Top stories
Marketing & MediaCycle for Change campaign sets a high standard for purpose-led brand investment
MANGO-OMC 1 day
Marketing & MediaRegister for the CMO Summit, free tickets available to Biz readers
Bizcommunity.com 3 days
More news
Subscribe & Follow
Trending
Show more
Advertise your job vacancies
Jobs
- Art Director (Mid to Senior) Johannesburg
- Internal Medical Devices Sales Representative & Administrator Tshwane (Pretoria)
- Videographer / Video Content Creator Durban
- Junior Designer ( Social and Digital Focused) Durban
- Post Production Editor Cape Town
- SEO Generalist Cape Town
- Senior Account Manager Johannesburg
- Junior Hybrid Strategist Sandton
- Paid Media & Performance Marketing Manager Cape Town
- Full-Stack Web Developer Sandton
Competitor's ad boosts Mango's recall
Early dipstick analysis shows that recall of a competitor's ad, featuring Rastafarian-style elocution and word play on the Mango brand, favours Mango despite its obvious intention to do otherwise.
"It is a rarity that a competitor values its opponent to such an extent that it spends significant amounts of advertising budget on generating brand awareness for them," says Mango CEO Nico Bezuidenhout, "and while our competitor may claim to operate 80% of all flights to and from Lanseria, at least our 20% is on time.
"In a market where every airline tastes like chicken, it is important to taste like beef."
The airline does not intend to complain to the Advertising Standards Authority but is encouraging increased rotation of the advertisement. "The more airtime our competitor's ad enjoys, the better for us." While the airline may not return the favour and develop a campaign to benefit its competitors, Bezuidenhout says he admires his competitor's gesture.
