Allan Gray. Stay Focused.

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Every year Allan Gray, one of South Africa’s leading investment companies, recruit the brightest graduates from universities around the country. Graduates more interested in achieving their long-term goals than the many trappings of campus life. Those with focus.

But there’s one problem… distractions. As a student, they’re in no short supply. There are the usual suspects: parties, guys, girls, and of course more parties. But it doesn’t stop there, online there are more still: Cute Animals, Grumpy Animals, Dramatic Animals, Thug Life Animals, Babies, Selfies, Epic Fails, Best-ofs etc. You name it, they’re waiting to distract you for hours on end.

What we needed was to separate focused students from those more prone to distraction. But how? By pitting them against the very things that prevent them from excelling.

We launched an all-out assault on campuses countrywide – an integrated campaign showcasing distractions in all forms: on posters, on campus radio stations, in emailers, on targeted microsites and even in a public library. Nowhere and no one was safe.

Allan Gray BlogilvyPosters on campus featured the likes of Grumpy Cat.

In addition to campaign specific radio ads, campus radio station DJs heard radio spots that talked to their very own distractions in the middle of their shows live on air.

Allan Gray - BESPOKE URLS

University Social Coordinators received emailers directing them to bespoke microsites that exposed their biggest distractions.

We carried out filmed social experiments on unsuspecting study groups in a library.
Allan Gray -CAMPAIGN MICROSITE

All of our messaging led students to stayfocused.co.za where they found out about the Allan Gray 2016 Graduate Intake and could apply to join the firm.

Amidst all these distractions, in the first month alone, we’ve had a 161.6% increase in applications than during the same period of last year’s campaign – applications from those willing to put their focus to the ultimate test: an opportunity to work at Allan Gray.

Volkswagen Genuine Parts: Haunted Road TV Ad

VW The Singing Children of the R33
Following the successful Haunted Road radio campaign, we launched a Haunted Road cinema and TV ad that flighted during the December holidays. The spot promotes the benefits of fitting Volkswagen Genuine Parts, and not breaking down on these scary roads.


Credits:
Chief Creative Officer: Chris Gotz
Copywriter: Dean Paradise and Cuanan Cronwright
Art Director: Matthew Pullen
Producer: Cathy Day
Director: Matthew Pullen and Dean Paradise
Editor: Andrew Pullen

NSRI – Be Brighter

We teamed up with National Sea Rescue Institute (NSRI) to encourage paddlers to improve their safety measures when paddling.

Ogilvy Cape Town was asked by the NSRI to create a campaign to encourage the paddling community to #BeBrighter and #WearBrightColours which would help Sea Rescue to take the search out of Search and Rescue.

This was executed through a “Be Brighter” radio campaign illustrating that out in the ocean, a bright colour speaks louder than the loudest cry for help. A powerful example that shows, being visible could save your life. You can listen to the advert by clicking on the SoundCloud link below:

 

 

A special thanks to Primedia who gave almost R 80 000.00 worth of free airtime on KFM and Cape Talk to promote the message.

GoPro: Find the GoPro. Win the GoPro.

GoPro Competition
GoPro is the world’s most versatile camera. It can go anywhere: on humans, on strange flying animals, on down-hill board things, on neon hula-hoops and even on hipsters. We needed a way of showing off all its incredible features on, wait for it, radio.
Find the GoPro. Win the GoPro.
A real-time GoPro treasure hunt on radio and online that gave South Africans the opportunity to win a GoPro.

Ogilvy Credits:
Chief Creative Officer: Chris Gotz
Art Director: Matthew Pullen
Copywriter: Dean Paradise
Agency Producer: Cathy Day
Client Service: Vicky Hey, Scott Maxwell

Ogilvy & Mather Cape Town at the 2012 Loeries

To say we are thrilled with our performance at last weekends 2012 Loeries is an understatement. The agency together with our clients received 31 awards, including a Grand Prix in Integrated for the Be the Coach campaign for Carling Black Label, adding to a series of global accolades which has made it the most awarded integrated campaign anywhere in the world over the past 12 months.

Below are two quotes from our MD, Gavin Levinsohn, and our ECD, Chris Gotz, as well as a list of all the awards won, including links to the work.

Gavin : “This has been our best creative year ever at international awards shows but it was important to have a great performance on home soil as well and, while any awards win is great, it’s especially important for us to have succeeded in progressive categories such as digital.”

Chris “The thing we are most proud of is producing integrated campaigns across three of our biggest clients: South African Breweries, Kraft Food and Volkswagen. Brave clients beget brave work. When these clients combine with the right creative people at the right time amazing things can happen. And they did. We are privileged and humbled by our achievements at Loeries this year.”

A huge thank you to all our clients, business partners, staff, friends, family, and fans. For us it’s now back to work, and time to remember one of David Ogilvy’s wise quotes “We have a habit of divine discontent with our performance. It is an antidote to smugness.”

Loeries 2012: Ogilvy & Mather South Africa Wins:

CATEGORY BRAND PRODUCT  TITLE / LINK  AWARD
Integrated Campaign SAB Carling Black Label Be the Coach Grand Prix
Integrated Campaign SAB Carling Black Label Be the Coach Gold
Sponsorship SAB Carling Black Label Darling to Carling Gold
Sponsorship SAB Carling Black Label Be the Coach Gold
Media Innovation – Media Campaign SAB Carling Black Label Be the Coach Gold
Tv Crafts Up To 90s – Special Visual Effects Kraft Foods Stimorol Mega Mystery Face Off Gold
Branded Mobile Content & Applications SAB Carling Black Label Be the Coach Gold
Digital Mixed-Media Campaign SAB Carling Black Label Be the Coach Gold
Tactical Use Of Magazine Volkswagen BlueMotion The BlueMotion Label Gold
Integrated Campaign Kraft Foods Stimorol – Mega Mystery Mega Mystery Silver
Media Innovation – Single Medium Wilderness Foundation Forever Wild Anit Poaching Initiative You Tube Interventions Silver
Media Innovation – Media Campaign Kraft Foods Stimorol Mega Mystery Mega Mystery Silver
 Tv & Cinema Commercials – Up To 90s Kraft Foods Stimorol Mega Mystery Face Off Silver
Internet & Mobile Commercials Wilderness Foundation Forever Wild Anti-Poaching Initiative Cockatoo confused by laser pointer Silver
Pr Communication Campaign SAB Carling Black Label Darling to Carling Silver
Internet Advertising Volkswagen Golf Cabriolet Scroll Up Silver
Microsite Volkswagen Polo GTI Polo GTI Date Drive Silver
Digital Mixed-Media Campaign Volkswagen Polo GTI Polo GTI Date Drive Silver
Live Activations Prison Broadcasting Network Prisoner Rehabilitation Rehabilitation is Possible Bronze
Media Innovation – Single Medium Volkswagen BlueMotion BlueMotion Label Bronze
Radio Commercials – Up To 90s Kraft Foods Stimorol Infinity The Talk Bronze
 Tv & Cinema Commercials – Up To 90s Kraft Foods Stimorol Taste Twist I believe I can fly Bronze
 Tv & Cinema Commercials – Up To 90s PBN Prisoner rehabilitation Rehabilitation is Possible Bronze
Ubuntu Award Volkswagen BlueMotion The BlueMotion Label Bronze
Pr Communication Campaign Kraft Foods Stimorol Mega Mystery Mega Mystery Bronze
Pr Communication Campaign Volkswagen Polo GTI Polo GTI  Date Drive Bronze
Digital Mixed-Media Campaign Kraft Foods Stimorol Mega Mystery Mega Mystery Bronze
Street-Pole Kraft Foods Stimorol Mega Mystery Mega Mystery Street Poles 1 Bronze
Alternative Media & Field Marketing SAB Carling Black Label Darling to Carling Bronze
Newspaper Advertising Volkswagen Brake Assist School Kids/Cyclists/Cattle Bronze
Tactical Use Of Newspaper Volkswagen Genuine Shock Absorbers Wipe Out Bronze