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

Black River FC

Black River FC Johannesburg, 南非

奖项

20334

品牌: Nando's South Africa
国家: 南非

广告主: Nando's

标题	The Last Dictator Standing
广告公司	Black River FC
广告战役	Last Dictator Standing (2011)
广告主	Nando's
品牌	Nando's South Africa
首次发布日期	2011 / 11
行业领域	餐馆与快餐
广告口号	No one should eat alone at Christmas
剧情简介	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.
哲学	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.
问题	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.
结果	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.
媒体类别	案例研究
Soundtrack	'Those Were the Days' by Mary Hopkin
美术指导	Monde Siphamla
文案	Nhlanhla Ngcobo
创意总监	Suhana Gordhan
执行创意总监	Ahmed Tilly
广告公司制片	Laura Broccardo
广告公司制片	Iolanthe Grobler
战略企划	Gia Callinicos
客户总监	Charlotte Pettifer
文案	Avish Gordhan
美术指导	Mandie van der Merwe
文案	Lufuno Mavhungu
制片	Melinda McDonald
导演	Dean Blumberg
制片	Chanelle Critchfield
Other	Chris Botha
Other	Kate Thomas
Wardrobe / Stylist	Andrew Chandler
音频后期制作	Alun Richards
电影	Willie Nel
后期制作	Bladeworks
剪辑师	Saki Bergh
Interactive Strategist	Melissa Attree
Interactive Strategist	Mike Sharman
Interactive Strategist	Daniel Nash