free south africa trend report
TRANSCRIPT
T R E N D R E P O R TFEBRUARY EDITION | REGIONALCover Designed by Peter Vee
springleap source. research. co-create.
WELCOME
T A B L E O F C O N T E N T S
1.
INTRO
DUCTIO
N
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4
2.
BRAND
ACTIVIT
Y
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5-15
3.
FINANC
IAL
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16-18
4.
ECOMM
ERCE
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19-22
5.
EVENTS
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23-29
6.
SEEDE
XPERIE
NCES
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30-38
7.
CREATI
VEDEE
P
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39-46
8.
MEDIA
INFLUE
NCES
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47-68
9.
PERSON
ALITIE
S
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69-90
10.
THECR
EATIVE
S
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91-95
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If this is your first edition, welcome. Each edition of the trend report since inception has been an inspired journey and the learning has certainly created a fertile platform for us to expand upon. In addition to the 80 pages filled with trends from around the country, our early subscribers have given us valuable insight and tasked us to curate more, and provide deeper commentary from the creatives. We will be commenting when trends are connected to each other, or are a result of another trend that happened in the recent past.
For the month of February, our voyages went from The Metro awards which were hosted by the prominent Maps who too was featured on the cover of GQ magazine. Our very own “Queen B” has not just secured deals with prominent brands, she has been further recognised on an international arena. On the topic of game changing #UMswenko has made its mark in the fashion and lifestyle scene. You see this trend featured in music videos and has been leveraged by brands.
South Africa is a dynamic country, packed with its share of drama, not to mention the SONA’s which could have its own television series. We will take you through the impact of February trends and how it had you talking about it. The uniqueness of our country is showcased in this exciting and unique trend report, which can be used for any creative and strategic planning.
HERE WE aRE...ROuND TWO
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JOHANNESBURG | FEBRUARY 2015
BRaND aCTIVITY
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PuMa SELECT Za - aLIfE LauNCHWhat they did:The PumaSelect store in Braamfontein hosted a free event for people to come and check out their new launch. They provided food relating to the background of the range, free beer as well as djs for the afternoon. Puma managed to gain a lot of interest in the new range as well as just the store itself, as they were able to have the dj playing outside the store. This meant that they were able to attract a lot more attention and get feet into the store.
Why did it work (the good)?The campaign successfully brought awareness and interest to not only the new range, but the store as well. It probably could have been marketed slightly better. Had they done this, more people probably would have actively come to the store to view the new products. Puma is a young and funky brand hence positioning themselves at a student hub, they should have used more engaging digital mediums to communicate their target audience.
Who were they aiming this at?LSM 7 and upwards, predominantly male, people that are interested in fashion and street culture.
Creative critique:The copywriting was done very well, they generally kept most of the information on Facebook. The message was accompanied by beautiful eye catching imagery and captured the consumers interest. The execution was not very creative for a funky brand like Puma. Audio and visuals were done very well considering they had djs to help attract attention, with a nice inner city vibe and a beautiful store setting
What should they have done to make this better and/or more impactful?More marketing around the event and little bit more effort in the digital media space could have great marketing into the event itself. The event was not even marketed on social media, it would have been great to see a print advert for such an event or unless if it was a private event.
Image source: pumaselect.co.za, allthingsjabu.co.za, puma facebook
Click here >> www.pumaselect.co.za/blog/puma-x-alife
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CAPE TOWN | FEBRUARY 2015
EVENTS
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IZIkO MuSEuM NIgHT - CaPE TOWN
What they did:From the guys who started First Thursdays, the first ever Museum Night was held in Cape Town during Feb. With over 12 834 visitors! Museums in the Company Gardens area were open from 5 - 9pm and entrance was FREE. The event created renewed interest in Museums.
What was the impact?Amazing attendance and revival of a museum going culture in the city. There were also lots of children, so educational and a memorable experience for them.
Creative critique:The CI developed for this initiative is very simple and impactful. The illustrations of the museums. The logo for the Museum night is fresh and simple. Best kind of design really.
What was not working (the bad)? The organisers didn’t anticipate such large crowds. The queues to get in where a bit of a disappointment. Perhaps more activities outside the museums would be a good idea next time round
Who were they aiming this at?Capetonians in general. Perhaps more specifically the arty crowd and their children. It is nice to have an event after-hours that is family oriented.
What should they have done to make this better and/or more impactful?Metropolitan Health was a sponsor, there wasn’t any visible branding at the event. They could be less subtle with this next time. It would perhaps encourage more big corporates to sponsor events like these. The event fits in with their lifestyle and exposes them to new and old art that they can Instagram.
Click here >> http://www.museum-night.co.za
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CREaTIVE DEEP DIVE
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SOUTH ARFICA | FEBRUARY 2015
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“uNWRaP THE (VERY SWEET) STORY” Of THE NEW CaDBuRY P.S. MILk COMMERCIaLWhat they didCadbury P.S. Milk Chocolate centres their brand campaign around the ups and downs of friendships. The TV commercial sensitively illustrated the story of two friends and viewers were urged to further “Unwrap The Story” that lies behind the friend’s (Lindi and Khanyi) friendship through the extension of the campaign on Facebook.
What was the impact?This creative execution was impactful because the topic resonates with the target audience- teenage girls, the dramatic and highly emotional commercial also resonates with emotionally unstable/volatile teenage girls. It is refreshing to watch a love story between friends for a change and giving the viewer more to follow up on social media made it interactive and further engaged the audience.
Why did it work (the good)?What made it work was the good cast, they have casted two talented actresses who acted out the emotional blow up very well in the opening of the commercial. They have also managed to authentically capture an emotional story and while making sure that the advertised brand provides a resolution to the final scene/ the end of the story.
Who were they aiming this at?Black females between the ages of 12-20 in the LSM 5-10. High school or university students, highly active on social media, computer literate, influenced by media – print, tv, living at home with parents or sharing with friends or student residents.
Click here >> https://www.youtube.com/watch?v=_2jmOJ9ag5M&spfreload=10
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Creative critique:The copywriting is good, it leaves the viewer intrigued by the story behind the friendship. It reads as sincere and indeed captures what Cadbury P.S. is all about, real human connections. Brand recall would be achieved very well because it’s not another love story which is usually what chocolate brands focus on- this was brave of Cadbury P.S. They did a very good job in creating the story from concept, to production and delivery of the product. It is well directed, strong cast and they did a very good job of acting out their roles.
The soft music in the commercial gives the sense of peace and gives a good antithesis to the aggressive and dramatic performances that follow. This use of audio ads to the action on screen makes the viewer engage more in the story. The visual aspects were seamless, the viewer can sense that the actors really personalised their characters as the performances seemed real, the captured living dynamic appears authentic and the colours and scenery add to the moodiness and heaviness of the commercial.
What should they have done to make this better and/or more impactful?They did a good job, there’s nothing they should have done to make it better and more impactful. The fact that they thought of doing a follow up on social media by unravelling daily clues on the girls’ identities, the reason for their fight and their final reconciliation, participants stand a chance to win a shopping experience for themselves and 3 best friends
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HOT TOPICS
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MugaBE TakES a TuMBLE DOWN STaIRSWhy is it trendy?There is a trend where we as consumers take to the humiliation of public figures. This trend is especially popular when the public figure in question is known for saying and doing things that have sparked some previous controversy.
Why did it have this impact?The video went viral overnight. Unfortunately for Robert Mugabe he fell in such a way that the public took screen shots of his collapse and included that into a whole host of hilarious online content (Brands like Nando’s would have an opportunity to play along the falling of the President for their print ad. Mybroadband claim the ad to be fake.
Who would be following this trend? LSM: 4-10 Age: 15-60 Gender: Mixed Race: Mixed
Why would they be following this trend?People will be following this trend because it makes fun of somebody that has been riddled with controversy’s misfortune. Sad but true, we as consumers find it amusing when a celebrity is involved in something unfortunate. This also brings a lighter side to the heavy daily political features that cloud our news. It reassures us that politicians are fallible human beings.
photo credits:
submitted by springleap creative
mybroadband.co.za; thesouthafrican.com
Click here >> http://www.timeslive.co.za/thetimes/2015/02/05/mugabe-takes-a-tumble-down-stairs
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CAPE TOWN | FEBRUARY 2015
MEDIa INfLuENCES
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DERICk WaTTS & THE SuNDaY BLuES
This is a YouTube channel run by a pair of Capetonians. During the month of February, Derick Watts & The Sunday Blues earned themselves a lot of talk here in Durban – this, all thanks to their ‘#StopTheKnot’ video that went viral:
Click here >> https://www.youtube.com/watch?v=a8YgTaMyZRk Followed by their appology video:
Click here >> https://www.youtube.com/watch?v=NaN1Bgo-a1c&spfreload=10
What makes them trendy?Derick Watts & The Sunday Blues are ‘trendy’ because they are running a YouTube channel, they employ sarcasm, and they are ‘indie’. Since their #StopTheKnot video, they have become trendier, but to call them ‘trendy’ doesn’t feel right – they are gaining at-tention and their #StopTheKnot video was a viral sensation. This has even reached Time
magazine online content Click here >> http://time.com/3730515/jared-leto-man-bun-top-knot/
What are they doing right?Before admitting that their #StopTheKnot video was completely staged, it seemed that they were finally doing what they do, right. What they are doing right is being committed to their project – they have an idea and they are acting on it.
What do they need to do more of?They need to keep pushing the boundaries and making videos. They should do more unstaged stunts/pranks. They need to keep plugging into trends and addressing them in their videos. They need to stay relevant and they need to do more and do it better and better.
What impact is this site having?Their #StopTheKnot video was watched by more than 6.7million people and it seemed like it was being discussed everywhere (by LSM-A, white, mostly guys, ages 18 - 30)
Click here >> https://www.youtube.com/user/wearethesundayblues
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PERSONALITIES
WHOSE HIDINg WHERE?
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What are they doing right?He is interacting with the public’s eye by means of dressing the space where musicians perform. This is a smart marketing tactic because he is gaining recognition from people that might not have noticed his art if it wasn’t the backdrop to a local band/musician.He is using another art form to promote his art and sharing it on his social account on Instagram.
What do they need to do more of?It is easier said than done, however he needs to be making more art. Inspiration plays a big role in how much art you can produce, but he were making more art and Instagramming his progress on each piece, he would probably be getting recognized by more people, because he would be finding more intimate spaces to share his
What impact is this site having?His account/tumblr inspires both local (and international) viewers and artists. It adds to the graffiti subculture which is progressively growing.
Click here >> http://instagram.com/blackkoki/ https://instagram.
BLaCk kOkI
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