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Ananzi takes on a new look and goes on air

Ananzi.co.za, South Africa's largest search engine, embarked on a complete rebranding exercise in September 2005, modifying their yellow logo to include a recognisable "spot on" red dot. The accompanying tagline was also changed from the more limited "Find it Fast" to "More than just search".
Ananzi Old Logo
Ananzi Old Logo
Ananzi New Logo
Ananzi New Logo
To promote its revamped brand, Ananzi took part in a through-the-line TV, radio and on-line advertising campaign. One-quarter of the advertising budget was allocated to an on-line campaign to drive traffic to the site, which was administered by on-line media specialists Acceleration.

With their new look and focus on providing South Africans with a "one-stop internet shop", Ananzi worked closely with nationwide flagship radio station 5FM, media agency Alphabet Soup and creative agency And Communications on two competitions since the launch of their new logo in September last year. These competitions allowed Ananzi to promote their new brand and product offerings to Internet savvy 16-35 year-old radio listeners during the Mark Gillman Breakfast show in September 2005 and January 2006.

In the first competition in September, 5FM Breakfast Show listeners were prompted to take part in an on-line treasure hunt so as to gain access to clues which would lead them to a winning phrase. Five winners walked away with R25 000 worth of Apple products which comprised of vouchers to shop at Apple South Africa's online store, www.zastore.co.za.

In January this year, Ananzi launched their 'Win Your New Year's Resolution for 2006' competition where entrants had the chance to enter via the Ananzi or 5FM websites. Winners were announced on Mark Gillman's show. Prizes included romantic holiday packages, Exclusive Books.com vouchers, scuba and shark cage diving courses, bachelorette parties and more.

The collaboration between both online and radio media resulted in an increase in traffic to Ananzi, thereby placing it in the minds of its target market - young, up and coming on-line South African consumers.

14 Mar 2006 09:54

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