What is rocking your socks off?
The world is in the throes of an economic crisis. While South Africa has not felt it as much, every industry has to stay on its toes to survive. Survival is about being ahead of the pack. The buzzword used for this is ‘innovation’. The Media asked the question: what is happening in our industry that makes you think ‘wow’?
Many people said innovation is not happening while others responded with innovations. Here is a selection of the most innovative of those.
ADVERTISING
Advertisers are sticking to the traditional and becoming less adventurous because they are scared of risking budgets on campaigns that are not guaranteed to work, according to Richard Lord, associate media director of The MediaShop (Johannesburg). “But there are creative agencies out there pushing the creative limits,” says Lord.
The Carling Black Label Cup
Ogilvy’s Carling Black Label Cup campaign used the public’s passion for football to its advantage. It gave Black Label-swilling soccer fans the opportunity to choose the opening line-up and substitution for a highly publicised game between rivals Kaizer Chiefs and Orlando Pirates. By the end of the campaign, Black Label’s Twitter following had grown by 600 percent and fans all over had experienced what it was like to coach their favourite side.