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

Black River FC

Black River FC Johannesburg, Sudáfrica

Premios

20405

Marca: Nando's South Africa
País: Sudáfrica

Anunciante: Nando's

Título	The Last Dictator Standing
Agencia	Black River FC
Campaña	Last Dictator Standing (2011)
Anunciante	Nando's
Marca	Nando's South Africa
Fecha de primera difusión/publicación	2011 / 11
Sector Empresarial	Restaurantes y comida rápida
Lema	No one should eat alone at Christmas
Sinopsis	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.
Filosofía	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.
Problema	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.
Resultado	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.
Medio	Case Study
Banda Sonora	'Those Were the Days' by Mary Hopkin
Director artístico	Monde Siphamla
Responsable de conceptos / redactor	Nhlanhla Ngcobo
Director creativo	Suhana Gordhan
Director ejecutivo de creación	Ahmed Tilly
Productor de la agencia	Laura Broccardo
Productor de la agencia	Iolanthe Grobler
Planificador estratégico	Gia Callinicos
Director de cuentas	Charlotte Pettifer
Responsable de conceptos / redactor	Avish Gordhan
Director artístico	Mandie van der Merwe
Responsable de conceptos / redactor	Lufuno Mavhungu
Productor	Melinda McDonald
Realizador	Dean Blumberg
Productor	Chanelle Critchfield
Other	Chris Botha
Other	Kate Thomas
Responsable de vestuario / estilista	Andrew Chandler
Audio Post Production	Alun Richards
Cinematografia	Willie Nel
Postproducción	Bladeworks
Montador	Saki Bergh
Analista multimedia	Melissa Attree
Analista multimedia	Mike Sharman
Analista multimedia	Daniel Nash