Mike Wood has recently joined the Ogilvy Cape Town team and launched the new digital video production department, Record Edit Create (R.E.C ). Read more on R.E.C and Mike Wood under the post, Digital Expansion.
Meet Our Newbies
PRISA PRISM Awards 2011
Hats off to our Public Relations department who collected a total of 11 trophies at the annual PRISA PRISM Awards held in Cape Town for the first time this March. The team boasts three Golds, four Silvers and four Bronzes for their consistent hard work through-out 2010.
The team’s significant haul was amplified by the fact that they won for sophisticated projects across five clients. The list of awards is below:
PRISA PRISM Awards 2011
Gold
Stellenbosch – Water Institute
As part of its all-encompassing HOPE Project, Stellenbosch University established its Water Institute in 2010. The HOPE Project seeks to address local and global challenges through cutting edge research, learning and community interaction.
Ogilvy was tasked to spark as much local and international attention around the Water Institute and, more specifically, its first project – the ‘teabag’ water filter. What resulted was a media phenomenon which has reached all corners of the globe through traditional and digital communication channels.
Weylandts – Newsletter
Premium South African furniture retailer, Weylandts Homestores, wanted to entrench its positioning as a leader in the design and lifestyle arena through its electronic communication to customers. To do this Ogilvy PR was tasked with re-inventing the Weylandts e-newsletter in 2010.
Weaving in the over-arching creative concept of Provenance – the origins and unique story of each piece – the newsletter was designed to resemble a magazine-style ‘What’s Hot’ page which dealt not only with Weylandts news but also with international trends and style news from other sources.
The beautiful, custom designed newsletter was sent monthly to customers, differentiating Weylandts from other retailers and establishing Weylandts as a trend and thought leader.
Sodastream – Goodbye Bottles, Hello Sodastream
Sodastream is the world’s largest manufacturer, distributor and marketer of home carbonation systems. Once a feature item in the 1980’s suburban kitchen, the brand somehow slipped off consumers’ radar.
The challenge faced by Ogilvy PR was to develop an editorial PR campaign, to not only put the product back on the map, but to position the brand as better, healthier alternative to pre-packaged bottled drinks highlighting all the environmental and product benefits.
A successful campaign using a full spectrum of PR channels was implemented under a number of limiting constraints.
Silver
Stellenbosch – Hope Project
Sunday Times – Zulu Edition
LexisNexis – Annual Labour Law Conference
Percy Bartley House – Rejuvenation
Bronze
Sodastream – Goodbye bottles, Hello Sodastream
Sunday Times – Zulu Edition
Stellenbosch University – Water Institute
Stellenbosch University – Hope Project
New Business
We have recently been awarded the Schweppes Novida project from The Coca Cola Company for East Africa.
Novida was launched in 2008 by The Coca Cola Company. Ogilvy Cape Town will be focusing on re-launching the brand, through a strong, convincing communication campaign in Kenya and Uganda that will give Schweppes Novida a clear point of difference from their competitors. Ultimately Schweppes Novida will be positioned as the undisputed leader in the light malt non-alcoholic beverages category in our chosen markets.
Creative Work
We’ve collected two firsts in the January 2011 Creative Circle Awards. One in the print category for the Volkswagen/Blue Motion Campaign: “Save the Vaal Environment/Dyer Island Conservation Trust/Harvest of Hope/Mveledzo Community Organisation” and the second for the ambient/outdoor category for Volkswagen/Golf 6 “Marching Band”.
BlueMotion is Volkswagen’s environmentally-sensitive range.In order to demonstrate that BlueMotion is all about giving a little bit back, we donated part of our expensive advertising space to small, eco-focused non-profit organizations.
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The successful tongue-in-cheek guerrilla activation for VW Golf saw a silent marching band traverse the Sea Point promenade, effectively advertising the joys of silence and how it can be enjoyed inside the quiet VW Golf.
While both these fantastic pieces of work are very deserving of their awards, another piece of work that hasn’t yet won any awards, but that deserves recognition is the Stimorol Jaws advert.
Stimorol Infinity lasts very, very long. An outdoor campaign illustrates the effects of chewing gum that simply doesn’t lose its flavour.
BlueMotion is Volkswagen’s environmentally-sensitive range.In order to demonstrate that BlueMotion is all about giving a little bit back, we donated part of our expensive advertising space to small, eco-focused non-profit organizations.
Digital Expansion
Traditional advertising agencies have had to reinvent with the push towards digital integration and the use of social media across campaigns. Ogilvy Cape Town is leading the way with its new specialist division, Record Edit Create or R.E.C – a video production service.
Headed up by Mike Wood, formally of Big Mouth Productions, R.E.C’s main focus is on creating digital video content for new media platforms. Offering a full spectrum of video production services from conception to finished post production, Ogilvy Cape Town’s clients will feel the benefits of a quicker turn-around time and tighter control over the final product.
The new video requirement is quick, cost effective and does not compromise on creativity. Fostered by increasing bandwidth and rapid development in technology, video is currently experiencing a revival. Content linked across social media platforms and cell phones, has increased the viral spread and rapid infiltration amongst viewers and, with this revival, the term ‘content is king’ has never been more true.
“The growth of the social web and mobile is mothering the rebirth of video, add to this client’s needs for a more cost effective production offering and it makes sense that we launch the service,” comments managing director, Gavin Levinsohn. Pioneering the field for traditional advertising agencies, Ogilvy Cape Town is among one of the first in the country to offer this type of a digital content production.
Integrated into advertising campaigns, digital video clips can provide consumers with a deepened relationship to a product or service. Whether uploaded onto YouTube or a client’s website, video clips have become an essential component in building consumer relationships with brands, as well as a valuable corporate communications tool.
“Never before has there been a need for video to be such an integral part of marketing strategies. This new venture allows agency staff and clients the opportunity to create content efficiently and affordably. And what better place to kick this off than the mother city?” says Wood.
R.E.C’s services are not limited to social media use, but corporate brand videos and commercials too and will be available to existing Ogilvy clients, new clients and other agencies not yet offering the service.