Nando’s comes home to roost with NATIVE VML
NATIVE VML has been awarded the digital marketing account of one of South Africa’s most loved and irreverent brands, Nando’s. “Many of us at NATIVE VML have the Nando’s brand in our DNA, having worked on their business in the 90’s, so this feels somewhat like a homecoming. We believe that this brand still holds huge potential to be unlocked within digital and social media and we look forward to working with an incredibly inspiring and passionate client to do that,” says Jarred Cinman, Managing Director of NATIVE VML. “We are delighted to be partnering with NATIVE VML. Combined with the power of the Nando’s brand and NATIVE’s digital marketing expertise we are set to create a formidable brand force online and we look forward to writing the next chapter of Nando’s marketing history,” says Doug Place, Chief Marketing Officer, Nando’s.
We are really excited to see what new and innovative campaigns emerge from Nando’s in the upcoming months. Whilst we have no doubt that Native will blow our socks away, they sure do have very high expectations from the South African audience to live up to.
Innovative Advertising Ideas
Zkhiphani founders defy conventional wisdom, launch print after online media
The founders of Zkhiphani launched an online youth social lifestyle and entertainment magazine in 2016 and, defying convention, went on to extend the brand to a print magazine, with a 30,000 print run. Distributed via an agency, garages, universities and selected stores, where students congregate, Zkhiphani has a cover price of R19.90. The foundation of what was to become a sought after item for anyone interested in club life, glitz, music, the entertainment industry and the glamorous people who populate it, began with a meeting of kindred souls at college.
“Visitors to our online site average about 100,000 a month. Average time spent on site is about two and a half minutes. Advertising includes Wrangler and Heineken as well as prominent local brands. Advertising is most often linked to a campaign, as advertisers try to cover all customer touch points including digital and social media. We offer our advertisers opportunities across our media and social media sites,” says Mathobela.
“We are concentrating on getting our first project right. Our magazine is very influential in the youth space, but we want it to be the best in the market. We can then use this success as a template to duplicate the formula and create other magazines and platforms. “The deadline for our African ambition is around the corner and we already have plans in place to go forward. It is exciting. People, however, ask why we are in print when the future is digital. Our belief is that there is a place for print in our market. The failure of print to reach markets effectively is because print publishers are just not innovating – they are giving up and going digital and hoping that this will help maintain readership and customer loyalty. “We are looking at things like scanning codes on each page of the magazine so that additional digital content can be downloaded” concludes Mathobela.
Despite ad blocker threats, digital advertising revenues will rise to $285bn by 2020
New research, Worldwide Digital Advertising: 2016-2020, from UK-based Juniper Research, has found that despite the rising adoption of ad blockers, better audience targeting will drive higher click through rates and increase publisher revenues. The study found that global digital advertising spend across mobile, wearable and online devices will exceed $285bn by 2020, up from an estimated $160bn in 2016. This will be driven by an average annual growth of 22% in mobile and wearable advertising spend, as brands and retailers continue to invest in mobile consumer engagement. Research author Sam Barker added, “Publishers, such as Facebook, are utilising their unprecedented audience knowledge to offer advertisers highly accurate targeting, thereby increasing the click through rates that advertisers are witnessing now. Publishers who are able to offer the most efficient targeting are set to become the most popular amongst advertisers.”
Last year saw ad revenues from mobile platforms surpassing those from online platforms, offering publishers the opportunity to capitalise on a sector that is both growing and has a comparatively low adoption of mobile ad blockers. However, mobile ad blocking adoption is expected to increase over the next five years, as users bring the benefits of the technology onto their mobile devices. The whitepaper, ‘Digital Advertisers vs The Ad Blockers’ is now available to download from the Juniper website, together with further details of the full research.
Exciting Media Campaigns
New Superbalist campaign shot in Senegal
Superbalist is a fashion-focused, multi-channel eCommerce platform that brings the world’s best brands into the homes of its SA customers, and is the first of its kind in Africa. Superbalist.com presents a unique winter campaign shot in Dakar, Senegal. Breaking new ground for SA retail, Superbalist.com recently travelled to Dakar, Senegal to shoot its bold winter campaign under the guidance of style director Tammy Tinker.
What’s happening in Africa
Empowering women to use tech in Nigeria through radio
The Intel Corporation within Nigeria has unveiled a new radio show, which according to the company, is set to empower women and girls, while connecting them to opportunities for personal growth in Information and Communications Technology (ICT). The radio show, which has been dubbed: ‘She Will Connect’, will air on a weekly basis on Nigeria’s very own WFM 91.7; while the new features column called ‘Through her Eyes’ will feature on the Bella Naija blog.
The new initiative, according to Intel, is a part of the company’s She Will Connect programme, and is targeted at helping young girls and women access an innovative combination of digital literacy training, online peer network, and gender-relevant content. According to This Day Live, public relations and marketing manager of Intel West Africa, Adim Isiakpona, disclosed that the programme would bring millions of women online, and reduce the gap in access to internet and digital literacy skills for young women by up to 50%, while also connecting millions of women to new opportunities through technology.
According to Isiakpona: “Girls and women are an important part in the growth of any economy and the She Will Connect programme has gone a long way to reach and enable them to do more. “Intel will continue to drive momentum into its She Will Connect programme. We want to use this radio show and the column on Bella Naija, to empower several girls and women by closing the gender gap in education access, inspiring more girls and women to become creators of technology, and connecting girls and women to opportunity through technology access,” he concluded.