Giving as good as we get
We're women, we're strong and, with a little help, we can give as good as we get. That's the essence of the message conveyed by Ogilvy Johannesburg's new television commercial for Joko's new variant, Joko Gold.
Ogilvy copywriter Irene Perrevos says that she and art director Dantie van der Merwe wanted to show that every woman has a fast-witted diva inside her.
The ad plays out at a slick international airport, where a ground floor manager is confronted by an irate and self important male customer who is late for his flight. When she tells him his flight is closed, he points out that he has a business class ticket.
She tries to inform him that she can arrange a later flight, but he cuts her off by demanding to know if she knows who he is. She calmly takes a sip of her Joko Gold tea and says, "I didn't realise." Then, in her best airport voice, she announces over the intercom "Ladies and gentlemen. May I have your attention, please? There's a gentleman here who doesn't know who he is. If anyone is able to assist him, please report to the information desk urgently."
The irate customer looks suitably sheepish. The ground manager gives him a cool "you-asked-for-it" look. Then there's the payoff line: Joko Gold. Gives you strength when you need it.
The Gold ad has been rated the 11th most liked ad in LSM A, according to Millward Brown ad tracking, and Joko's brand office has been inundated with calls and consumer compliments for the ad.
Herdbuoys éKapa's creative director, Duncan Wares, is confident that the festive season promotion for Moir's, a tried and trusted range of South African baking products, is marketing-sexy and right on strategy. "There are quality baking appliances and baking products to be won and the Grand Prize winner will be drawing experience from professionals in the catering industry. This promotion is the embodiment of the main aim of Moir's: helping people everywhere to be better bakers," says Wares.
In order to reach the target audience, it was decided to opt for regular weekly advertisements in family magazine-trio You, Drum and Huisgenoot during the month of November, with below-the-line support in the form of point-of-sale material to drive the competition in store. To further support the campaign, TV-stings are being broadcasted during selected programming, combined with selective use of radio and other marketing media.
Given that the promotion runs during the festive season, and while everyone is aware of the 'spirit of giving', Moir's is giving the Grand Prize winner the opportunity to nominate a charity of his or her choice for which the Moir's team will then set up a Christmas party worth R10 000 and make a cash donation of R20 000 to that charity.
Santam provides cover to a number of companies listed on the JSE, so what better site could the 'yellow umbrella brand' have chosen to convey its core message than the Johannesburg Securities Exchange building?
FCB Cape Town and Wideopen Platform, a subsidiary of Primedia Unlimited, collaborated to achieve Santam's key objective of brand visibility and big impact in a high traffic, upper LSM area.
The Santam JSE advert covers an area of 30.78 metres high by 26.19 metres wide, creating total coverage of 806.1m2. The see-through PVC material was printed at high DPI and applied to the glass surface of the JSE building, ensuring a translucent effect with great visible appeal.
For gamers to truly appreciate Xbox 360, it was imperative that they experience it first hand. Universal McCann's strategy was to offer integrated solutions at multiple levels, including event sponsorships; a launch party at gaming expo rAge; radio campaigns; street pole ads; print exposure in the November FHM Lingerie Special, FHM and launch edition of Zoo Weekly; and 'Bored Husband Zones' in shopping centres around the country.
"We were presented with very clear, very precise objectives [by Microsoft]," says Nadine Vermeulen, media planner at Universal McCann and the creator of the Xbox 360 campaign. "We set out to target the 'Digital Entertainment Lifestyle' (recreational gamer) as opposed to hardcore gamers. The brand personality is defined as the ultimate 'social magnet', smart and fun, inviting and welcoming. It's a living entertainment experience powered by human energy."
