Nando's South Africa - "The Last Dictator Standing"

Black River FC

Black River FC Johannesburg, South Africa

Премии

20444

Бренд: Nando's South Africa
Страна: South Africa

Рекламодатель: Nando's

Заголовок	The Last Dictator Standing
Агентство	Black River FC
Кампания	Last Dictator Standing (2011)
Рекламодатель	Nando's
Бренд	Nando's South Africa
Дата первой трансляции/Публикации	2011 / 11
Бизнес сектор	Рестораны и кафе быстрого приготовления
Слоган	No one should eat alone at Christmas
История	Nando’s is a South African Peri-Peri chicken brand that is known for its irreverent advertising through social commentary. The brief from Nando’s was to promote a meal to share during the festive season whilst creating talkability around the brand. Over the festive period in South Africa, people often opt for large meal combinations. So during the 2011 Festive Season, Nando’s offered a meal for 6. We created an advertising campaign to promote this meal.
философия	The festive season is a time for sharing. So this was the insight employed to promote the meals to share. Robert Mugabe is Southern Africa’s last standing dictator, so with 2011’s much-publicized fall of dictators, we wondered whom he would share his meal with. The main thrust of the campaign is the notion that no one should eat alone and no matter who you are, because Nando’s provides the perfect opportunity for friends to get together and share a delicious meal.
Проблема	In 2010 our Festive Season campaign assisted in selling a record amount of meals for that particular period. A year later, we were faced with the monumental task of creating a Nando’s Festive campaign that would top the 2010 campaign. This meant ensuring that our promotional meals exceeded the 2010 15% contribution to overall sales. This was no small feat.
Результат	Within hours of flighting, the campaign was a trending topic on twitter and on the front page of YouTube. To date, there are over 2 million combined YouTube views, a first for a South African TV ad. This result is relevant when understood in the context of the region – only 14% of South Africans have Internet access. The 2 sharing meals that were advertised contributed 25% to overall sales, the highest selling meal in the history of Nando’s South Africa. In addition after spending just $185 000 on paid media, Nando’s received $2 500 000 worth of earned media.
Тип медиа	Анализ ситуации
Звуковая дорожка	'Those Were the Days' by Mary Hopkin
Арт-директор	Monde Siphamla
Копирайтер	Nhlanhla Ngcobo
Креативный директор	Suhana Gordhan
Исполнительный креативный директор	Ahmed Tilly
Продюсер агентства	Laura Broccardo
Продюсер агентства	Iolanthe Grobler
Стратегический планировщик	Gia Callinicos
Директор рабочей группы клиента	Charlotte Pettifer
Копирайтер	Avish Gordhan
Арт-директор	Mandie van der Merwe
Копирайтер	Lufuno Mavhungu
Продюсер	Melinda McDonald
Директор	Dean Blumberg
Продюсер	Chanelle Critchfield
Other	Chris Botha
Other	Kate Thomas
Костюмы / Стилист	Andrew Chandler
Аудио послепроизводственный этап	Alun Richards
Кинематография	Willie Nel
Послепроизводственный этап	Bladeworks
Редактор	Saki Bergh
Интерактивная стратег	Melissa Attree
Интерактивная стратег	Mike Sharman
Интерактивная стратег	Daniel Nash