Download - When Brands start defining "me"
mEFriday, November 20, 2009
Youwhat makes ME different than
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©2009 all rights reserved
“i am what i am”
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surrounded
with
i am what i am
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do brands really have define us?
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bmwblackberryjack daniels
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levi’s®
ipod
mini
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golf gtiiphone
smirnoff
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y r we so
BrandedFriday, November 20, 2009
brandadverts 0
7.5
15
22.5
30
1998 2008
South Africa Measured Adspend in ZAR BILLIONS OMD 2009
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24.5 billionadvertising
BeveragesRetail
Health & BeautyBanking & Insurance
Travel Leisure & TransportEducation & Government
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24.5 billionadvertising
Retail 24.6% Travel Leisure & Transport 14.69%
Banking & Insurance 11.7%Health & Beauty 8.0%
Beverages 6.1%
Education & Government 7.3%
65%OMD 2009
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16 1,7
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individualwho is the south african audience?
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southafrica
48 million population47% 16+
30% have full time work90% under 30 are single
75% of the unemployed are under 35’s 28% have matric certificate
Consumerscope 2009
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individual42+ million cellphones26+ million pairs of jeans
40+ million Red Bull cans
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damn modern consumerism!
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2000
X1.25 mil
1839-1859
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the greatest inequalities attract little attention...but when everything is more or less equal, the slightest variations are noticed.
1876 de toquville
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carrelationship
home
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society or
anxietyFriday, November 20, 2009
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healtheconomiceducation
be faithful stay hiv negative
spend responsibly
outcomes = employable
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a word from our sponsor...
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health
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economic
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education
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brands influencesocieties
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youth EXPECT brands to influencesociety
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GOV’T BUSINESS
responsibilityrevenuecomplianceconstituency
consumertaxationregulationresponsibility
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old responsibility
How much to give
Who toTracking the PR impact
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Young connexopportunity
What are we best placed to change for the better
Integrate investment into our business model
Tracking impact against the issue
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opportunitysocial impact
customersgovernment
employeesinvestment community
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i want
you to...i wantto...
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adthink communities
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HIV
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300,000
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!"#$%&'%($%
)'#(*+($,%
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!"#$
%&'()$
*+,!$
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impactyouthFriday, November 20, 2009
>90% appropriate for brand>85% cool
>28% spontaneous mention
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EXPECT brands to influence
society
TextmEFriday, November 20, 2009
+ -Friday, November 20, 2009