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- Haydn Townsend, IAB SA chair has announced that Paula Hulley, IAB SA CEO will not be renewing her contract into 2022.
- On 16 September 2021, Netflix announced a commitment of $400,000 (R5.5m) in the form of a grant and creation of scholarships to extend the support for Black representation in the film and TV industry to the creative ecosystem in South Africa.
- Everything has changed. That is a given. And so when Net#work BBDO moved into their new offices and started unpacking the 27 years of awards haul for the shelves, the leadership team had, well, a meltdown.
- Geometry's Cape Town team have joined VMLY&R South Africa, expanding VMLY&R's service offering and creating the means for the company to be even more channel-agnostic. Jarred Cinman, CEO of VMLY&R South Africa, shares more. Evan-Lee Courie
- With the recent announcement of Paula Hulley's resignation as CEO of IAB SA, we spoke with her to find out more about her time as IAB SA's CEO. Emily Stander
- Pick n Pay Smart Shopper has finally regained its position as the most used loyalty programme in South Africa, nudging the Clicks ClubCard programme into second place after three consecutive years in the top spot.
- YouTube has announced that the YouTube NextUp programme will be available in Nigeria and South Africa. The programme is an opportunity for local creators to take their content creation to the next level.
- Some of us are hopeful romantics... about Africa. Ndeye Diagne, Kantar
- According to Carl Coetzee, CEO of BetterBond, property prices may be increasing across the country as buyers continue to take advantage of the lowest interest rates in decades, but there are still areas where the average purchase price is less than R1m.
- Corne Venter, CEO of the retail and rental division of Motus South Africa, discusses the launch of digital brand Motus.cars, the new emotive brand campaign, as well as the importance of having a real dealer network behind all of their cars. Motus
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[2013 trends] The year ahead for experiential marketing
First of all, mazeltov on surviving the Mayan apocalypse - it was touch-and-go for a second there. Now that we have staved off global obliteration and picked up a coastal tan (and a few kilos in the process), it's that time of the year where agencies are asked to haul out the old crystal ball and provide pearls of thumb-sucking wisdom.
Reflecting briefly, for experiential marketing, 2012 was quite a year locally and abroad.
Globally, consumers pushed buttons for drama (TNT Belgium campaign) and stood underneath giant soda fountains to cool off (Sprite beach activations)
Closer to home, Stimorol Infinity [disclaimer: a Stretch production] looked to break the world record for mass spooning, and a certain beer brand allowed all us to try our hand at managing a soccer team in real life.
How did we hear about this? Well, we tweeted, posted, uploaded, downloaded and hipstergrammed the hell out of them.
With the social movement set to gain further momentum among millenials, we can expect digital diesel to continue to power brands' experiential engines. What we will see in 2013 is an ever-increasing interdependence between these two media.
As Mike Sharman (@MikeSharman) from Retroviral suggests, "If an activation takes place in the woods and no one is around to witness it, did it aid your client's marketing efforts? Of course not. It is imperative that marketers focus on strategy first that supports business objectives and then on tactics that amplify talkability."
Digital conversations rely largely on experiential content and vice versa.
Social media amplification
Let's just get the obvious out the way first. The rise of digital has, for the first time, provided experiential marketing with undisputed measurement tools that even four-eyed bean counters have to appreciate.
Quality vs quantity is crucial! Keeping it relevant and beneficial to consumers' lives will be crucial as the frequency of digital messaging continues rising. Ben & Jerry's "Scoop Truck" campaign gave Americans a reason to follow the brand, with creamy samples distributed from locations broadcast live via their Twitter handle.
The opportunity to transform everyday spaces and objects into experiential playgrounds will continue in 2013. These unexpected chance encounters will play on the 'FOMO' (fear of missing out) concept, with the opportunity to be present at a future viral stunt deemed aspirational.
Stretch's "Lipton Ice Sea" campaign did just this, with allegedly the world's first floating vending machine rocking up unexpectedly on South Africa's national beaches at the end of 2012 to help consumers 'Never lose their cool'.
As consumers' digital and real world lives converge, brands will continue to use familiar (and sometimes mundane technology) to deliver unexpected fun. Everyone from soft drinks to automobile brands will look to get in the mix.
"Kenneth the Talking Vending Machine" played on the everyday coffee-ordering ritual by reversing roles and bossing consumers about for a free cup.
What? Social Local Mobile, of course. Relying on mobile connectivity, consumers will engage with brands via social media in relation to a specific personal location.“Aldo Ring My Bell” campaign Source: www.mcsaatchimobile.com
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Aldo's photo-sharing campaign in Israel saw welcome mats placed in strategic spots across the country. Consumers were then delivered shoes within two minutes to their location, as long as they uploaded on Instagram with the #aldo call to action. Genius!
Millenials are showing they actually give a damn about their community and environment, more so at least than the previous generation. The opportunity to 'do good' while leveraging off 'shareworthy' experiences will see more brands jump on the CSI bandwagon.“Trashback” beer for stompies swap Source: http://boringcapetownchick.com
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The recent litter awareness campaign by social enterprise Trashback saw festival-goers receive free beer in exchange for a cup of used cigarette butts (stompies).
B2B and employee/internal communications
We can expect experiential to make inroads into these spaces. The crusty sandwich and Comic Sans canteen poster simply won't suffice any more. Employees and customers are consumers in their own right and, as such, will become more receptive to experiential communication.
Sponsorship activation evolution
A recent European study by Havas Sports Media found that two thirds of festival-goers believe that 'brands improve a festival experience'. In short, consumers care little for logos but rather for brands tapping into attendee experience insights and adding value in the process.
click to enlarge click to enlarge#OriginalsFM radio. Source: facebook.com/stretchexp click to enlarge
At last year's edition of the Plett Rage music festival, adidas Originals tasked Stretch with ensuring it gained access into the hearts and minds (and ears!) of over 10 000 students. With smartphone access non-existent due to strained networks, #OriginalsFM ensured students would stave off FOMO with the festival's first-ever radio station keeping them in the loop. Content included gig guides, interviews with DJs and live beach broadcasts.
Listenership was ensured through the distribution of 700 pre-tuned retro radios and vehicle door hangers with a 'listen live' call to action. In so doing, Originals tapped into the consumer need for access to festival info, irrespective of their location.
Blurring the line
Lastly, on a macro level, we should see the so-called line between ATL/BTL continue to blur, with brand experiences leading through-the-line campaigns more frequently. Expect some inter-agency bloody noses in the process!
Read more: FOMO, Mike Silver, cause-related marketing, Biz Trends Report, Biz Trends 2013, biztrends, 2013 Biz Trends, SoLoMo