Inspiring Advertising Making Changes

By | Food for thought

Inspiring Advertising Making ChangesAfter becoming somewhat disillusioned with the Influencer Marketing trend we went in search of advertising that promotes more than just a brand and has a powerful effect on changing how we see the world.

These ads from around the globe are a good antidote to anyone who’s been feeling a bit jaded by the advertising industry of late.

Nike: “What Will People Say About You?

This controversial advert is part of Nike’s “Equality” campaign and features female Arab athletes. It’s been criticised for its Western cultural stereotyping, but it has got people talking. We love it for its gritty energy and as Sara al-Zawqari, International Red Cross spokeswoman of Iraq, noted, it: “Touches on the insecurities of women in a society; digs deeper and becomes an empowerment tool rather than just a product.”

Amnesty International: “The Refugee Nation

This poignant campaign for Amnesty International from Ogilvy New York won the Best of Show at the One Club’s 44th Annual One Show Awards. “In a year rife with political discord and social upheaval all around the world, ‘The Refugee Nation’ is a prime example of how our industry can both reflect and influence our culture,” said Kevin Swanepoel, CEO of The One Club for Creativity. The campaign highlights the fragility of the refugee existence and gives them dignity in this campaign.

Nike: “Time is Precious

Using a simple black background with white text this ad manages to be amusing and sobering at the same time. It ends off with “Are We Running Today?” which, after the brilliant script, makes you want to shut down your three screens and head off into the horizon for some exercise and fresh air. It also leaves you shocked at how much time you spend online.

Tourism Ireland: “Doors of Thrones

Storm Gertrude hit The Dark Hedges region in Ireland where Game of Thrones is filmed, and Tourism Ireland used the disaster as the basis of this campaign. The fallen trees were carved into ten bespoke doors, each depicting an episode of Game of Thrones Season Six.  The doors are positioned across Ireland, forming a tour of the country. The campaign’s short films have been viewed 17 million times and it’s won over 20 awards.  An inspiring way to transform a natural disaster into something with beautiful longevity.

Apple: “Earth – “Shot on iPhone

Apple recently revealed their new “Shot on iPhone” ad, narrated by the late astronomer Carl Sagan. It’s a breathtaking compilation of beautiful videos, made more powerful by a moving narrative: “The earth is where we make our stand; it underscores our responsibility to deal more kindly with one another, and to preserve and cherish the only home we’ve ever known.” Plus, it also showcases video capabilities of the iPhone – very clever indeed.

Inspiring Advertising Making ChangesKFC South Africa:Suppertime Stories

KFC uses their iconic chicken bucket to transform a dinner into a storytelling wonderland. Interactive and enchanting, this campaign uses an app to make the bucket bring theatre into the home with sound, light and vibration via simple mobile technology.  The concept revisits storytelling in a digital world, encouraging family bonding during the magical meal. Using technology to interrupt technology, while showcasing the brand, KFC South Africa has set the bar high for others to innovate along the same lines.

The New York Times: “The Truth is Hard

In a post-truth-fake-news world, it’s reassuring to have publications like The Daily Maverick in South Africa and The New York times reporting authentic news and writing genuinely enlightening Op-ed journalism. “The Truth is Hard” campaign was a landmark in that it was The New York Times’ first advert to ever flight at the Oscars, and as they boldly say, “The truth is more important now than ever.”

Sheila McGillivray, Tribe Leader

Influencer Marketing 101

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Influencer Marketing 101The Kendall Jenner / Pepsi debacle highlighted how quickly the public responds to faux marketing. The audience backlash to the advert elicited an almost instant apology from Pepsi, saying: “Clearly we missed the mark, and we apologise. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout.”

The abject failure of the Pepsi ad, called “The Live for Now Anthem”, reminded us of some of the cardinal rules of Influencer Marketing, which, in the latest flurry “anthemic” advertising seems to have been overlooked. We need to choose our brand allegiance carefully and advertise honourably.

Right “Man” For the Job

Some big brands are starting up in-house ad agencies and PepsiCo is one of them. Marketing Week reports their president Brad Jakeman formed a new in-house content creation arm because they were, “Sick and tired of the complicated structure that working with ad agencies created. There is no infrastructure to advertisers to be able to quickly produce that content.” However, as we see from Pepsi’s epic campaign failure, keeping things in-house runs the risk of the business being blinded by your own brand, with an external agency there is more likelihood of perspective.

Influencer Brand Fit

Kendall Jenner handing out a Pepsi and bringing a political march to a standstill: What’s wrong with this picture? She’s a supermodel not an activist, a celebrity not a social change maker.  Sure, Jenner’s huge social media reach meant the ad went viral, but for all the wrong reasons. Another mind boggling Influencer disaster recently was The Fife Festival where celebrities promised “Extravagant beachside benders” and people, “Flocked to the Bahamas only to find feral dogs, luggage gone AWOL, and accommodations resembling FEMA camps.” Shocking and potentially brand destroying.

Choose Brand Allegiance Wisely

Influencer Marketing 101The cause with which you choose to align your brand needs to fit your brand values. As Mark Duffy writes in his scathing article for DigiDay: “Now that Pepsi has defused social unrest, what are you waiting for, on-the-sidelines brands? If you’re not addressing an issue or cause with your advertising, then who needs ya?” He goes on to mock brands like Heineken for seemingly ending prejudice in their #OpenYourWorld four minute ad. Wouldn’t it be better to genuinely give back and make a difference? It certainly would to your customer, your sales and your reputation.                                                                Sheila McGillivray, Tribe Leader                                                                                

How Responsible is Marketing In South Africa?

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How Responsible is Marketing In South Africa“Responsible marketing” is when a business has the best interests of the consumer linked to their strategic goals. It’s a marketing philosophy we’re seeing more of. Responsible marketing is increasingly being built into brand values and business allegiance with social causes (cause marketing).

The push towards more responsible marketing has been on the rise globally as technological innovation has greatly enabled the growth of corporate citizenship. Social media has made the customer the client and most brands are now sensitive to that. We’re noticing marketing trends encouraging (sometimes forcing) brands to become more socially aware. But how does South Africa fare with regards to responsible marketing?

A high percentage of the big brands in South Africa are global brands and therefore bound by the responsible marketing codes from their global head office.  They have to take into consideration what’s in the best interests of the consumer and their society. Responsible marketing is not longer “soft” or “nice to have”; it’s good business, as former President and CEO of Novo Nordisk, Lars Rebien Sørensen, says, “In the long term, social and environmental issues become financial issues.”

In SA many big global brands are advertising their commitment to responsible marketing as much as they’re showcasing their products. Unilever is one of the most visible of these, with their payoff line and hash tag “When you choose Unilever you help create a #brightFuture.” Looking at their Facebook page (which has over 3.6 million fans) their pledge to a bright future is more prominent than their product placement. Not surprisingly then, Unilever CEO Paul Polman notes; “Our sustainable living brands are growing 30% faster than the rest of our business.”

Other big global brands we watch with interest with interest are Coca-Cola, KFC and Pfizer’s brand, Centrum.  While Coke SA has been positioned as “feel good” with their #EnjoyTheFeeling hash tag, they’re facing the dilemma of the sugar in their products (now for sugar tax reasons as well as health issues). Their “responsible” solution is introducing a new Coke variant called “Life” which contains 37% less sugar, using stevia leaf extract instead. Interesting to note that in the UK the Life product has met with some backlash and the brand’s been accused of “health washing”, as a can of Life still contains the full recommended (adult) daily allowance of sugar.

An offshoot of responsible marketing is cause marketing – something that South African brands do seem particularly good at. Cause marketing is not necessary built into a business model, but makes a difference to a particular community or cause. By making a monetary or service contribution, the company shows a commitment to being responsible or accountable to the problems in society.

KFC South Africa’s Add Hope Campaign is cause marketing worth celebrating. The brand is aligned with a feeding children initiative which motivates the consumer to get involved in a good cause. Add Hope has been amazingly successful so far; raising over R39 million in 2016, feeding 100 000 children every day, simply by asking people to donate R2 extra with their purchase. It is heart-warming how many people contribute and the clever marketers at KFC know your donation will make your take-away taste even better.

Another cause marketing allegiance which appealed to the country’s generous spirit was between Centrum® and the Emergency Services (EMS) of South Africa. Over an eight year long campaign Centrum® Guardians raised almost R4 million, which went towards EMS Training. The additional benefits were more awareness of the excellent work that EMS do and entrenching customer loyalty.  From One Lady & A Tribe’s point of view, we got to meet the crews who save lives daily, and fulfil our own mantra of “doing good and doing good business.”

When we look at local brands not governed by global counterparts, the responsible marketing picture isn’t quite as bright, although things can change quickly. This January Woolworths responded in haste to their plastic egg carton fiasco, trashing the boxes after a social media post went viral. This is a step in the right direction but the big SA supermarkets use an extraordinary amount of plastic packaging in their products. This makes the consumer feel bad (and irresponsible), no matter how much recycling we do. Hopefully there are plans in place by Woolworths, Spar and PicknPay to go the Original Unverpackt responsible marketing route and phase out plastic bags, cellophane and plastic trays altogether.

In closing, a note on South Africa in general. Where we stand currently doesn’t look bright for those most vulnerable in our society. I predict we’ll see an increase in responsible marketing, as businesses step into the areas where government is failing, going beyond doing good and doing good business and into (hopefully temporary) survivor mode.

Sheila McGillivray, Tribe Leader

Women Who Inspire

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It’s International Women’s Month and I’ve been tasked by my One Lady & A Tribe team to nominate four women who inspire me. Not an easy one (there are many) but after much deliberation, here they are.

Women Who Inspire“You can’t just be you. You have to double yourself. You have to read books on subjects you know nothing about. You have to travel to places you never thought of travelling. You have to meet every kind of person and endlessly stretch what you know.” Mary Wells Lawrence, Co-Founder and former President of Wells Rich Greene

If you haven’t heard of the early female doyen of advertising, this New York Times article will put you in the picture. Ms Wells flouted the stereotype of early women in advertising and their depiction in the Mad Men series. As Ginia Bellafante writes:

“In the actual world of advertising in 1966, when the current season began, the most talked-about figure on Madison Avenue was the trim and determined Mary Wells, who hopscotched over the era’s endemic prejudices to develop Wells Rich Greene, the iconic agency she would run for more than two decades.”

Mary Wells (who married and become Mary Wells Lawrence) created campaigns for Alka-Seltzer, TWA and Procter & Gamble, among many other notable companies. By the end of year one, Wells Rich Greene had $39 million in billings and 100 employees. Later, her agency was responsible for helping transform the image of New York City with the (still visible) “I ♥ New York”campaign. What a fine legacy.

Women Who InspireWendy Luhabe

“My definition of success is using as much of my potential as I possibly can, way beyond the 5 % that I believe we get to use. It means enabling others to do the same by sharing my experience with the generations behind me. It means aligning my divine purpose to my work. It means leaving behind a legacy that has enriched other lives and changed them.”Wendy Luhabe, Social Entrepreneur, Economic Activist and Author

Graduating in Arts from the University of Fort Hare in 1977, Wendy Luhabewent on to become one of the most pioneering and influential women in South Africa. Dedicated to helping others fulfil their potential, she left the international corporate world after ten years to become an economic activist, champion for social change and mentor.

Wendy also became well known further afield, being awarded one of the50 Leading Women Entrepreneurs of the World and Global Leader of Tomorrowin 2006.Her career path has represented her values. Her principals are (in her own words), “Integrity, honesty, trust, dependable, generosity, maturity, consistency, being thoughtful, excellence, relationships, collaboration, authenticity, wisdom, understanding, independence.” What could be more inspirational than that?

Women Who InspireGill Randall

“To offer advertisers the best service, you have to understand their business and the mindset of the consumers who buy the advertisers’ products or services. You have to take a holistic view, look at the big picture, see how all the components work, get an understanding of the discipline.” Gill Randall, Media Legend and Joint CEO of Spark Media

Full disclosure, Gill has been a friend and colleague of mine for many years, so perhaps I am a bit biased. She inspires me for many reasons; one of them is herdedication to being a pro in all the local and global ever-changing marketing platforms.

Starting out as a direct advertising representative for Caxton in 1982, Gill then become a leader in direct advertising, then Managing Director of NAB (National sales for Caxton local papers) – which she did for over 20 years.

Last year, she became the joint CEO of Spark Media. She also continues to serve the bigger marketing picture in South Africa, by being on the AMASA committee and implementing training at AAA and the University of Johannesburg.

As John Bowles, Founder and Director of Turn Left Media said when she won her Media Owner Legend Award: “Gill is deeply passionate about the media industry and advertising but most importantly about buyer behaviour. She is one of the most loyal individuals I know.”

Women Who InspireMarissa Shrum

“The other component piece with experimenting is learning. Feeling like we learned something that will help us continue to empower creative people so that we can get better. So the experiment could go terribly wrong, or nothing happened and it fizzled, and I learned that this combination of things doesn’t produce.” Marissa Shrum, Strategy Director at Mother New York

Ranked byBusiness Insider as One of the 50 Most Creative Women in Advertising in 2016, Marissa Shrum’s resume is already seriously breathtaking and she leads the strategic and creative teams for Target and Microsoft.

Women Who Inspire

Part of her focus has been on changing the way women perceive their bodies – as with the Target Campaign #NOFOMO – No Fear of Missing Out –challenging the stereotype of  what a “bikini body” should look like.

During her work with Microsoft, she helped to conceive of the One Million Square Feet of Culture campaign, a program “encompassing a year and a half of art, dance, music, exhibits, experiences, parties and partnerships”,which is extraordinary.

Colleagues say that Shrum’s special quality is her “Ability to tap into cultural moments, big and small, from female body image to dance subcultures, from New York to New Orleans.” I agree and look forward to seeing what she creates next.

Sheila McGillivray, Tribe Leader

Creating a Brand Customers Love

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During the month of love we’ve been considering how successful brands sustain long-term relationships with their customers. Here are some key factors which inspire love for products and keep us returning to them.

Creating a Brand Customers Love

“Simplicity is prerequisite for reliability.” Edsger Dijkstra

Simplicity

Simplifying the customer experience in an increasingly complicated marketing environment helps a brand take giant strides towards winning loyalty. While brands such as Google and Netflix (on the HBR Top Ten Simple Brands index) have complex business structures, their customer experience is finely honed to give the consumer what they’re looking for with the least amount of effort.

“Customer experience is the new battleground for loyalty,” writes Margaret Molloy in Why Simple Brands Win, and with many disruptors clamouring to go into battle, companies need to keep innovating and simplifying their brand experience.

Creating a Brand Customers Love 1

“Honesty is the first chapter of the book wisdom.” Thomas Jefferson

Honesty and Transparency

A 2016 Transparency ROI Study on consumer loyalty to brands found 94% of customers were more likely to be committed to a brand that offers complete transparency. Plus, brands who were honest about their product (and on their packaging) could convince nearly three out of four customers to pay more for it.

So what does this mean for marketers? Take it as a given that consumers want to know everything about a product before they buy. If they’re not getting the full picture they’ll move on to find something more aligned to their values. Interestingly, millennial moms are the people demanding the most disclosure from products they use. Brand honesty and transparency is no longer a nice thing to aim for – it’s a marketing imperative.

Creating a Brand Customers Love

“For it is in giving that we receive.” St. Francis of Assisi

Giving

By giving we mean embracing a higher brand purpose beyond merely selling a product. This is no longer a doing good / feel good factor for businesses, as former President and CEO of Novo Nordisk, Lars Rebien Sørensen, says, “In the long term, social and environmental issues become financial issues.”

In South Africa, global brands such as Unilever are getting it right, as their CEO Paul Polman notes; “Our sustainable living brands are growing 30% faster than the rest of our business.” KFC South Africa’s Add Hope Campaign has raised over R39 million in 2016, feeding 100 000 children every day, which is guaranteed to make your take away taste even better.

Sheila McGillivray, Tribe Leader

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Responsible Marketing Trends 2017

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Technological innovation is enabling the growth of corporate citizenship and we’re noticing marketing trends encouraging (sometimes forcing) brands to become more socially aware. Here are three types of responsible marketing trends we’re looking forward to seeing more of in 2017.

Purpose before Profit

Responsible Marketing Trends 2017Promoting brand responsibility and the ethos of leaving the world a better place is becoming intrinsic to successful brands and their marketing strategies. More and more products are evolving to become visibly purpose driven.

As well as pressure from consumers, a commitment to bettering people’s lives can also be seen from the top down. But committing to purpose before profit is not just good ethics; it is also good for business. The Financial Times highlights this paradox suggesting that many companies with a purpose beyond profit tend to make more money. As the former CEO of Noble Energy, Chuck Davidson says, “When leaders leverage purpose, it creates a competitive advantage that’s difficult or even impossible to replicate.”

Sharing May Replace Owning

Responsible Marketing Trends 2017

BizTech recently published an article entitled “Is it cheaper to own a car or to Uber in South Africa?” The answer: If you drive less than 50 km per day, selling your car and using Uber will save you money. This could radically change the way people perceive car ownership, and that’s just a drop in the sharing economy ocean.

This What’s Mine is Yours overview demonstrates the rise of Collaborative Consumption, highlighting businesses from Airbnb to peer to peer borrowers and lenders. The bottom line is: “Traditional sharing, bartering, lending, trading, renting and gifting are all being redefined through technology and peer communities.” By sharing instead of owning we’re shifting away from hyper-consumption into a global village of infinite sharing possibilities.

People Believe They Can Have an Impact

Responsible Marketing Trends 2017Consumers have been flexing their muscles on social media for some time and responsive brands are delivering the best customer experience they can. But we’re moving beyond just the brand experience.

People now truly believe they can have an impact and bring about change by pressurising brands publically. As writer Simon Mainwaring says, social media is: “A growing force for large-scale global transformation, led by socially conscious consumers seeking to use their voices and purchasing power to halt unsustainable business practices and temper reckless capitalism.”

Here’s to a year of doing good and doing good business.

Sheila McGillivray, Tribe Leader

Our Top Christmas Ads (So Far…)

By | Food for thought

Our Top Christmas Ads (So Far...)The battle of the best Festive Season adverts has begun! Is 2016 going to be memorable by delighting us with some refreshing Christmas advertising? The signs are looking positive. We’ve selected five of our favourites so far.

 

The competition in the UK to produce the best Christmas ads is legendary. Their people expect nothing less than big budget, feel-good, festive fabulousness from their favourite brands and, in particular, Waitrose and John Lewis, have not disappointed.

Waitrose Christmas TV ad 2016 | #HomeForChristmas

With over 2.4 million YouTube views we’re not alone in being charmed by this beautifully conceptualised ad. In the commercial we see a Robin taking an epic journey home, where a girl waits for his annual return, putting a (Waitrose) mince pie out to welcome him. Some of the YouTube comments on the ad include “I cried”, and “Robin’s have a special place in my heart” and “My heart sank when I thought the Robin was dead in that box!” This is big, emotive storytelling with powerful feel-good associations which we imagine will tempt non-Waitrose customers into frequenting their stores.

John Lewis Christmas Advert 2016 – #BusterTheBoxer

More animals debut in the John Lewis #BusterTheBoxer ad, but this is a far cry from the National Geographic “feel” of Waitrose’s Robin. The story is of a little girl who’s going to be surprised by her parents with a trampoline for Christmas. What happens when Buster sees the trampoline? Well, they all get a surprise.  It’s beautiful and absurd and it works. With a clever soundtrack of “One Day I’ll Fly Away” and the payoff line which ties it together, “Gives Everyone Will Love”, no doubt John Lewis will be selling many trampolines this Christmas.  Plus, they’re partners with The Wildlife Trusts to protect the UK’s habitat, so that’s an additional, authentic factor which is so important for brands these days.

Coca-Cola Enjoy that Christmas Feeling

Each time you watch this ad you see something new – look out for Santa’s Reindeer peering through the window. Coke does uplifting ads so well but what’s outstanding about this is the reveal that the product itself is a gift at Christmas. A gift for Santa but also literally a present as the peel back label can be tied into a festive bow. It would be great if more local brands did something unique with their packaging during the Festive Season. Other holiday branding we love are Starbucks’ holiday cups; festive and all designed by women, from the US, Indonesia, Dubai, Canada, Russia and South Korea.

Find the Magic in Christmas | Woolworths SA #findthemagic

Kudos to Woolworths for pulling off this complex interactive series of animated adverts – we’re looking forward to seeing more of them. The basic storyline is Santa (played by the voice of Hugh Masekela) wants to put the magic back into Christmas by exploring South Africa with his dog, Jingle. Created to watch on digital, the ads encourage you to “Turn on Annotations” and each element you click-on takes you to another scene (including the Woolworths shopping cart). Cleverly appealing to those who’re a bit jaded and also looking for a little Christmas “magic”.

Pick n Pay. Chapter One – Let’s Go On Holiday

The first point about this ad is that you probably need to be South African to “get it”. We love that it’s such a far cry from, well, any of the other Christmas adverts around. Starring Ladysmith Black Mambazo singing “The Little Drummer Boy”, some of these holiday scenes are so familiar you’re not sure whether to laugh or cry. Pick n Pay asks Meet our Tribe Leader Sheila McGillivray“What would Christmas be without all the ‘Pa ra pa pa pum’?” as we get a tongue in cheek glimpse of rain, sunburn, long journeys and more. This is only Chapter One  – can’t wait to see what unfolds next…

Sheila McGillivray, Tribe Leader

Editorial Note:

About: One Lady & A Tribe:

Advertising agency, One Lady & a Tribe, is a collaboration of like-minded professionals exploring unchartered strategic angles for brands. At our core is a commitment to Cause Marketing – we like to think that we’ve made a difference when the Tribe has spoken.

Contact: Sheila McGillivray

Email: sheila@oneladyandatribe.co.za

Facebook: https://www.facebook.com/OneLadyandaTribe

Twitter:  @1LadyandaTribe

Our Top Four Future Technologies

By | Food for thought

In a recent Facebook poll we asked the question: “Which part of future technology are you most looking forward to? A) Self Driving Car B) Smart Home C) Space Tourism.” The answers showed our followers are most keen on the smart home lifestyle, followed by the self-driving car, but going on a holiday in space? Not so much.

Top Four Future Technology

“I think life on Earth must be about more than just solving problems… It’s got to be something inspiring…” Elon Musk

#1 Self-Driving Car   

There have been a few safety set-backs with self-driving cars but there’s no doubt that Elon Musk and his competitors will revolutionise how we drive very soon. Adoption of self driving vehicles will not be gradual; the nature of disruptive technology is that seems like nothing is changing – until everything is changing at once, as The Wall Street Journal reminds us. We can absolutely visualise our self-driving car transporting us to work (see a test with Uber here) guided by drones overhead so we take the quick route too.

Top Four Future Technology“Anything that can be connected, will be connected.” Jason Morgan

#2 Smart Home  

On our Facebook page someone said she was not only looking forward to living in a smart home – but to having an app which allows you to download food – we love forward thinking! But for now our dream home includes smart safety, TV, temperature, geyser and light integration. For which there is real tech available, right now. Oh, and we’d like a robot to feed the animals too.

Top Four Future Technology“We’re building our own spaceships shaped as airplanes.” Richard Branson

#3 Space Tourism  

In our Future Tech Facebook poll, out of the 2.3k “likes” only two people commented that they were looking forward to being a space tourist. Perhaps because we still see leaving the earth’s atmosphere as something beyond our reality? But ex-NASA astronaut Don Thomas predicts that space tourism will be affordable in ten years time.  At the moment, a trip on a Virgin Galactic spacecraft costs about $250,000. So, for now, we’ll probably just be visiting from our smart home via our virtual reality headsets.

Top Four Future Technology“No pessimist ever discovered the secret of the stars…” Helen Keller

#4 Outliers

Our final favourite thing about future technology is the amazing people behind the thinking that’s changing the world. Without their huge vision and sheer force of belief in the future we wouldn’t have self driving cars, smart homes or new planets to explore.

Sheila McGillivray, Tribe Leader

Virtual Reality Meets Cause Marketing

By | Food for thought

Virtual Reality Meets Cause MarketingIt’s expected that virtual reality will be an $80bn market by 2025. The list of businesses coming on board with VR is long and impressive: Google is creating a Chrome virtual reality option, Samsung is showing Rio 2016 in VR and Sky News is building a VR studio and releasing an app along with it. The future is most definitely here. But where to with VR for ad agencies like One Lady and A Tribe who are committed to cause marketing?

#1 Immersive Engagement  

Storytelling for brands just became a whole lot more real with VR. We can now place the viewer right inside the experience. For marketers with a cause, this opens up the possibility of creating an unforgettable bond between audience, cause and brand. We loved the idea of using VR for effective immersive engagement in safety training for mineworkers, using a hazard awareness training simulator.

Virtual Reality Meets Cause Marketing#2 Championing Causes

VR can help brands regain authenticity by being transparent in a new way. For example – farming and McDonald’s are not two things you’d immediately put together, but McDonald’s UK’s first VR campaign shows where its products come from and how they’re used. The VR storytelling tries to change viewer perceptions about farming and their concept of McDonald’s too, championing the farming industry has helped champion their brand.

#3 Face-Tracking

Face-Tracking is done through a headset which captures the user’s facial expressions and transfers them in real-time into the virtual world. We’re imagining the possibilities of using this technology in a children’s hospital wards – turning them into Disney Princesses (or whatever they want to be), cheering them up and helping them heal. But the options are endless; we all want a shot at becoming a hero in a story of our choosing.

Virtual Reality Meets Cause Marketing

#4 Conservation

What better way to show how vital support is for conservation than by taking the viewer into a game park, ocean or forest? Virtual Reality clips and documentaries will assist in crowd funding support for important causes. As Sir David Attenborough, talking about his new series, says: “VR has incredible potential. It takes you to places you could have never dreamed existed, and you have a vivid feeling of actually being there.”

Virtual Reality Meets Cause Marketing#5 Education

Online e-learning in Africa is already taking off; imagine having a 360’ VR classroom environment for children to be a part of?  In June 2016 Africa’s first interactive digital learning centre was launched in South Africa and as Dumisani Otumile, CIO of Tshwane said at the opening, “Virtual Reality based knowledge transfer will be crucial to the future of education in South Africa…”

In our future with VR we’ll be thinking beyond 30 seconds and into creating user experiences that changes perceptions, habits and lives. Exciting times!

Sheila McGillivray, Tribe Leader

Editorial Note:

About: One Lady & A Tribe:

Advertising agency, One Lady & a Tribe, is a collaboration of like-minded professionals exploring unchartered strategic angles for brands. At our core is a commitment to Cause Marketing – we like to think that we’ve made a difference when the Tribe has spoken.

Contact: Sheila McGillivray

Email: sheila@oneladyandatribe.co.za

Facebook: https://www.facebook.com/OneLadyandaTribe

Twitter:  @1LadyandaTribe

The Art of Digital Design

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We hear a lot about storytelling with regards to digital, but we’ve found that it’s great design that first engages people on our digital platforms. This makes sense as, according to Kissmetrics, 90% of the information that comes to the brain is visual and splitting up content with compelling images makes the reader more likely to finish the article.

To research this article we went straight to One Lady and A Tribe’s design source, Bernie Da Silva, our Creative Director. Here are her top of mind thoughts on designing for digital as well as her designs.

The Art of Digital Design

#1 To separate non-digital and design is an old way of thinking.

The rapid growth of digital has made marketing an industry of silos which need to be broken down for brands to succeed across all the platforms available. Ditto with digital. Separating design as digital and non-digital is an old way of thinking; you can’t think design today without incorporating digital.

The Art of Digital Design #2 The future of digital design will be a fusion of art, engineering and science.

Digital design is being swept up by the fields of engineering and science by necessity as the boundaries of virtual reality and augmented reality are pushed. Just witnessing the recent Pokémon Go phenomenon, for example, has opened up a whole new channel for brands to integrate design, engineering, science and geography to innovate within.

The Art of Digital Design #3 “Each social media post should be an art piece.” Bernie Da Silva

Some digital content marketers dumb-down on design, forgoing the use of an experienced Designer, using online design tools such as PicMonkey instead. While this might be acceptable for an amateur Facebook page, serious brands need an overall strategy which is fully integrated . One story. Multiple ideas. Multiple expressions of the story. Multiple channels. From Bernie’s Creative Director perspective; it is essential that the “handwriting” reflects the brand essence and is consistent – helping customers believe in the value and authenticity of the brand.

The Art of Digital Design #4 “Digital design is like painting, except the paint never dries.” Neville Brody

From his days at the London College of Printing (designing a stamp with the Queen on sideways) to hisart directorship for The Face magazine in the 1980’s, Neville Brody’s take on design has always pushed the limits. Statingthat the paint on digital design never dries is profound: once a digital design is out there, it is there forever, housed on the internet. So it had better be good.

Sheila McGillivray, Tribe Leader

Email: sheila@oneladyandatribe.co.za

Facebook: https://www.facebook.com/OneLadyandaTribe

Twitter:  @1LadyandaTribe