The 2014 FIFA World Cup Promotion Fires Up.

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The 2014 FIFA World Cup is upon us. Cue the onslaught of promotional campaigns created by its official partners, sponsors, and those hoping to attract some eyeballs from the association with the world’s biggest spectacle. In addition to this, the sports brands engage in a creative arms race to draw the most value possible out of the world cup, which invariably means that there is some exciting content out there. Let’s get into it.

Nike landed a creative one-two combo with the epic ‘Winner Stays’ ad, which follows on from its inspiring ‘Risk Everything’ adverts released two months ago. The Risk Everything campaign will definitely appeal to football star in everyone and will make you want to put on your technicolour boots and score some goals, or at least try to. It must be said that the “Winner Stays” adverts bear some similarity to Adidas’ Jose+10 campaign from Germany 2006. “See Winner Stays On” below.

 

The campaign also features real world “Winner Stays On” football tournaments in which participants can win the crown as the best in their city.

Screen Shot 2014-05-30 at 8.29.28 PMNike doing well as always in terms of integrated campaigns.

Adidas, not to be outdone, have released ‘The Dream’, which continues their “All In” brand messaging. The German apparell have chosen to keep it almost entirely social, the ad leading to the website which provides one with the option to follow the action online.

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Just because it isn’t as integrated doesn’t make it any less cool, the massive World Cup is a great opportunity to build a long term online audience, adidas clearly taking advantage of this.

That’s not all though. The last World Cup had a lot of controversy centered around the Jabulani ball. This time, the adidas team chose take the negative and turn it into a strategic advantage by giving the Brazuca its very own campaign. Great strategic move here as this is the one area Nike cannot compete with adidas on as the Germans are official match ball partners. Check out their Brazuca ad below:

https://www.youtube.com/watch?v=PImQsVsXCrI

We did say adidas are doing the social thing good right? The ball even tweets!

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All in all, some really inspiring work by all involved. Judging by these two brands, Brazil looks  set to be a cracker, especially since its the spiritual home of football. We’ll be sure to bring you more World Cup brand goodies over the coming weeks, so stay tuned.

Analytics & The Power Of Data

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We recently came across an old article with an interesting anecdote on how American retail chain Target figured out a teen girl was pregnant before her father did. It led to a number of questions relating to the power of big data and how organisations are using purchase information to pre-empt users needs.

Here’s a fun info video from the folks at fliptop about the power of Big Data & it makes for interesting viewing. One interesting thing to note are its applications beyond marketing as you will see in the video below.

- The Mononym.

Twitter Roll New Profiles Out

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Tech media portal Mashable recently reported on the possible changes to profile layouts on twitter, and it seems the world’s most popular microblog have started rolling out these changes en masse.

We think it really mimics Facebook, not only in look but also functionality. Users will have their most engaged tweets highlighted and much like Facebook are able to pin tweets to the top of their feed. While many aren’t yet able to tag users in tweetpics, we’re told this will roll out soon as well. While its great to see innovation, it would interesting to hear what Twitter’s official comment on this is, especially since it seems like two are the worlds biggest social networks are converging.

Interesting.

The Mononym.

Gogo’s response to Justine Sacco’s tweet.

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Social Networks recently erupted into a frenzy over a controversial tweet made by IAC’s PR Chief Justine Sacco. Sacco was boarding a flight when she tweeted the following:

IAC's PR Chief Apparently Tweeted a Bizarrely Tasteless Joke About AIDS and Africa  Adweek 2013-12-21 09-58-23

 

The entire story with updates can be found on Adweek but for the purpose of this post we will focus on Gogo airlines’ response to Ms Sacco:

Real-Time Marketing Hits New Low, Starring Gogo and Justine Sacco - Jason Del Rey - News - AllThingsD 2013-12-21 09-48-41

While we commend the Gogo team for their speed, one cannot help but think that this attempt at gaining publicity was in poor taste.

 

As illustrated in one of our previous posts about Mila Kunis & Chris Stark, real time brand responses can be great opportunities for brands to create good will. That being said, individuals handling the brand’s social media efforts should be careful not to make light of serious situations such as the one illustrated above. It makes them come off as opportunistic and lacking empathy.

Update: The Domain JustineSacco.com has been registered and redirects to the AID for Africa donation tab on that website – a much better attempt at ‘real-time’ marketing.

see below:

JustineSacco.com  not associated with Aid for Africa; but you should be. 2013-12-21 10-37-16

The Mononym.

 

 

Woolworths Tribute To Nelson Mandela

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Of the all the Brands that gave tribute to Nelson Mandela, Woolworths seemed to be closest to getting it right. However this is a double edged sword, if one considers the sweeping shots and the production effort that went into this one begins to wonder how much of this was heartfelt and how much was for the sake of publicity. Let this not take away from it being a great effort.

Infographic: The Evolution Of Social Media

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The Hootsuite team recently celebrated their 5th birthday with an infographic documenting changes in the social media over that period. Hootsuite is one of the world’s most recognised social media tools providing users the ability to schedule and monitor social accounts on a number of different social media platforms. Check them out here for more. The infographic is pretty insightful, plotting the rise of social media in what has been a few short years.

Check it out.

5 years of changes in social media.

5 years of changes in social media.

 

Follow the #Thanksfor5 tag on twitter for more.

The Mononym.

WWP Acquires Majority Stake in Cerebra

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WWP Acquires cerebra

Cerebra is proud to announce the sale of a majority stake in the business to leading global communications services company, WPP. The deal positions Cerebra perfectly to take advantage of the growing social media and social business opportunity within South Africa and across the continent.

Founded in 2006 headquartered in Johannesburg, and employing around 35 people, Cerebra is best known for building, engaging and activating brand communities for clients including Vodacom, Nedbank, Hollard, Absa, and Autopage.

The compamy will be positioned centrally within WPP to service partners across the group, and will help effect the roll out of social media and social business solutions across the African continent.

Congratulations to the team.

Volvo Dynamic Steering Or Epic Split?

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Volvo attempted to demonstrate the stability and precision of dynamic steering with Jean Claude Van Damme. Instead they demonstrated that Jean Claude Van Damme can do the splits anywhere.

Does the content overshadow the brand in this?

It raises an interesting question for Brands like Nando’s, is their advertising so good that people are becoming bigger consumers of their Brand Communication rather than their products?

Interesting.

 

 

Big brands changing the youth marketing landscape

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Blackberry Messenger

For the fourth year in a row, BlackBerry took home top honours in the 2013 Student Village Makoya Youth Awards after winning The REAL MAKOYA award. This award is given to the brand that demonstrated the most successful 360 degree (multiple channels) youth campaign in 2013.

In 2013, BlackBerry cleverly developed a number of channels in support of its incredible music mentorship programme. This programme culminated in students from various universities countrywide being given the opportunity to be mentored by music sensation, Khuli Chana, with the winning finalists getting the opportunity to go into a studio with Khuli himself, to produce their very own singles.

Student Village CEO Ronen Aires says: “The BlackBerry brand has definitely asserted their dominance in the South African student market. This is why this year it is once again the smartphone of choice for this market. This is a brand that consistently demonstrates what it means to be part of the ‘conversation’ with young people, as well as developing a richer and deeper brand experience year on year. With a youth market that has higher expectations than ever – in terms of the experience and messages they expect from brand – it isn’t easy being the REAL Makoya!”

The Student Village Makoya Youth Awards are based on research conducted nationwide amongst over 1000 students via campus surveys and focus groups. The award nominations cover a number of areas that include media, marketing activations, social media and graduate recruitment. The brands and activations are chosen by the students themselves, and are based on what campaigns they felt really stood out for them over the year. “While the awards are not limited to campus activations, most of the winners are linked to campus and this is no surprise considering that it is the place where students spend most of their time,” adds Aires.

“The Makoya Youth Awards are growing from strength to strength with a number of new brands being recognised for their work with the youth. These awards certainly showcase the strong focus that is being placed on youth marketing locally and the race to win this market over,” continues Aires.

The nominees and winners in each of the 9 award categories available were announced at a breakfast event at Country Club Johannesburg in Woodmead on Tuesday, 5th November 2013, with a summary of the winners as follows:

 

· Best Graduate Recruitment Campaign went to Unilever for their perfect mix of brand experience and creative platforms with career fairs, lecture presentations, give aways, print and campus publication advertising, use of social media & reps on campus across the country.
· Most Aspirational Graduate Employer went to Anglo American for the second year in a row as a result of their BLAST (Building Leaders and Shaping Talent) programme
· The OMG! Award went to Mountain Dew for its Dew Tour Bootcamp
· The Eye Catcher Award was snatched by Estee Lauder for its Pleasures Eau Fraiche Love Locks campaign
· The Out the Box Award went to Red Bull once again this year for an ongoing campaign that looked at funky, intriguing activations varying in nature – such as the Redbull Soundcar and Skateramp
· The WTF Award, for the most well… provocative campaign on campus, was awarded to Axe for its ever so ‘out there’ Axe Apollo campaign
· The campaign with the biggest social conscience – which is given to the brand whose activation mobilised students to give back to community and not benefit the brand directly – went to 5 FM’s Young Blood campaign

 

· And last but certainly not least, the Social Media Superstar Award was given to Miller Genuine Draft for its 2 Chainz campaign.

Aires says that “today brands are starting to realise the value of the youth market far more, by going above and beyond their creative limits to ensure they are engaging students with hip and relevant content and opportunities.”

The OMG! and WTF? Awards are designed to highlight a brand’s ability to make an impression and be controversial or provocative. With Mountain Dew’s Dew Tour Boot camp it definitely made an impression on campus – bringing action sports such as BMX and skating to campus. Likewise, Axe really took flight – literally – by offering students the chance to win a trip to space with an activation that saw its sexy and provocative AXE Space Academy technicians take to campuses and O-week parties around the country.

“Aptly the Out of the Box Award, saw Red Bull delighting and surprising students by popping up on campuses doing unexpected and, many times, extreme activities such as; starting an instant party with their soundcar and erecting a skate ramp in the parking lot with skaters demonstrating some mad tricks, to name a few.”

“With four new winning contenders in this year’s awards, including; Miller Genuine Draft, Mountain Dew and 5FM’s Youngblood 5 campaign – there is no doubt that brands are becoming highly competitive in the youth market. The key is to entice and capturing audiences through actively involving them in exciting, interactive and age-relevant activities that speak directly to them emotively,” continued Aires.

Lastly, Pleasures won the Eye Catcher Award for bringing ‘love’ to campus and did it by using love locks. Students were able to write their and their loved ones’ names on padlocks, lock them on a fence and throw away the key. Students were also treated to a pampering of the senses including; smell where Pleasures fragrances were sampled, taste, where students received sweets to delight the tastebuds, sound, where romantic music was played at the events, and sight – an eye catching area that was emotive and connected.

“This year’s awards demonstrated how students are expecting more in terms of experiential activations, but are only clearly connecting with brands that actually speak directly to what’s hot and trendy, as well as brands that connect emotively with them.”

“There is no doubt that brands need to continue to recognise this constantly changing and evolving environment” concludes Aires.

Loeries 2013: Integrated Campaign Winners

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Our favourite category at the Loeries is undoubtedly the integrated campaigns category. A interesting place where one often finds creative use of media in addition to great creative concept. The Teams favourite campaigns often come from this category as it shows the possibilities that come about if a media neutral stance is taken. Often, having no bias to any form of medium can lead to unique opportunities at bringing brand communication to life – Captured rather well with Native’s Exchange campaign.

Native was the first of three agencies to scoop a silver Loerie in the integrated campaign category for its ‘Exchange’ concept.

Black River FC also won silver in the integrated campaign category for the ‘Why We insure Women’ campaign. A provocative series of print, television and radio adverts which showed the perils of testosterone-fueled behaviour

Ogilvy CPT brought social media innovation to the table with the Volkswagen Street Quest challenge. A clever competition which had VW’s Facebook followers find as many Volkswagens as possible on South African streets using Google Street View in a custom-designed gaming interface.

The game was played over four weeks and the player with the most Pins each week qualified for the Grand Final — a live playoff in which finalists competed for prizes worth R50 000.

All in all great work.

Three Thumbs Up!

Amstel Lager puts their new ad in the hands of consumers. Literally.

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To celebrate the success of their new TV ad, “The Chef”, Amstel Lager is giving consumers a chance to enjoy it like never before. Turning the logo on the Amstel bottle into an augmented reality reader, consumers can now enjoy the ad and their favourite beer at the same time – creating a whole new viewing experience.  

To watch the TV ad, “The Chef” on an Amstel Lager bottle, consumers need to download the Aurasma App from the App Store onto their smartphone and launch the app. They must then click on the Aurasma icon, search for “Amstel Lager” and follow the channel. After clicking on the viewfinder, all they have to do is hold their phones in front of the logo and the TV ad will play. In fact, it works with any Amstel logo not just the bottle. So no matter where they are or what they are doing, if there is an Amstel logo nearby, consumers can enjoy “The Chef”.

“We were very excited about “The Chef” and wanted to share it with as many people as possible,” says Diederik Vos, Marketing Manager. “We felt the augmented reality application was very innovative, and loved the idea that our consumers are able to enjoy our new TV at the same time they enjoy our beer.”

 

Co Branding: Kit Kat and Google’s Sweet Deal

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Google has ended months of online speculation about the name of the latest version of its Android mobile operating system by revealing it will be called ‘AndroidKitKat’, after Nestlé’s popular chocolate and wafer confectionery.

The creators of the world’s most popular mobile platform have teamed up with the world’s biggest food and beverage company to name the next release of the platform ‘Android KitKat’.

Android has been developed by the company’s engineers under sweet-themed names ever since the release of Android Cupcake in 2009 and continuing in alphabetical order until the most recent version, Android Jelly Bean.

The news that the letter ‘K’ will be dedicated to Nestlé’s KitKat will surprise most technology commentators, who had widely thought the latest version would be ‘Android Key Lime Pie’.

“We couldn’t imagine a better name for our Android K release than the tasty chocolate that’s been a favourite among the team since the early days of Android,” said Marc Vanlerberghe, Director of Android Marketing.

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“We’re excited to announce this partnership with Android, the world’s most popular mobile platform, which will help us to enable even more KitKat fans to enjoy their break,” said Patrice Bula, Nestlé’s Head of Marketing.“KitKat is one of the world’s top ten fast-moving consumer goods brands in social media in terms of fan numbers and engagement,” he continued. “We continue to build on its strong digital presence with interactive, creative branding campaigns.”

To mark the release of Android KitKat, more than 50 million specially branded KitKat bars will be available in 19 countries including Australia, Brazil, Germany, India, Japan, Dubai, Russia, the United Kingdom and the United States.

The packs will lead consumers to the website android.com/kitkat where they will have the opportunity to win prizes including a limited number of Google Nexus 7 tablets, and credits to spend in Google Play, Google’s online store for apps, games, music, movies, books and more.

A small number of Android robot-shaped KitKat bars will also be offered as prizes in selected markets.

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Nestlé’s branding partnership with Google is the company’s latest move in its ambition to leverage digital technology and online content to get closer to its consumers to better understand and cater to their preferences.

Earlier this year, Nestlé acquired its first-ever piece of online content property, the Petfinder website in the United States. The online database, which links prospective adopters with adoptable pets, is visited by more than 100 million pet-lovers annually.

Brand South Africa Appoints New Agency

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Brand South Africa Announces New Agency

Brand South Africa Announces New Agency

Johannesburg, 30 August 2013 - Brand South Africa is pleased to announce that McCann Worldgroup has been appointed as its through-the-line advertising agency following a rigorous selection process during which proposals were considered from five short-listed companies.

The selection process conformed to Brand South Africa’s tender processes, which was facilitated by Yardstick.

Agencies were asked to submit proposals in April 2013 and were assessed on their familiarity with nation brand development and the role of reputation management in enhancing competitive identity. They were further assessed on their ability to deliver on Brand South Africa’s strategic priorities. Their compliance with BEE legislation, corporate governance and overall reputation were also factored into the selection process.

McCann Worldgroup will be responsible for conceptualising and developing brand strategies and campaigns that will enhance the nation’s reputation. Additionally, the agency will be responsible for media planning and buying. All campaigns will be aimed at positioning South Africa among the top 20 global nations.

“We congratulate McCann on their successful pitch and we look forward to a rewarding relationship with them as we build our nation brand both domestically and internationally,” said Brand South Africa CEO, Miller Matola.

Speaking about the appointment of McCann by Brand South Africa, Managing director, Karabo Denalane said, “McCann could not be more delighted with this appointment. On the dawn of 20 years of democracy, we have been given an opportunity to increase awareness of our nation brand in key international markets, to shape the reputation of our country, and to build pride and patriotism within each and every South African. What an honour and a privilege!”

McCann Worldgroup will take over from the current agency, Publicis, effective 1 September 2013

Apple’s New Mac Ad Aims To Score Big At The Box Office

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You’re forgiven for thinking its a trailer to a new Hollywood blockbuster but yesterday Apple published the cinema ad for the forthcoming Mac Pro on Youtube. The advertisement powerfully showcases what looks to be a major departure in design from Macs of old.

Check out the video:

 

Infographic : Building Engaged Audiences

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We believe the Holy Grail of Brand Building is creating thriving  communities around your brand. Think about it,pop culture has many examples: there are Trekkies, Dr Whovians and Otaku – all powerful communities who owe their existence to entertainment brands.While our goal isn’t to create obsession, we do want the people that consume our brand to believe that our Brand Story is inseparable from their own, in other words, resonate.

The first step to creating communities is building audiences, something that’s become much harder in a world of byte size instant gratification. Want to build an audience?

Here’s a starting point that helped us, courtesy of Mashable.

How To Build An Audience


A MAZE. / Johannesburg –2nd International Media & Games Festival in Africa

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A MAZE./INTERACT

After the successful kick off in 2012, A MAZE  is back in Johannesburg from Thursday 5 to Saturday 7 of September, 2013.

With more than thirty international and African artists, game designers, speakers and musicians showcasing their craft, A MAZE. / Johannesburg brings computer games, music and media art to the public in a dynamic, interactive and fun-filled 3-day event.

A MAZE. / Johannesburg will use public spaces across Braamfontein bringing games and media art expression to the public unexpected and memorable ways.

A MAZE./INTERACT

The goal of A MAZE. is to create an annual evolving international platform for African and European media artists and game developers. The festival opens up a playground for everyone who wants to experience creative expression with code, play and technology. A MAZE. / Johannesburg provides a three day program packed with lectures, panel discussions, indie games, interactive installations, street games, workshops, concerts and parties.

Since its inception in Europe in 2008, A MAZE. has been celebrating the convergence of games, art and technology across Europe, with the HQ being based in Berlin.

A MAZE. / Johannesburg 2013 is presented in partnership with the Digital Arts Department of the University of the Witwatersrand, and in cooperation with the Goethe-Institut in Johannesburg.  The event is co-funded by the European Union Network of Institutes of Culture (EUNIC).

The founder of A MAZE. and Festival Director Thorsten S. Wiedemann says: “We are more than happy to announce that A MAZE. / Johannesburg has secured a partnership with the Digital Arts Department of the University of the Witwatersrand for the next 4 years. This strong relationship between an academic institution and an international label guarantees sustainability and visibility world-wide. This year we are welcoming artists, game developers, forward thinkers, entrepreneurs, nerds and geeks from all over Africa and Europe to share their knowledge and visions about games, art and technology. A MAZE. /Johannesburg is a public festival of creativity and progressive culture.”

A MAZE./INTERACT

Artists who will be featured at A MAZE. /Johannesburg 2013 include:

Rami Ismail, game designer from the Netherlands; Chief Nyameya, game designer from Kenya; Sameh Al Tawil, media artist and researcher from Egypt; Tegan Bristow, media artist and researcher from South Africa; Joao Orecchia, musician and sound artist from South Africa; Sos Sosowski, game designer from Poland; SFA, animation artists from Germany; John Kevin Biretwa, digital entrepreneur from Uganda; Oluseye Soyode-Johnson, game consultant from Nigeria; Evan Greenwood, game designer from South Africa

Please find more information about the program and the locations of A MAZE. / Johannesburg at www.amaze-interact.co.za. (Program will be available from 19 of August.)

Viral : From One Second To The Next

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American telecommunications company AT&T recently embarked on a campaign against texting and Driving titled ‘It Can Wait’.

The campaign generally aims to curb texting and driving through calling the general public to take a pledge online. Additionally, people can share their thoughts on texting and driving using the #itcanwait tag. The heart wrenching campaign features a 34 minute documentary shot by Werner Herzog, and seems to continue the recent trend of telling real stories affecting real people in order to resonate, much like Dove’s real beauty sketches campaign.

One notable difference to this campaign however is the solution in the form of AT&T’s drive mode app, which auto responds to calls and texts on behalf of the phone owner if they’re responsible not to do so themselves. A real solution to a real problem, unlike awareness campaigns we’re used to.

Three Thumbs Up

- The Mononym.

 

 

Case Study: VW Brazil Zoom Campaign

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In 2011, BBDO Brazil created this groundbreaking Twitter Zoom Campaign for VW Fox. To date we’ve seen a number of campaigns using social media and location based services to unlock some form of gratification, few have been as brilliant, so we thought we’d take you back to one of the first. Check out the video and tell us what you think.

Three Thumbs Up!

- The Mononym.

 

Honda Tribute To Ayrton Senna: The Power Of Dreams

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Honda recently paid tribute to Ayrton Senna by using light and sound to replicate one of Senna’s most legendary races at Suzuka circuit.

A novel idea that salutes an icon and lives the Honda ‘Power Of Dreams’ promise – that anything is achievable with pure ingenuity. A great example of how relevant communication resonates and easily achieves desired amplification, something a press release cannot do.

Three Thumbs Up

- The Mononym

Case Study: Droga5, Microsoft Bing & Pop Culture Power

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The Mononym team lives on the principle of sound fundamentals. This dictates that regardless of what brand communication tools and channels are available to us, one (obvious) thing holds true: we are communicating with fellow human beings.

It means narrative, context and emotional buy-in are important elements required to achieve positive brand equity. Essentially we are showing fellow human beings where our brand fits into their story. Some do it well, others not so much. Most times some boxes are ticked, but not all. So we’ve decided to highlight some campaigns where agencies and brands have got it totally right, to show you the power of a great ideas.

Hopefully they will inspire you like they inspire us.

We leave you with an oldie but a goodie, Droga5′s work for Microsoft Bing.

- The Mononym.

Best Royal Birth Ad: Carling It’s A Boy

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Unless you’ve adopted the Amish way of life, you’re probably well aware of the British Royal birth which took place recently. Naturally, as with any event of importance (depending on your opinion), there will be brands that take advantage of these golden opportunities to amplify or reinforce connections to the services or products they provide.

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The Mononym team undertook the thankless task of finding the best Royal Birth related brand communication and needless to say, it was rather interesting. While wading through the litany of adverts we came across the obvious ones where bakeries advertised buns in the oven and courier companies showed special deliveries.

bun-is-done-hed-2013

One ad however stood head and shoulders above the rest in terms of Brand Communication relating to this event and it came from a very unlikely source, Carling, a beer company.

The connection between the birth and beer is non existent we admit, but we admire how Carling approached the subject matter in a unique way relevant to its target audience. This approach invariably allowed the brand to cut through the clutter caused by all the other communication relating to this event. See the ad below.

What do you think?

We give it a three Thumbs up of course.

- The Mononym

 

Nando’s Walk The Fine Line Well With Ramadan Print Ad

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Creating communication around anything religious can often be a mine-field for brands. Often brand managers run the risk of spending a lot of money on campaigns that get pulled or court controversy, we’ve been in enough sticky situations to appreciate the Nando’s brand team’s ability to continuously make creative that gets people talking.

Even more commendable is the team’s ability to continuously do this in a way that is not gratuitous. A fine line indeed. Kudos to their agency for continuously creating quality product and a big up to brand for trusting agency with walking this communication tight rope.

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nando's share

Dove does it again with the ‘Camera Shy’ commercial.

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The follow up to the Titanium Grand Prix winning ‘Real Beauty Sketches’ campaign won Ogilvy London a Golden Lion for their efforts. A winning streak that illustrates how a strong brand promise can go a long way in informing great creative, no matter what continent one is on.

Three Thumbs Up.

- The Mononym.

Old Spice Respond To Nando’s

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Old Spice South Africa 2013-06-25 09-57-49

We recently brought your attention to Nando’s rendition of Old Spice’s The Man Your Man Could Smell Like campaign. Despite it being a new take on an old concept, Nando’s advert gained a fair amount of attention which,as with most Nando’s communication, was to be expected.

Old Spice South Africa 2013-06-25 09-56-59

Old Spice South Africa, not to be outdone by Nando’s, quickly shot back on social media with some clever word play and great artwork (note the TV set in the image above) – A reaction which had followers on social media commending the company’s creativity and mature response to Nando’s share meal campaign.

Old Spice South Africa 2013-06-25 09-56-09

Ultimately both companies came out on top, showing how great creative and quality execution goes a very long way.

Three Thumbs Up.

The Mononym.