Posts Tagged ‘ Ninety9Cents ’
Cape ad agency appeals to the hero within
Cape Town based advertising agency ninety9cents has rolled out an unconventional awareness campaign for the Emergency Assistance Volunteer Support (EVS) that will make Capetonians think twice and hopefully support this cause.
The EVS is a non-profit, public organisation that secures and deploys the necessary resources, skills and equipment to help train and supply a dedicated group of everyday Capetonians who volunteer world-class services (they are often called out to support the likes of the South African Police Service and Cape Medical Response units) to the communities of Cape Town. As a strictly voluntary organisation with limited funds, the EVS is in constant need of financial help and volunteers to provide these services to the people of Cape Town.
The Puma Sutra by ninety9cents
Things are gearing up for the World Cup, and we’re seeing more and more 2010 designs. Here’s one that advertising agency ninety9cents produced for client PUMA:
Sports lifestyle brand Puma prides themselves as zigging while other sports brands zag, a strategy that’s all the more important this year since they are not an official sponsor of the Fifa World Cup 2010. The sports life style brand approached ninety9cents to create a campaign that would give their 2010 messaging, Love = Football as much exposure as possible. The aim? To create talkability and further recognition of and affinity for their brand.
Checkers/99c Rips off international brand
VS:
Checkers – Don’t change your lifestyle, change your supermarket commercial
We know there’s a TV commercial out there as well, but we haven’t been able to get hold of it.
We’ve been given a heads up by Mike Stopforth about another local rip-off advertisement. The new Checkers campaign uses the tagline: “Don’t change your lifestyle, change your supermarket.” We feel this is actually a pretty good tagline, with one small problem… It’s not an original idea. A UK retail chain called Aldi used this exact same tagline in a campaign last year. The agency responsible for the Checkers campaign is Ninety9Cents.
It seems to be a growing concern when local agencies take existing concepts and import them to a South African market. The other most recent one we can think of was Ooba, a rebranding of Mortgage SA with nearly everything an exact copy of the British brand. We’re not going to discuss the originality or origin or whatever of the ooba or Checkers campaign, what I want to know is, in a hyper connected world, where unoriginal ideas are quickly exposed and the source is quickly traced, why would an agency still decide to go through with the campaign? Never mind pitch it!
While I think these campaigns don’t really have an impact on the brand (consumers won’t really care if it’s original or not), it does show a certain lack of originality on the part of the agency and the industry is certain to pick that up. The question to ask, I suppose is, does this impact the agency in any way? Would you, as a brand, use an agency that you know has copied previous campaigns?
