Africa’s New Creative Direction

BRANDING WITH SOCIETAL SENTIMENTS IS THE NEW COMPETITIVE FRONTIER SPURRING CREATIVITY AMONGST BRANDS

Source: Pexels

Source: Pexels

It’s bursting out from every side; imprinted in the African DNA is creativity. In every way, shape, and form, Africans have made effortless attempts to showcase the level of creativity locked away on the inside. We have seen this countless times in entertainment (music, movies, comedy, gaming etc) we have also seen it in technological advancements and we are not relenting.

The Advertising industry is a fore runner in this field as the life blood of the industry certainly depends on its fluid ability to be creative and its agility towards being innovative. As a result, Africa is outlining it new creative direction. African brands have done very well with pricing and availability. Product prices are doing very well in the market and these commodities are readily available, however, brands and businesses have identified a new front for competition which is branding for good.

Source: Pexels

Source: Pexels

Euromonitor top 10 consumer trends 2019 report highlights that consumers are now willing to pay more to purchase products from brands that are economically sensitive. Brands that are creating products that are environmentally friendly are adopting practices and implementing policies that contribute to environmental health is sure to win in this competitive front.

Throw Your TV Away

TV ON DEMAND IS LIKELY TO KNOCK TRADITIONAL TELEVISION OUT OF THE MARKET. WHAT DO YOU TINK?

Source: Pexels

Source: Pexels

Throwing the television away is going to be extremely difficult for many people but for others, not so much as they have over time been practicing how not to watch television for a number of reasons. Some say that they are no fresh, unique and exciting contents on television, some say they don’t have control over it and as such they don’t like to be part of things that aren’t subject to them –strange right? While some others say it’s not mobile so they do not entirely need it, as they are always on the move –I’m sure that some scientists somewhere are already researching on mobile buildings because of this emerging market.

Due to all of these reasons plus more, we have seen an unprecedented rise in TV on Demand –online video streaming applications or websites that function using subscription e.g Netflix, Youtube, Iflix, Iroko Tv, EbonyLive Tv and so much more. Buoyed by the increased number of mobile devices in Africa and the affordable rates of internet subscription, this innovation has experienced great levels of success.

Source: Pexels

Source: Pexels

TV on Demand is currently giving traditional television a run for the money but we wonder, can it actually cause customers to kick out their televisions. Subscription rates for Tv on Demand is way cheaper than the subscription for digital television (DSTV, GoTV, Kwese TV, Startimes etc.). TV on demand is mobile and easily fits into the schedule of those who are always mobile, you can control what you watch by choosing where, when, how, and what to watch. Amazing right? TV on Demand have also gone ahead to acquire those programming which would normally keep you glued to your television such as soaps, movies, and more. However, this innovation drastically increases the cost of data usage as you would need more data than normal due to video streaming –which means more money spent. TV on Demand have yet to acquire rights to stream live soccer games, this means, you may not be able to watch the normal weekend soccer games unless you use other free viewing sports sites.

Source: Pexels

Source: Pexels

Brands and advertisers may argue that television delivers nearly 100% returns on investments; I do not dispute that, but just today CNN announced that Netflix now has over 137 million subscribers. Doesn’t that tip the scale just a little bit? Soon brands and advertisers will begin to fall over themselves to advertise on these online television platforms.

Erm… Just before you go and throw your television away, you may want to sit with me and watch this trend for a little longer or perhaps you could sell it so you could get some part of your money back.

Nike; I Likey

NIKE IS STARTING MOVEMENTS AROUND THE WORLD WITH AMAZING ADS #JUSTDOIT

Source: AdWeek

Source: AdWeek

I remember back in the day I had a friend who sincerely wanted to become a writer and he was stalling on picking up the pen due to some thought that he had piled up in his head that he was never going to be good enough, then something happened. We were sitting in my father’s house one day watching television and someone walked in with a pair of shoes and my friend got up and left without saying a word to anyone.

I went to see him the following day and he said to me that he went home to write because he saw something that changed his life. Apparently he had seen three words written on the shoe box which were three words “just do it”. Till this day he loves to write and he wears only Nike.

If you have been paying attention to all of Nike’s just do it campaigns you will realize that this is beyond advertising, it’s about connecting to the deepest parts of people’s mindset, to spark up something. The attention has shifted from just selling but to making giants out of consumers and this will invariably lead to increased sales. People want to know that you just don’t want to take from them but you are willing to give back.

As Nike celebrates its 30th anniversary it may seem that the brand has developed a huge interest in athletes like Colin Kaepernick, Serena Williams and Caster Semenya who have had their fair share of controversy in recent times. Although this move started uproar with the rise of counter hashtag #JustBurnIt but Nike handled it with some style and the #JustDoIt campaign is unruffled.

We like what Nike is doing because they are TINKing. Nike is using their ads to start movements all over the world and it is spreading like wild fire. I’m just waiting for weekend so I can stroll into a Nike store to add to my collection.

This ad was done to inspire Latino women to get the more involved in sports. Now you see what I mean?

Glocalization of Advertising

ADVERTISING IN NIGERIA IS GOING LOCAL WITH A GLOBAL PERSPECTIVE

Source: Unsplash

Source: Unsplash

Back in the day, advertising in Nigeria was big on imitating foreign ads. They almost always made the brand seem far from the consumer forgetting that the consumer they want to reach were in their very own vicinity. Now advertising has become more intelligent and activities are shifting away from just marketing communications towards embedding products into the day to day activities of consumers.

Alright so check this out

Did you see that? What ever happened to the Sprite triple slam thing, the refresh your thirst thing? I remember seeing a Sprite basketball ad when I was a lot younger, then when basketball wasn’t even main stream in Nigeria –it still isn’t but its recognition is growing fast. Now this ad had some suya in it, South Africans call it braai. Now I can relate to the trying to woo a girl and eating suya with a lot of pepper. I totally loved it.

This Airtel ad taps into the joy of merriment we experience every other weekend.

MTN did an amazing job with this ad as they were able to show how they play an important part in very important events in people’s lives. I almost cried.

H2Oh killed the art of glocalization with this one; from the stables of Africa to the rest of the world.

Ladies, Those Beads Can Do More

SOMETIMES WE CAN MAKE A MOUNTAIN OUT OF A MOLE HILL AND BE PROUD ABOUT IT.

Source: Unsplash

Source: Unsplash

Who ever thought that beads could do more than adorn bodies as ornaments –necklaces, wrist bands, anklets and so on? I was shook when I saw this happen very recently in South Africa as beads were used to celebrate Toyota Corolla. Toyota is one of the most driven car brands in South Africa as well as many other parts of Africa, as such, Toyota South Africa and its long standing agency FCB Joburg thought to do something nice.

They created a bead board –a bill board made out of beads. The board which was 12 meters by 9 meters weighed as much as 1 tonne and contained a total of 138,000 beads sewn together by 350 crafters from Moza Woya. Woza Moya is the economic empowerment project of the Hillcrest AIDS Centre Trust in KwaZulu-Natal, where Toyota SA has manufactured Corollas since 1975.

Source: Biz Community

Source: Biz Community

The idea came from the trend in the Zulu culture where love letters are made out of beads and each work is totally unique. This is why the bead board was created to show some affection to Toyota Corolla to celebrate the love Toyota Corolla owners feel when the drive their cars. Now I’m very upset with all the ladies who wrote me a love letter back in the day, they only used a pen and paper; they didn’t even put some work into it.

This bead board could just be a new frontier in advertising. Since the idea of advertising is to spark up conversations, cause people to engage with the brand and eventually translate to leads, then it’s possible that in the nearest future advertising would begin to look away from the tradition electronic boards and begin to craft boards that will leave long lasting impressions in the hearts of consumers.

Just TINKing.

Source: Unsplash

Source: Unsplash

So ladies don’t throw your beads or sewing needles away just yet, you may just be part of the next big thing or better yet, you may need it to write me a love letter. I would absolutely love it, sorry, I meant love you.