Coun­try of ex­tremes

SA both leads and trails in on­line mar­ket­ing

Finweek English Edition - - Advertising&marketing -

OGILVY IN­TER­AC­TIVE busi­ness di­rec­tor Marc Cr­erar has no doubt dig­i­tal mar­ket­ing is tak­ing off. Mas­sively. “Ex­pect a huge broad­band ac­cel­er­a­tion,” he pre­dicts. “About 60% of our ad­ver­tis­ing cam­paigns now have a dig­i­tal el­e­ment. Two years ago it was 10%. Th­ese days we’re pulled into ev­ery sin­gle cam­paign brief. We give them dig­i­tal so­lu­tions whether they ask for them or not.”

Ogilvy In­ter­ac­tive’s staff of 20 acts as a dig­i­tal ser­vice cen­tre to all the group di­vi­sions. A char­ac­ter­is­tic of dig­i­tal mar­ket­ing is that it usu­ally in­volves in­ter­ac­tion with other chan­nels. Dig­i­tal el­e­ments played a ma­jor part in Ogilvy’s highly in­te­grated (360 de­gree is the term they use) cam­paign for Chan­nel O that won a Lo­erie Grand Prix.

“Dig­i­tal is the glue that pro­vides the ad­he­sion be­tween all the com­mu­ni­ca­tions chan­nels,” says Cr­erar. “The SA mar­ket is full of ter­rific po­larised re­al­i­ties. We have the world’s fifth high­est rate of web ac­cess through mo­bile. We’re in the top 20 on Face­book. But you can still reach 85% of the pop­u­la­tion with one TV com­mer­cial.

“This is a coun­try of ex­tremes and anom­alies. We’re leaders in some ar­eas, trail­ing in oth­ers. Many clients are un­fa­mil­iar with this space. They don’t un­der­stand the po­ten­tial. Our mis­sion is ex­pand­ing the brand ex­pe­ri­ence on­line – us­ing the magic of a new medium. Tele­vi­sion is a push mech­a­nism that doesn’t work on­line. You’ve got to en­cour­age and com­mu­ni­cate. You’ve got to cre­ate con­tent that engages peo­ple. Peo­ple share video clips on their cell­phone but won’t share an ad.

“Us­ing dig­i­tal you can play a game, watch videos, make air­line or cin­ema book­ings, de­sign a T-shirt and vote for the best of the rest and run a cus­tomer re­la­tion­ship pro­gramme. But what­ever the medium, you still need a great idea.”

A ma­jor at­trac­tion of the medium is its mea­sur­a­bil­ity. In the KFC Chic Flicks cam­paign, tick­ets to the movie pre­mieres were sold out on­line within four hours of Web­site launch. The events were ex­cep­tion­ally suc­cess­ful and there were more than 500 en­tries into the “Make your own twis­ter” on­line com­pe­ti­tion.

Glob­ally, Ogilvy was among the first agen­cies to of­fer a ded­i­cated dig­i­tal ca­pa­bil­ity.

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