Two Pendorings, check, a Loerie, check and over 60% growth, check. 2011 was certainly a great year for Etiket, one of South Africa's most exciting, out-of-the-box, full service advertising agencies.
And 2012 has already kicked off with a bang with the appointment of new staff members which include: multiple advertising accolade winner, Morné Strydom, creative director; Ivan Mabena, production and traffic manager; and Estee Grobler, junior designer.
Says Tiaan Ras, Business Development Director at Etiket: "2011 was certainly a great year for Etiket which obviously creates a firm foundation for the coming year. We had so many fantastic projects which makes it quite difficult to pick just a few."
"We are particularly proud of Wrestlerish and Thomas@rock-ster.net. Our Wrestlerish campaign was realised on shoestring budget, clearly demonstrating that with some creative vision and public involvement you can truly achieve a lot.
"Etiket was asked to create a music video for Wrestlerish which would also serve as an advertising mechanism. We shot a video of the band performing and then allocated over 900 stills to the band's online fan base. Fans then took photos of the allocated stills - held in front of them - and submitted it to the website. These photos were then spliced together to form a bona fide music video. It worked fantastically and the response was overwhelming," explains Ras.
For the Thomas@rock-ster.net book campaign, publishers Lapa asked Etiket to develop a campaign that would get teenagers to read again. Etiket decided to incorporate complimentary interactive, social mediums such as MXit, a rock festival webpage and QR barcodes - all embedded in the book - that would enable readers to open photos, music and even videos.
"It worked incredibly well - readers of the book could truly immerse themselves in the story by looking at photos or accessing a website that were all part of the story. We essentially merged traditional book-reading with today's online social platform to provide an edge of reality and excitement to the Thomas@rock-ster.net book."
Furthermore, most recently Etiket developed, in partnership with Brand Union, four multitouch interactive screens for the IDC (Industrial Development Corporation) and EDD's (Economic Development Department) stand at COP17 held in Durban, KwaZulu/Natal. The screens, featuring the overarching theme: "Partnerships that build a Green Economy", allowed users to interact with the facts and figures pertaining to each of the projects represented on the stand.
The stand was divided into three sections: Alternative Energy and Recycling; Automotive; and Solar Power. Each of these sectionshad its own screen as well as the physical products on display where possible.
The main screen focused on the Green Economy as well as the New Growth Path, emphasising the importance of creating jobs in green industries. The interactive elements on each screen helped users better understand the cause and effect of global warming and how South African projects are are combatting this very real problem.
New staff, exciting growth
Looking at 2012, Etiket will be growing its business aggressively in segments such as ICT (Information Communication Technology), Financial Services and entertainment. And no doubt this growth will be bolstered by the addition of the new staff members.
Previously from Draftfcb, Morné Strydom brings with him a wealth of advertising experience and is a winner of multiple Loerie and Pendoring awards for his work on multinational and local campaigns such as "Skep in die taal en bewys jou cool" (for the 2010 Pendoring awards).
Most recently Strydom formed part of the judging panel for Pendoring 2011. Members of the judging panel which also included Paul de Klerk, executive creative director of Etiket, are all achievers in their respective advertising and marketing fields.
Ivan Mabena has almost 15 years advertising experience and has worked for leading agencies and campaigns. Apart from his advertising experience he was also a DJ at TUKSfm.
Pretoria native, Estee Grobler joined Etiket shortly after obtaining her graphic design qualification from the Billy Blue College of Design in Sydney, Australia which provided with valuable international exposure.
Concludes Ras: "Our new staff members provide Etiket with the creative energy, freshness and industry know-how we require to take our business to new heights. The advertising, marketing and communications industries require services that break through the clutter to reach its targeted audience.
"It is a challenge that can only be met with a team that knows how to set benchmarks and create campaigns that are memorable and offer true returns. So watch this space, Etiket will continue to make its mark in the coming months."