The City of Cape Town’s short film ‘Choose Cape Town’ has scooped a silver award from the International Tourism Film Festival Africa thanks to the way it captured one of the world’s most-loved cities:

Cape Town, South Africa (20 June 2024) — Last week, the City of Cape Town’s ‘Choose Cape Town’ short film scooped a prestigious win at the International Tourism Film Festival Africa!

Focusing on different parts of the city’s essence guided by six themes (visit, live, work, study, play and invest), the short film understood the assignment when it came to capturing one of the world’s most-loved cities in a way that speaks to its different rhythms of appeal; inspiring people to not only visit, but keep Cape Town close to their hearts long after they’ve returned home.

Different countries around the world took different approaches to making their own campaigns. Brazil’s focus emphasised “play and study” while in Germany the focus was on “visit and work”. But when it came to little Cape Town (which is obviously not a country), the offerings are surprisingly endless (to those who aren’t familiar with the Mother City) across a spectrum of interests.

So, it only made sense for the creatives behind the campaign project to try to capture as much as possible for all kinds of adventurers, which the team did by extending the campaign beyond the short film and into shorter edits.

“We are deeply honoured to have been recognised for this film. Our goal was to capture the essence of Cape Town’s variety and inspire travellers worldwide to choose our city. I must thank our Place-Marketing team and Soapbox Films for their incredible work,” said Mayco Member for Economic Growth and Tourism, Alderman James Vos. 

Alderman Vos who accepted the silver award added that the campaign has been a priority, given the economic growth it has the power to stimulate.

Another award for Cape Town to add to its tally, and another win for South Africa to be proud of!

Sources: City of Cape Town 

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Eskort’s “Go Springbox” billboard campaign ingeniously misspelt the South African rugby team’s name, sparking humour, conversation, and widespread engagement.

Johannesburg, South Africa (16 August 2023) – In the world of advertising, clever campaigns that capture attention and spark conversation are like gold dust and South Africa has recently witnessed a stroke of marketing genius with Eskort’s “Go Springbox” billboard.

It’s safe to say that this might just be the cleverest marketing campaign of 2023.

The story begins with the beloved South African national rugby team, the Springboks, embarking on their journey to the World Cup in France. As they took off from OR Tambo International Airport in Johannesburg, a billboard emerged in the vicinity that caught the eyes of passersby.

The billboard read, “Go Springbox! Love Eskort,” accompanied by the South African flag.

What makes this campaign stand out isn’t just its message but also the way it playfully teases grammar enthusiasts. The deliberate misspelling of “Springbox” instead of “Springboks” has set tongues wagging and keyboards clacking. South African grammar sticklers have found themselves engaged in a light-hearted debate, creating a wave of conversation across the nation.

Here’s why we think the campaign is so clever.

Timing – At the heart of Eskort’s brilliance lies their keen sense of timing. Placing the billboard around the time the Springboks departed was a strategic move that has resulted in a remarkable synergy between the campaign and the event it supports (or might be supporting). It’s a prime example of seizing the right moment to make an impact.

Humour – Humour, as they say, is the universal language that bridges gaps and fosters connections. Eskort’s witty wordplay not only elicits a chuckle but also leaves an indelible imprint in the minds of viewers. The marriage of humour and brand message creates a memorable and positive association, precisely what every marketer aims for. This clever use of humour can lead to a lasting connection between consumers and the Eskort brand.

Cultural Relevance – What’s even more remarkable is that Eskort isn’t an official sponsor of the Springboks. This ingenious campaign didn’t require a financial commitment to the team, yet it managed to tap into the fervour and passion associated with rugby in South Africa. By not explicitly mentioning rugby, Eskort allowed social media users to fill in the gaps and assume that the message was directed at the Springboks. This resulted in an organic and genuine buzz around the campaign.

Social Commentary – The “Go Springbox” campaign is a prime example of a marketing effort that has captured the collective imagination of South Africans. It’s become a topic of discussion, fueling conversations in offices, coffee shops, and online forums. It’s even made front page news! This level of engagement is a marketer’s dream come true – the campaign has become more than an advertisement; it’s become part of the cultural dialogue.

And here’s what we think is actually going on.

We don’t have any “insider” information. This is just a hypothesis but Spring is on the way and after scrolling through Eskort’s social media, we’re guessing this has something to do with their hampers.

“Springbox” could be a very clever play on words, with a nod to a “Spring Box,” opening up the possibilities for an exciting hamper promotion. The company’s reputation for delivering delectable “boxes” to influencers and celebrities adds a layer of anticipation. Check out the photo below from a recent “pork it” campaign.

Either way, it’s safe to say that Eskort has successfully turned this campaign into a tantalizing cliffhanger.

Sources: Eskort 

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Have something to add to this story? Please share it in the comments or follow GoodThingsGuy on Facebook & Twitter to keep up to date with good news as it happens, or share your good news with us by clicking here or click the link below to listen to the Good Things Guy Podcast with Brent Lindeque – South Africa’s very own Good Things Guy. He’s on a mission to change what the world pays attention to, and he truly believes there’s good news around us. In the Good Things Guy podcast, you’ll meet these everyday heroes & hear their incredible stories:

Or watch an episode of Good Things TV below, a show created to offer South Africans balance in a world with what feels like constant bad news. We’re here to remind you that there are still so many good things happening in South Africa & we’ll leave you feeling a little more proudly South African.

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Knorr has turned matchmaker for its new global campaign, Love at First Taste, which explores the idea of bringing people together based on their flavour preferences.

The campaign, which launches today, is targeted at millennial food obsessives who revel in sharing their creations on social media. It has two components; an online tool, Knorr Flavour Profiler, asks users 12 questions about their food preferences and based on their answers, assigns them to one of 12 flavour profiles – from the likes of Deep Sea Dreamer, Spicy Rebel and Roasted Romantic.

Alongside this, the Unilever brand has launched an online film, created by MullenLowe, in which strangers with the same flavour profile have dinner, with a twist – they’re asked to physically feed each other.

And it seems the idea has led to what must be every marketer’s dream: one of the pairs featured in the film stayed in touch and has since become a couple – meaning Knorr can reasonably claim to have made love blossom.

Ukonwa Ojo, senior global director for Knorr, told Marketing the duo had actively kept the brand’s team in the loop about their blossoming romance, and may be open to being featured in future stages of the campaign.

“They’re willing to share their story with us, so we now have a follow up diary of this couple,” says Ojo. “They completely hit it off, they continued to talk to each other, and now they’re a couple. I was like, I can’t believe love actually can happen! Can we cater the wedding?”

Love at First Taste follows Knorr’s Flavour of Home film, which became a viral hit, gathering more than 60m views on YouTube across its different language versions – and the follow up is based on the same idea: delving into the role flavour plays in our lives.

The flavours you love are intricately connected to how you were brought up, the memories you have, what your likes and dislikes are

“The idea came from the reason why the brand exists, its purpose, which is to bring flavour to people’s lives,” says Ojo.

In order to learn more about the significance flavour has for consumers, Knorr carried out a study involving 12,000 people in 12 countries across five continents, asking about people’s relationship with flavour, food and cooking.

“To be honest, we learned that it was even more important than we had originally thought,” she says. “We asked about what they would be willing to give up in place of flavour, and found that 68% would give up the right to vote, 65% a successful career, and 75% social media.

“All these things that are so fundamental to our lives and existence, they says they would choose flavour over that. That was in 12 different countries, so they really did transcend culture and language.”

One of the most fateful findings was that 78% of people said they would be more attracted to a partner if they enjoyed the same flavours – and a third would be concerned about long term compatibility if they didn’t. Ojo says the idea that a flavour preference match could be a good predictor of romantic potential had two aspects, one more psychological and the other rather more practical.

“First, we think that intuitively the flavours you love are intricately connected to how you were brought up, the memories you have, what your likes and dislikes are,” she says. “Secondly, it immediately gives you something you can talk about. There’s always that very nervous first date – you have a good first date, and it leads to a second date.”

The film was directed by Tatia Pilieva, most famous for creating the viral hit First Kiss. Ojo says Pilieva was a “really great partner” to work with – and it was her idea to have the participants feed each other.

“We had a great creative idea from MullenLowe, and we were all really excited about it, but it was nice to have her fresh approach as well.”

In First Kiss, various strangers are brought together and asked to kiss for the first time – so the parallels with the Knorr film are obvious, and it’s not surprising it has the same sensual feel as Pilieva’s previous creation. Is that what Ojo was aiming for?

“To be honest, no – but it was a pleasant surprise, and definitely made it more fun to watch. None of those people had ever met each other before, and we just asked them to eat together, so it was quite amazing what ended up happening as a result. It was definitely entertaining for us to watch and we hope that the rest of the world thinks so as well.”

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American Eagle just launched a body-positive Aerie Man underwear campaign, casting the brand’s first-ever male models.

The latest move, using hashtag #AerieMan, builds on the #AerieReal campaign begun in 2014, when Aerie started using only unretouched photos.

SELF describes the men in the campaign as: Doug is a self-proclaimed health nut who loves spending time in his underwear. Devon is focused on letting go and having a good time. Matt is a model who thinks confidence goes a lot farther than good looks. And Kelvin is a style blogger who wants to unapologetically convey who he is to the world.

The Aerie Real campaign sent sales rocketing 20 percent last year.

“The core of what’s happening here in Aerie is really this marketing campaign that’s really starting to take hold,” Aerie head Jen Foyle told BuzzFeed. “The #AerieReal campaign is so authentic and it’s really resonating with this young woman today.”

Aerie “simply listened to what our customer was telling us—they wanted to see ‘models’ they could relate to and understand,” Foyle told BuzzFeed News. “Our customers want honesty and they want to be heard—social media has allowed us to engage with our girls in a whole new way… We don’t believe in flaws and believe real beauty should be shown in a natural unaltered way.”

It’s been a tough year for clothing chains, and Aerie rivals Gap, J. Crew and Urban Outfitters have all suffered. Stepping into a nascent body-positive market for men is a strong move for Aerie.

“I’m glad brands and companies are starting to see the need for male body diversity in fashion,” Kelvin Davis, one of four men in the campaign said in BuzzFeed. “I think it’s long overdue, and what better way than to celebrate men in diverse sizes?”

Davis runs the blog Notoriously Dapper and believes the lack of larger male models is an industry failure. One bright spot: IMG Models did just sign plus-size male model, Zach Miko.

“So many people have spoken up about the issue and it’s finally starting to make brands question their advertising,” he said.

Given the campaign’s release so close to April Fool’s Day may give one pause—Huffington Post’s article is titled: “Spoof Or Not, The ‘Aerie Men’ Campaign Is Pretty Great.” But the new collection is already available online priced between $12.50 and $15.95.

Aerie’s engagement on social media is highest on Twitter and Instagram and growing on Snapchat. Chances are all those fans will easily engage with Kelvin, Doug, Devon and Matt.

One notable drawback in the campaign: All the bodies on the website are chiseled models and Matt who’s recognizable from an identifiable tattoo. Kelvin, Doug and Devon didn’t make the cut.

“Unfortunately, while attempting to shatter stereotypes, double standards, and promote ‘real men’ over models, this one slip-up backfired, and these efforts become overshadowed,” notes Yahoo. “Aerie is instead perpetuating these practices it spiritedly attempted to dispel.”

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At South Africa social media week 2015, we predicted trends on digital platforms such as online storytelling, convergence of traditional media and social media, social psychology and the growth of the image networks. We certainly have seen many of those trends come to be in the year that was. These are the top predicted trends to watch out for in 2016 across digital and social platforms:

1. The increasing growth of micro video

With traditional television commercials brands have invested large sums of money into the production and flighting where they were promised reach, but they had no amount of control over who was viewing and consuming their content. As more and more people access the internet, the potential reach with micro video (particularly on social media) is larger. What’s more is that brands are able to target their content and map it to the right consumer. So the brand message is delivered to the right person at the right point in time and in context. Also take into account that the way consumers view advertising is also changing, as with PVR decoders consumers are now able to pre-record their programs and skip through the advertisements. In fact many pre-record their programs just so that they do not have to view ads. Snapchat is one of the fastest growing platforms in the world because of the ability to serve customers with bite sized video content. Taking all of this into account, brands investing in great micro video content with great quality, as they would a traditional television commercial is the number 1 trend to watch out for in 2016.

2. Facebook wants to own Brands too

Whilst this may not come as a secret to many, recent developments have confirmed that Facebook wants to own your online presence all the time. Brands who publish videos on Facebook ‘competitor’ YouTube have and publish the link to Facebook have their videos displayed on a smaller area of the user screen than publishing the video directly to Facebook. Why? Because Facebook wants to have videos uploaded organically to their platform. Facebook also has enhanced features around news and also recently updated their notes section, so brands can publish blog type articles. Facebook rewards Brands for publishing content organically by giving them higher reach on these publishes. Whether we will see Facebook introduce promoted conversations or promoted stickers in the future remains to be seen, but for now expect brands leveraging Facebook for video and for blogs are another top trend to watch out for in 2016

3. Instagram will develop into a business to consumer channel

Not surprisingly, what Facebook does, Instagram should be expected to do too. After all, they are owned by Facebook. In 2015 Instagram introduced the ability for brands to be able to advertise on Instagram. We also saw Instagram launch their own business profile @Instagramforbusiness where they feature business stories. This profile now has more than 27 000 followers. Brands have been experimenting on Instagram with mixed results. A great South African example of a brand which has seen success on the platform through understanding of the communication style and Insta-fit content has been Mercedes Benz South Africa. Watch out for other brands trying to own this space.

4. Content

Content on social media will become more iterative. Brands will invite more feedback. Facebook and Twitter are setting the trends by introducing polls. Microsoft South Africa for example runs polls on topics of interest at least once a week and this has led to high levels of engagement. One of the big learnings from 2015 is that content consumption had changed. Information savvy consumers want less product push and want more entertainment and education on social media. Interactive content also creates more engagement. Micro video, polls and even GIFS, which are used by companies like Coca Cola, are producing more engagement because they educate and entertain. Look out for this trend in 2016 and for brands leveraging social listening and data when devising these content strategies. The future of 2016 content is interactive.

5. The definitions of influencers will change

The definition of an influencer and an advocate will change. Back in the day we had what we call the “Oprah effect” with celebrities or quasi celebrities endorsing products an those products flying off the shelf. This was before the explosion of social media and people becoming more informed. These days, savvy consumers know the difference between a celebrity brand who has been paid to endorse a soap they clearly don’t use and someone who is legitimately speaking about a product. A celebrity or media personality with 100 000 followers is less valuable to a brand than 10 consumers with 10 000 followers that are genuine brand advocates. Also take into account that many people are double hatting- business people by day and bloggers by night. This means that the traditional approach towards an ‘influencer’ needs to change along with its definition. Companies are also increasingly investing in their staff as influencers, feeding them with content and encouraging them to spread the love.

6. ROI

Brands are increasingly expecting their marketing teams to move from being cost centers to being profit centers as part of the shift towards revenue marketing. Even the cost of maintaining “free” platforms like blogs and social media are not really free. Because time money even on these platforms, and reach of good (and bad) content is increasingly being driven by media spend.

7. Brands existing for a purpose

Many brands are using their platforms to show customers, especially purpose driven Millennials that they exist for a bigger cause. It is the point at which social media and micro video meet philanthropy. Take for example Pepsi deciding not to invest in the superbowl but rather producing online content where customers can vote for a charitable cause, with Pepsi rather taking the spend on advertising and funding that cause. Or the Microsoft Upgrade your world campaign for the Windows 10 launch where they gave their fans an opportunity to do something for a good cause. Social philanthropy is another top trend to watch for in 2016.

8. sCommerce

sCommerce (to coin a phrase) is where social media meets eCommerce. Social media is increasingly offering the ability for customers to ‘Buy now’ with a social shopping experience. Pinterest offers this, Twitter cards have been used to great effect to sell product from the Microsoft Online store in December where stock in the store sold out in less than a week. Larger global collaborations between Facebook and Shopify suggest that this trend is expected to stay in 2016.

9. The year of the emoji

Fortunately or unfortunately there is a trend on brands leveraging or designing emojis as part of their campaigns. Skype advertising had leveraged their own native emoji’s but we have also seen emoji based campaigns from MTN and Coca Cola. Chevrolvet recently also wrote a press release in emoji. Watch out for a smiley near you in 2016!

10. Personalisation and helpfulness

Brands will become more and more personal and helpful in their engagements with customers. Take for example Coca Cola sending birthday messages to their customers, or Microsoft South Africa creating custom content for their biggest fans and inviting them to events or Hilton Hotels suggesting restaurants to people on social media looking for a night out of good cuisine. A/B testing of messages will allow brands to be able to do more of this personalization at scale. Personalisation leads to customer experience and customer experience is the new social and digital frontier in 2016. Watch out for more of this trend in 2016!

Article written by Good Things Correspondent Farren Roper. Click here for more info.

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