A refreshing beat

A refreshing beat

After an absence of 15 years, Cadbury's Tempo is back on television screens across South Africa with a new advertising campaign. The new "Power your Beat" campaign aims to brings Tempo right back up-to-date for its primarily young male target market. Also part of the mix is an improved product recipe and new packaging.

The commercial follows Chad, a cool urbanite on his journey through the city. As he eats his Tempo the people and noise of the streets gradually fall in line with his beat. The climax of the spot sees Chad realise the impact he's having and literally spin the city like a record with his feet. The spot was directed by Mark Lawrie of Collective Films through Publicis Johannesburg.

The brand has also partnered with 5FM's "Music Power Half Hour" to encourage real South Africans to power their beat. This sponsorship is supported by a strong online presence at www.poweryourbeat.co.za, where visitors are invited to "Get Their Beats" by answering a selection of short questions. The resulting playlist, personalised according to the answers submitted, can be downloaded to PC or mobile phone, sent via email to a friend or direct to the "Music Power Half Hour" at 5FM.

In addition, the brand has been given a physical presence in its target market through on-campus activations across the country and free distribution of tens of thousands of sample bars.

click to enlarge

click to enlarge

First US ad campaign

The Old Mutual brand, part of the South African landscape for over 160 years and recently ranked first in its category in the Sunday Times Top Brands Survey, is in the process of extending its reach into the huge US market where the group has operations in life insurance and asset management. With the bringing together of its US businesses nearly a year ago, one of the next big steps for Old Mutual was the introduction of a strong, singular brand identity.

Aiming to provide smart, innovative solutions that set the group apart from competitors, Old Mutual plc's US operations recently launched its first consolidated advertising campaign using the strapline ‘without innovation, we'd be stuck with yesterday's solutions'.

Initially targeting the intermediary market, mid-November will see the launch of the company's first direct-to-consumer campaign in the US.

Bouncing onto the big screen

“The Adventures of Sproing” is a light-hearted 45-second ‘skit' of a typical property coming onto the market “For Sale” and the rather laborious industry process that normally follows, ultimately leading to the sale of the property within the customary 6-8 week period, from the date of signature of the “Sole Mandate” by the seller….

This animated cinema commercial was produced by Matrix Advertising (Cape Town) under the creative directorship of Belinda Hogg.

“Our challenge was to capture the essence of the Leapfrog promise, ‘Your home made real', in a quirky and entertaining manner that would position the brand and differentiate it from all the other players in the category. We worked together with Wild Lemon Productions in producing South Africa's first animated real estate commercial that is bound to capture the imagination of the South African market – and Sproing's ball skills are something that Bafana Bafana should take note of,” comments Hogg.

Sproing, Leapfrog Property's hero and seasoned campaigner, infiltrates the neighbourhood and intervenes in the sale process, with a resultant sale and contentment all round, before moving on to infiltrate yet another neighbourhood community as he touches lives, clinches deals and builds relationships along the way.