DISBOOK - The Africa 2012 Edition - (Page 137)
Tr e n d s a n d b u si n e ss - Disbook AfricA 2012
Branded Entertainment
sneak preview of discop africa’s 2012 session on product placement and branded entertainment, moderated by Grazyna Koscielska, director of stimulii group
One of the crucial requirements for successful product placement is balance: if the audience has the product and glowing references to it hurled at them for every second of the show, they will soon turn off or over, never turn back on, and the product concerned will have been damaged in their eyes. This is what makes GENERATIONS is a near-perfect vehicle for product placement. GENERATIONS is the most popular soap opera on South Africa Television. Running continuously since 1994, it plays Monday to Friday at 8pm and regularly takes an audience share of between 60% and 65%. That’s very impressive and would attract any brand, but what makes GENERATIONS such a great property for product placement is its setting; the show is set against the backdrop of the advertising business, and all the plots, scheming and happenings of one particular agency. It is also perfect for brand integration and paid for product placement, as it offers brands the opportunity of crafting an ongoing dialogue with consumers in a living brand environment. One of the main brands using GENERATIONS is South African bank Captcipc, and the show offers them a chance of emotional engagement with the public, as well as multiple ways to present their brand. The next evolution from product placement is advertiser-funded shows, of which TROPIKA ISLAND OF TREASURE is a successful example. Tropika as a brand in South Africa has always had a strong association with youth and the easy life of the beach, and this
has been very successfully reflected in a series that combines hot celebrities with local consumers on a beautiful tropical island setting with lots of money at stake. The audience responded on Twitter, asking for a longer show, which prompted an increase from 8 half-hour episodes in season 4, to 10 one-hour episodes in season 5, which is currently in production. Branded entertainment is a very generic term that defines all forms of brand inclusion, and development of brandinspired entertainment content, including, but not limited to, sports, music video, theatre, books, graphic novels and gaming platforms, and which, over time, morphs and extends as the landscape evolves to include all existing and new communication platforms. The basic concept is to allow the brand, through its storytelling to engage the consumer/viewer on their own terms, allowing them to co-create the chosen piece of entertainment. The best type of brand integrations within existing entertainment properties are those that are seamless and naturally integrate into storytelling which ultimately portrays ‘a slice of life’. There is no doubt that all new ways of reaching an audience with a brand message, are important; the proliferation of new social platforms, as well as the emergence of new technologies such as TiVo and the PVR mean that viewers are increasingly consuming content on their own terms, often bypassing the traditional 30-second ad, and upsetting the traditional model of linear television.
This means that branded entertainment has moved from being a ‘nice to have’ element in a brand’s marketing strategy, to become a ‘must-have’ element.
Tropika island of Treasure is a south African reality competition television series created and executive produced by stimulii in which celebrities and ordinary people compete in remote, exotic locations in a variety of daily challenges to win a r1-million prize. perfect example of a successful branded show, it has been named after the Tropika, the south Africa’s no. 1 dairy fruit Mix.
On Thursday, November 1st during DISCOP AFRICA, Grazyna Koscielska, Director of South Africa’s Stimulii Group moderates a session on Product placement and Branded Entertainment; divided into two separate sections, one devoted to each topic. There will be a 10-minute Q&A at the end of each topic examination. Koscielska will center each discussion on one show her company has been closely associated to: GENERATIONS in the case of Product Placement, and TROPIKA ISLAND in the case of Branded Entertainment.
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http://www.stimulii.co.za
Table of Contents for the Digital Edition of DISBOOK - The Africa 2012 Edition
Cover
Foreword - Welcome to Johannesburg!
Content
Conference Program
- English Version
- Version Française
Joburg Vibes
- Street Talks
- Drum Archive
- Made in Maboneng
- The Bioscope
- Faces
First Look
- Watercolors of love - Siri
- Mooz-Lum - Meet the Adebanjo’s
- Irrational Heart - Destiny River
- City of Men - Black hands
Trends & Business
- Made in Africa / Made for Africa
- The titans of laamb
- Inside «Inside Story»
- Ecology of african audiovisual content industry
- Gems from the namibian film collection
- The century of formats
- Great formats will come from Africa
- Partners wanted
- How many people (really) watch TV in Africa?
- Voulez-vous coucher avec moi ?
- Africa’s digital switchover is coming - The question is when ?
- Intelsat’s epic
- China in Africa
- Zee : from a to z
- The Brazilians are coming !
- Against all odds
- Discover Discovery in Africa at Discop Africa
- Television with a purpose - A detailed look at educational television
- Branded Entertainment
- Hot docs-Blue ice, a unique opportunity for African documentary makers
- A solution to Africa’s thorny problem of dubbing costs
- Mission statement
Country report
- ALGERIA
- ANGOLA
- BENIN
- BOSTWANA
- BURKINA FASO
- BURUNDI
- CABO VERDE
- CAMEROON
- CENTRAL AFRICAN REPUBLIC
- CHAD
- COMOROS
- DEMOCRATIC REPUBLIC OF CONGO
- DJIBOUTI
- EGYPT
- EQUATORIAL GUINEA
- ERITREA
- ETHIOPIA
- GABON
- GAMBIA
- GHANA
- GUINEA BISSAU
- GUINEA CONAKRY
- IVORY COAST / CÔTE D'IVOIRE
- KENYA
- LESOTHO
- LIBERIA
- LYBIA
- MADAGASCAR
- MALAWI
- MALI
- MAURITANIA
- MAURITIUS
- MOROCCO
- MOZAMBIQUE
- NAMIBIA
- NIGER
- NIGERIA
- REPUBLIC OF THE CONGO
- RWANDA
- SAO TOME AND PRINCIPE
- SIERRA LEONE
- SENEGAL
- SEYCHELLES
- SOMALIA
- SOUTH AFRICA
- SOUTH SUDAN
- SUDAN
- SWAZILAND
- TANZANIA
- TOGO
- TUNISIA
- UGANDA
- ZAMBIA
- ZIMBABWE
Speakers
Participants
Index Advertisers
DISBOOK - The Africa 2012 Edition
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