Whose ads get the thumbs up from South African youth? Now in its seventh year, the Khuza Awards tells us. HDI Youth Marketeers conducts the study behind the awards and, in 2011, took 100 of the country's top ads to 1,000 youth for judging. So, who came out smiling? BMW or Merc? Coke or Sprite? KFC or Chicken Licken?
Scenes from Khuza Awards 2010
With an annual spend of R98.7 billion*, South African youth under 23 is a sought-after and growing consumer market. Not surprisingly, the advertising fraternity spends billions of rands every year on creating advertising aimed at winning over these young, would-be customers.
However, what ends up on screen, paper, the internet and radio is frequently dismissed, ignored or overloooked by this audience - who are too busy on their BlackBerries to care. Tech obsession has bred a new generation of prosumers (consumer-producers) who digest and react to branded communication very differently from their predecessors. "We are the most spoilt generation in the world. We have information at our fingertips," says Thube, 22.
Ads shortlisted for Khuza 2011
It was for this reason that youth market specialists, HDI Youth Marketeers, developed the Khuza Awards in 2005. The annual awards are South Africa's only large-scale, audience-rated and research-based marketing communications awards. This year over 1,000 of South Africa's sharpest critics, aged 8-22 from Joburg, Durban and Cape Town cast their votes on 100 ads in five categories (TV, print, radio, outdoor and online). The 2011 winners will be revealed during the Kid & Teen Republic Conference to be held at the Sandton Hilton on 22-24 August.
Ad shortlisted for Khuza 2011
"Brand marketers should really do their research, especially when [trying to] appeal to the youth. Don't assume that you know what we are about, because sometimes the adverts don't turn out that way and we just can't be asked..." says Daniella, 18.
"We are very excited about the 2011 results, and pleased about the new partnership forged with Kid & Teen Republic in the revealing of them. Brands now really take the awards seriously, and we've had enquiries since May about the awards date - well it's round the corner now: 24 August," says Jason Levin, MD of HDI.
For more information or to register for the Kid & Teen Republic Conference, visit www.kr.co.za or contact Debbie Atwell or +27 83 651 1664