trendwatching.com’s hyperactive brands

HYPERACTIVE BRANDStrendwatching.com FEBRUARY 2014 AFRICA TREND BullETIN

trendwatching.com/africa/trends/hyperactivebrands

Why brands in Africa are increasingly interacting with and engaging consumers in the sprightliest of manners.

Definition:

As a result of African consumers no longer willing to tolerate bland mass-marketing messages, HYPERACTIVE BRANDS all over the continent will increasingly capture these consumers’ attention with delightful, engaging, altruistic and empowering interactive initiatives and campaigns.

HYPERACTIVE BRANDSwww.trendwatching.com/africa/trends/hyperactivebrands 2

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1. the DissiPation of traDitionaL BranDinGNo longer are African consumers willing to tolerate INACTIVE BRANDS.

2. froM ‘Me’ to ‘We’

3. those ‘in the KnoW’

4. the fountain of Youth

Brands relinquishing control by catalyzing dialogue with customers.

The diaspora, the returnees, the outward looking and the clued up already know it and EXPECT it!

All these kids… All on phones.

DRIVING THIS TREND:

the DissiPation of traDitionaL BranDinGNo longer are African consumers willing to tolerate INACTIVE BRANDS.

Traditionally, businesses operating on the continent were concerned with maintaining tight branding budgets and supplying stripped down, no-frills products and services to low income consumers. Meanwhile, marketing channels remained immature (and focused on mass media: TV, radio, newspapers) despite the explosion of the rapidly expanding middle class.

“2014 and beyond marks a time where brands in Africa must reach out to these previously neglected consumers in a state of brand boredom, who are craving the exchange of bland brand experiences for unique and dynamic ones.”

froM ‘Me’ to ‘We’Brands relinquishing control by catalyzing dialogue with customers.

Recent times has seen a branding overhaul, especially in the larger consumer markets such as South Africa and Nigeria. Along with the well-documented rising affluence, many Africans are also asserting their right to be regarded with respect on a global scale.

“Tomorrow’s success stories in Africa will revolve around HYPERACTIVE BRANDS that give the power back to the people, and almost completely relinquish control of how their marketing strategies are received and interpreted.”

Africa’s middle class has tripled over the last 30 years, with one in three people now considered to be living above the poverty line… The current trajectory suggests the African middle class will grow to 1.1 billion (42%) in 2060.- Deloitte, March 2013

those ‘in the KnoW’The diaspora, the returnees, the outward looking and the clued up already know it and EXPECT it!

It’s worth noting that there are now a plethora of African consumers who are very familiar with and even expect to interact with brands they love. Whether because they have had first hand experience with brands abroad, or they have formed this expectation via other channels, they now expect more.

the fountain of YouthAll these kids… All on phones.

The desire to reach young Africans on their mobile devices has given rise to an evolution of traditional marketing strategies. Furthermore, these plugged in, highly excitable young consumers also face a dazzling array of choices and distractions.

In 2050, ½ of Africa’s population will be under 24 years old.- Mo Ibrahim Foundation, November 2013

In Sub-Saharan Africa, 65% of children aged 8 to 18 have access to a mobile handset.- Sub-Saharan African Mobile Economy 2013 - GSMA Intelligence, November 2013

hYPeractiVe BranDs DissecteDThere are three key methods that HYPERACTIVE BRANDS adopt in order to ensure memorable interactive experiences:

HYPERACTIVE BRANDS may invoke competitive spirits and showcase the best of the best

1. GoLD, siLVer & Bronze…

Sub-Saharan Africa is comparatively the world’s most optimistic region when it comes to tackling the challenges the world faces in 2014.- Survey on the Global Agenda - World Economic Forum, October 2013

Yola Free website builder service launches a ‘Buildathon’ contest

afrinolly Short film competition promotes African cinema and filmmaking talent

jack Daniel’s Music scouts Alcohol brand conducts a nationwide competition to find unique South African musical talent

clover: the Way Better Kota competitionProcess cheese producer challenges fans to locate the best kota sandwich in their neighborhoods

HYPERACTIVE BRANDS can be human, helpful or tap into a cause

2. in the naMe of the GooD…

fnB: ideas can help initiative South African banking giant announces its hunt for innovators wanting to make a difference

carling Black LabelDrinks brand shows appreciation to loyal customers by launching a ‘guaranteed win’ rewards program

tiger Wheel & tyre Car tyre outlet announces blood donation challenge to customers

HYPERACTIVE BRANDS can be fun and novel – just for the heck of it!

3. entertainMent noW…

Magnum Live Twitter auction promotes new Magnum ice cream flavors

68% of Twitter users in Africa rely on this platform as a primary source of information on national news.- Mo Ibrahim Foundation, November 2013

Legend extra stoutWinners of Nigerian Stout prize draw tasked with a timed shop-a-thon in Dubai

MtV africa all starsTelevision channel entertains African youth with pan-African interactive music campaign

Glo slide & Bounce tour Nigerian telecoms company rewards Ghanaian subscribers with star-studded concerts

WANT TO BE HYPERACTIVE?

Create campaigns that all participants can actually benefit from, even if in a little way.

Consider how your campaigns will fit into the daily lives of consumers to make their routine more interesting or engaging.

Turn consumers’ contributions into a brand community. After all, like-minded people tend to enjoy meeting each other.

Why not invite fans, users or followers to participate in the actual production of your product?

Help consumers extend their interactive experiences by providing the tools to help them flaunt their achievements across their online networks.

aDD reaL VaLue

riGht PLace, riGht tiMe

connect the Dots

WisDoM of the croWD

instiGate sharinG

Why not try using our free Consumer Trend Canvas to structure your next trend brainstorming session, and make it a HYPERACTIVE one (!), flowing with compelling new innovation ideas.

Next for HYPERACTIVE BRANDS? Let’s save the answer for another Trend Bulletin ;)

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PAUL BACKMANChief Client Officerpaul@trendwatching.com

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