Ayoba, Yebo, Hosh, Woza, Viva, Waka Waka etc. There are a couple of them. “Africanisms” I think they are called. Most notably used by our over-priced cellular providers
We see these all around us. Billboards, TV, print, and dare we say, now even in everyday language use.
These terms are made famous, and I’m not lying to you, by people in boardrooms. Yes, big budgets, big egos and even bigger circle jerks.
Ultimately, it’s about pushing bottom line through being creative. I guess this is where my question comes in. Are we taking the easy way out, or are we acting as truly South African creatives and strategists trying to satisfy the needs of a targeted audience? Presuming that the audience is a main market one? (Forgive my marketing terms.)
“Hey, what’s the target market again?”
“Main market.”
“Oh, cool. Let’s find a slang African word for it.”
“Yes, that’ll work.”
I should probably mention that I’m not the biggest fan of LSMs and demographics. Actually, I’m not a fan at all. You know, cause the greatest campaigns in the world have been successful purely because they hit the right LSM.
Personally I think we should be looking at taking deep dives into psychographics. In the contrasting and ever-changing South African landscape, personality, values, attitudes, interests, and lifestyles are way more important than if I own a toaster, or not?
I suppose we all know someone who has spent some dollareuroyenpounds on something that they perceived would raise their social standing.
The reason this bothers me is that I can’t figure out if these recent campaigns were done on presumptions — made by the boardroomers — or on actual insights. It feels like solutions, built on what is now a plausible platform, pushed by a bulldozer made of cash.
For instance, the “Mzansi” bank accounts. Supposedly affordable, supposedly “cool”. Now, largely unused because the offering wasn’t right. Nechama Brodie once said to me: “You can call a spade whatever you want, but mostly it’s quite hard to cut an apple with it.”
As much as these are contentious issues in the “let’s sell stuff to other people with someone else’s money” world, it’s part of life and unless we have a one-to-one conversation with the brand homeboys who put these things together, we’ll never know.
Has it worked for them? Most probably. Are we getting complacent with our conceptual work? Maybe. Is someone lifting bottom line? By the looks of it. Is this argument useless? You tell me.
“Is this argument useless?”
It would probably be easier to tell you if I could figure out exactly what point you’re arguing.
I’m guessing you’re saying that we should be more creative and not just jump on the Africanism bandwagon?
Yes, I agree. Sort of. Surely the idea of finding an Africanism is already being creative?
And also bloody meaningless slogans like SAA’s: “We wish you a proudly South African goodbye. Hambani Khahle.”
Real finger-in-the-throat stuff.
Here, here. I agree wholeheartedly with your points. I’m not too sure about it being complacency in conceptual work as much as really lazy in the use of imagination. Not the ‘castles and wands’ imagination but the ‘what actually affects other people’ imagination.
I love Africanisms! If they’re used, I automatically assume I’m not the target market so am not obliged to watch/listen.
I also enjoy assuming that if people in mobile ads are screeching at each other, the product’s definitely not for me and the service is likely even less so.
Even better, if the brand is popular, it’s definitely not one to which I would aspire. I like value for money…and quality.
LSM’s work far less effectively now that the entire population aspires to the same lifestyle: material possession. Everyone has a TV, CD player, mobile, fridge, stove, etc. there was even a recent ad suggesting that if you don’t want a diswasher you are unpatriotic (no, Doll, I simply don’t have the space in my kitchen and don’t need one for a 2-person family). The only difference between LSMs are the levels of debt they are in and who that debt belongs to.
I know dozens of businesses that aspire to target markets that don’t buy their products, but in this world of too much information, no one can avoid their advertising, so they are bound to make some form of contact with their real market somewhere along the line, probably by mistake.
Creative? naah, just lazy. Creative is when none look the same and each pushes a different USP. How many of your clients believe their tele-service is good? Don’t they ever phone the numbers themselves?
anyone who refers to themselves (or others) as “creatives” should be taken out back and, at the very least, get a good kicking!
These are all meaningless slogans without any substance whatsoever to appeal to the masses. The sad part is that this trendy post-structuralist language seems to be forming the foundation and identity of South Africa both at a national and international level. Concepts like the “African Renaissance”, “nation building”, “Batho Pele” mean nothing more than “Ayoba”. Its not a bad strategy to increase airtime sales revenue, but maybe not something to base your national and foreign policy on.
Despite MTN’s best efforts, the word ayoba is hardly heard now the World Cup is over.
I have an excellent suggestion for government departments: instead of undertaking the complex burden of defining concepts like “African Renaissance”, “Batho Pele” and “transformation”, rather lets simplify everything to “Ayoba” to prevent confusion and misunderstanding.
How can we implement this?
The implementation of this strategy can be accomplished through a tender, which of course need I say, should be awarded to MTN. To make the marketing campaign more effective add a few vuvuzelas (which should be acqusitioned through an empowerment partner).
NOW THAT’S AYOBA!
how AYOBA of you. OR how great is your AYOBAness. I can just puke. Of coarse you just have to love the BEGGA guys. or when Tax is no longer Tax but transport.
Advertising has to become creative. Moreso be a part of the mass education of correct use of language.
@MLH “I love Africanisms! If they’re used, I automatically assume I’m not the target market so am not obliged to watch/listen.
)
I also enjoy assuming that if people in mobile ads are screeching at each other, the product’s definitely not for me and the service is likely even less so.” Spot on, I couldn’t have said it any better
see old volkswagen ads; that was creativity.
Bored white folks always wanna patronise black language and mannersims often with rather irritating consequences, if the language is not good enuff for you to learn why not leave it alone.
@muafrika.
1. Because I am forced to suffer this mindless crap.
2. Because if the meaning of words becomes totally irrelevant ‘bored white folks’ will (again) be blamed for your everlasting ignorance