South African youngsters like the way Mo - and Vodacom

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South African youngsters like the way Mo - and Vodacom - move

South African youngsters like the way Mo the Meerkat - and the brand he represents, Vodacom - move. That's according to the latest 'Generation Next' study published recently (Sunday July 30, 2006) in the Sunday Times.

'Generation Next' is the largest youth brand preference study ever conducted in South Africa. It has brought marketers and their advertising agencies a little closer to understanding what makes the urban tween tick when it comes to brands.

According to the study:

Mo is considered to be the 3rd Coolest Brand Icon by urban tweens, only David Beckham and Simba the Lion are cooler than he is

Vodacom is regarded as the Number 1 Coolest Telecomms Provider

Vodacom is thought of as South Africa's 9th Coolest Top Brand.

While these represent 'combined' results, Mo's and Vodacom's performance across the various sectors - Young Adults, Teens and Tweens - is very consistent.

That's some performance says Managing Executive: Advertising and Brand Management, Andre Beyers, who is over the moon with the results: "It is fantastic news for Vodacom that it is regarded as the Coolest Telecomms Provider and even better that it features in the top 10 list of Coolest Top Brands along with such well-established and aspirational names like Billabong, Adidas, Levi's, Nike and BMW.

"But it is truly, truly, awesome that Mo has achieved such iconic status. We had an inkling when he burst onto the scene just a year ago that he'd prove to be a successful brand icon within the youth market. This, plus the fact that his charm has extended into other target markets, has 'pushed our envelope' again in terms of competitiveness and broad consumer appeal."

Mo is FCB Johannesburg's response to a challenge put to it by Vodacom last year. "For Vodafone Live!, Vodacom specifically tasked us to target the YAFS or young/active/fun/South Africans," said FCB Johannesburg executive creative director, Brett Morris.

"These consumers are aged 15 to 34 and are current cell phone users within the LSM 7-10 groupings. Perennially young-at-heart, they are the ultimate pleasure seekers and entertainment and enjoyment are their top priorities. When it comes to their consumption of cellular technology, they want to be seen with the latest gadgets and trends, and their cell phone is what connects them to their lifestyle," he said.

"To appeal to this youth market, we needed to break the mould and come up with a device or character that had never been seen before. So although our character is animated, he's not your regular, cutesy cartoon character. The Vodafone Live! Meerkat has some serious attitude! And the Generation Next research proves we got it spot-on. Well done to everyone who worked so hard to create Mo, and than you to Vodacom for letting him join the South African scene," said Morris.

Mo's performance in the Generation Next research follows his performance in the 2006 Khuza Awards (a research-based awards program where South African youth vote for their favourite ads and marketing campaigns), Teens rated his as the Winning Campaign on television, as did industry commentator, Tony Koenderman, in his AdReview 2006.

Last year on the Millward Brown Impact liking lists, Mo's second TVC appearance in 'Meerkat - Way You Move' ranked No. 1 commercial for the Emerging Market and No. 3 for the Developed Market while his first TVC 'Meerkat' ranked No. 4 for the Emerging Market.

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Draftfcb (South Africa) is the country's largest marketing communication group. Through its offices in Johannesburg, Cape Town and Durban, and utilisation of an integrated business model, it offers clients expertise in the multitude of communication channels available to marketers today.- more....

[8 Aug 2006 14:07]