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SMW Lagos - trendwatching.com deck for #SMWMarkRED
- 1. Top 5 African marketing trends for 2015! Social Media Week, February 2015, Lagos Lola Pedro Africa Regional Director, trendwatching.com
- 2. ABOUT US Since 2002 250,000 free subscribers, 1,200 Premium clients
- 3. 2,500 spotters in over 100 countries WATCHING TRENDS
- 5. TRENDS, SMALL AND BIG Macro Consumer Industry
- 6. CONSUMER TRENDS “We look for signals: things that have ‘unlocked’ or newly serviced an existing consumer need, desire, want or value.”
- 8. 1. NEW AFRICAN NARRATIVES Africans today are forming new identities and tribes based on their own definitions, interests, passions, aspirations and lifestyle choices.
- 9. GUINNESS Beer brand's ad campaign highlights MADE OF BLACK movement
- 10. KENYA TOURIST BOARD #WhyILoveKenya social media campaign aims to revitalize Kenyan tourism industry
- 11. 2. RANDOM ACTS OF KINDNESS Why surprising and unpredictable acts of kindness will be one of the most effective ways to connect with Africans craving the human touch
- 12. BRANDHOUSE Traffic police reward sober drivers in South Africa
- 13. ROBERTSONS SPICES Food brand surprises budget airline passengers
- 14. 3. BY- PRODUCT PRACTICES Leveraging existing connections for alternative purposes.
- 15. AIISSEEE! Game show and interactive platform for couples tackles health issues in East Africa
- 16. EASY TAXI Taxi app's partnership with domestic care brand raises awareness of Ebola
- 17. 4. REWARD INC. Brands are increasingly attracting and engaging new and existing customers with rewards for interacting with them.
- 18. MAGNUM Live Twitter auction promotes new Magnum ice cream flavors
- 19. TUNISIE TELECOM Telecoms operator rewards beach cleaners with free wifi
- 20. 5. UBITECH The ever-greater pervasiveness of technology and why the offline world is adjusting to, mirroring and incorporating the online world
- 21. VIDA E CAFFÉ Coffee chain introduces AR- enabled cup sleeve
- 22. MELLOWCABS Electric pedicabs feature relevant geolocated promotions
- 23. COCA-COLA & BT GLOBAL Free Wi-Fi internet access for impoverished communities via vending machines THANK YOU!!! For soft copies of this presentation, please email: lola@trendwatching.com
Editor's Notes
- Across the continent, Africans are renouncing the age-old labels, clichés, and stereotypes placed upon them. And they’re refusing to be defined by their spending ability, or economic stature
- Guinness's provocatively themed "Made of Black" campaign links the color of its beer to the vibrant spirit of young Africans. "This campaign is a celebration of an attitude that epitomizes individuals who aren't afraid to truly express themselves," says Mark Sandys, the client's global brand director. "With #MadeOfBlack, we will provide a stage for those who are an inspiration to others, as they carve their own path with confidence, flair and boldness." Link:
- In June 2014, the Kenya Tourist Board announced a campaign using the hashtag #WhyILoveKenya across social media platforms, including Twitter, Facebook and Instagram. The campaign was launched after al-Shabaab's bomb attacks devastated Nairobi and tourism to the country dwindled. On the surface, the campaign is a celebration of Kenya, however the Tourist Board has since rallied celebrities, tourists and corporate bodies to participate and showcase the 'uniqueness' of the country. Link: https://www.facebook.com/WhyWeLoveKenya
- In May 2014, over 250 South African motorists were stopped by traffic police and handed grocery vouchers (if sober), in an attempt to reduce the number of drunk driving-related fatalities on the road. The roadblock was implemented by KwaZulu-Natal Road Traffic Inspectorate and South African alcoholic beverage company, Brandhouse.
- In March 2014, Robertsons Spices treated passengers on a domestic Kulula fight to a special complimentary gastronomic experience. The South African spices brand created a surprise mid-flight three-course meal for people flying with the budget airline, with fine dining-style dishes including a black pepper and pistachio-crusted beef fillet. Link: https://secure.robertsons.co.za/
- Launched in Q4 2013, AiiSSEEE is a radio game show and multimedia campaign for couples. The communications campaign, founded by Tanzanian production company Khanga Rue and US academic and government agencies, connects East African couples via social media, quizzes and games on the radio show. AiiSSEEE! intends to help couples in relationships to communicate effectively, and ultimately address health concerns such as HIV prevention, maternal health and family planning. Link: https://www.facebook.com/aiisseee
- As the Ebola virus continued to spread across West Africa in August 2014, mobile app Easy Taxi partnered with hygiene brand Dettol to offer Nigerian taxi drivers lessons on how to diagnose and prevent the spread of Ebola. Taxi drivers were encouraged to become agents of change and attend monthly meetings as part of the Ebola Awareness Campaign. At the events, drivers learnt about the symptoms of the disease and preventative measures, with the aim of improving public knowledge and educating taxi passengers. Link: http://www.easytaxi.com/ng/
- November 2013 saw Magnum host South Africa’s first ‘live’ Twitter Auction using over 1000 participants’ tweets as currency in the launch of Magnum ice cream’s new Pink Pomegranate and Black Espresso flavors. Each of the 10 luxury prizes chosen by the brand’s Facebook fans were offered up on Twitter, and each prize would go to the highest bidder who made the most #MagnumAuction tweets within a 15 minute time-frame. After gaining over 10,000 new followers during the campaign, MagnumSA is now the largest FMCG Twitter brand in South Africa. Link: https://www.facebook.com/MagnumSouthAfrica
- June 2014 saw Tunisie Telecom launch Keep Our Beaches Clean: a costal protection and beach cleaning program. Once a certain amount of trash had been collected and placed in a special can, free wifi access was unlocked for all beachgoers. Participants could track real-time collection via digital screens and were encouraged to continue collecting to reach the goal. The telecoms operator ran the campaign at six beaches across the country over three weekends. Link: https://www.youtube.com/watch?v=9PRgLdkCOoU
- September 2014 saw South Africa-based coffee chain Vida e Caffé debut an interactive cup sleeve in partnership with Dubai Tourism. Via a free augmented reality mobile app, users could scan the sleeve, explore several tourist destinations in Dubai and then enter a competition to win a trip to the region.
- In August 2013, South Africa-based Mellowcabs began production of its electric pedicabs which will be used across Cape Town. Mellowcabs rides will be available free of charge, paid for by advertising on the interior and exterior of the vehicles. Via on-board tablets running geolocation software, passengers are shown relevant ads and promotions when the cab is in proximity to specific stores or restaurants. Passengers can also connect to their social media profiles and use the tablet to take photos of their ride, while an AR facility enables them to view tourist information as they travel around Cape Town. Link: http://www.mellowcabs.com/