Drunk driving is one of the biggest threats to road safety in South Africa. As a responsible alcohol distributor, Pernod Ricard is dedicated to raising awareness of the dangers of drunk driving. In fact, Pernod Ricard worldwide dedicates one day a year to educate all employees about responsible drinking. This year saw the 4th annual Responsib'All Day and was marked with the launch of 'Wise Drinking', the first global digital application promoting responsible drinking. 29 Jul 2014 Read more >
At 34 we know a thing or two about selling alcohol. So we thought we'd launch our very own wine label. 2 Jul 2014 Read more >
As South Africa's original beer, Castle Lager is dedicated to all things local. So when something as important as the country's indigenous plant life being threatened by invasive alien plants came to their attention, the brand was keen to act. 27 Jun 2014 Read more >
For moms, indulgent moments are hard to find. That's why 34 and Lindt developed a Mother's Day campaign that spoils moms with a good read and the irresistibly smooth taste of Lindor. 12 May 2014 Read more >
When South Africa's premier triple-refined, pure sunflower cooking oil, Sunfoil, announced its sponsorship of test cricket in South Africa in 2011, they certainly turned heads. Over the past three years its sponsorship awareness levels have grown significantly and now the brand is making waves on social media site Twitter. 24 Apr 2014 Read more >
Absolut South Africa tasked 34 with adapting their global marketing campaign, Transform Today, to resonate with the South African consumer. 15 Apr 2014 Read more >
34 was asked to create a campaign to drive sales of Swiss luxury chocolate brand, Lindt, by positioning its Lindor chocolate as the ultimate Mother's Day treat that provides the best gift of all - an irresistibly smooth me-time moment of pure personal indulgence. 10 Apr 2014 Read more >
The 18th of January 2014 saw the end of the very successful 'Carling Black Label Rewards' campaign; the latest installment in what is now the Carling way - doing TTL campaigns like no one else and turning the industry on its head! 6 Mar 2014 Read more >
"What do you want to Switch On in your life?" This is the question that we asked young Kenyan consumers this winter when 34 launched a breakthrough digital campaign that delivered unprecedented levels of engagement as well as game-changing campaign results. 6 Nov 2013 Read more >
On Saturday, 26 October, specialist below-the-line agency 34 teamed up with their charity, Bright Start, to successfully launch their inaugural Amazing Race fundraising event. Seventeen teams took to the streets of Cape Town with great enthusiasm to solve and complete 14 cryptic clues that led them to specific points around the Peninsula. 30 Oct 2013 Read more >
South Africa's flagship beer, Castle Lager, entered the Guinness World Records on Tuesday, 24 September, when 2,353 South Africans united around the braai, to break the world record for the most people cooking at the same time. 24 Oct 2013 Read more >
As marketers we know that consumers await the end of the year holidays tirelessly as people look forward to that moment of reward when they celebrate their hard work and efforts from the year gone by. 10 Oct 2013 Read more >
It's a well known fact that South Africans are a passionate nation. Over the past decade many brands have successfully marketed to the specific passions of South Africans, and none so more successfully than one of the country's most iconic brands, Castle Lager. 20 Sep 2013 Read more >
Leading below-the-line agency 34 has developed the brand for the game-changing new commercial law advisory service, Whipping the Cat. Whipping the Cat, which has just launched its new offering, aims to shake up the traditional, high-cost legal industry by becoming a fixed-cost legal partner for businesses of any size. 12 Sep 2013 Read more >
34 have joined forces with the IPM, the UK trade body that looks to protect, promote and deliver effective and legally compliant promotional marketing campaigns across all channels. The delivery of these communications can be through broadcast TV and radio, print, direct marketing, ambient media, online, mobile, interactive marketing, experiential and in-store, as well as through more traditional sales promotion channels such as on-pack. 31 Jul 2013 Read more >
34 became the first agency in South Africa to use Wi-Code vouchers across retailers when it launched Clover "Pick up one good habit with The One" campaign in January 2013. 4 Jun 2013 Read more >
"We've always stated our intention to launch new products and services when our clients need them or we think we can make a significant difference and do it way better than current offerings in the marketplace," explains 34Group CEO Andy Sutcliffe. "34Group delivers powerful campaigns to help their portfolio of clients 'sell more smartly'." 4 Mar 2013 Read more >
South African Test Cricket Series sponsor, Sunfoil, teamed up with specialist agency 34Sport to activate and enhance the Test Cricket experience for fans during the 2012/2013 Sunfoil Test Series in South Africa. By concluding a four-year sponsorship deal as naming rights sponsor of the Test Cricket Series and Domestic Series in South Africa towards the end of 2012, sunflower cooking oil brand, Sunfoil, signaled their intent as a big player in the South African sports industry. 25 Feb 2013 Read more >
Clover, one of South Africa's leading dairy suppliers and 34Woman, a division of AdReview's Specialist Agency of the Year, 34, developed a campaign to drive consideration and purchase of Clover's vanilla-flavoured Mmmilk, all whilst supporting a cause that resonates with the whole family. 15 Nov 2012 Read more >
For the second year running, below-the-line agency 34Woman ensured there was no doubt about who the main sponsor of the Clover Aardklop National Arts Festival is. 14 Nov 2012 Read more >
Mimi Nicklin has been appointed 34Group Strategic Director with a simple remit in mind. Build a world class strategic department with a focus on brilliantly simple consumer and shopper insights that change the way we interact with brands as well as the way we buy them. 26 Oct 2012 Read more >
Huggies Momville, a CRM programme that supports new and expectant moms as they embark on the ups and downs of parenthood, officially launched on 1 September through a mix of media events, activations and unique in-store displays. 5 Oct 2012 Read more >
When Kleenex® asked 34Woman - a division of below-the-line agency, 34 - to develop a campaign to promote their on-the-go product range, it was a chance to demonstrate how effective promotional marketing campaigns are when underpinned by powerful insights. 19 Jul 2012 Read more >
It is not often an agency gets to crack an old market in an entirely new way, with a brand in its infancy and a marketing team willing to really do brave things. So when Mix Telematics' Beam-e team came to 34 with a brief to break into the vehicle tracking market, 34 pulled out all the creative stops. 17 Jul 2012 Read more >
Thank you AdReview for awarding 34 Group the Specialist Agency of the Year Award. 18 May 2012 Read more >
Brand owners Foodcorp tasked 34 with the development of a creative platform to dramatise Yum Yum's commitment to producing the smoothest, most spreadable, edible peanut butter in the country. 14 May 2012 Read more >
Joining forces with SABC 3's breakfast show Expresso, Bobtail is out to find a truly South African dog to win a starring role in the brand's next outdoor advertising campaign. The winning dog and its owner will also be interviewed live on Expresso, as well as enjoy a two-night stay at the fabulous Twelve Apostles Hotel and Spa in Cape Town. 10 May 2012 Read more >
In March this year, Powerade launched their "Train Like an Olympian" marketing campaign, leveraging the brand's sponsorship as official sports drink of the London 2012 Olympic Games, with the purpose of driving product sales. 12 Apr 2012 Read more >
Below-the-line specialist, 34Woman, together with Kimberly-Clark®, has launched Huggies® Momville, a CRM programme that supports new and expectant moms as they embark on the ups and downs of parenthood. 30 Mar 2012 Read more >
After months of anticipation, international platinum selling artist Usher took to the stage at Orlando Stadium on Saturday 10th March in front of a capacity crowd, supported by a host of local stars. 26 Mar 2012 Read more >
When Capitec Bank launched their R150,000 loan offering they knew it would be a hit. They had not however decided on the best way of informing consumers about their unique offering to achieve immediate response. When the brand knew they needed measurable and direct results in the weeks running up to Christmas, the most cluttered time of year, they turned to 34 for a creative solution. 8 Feb 2012 Read more >
Still feeling the success of 2011, 34 is excited to announce that it is embarking on giving its clients, the likes of Coca-Cola, SAB, Foodcorp and Kimberly-Clark, an integrated live media offering. 2 Feb 2012 Read more >
When Carling Black Label, SA's biggest beer brand, had 11 million entries during the Carling Cup it was confirmed that their consumers wanted to communicate with the brand. As summer approached, Carling Black Label's BTL agency, 34, were tasked to convert this keenness to interact into driving incremental sales, and change purchase behaviour at the most competitive time of year. 10 Jan 2012 Read more >
34's first task for their newly acquired client, Coca-Cola, was to drive a large volume increase over a four-month period to celebrate their 125 Year Anniversary. Knowing the brand is already one of the most loved brands in SA, 34 had to find a concept they believed could instantly change purchase intent as consumers reached to the fridge. 14 Nov 2011 Read more >
34Woman, a division of below-the-line agency 34, is going for gold with a new national campaign for Huggies® Gold. 11 Nov 2011 Read more >
With the mindset of ambitious South Africans firmly set on advancement and opportunity, Hansa Pilsener recently engaged Egoli's beeg beeg dreamers by creating a platform for tomorrow's achievers to kick-start their way to success. Entrants were invited to submit their own 'special ingredient' - be it a business idea, creative idea, talent or skill, to compete for 1 of 6 prizes of R25,000 worth of support! 9 Nov 2011 Read more >
Whilst the Springboks were facing a physical battle in their IRB RWC against Samoa, specialist below-the-line agency 34 celebrated Bokday in their own distinct way- by taking the agency on the Springbok bus (designed by 34) and facing their own battle on the road to Kalk Bay to watch the game at the Brass Bell and drink Hansa, Carling and a Coke or two. 4 Oct 2011 Read more >
34, a specialist below-the-line agency that delivers campaigns to help clients sell more stuff, has been classified a level 1 B-BBEE contributor by Emex Trust, a SANAS accredited BEE verification agency. 3 Oct 2011 Read more >
34Sport, the agency behind SA Rugby's Springbok Fans Unite 2011 drive, crowned the campaign with a nationwide Fans' Farewell event, which not only united the Springboks and their fans but focused international media on South Africa once again! 30 Sep 2011 Read more >
As one of an elite group of brands for which the brand name has become synonymous with the product, Kleenex enjoys near universal recognition as the definitive facial tissue brand. 7 Sep 2011 Read more >
As part of the Unite 2011 campaign, SA Rugby and 34Sport launched Bokday on 1 June 2011 - a day for all Springbok fans to take to the streets in their green and gold in support of the Springboks. 25 Aug 2011 Read more >
The Internet and, to a lesser extent, mobile communication have expanded the shopping environment exponentially. Stores are no longer the only place one shops in and the promises of brands are not the only voice we listen to. 12 Aug 2011 Read more >
Coca-Cola, Fanta, Sprite, Schweppes, Stoney, Tab, PowerPlay, Powerade, Just Juice, Nestea, glacéau, Bonaqua, Valpre, Yum Yum, Sunbake, Monati Mabela, Glenryck, Bobtail, Catmor, Nola, Ouma, Pieman's, Clover Milk, Carling Black Label and Kleenex seem to think so. 5 Aug 2011 Read more >
Below-the-line specialists '34' are behind the new through-the-line campaign for Redd's Fruit Ale, aimed at encouraging consumers to "Redd's It Up!" and make a good time a great time with prizes to the value of R10 Million! And that's not all for this future South African Breweries (SAB Limited) power brand, having also recently undertaken exciting upgrades in recipe and packaging. 19 Jul 2011 Read more >
Following the successful launch of the SPRINGBOK FANS UNITE 2011 campaign on 1 June 2011, SA Rugby and 34Sport are excited to introduce the first members-only competition, exclusive to fans who have united behind the Boks. 10 Jun 2011 Read more >
With the IRB Rugby World Cup 2011 around the corner, SARU and 34 SPORT used the "1 June 2011 - 100-day to kick-off" milestone to launch the Springbok Fans Unite 2011 campaign, inviting South Africans from all walks of life to UNITE BEHIND THE BOKS. 3 Jun 2011 Read more >
Specialist below-the-line agency 34Sport developed an activation-based campaign for SA Rugby that engaged schools and took rugby to children around the country, using the Vodacom Cup as its vehicle. 6 May 2011 Read more >
Below-the-line agency, 34Woman and client, Clean & Clear®, have launched a national campaign that encourages teenage girls to Get the Music, Get the Look when they purchase Clean & Clear®. 1 Apr 2011 Read more >
After the success of the first Hansa Legends in the Making Tour that brought Pharrell Williams with his band N*E*R*D to Johannesburg, Hansa continues to showcase the Special Ingredient in Mzansi's Legends in the Making with another tour. 31 Mar 2011 Read more >
In the run-up to the 12th annual Cape Town International Jazz Festival, 34 developed and executed a number of different activations to highlight Hansa Pilsener's sponsorship of Africa's grandest event. 30 Mar 2011 Read more >
The biggest canoe race in South Africa, The Unlimited Dusi Marathon, was the backdrop to the four-part below-the-line campaign developed by 34Sport, for client Hansa Pilsener. 9 Mar 2011 Read more >
SAB is on the hunt for the best pub lunch in town. Using sms technology and partnering with one of the hottest New York social networking tools Foursquare, consumers were invited to claim their pub lunch deal from one of the selected 55 participating venues in the Western Cape between 24 January - 06 March. That's a tasty pub lunch & free draught for R50! They could choose from the finest draughts SAB has to offer... Carling Black Label, Castle, Castle Lite, Grolsch, Hansa, Peroni. 8 Mar 2011 Read more >
Thousands of expectant fans packed the Standard Bank Arena in Johannesburg for a show they would not soon forget as the Hansa Legends in the Making Tour came to a dramatic finale with an energetic performance by international headline act N*E*R*D. 15 Feb 2011 Read more >
Almost two months and 14 concerts after the Hansa Legends in the Making Tour kicked off at a plush mansion in Dunkeld, all eyes are firmly fixed on Johannesburg's Standard Bank Arena, where N*E*R*D is set to headline the final event in front of 5,000 fans. Having produced hits for Justin Timberlake, Nelly and Jay-Z together with Chad Hugo as The Neptunes, Pharrell Williams will feature alongside Sheldon Hayley when N*E*R*D takes to the stage in what promises to be the highlight of the tour. 10 Feb 2011 Read more >
Shopper marketing is considered an important component of the marketing mix into 2011. We hear of increased investment within this arena and it is often touted as the next big thing, especially now that internet strategies are firmly entrenched on most marketing plans. 8 Feb 2011 Read more >
The South African rugby calendar ended in spectacular fashion with a successful Emirates Airlines SA Sevens tournament in George on 10 and 11 December 2010. 4 Jan 2011 Read more >
34Sport has teamed up with client SA Rugby for the South African leg of the 2010/2011 HSBC IRB World Sevens Series in George. 8 Dec 2010 Read more >
Kids all over Luanda were full of smiles recently when they were told to "BRINCA À TUA MANEIRA" or "PLAY IT YOUR WAY" in 34's latest campaign. 1 Dec 2010 Read more >
Specialist below-the-line agency 34 added spice to the 2010 Absa Currie Cup for client SA Rugby, tournament rights holder of the Absa Currie Cup. A two-tier activation was developed to engage passionate rugby supporters in both the online environment and at rugby stadiums around the country, integrating above-the-line elements to create awareness around the campaign. 26 Nov 2010 Read more >
With the consistent aim of bringing potent ingenuity to life below the line, agency 34 has launched the Super M "CHOOSE YOUR CHILL. CHOOSE YOUR PRIZE" campaign. The main objective of this campaign was to engage the target by getting them to vote for how they chill in their free time. 22 Nov 2010 Read more >
The Hansa Legends in the Making Tour was unveiled to an audience of invited guests, music industry leaders and media on Saturday, 13 November. The launch, held at an impressive private location in Dunkeld, Johannesburg, was hosted in association with national radio partner Metro FM, who performed a live outside broadcast from the venue. 22 Nov 2010 Read more >
The Huggies® Gold 'Say Bye-Bye' campaign, which launched on 25 October 2010, asks moms to "say bye-bye to bulky, chafing nappies" when they use new Huggies® Gold. 18 Nov 2010 Read more >
34, a specialist below-the-line agency that delivers campaigns that help their clients sell more stuff, has been verified as a level 2 B-BBEE contributor by Emex Trust, a SANAS-accredited BEE verification agency. 4 Nov 2010 Read more >
After a keenly contested pitch against four other leading Below The Line (BTL) and experiential agencies, Cape Town based 34 has been awarded the prestigious Hansa Pilsener account. Yardstick was brought in to co-ordinate the pitch process, tasked with sourcing an agency for the brand with a long term view to partnering. The South African Breweries (SAB) General Manager for Hansa Pilsener, Mosidi Seretlo expressed her delight at the appointment, saying she was "impressed by the agencies' ability to combine sound creative strategy with clever and surprising execution to bring the brand to life". 15 Oct 2010 Read more >
In the current economic climate, everyone is feeling the pinch. Huggies® Gold wanted to offer consumers a compelling reason to choose their product over others by rewarding them with prizes that really meet their needs. 14 Sep 2010 Read more >
34Sport has been appointed to conceptualise and run the World Cup 2011 campaign for SA Rugby. The campaign is focused on getting 50 million voices behind the team as the Springboks take on the massive challenge of defending their World Cup title in New Zealand. 12 Sep 2010 Read more >
To celebrate a hundred years of caring for abused, abandoned, neglected, orphaned and vulnerable children, Jo'burg Child Welfare is auctioning off one-of-a-kind doors, created and designed by local artists, designers, musicians and celebrities. 2 Sep 2010 Read more >
Johnson & Johnson (Pty) Ltd, in collaboration with below-the-line agency, 34Woman, launched 'C U @ THE MOVIES', a three-month campaign to promote Clean & Clear®, one of the leading teenage skincare brands in South Africa. 13 Jul 2010 Read more >
2010 is a year of celebration for South Africa, and Ceres fruit juices joins the festivities by celebrating all things local with the launch of a new limited edition Ceres fruit juice, Ceres Flavours of South Africa. 1 Jul 2010 Read more >
Sue Evered has joined below-the-line agency 34 as Head Of Strategic Planning. 25 Jun 2010 Read more >
Powerade, the chosen sports drink of the 2010 FIFA World Cup™, will provide 31 amateur clubs with the once-in-a-lifetime opportunity to send 12 of their players between the ages of 14 and 17 to this world football showpiece as the Powerade Ball Crew. 28 May 2010 Read more >
Specialist below-the-line agency 34Sport has launched an eight-week national promotion for Castle Lager to coincide with the brand's sponsorship of the Proteas Test Cricket tour against England that kicks off at SuperSport Park in Centurion next Wednesday, December 16. 14 Dec 2009 Read more >
Specialist brand activation agency, thirtyfour has announced the launch of its third satellite division, 34Woman, this month. Headed up by Judy During, the new division is designed to assist brand owners to better understand and access the female market. 14 Oct 2009 Read more >
South Africa offers a number of unique challenges to marketers. With 11 official languages, a huge cultural diversity and unequal access to communication channels like the Internet, finding innovative ways to reach one's target market is an ongoing challenge. 11 Sep 2009 Read more >
The groundbreaking Redd's Get Chatting promotion with over R25 million airtime up for grabs drew to a close at the beginning of July. It revolutionised promotions in SA, since entry via cellphone was absolutely FREE to all participants! 1 Sep 2009 Read more >
The groundbreaking Redd's Get Chatting promotion with over R25 million airtime up for grabs began at the beginning of April. And the best part of all? Entry via cellphone is absolutely FREE for consumers - a revolutionary first in SA! 5 May 2009 Read more >
Specialist brand activation agency, thirtyfour has announced its 25.1% black economic empowerment (BEE) deal with South African black-owned private company, Mvelaphanda Holdings, founded by Tokyo Sexwale in 1998. 9 Feb 2009 Read more >
While everyone else went to the beach, Cape-based brand activation agency thirtyfour was hard at work. 22 Jan 2009 Read more >
In yet another very successful brand activation campaign for Global Trader, thirtyfour yet again lived up to its promise of delivering measurable results in a below-the-line environment. 9 Jan 2009 Read more >
Specialist brand activation agency, thirtyfour has announced the launch of a new satellite division, 34 Sport, this month. Grant Hillary, previously manager of Brand Activation at South African Breweries (SAB) has been appointed Managing Director. 17 Sep 2008 Read more >
Cape Town - One of South Africa's biggest braai promotions has been conceptualised for Castle Lager by national brand activation specialists, thirtyfour and was launched last week. 8 Sep 2008 Read more >
In a three-way pitch against Bester Burke and Grey Matter, the activation agency thirtyfour scooped up the Thuoslots business, signing a three-year deal with this rapidly growing blue-chip client. 12 Mar 2008 Read more >
With Oscar® fever sweeping the world, Ster-Kinekor Classic and Cinema Nouveau are bringing the Oscars® home to every South African, through their engaging and interactive 2008 Oscar® Movie Millionaire competition - where one lucky movie-goer stands the chance to win an amazing R1 million in cash! 20 Feb 2008 Read more >
Thirtyfour, the Brand Activation Agency, has developed an innovative activation campaign – Soccer Millions – to assist SAB in optimising the company's Castle Lager sponsorship of Bafana Bafana until 2011 and beyond. 30 Jan 2008 Read more >
Every once in a while a concept is introduced into the market place that changes the rules. thirtyfour, the brand activation specialists, have introduced the South African market to a first. Their Scan & Win™ concept is a simple but effective marketing mechanism for FMCG retail that rewards consumers when they purchase participating products. 22 Nov 2007 Read more >
Sometimes genius is pure simplicity in itself. In an environment certain to be saturated with promotional activity, brand activation specialists, thirtyfour have created a completely integrated promotion, that is so simple, but really effective in its activation. 4 Sep 2007 Read more >
Brand activation specialists thirtyfour are proving that bringing brands to life is the most successful aspect of marketing. Having attracted business from leading companies like SAB, BMW, iBurst, Checkers and Autumn Star's Win Now, this dynamic agency is fast moving into the number one slot as marketing activators for South Africa's biggest players. 28 Jun 2007 Read more >
Obtaining high-volume sales leads to build prospect databases over the internet, without contravening any privacy laws, is a challenge to any marketing campaign. Doing so with the inspirational creativity to attract almost immediate interest from 100,000 potential customers is even harder. 13 Jun 2007 Read more >
thirtyfour, national brand activation specialists, recently undertook a delve into what online South African women between the ages of 25 and 40, think. 22 May 2007 Read more >