The annual event hosted by Future Publishing's Jeremy Maggs alongside a panel of seasoned advertising heads Dee Blackie, Andy Rice, and HDI Youth Marketeers' JBoD members Mosa Kaiser and Nick Rawhani was held on 3 August 2012.
HDI Youth Marketeers, who conduct the annual Khuza Study amongst 1 049 8-22 year-old respondents shook things up in 2012 and focused their methodology on a specific set of brands to produce unambiguous results about which through-the-line marketing campaigns have worked and which haven't - from the point of view of the youth market.
The brands analysed in the study included Edgars, Standard Bank, Cell C, Nedbank; in the fast food space KFC and McDonald's; telecommunications titleholder Vodacom; Coca-Cola, and motor vehicle leaders Mercedes-Benz and BMW.
Coca-Cola's resonant promotion supported by their radio advert garnered a spot in the top three with their bronze, trailing Mercedes-Benz taking the silver with their virile print and TV ads, and by a narrow margin the Grand Prix Overall win went to BMW with their bold outdoor and TV adverts.
"BMW adverts resonate with youth because of its aspirational touch points. The adverts bring you in and seals the deal," commented 22-year-old Moosa in the panel discussion.
Youth specialists HDI Youth Marketeers' Jason Levin says, "Young South Africans range from being tolerant to enjoying advertising - depending on the execution, but they also have a strong view on other brand connectors. What made this year's study exciting was that it tested more than advertising - whole clusters of the 10 brands'marcomms - with interesting results...BMW are always tough to beat, but Merc came really close, and both Coke and Vodacom did a good job too. Well done to the winners!"
Click here www.hdiyouth.com
for a full list of Khuza winners.
Follow HDI Youth on twitter https://twitter.com/HDIYouth