mail
-gloo Digital Design – DStv Open Weekend Email Publication
-spree.co.za newsletter -Dollop

CORE AWARDS: Social, Community & PR

Social Media Properties
-Hellocomputer – World’s First LIVE Tweeting Honey Badger
-Liquorice – Robertsons Spice
-Liquorice – WFD Trolley Dash
-DStv Online – Big Brother Africa Social
-Gorilla Creative Media – I Love Baking SA
-BNRY & Jupiter Drawing Room JHB – The Democratic Republic of Design (The DRD)
-Hellocomputer – Olmeca Tequila SA
-Quirk – Savanna
-DStv Online – SuperSport social media
-Gorilla Creative Media – POND’S
-Gorilla Creative Media – AXE
-Primedia Broadcasting – EWN SOCIAL MEDIA
-Clockwork Media – Curves South Africa
-Quirk – Dove Women
-DDB South Africa – The 5Gum Experience
-Isobar – Nike Reveal the route
-dotJWT – Avis
-M&C Saatchi Abel – Heineken Crack the Case HQ Facebook App Social Media Campaigns
-Ogilvy & Mather Cape Town- #AudiA3Exchange
-NATIVE- The Exchange
-Ogilvy & Mather Cape Town – Send your Facebook Profile to Cape Town
-Liquorice – WFD Trolley Dash

-BNRY & Jupiter Drawing Room JHB – The Democratic Republic of Design (The DRD)

-DDB South Africa – The 5Gum Experience
-Society / King James Group – Santam Day by Day
-Society / Atmosphere / King James Group – The Whopper Has Arrived: Burger King South Africa launch
-M&C Saatchi Abel – Heineken 007
-Retroviral Digital Communications – Nando’s #25Reasons
-kalahari.com- kalahari.com – The Unwrapper
-Hellocomputer – Steve Aoki 2012 SA Tour -NATIVE – Colgate Optic White
-OgilvyOne – KFC – Bucket List
-Isobar – Special Editions
-The Jupiter Drawing Room (South Africa) Cape Town- Hyundai Superband
-Hellocomputer – Ibiza Nights Challenge
-Liquorice Africa- Radox Ripple Effect
-NATIVE – Be Part of The Miracle
-Popimedia Innovations- Peugeot 208 “Let Your Tweets Drive”
-Lynne Mackenzie & Partners – Doritos House Party
-iLogic Agency – Are you up for Anything with HP?
-Liquorice – The Richelieu Revolution
-Quirk – #AskWhy -Made – Sportingbet #BeTheStud
-Saatchi & Saatchi AtPlay – EfferfluC – Don’t Miss Out
-Isobar – Nokia Reconnect Blog No shortlist entries for this category Reputation / Crisis Management
-Positive Dialogue Communications – Old Mutual Foundation
-Tuk Tuk Challenge – Reputation Management

CORE AWARDS: Application & Tools Browser-based

Software
-NATIVE – Isuzu Trail View
-iKineo – Loom Immersive Retail
-2Stroke Interactive – University of Cape Town Web Renewal Project
-BrandsEye – BrandsEye
-Liquorice – Brand Cloud Handheld/phone Apps
-NATIVE – bookly
-The Jupiter Drawing Room (South Africa) Cape Town – Mediclinic Baby App
-BNRY & Jupiter Drawing Room JHB – The Democratic Republic of Design (The DRD)
-DStv Online – SuperSport phone apps
-gloo Digital Design – Galaxy Experience App
-Hero – ICE Call
-The Jupiter Drawing Room (south Africa) Johannesburg – Stop zits before they get out of hand
-Prezence Digital – Bid or Buy -Secret Agent – Secret Agent

Tablet Apps
-3fifteen – Dimension Data Pro-Am application
-DStv Online – DStv for iPad
-BNRY & Jupiter Drawing Room JHB – The Democratic Republic of Design (The DRD)

Tablet Publication
-Tablet Publication – Coronation Corospondent
-Tablet Publication – Mail & Guardian iPad edition

CORE AWARDS: Games

Game
-BNRY – Alien Abduction
-The Jupiter Drawing Room (South Africa) Johannesburg – Stop zits before they get out of hand
-Hellocomputer – Toyota 86
-iLogic Agency – Are you up for Anything with HP?

CORE AWARDS: Other Digital Media

Digital Installations and Activations
-Saatchi & Saatchi AtPlay – CPUT Champions of Engineering
-Aqua / Wunderman South Africa – Coca-Cola Swing For Good
-gloo Digital Design- FNB ATM Switch
-iKineo – Loom Immersive Retail
-BNRY & Jupiter Drawing Room JHB – The Democratic Republic of Design (The DRD)
-BNRY – Alien Abduction
-Hellocomputer – RAV4 Outdoor Website
-Ireland/Davenport – Walking Dead Activation
-Hellocomputer – Mind Reader Online Video
-Ogilvy & Mather Cape Town – Klein Kimmie
-Ireland/Davenport – Walking Dead Activation
-Ogilvy & Mather Cape Town – Audi R8 – Gone in 5 seconds
-The Jupiter Drawing Room (South Africa) Johannesburg – L’Atelier – There is no substitute for real experiences

-Saatchi & Saatchi SA – Phil The Legend
-Ireland/Davenport – Walking Dead Swimsuit Calendar
-Liquorice – Chef Wendy’s Cook Along

CORE AWARDS: Branded Content

Branded Content
-Hellocomputer – World’s First LIVE Tweeting Honey Badger
-Ogilvy & Mather Cape Town – Send your Facebook Profile to Cape Town
-NATIVE – Isuzu Trail View
-Joe Public – Douwe Egberts Yawn Machine
-OgilvyOne – KFC – The Journey Of Hope
-1886 – Stand by the Bulls Branded Content
-Ogilvy & Mather Cape Town – #AudiA3Exchange
-NATIVE – Nedbank Ke Yona
-NATIVE – Chevrolet UTE Force

CORE AWARDS: Integrated/Mix Media

Integrated Digital Marketing / Campaigns
-NATIVE – Isuzu Trail View
-Hellocomputer – RAV4 Outdoor Website
-NATIVE – The Exchange
– Ogilvy & Mather Cape Town – Send your Facebook Profile to Cape Town
-Hellocomputer – Style Your Ride
– Yonder Media – Hungry Lion Mobile Coupon Campaign
-Ogilvy & Mather Cape Town – #AudiA3Exchange
-M&C Saatchi Abel – Heineken 007
-iKineo – Loom Immersive Retail
-Hellocomputer – RAMfest Rock vs EDM
-King James Group – Johnnie Walker 1 Bottle Bottle Store
-Ogilvy & Mather Cape Town – The Most Indulgent Campaign in the Universe

-NATIVE – Nedbank Ke Yona

-Lynne Mackenzie & Partners – Doritos house Party
-Liquorice – WFD Trolley Dash
-Ogilvy & Mather Cape Town – Breathe Deep. Make Your Move
-Hellocomputer – Toyota Hilux Dakar Mixed Media
-AVATAR – Gautrain Challenge
-NATIVE – Chevrolet UTE Force
-Hellocomputer – Extra Extra Cold
-Quirk – #AskWhy
-NATIVE – Colgate Optic White
-gloo Digital Design – Idols – Be the band

Multi-platform Publisher (>3 platforms)
-Big Brother Africa
– DStv Catch Up
– SuperSport
-EYEWITNESS NEWS
– DStv
– WFD

Multi-Channel Retailer
-Quirk – Woolworths Online (www.woolworths.co.za)

CRAFT AWARDS
Editorial (media – news, magazines, radio, and TV stations/networks)
-Daily Maverick
-Burn Media
-World’s First LIVE Tweeting Badger

Interface, Interaction, Navigation, UX
-Hellocomputer -RAV4 Outdoor Website
-Ogilvy and Mather Cape Town – Be the Champion Coach
-NATIVE – Hollard Ascend View Finder
-Hellocomputer – Toyota Hilux Dakar Emailer
-ILogic Agency- Are you up for Anything with HP?
-World Wide Creative – Hyundai.co.za
-Ogilvy & Mather Cape Town – #AudiA3Exchange
-NATIVE – Chivas ‘Made For Gentlemen‘
-Ogilvy & Mather Cape Town – Audi A1 Experience
-World Wide Creative – MyCiti Bus Website
-Isobar – Red Bull Special Editions
-NATIVE – Isuzu Trail View
-World Wide Creative – American Swiss
-Hellocomputer – Toyota Website
-Hellocomputer – Mind Reader
-NATIVE – Nedbank Brand Engine
-Quirk – Woolworths Website

Graphic Design, Illustration, Animation
-Ogilvy & Mather Cape Town – #AudiA3Exchange
-iKineo – Loom Immersive Retail
-gloo & Joe Public – Clover “Extended Shelf Life Milk”
-Hellocomputer – RAMfest Rock vs EDM
-World Wide Creative – American Swiss
-World Wide Creative – Hyundai SA
-Ogilvy & Mather Cape Town – Audi A1 Experience
-Isobar – Baileys Unveiling

Tech. Innovation
-Hellocomputer – World’s First LIVE Tweeting Badger
-Aqua / Wunderman South Africa – Coca-Cola Swing For Good
-iKineo – Loom Immersive Retail
-NATIVE – Isuzu Trail View
-Gloo Digital Design – Pixel Pong
-Hellocomputer – Toyota Hilux Dakar Emailer
-140 BBDO – Pinhole Camera Emailer
-Hellocomputer – RAV4 Outdoor Website
-Admo – Admo
-World Wide Creative – MyCiTi Bus Website
-Hellocomputer – Mind Reader
-iLogic Agency – Are you up for Anything with HP?
-NATIVE – bookly
-NATIVE – Hollard Ascend View Finder
-140 BBDO – Instagram Banner
-Quirk – #AskWhy
-BNRY & Jupiter Drawing Room JHB – The Democratic Republic of Design (The DRD)
– NATIVE – Rocking The Daisies
– Gloo & Joe Public – World Aids Day
-MACHINE – Tech. Innovation – CreditCart
-BNRY – Tech. Innovation – Alien Abduction
– gloo Digital Design – Tech. Innovation – BMW Springboks

INDIVIDUAL & TEAM AWARDS

Best Editorial Team
-Mail & Guardian
-Daily Maverick
-SARIE

Best Digital Advertising Sales Team
-Creative Spark Interactive (PTY) Ltd – Burn Media
-Demographica – Demographica Sales Team

Best Digital Editorial Individual
-EYE WITNESS NEWS – Janine Willemans
-Creative Spark/Burn Media – Michelle Atagana
-Daily Maverick – Rebecca Davis
-Daily Maverick – Richard Poplak

Best Community Manager
-Liquorice – Jane-Anne Hobbs
-EYEWITNESS NEWS – DORI VAN LOGGERENBERG
-Cerebra – Reece Jacobsen

Best Creative
-NATIVE – Ryan McManus
-Hellocomputer – Matt Thompson

Best Client Service
-NATIVE – Elizabeth Janse van Rensburg
-Creative Spark Interactive (PTY) Ltd – Catherine Murray
-Hellocomputer – Robyn Gibson
Best User Experience Designer
-Hellocomputer – Ryno van Niekerk

Best Digital Strategist
-Primedia Broadcasting – Landi Groenewald
– MACHINE – Andy Gilder
-Aqua – Jessica Comninos

Best Media Planner
No shortlist entries in this category

Best Social Media Marketer
Quirk – Catherine Scott
NATIVE – Gemma Wilkie
Retroviral Digital Communications – Kirsty Sharman
Quirk – Mahomed Junaid Khan
EYEWITNESS NEWS – SIBONGILE MAFU

Best Paid-search Marketer
-Quirk – Linah Thandiwe Maigurira
-Bronwen Forster

Best Organic-search Marketer
-Synergize Digital – Tim Withers
-Maven Agency – Brad Conlin

Best Copywriter
No shortlist entries in this category

Best Student
-Jessica Eaton (Daily Maverick)
– Red & Yellow School – Jean-Luc Boulanger
-Red & Yellow School – Tina Lureman
-AAA – Luscha Brink & Melissa Fontini (Netflorist)
– AAA – Ricardo Candotti & Matthew Bannatyne (Butlers Pizza campaign)
– AAA – Lauren Nesbitt (Nokia)

Best Youngster
-World Wide Creative – Alex Acton
-The Media Image – Dean Hopf
-Aqua – Jessica Comninos
-Burn Media – Stuart Thomas
-Acceleration Media – Simone Retief

SPECIAL HONOURS

Best Agency
-NATIVE
-Retroviral Digital Communications
-Hellocomputer
-Liquorice
-Quirk
-World Wide Creative

Best Brand/Company
-Stork (Unilever)
-Redd’s Africa

Best Publisher
-EYE WITNESS NEWS
-Daily Maverick
-Burn Media
-Mail & Guardian

Best Individual Contribution to SA Digital Media and Marketing
-Fred Roed (World Wide Creative)
-Jarred Cinman (NATIVE)
-Yoav Tchelet (JWT)
-Andre Rademan (Bizcommunity)

Hermaneutics: Lessons from MetropolitanRepublic’s Loerie nightmare

by Herman Manson (@marklives) There are many lessons to be drawn from the current fracas surrounding MetropolitanRepublic being caught out for failing to adhere to the submission rules of The Loerie Awards.

Played on our emotions

I think what really shocked people in terms of this specific entry, and this might well, Mr Human, explain why the mainstream media interest in this story has been so intense, is that the entry video played so well on our emotions when it comes to the lives of children, of poverty and of education.

It quite cynically, to my mind, exploited imagery of some of the most vulnerable sections of our society, and played on the audience, and obviously judges’ hope (even in own our reporting on the event night we called the ‘work’ brilliant) that we, and our industry, can make a positive impact on the lives and futures of children in economically vulnerable situations.

Consumers have become much more aware of businesses initiatives aimed at positively affecting society. It’s become essential for brands to invest in this space, to show sincerity in their attempts to invest in a healthier society — and realising that those seemingly happy ‘Ugandan’ kids were not Ugandan kids, nor have they seen any of the benefits (yet — if you give MetropolitanRepublic the benefit of the doubt) this campaign promised, it sticks in the throat.

Also promised

Another Grand Prix-winning entry, Engen’s “Fire Blanket Calendar” campaign by Draftfcb, also promised to have effected “real change” (to quote the video) in fighting fires started accidentally through use of paraffin in South African townships.

Sadly, the concept wasn’t economically viable, and only ‘several’ hundred calendars ever made it into homes of those it promised to benefit.

I’m not equating ‘Fire Blanket Calendar’ with MetroR’s Project Uganda. It would appear that all the entry criteria set by the Loeries had been met in this instance. And the idea is — I’ll put my hand up and say it — very very smart. But it has failed the brief (“affect real change”) and benefitted, on the evidence available, nobody as much as it did the agency. That’s not social responsibility.

Look smart vs impact with scale

It feels as if an important segment of the advertising industry still views CSI as something that needs to look smart in corporate videos, rather than something that impacts positively and authentically on communities and, when you talk about industry giants such as Engen and MTN, preferably with scale.

This also links in with a tweet by Wallace Seggie on the whole debacle. Seggie noted that, through the slick use of video, we can “amplify the smallest idea”.

It was David Nobay, creative chairman of Droga5, who told delegates at the Loeries Seminar of Creativity last year: “Awarding winning work has become a matter of looking at a piece of work and having an immediate reaction [on the judges’ part] to it before moving to the next piece.”

Amplified

It’s an insight that seems to have been amplified by the effective use of video entries that tugs at the heartstrings of award judges, and the rest of us as well.

Also on Twitter, Clint Griffin (head of visual communications at Vega — the School of Brand Innovation) commented on the industry fixation with big ideas when engagement and transparency are, at the very least, equally important.

Finally, freelance writer and photographer Anton Crone, who has been investigating the campaign since shortly after its won Grand Prix, noted earlier this week on MarkLives the ad industry’s blindness when it comes to Africa. Crone wrote that “… perhaps we are so far removed from the realities of Africa that we would rather believe the hype instead of facing the gruelling challenges?”

Complete dedication

Crone calls for complete dedication to the task of delivering on corporate CSI mandates, not the awards. I’ve not found anybody who has said it better than that.

Hermaneutics is a column by MarkLives.com editor Herman Manson (@marklives). It indicates opinion as much as reporting.

MagLove: Who’s the Ice Queen on the Russian cover of Interview?

by MediaSlut (@MediaSlut) My choice of the best international and local magazine covers in MagLove this week:

Interview Russia
Pacific Standard (Money issue)
Panorama
The Big Issue
Destiny MAN

Find a cover we should know about? Tweet us at @Marklives and @MediaSlut.

INTERNATIONAL

Interview (Russia), November 2013

Who’s the Ice Queen on the Russian cover of Interview? Courtney Love!

I’m not too sure what the story behind the cover is, but compared to how Courtney looks in the news recently, she looks great (and I’m sure a bit photoshopped) on this cover. I think it’s a great photograph, with great detail, and I really like it!

Pacific Standard, November/December 2013

In South Africa we might not know him, but it seems and sounds like Dave Ramsey is “America’s most important personal finance guru”.

I’ve looked at his real picture and, when compared, this is actually a great interpretation of him, done really well — everything and more is said in celebration of its Money Issue, just through the use of this picture.

Panorama, 23 October 2013

So much raw emotion, and something one doesn’t see to often on covers… When translated, the cover line reads “Hands off my pension!”, and knowing this, I think, puts the cover into much more of a context, and gives it so much more emotion.

What with South Africa’s own (Transnet) pension for drama, this is something that would hit very close to home if a magazine such as FinWeek did something similar…

The Big Issue, 21 October 2013

I tried to investigate the actual story as this cover just drew me in and made me want to know more but, unfortunately, because it’s a new issue, the complete article isn’t uploaded yet.

The cover concept, however, is very strong and bold (with a very strong message) and, for the people that it affects/affected, I’m sure it touches even more.

LOCAL

Destiny MAN, November/December 2013

For its November/December 2013 issue, the Destiny MAN team took a massive leap from its normal recipe for covers, and I like it. A lot!

I’m not sure if this will be something to look forward to in the future but, for now, I’m enjoying the mood, attitude, typography, design and just everything. DJ Black Coffee features on the cover as the mag investigates “The Business of House [music]” — hence the circular design.

MagLove by @MediaSlut is a regular slot featuring the best local and international magazine covers every week, recognising well thought-out, powerful and interesting (and hopefully all three-in-one) covers and celebrating the mix of pragmatism, creativity and personal taste that created each of them. The (for now anonymous) blogger behind MediaSlut knows way too much for his own good about media in South Africa, magazines in particular. His mission is to show when SA magazines fail but, most importantly, also when they succeed. If you’re looking for a library about SA magazines and news, this is your one-stop pitstop. #MagazinesForTheWin

Dumb ways to die #adlandedition

Dumb ways to die #adlandedition

[Satire] With apologies to Tangerine Kitty and Metro Trains. By Anonymous

Set fire to your junior team
Make fools of your peers
Think they are dumber than bears
Spit out your medicine all over The Star

Dumb ways to die
So many dumb ways to die
Dumb ways to di-ie-ie
So many dumb ways to die

Poke your fans with a fork
Don’t enter legitimate work
High five your client mates
Then tell them it’s gonna grate

Dumb ways to die
So many dumb ways to die
Dumb ways to di-ie-ie
So many dumb ways to die

Promote a new campaign that hasn’t flied
Pretend you gonna give kids a brand new ride
Forget we can Google Uganda
Yoh, go sing with Patrice Wilson’s Panda!

Dumb ways to die
So many dumb ways to die
Dumb ways to di-ie-ie
So many dumb ways to die

Think your fellow judges are just pets
They’ll sell both your kidneys on the Interwebs
Forget YouTube sticks like superglue
I wonder, what’s this red button do?

Dumb ways to die
So many dumb ways to die
Dumb ways to di-ie-ie
So many dumb ways to die

Give doing good a bad name this awards season
Drop our calls for no good reason
Get off the train at Mannenberg station
Flip the bird to a blue light brigade
Create another #loeriesgate

They may not rhyme but they’re quite possibly
The dumbest ways to die
The dumbest ways to die
The dumbest ways to di-ie-ie-ie
So many dumb
So many dumb ways to die