Recent retail TV advertising, says Mtati, shows a slight shift from the traditionally price-sensitive model of communicating savings to now creating a narrative with visually appealing work. “Checkers, for instance, has been talking about its Gordon Ramsay food range for parents and children.”
Telecommunications is one of the most highly competitive industries in Africa, and service providers from across the continent are in stiff competition for market share in this mobile-first audience. Given the prevalence of mobile on the continent, the degree of innovation and development within the mobile space is not surprising.
Taking stock of financial services advertising was the focus of the Financial Mail AdForum, which took place at the Vega School in Johannesburg, in association with Ornico. The financial services advertising currently being flighted is very rational and fails to resonate, agreed the panel at the latest Financial Mail AdForum.
The financial services sector has shifted advertising focus from price sensitivity to paying attention to the human element. Nedbank’s TV commercial, which follows a bank note, Standard Bank’s ‘What’s your next’ and Capitec’s uses of its mobile app are just a few examples of messaging that tries to resonate on a human level.