Ogilvy Presentation

1. Project Vision RFP Response
Vodacom Financial Services
Monday 13 July 2020

2. Today’s presentation
Our understanding and approach to the brief – 3 workstreams
Introduction of the consulting team for this project
The Ogilvy BrAND strategy methodology
Brand Discovery
Brand Creation
Brand Definition
Conclusion
Q&A

3. The Brief
Create an overarching
brand for VFS
Do not lose the equity owned by
Vodacom already
Embrace the Network Agnostic
ability of VFS
Create a brand architecture to
support all product teams output
across both VFS and DLS
Create a 12-month brand strategy to
achieve success in both the Financial
Services and digital content spaces
Personal and Business approaches
App interfaces
Web interfaces
Social media
Newsletter
TTL advertising CI and guidelines
White labelling guidelines and structure
Affiliate marketing platforms, toolkits, strategies
JV guidelines and structure
Timeline: 3 months
Strategic check-in
quarterly

4. We are tasked with creating a brand and name for
something new in the African landscape - an innovation,
a “Super-app” providing diverse digital services like
financial and lifestyle for everyone.
It’s a brand that must stand the test of time and should
be inclusive yet invitational and that puts the customer
needs at the centre.
This is an enormous and inspiring job and is a
foundational element of future business success.

5. Our approach to the brief: Three workstreams
Financial Services
Project Vision
Communication Strategy
12 Month Roll-out Quarterly check-ins
Strategy ConsultingBrand Strategy
Complete in 3 Months

6. Multidisciplinary consulting
team for the project

7. This project will be managed through Ogilvy with
our collaborative partner agencies
Project management
Managing Partner with Integrated team
Brand strategy team
Integrated – Sara & Nicole (Ogilvy)
Digital – Ryan (Social.Lab)
Design – Anastasia (SuperUnion)
Communication – Patrick (Ogilvy PR)
Media – Merissa (Wavemaker)
Research (KLA)
Global Insights – Carla (Ogilvy)
Creative teams
Creative Director and Senior Designer
– Brand Design (SuperUnion)
Creative Director and integrated team
– Brand Roll-out Tool Kits (Ogilvy)

8. Consulting Team
Sara PatrickNicoleZanele MerissaAnastasia Ryan Carla

9. MANAGING PARTNER
ZANELE ZWANE Zanele Zwane is an Advertising and Marketing professional with over 15 years’ experience in
Brand Strategy, Campaign Management, Project Management and Retail Delivery.
She’s a successful professional with a wealth of transferable skills gained in the retail sector and
possesses a commitment to delivering customer service excellence and a reputation for ensuring
complete customer satisfaction.
She’s proficient in planning and organising any project with a successful track record of managing
large-scale projects.
Zanele is known to be a proactive leader with refined business acumen and exemplary people skills.
She’s facilitated teams to achieve organisational objectives, increase productivity and enhance
employee morale.
She has strong knowledge and exposure in handling all big brands in South, East and West Africa,
ensuring that campaigns are successfully implemented internationally and across multiple local
agencies.

10. With more than 10 years of experience, Anastasia has spearheaded multiple leading global and
local accounts.
With a passion for experiential design and making brands matter, Anastasia has accumulated
experience across various sectors: Financial Services, FMCG, Technology, Aviation, Mining and
Telecommunications.
Anastasia has worked with the following clients: Vodacom SA and Mozambique, South African
Airways, Johannesburg Business School, Standard Bank, Naspers, Glencore, Anglo American, Old
Mutual, Sasol, MINA, MNHD Real Estate Development (Egypt), Kapci Coatings (Egypt), Spectrum
Developments (Egypt).
Having obtained a Bachelor of Arts degree in Law, English and Media at WITS, Anastasia expanded
her passion for branding and achieved an Honours Degree Cum Laude in Strategic Brand
Management.
Anastasia’s driven and passionate involvement in the Branding industry has led her to be a member
of the Vega School of Brand Communications Brand Council, lecture Integrated Brand
Communications to part time industry professionals, as well as have a seat on the management
team of the Brand Council of South Africa.
MANAGING PARTNER
ANASTASIA COST

11. Sara Butchart is an Integrated Planning Director at Ogilvy
Telco: Two years on the Vodacom account, 1 year with Vodacom Business, five years on the MTN
account – Group Corporate Affairs: 2 years on Airtel East Africa – Purpose strategy and roll-out
Entertainment: 15 years overall working on M-NET, SABC, e-TV – content marketing and brand
management and ad sales
Financial: TransUnion, Metropolitan, Liberty, FNB. Recent brand strategy development -
completely new including name (2017) – Minet Group (African Insurance)
Vodacom – Currently working on Vodacom business at Ogilvy (2018)
Sara has worked with leading brands for over 20 years where she developed numerous brand
strategies for business. Working with the Ogilvy model, Sara believes in creating simple and agile
strategies that everyone can work with and live for.
INTEGRATED PLANNING DIRECTOR
AT OGILVY
SARA BUTCHART

12. Ryan is a Senior Digital Strategist ay Ogilvy
He has planned and managed numerous campaigns across the financial services categories, from
medical aid, car insurance and professional insurance to payment solutions and corporate and
private banking.
RMB: Digital and Brand Strategy (2 Years)
PPS: Digital and Brand Strategy (2 Years)
Bestmed: Digital Strategy (2 Years)
VodaPay: Digital Strategy (1 Year)
Cake: Digital Strategy (1 Year)
SENIOR DIGITAL STRATEGIST
AT OGILVY
RYAN LAING

13. JUNIOR STRATEGIST
AT OGILVY
NICOLE ADOLPH Nicole Adolph is a Junior Strategist at Ogilvy
Investec – Strategic support for our Investec client at Ogilvy (2019)
Standard Bank – Brand strategy support for the Wealth and CIB arm of Standard Bank at
SuperUnion (2019)
Vodacom – Currently working on Vodacom Business at Ogilvy (2020)
In the short time since entering the industry, Nicole has worked on a range of clients across
different industries such as banking, FMCG and broadcasting.

14. Patrick Conroy is Head of Strategy PR and Influence at Ogilvy
Former Managing Director of eNCA 24 hour news – SA’s most watched News Channel (8 years)
Former Managing Director Openview, a digital satellite entertainment platform , 2million
households. (2years)
Management Consultant Cell C Black – Marketing and Content (1.5 years)
Patrick has overseen highly successful media companies and experienced the challenges and
failures of digital content platforms like Cell C’s Black.
HEAD OF STRATEGY PR & INFLUENCE
AT OGILVY
PATRICK CONROY

15. Formula 1
AirFrance
TymeBank
Vodacom
Standard Bank
SARS
Sanlam
Edgars
Incredible Connection
Slowmag
Illiadin
Mango Airlines
Glasfit
Laughing Cow Cheeses
Silversands Poker
Yamaha
Blacksteer
Spekko Rice
C-Track
Epson
BankServ Africa
HIFI Corp
CHIEF STRATEGY OFFICER
WAVEMAKER GLOBAL
MERISSA HIMRAJ Merissa Himraj is Chief Strategy Officer at Wavemaker Global
Merissa is an experienced Communications Expert, passionate about delivering growth for clients.
With over 17 years of Industry experience , her skills set spans both Media and Commercial
Business disciplines, but her true love is Strategic Thinking and Implementation. With a knack for
innovative problem solving and a keen understanding of human behaviour, Merissa manages
complex situations and drives and motivates teams to deliver exceptional results.
In her role as CSO at Wavemaker, Merissa is focused on guiding strategic product, ensuring the
delivery of ground-breaking solutions for clients that deliver real Business Results. In addition, she
is very focused on driving the agency's strategic vision and growth objectives to ensure business
longevity and success and is actively involved in growing the next generation of Great Thinkers.
CHIEF STRATEGY OFFICER - Wavemaker Global
Driving Strategic and Client Service Excellence across the agency
CLIENT LEAD – VODACOM - Wavemaker Global
Client Lead focused on leading strategy and service delivery for client
BUSINESS UNIT HEAD - MediaShop
Strategic Lead across a varied portfolio of clients
MEDIA STRATEGIST, PLANNER, BUYER- RMS Media
Worked across all disciplines to get a full understanding of the Media Disciplines – across various
clients
OPERATIONS & FINANCIAL MANAGER- DUO Advertising
Managed production, media and financial requirements for a small BTL Advertising Agency

16. CHIEF EXECUTIVE
OGILVY CONSULTING WORLDWIDE
CARLA HENDRA As Chief Executive, Ogilvy Consulting, Worldwide, Carla leads Ogilvy’s global strategy and
innovation consultancy, which provides global advisory services at the intersection of Brand,
Growth Digital and Innovation. She is also the worldwide Chief Digital Officer of Ogilvy and leads
the Ogilvy Wellness practice globally. Carla is a member of Ogilvy’s Executive Leadership Team.
Prior to founding Ogilvy Consulting in 2012, Carla began her Ogilvy career in client management
on IBM, driving the global digital and demand generation work. She assumed North America digital
leadership as President of OgilvyOne in 1998 and was appointed Co-Chief Executive Officer, Ogilvy
North America in 2005. Carl has received awards across categories including being named
Advertising Age’s ”Woman to Watch” in 1999, “Advertising Woman of the year” by AWNY, the
YWCA’s “W” award for her efforts to eliminate racism and empower women in the workplace, and
was selected as one of Working Mother magazine’s “Advertising Working Mothers of the Year.”
Carla was also the first-ever female jury chair of the Cannes International Festival of Creativity in
2001. She serves as Board Director of Caleres, and is also on the Board of Directors of the Edgewell
Personal Care Group. She is a former Board Director of Unica and Dress For Success. Carla holds a
BA in humanities from The University of Chicago.

17. 7/13/202017

18. 7/13/202018
Ogilvy Consulting X
OUR
DIFFERENCE?
Ogilvy ConsultingOgilvy Consulting

21. OUR POINT OF VIEW
Today building a brand is more complex than ever, and yet more important than ever.
Brands have evolved. From Symbols and Stories to Systems.
Systems are governed by the way that each branded interaction matters to people’s lives
and the time horizon that it takes place.
Therefore, Brand strategy should evolve from a manifestation of differentiation, sometimes
idealistic, to an empathetic invitation of service and relevance.
For Ogilvy, BrAND Strategy is the force that transforms every branded behavior,
experience and expression to an intentional and reciprocal ‘WHOLE’ with people at its
centre.
The BrAND Strategy Capability at Ogilvy is rooted in our mission to make brands matter and
provides strategic ‘whole brand’ expertise, that enables growth for existing and new clients,
across every time horizon and at every customer touchpoint.

29. Some of the work we’ve done around
creating digital brands in the market

30. Case Study
naming approach for
Safaricom M-PESA
product
Please download this case study from the Download Presentation Videos on the site

32. Creation of
brand agnostic
platform for
Vodafone
VOXI
Please download this case study from the Download Presentation Videos on the site

33. This brand was built with a community of young
creatives and regular authenticity check-ins

35. 7/13/202035

36. 7/13/202036

37. 7/13/202037

39. Brand Discovery

40. Brand Discovery: 6 - 8 weeks
Activity Deliverables Strategy team
1 Kick off meeting – responsibilities, milestones, approval levels Project plan Integrated team with client
2 Review the business plans and KPIs to be achieved for the BCA Brand KPIs Ogilvy Strategy
3 Mapping all current and expected touch-points for the new brand – understanding the
system it will work in
Brand audit Ogilvy Strategy
Ogilvy Social.Lab
SuperUnion
4 Review all competitor best practice and gap analysis – local and global – in-depth deep dive
into digital super platforms
Competitor review Ogilvy Strategy
Ogilvy Social.Lab
Wavemaker
5 Review media platform usage and investment levels for benchmarking – PESO (Paid, Earned,
Shared and Owned)
Media review Ogilvy PR
Wavemaker
Ogilvy Social.Lab
6 Audience mapping – needs and wants Customer review Integrated team
7 Review of digital services global design and naming trends and insights Design strategy SuperUnion
Ogilvy Social.Lab
8 Workshop to decide on shortlist of possible naming, looks and positions the brand could take
- unique, inspiring, relevant and future-proof – define for research
Shortlist for research Integrated team
With client
9 Concept development – 2 unique routes will be designed for research Two Brand Designs SuperUnion
10 Consumer research Round 1 – validating which approach to develop – 3 weeks needed Research report KLA

41. In the competitor review, we will take a
close look at multi-product global digital
platforms for insights around
positioning, marketing and importantly
UX approaches

42. PayTM

43. Amazon is a multinational technology company known for its disruption of well-established industries through
technological innovation at scale. It’s one of the most influential economic and cultural forces in the world.
Not only is it the largest marketplace on earth, but it’s also a content subscription service, production house, cloud
computing services provider, and an advertising business (to mention a few).
• Amazon has multiple offerings and services
however they have not combined this entire
offering into one app. Although every
offering is accessible via the amazon.com
website but multiple apps…
• Part of this thinking is that a customer or
user is in a different frame of mind when
using these different services: For example,
e-commerce and marketplace behaviour is
different to content consumption behaviour
ie looking to buy something VS taking a
break and relaxing
Please Note: This is not the full offering, but rather a small selection of the offering
Amazon

44. QQ

45. Verizon is an American telecommunications company which offers wireless products and services. It’s the second
largest wireless telecommunications provider in the United States behind AT&T.
Verizon offers mobile phone, home telephone and Internet services through a variety of devices. However, they have
recently branched out into banking through their Visa card, as well as building a strong content streaming offering.
• Verizon currently have licensing deals in
place with the likes of Disney+ and Apple
Music. Of course, access to these services
occur on those platforms
• They have created the kind of super-app
we’ve been discussing where their entire
offering is accessible through the My
Verizon app
• They have also created a rewards
programme, similar to Discovery, which also
sits inside the My Verizon app.
Verizon

46. PROPRIETARY
TOOLS/IP
3RD PARTY
TOOLS
STRATEGIC
PARTNERSHIP
We utilise a mix of tools, but rely on our ability to build what we need. We use a combination of quantitative and qualitative
techniques. Our analysis typically focus on the 7Cs Framework: Company, Competition, Category, Consumer, Community, Content
and Channels
BENCHMARK
Using a wide range of tools for insight exploration

47. Understanding behavioural design
trends that should guide our approach
to the brand design

48. BRAND DISCOVERY: DESIGN AUDIT PHASE: RDE MODEL

49. BRAND DISCOVERY: DESIGN AUDIT PHASE: VISEQS MODEL

50. Our thinking and two brand designs
will be explored with our target
audiences in order to inform our final
route to market

51. 51
More specifically:
• Understand all hooks and barriers to the concept &
content
• Understand messaging and clarity thereof around brand
and offering
• Investigate fit to brand and & credibility of Vodacom to
offer this (beyond telecommunications)
• Unpack any areas of concern or possible mistrust and
highlight ways to overcome this
• Unpack stand-out and differentiation
• Unpack overall relevance and resonance
• Highlight any areas of improvement or adjustment that
lead to optimisation of the content
Primary objective:
Unpack reaction to the
creative content and provide
strategic direction for
greater resonance
The primary target markets we need to speak to include:
• End customers – specifically within the Vodacom segments of
Youth, Mass & High Value
• Business – Small and Large
Research Phase 1

52. 3 day Online Insights Community for customers
The length of the Online Community is dependent on the number of ideas being tested. Should only one concept be tested, a 3-day community is optimal.
Online communities engage consumers for about half an hour
a day over a number of days via a research orientated online,
secure platforms. The real value of this methodology is that it
gives consumers the time to consider and reflect, creating the
circumstances to gain in-depth responses.
Given the large, broad nature of the sample, the online
community allows for a more cost-effective access to this
sample, without having to compromise along any
demographic.
The online community allows for the exposure of multiple
stimuli and it enables us to maintain optimal levels of control
to prevent sharing of stimuli.
Clients are able to view all responses on the platform
The recommended sample structure is as follows:
Segment Vodacom
Users
Competitor
Users
Youth (18 – 25 years) n=10 n=10
Mass (R10 000 – R36 000
Household Income)
n=10 n=10
High Value (R36 000+ Household
Income)
n=10 n=10
Small Business Owners n=10 n=10
Total
Recruiting n=80 to run with approximately 70
active respondents
Additional sample considerations:
• For all segments: we will aim for a spread across gender, region and race
• For Mass and High Value we will aim for a spread across age (25 + years)
• For small business owners we will aim for a spread across industry type

54. Brand Creation

55. Brand Creation : 6 weeks
Activity (based on agreed name/route from research) Deliverables Strategy team
1 Brand essence workshop
Brand architecture, purpose, values, tone, archetype, behaviours, promise workshop
Brand House Integrated team with client
2 Brand visual identity creation – based on chosen concept for roll-out – logo, colour palette,
typography, creative systems, applications
Brand CI Manual SuperUnion
3 Digital Brand design- App, website, social and online ad unit designs - 6 digital applications
included
Brand tool kit
Ogilvy Strategy
SuperUnion
4 Affiliate Brand framework
5 Marketing elements – film, print, radio, outdoor creative elements
6 Messaging Matrix – overarching brand messaging by audience

56. Our creative teams will develop and
craft the brand – develop from a
future-backed approach and test for
all mediums

57. VODAFONE
BRAND REPOSITIONING
From Telco to digital partner

58. From telco to digital partner -
narrative
Customer
Segments
Enterprise
Segments
External
Stkhldrs
Employees
& Partners
Execution flexed by audience / segment
The future is exciting. Ready?
Confident PartnerOptimistic Invitational
“As we enter a new exciting era, customers and communities want
help adapting, navigating and prospering from the remarkable new
technologies reshaping the world. At Vodafone, we are excited
about the possibilities ahead and are ready to enable our customers
to conquer this new world”
From telco to digital partner
Working together with WPPTeam Red Superunion
developed the new brand strategythat signalled
the company’s ambition to move from being just a
telecommunications company to become a total
communications company, Vodafone’s new brand
positioning – The future is exciting. Ready?
underlines its belief that new technologies and
digital services will positively transform society,
enhancing quality of life across the world in years
to come.
VODAFONE
BRAND REPOSITIONING

59. VODAFONE
BRAND IDENTITY
We created a modernised visual identity – activated
across advertising, retail and moving image
applications – to reflect Vodafone’s new strategy and
ambition, unleashing the famous speech mark to
highlight the relationship between humanity and
technology.
The updated logo peels away the layers of gradients,
shadows and effects to reveal a modern version
of the iconic mark.
The new typeface now fits with the other Vodafone
typefaces, bringing a distinct cohesion to the brand
and a flexibility to work across every channel.
The speech mark device, previously limited to a
secondary role, now sits front and center, linking up
all the communications. It now houses headlines,
interacts with images and products and appears in
motion across TV screens, websites and digital
displays in stores.
The refreshed identity provides a sense of
connection
– the idea at the heart of the Vodafone brand.

60. VODACOM
LOCAL
SOLUTIONS
Because of South Africa’s diverse
population, there was a need to
define nuances in visual language
and tone within the global
identity to appeal to different
consumer segments. Brand Union
developed a range of brand
platforms to deliver segment-
relevant products and messages.
The role and execution of each
element was considered, and
rules applied. The system was
flexible enough to allow for
creativity but provided the
necessary guidelines to ensure
‘one’ brand consistency.

61. C2 General
TheBigConversation
Activationtoolkit
VODACOM
VODACOM SPIRIT
A global project to develop an internal programme
developed to start a conversation amongst
employees about how the organisation needed to
change and what it needs to focus on in order to
meet its long-term business objectives.

62. OLD MUTUAL SOUTH AFRICA
REIMAGINING A VIBRANT,
PAN-AFRICAN BRAND
Old Mutual embarked on a journey to
consolidate their larger global business and
bring it back to its roots in Africa.

63. BEFORE
OLD MUTUAL
BUILD MEANING
Old Mutual is a complex organisation that
provides financial solutions to individuals,
SMMEs, corporates and institutions across
different market segments and geographies
across Africa and other emerging markets.
Old Mutual’s relisting on the JSE and the renewed
focus on its home markets that this signaled
prompted the business to take a long hard look at
its brand.
There seemed to be a gap between its customers
dreams and their current reality but increasingly
there were not choosing Old Mutual to help them
bridge this gap. The brand lacked relevance to
younger, middle-class audiences and was
perceived as conservative and messaging and
tone seemed paternalistic rather than
motivational. In addition customers did not
understand the full breadth of the offering from
the business.
Superunion was tasked with reimagine this global
brand for the African landscape. A vibrant and
optimistic brand that speaks to a younger
generation and one that is relevant and easy to
navigate.
The challenge was to help leadership move an
organisation from a focus on product to being
customer led, and showing it was now in touch
with the rapidly evolving needs of Africa’s people.

64. THE VIGNETTE LINE
OLD MUTUAL
CREATIVE
CONCEPT
03 July 2020 64

65. The visual language system was deliberately
designed to flex between a conversational and
approachable tone to a more elegant and
sophisticated tone.
PHOTOGRAPHY VIBRANT COLOUR PALETTE
LOGO LOCKUPS AND VIGNETTE LINE ICONOGRAPHY
TYPOGRAPHY
OLD MUTUAL
VISUAL LANGUAGE
SYSTEM

66. The Vignette line and brand icon can flex within
different digital applications such as web and social
media. An official brand site was launched through
which partner agencies could easily access all brand
elements.
OLD MUTUAL
VISUAL LANGUAGE
SYSTEM
03 July 2020 66

67. A vibrant, optimistic photo library was created. By shooting in
6 African countries we were able to deliver locally relevant yet
consistent images that appealed to markets in South Africa,
Kenya, Ghana, Namibia, Malawi and Zimbabwe, addressing
local stylistic and technical requirements.
MALAWI
KENYASOUTH AFRICA
ZIMBABWE
GHANA NAMIBIA
OLD MUTUAL
VISUAL LANGUAGE
PHOTOGRAPHY

68. We developed a system that ensured specialist
expertise was highlighted. For legal reasons
some existing brands had to be kept in specific
markets or disciplines.
TYPE OF BRAND RATIONALE OVERVIEW AND VISUAL EXAMPLES
MASTER BRAND
Represents m ultiple
audiences and / or
com petencies.
CAPABILITY
To create consistency,
capabilities and sub-
capabilities are sign-
posted next to the
Old Mutual anchor.
This acts as a sign-
off to a layout /
com m unication and
also allows for the
capability to be linked
and aligned to the
Old Mutual Brand,as it
is centrally aligned t o
the anchor.
DUAL BRAND
Shared ownership
and positive im age.
OR
Majority ownership,
but requiring brand
stretch or m igration.
ENDORSED
EXAMPLES
1. Minority ownership
with positive im age
transfer.
2.OR Majority
ownership,but
separate brand due
to a superior brand.
3.OR Majority
ownership,but not
a long-term savings,
investm ent or
insurance business.
DO GREAT THINGS EVERY DAY
Monolithic Brand Structure
Old Mutual | Brand Archit ecture | 2019
SUB-CAPABILITY
car.hom e.life.insurance
W EALTH
W EALTH
DO GREAT THINGS EVERY DAY
W EALTH
INTERNATIONAL
DO GREAT THINGS EVERY DAY
CORPORATE INVESTMENT GROUP
INVESTMENT GROUP
DO GREAT THINGS EVERY DAY
INVESTMENT GROUP
M ACROSOLUTIONS
DO GREAT THINGS EVERY DAY
INSURE
INSURE
DO GREAT THINGS EVERY DAY
INSURE
AGRI
DO GREAT THINGS EVERY DAY
CORPORATE
GROUP A SSURANCE
DO GREAT THINGS EVERY DAY
CORPORATE
DO GREAT THINGS EVERY DAY
W EALTH
PRIVATE CLIENT SECURITIES
DO GREAT THINGS EVERY DAY
OLD MUTUAL
BRAND
ARCHITECTURE

69. Messaging frameworks by business line
Sub-capabilities were clearly defined to aid
signposting for customers
OLD MUTUAL
MESSAGING
FRAMEWORKS &
BU GUIDELINES

70. Joint Ventures also received guidelines on how to
approach the system
OLD MUTUAL
VISUAL
ARCHITECTURE &
JV TEMPLATES

72. Brand Definition

73. Brand Definition : 6 weeks
Activity Deliverables Strategy team
1 Brand plans – launch and roll out first 12 months - campaign planning – using the Ogilvy OS
system and digital integration models
Marketing Plan first 12
months
Ogilvy Strategy
2 Brand Investment strategy – PESO (PAID, EARNED, SHARED AND OWNED) Media Plan first
12 months
Ogilvy Social.Lab
Ogilvy PR
Wavemaker Media
3 Monitoring & Tracking – what research elements should be in place to regularly track brand
performance and against which metrics Brand M&E Plan Ogilvy Strategy
This does not include developing the launch campaign for the project – which would be scoped separately

74. We will provide a 12-month road map
for the brand, guidelines and messaging
for launch, where and how to invest for
return and framework for ongoing brand
measurement

75. AWARENESS
CONSIDERATION
SALES
SOCIAL DIGITAL
• Broad Match Keywords
• HTML5 Banner Ads on GDN
• Responsive/Rich Ads on GDN
• TrueView Ads on Youtube
• Branded Search Keywords
• Shopping and Gallery Ads
• Native Advertising
• Transactional Search Keywords
• Google Ads Extensions
• Dynamic Remarketing
• Remarketing Lists
• Reach and Frequency
• Brand Awareness
• Video Views
• Traffic
• App Installs
• Engagement
• Dynamic Ads
• Store Visits
• App Installs
CRM FUNNEL
Filters the audience from stage to stage
based on previous actions.
We will develop a marketing strategy designed to ensure
complete integration between channels based on strong
re-engagement throughout the funnel

76. Considering all Customer Journey touch points.
INSTAGRAM STORIES
ADS
Sparking your interest
GOOGLE SEARCH ADS
To research apps within a
specific category
APP INSTALL ADS ON
YOUTUBE
Showing you the app
GOOGLE PLAY STORE SEARCH
Ranks your app for specific
category related and brand
keywords
LEADING YOU TO
DOWNLOAD THE APP
PUSH
(DISCOVERY)
PULL
(INTENT)
FACEBOOK APP INSTALL AD
Provides a preview of the App
to consumers

77. JOOX – Driving App Installs
Please download this case study from the Download Presentation Videos on the site

78. IKEA e-Commerce
Please download this case study from the Download Presentation Videos on the site

79. A media investment strategy will include
Paid, Owned and Earned platforms

80. Provocative
Planning
Transform
Growth for tomorrow
Maximise
Growth ongoing
Unlock
Growth today
We will provide a media
investment plan to follow

81. 81
What happens in the Unlock Audit
Deep Audit of Precision
and Digital capabilities
done by our specialists in
our bespoke Operating
System
Can benchmark against
competitors digital
performance and highlight
gaps and opportunities
Outcomes : Detailed
performance roadmap to
deliver optimal digital
outcomes
Able to derive and deploy
a robust performance
based digital media
strategy with clear KPIs
that are measurable and
trackable from Day 1

82. What happens in the Maximise stage

83. 83
What happens in the Transform stage
Use any of our 5 bespoke
toolkits to uncover new
opportunities for client
growth
Move beyond media
performance and into
providing ways for clients
to diversify for future
business longevity
We develop Strategic
frameworks and
guidelines for immediate,
medium terms and long-
term success
Outcomes : Detailed
media strategy,
Measurement
Framework, Quick wins
playbook, Partnerships
guidelines

84. THE BRAND PLANS WILL LOOK
AT HOW WE WILL EARN
INFLUENCE - NOT JUST
EARNING MEDIA FOR THE NEW
DIGITAL BRAND
EARN ATTENTION
EARN MEDIA
EARN SCALE
EARN TRUST
EARN INFLUENCE
• Business and trade media engagement
• Vertical media planning
• Long-form and rich content creation and development
• Media partnerships
• Thought and opinion leadership
• Market and sector commentary (agenda surfing content)
• Stakeholder and media engagement (ie owned platforms such as a roundtable)
• Advertorial content
• Media partnerships
• Sponsorships of key industry events
• Social media
• Thought leadership
• Investment in proprietary industry research
• Proactive issues engagement
• Rich content

86. AM & PM Brand Strategy Research Creative Development
R114, 341 R890, 025 R438, 745 R1, 241, 015
4% 50% 46%
NOTE: As the financial submission was developed earlier in the process, Ogilvy would work with Vodacom Financial
Services to ensure that the final costs are aligned to the agreed scope.
We see this project split being around
50% strategy, 45% creative and 5% project management.
92% of the budget will be spent in the first 3 months.
Three quarterly strategic check-ins for the brand @ R69, 575 (R208, 725) to apply learnings and course correction –
amounting to 8 % of the total cost.
Budget summary – R2,684,162

87. Why us?

88. Why us?
1. Successful experience on Vodafone in SA, UK, Kenya
2. We have a bespoke team of multi-disciplinary experts
who will be dedicated to the project
3. We are consulting with creative added-value
4. We have local, regional and global support
5. We think, test, design, implement ... all in one

89. Questions

90. Copyright © 2019 Ogilvy South Africa Propriety Limited (“Operating Company”). All rights are reserved. This document/presentation contains confidential and proprietary
information and methodology belonging to the Operating Company. No part of this information may be disclosed to others, nor may it be used, reproduced, copied or
transmitted in any form or by any means, electronic, mechanical, or otherwise without prior written permission of the Operating Company, and this document/presentation
must be returned immediately upon the Operating Company’s request.
Thank you!