South African National Blood Service tries the Oasis Digital Network

Oasis Digital Networks is delighted to have been given an opportunity to run a trial campaign for SANBS and WPBTS in December on its footprint. The negotiation and development of the creative was handled by SANBS’s advertising agency, DDB South Africa.

The DDB SA team came up with a campaign that runs on the idea of showing beautiful life-changing moments that were made possible by various blood donors.

The message was a concise and simple way to show how making the smallest effort to donate blood could have quite a significant result for the recipient. It beautifully tapped into the emotions of not only the people who had benefited from blood donations, but also showed immense gratitude towards the blood donors who save lives.

We are confident SANBS and WPBTS will see the ROI instantly and include us in their media plans going forward in 2018!

The campaign was negotiated by Sarah Chingosho, Business Unit Director | DDB SA directly with Reinhardt Hanel CEO of Oasis Digital Networks.

M-Net collaborates with Retroviral and JCDecaux to transform a billboard into a reality show

To promote entries for the upcoming Survivor South Africa Season 6 in 2018, and to generate extra attention and excitement among viewers for the premier, M-Net channel 101 on DStv and Retroviral, an online communications agency based in Johannesburg, teamed up with JCDecaux sub-Saharan Africa to create an attention-grabbing version of the popular reality television show on a high visibility JCDecaux billboard.
 
About Survivor South Africa
Survivor South Africa is a South African reality game show based on the popular international Survivor format, which has been described as “the greatest game on Earth”. The show features a group of strangers who are marooned in an isolated location where they must provide food, water, fire, and shelter for themselves. The castaways compete in various challenges to win rewards, or immunity from elimination.
 
The castaways are progressively eliminated from the game as they are voted-off by their fellow competitors until only one remains, who is given the title of “Sole Survivor”, and awarded the grand prize of R1 Million. 
 
About the campaign
M-Net and Retroviral, with the help of JCDecaux sub-Saharan Africa have embarked on a three-day long campaign in the form of the “Survivor billboard”, which features eight contestants surviving on the billboard in an endurance test, and competing in both physical and mental challenges over three days.
 
The Survivor campaign will run from 22 November until 24 November. The main objective of the campaign is to drive the South African public to enter and compete in the actual reality show next year.
 
In addition, the campaign is expected to generate excitement and anticipation for Survivor South Africa Season 6, which will premiere in 2018 on M-Net.
 
The contestants will be given two challenges to complete each day, and at the end of each day two contestants will have been voted off the billboard by their fellow competitors. The contestants that were voted off will return on the third day to vote for the winner. The winning contestant will win a guaranteed place as a castaway in Survivor South Africa Season 6.
 
M-Net and Retroviral chose JCDecaux as their Out-of-Home Advertising Solutions partner to help in executing such an ambitious campaign.
 
As the urban population continues to grow, and people spend more time outside of their homes, M-Net wanted to use a channel with a unique capability to offer real-life interaction, and an opportunity to establish a dialogue with its target audience.
 
Lelanie Butler, Head of Future and Content said: “The objective from the client’s brief was to bring the popular reality series into reality by using traditional forms of advertising. Incorporating elements of the realty show into the mix, provides a powerful new dimension that will deliver a high level of engagement.
 
We want to deliver a truly unique outdoor campaign that will bring all aspects of Survivor to life for everyone, with a truly immersive and one-of-a-kind experience that can be enjoyed by all.”
 
As JCDecaux sub-Saharan Africa, we aim to create custom, unique and truly memorable campaigns which offer real-life interaction between audiences and advertisers – building lasting consumer-brand relationships regardless of any challenges we may encounter.
 
Approvals from City Parks, Johannesburg Metro Police Department, City of Johannesburg and Johannesburg Roads Agency were key to this project happening. We had to make sure the ledge on which the contestants stand on is the optimal size – not too easy, but not too dangerous. Planning the scenarios was an incredibly lengthy process. We had to get everything reviewed and signed off by lawyers, insurers and medical professionals, ensuring that we are covered for every eventuality”.
 
Mike Sharman, founder of Retroviral said: “We wanted to execute an outdoor campaign that would bring Survivor to life and give people the chance to experience the reality show for themselves and be part of the excitement. The activation covers experiential, media, radio, digital, publicity and is a critical part of our campaign. And we are very excited and happy with the work done by JCDecaux sub-Saharan Africa”
 
Justin Jacobie Head of Marketing M-Net said: “On behalf of M-Net, we are incredibly happy with the campaign execution by JCDecaux. We have worked with JCDecaux for a very long time and we know and trust that they have all the expertise and skills to make an unbelievable project like this come to life”.
 

Why FMCG brands should target consumers with small format OOH

When it comes to marketing FMCG products, one would presume that virtually every consumer is a target, and that the brand communication is going to reach those targets across the entire demographic spectrum. The default platforms for most brands are broadcast, TV, print, large format Out-of-Home (OOH) and more recently online and social media. However small format OOH, one of the most effective platforms driving engagement and influencing purchasing decisions, is often ignored. A fact FMCG brands would do well to rectify.

Marketers tend to focus on the affluent consumer because it appears to make more sense – they have greater spend and tend to be keen on trying new brands. But the often neglected lower to mid-level consumer can do a lot for your brand. Particularly among those in the LSM 3-6 category who have discretionary spend for items they want as opposed to need, such as fast-moving consumer goods (FMCG) and basic household appliances.

Lower income earners account for 42% of all spend in South Africa according to Statistics SA. PwC estimates that by 2016, some 11 million households are expected to have annual incomes of about R89 500 – a level that gives them discretionary spending for a far wider range of consumer goods, as in other emerging markets. (i)  Who wouldn’t want to reach and convert consumers in this lucrative yet frequently taken-for-granted market, of which significant growth is expected?

Marketers may find it tricky to reach these consumers. Some live in rural areas and migrate to cities to find employment, but don’t engage with brand messaging because of language or cultural barriers while many may not have access to certain media formats.

Brands may have to rely on high levels of repetition via broadcast outlets to get their message across to this market – but even this does not guarantee sales, much less brand loyalty. So how does a brand talk, and more importantly influence brand selection to this highly desirable consumer segment? Particularly in the South African context which has the biggest potential growth in consumer demand on the continent. (ii)

It’s actually quite simple.

Small-format OOH, such as bus shelter advertising offered by Street Network can provide both the coverage and the scale needed to attract these consumers close to point of purchase without straining the marketing budget. Think about it: these consumers are highly mobile, relying on public transport to travel from home to work or to the shops. Even if they watch TV or listen to the radio, there’s no guarantee of return on investment for the advertiser – these ads come with a big price-tag and it’s not certain for instance that shoppers would listen to the radio en route to their purchase destinations. Also, it’s hard to stand out among all the clutter, plus deliver a call-to-action just before purchase. Simply put, these formats do not deliver a ‘First to Mind’ value for brands.

You could reach shoppers via digital, but decision-makers in lower-end LSMs aren’t that comfortable with digital and data costs can be prohibitive. It’s far better to target your on-the-move shoppers in buses or taxis. These environments are much more conducive to ensuring that commuters engage with your brand in a unique, predominantly clutter-free environment. Small-format OOH is ideal because it can deliver a targeted message shortly before shoppers make purchase decisions – and such ads may well be the last point of contact before reaching a shopping outlet. Out-of-Home is the key medium to reach shoppers in the 30 minutes prior to purchase. 40% of shoppers see outdoor in the last window of influence with radio at 8% a distant second! (iii)

This effectively primes consumers to purchase key brands and products. You’re assured of value for money, reach and frequency (consumers may see your ad a number of times a day), as well as the coverage and scale you’re looking for. If we’re looking at actual costs, consider the following example.  A ten site bus shelter campaign in Johannesburg will reach 15% of the LSM 3-6 population at a nominal Cost Per Thousand (CPT) of R13,10 at an average frequency of 8.(iv) A very low cost per engagement in any marketing campaign, much less one that is highly targeted that offers both scale and reach.

Another factor to consider is the fact that this consumer base loves OOH as a medium, finding it colourful, engaging, and informative. It is well adopted, received and consumed.

Out-of-Home dominates ad exposure during the last window of opportunity, reaching 88% of those exposed to any ad, with only 13% of adults not susceptible to last minute influence.  Awareness of Out-of-Home advertising during this pre purchase period increases the likelihood to find out more about a product and to buy a product. (iii) In a country with a growing FMCG consumer base that has increasing discretionary spend, it’s abundantly clear that small format OOH provides a very compelling case for a slice of the pie in the media buying plan.

Primedia Outdoor scores a Level 1 BBBEE Rating

A recent audit by Honeycomb revealed that Primedia Outdoor has been rated as a Level 1 BBBEE Contributor, the highest level attainable on the BBBEE Scorecard. It also achieved a 135% BBBEE Procurement Recognition Level. 
 
With black ownership standing at 37.4% and 19.5% black women ownership, Primedia Outdoor scored an overall ownership total of 25. Ownership refers to the effective ownership of the company by African people particularly when it relates to their voting rights and economic interests in a company. 
 
But as Dave Roberts, CEO of Primedia Outdoor points out: “We take our BBBEE credentials extremely seriously. For Primedia Outdoor transformation is not just about ticking a particular box, we’ve made a concerted effort to improve our scores across all of the BBBEE elements. 
 
The BBBEE scorecard is made up of seven elements namely: Ownership, Management Control, Skills Development, Preferential Procurement, Supplier Development and Enterprise Development as well as Responsible Social Marketing and Communication.
 
Primedia Outdoor scored 14.74 for Management Control , which measures the effective control by black people in terms of participation on the board and in top management positions.
 
“We’ve done well in terms of Preferential Procurement, Supplier Development and Enterprise Development, scoring 35.63 for the initiatives we have to assist and accelerate the sustainable development of other companies,” said Roberts.
 
Meanwhile, Primedia Outdoor scored 17 for skills development, which looks at training programmes that have been implemented to improve the competency of previously disadvantaged employees and unemployed learners.
 
“The audit has been valuable in terms of identifying which areas we are doing well in and which areas we need to apply more effort,” said Roberts. 

OMC ROAD update reveals Out of Home is in a space of its own and growing

The proliferation of various types of location data and new technologies has moved the Out of Home (OOH) industry into a space where new opportunities are prevailing. OOH is now a well measured media channel. 

This development, and other key aspects, can be attributed to the successful application of the OMC Roadside Outdoor Audience Data (ROAD) measurement system. An update of the measurement was announced in Durban on Tuesday at the Square Boutique Hotel and Spa in Umhlanga Rocks. Another announcement took place in Cape Town yesterday at the One and Only Hotel, Dock Road, Victoria & Alfred Waterfront where key industry leaders attended. Media strategy expert, Trish Guilford, MD of Tradigital Consulting led the presentations and highlighted the importance of the ROAD measurement system and its impact on the OOH industry to date. One more announcement will take place in Johannesburg on the 5th December in Sandton.

“In the past, OOH was considered hard to plan, buy and measure; all that has changed now. The investment OMC members have made in the new measurement system is going to pave the way for making planning easier, smarter, and more targeted. The tools we are providing to the industry are easier to use than the legacy platforms and by using the data we have available, we are able to measure OOH advertising exposure,” says Trish.

The anticipated ROAD measurement update revealed that OOH is a strong medium for connecting and engaging, anywhere and everywhere by 97% of South Africans who leave home every day. Along with insightful facts and figures, the speakers also unpacked important aspects that supplement the ROAD currency.

Speaker Insights

Ruchelle Mouton, Marketing Intelligence Manager at Primedia Outdoor, who was part of the line-up of speakers dissected the methodology and pointed out that the ratings system was designed to provide OOH with credible metrics that are necessary to effectively compete with other measured media. This was achieved through an innovative and sophisticated research program specifically designed to measure audiences who are likely to see advertising on OOH ads across the country. Her presentation included Big Data, consumer travel patterns, satellite imagery, trip modelling and visibility calculations.

Sana Fourie, Currencies, Statistics and Field Quality at Ask Afrika, spoke about how the OMC team has overcome challenges of a new and unique methodology in South Africa over the past three years, and how efficiencies and quality control were put in place to deliver a high quality product to the industry.

Lauren Shapiro, Managing Partner at Kuper Research provided insights and benchmarks. The 2015/16 ROAD measured 30,633 respondents and several factors are taken into account in the fusion of demographics and trip data.  “The most important change is the increase in the rolled sample size which has allowed for more robust data and the diverse number of routes travelled when modelling the data.”

How South Africans travel, transport used, destinations and time spent travelling plus a weekday in the life of different LSMs and weekend outings provided useful insights.

Howard Lonstein, Marketing Manager at Outdoor Network, emphasised the benefits ROAD offers to planners, strategists and advertisers. “What I have seen and experienced working with the software and audience data is a huge appetite for information, numbers and insights. It’s an exciting space to be in and a dynamic conversation to have. Out of home is clearly evolving with new audience data, insights and planning opportunities.”

Upcoming event details:

The final event in Johannesburg will take place on the 5th December 2017 from 08h00 – 11h00 at The Venue Greenpark, 3 Lower Road, Corner West Rd South 20th floor, Morningside, Sandton.

To RSVP to any of the events, please send an email to [email protected] indicating which event you would like to attend.

Primedia Outdoor brings smiles to children in need of reconstructive surgery

Primedia Outdoor is helping to bring smiles to the faces of South African children in need of reconstructive surgery through a donation of R350 000 worth of outdoor advertising to the Smile Foundation. 
 
The donation will allow the Smile Foundation to run an educational Rank TV OOH campaign to reach out to the parents of children in need of reconstructive surgery. 
 
Over the past 17 years the Smile Foundation has helped more than 2500 children and has grown from being active in only one academic hospital in Gauteng to operating from 11 academic hospitals across five provinces. 
 
Said Hedley Lewis, CEO for the Smile Foundation, “Our mission is to positively transform children’s lives by assisting as many children as possible in need of reconstructive surgery. 
 
“Our strategy with this campaign is to create awareness within the communities and encourage parents / guardians to step forward and contact us so that we can assist them. We are trying to reach out to people who are not on medical aid, people who need our help. RANKTV is an incredible medium for reaching the masses and creating much needed awareness.” 
 
Rank TV is a South African outdoor commuter channel with large LED (and LCD) screens situated in over 12 sites, nationally. With a viewership of around 2 million a month and programming aimed specifically at the day-to-day public commuter, the platform operates as a channel for the people, through vibrant local content that is relevant to a specific community.
 
“We are delighted to be able to help the Smile Foundation to reach members of the community who might not know that this kind of assistance is available to them,” said Dave Roberts, CEO at Primedia Outdoor. “RANK TV is an incredibly powerful medium to get a message across in communities and we feel positive that the Smile Foundation will achieve their aim with this campaign.”

SAB offers small business free advertising space on billboard

Local entrepreneurs are being given a unique platform during Global Entrepreneurship Month to showcase and promote, at no cost to them, their businesses on an electronic street billboard constructed by the South African Breweries (SAB).

SAB is offering small and medium businesses (SMME’s) free advertising on the billboard beginning 10 November until early December 2017. The entrepreneur’s business name, business service description and contact details will be featured on the billboard and looped over the duration, providing the opportunity to increase visibility of their business and business opportunities.

The billboard, constructed using 3 360 light bulbs at a cost of more than R1.2-million, will be visible when driving down Jan Smuts Avenue, towards Johannesburg, one of Johannesburg’s most traffic-dense areas. The billboard has the potential to be seen by approximately 5 500 people per day and more than 1.3-million people per month.

Measuring 3 metre by 12 metres, the billboard will feature over 5000 entrepreneur’s businesses, the vast majority being SMME’s, many of which have never had the opportunity to advertise their business on this scale.

“SAB has been actively involved in encouraging entrepreneurship in South Africa and supporting small to medium businesses, particularly youth owned businesses, for more than 20 years. Through our interaction with entrepreneurs and a multitude of experts in the area of entrepreneurship, we have a good handle on the many challenges faced by entrepreneurs and how to help overcome these.

“One of these challenges is the ability to raise awareness of their business and being able to market it adequately when, more often than not, they are financially constrained. The SAB Entrepreneurship billboard offers these businesses advertising at a scale they would not ordinarily have the resources to achieve by themselves at their current level of operation,” says Andrea Quaye, Vice President Marketing, SAB and AB InBev Africa.

The billboard is part of SAB’s commitment to backing local entrepreneurs and creating 10 000 jobs in South African over five years by 2022. This will be achieved using the SAB Entrepreneurship Programme encompassing four entrepreneurship programmes – SAB KickStart, SAB Foundation, SAB Accelerator and SAB Thrive, as well as support for emerging farmers – providing business development support to SMMEs at various stages of the entrepreneurship lifecycle.

“SAB is investing heavily, both from a financial and a human resource point of view, to offer a comprehensive and holistic package of entrepreneurship support to develop small businesses from ideation to growth, transforming the supply chain, as well as investing in the potential of entrepreneurs in the broader community.

“The billboard clearly demonstrates our commitment to backing entrepreneurs in South Africa 100%, whether they are part of our Entrepreneurship programmes or not. We are offering the platform to any registered SMME who believes it could benefit their business,” says Quaye.

Billboard Facts:

  • 3 360 globes used across the billboard.
  • Special LED bulbs manufactured specifically for the application in order for the use of modern LED technology to make control and power consumption feasible over so many lightbulbs.
  • Each bulb is encased in its own box to avoid light spill.
  • Billboard has been modified to look like the billboards from the 1920s.
  • Construction took 4 weeks.

Outdoor Network expands its network with new solar-powered Lanseria site

As a growing airport that is strategically important to Gauteng, Lanseria International Airportprovides an ideal location to showcase premium-quality brands to an ever-increasing number of passengers (and a large number of VIPs). The airport recently introduced a SLOW lounge for its more discerning upper LSM passengers and is currently in the process of constructing a new multi-storey parkade.

In much the same vein as the airport’s growth trend, Outdoor Network is augmenting its network and holding in high demand locations and through a variety of new platforms nationally. The airport precinct provides for the latest site in Outdoor Network’s arsenal of key locations with the installation of a gantry along Ashenti Road at the entrance to the airport. This development follows closely on the recent roll-out of its innovative roadside digital rotating billboard network.

Keeping with the commitment to not only innovate but do so with respect for the environment, the 4,5m x 18m double-sided gantry lighting system is solar powered. This ‘green’ initiative now forms part of all current and planned new site developments.

With the ability to engage a highly sought-after consumer base into and out of the airport, the site is ideal for brands targeting a high LSM target audience. Lanseria boasts a very high proportion of LSM 10 commuters (73%) of which 60% earn more than R25k per month according to recent research conducted by Millward Brown. The most commonly found passenger at the airport is a 40-year-old male who travels for business and whose personal income exceeds R60k a month.

“Lanseria International is a key location for brands wanting to reach well-heeled consumers, and the addition of the new gantry will provide marketers with a solution that suits not only their objective, but their budget too,” says Patrick de Robillard, Head of Sales Billboards at Outdoor Network.

Tractor Outdoor sponsors Reach For A Dream Foundation

Tractor Outdoor has partnered with the Reach For A Dream Foundation to assist its Aircraft Raffle campaign by contributing billboard space to promote the initiative.

The campaign aim is to give people the opportunity to make a difference while helping children’s dreams come true, by raffling a brand new Jabiru aircraft and a pilot’s licence. The proceeds will go to Reach For A Dream who fulfil the dreams of children between the ages of 3 and 18 who are fighting life-threatening illnesses. “It was decided that this would be a perfect fit to make use of our CSI budget to provide billboard space to Reach For A Dream in order to help make a difference in children’s lives today” says Bruce Jefferies, Eastern Cape Director for Tractor Outdoor.

The billboard is located on Mount Road, in Port Elizabeth and can be seen by the public until the 1st December when the draw will be taking place live on Facebook.

Transit Ads™ implements OOH campaign for SPAR Money Transfers

To promote its Instant Money transfer service offering to a wide-ranging target audience, SPAR has implemented an out of home campaign with Transit Ads™. 
 
Says John Goncalves of Transit Ads™, “SPAR has partnered with Transit Ads™ on a variety of marketing projects in the past, and now they’ve partnered with us to ensure that millions of consumers know about their Instant Money offering and – through effective messaging and execution – will be enticed to use it.”
 
To create awareness, promote the service and prompt action, the SPAR Money Transfer messaging is visible on Powa Towas located in taxi ranks and strip malls across the country. Measuring 12 metres in height, Powa Towas are a dominant structure within a commuter environment and each Powa Towa has been strategically located to maximise visibility and impact. 
 
The campaign is amplified through TRANSIT.TV™, South Africa’s largest place-based digital television network. A SPAR Money Transfer commercial is flighting on screens in taxis, in train stations, at bus and taxi ranks, to an audience of 16,5 million commuters. TRANSIT.TV™ is viewed in a captive environment with high dwell times, and as such it generates unrivalled reach, frequency and assimilation (when compared with traditional television).
 
The Transit Ads™ portfolio offers a wide range of strategically placed, highly impactful advertising platforms across South Africa. Each platform is specifically geo-located to ensure that brand messaging reaches the right audience in the right place and at the right time.
 
“Transit Ads™ offers larger-than-life story-telling capacity. With the SPAR campaign, Powa Towas and TRANSIT.TV™ offer a powerful combination. Each platform is contextually relevant and works to enhance the other platform to dramatically extend reach and frequency. The result is a campaign that effectively, strategically and geographically engages with a large consumer base when this consumer is open and attentive to advertising messaging. Both platforms are highly visible, effective and targeted,” concludes Goncalves.