trendwatching.com’s HYPERACTIVE BRANDS

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As a result of African consumers no longer willing to tolerate bland mass-marketing messages, HYPERACTIVE BRANDS all over the continent will increasingly capture these consumers attention with delightful, engaging, altruistic and empowering interactive initiatives and campaigns.

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trendwatching.com’s HYPERACTIVE BRANDS

  1. 1. trendwatching.com FEBRUARY 2014 AFRICA Trend Bulletin HYPERACTIVE BRANDS Why brands in Africa are increasingly interacting with and engaging consumers in the sprightliest of manners. trendwatching.com/africa/trends/hyperactivebrands
  2. 2. Definition: As a result of African consumers no longer willing to tolerate bland mass-marketing messages, HYPERACTIVE BRANDS all over the continent will increasingly capture these consumers’ attention with delightful, engaging, altruistic and empowering interactive initiatives and campaigns. www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 2
  3. 3. This is just a short extract. Read the FULL Trend Bulletin (for free!) www.trendwatching.com/africa/trends/hyperactivebrands www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 3
  4. 4. DRIVING THIS TREND: 1. THE DISSIPATION OF TRADITIONAL BRANDING No longer are African consumers willing to tolerate INACTIVE BRANDS. 2. FROM ‘ME’ TO ‘WE’ Brands relinquishing control by catalyzing dialogue with customers. 3. THOSE ‘IN THE KNOW’ The diaspora, the returnees, the outward looking and the clued up already know it and EXPECT it! 4. THE FOUNTAIN OF YOUTH All these kids… All on phones. www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 4
  5. 5. 1 THE DISSIPATION OF TRADITIONAL BRANDING No longer are African consumers willing to tolerate INACTIVE BRANDS. Traditionally, businesses operating on the continent were concerned with maintaining tight branding budgets and supplying stripped down, no-frills products and services to low income consumers. Meanwhile, marketing channels remained immature (and focused on mass media: TV, radio, newspapers) despite the explosion of the rapidly expanding middle class. www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 5
  6. 6. “2014 and beyond marks a time where brands in Africa must reach out to these previously neglected consumers in a state of brand boredom, who are craving the exchange of bland brand experiences for unique and dynamic ones.” www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 6
  7. 7. 2 FROM ‘ME’ TO ‘WE’ Brands relinquishing control by catalyzing dialogue with customers. Recent times has seen a branding overhaul, especially in the larger consumer markets such as South Africa and Nigeria. Along with the well-documented rising affluence, many Africans are also asserting their right to be regarded with respect on a global scale. www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 7
  8. 8. “Tomorrow’s success stories in Africa will revolve around HYPERACTIVE BRANDS that give the power back to the people, and almost completely relinquish control of how their marketing strategies are received and interpreted.” www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 8
  9. 9. Africa’s middle class has tripled over the last 30 years, with one in three people now considered to be living above the poverty line… The current trajectory suggests the African middle class will grow to 1.1 billion (42%) in 2060. - Deloitte, March 2013 www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 9
  10. 10. 3 THOSE ‘IN THE KNOW’ The diaspora, the returnees, the outward looking and the clued up already know it and EXPECT it! It’s worth noting that there are now a plethora of African consumers who are very familiar with and even expect to interact with brands they love. Whether because they have had first hand experience with brands abroad, or they have formed this expectation via other channels, they now expect more. www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 10
  11. 11. 4 THE FOUNTAIN OF YOUTH All these kids… All on phones. The desire to reach young Africans on their mobile devices has given rise to an evolution of traditional marketing strategies. Furthermore, these plugged in, highly excitable young consumers also face a dazzling array of choices and distractions. www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 11
  12. 12. In 2050, ½ of Africa’s population will be under 24 years old. - Mo Ibrahim Foundation, November 2013 www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 12
  13. 13. In Sub-Saharan Africa, 65% of children aged 8 to 18 have access to a mobile handset. - Sub-Saharan African Mobile Economy 2013 - GSMA Intelligence, November 2013 www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 13
  14. 14. HYPERACTIVE BRANDS DISSECTED There are three key methods that HYPERACTIVE BRANDS adopt in order to ensure memorable interactive experiences: 1. Gold, Silver & Bronze… HYPERACTIVE BRANDS may invoke competitive spirits and showcase the best of the best www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 14
  15. 15. Sub-Saharan Africa is comparatively the world’s most optimistic region when it comes to tackling the challenges the world faces in 2014. - Survey on the Global Agenda - World Economic Forum, October 2013 www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 15
  16. 16. Yola Free website builder service launches a ‘Buildathon’ contest www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 16
  17. 17. Afrinolly Short film competition promotes African cinema and filmmaking talent www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 17
  18. 18. Jack Daniel’s Music Scouts Alcohol brand conducts a nationwide competition to find unique South African musical talent www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 18
  19. 19. Clover: The Way Better Kota Competition Process cheese producer challenges fans to locate the best kota sandwich in their neighborhoods www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 19
  20. 20. 2. In the name of the Good… HYPERACTIVE BRANDS can be human, helpful or tap into a cause www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 20
  21. 21. FNB: Ideas Can Help Initiative South African banking giant announces its hunt for innovators wanting to make a difference www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 21
  22. 22. Carling Black Label Drinks brand shows appreciation to loyal customers by launching a ‘guaranteed win’ rewards program www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 22
  23. 23. Tiger Wheel & Tyre Car tyre outlet announces blood donation challenge to customers www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 23
  24. 24. 3. Entertainment now… HYPERACTIVE BRANDS can be fun and novel – just for the heck of it! www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 24
  25. 25. Magnum Live Twitter auction promotes new Magnum ice cream flavors www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 25
  26. 26. 68% of Twitter users in Africa rely on this platform as a primary source of information on national news. - Mo Ibrahim Foundation, November 2013 www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 26
  27. 27. Legend Extra Stout Winners of Nigerian Stout prize draw tasked with a timed shop-a-thon in Dubai www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 27
  28. 28. MTV Africa All Stars Television channel entertains African youth with pan-African interactive music campaign www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 28
  29. 29. Glo Slide & Bounce Tour Nigerian telecoms company rewards Ghanaian subscribers with star-studded concerts www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 29
  30. 30. WANT TO BE HYPERACTIVE? ADD REAL VALUE Create campaigns that all participants can actually benefit from, even if in a little way. RIGHT PLACE, RIGHT TIME Consider how your campaigns will fit into the daily lives of consumers to make their routine more interesting or engaging. CONNECT THE DOTS Turn consumers’ contributions into a brand community. After all, like-minded people tend to enjoy meeting each other. WISDOM OF THE CROWD Why not invite fans, users or followers to participate in the actual production of your product? INSTIGATE SHARING Help consumers extend their interactive experiences by providing the tools to help them flaunt their achievements across their online networks. www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 30
  31. 31. NEXT Why not try using our free Consumer Trend Canvas to structure your next trend brainstorming session, and make it a HYPERACTIVE one (!), flowing with compelling new innovation ideas. Next for HYPERACTIVE BRANDS? Let’s save the answer for another Trend Bulletin ;) Don’t want to miss it? Just make sure you’re subscribed! www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 31
  32. 32. This is just a short extract. Read the FULL Trend Bulletin (for free!) www.trendwatching.com/africa/trends/hyperactivebrands www.trendwatching.com/africa/trends/hyperactivebrands HYPERACTIVE BRANDS 32
  33. 33. WANT MORE? MORE... Enjoyed this Trend Bulletin? Keen for more? 1. Our free Africa Bulletins 2. Our 2014 Premium Service Should you be one of our 1,200+ Premium clients? Subscribe to our Africa Bulletins here. SUBSCRIBE ME » See how Premium will benefit you If you have any comments, suggestions or questions then please do let us know. Just email: PAUL BACKMAN Chief Client Officer paul@trendwatching.com About us Established in 2002, trendwatching.com is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 225,000 subscribers in 180 countries. More at www.trendwatching.com

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