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Posterscope South Africa holds 'Future Defining Themes of OOH' conference

The functions of out of home (OOH) touchpoints are rapidly changing, moving from driving awareness across audiences to purchasing products. OOH is at the beginning of a revolutionary change as disruptive forces, including consumer media habits, advertiser demands and technological advances, change the medium.
OOH is moving from a static medium to one that targets the consumer based on their location, says MD Posterscope South Africa, Bruce Burgess. He was addressing delegates at Posterscope’s Future Defining Themes of OOH Conference held at the Venue Green Park in Sandton.
Location is the common currency, adds Nick Halas, Head of Futures for Posterscope UK. “It is a key thread and has been called the marketing vital frontier by Forbes. By the end of 2019, nearly 50% of spend in all channels will have a location filter.”
“Previously understanding location and the physical geography was important, but we are not marketing to the environment, but to the people so we need to understand who these people are,” he says.
“With location data reaching critical mass, consumers are providing breadcrumbs of data and it’s the role of the out of home agency to string the breadcrumbs together to be more relevant to clients and consumers,” says Burgess.
OOH can use this data to optimise the performance of OOH throughout the OOH conversation journey. “This allows us to predict where to place OOH campaigns, as well as to understand what is happening in selected locations, showing the profiles of consumers in that environment and then delivering an effective OOH campaign to that target audience.”
Halas says it is about reaching the consumer at the right place with the right content. Here the delivery of dynamic content is pivotal.
“Content delivery is evolving from simple to complex, to include integrating day parts, location-based messaging, weather triggered, social amplification, countdown mechanic, multiple sequential messaging, and sales data driven,” he says.
Integrated location planning is gaining momentum. “Defined as considering the whole marketing mix, it requires you to think differently on how OOH can integrate and converge with other mediums,” he says.
Burgess says digitisation and technology are providing OOH with creative solutions, and this is changing how it can integrate with the other mediums. “The implications for clients is enormous as we can continually improve on the ROI of our clients’ communication spend, giving clients what they want – that is to deliver on their profit target.”
At the same time the OOH medium must deliver the creative executions consumers want. “Consumers vote with their wallets and if we give them creativity, they will give the client profits.”
What it all adds up to, he says, is increasing the medium’s spend. “For the past three years OOH spend has remained unchanged at 11%. With this new world, we can change this figure, upwards.”

South African Tourism to Unveil Giant Vending Machine Experience

South African Tourism is to launch a new experiential campaign featuring a giant vending machine in London tomorrow (24 February).

The stunt has been designed to promote the value for money South Africa can offer British holidaymakers. It will land in Waterloo for two days from tomorrow and is set to relocate to King’s Cross from 1-2 March.

The interactive vending machine will quiz players on the cost of experiences available in South Africa, with multiple choice answers provided.

The prizes, which will be dispensed regardless of whether the consumer got the answer right, have all been designed to showcase the diversity of experiences available in the country, and include biltong, a surfboard and an inflatable kayak.

Additionally, every passer-by that interacts with the machine will be entered into a competition to win a pair of flights to South Africa, courtesy of South African Airways.

Developed with agency BD Network, the activation aims to showcase the ‘favourable’ present exchange rate between the pound and rand. A social media campaign using the hashtag #RollingInRands will amplify the experience.

Tolene van der Merwe, UK Country Manager for South African Tourism, said: “We’re investing in this campaign to demonstrate just how much further your money goes. When on holiday in the country, you really are more valued in South Africa.”

Via: Event Magazine 

FCB's Giant Eco-Civic Project would Create a South African Flag Visible from Space

FCB South Africa is running an idea up the flagpole. A really big idea. In fact, the idea is ginormous. And its main component is a South African flag so large, it will be visible from space, 30 miles above the Earth.

The Giant Flag project was put in motion last month by Guy Lieberman, the agency’s head of green and social new business development. The initiative is ultimately designed to foster national pride, improve the lives of people in need and make a lasting impact on South Africa’s economy and environment.

The proposed flag will measure 66 hectares—about the size of 66 soccer fields. Its red, green, blue and gold sections will consist of millions of cacti and succulent plants that can thrive in the semi-arid Karoo region, offsetting some 90,000 tons of carbon emissions annually. Solar panels designed to power the equivalent of 4,000 homes will make up the flag’s triangular black patch. (They will also “harvest” rainwater to feed the flag’s living components.) The white areas will be access roads.

The project will provide more than 700 jobs in Camdeboo Municipality, where the unemployment runs over 40 percent, and support tourism, hospitality and various enterprises over the long haul. Moreover, Lieberman says, it will serve as a symbol of hope, cooperation and sustainable growth for South Africa and beyond.

Lieberman drew his inspiration from the 2010 FIFA World Cup in South Africa, noting “the nation’s huge emotional response to our flag.” After the World Cup, FCB launched the much-praised “Keep Flying” campaign to encourage the nation to maintain its momentum.

Crowdfunding and corporate efforts are under way. All told, it will cost about $20 million, with $2 million being the threshold to begin the massive germination project, followed by clearing the land, fencing off the site, building roads and constructing the solar field.

What’s more, South Africa’s Department of Environmental Affairs is lending its support, and corporate sponsors such as Google and Toyota “have come on board because they see the value this will have on the nation, as well as on their brand,” Lieberman says. “It also speaks to their commitment to game-changing initiatives, and in this sense the Giant Flag is not tied to any one nation—it is global.”

Via: AdWeek

Sprite's 'Bill the Billboard' Keeps Drivers Entertained by Cracking Endless Jokes

Ogilvy Kenya recently put up “Bill the Billboard” at a busy intersection in Nairobi, and programmed him to endlessly crack jokes.

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Via: Adweek

Coca-Cola Tests Wi-Fi Vending Machines

Coca-Cola is availing itself of the growing trend toward Wi-Fi use by smartphone owners with a new strategy to enable wireless connectivity through its branded vending machines.
The Wi-Fi-enabled vending machines are being tested by Coca-Cola and British Telecom in two communities in South Africa. The strategy is the latest example of how Coca-Cola continues to lead the way in mobile marketing by coming up with clever ways to tie its brand to consumers’ love of their smartphones.
Community support
The goal of the new vending machine program is to provide free Wi-Fi to nearby students to increase their knowledge through online research as well as to entrepreneurs and small business owners so they can manage some of their business aspects online.
Coca-Cola previously leveraged mobile payments to simplify purchasing a beverage from one of its vending machines.
The Wi-Fi vending machines are located in Umtata and Nelspruit. They are the result of a partnership between Coca-Cola South Africa, bottling partner Coca-Cola Fortune and BT Global Services.
Coca-Cola is installing the coolers while BT is providing design and support, connectivity and Internet access, as well as business training.
Both vending machines are located in popular areas that see a lot of foot traffic so that the local population can combine day-to-day activities with the opportunity to access the Internet.
No purchase is required to access the Wi-Fi.
Both companies hope to extend the project and install Wi-Fi coolers in various parts of South Africa.
Wi-Fi growth
A recent report from Adobe revealed that over 50 percent of smartphone browsing and 93 percent of tablet browsing now come from Wi-Fi rather than cellular networks.
The trend toward Wi-Fi is expected to continue as Wi-Fi becomes more widely available and high data prices on mobile networks persist.

Wrigley’s Coffee Cup Sleeve gives Customers Clean Teeth on the Go

South African coffee seller,Seattle Coffee Co. has teamed up Wrigley’s Orbit gum to help customers start the day energized and fresh, ready to face whatever challenges arise.
With the help of South African advertising agency DDB and design studio Tag 8, Seattle Coffee Co is adding new coffee cup sleeves with individual samples of Orbit’s gum. The campaign, exclusive to South Africa, is called “Coffee On The Go, Clean Teeth On The Go.” Through this direct-marketing technique, Wrigley is trying to bridge the gap between coffee drinkers and gum chewers.
The design by Tag 8 features the gum integrated directly into the sleeve, with a doodle of a man reaching for it with one hand, a cup of coffee in the other. The concept also makes the combination of the gum and coffee less jarring, since it can be handed off to a customer singlehandedly, rather than adding it later just for the sample to be forgotten or lost in a bag or pocket.
Via: psfk

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