Primedia Outdoor grows food gardens for KZN and Gauteng communities

In recognition of Arbour Month, Primedia Outdoor extends its long-term food garden partnership with NGO Food & Trees for Africa. In joined forces, the aim of this initiative is to grow and maintain food gardens across the country which serve as a true source of nutritious food to support the school feeding schemes.

As part of Primedia Outdoor’s investment in education, their main intention is to support learning through nourishment of the body and the mind, to make a real difference in learners’ day to day lives. Offering learners nourishing food throughout the day, ensures that the general well-being and academic performance of learners are enhanced.

Since 2011, Primedia Outdoor has actively been involved in establishing vegetable gardens at schools and has already invested in six vegetable gardens at schools and youth centres in various parts of South Africa. Together with Food & Trees for Africa, further investment has been made in two more gardens for the Siyamnaka Youth Centre in Pinetown, KwaZulu Natal and Balebogeng Primary School in Mamelodi, Gauteng.

The Siyamnaka Youth Centre garden started in March, is flourishing under the committed care of the community. The garden is on its way to becoming a continuous source of nutritious vegetables for the community with its first harvest planned for November this year.

Started in June this year, the garden at Balebogeng’s Primary School has already produced a winter crop for harvesting. During the first week of September, in continuation of nurturing the garden, Primedia Outdoor staff and the garden’s guardians ̶ Grade 7 learners, educators and groundsman ̶ transplanted fresh spinach, beetroot, tomato and various herbs for the summer crop, adding to the healthy harvest already in use for the school’s feeding scheme.

Balebogeng Primary School’s headmistress Grace Mkhize was delighted with the wholesome harvest and said: “A number of our learners come from the informal settlement and many arrive at school without even having had a meal.”  “The vegetable garden will help to augment daily school meals with nutritious vegetables”, said Mkhize.

Food & Trees for Africa’s Sylvester Nzimande also offered an insightful workshop that covered soil preparation, seed sowing, transplanting and harvesting techniques. As part of the initiative Food & Trees for Africa offers biweekly training and support, effectively transferring permaculture skills to the community to maintain the gardens as long-term sources of nutrition. Primedia Outdoor staff is committed to the ongoing development of the gardens and visit regularly to lend a hand and keep tabs on their progress.

“Education continues to be a key driver of our CSI projects,” said Peter Lindstrom Sales and Marketing Executive at Primedia Outdoor. “We have realised that in order for children to concentrate fully on schoolwork, nutrition is key. Our core focus is on empowering the school’s feeding scheme through food gardens to ensure the optimal physical and mental functioning of learners. Often, the food learners receive during school breaks serve as the only nutritious meal they have for that day, making this initiative ever more important in promoting the long-term well-being and learning potential of these children.”


Outdoor Network’s new LED digital billboard captivates Pretoria

Garstfontein Road, Tshwane, is the latest recipient of one of Outdoor Network’s state-of-the art 3×6 LED digital rotating billboards. Positioned at the heart of one of the business centres of the city of Tshwane, it is just a stone’s throw from newly renovated Menlyn Mall, which is one of the largest malls in Africa and soon to become the city’s first green mixed-use precinct. 

The billboard is expected to reach close onto 4% of the total Tshwane population, an audience of over 90 000 consumers. With a frequency rate of 8, the site is set to deliver in excess of 665 000 impacts monthly. (ROAD, 2015)

The eye-catching LED billboard is perfectly positioned to allow brands, particularly those targeting women, to reach consumers within the highly sought after LSM 7-10 segments where approximately 84% of the audience are positioned economically. (ROAD, 2015) With a high proportion of business owners, diplomats and students included in the mix, the site is ideal for brand owners wishing to expose their offering to these target markets. 

The expected development of residential apartments, five-star hotels, conference facilities and a casino will only increase the number of consumers flocking to an already vibrant area. Large volumes of motorists pass through this high-traffic location, enabling advertisers to speak to affluent consumers on their daily commute to and from home, work, school, university and shopping. The highly visible 3×6 rotating billboard is the ideal platform for showcasing brands, products and services, particularly in view of the area’s ‘work-play’ urban lifestyle. 

The features and unique innovative design of the 3×6 rotating digital billboard are not restricted to simply exposing advertising, but rather doing so via a highly captivating, modern and premium platform. The billboard offers advertisers the ability to expose brand messaging to consumers on both their morning and afternoon commute with true dayparting via campaigns tailored specifically to the needs of brands.  

Media agencies and multinational brand advertisers will find this highly desirable signature location ideal for their campaigns – Menlyn Park boasts more than 500 tenants, including a large base of international brands and flagship anchor stores such as Checkers Hyper, Food Lovers Market, New World Discount Stores and Pick n Pay, and the area is considered one of Pretoria’s fastest-growing regions – surrounding suburbs close to Menlyn, such as Garsfontein, Menlo Park, Alphen Park, Newlands, Constantia Park and Ashlea Gardens, are all in high demand. 

Part of a larger national strategy, these digital billboards form part of Outdoor Network’s plan to roll out highly visible large format and 3×6 digital billboards in key high demand locations across South Africa.   

Says Howard Lonstein, Marketing Manager at Outdoor Network: “Digital OOH is continually exploring new avenues of innovation in creativity, delivery, and opportunity. The benefits are numerous, particularly when integrated with mobile, video, social media engagement and more.  It’s an exciting space, and we’re looking forward to offering advertisers new and effective marketing opportunities as we roll out the network across the country.

Curator of World Economic Forum Johannesburg Global Shapers Hub – Khethi Ngwenya Represents his Hub in Geneva Switzerland

Khethi Ngwenya is the Managing Director and Founder of SchoolMedia as well as the curator of the Johannesburg Global Shapers Hub. Global Shapers is a network of hubs across the world led and developed by young people driving dialogue, action and change.  Hubs are city-based teams of shapers, united by common values, inclusion, collaboration and shared decision making.  Together, shapers create projects and positive change for their communities.
Ngwenya recently represented his hub at this year’s annual curators meeting which took place in Geneva Switzerland from the 8th to the 11th September.  This annual meeting brings together the curators globally in order to equip them with new skills for impact.  Ngwenya is one of the five South African curators that attended the meeting in Geneva Switzerland.  This event is aimed at uniting some of the smartest, innovative and most dynamic young people in the world. 
This prestigious event was opened by Professor Klaus – the Founder of the World Economic Forum.  (The World Economic Forum, committed to improving the state of the world – is the international organisation for the public-private co-operation.
Ngwenya says that the highlight of his trip was meeting young, driven individuals from different parts of the world and hearing about similar challenges that we are facing in South Africa.  He found that the Nigerian hub was the most inspirational hub as it recruits global shapers according to what is needed.  He also found it interesting that the Denmark hub raises money in order to organise outings and camps for children.  “Some families cannot afford to take their children on holiday so this is a wonderful initiative – something that South Africa needs to start investing in,” says Ngwenya.
Ngwenya believes that being part of the Global Shapers Community is important for the youth because they are given an opportunity to offer youth led initiatives and solutions for change in their communities.  “This is a platform where the young people are central to responding to issues such as poverty, climate change and building inclusive communities.  The youth are our future leaders and it’s vital for them to become involved in making the world a better place,” concludes Ngwenya.

MMAP Wins at MOST Awards 2017- The Champion of the SMME’s

MMAP, has been announced the winner of the Media Sales Consultants at the MOST Awards 2017, for the second year running.

The annual MOST Awards, now in its ninth year, took place last night (14 September 2017) at The Wanderers Club, Illovo in Johannesburg. While the crowd of media industry leaders certainly enjoyed the opportunity to network, it was the chance to acknowledge top media owners, and media agencies as well as find common ground on which to build better relationships and a progressive future for the media industry in South Africa.

In response to the rise in companies acting as media sales consultants, the Media Sales Consultancy Award was introduced last year. Having been announced the inaugural winner in 2016, MMAP was excited to accept this years’ award in a category that is predicted to become highly-coveted due to increased opportunities in the evolving media landscape.

Says Michele Munro, founder and Managing Director of MMAP, “The team and I are ecstatic to have won the Media Sales Consultants Award two years in a row. It is such an honour to win again this year and is a true testament to our key principles, service delivery, turnaround times and knowledge of own, and clients’ brands. I have an amazing team that I would like to thank for their contribution and hard work through the year, without them this would not have become a reality”

As an Out-Of-Home (OOH) media sales company consisting of six staff members, MMAP focuses on delivering integrated outdoor solutions to media agencies and clients by promoting inventory on behalf of multiple OOH media owners, particularly the SMME’s, to media agencies and clients. Since their inception in 2005, MMAP has consistently provided excellent service and consequently won multiple MOST awards, including Media Sales Consultant Winner (2016), Media Owner Winner OOH (2015), Media Owner OOH Award Runner Up (2013), and Media Owner Lamb Award (2012).

Munro concluded, “I would also like to thank our media owner SMME’s that we represent, the media agencies and clients who have given us their vote of confidence . MMAP will remain committed and passionate about growing opportunities for smaller media owners and building an SMME ecosystem.”

Alliance Media Voted Best Media Owner Africa 2017 at the South African Media Awards

Alliance Media is honoured to have been awarded and recognised with first place in the Media Owner Africa category at the MOST awards in Johannesburg. This award, given by the Media Industry in South Africa is aimed at recognising service excellence.

Alliance Media achieved particularly high scores for their ‘sales service delivery’. One of the voters had this to say about the Alliance Media team A real example of a true Pan African media partner! Excellent service, great understanding of our needs and constantly finding innovative solutions.”

With 25,000 sites, in 23 countries and with 20 years’ experience, Alliance Media is Africa’s leader in Billboard and Airport Advertising.

ProActive™ in-store campaign drives sales for Joekels’ Tea Brands

Joekels Tea Packers recently partnered with ProActive™ to drive sales and grow awareness of its Teeco and Laager tea brands. ProActive™ rolled out a successful in-store sampling and promotions campaign for the brands within 10 Shoprite supermarkets located across the Western Cape.

The campaign was rolled out as a one-day trial, as part of a winter product drive. ProActive™ brand ambassadors offered consumers in the grocery store environment the opportunity to build a personal relationship with the tea brands. Consumers were happy to receive the free samples of Teeco and Laager, particularly because the campaign was strategically implemented on a cold day in the Western Cape. The sampling drive provided the perfect opportunity for consumers to compare the Laager and Teeco teas to other brands they were familiar with.

The campaign objectives were to create brand awareness, provide the opportunity for consumers to try the products and also maximise sales. All of which were successfully met. Over 700 tea packs were sold during the one-day activation with the overall feeling amongst consumers being that Laager and Teeco tea is affordable and offers great value for money.

Relativ Media celebrates second birthday, looks ahead

Maintaining positive business growth in today’s economy is a tough call for any business, even more so in a competitive category like the out of home industry. Relativ Media, a dynamic out of home media business that offers marketers opportunities in prime locations, celebrates its second birthday this month as Relativ Media. MD Brett Tucker looks in the rear-view mirror at what has passed and what lies ahead for the company. 
“It’s been a great ride so far, and as with any growing business we’ve had to adjust our resources to keep up with our incredible growth spurt over the last 18 months,” says Brett. “We’ve been extremely fortunate to have grown from a small two-man team to a staff of just under 30 people today. 
Over the past two years we’ve introduced various media offerings to our clients in the outdoor, digital out-of-home, mall, airport, and ambient space, along with multiple non-traditional offerings from student residence ownership, the Neighbourgoods Market, Spaza point of sale initiatives, the Putco bus network and a very exciting bike sharing platform that has just been launched with more to come.” 
To strengthen its market share, the company has entered a few strategic joint ventures with other outdoor suppliers. “Worth special mention is an offering that we’ve aptly termed The Big Box,” says Brett. “It’s a brilliant hybrid of a retail outlet and advertising platform.” 
“We have worked hard to put the right team and people in place, and are now geared for continued growth in this very exciting space. We are continuously looking for good, trustworthy and honest operators, because these are the individuals that drive the culture of the business, regardless of the company’s financial success.”
Relativ Media was appointed by Samsung to assist with the launch of both the S7 and S8 Galaxy phones, both of which were a great success. “The talkabability factor was incredible and the take up of both the S7 and S8 on launch exceeded expectations,” says Brett. “The team did an amazing job in executing both these projects with short lead times and a large amount of pressure to deliver.”
“We love getting our teeth stuck into innovative campaigns while dealing with great clients and agency partners that keep us inspired to continuously deliver on exceptional ideas that exceed their objectives.
When we started this business, we wanted to disrupt the way OOH is both practiced and perceived in the industry, and to date we’re pleased with the progress we’ve made, but at the same time we know there is still a long way to go. We certainly still have a great deal to learn from both local and international trends, but at the same time we’re absolutely looking forward to what the next few years will bring.”

Coca-Cola back in the Mass Market

Coca-Cola has been re-establishing its OOH presence in the metro township and rural arena on an impressive scale this year. A national holding has been built up and promotes the brand’s iconic nature to strengthen Coca-Cola’s connection with South Africa’s LSM B & C consumers. This article takes a closer look at what Coca-Cola has been doing right on mass market OOH in 2017.

“Coca-Cola is effectively harnessing the power of those stalwart mass market OOH media types that have traditionally delivered excellent value”, says Peter Lindstrom, Executive: Sales, Marketing, and Marketing Services at Primedia Outdoor. “An informed decision to invest in cost effective mass market media types is giving the brand maximum bang for its buck.”

The FMCG business has always been and still remains a volume-driven industry, and experienced marketers will guard market share jealously in a challenging economic climate. Hard-pressed consumers cannot afford to waste money on products that are pitched as being almost as good as the real McCoy, but end up not making the grade. Hence the importance of brand stature to reassure consumers that they are investing their hard-earned cash wisely.

Judging by the data, Coca-Cola has taken a “back-to-basics” angle with its OOH strategy and its grassroots approach on the OOH front shows that it takes the mass market segment seriously. The latest Outdoor Auditors’ report confirms that Coca-Cola enjoys a substantial presence across LSM B & C markets and according to the figures, Coca-Cola features as the leading soft drinks advertiser on OOH in South Africa. 

“Not only has Coca-Cola always been a key and strategic player in the OOH market, but we have seen a substantial shift in dominance from our previous audit” says Erik Warburg, Director Outdoor Auditors.

“Coca-Cola is an iconic brand and it deserves the status of category leader in the soft drinks market segment”, according to Jacques Olivier of OTS Media, the independent OOH specialist responsible for Coca-Cola’s OOH campaign. “Working on a brand of this stature is a big responsibility, and naturally requires that the best solutions are found to achieve the communications objectives.”

“Given prevailing market conditions, every media owner out there is fighting for a slice of the advertising budget. Marketers are currently spoilt for choice when it comes to OOH media options, and good value can be found if you know what to look for,” says Olivier.

Obtaining best value has been a central consideration not only for Coca-Cola, but also for brands such as Sprite and Fanta that needed to communicate effectively despite tighter budgetary parameters.

“Fanta’s usage of smaller formats like Store Fascias and Consumer Ads has given the brand a truly national footprint at a very reasonable investment level. In fact, Fanta now has 100% share of voice on our store fascia holding comprising several hundred sites. This lets Fanta dominate at the consumer coalface and close to point of purchase”, Lindstrom says.

So what would the right OOH opportunities be to effectively reach the mass market? Olivier believes it is important to separate the wheat from the chaff “because a number of media owners may think they have a good proposition for delivering a mass market audience but often the value for money relationship simply isn’t there.”

“Probably the single most important aspect in determining value is having an intimate knowledge of the marketplace. This is a skill that is becoming a lost art on agency side because there is simply no substitute for hitting the road and selecting sites from behind the steering wheel, and not many OOH media planners nowadays follow this approach,” Olivier added.

Lindstrom is bullish about the prospects of the traditional OOH mass market media types, despite the growth of digital OOH. “High construction costs may hamper large-scale new development of traditional mass market billboards, but Primedia already has a vast existing holding that offers advertisers a comprehensive national footprint and this puts us firmly ahead of new market entrants.”

“Campaign outdoor isn’t always perceived as a sexy medium by marketers and digital is certainly a growth area within OOH. But traditional static billboards remain a reliable workhorse that delivers unbeatable value time and again. It’s a testimony to the intrinsic value of these formats when I see a brand like Coca-Cola embracing this medium again and making it work for them”, says Lindstrom.


Tractor Outdoor partners with Table Mountain Aerial Cable way

Tractor Outdoor, in partnership with Table Mountain Aerial Cableway Company, has recently undertaken a complete rebranding of Cape Town’s iconic cable cars. Mastercard South Africa has entered into an agreement to sponsor certain branding elements at the Cableway.

Voted as one of the New 7 Natural Wonders of the world in 2011, Table Mountain is also one of the most visited tourist destinations in Africa.

Table Mountain Aerial Cableway Company takes pride in providing approximately one million visitors from all over the world a world-class experience. The Cableway itself has, to date, transported over 26 million visitors to the summit of Table Mountain. Each of the two cable cars is able to carry 65 visitors every 4-5 minutes, enabling almost 800 visitors to enjoy the trip every hour.

“Table Mountain Cableway is one of the most iconic tourist attractions in the world, and we are extremely pleased and proud to be involved in a project of this size and stature. We started our business in 2001 in Cape Town and we are proud to now be the number one supplier of OOH solutions in the region” says Simon Wall, Managing Director of Tractor Outdoor “Tractor Outdoor is excited to be partnering with a brand that is synonymously thought of as one of the most attractive and majestic destinations in South Africa, and looks forward to providing a fresh perspective with spectacular, high-impact branding experiences for visitors to enjoy”.