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

Black River FC

Black River FC Johannesburg, África do Sul

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Marca: Nando's South Africa
País: África do Sul

Anunciante: Nando's

Titulo	The Last Dictator Standing
Agência	Black River FC
Campanha	Last Dictator Standing (2011)
Anunciante	Nando's
Marca	Nando's South Africa
Data da primeira Transmissão/Publicação	2011 / 11
Sector Empresarial	Restaurantes e comida rápida
Legenda	No one should eat alone at Christmas
História	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.
Filosofia	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.
Tipo de Mídia	Case Study
Trilha sonora	'Those Were the Days' by Mary Hopkin
Director de arte	Monde Siphamla
Redator	Nhlanhla Ngcobo
Director criativo	Suhana Gordhan
Director executivo criativo	Ahmed Tilly
Produtor da agência	Laura Broccardo
Produtor da agência	Iolanthe Grobler
Planeador estratégico	Gia Callinicos
Director de contas	Charlotte Pettifer
Redator	Avish Gordhan
Director de arte	Mandie van der Merwe
Redator	Lufuno Mavhungu
Produtor	Melinda McDonald
Realizador	Dean Blumberg
Produtor	Chanelle Critchfield
Other	Chris Botha
Other	Kate Thomas
Guarda-roupa/estilista	Andrew Chandler
Audio Post Production	Alun Richards
Cinematografia	Willie Nel
Pós-produção	Bladeworks
Editor	Saki Bergh
Analista multimédia	Melissa Attree
Analista multimédia	Mike Sharman
Analista multimédia	Daniel Nash