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A
s brands challenge themselves to become
ever more innovative with a growing number
of out-of-home sites, the ubiquitous billboard
is as blank a canvas as it’s ever been. And car com-
panies are spear-heading the charge with clever
creative to stand out from the clutter.
Land Rover’s most recent campaign welcoming
motorists to ‘Land Rover Country’ is just one exam-
ple. While others have opted for gimmicky add-ons
to outdoor sites across the country, the iconic Brit-
ish brand went back to its roots – combining the
very nature accessible by Land Rover with the dis-
tinctive silhouettes of its award-winning vehicles.
‘The simple billboard concepts are in stark con-
trast to our technologically packed products,’ said
Peter Biven, Marketing and Communications Direc-
tor for Jaguar Land Rover South Africa and sub-
Sahara Africa. ‘Land Rovers are engineered with
state-of-the art features and technology. But their
real purpose comes to life in enabling owners to
access the great outdoors.’
The creative reinterprets each Land Rover’s
characteristic shape using an aerial view of a herd
of animals forming the vehicle’s outline. Zebras
storming arid desert form an unmistakable Discov-
ery. So, too do Wildebeest roaming the savannah,
while a herd of Red Lechwe resemble a Range
Rover Sport in the wetlands.
‘What better way to celebrate Land Rover’s
heritage than with something as raw and primal as
Africa’s wildlife?’ said Biven. ‘The images became a
metaphor for the vehicles’ power, grace and ability
to traverse any terrain.’
The outdoor creative has been tactically placed
on sites on the outskirts of cities and on routes
leading to key local destinations. A clever way of
cementing Land Rover’s position as the leading SUV
brand in SA, as well as its off-road credentials. And
not a glamorous car photo in sight.
I
t is not often that an opportunity to spend an hour
with brand Guru Jeremy Sampson presents itself.
It was quite a treat to be able to host key clients at
Point headquarters for breakfast with Jeremy.
This being the second Point Network forum, the
intention was to make it even less formal than the
previous one and to drive more focus to our clients
and guest speaker. The guests delved into a pres-
entation from Jeremy that was evidence of his 40
years’ experience in the branding industry, and lis-
tened as he effortlessly took us through what would
have been a very academic conversation for some,
in a personal, conversational and practical way.
This was a rare opportunity for those present
to spend some time listening to colourful narrative
on branding, and witness how seamlessly Jeremy
navigated through topics relating to brand manage-
ment, brand valuation and the new brand world,
where the dialogue has gone from being one sided
to a two way conversation between brands and
consumers.
Jeremy took the topic; ‘Managing your Brand
and Reputation’, and was able to contextualise it
using interesting anecdotes and references that
Point’s clients could relate to.
Two key points stood out for organiser and Point
Customer Relations Manager, Khosi Jonas, the first
being the reference to reputation management. ‘A
brand is what people say about you when you are
not in the room’ and the second being the essence
of branding captured in the statement ‘A brand is a
promise made and a promise kept’.
‘This rung true for Point as a business, as the as-
sociation and the reputation we are building in the
industry needs to be synonymous with the promises
we make in our value proposition. We are commit-
ted to partnering with our clients for the long-term
in-order to achieve their set-out business goals and
grow with them. The Point Network breakfasts are
just one of the ways we are trying to stay connect-
ed. It is a deliberate effort from the Point business
to engage key decision makers in conversations
pertinent to growing their businesses.
‘We are already in the preparation phase of our
next breakfast, which is a not to be missed for those
that have an eye and heart for design. The speaker
is industry renowned and has had a significant im-
pact on the design landscape in South Africa and is
passionate about changing the world through crea-
tivity!’ concluded Jonas.
For more information on this and future events
contact
Welcome to Land Rover country
Point hosts breakfast with Jeremy Sampson
I
AB South Africa and Effective Measure have re-
leased the findings from the July 2014 dashboard
statistics on the South African digital media in-
dustry, regarding usage of desktop and mobile pro-
files to access IAB member sites.
Web browsers visiting audited IAB member
sites are assigned a unique cookie ID which accu-
rately determines the browser ‘uniqueness’ figure.
As a result, Effective Measure’s findings indicate
that across both online and mobile, usage is accel-
erating rapidly in the local digital sector with South
African monthly Unique Browsers having exceeded
the 45.9 million mark in July 2014. This is a marked
increase when compared to March 2014 which cap-
tured 27.4 million.
Effective Measure’s surveying software also
operate in HTML in order to accurately determine
the demographics of smart devices and mobile traf-
fic; which show that 31.6 percent of online traffic
is accessing digital platforms via their mobile de-
vices. There were 165 772 active survey respond-
ents in July 2014. These respondents are randomly
selected across all IAB SA publishers website and
their demographic profiles are linked back to each
site visited.
Another key insight includes a large increase
in Page Impressions, with the market smashing
through the 1 Billion mark. According to Ryan Har-
ris, Head of Measurement for the IAB, ‘The detailed
data findings provided by Effective Measure give
IAB members a far more holistic view of their target
audiences and now allow them to tailor their cam-
paigns far more effectively. Also, reaching 1 Billion
Page Impressions across the sites is a significant
achievement for digital in SA showing that the me-
dium is growing rapidly, reaching the masses and
now a real option for brands to consider in their
marketing mix.’
Some of the key findings from the report include:
* The daily average of Unique Browsers has in-
creased to over 3.4 million daily
* 31.4 percent of respondent between the ages
of 20 – 29 years
* 87.3 percent of respondents use the internet
to access emails
* 51 percent of respondents are female, and 49
percent are male – therefore, online browsing isn’t
recognised more by one sex than the other
* 26.3 percent of respondents live in Johannes-
burg
Key findings from IAB member sites
58
Anthony Swart Managing Director Point with
Jeremy Sampson
Jeremy Sampson meets Luigi Ferrini Customer
Executive SA Tiger Brands
