Engen Primax Unleaded Offers Motorists The Best Of Both Worlds
November 13, 2012
November marks the highly anticipated launch of Engen Primax Unleaded, petrol anticipated to shake up the fuel industry by offering motorists two key benefits – performance and fuel economy – in one.
The fuel launch follows market research conducted by Engen, which found that petrol motorists were tired of choosing between fuels with only one benefit.
“In the past, motorists would have to choose Brand A’s economical petrol or Brand B’s performance petrol,” said Lesley McDonough, Engen Group Brand Manager. “Engen Primax Unleaded offers the consumer state-of-the-art detergency, superior performance and improved driving economy in one complete package.”
The fuel launch is supported by a far-reaching advertising campaign produced by Draftfcb Cape Town. View the 30 second commercial plus a longer 70 second version at these links:
"It’s hard to imagine what Engen Primax Unleaded does to a car engine,” said Mike Barnwell, Executive Creative Director at Draftfcb Cape Town. “So we decided to explain with the help of a little demonstration.”
“To show off the two key benefits of Engen Primax Unleaded, we decided to create a hybrid car with a difference,” added Aaron Harris, Creative Director at Draftfcb Cape Town. “The result is a vehicle that has the V6 engine of a performance car with the frugal fuel tank of an economy car.”
The resulting TV commercial, which aired across a variety of channels on November 11, features a team of technicians cutting two cars in half and reassembling them into a single vehicle that combines the best of both - with the front of a performance car and the rear of an economical runaround.
“There was never any question about us creating the car for real. We all agreed that the car had to be fully functional,” said Mike Barnwell. “We’re planning to take the hybrid car on a cross-country tour, making appearances at Engen forecourts and motor shows across South Africa.”
Vodacom Summer Blitz ‘Nice’, ‘Twice’
November 7, 2012
‘If it’s nice, then you get it twice’ is Vodacom’s mantra for its 2012 summer blitz which will doubleTalk, SMS & Internet purchases made during 1 Nov – 14 Dec. The promotion also offers double your million with Vodacom Millionaires, double deals and double entertainment.
While remaining true to the company’s over-arching promise of ‘Power to You’, the promotion is a major component of Vodacom’s intention to give customers more this summer.
The creative team from Vodacom’s long-standing marketing partner, Draftfcb Johannesburg, interpreted ‘more’ as ‘double’.
Comprising Brett Morris, Erin Brooks, Napoleon Masinga, Innocent Mukheli and Collette Wasielewski, the team gives meaning to the concept in a South African-spiced television commercial following the life of Mrs Reddy, an Indian mother who became obsessed with doing things in doubles after the birth of her twin boys.
The over-riding take-out from the fast-paced spot is ‘If it’s nice, then you have to do it twice’. It’s given extra appeal and memorability by the agency’s use of worldwide hit and YouTube phenomenon, ‘Gangnam Style’ from South Korean rapper, PSY.
Setting the scene for the ‘Double Your Summer’ initiative, the ad is just one element of a 360° campaign seamlessly delivering the message nationally. Utilising out-of-home, radio, print, digital and activations, it kicked off on November 1.
View the TVC here: http://www.youtube.com/user/VODACOMTV?v=DB-KbvKcHkI.
Most Astounding Sight Of 2012? Rugger Buggers In Pink
November 6, 2012
One of the most astounding campaigns of 2012 has to be the Bulls’ ’Get Your Pink On’, a campaign that demonstrated how a questionable change can be turned into good fortune with just a little lateral thinking.
Key sponsor Puma, which has a long-term deal to supply full technical kit to both the Blue Bulls and Bulls teams and is the official distributor of the teams’ match replica gear, unveiled a shocking pink and purple away jersey at the start of the 2012 Super Rugby season.
Supposedly inspired by the purple Jacaranda trees that characterise the Bulls’ hometown of Pretoria, the colour marked a significant image shift for the Bulls. In addition, the dramatic ‘smash’ design taking its lead from the phrase ‘bull in a china shop’ expressed the Bulls’ powerful playing style.
Fans either loved or hated the new shirt, and even those that loved it were a little taken back when Bulls management decided the team would adopt the away jersey for all matches.
The Bulls required a campaign to fill the Loftus Versveld stadium to maximum capacity (51 762 seats) for the derby against the Stormers.
When it suggested to advertising and communications partner, Swipe, that the pink jersey be the focus of the campaign, the agency immediately saw the benefit, agreeing that the Bulls teams with the Cancer Association of South Africa (CANSA) and fans be challenged to turn Loftus pink.
The Bulls’ 'Get your Pink on' CANSA initiative was launched in press, radio and online as well as at http://www.getyourpinkon.co.za to create hype, to give people a reason to get behind the pink jersey, to go to the game at Loftus, and also to give them the opportunity to make donations toward this worthy cause.
To activate the campaign on the ground, CANSA provided a mobile health unit for clinical breast exams and skin examinations and ticket holders attending games at Loftus could also get their heads sprayed in pink or blue, white and black at ‘Sprayathon” stations inside the stadium.
The Bulls’ main sponsor, Vodacom, also promised to donate R20 000 for every try scored by the Bulls against the Stormers on the day.
‘Get your Pink On’ filled all 51 762 seats and raised a total of R501 920 for CANSA on the day of the match.
But the campaign has had residual impact, too. The number of women attending games has increased dramatically, and sales of the new pink jersey – at R599 – have outstripped those of the traditional blue.
“Often, it’s the simplest ideas that grab the public’s imagination and this was no exception. All we had to do was add the excitement, the sex appeal if you will, and the warm-hearted Bulls fans did the rest,” said Swipe managing director, Wimpie le Roux.
“I’d like to think that the idea of a ‘pink’ Loftus was one that never entered into anyone’s head, but it is a sight that many will treasure for many years to come.”
Hellocomputer scoops 10 accolades at the 2012 Bookmarks Awards.
November 4, 2012
Hellocomputer, one of South Africa’s most celebrated digital marketing agencies, performed impressively at the 2012 Bookmark Awards.
The agency was awarded with a total of 10 accolades across a variety of categories demonstrating its ability to deliver results-orientated creativity.
“The Bookmark Awards recognises work that is not only creatively commendable but is also accountable to performance. It’s a true testament of delivering value to our clients,” said Mark Tomlinson, Group Executive Creative Director. “We are happy with our showing on the night.”
Hellocomputer’s awards are:
Graphic Design, Illustration, Animation
Silver – Continental ‘Power of Stop’
Bronze – Hunters Dry ‘Urban Oasis’ Tour
Bronze – Adidas NEO ‘Weather Widget’
Microsites & Websites
Bronze – Toyota Etios ‘Smile Hub’
Bronze – Toyota Yaris ‘You set the Pace’
Bronze – Hyundai Accent
Social Media Campaigns
Bronze – Toyota Etios ‘Tweets for Sweets’
Integrated Digital Marketing/Campaigns
Bronze – Toyota Etios ‘Smile Hub’
Bronze – Toyota Yaris ‘You set the Pace’
Integrated / Mixed Media – Multi-Channel Retailer
Bronze – Toyota Etios ‘Here to make you smile’
Hellocomputer was acquired by Draftfcb South Africa earlier this year. The company now has over 80 staff across it offices in Cape Town and Johannesburg. For more from Hellocomputer please visit http://www.hellocomputer.com or follow the twitter handle @hellocomputer
Big Signing as Mokoena joins Draftfcb
November 1, 2012
Alistair Mokoena, previously head of Marketing at ABSA Retail & Business Bank, has joined Draftfcb Johannesburg as Managing Director.
Making the announcement, soccer mad Draftfcb CEO, John Dixon, said he regarded the signing of Mokoena as a ‘big signing’ for the agency, which has scored several other goals over the course of the year.
Most significant of these were the acquisition of leading digital agency, Hellocomputer, and winning The Top Brand Agency of the Year Award, which recognises the creative agencies behind the big brands in the Sunday Times Top Brands Survey.
Mokoena has a blue chip academic background – he has a Bcom LLB from Rhodes University; completed the Management Development Programme at UCT Graduate School of business; is a Chartered Marketer and is currently reading for an MBA.
His hands-on marketing experience is equally impressive, having contributed to brands like Skip, Ponds, Shield and Axe at Unilever; some of the most important brands at Tiger Brands as a senior brand manager; Castle Milk Stout as brand manager and international premium brands as marketing manager at SAB Miller; and the gum and candy portfolio as marketing director at Cadbury.
Mokoena joined ABSA in December 2011 after a stint as an entrepreneur and marketing consultancy to a wide range of government and commercial brands.
“It gave me immense pleasure to inform Draftfcb employees and clients about our great new addition to the senior leadership team,” said Dixon.
“Alistair's blue chip marketing experience brings a diverse and interesting perspective to the current management team at Draftfcb, and by extension to its clients.
“However, as impressed as the Draftfcb Exco was with Alistair's experience, what really attracted us to him was the values he shared with us and his desire to be great.
“Alistair may have a business brain, but he has a creative soul. Like us, he is passionate about communication that talks to all South Africans and believes in the power of creativity to change the world.”
Mokoena’s appointment is effective on November 1. In addition to his role as Managing Director of the biggest agency in the Draftfcb group, he takes on responsibility for its retail arm, Swipe, and specialist agency, 1886.