#CannesLions2016: Top creative trends
On Thursday, 28 July 2016, Ann Nurock presented her Case Studies from Cannes presentation at Cinema Nouveau. Ann began by stating that advertising is just one component of the creativity mix at Cannes Lions, which is why the Festival was renamed from just ‘International Advertising Festival’ to ‘Cannes Lions International Festival of Creativity’ to reflect this. She pointed out that Cannes Lions is no longer agency dominated, it’s now the social media companies that own Cannes. It’s a week of inspiration where never before have the lines been so blurred between disciplines, she pointed out. Ann stated the overarching trend for 2016 was that of technology. “It’s bringing creative and brand ideas to life in ways we’ve never been able to before. But it’s important to note that while technology enables opportunity, creativity is what actually creates the value.
Another big trend was that of virtual reality” explained Ann and gender stereotypes and the objectification of women in advertising. Madonna Badger gave a rousing talk whereby she appealed to all marketers to cease objectifying women in their advertising. SA is ranked eighth in the world after the 2016 awards and is the top radio market globally. While that’s definitely impressive, Ann says we need to do better in the ‘new media’ categories of mobile, cyber and even film. We have the talent, we have the ideas, we just need to stop being so self-effacing and share these. Don’t miss Ann’s final Cannes Case Studies presentation at Ster-Kinekor Sandton on 7 September. Click here for more.
Innovative Advertising Ideas
How brands are using video
In a recent opinion piece, Mike Saunders highlighted how big brands are incorporating video into their advertising and marketing strategies. In a world run down by information overload, video presents information succinctly and emotively, a huge asset in trying to attract attention and portray messages quickly. It’s no wonder that Axonn Research found that seven in ten people saw brands in a more positive light after viewing an interesting video about them. So, with video on the rise, Mike looks at how brands are using online video in more detail.
“Brands have been using TV commercials, documentaries and online video to tell stories about their brand. The film industry is built on storytelling and brands have learnt from Hollywood in this regard. Adobe Systems, a brand that speaks to creative people, uses storytelling in their video, “Red Hot Chili Peppers at SXSW”, to identify with their audience and show why creative people love working with their products.” he says. Vala Afshar, chief digital evangelist at Salesforce, tells us that brands succeeding in video marketing are moving beyond brand stories, video ads and viral content. He suggests that successful brands are using video to engage consumers throughout the customer journey to educate, convert sales, build relationships and improve customer satisfaction. There is a big opportunity for brands to drive deeper consumer connections by using video in all levels of consumer engagements. Is your brand making use of video when developing advertising or marketing content? We would love to hear your thoughts and see some of the video content you produced. Brands that use the power of video are sure to create experiences as they help people get close to the moment and build a stronger emotional connection to the brand.
Ogojiii hosts an exclusive launch for agencies and brand houses
Ogojiii magazine was launched to advertising agencies and brand houses during a business breakfast held at the Marion on Nicol in Bryanston, Johannesburg, on Wednesday, 27 July 2016. Pronounced “Oh-go-gee”, Ogojiii magazine – is a bi-monthly magazine which celebrates African innovation in design, enterprise and current affairs. The Ogojiii brand seeks to showcase the most inspirational developments in African innovation in design, enterprise and current affairs through content that looks at lifestyle, enterprise, fashion, travel, food, health and wellness, interior design, architecture, style, technology and brand building. The magazine was founded by global design thought-leader Jens Martin Skibsted, who sought to create a platform for African design and design thinking across a diverse range of industries to reflect the continent’s increasingly visible and significant contributions to global innovation.
Regarding the decision to partner with Ndalo Media in publishing the magazine, Gondwe-Xaba indicated that Ndalo Media had demonstrated its ability to package the African story in a palatable and accessible manner for a number of regions across the continent. With Ogojiii being available in 14 African countries, including South Africa, Namibia, Nigeria, Lesotho, Swaziland, Zambia and Kenya. Gondwe-Xaba indicated that brand presence in a platform which has the type of unique and compelling content available in Ogojiii, would uniquely position advertisers in these markets which have consumers with increasing disposable incomes and an eagerness to engage with an eclectic array of brands. Ogojiii’s Brand AV, which was played during the engagement, spoke to the brand values and the advantages it boasts.
Exciting Media Campaigns
Debonairs Pizza hands control to its customers
Debonairs Pizza, the leading quick service restaurant in the pizza category, is handing control to its customers with a new television campaign that encourages them to customise their pizzas – any which way – using its Smartphone app to communicate with the nearest restaurant.
What’s happening in Africa
New community radio station, Sunshine Radio, reaches out to the Western Cape
Sunshine Radio, 100.6FM, is a new community radio station, targeting 35+ audiences in the West Coast, Swartland and Cape Metropole, from its locations in Yzerfontein and Riebeek Kasteel. One of its founders, well-known radio personality Allan Barnard, says, “The station has a selection of well-known presenters with big personalities who have cut their teeth at some of South Africa’s best-loved stations, as well as a few fresh new voices. We hope to fill the airwaves with the most memorable and entertaining radio, which includes up-to-the-minute news and actuality to complement our music programming.” GM, Elmarie Mostert, adds that its broadcast reach extends to a combined region of more than 100,000km² that is home to almost two million unique and diverse listeners.
“From Vredenburg to Langebaan, Blouberg to Malmesbury, Stellenbosch to Wolseley and Somerset West to Cape Town CBD, the station will always be there to keep listeners company.” Mostert hopes to build strong relationships with advertisers and sponsors. “We hope to shake up the Western Cape radio landscape, delivering a unique audience to our sponsors and clients via the airwaves and the web. Our advertising rates are affordable and fair and we have some exciting launch packages and long-term deals. The first advertisers on board now will get preferential deals in the future.” For more information, go to www.sunshineradio.co.za.
About Get Set Go Media
At Get Set Go we specialise in planning and implementing media campaigns that align with your brand strategy. Our advertising reach spans across TV, Radio, Newspaper and Magazine media in Namibia, Botswana, Lesotho, Swaziland, Angola, Mozambique and Zambia. Some of the services we offer include media strategy, media buying, proof of flighting and research on the media landscape. Our team partners with local media agencies in South Africa and take care of the entire media buying process for them. If you are a media owner or a client, we would love to hear from you!