Making ads that resonate with an intended audience has always been top priority for advertisers. Historically however, prioritising certain groups ahead of others has resulted in the neglect and exclusion of other consumers. Right now, the world is acutely aware of these inequalities.
So, how do advertisers position brands amidst cultural diversity?
In a country defined by 11 national languages and considerable socio-economic divides, South African advertisers have an exciting challenge. It’s clear that a deeper understanding of language, culture, and the prevailing mood are essential for establishing a relationship with consumers in a show of authentic empathy – to recognise and reflect the faces, the lives, and the aspirations of consumers they wish to reach with their brand stories.
And therein lies a dilemma: how granulated must advertising campaigns become to cater for diverse audiences? Can a single campaign hold appeal across a broad spectrum of consumers? And if so, how?
Brands often define their character through the stories that they tell. They’re the stories that either appeal or are ignored. They shape the connection between the brand and the consumer. So, how do agencies account for all the differences, to build successful campaigns that unite consumers through their similarities?
We invite you to join us online for the Future of Media digitised series in partnership with Vodacom and EziAds, as our panel of experts in media and advertising speak about the power of culture, content, and connections.
Panellists in the discussion moderated by Kenzy Mohapi (Media Personality, Jacaranda FM) include: Nathan Reddy (Founder and Chief Creative Officer, Grid Worldwide); Nicola Cooper (Trend Researcher/Analyst & Cultural Strategist); JD Engelbrecht (Managing Director, Everlytic); and Cathy Nolan, (Copywriter, King Price Insurance)
Date: 23 June
Click here to register for the event: https://arenaevents.africa/webinar-registrations/online-event-the-future-of-media-digitized-event-series-the-power-of-content-connections-culture/
Partners of the Future of Media digitised series include Everlytic, Proudly SA, The MediaShop and WAN-IFRA.