The campaign, conceptualised and executed by Mortimer Harvey, drives home the message of the efficacy of advertising to the Afrikaans market in Afrikaans.
Gerald Harvey, Executive Creative Director of Mortimer says the agency decided to play on the finer nuances of the culture itself. “We have used various iconic Afrikaans ‘culture characters' to illustrate these nuances, none of which are real life people or historical figures but rather culture icons that have a lovely ‘cool kitch' or ‘collectors kitch vibe' about them.”
The campaign has a sense of humour combined with a sense of pride that is so uniquely Afrikaans - a kind of confidence that allows Afrikaans people to smile at themselves.
Well known fictional characters that are used in the campaign include Piet Pompies, Ou Tante Koba, Jan Pierewiet, Hansie Slim, Sarie Marais, Jannie Jammergat and Gatiep en Meraai.
Linda Gibson, CEO of Ads24, says many South Africans who are not Afrikaans will recognise many of these ‘culture characters' and those who don't, will be intrigued and enticed to discover who they are. “When you touch on something that is real and meaningful to the Afrikaans market, they feel you ‘get' them and identify with them which in turn empowers you to speak to them from a position of trust.”
Gibson points out that 10.6 million (33%) of South Africans can read or understand Afrikaans. “The Afrikaans market accounts for 28% of South Africa's household spending power and it's certainly worth noting that both local and global research shows that people identify more positively with products, services and brands advertised to them in the language in which they think.”
The campaign concept, says Gibson, is based on the following insight captured by the wise words of a wise man... “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.”
- Nelson Mandela. About Mortimer Harvey
Mortimer Harvey is a Johannesburg-based full service through-the-line advertising agency that delivers hard-working advertising and communication solutions. Services include classical above, below the line, brand development and consulting, strategic marketing development, promotions, interactive web services, public relations as well as events and sponsorships. For further details, visit www.mortimer-harvey.co.za