with a strong web development and design background that has moved into the digital marke=ng space. • We believe in an integrated approach to marke=ng and as the strategic lead agency, can coordinate holis=c campaigns with partners such as media buyers, CRM specialists, tradi=onal PR and media produc=on.
and its posi=on as SA’s top selling wine, Namaqua Wines is a proud boxed wine brand that seems to be at the top of its game. With its playful, unsnobbish, accessible character it is successfully capitalising on the growing acceptance in the market for quality boxed wine. • However, it is now ready to move to the next level – to posi=on itself as a liNle more sophis=cated and to free itself from its total reliance on above the line marke=ng in the face of a looming ban on alcohol adver=sing. Namaqua Wines: the current challenge
of marke=ng into its marke=ng mix to help it to build a database and rela=onship with its loyal customers in order to more ac=vely engage them. • Done effec=vely, a new integrated communica=ons campaign could ul=mately turn loyal customers into an army of interac=ve and ac=ve brand ambassadors. Namaqua Wines: current opportunities
to change nega=ve percep=ons of box wine. • To further drive and sustain sales volumes of Namaqua Wines (2, 3 & 5 litre boxes) even as the market landscape changes. • Keep the Namaqua Wines brand top of mind by being relevant to its consumers. • Building tools that will allow Namaqua to communicate with its customers when dark marke=ng sets in (such as social media, direct marke=ng to a database, point of sales, and developing key iconography of the brand). What Namaqua needs to achieve
survive and thrive. • Brands are relevant to their consumers when they tap into their consumers’ goals, ambi=ons or desires. • These goals, ambi=ons and desires are unique to the context of the brand and environment. The importance of brand relevance
life without having to spend a lot of money on fancy labels to achieve this. They can enjoy quality without spending a fortune. • Namaqua’s consumers can enjoy quality without taking life too seriously. With Namaqua they can afford to share and be sociable all the =me, and they can enjoy quality wine every day of the week. • People who enjoy their freedom can safely carry their Namaqua Wine everywhere with them. • Everyone can belong to the Namaqua Wine club, its not exclusionary and doesn’t tell you to keep striving to belong. • Everyone who drinks Namaqua Wine will feel like they have ‘arrived’ – they can afford to have nice wine more o[en. Brand relevance for Namaqua Wines
• Build the brand associa=on around the colour flashes – the unique iconography of the brand will become important when dark marke=ng becomes necessary. • Establish a fun, catchy and provoca=ve brand that is somewhat sophis=cated. • Have big brand clout with consumers and retailers, yet be approachable. • Appeal to key audiences to drive sales and desirability. • Increase credibility of Namaqua Wines aimed at relevant key target audiences. Namaqua Wine’s brand objectives
Best’ campaigns. • Par=cipate in cultural events i.e. music fes=vals and mass outdoor gatherings such as ‘black diamond’ picnics. • Roll out PR plan leveraging off adver=sing spend. • Engage consumers with a connected brand experience that rewards loyalty. • Establish a comprehensive database from which market research can later be carried out. Communication Objectives
that engages the 18 – 25 year old student in brand experiences. • ‘Feast with the Best’: Roll out a broader campaign to celebrate local flavour and the sociable South African culture with Namaqua Wines. The Campaign
to what they really want. • Support South African local talent through par=cipa=ng in na=onal fes=vals and events. • Highligh=ng the uniqueness of the Namaqua region with a focus on biodiversity • culmina=ng in the diversity of the Namaqua Wine brands. • Pouring sponsor at relevant fes=vals & events: – Pouring sponsor na=onally – Unique ac=va=ons – Social media compe==ons Strategy: How to become more relevant
interac=on, the enjoyment of life and sharing without cos=ng too much. • Posi=oning the brand as the ul=mate in social and sharing. • Posi=oning the product as the hero for any occasion. Lifestyle Brand Expression
• Fun, quirky and provoca=ve -‐ carefully choose the right events and music to ensure ‘success’ i.e. cool cred. • Slightly sophis=cated -‐ style and image conscious • Social and sharing – want to express themselves and share opinion, social media is the tool • Experiment, experience and discover – be the first in the know • Stretch the budget -‐ Make the most of limited resource, busy social calendar, on the move • Instant gra=fica=on -‐ Tomorrow’s not guaranteed, live for now. Core Market:
fan want? • Social mobility -‐ they want to be socially connected and to enjoy life more than their parents did. • Success -‐ Big material dreams fuelled by the pressure to succeed. Wine is a status symbol which they can now afford with Namaqua Wines. • Ambi=ous & Aspirant – want to appear sophis=cated and successful – and they can create this impression if they are seen to be drinking and sharing wine. Emerging Market:
gatherings where sharing is caring and enjoyment of the moment (the music, friends, braaing) is the ul=mate goal. Strategic plaborm: ‘Feast with the Best!’ Celebrate the best of local flavour with the enjoyment of food and everyday family/ social occasions with Namaqua. Strategic Direction
engage in daily conversa=ons. • Upgrade website to incorporate a responsive mobi site to promote shareability of online content. • Radio campaigns that live on in social media. • TV campaigns that live on in social media. • SEO & SEM. • Event sponsorship & ac=va=ons. • Tradi=onal print adver=sing and editorial. • Compe==ons – through the line. • Electronic newsleNers to engage directly with the database and gauge their feelings towards the brand on an ongoing basis. • In store promo=on & POS. • Engagement with key influencers like musicians at fes=vals to turn them into brand ambassadors and to use them to engage with our audience via social media. What we propose for Namaqua Wines
marke+ng and social media, we propose developing a digital marke+ng & content strategy for Namaqua Wines. • Crea=ng a strong and credible profile, through the use of online technology, whilst increasing Namaqua Wines online presence within the relevant spaces, thus genera=ng increased interest in the product. • The development of a successful strategy will be carried out which will inform how profile pages are constructed; • The way in which Namaqua Wines interacts socially will be mindful of sejng out content that is Mobile relevant; • Influencers in social media will be iden=fied and engaged with; • A conversa=on plan is set out, encouraging interac=on and reac=on through the various social media channels.
and by iden=fying and linking the relevant keywords, we will be able to op=mise and generate significant leads that will draw in the most poten=al visitors. Strategic content -‐ Genera=on of content internally and externally, using iden=fied keywords to strengthen the message and target search engine search results. Content management -‐ Crea=ng fresh content for the website and the blog that is current, relevant and credible. Link Building -‐ Link bai(ng involves the development of high quality, rich content that is incorporated into the website for the purpose of encouraging external websites linking to the Namaqua Wines site. Link building involves the genera=on of content on relevant websites that link back to the Namaqua Wines site. e-‐newslePers • The compila=on of electronic newsleNers is a fast and very effec=ve way of communica=ng with poten=al and exis=ng clients and the trade. Different e-‐newsleNer formats can be developed to address the target audiences in both the consumer and retail spaces. Impact monitoring & reputa+on management • Tracking and monitoring the ac=vi=es and percep=ons in the online space that are relevant to Namaqua Wines, whereby a monthly assessment can be made as to what ac=vi=es are planned going forward. Digital Marketing & Content Strategy
dis=nc=ve Namaqua “flash” of colour, the campaign can be “A Flash of Brilliance”. Run a series of “A Flash of Brilliance” compe++ons including: • Students to stage their own Namaqua-‐themed flash mob with their friends on campus. • How to use the Namaqua flash to decorate a fes=val stand or own branded VIP fes=val box. • Show a flash of brilliance in the kitchen with the best food and Namaqua Wine pairing. • Demonstrate a flash of brilliance by designing a Namaqua Wines house party. • Show a flash of brilliance with the most crea=ve ways to recycle a Namaqua Wines box. • Draw a picture in the dark using a flashlight as a paint brush and sejng the camera to slow exposure. Prize -‐ Send a group of 4 to a music fes+val including back stage passes and accommoda+on. Coloured wine bags compe==on. Insert coloured wine bags inside a limited number of Namaqua Wines boxes and encourage the public to find them through radio and social media channels. Prize – Concert =ckets with backstage passes Competitions Light Drawings
again from January to February 2014 with an assorted mix of the best bands and DJs. The tour prepares students for campus party life and include performances like Jack Parow, Zinkplaat, Toya Delazy, Van Coke Kartel, Pascal & Pearce and many more. ANendees: 41 800 Mixed Market: 18-‐25 LSM: 5-‐7 Na=onal Jan – Feb 2014 Campus Invasion Tour
its own right! The Oppikoppi Fes=val offers a cross cultural (interna=onal) experience to people by taking them out of the ordinary and their comfort zone, placing them in a unique sejng and bring individuals together through music, crea=ng a sense of unity. It is about offering people freedom through expression, crea=ng friendship, memories and generally having a good =me! Oppikoppi ANendees: 25 000 Mixed Market: 18-‐35 LSM: 5-‐7 Limpopo Aug 2013
to create a raucous spectacle of sound, light, dance and rock n roll. Ramfest is trucking from North to South, East to West to make history through one of the biggest events South Africa has ever experienced. ANendees: 54 500 Mixed Market: 18-‐25 LSM: 5-‐7 Cape Town, Johannesburg, Durban Mar 2014
Reinet community celebrates the start of summer with its annual Karoo-‐Lus Fes=val. Visitors can look forward to some of our country's favourite ar=sts and a host of ac=vi=es for the whole family including Boeresport, a fun run, a baby contest, a veteran car procession and sports and outdoor ac=vi=es. Entertainment includes performances by Kurt Darren, Jay, Glaskas and many more SA and local ar=sts. ANendees: 10 000 Afrikaans Market: 18-‐25 LSM: 6-‐10 Graaff Reinet End of September 2013
hosted by the Mr Johnny Mutuba -‐Vusi Mahlasela Drummer-‐ and the A ReThabeng Community Projects for all the residents of Mamelodi across all age groups free of charge. This event is celebra=ng its 11 year anniversary next year and promises to be bigger and beNer than before. Top local ar=sts have supported this ini=a=ve for the past several years. ANendees: 8 000 Main Market: 18-‐35 LSM: 4-‐8 Mamelodi West January 2014
taking place 3 =mes a year at various venues in Pretoria. This event has been taking place since 2008 and has proven to be successful over and over again with an average aNendance of 4000 people per event. It’s the biggest main market party in Pretoria and an amazing opportunity for brands to tap into! ANendees: 4 000 x 3 Main Market: 18-‐25 LSM: 5-‐8 Pretoria March, September, December 2014
one of Cape Town's most popular events, it is South Africa’s fastest growing free cultural community-‐based event. • The parade will feature 2 000 dazzling costumed performers in 9 themed pods, 9 richly decorated giant floats and 12 academies with 150 community dancers. These come from 45 community performance groups from 23 different areas of Cape Town. ThereaLer the procession will end at the stadium with a big Party ( food Vendors / DJ’s / Bars etc) ANendees: 80 000 Main Market: 18-‐35 LSM: 5-‐9 Cape Town March 2014
fes=val photo booths. • Branded photo booths at events – all pictures will be posted to Facebook, where the fan with the most likes wins a prize. • Playing with the “A Flash of Brilliance” idea, sponsor fireworks displays at campuses or fes=vals. • Sponsor a compe==on and exhibi=on for arts students to do light drawings – this has PR and social media legs. • Tas=ngs & food pairing – celebra=ng local helium filled wine bags. • Branded black bandanas/ iPad bags incorpora=ng the colour flashes. Activations
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