by Alistair Mackay (@almackay) What is the 2014 version of advertising that crosses racial divides? Segmentation strategy in South Africa is difficult: we don’t like to be treated differently, and we recoil from brands that pick up on any differences. That creates a tension for marketers.
Stellenbosch Eerste, a non-political initiative, wanted to address voter apathy by highlighting local issues that affect Stellenbosch residents. In phase one residents were reminded to register to vote, phase two reminded them to cast their ballot.