2013 copy

WINNING IS
EVERYTHING //
Some organisations in our sector will declare
“we do not chase awards for clients we chase
good work first”. Our response to that is
you have missed the point folks! Us winning
means our clients have won too. In fact it
means our partnerships with clients are
award winning. These negative sentiments
frankly are what one can expect to hear from
someone who came second…
Here at Hotwire we celebrate winning and
thank our clients for the partnerships that
allow us to win!
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// HOTWIRISMS 2012
WHAT’S INSIDE //
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6
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THE EVOLUTION OF
THE HOTWIRE BRAND
HOW WELL DO YOU KNOW
THE HOTWIRE TEAM?
THE ULTIMATE
BRAND EXPERIENCE:
BREWING UP SUCCESS
13
16
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KEEPING IT RELEVANT:
EMBRACING THE TREND
AND OWNING IT
FONG KONG:
THE ULTIMATE STAN
A COSMETIC
EMPIRE
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TIFFANY & CO:
THE NEW WORD FOR ‘LOVE’?
ALWAYS
& FOREVER
CREAM OF
THE CROP
WWW.HOTWIREPRC.COM // 3
the evolution
of HW //
Kabelo Binns (Serowe)
When Hotwire opened its doors in Gaborone in 2005 it was
believed that its primary mission would be to ‘hotwire’
businesses to each other. A B2B solutions company if
you would. At the time our corporate colours where blue,
black and white… yes very similar to Botswana’s national
colours. This made sense at the time for us as we never
in our wildest dreams imagined a time when we would
have offices outside of Botswana. As time passed we did
start operating outside of Botswana which prompted us
to reconsider our look and feel to be more inclusive of all
our markets.
So in 2009 we dropped the Botswana blue and replaced
it with green (yes this was before beMOBILE and Capital
Bank being set up in Botswana this was OUR green!!). We
chose green in recognition of this colour being used on
many African flags to honour the humble efforts of the
farmer in so many of our cultures. We felt we could relate
to that.
However in 2012 after much internal debate we have
decided to drop all our colours and not have an official
colour. This has been driven by our desire to live a
fundamental truth of our Brand. That truth is that our
job has always been to place our clients 1st, thus we as a
business cannot be seen to compete with our clients for
attention. We have therefore dropped all colours and will
only use black and white for our own work. You might have
noticed the lack of colour in this document…
We want to be known as a useful concierge. Always around
with a plan yet never in the conversation.
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// HOTWIRISMS 2012
what
we do //
Public Relations; Ensuring the brand speaks
You can describe a brand in much the same way as you
can a person: warm, efficient, cool, caring, transparent
etc. On the other hand though, a brand can also be tagged
negatively: cold, lazy, disorganized, corrupt and many
others. PR is responsible for decoding this intangible
quality; the ‘feel’ of the brand. By fostering and managing
mutually beneficial relationships, PR ensures that the
relevant Publics get to interact with, engage with, and
simply experience the true essence of a brand. Every
brand has a story to tell, and PR ensures that the brand
says the right words at the right time and place.
Client Services;
How can we help you?
When communicating the story
of a brand, there is always a
need to keep communicating
the various facets of its ever
evolving personality. Client
Services comes in as a link
between the client and all the
other departments at Hotwire.
We ensure the seamless
execution of PR, procurement,
events and creative in a way
that aptly speaks to our clients’
brands and personality.
Creative; Making a visual
connection to the brand
Our creative studio is our very
our very own ‘Wonderland’. If
you can dream it, we can realise
it for you. This is why we work
round the clock to ensure that we
communicate effectively through
visuals about our clients and
what they stand for. We pride
ourselves in not only following
industry standard, but also
setting them. Its a philosophy
we bring with us to every job that
comes out of ‘Wonderland’.
Events; Brands brought to life
Much like anyone can pound on the
keys of a piano, anyone can throw
together some decorations, connect
a music system and arrange some
furniture. This however is not what
makes for a high calibre event, but
merely a run of the mill function. Like
a fine piece of music, we believe that
a truly successful event speaks to the
brand and brings it to life by taking
basic components and weaving them
into the perfect melodious harmony.
Without attention to detail, all you
have is a function people will forget
in no time, even less memorable than
yesterday’s hit on the radio.
WWW.HOTWIREPRC.COM // 5
HOW WELL
DO YOU KNOW
the HOTWIRE
TEAM //
The art, the deadlines, the production. Bottom line,
she gets it done. Who is she?
personality to boot. Who is she?
A:.............................................................................
He has a frighteningly large collection of House music
and emails us pictures of beach cocktails to “explore
what the PR landscape is like.” Who is he?
Feisty and one heck of a party girl. Do you know who
she is?
A:.............................................................................
A:.............................................................................
A:.............................................................................
Who hides his cape under his shirt and tie so as not to
be too obvious?
Contrary to popular belief, he is not the Chairman of
KFC. He is the Fan Club! He is also one of de Bosso at
Hotwire. Who is he?
A:.............................................................................
A:.............................................................................
He is the strong and silent type: silent in person,
strong in creativity. We find it just a wee bit scary the
things he can come up with. Do you know who he is?
She has a small voice and big shoes. This helps her to
lie about her height. She is, however, also a PR guru,
so height is just a number for her. Who is she?
A:.............................................................................
A:.............................................................................
He always wears a hat. We’ve never seen what’s
beneath it; perhaps it is a cat? Who is he?
A winning combination of resourcefulness and a
delightful chirpiness are what set this lady apart. A
real contribution to our P.R family. Who is she?
A:.............................................................................
Can you name our latest creative? He fits the bill for
music loving, cap wearing, all round awesome.
This is the lady who keeps us liquid...most of the time.
A:.............................................................................
A:.............................................................................
A:.............................................................................
He beat us all up Kgale Hill, and that gives him real
bragging rights. Do you know who he is?
A social media maven of sorts, her Twitter-happy
thumbs have us all on our toes. She has a few secrets
in her draws. Always keen to help. Who is she?
She is The Fixer. She gets stuff sorted. Period. Who
is she?
Legend has it he has affiliations with Shrek; Shrek
and a boombox. Even we don’t know the whole story.
The story we do know is that if you want it done, this is
your man. Who is he?
A:.............................................................................
This lady has skills, people. The skills of a poet,
blogger and photographer. Guess who!
When she’s not keeping the place all spiffy, she’s
reading up a storm. Guess who!
A:.............................................................................
He’s nowhere and everywhere all at the same time.
Who is he?
A:.............................................................................
A:.............................................................................
This is our rock rabbit, reaching for the highest highs
and the greatest thrills. Also, he likes his “E-Phoni”.
Who is he?
A:.............................................................................
A:.............................................................................
A:.............................................................................
Her culinary wizardry will blow you away. With a
penchant for getting traditional Setswana food just
right, your tastebuds won’t know what hit them! Who
is she?
Do you know who our “fun loving criminal” is?
The gate keeper. She’s caring, funny and friendly, and
has truly made our building what it is now. Guess who!
A:.............................................................................
A:.............................................................................
He has the power of a kung-foo-fighting panda; razor
sharp wit with a sense of business that packs the
punch of a dragon warrior. Who is he?
The guru of the house, giving you the know-how to fix
anything and everything. Do you know who she is?
A:..............................................................................
A:.............................................................................
A:.............................................................................
Can you guess who this lady is? She will always hook
you up with what you need and she’ll do it with spunk.
A:.............................................................................
A:.............................................................................
While you may not have guessed it from her quiet
demeanour in the office, she is as fun and exhuberant
as they come. She’s got a sense of adventure that
informs her love of travel to no end and a sprightly
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// HOTWIRISMS 2012
TOTAL MARKS:
/25
THANK YOU NOTE TO OUR
CLIENTS & PARTNERS //
@ Hotwire we believe very much in providing Value, Innovation, Relevance
and Integrity to all our relationships. We call this the ViRi – Model. This model
has allowed the singular honour and privilege of serving some incredible
brands. To them today and tomorrow we say thank you ViRi-Much!
HOTWIRE IN MAPUTO
HOTWIRE IN DAR ES SALAAM
Jan 2012 saw the opening of Hotwire in Mozambique. HW in Moz
has been a collaborative effort with leading local shareholders from
marketing and media. This has been a great opportunity for us and
we are happy to report all is well in Moz! The vibrant culture and
welcoming citizens have allowed us to grow from strength to strength.
Jan 2013 saw the opening of our first East African Office in partnership
with local Tanzanians from the Advertising and Marketing space. We
have already got a healthy client list. Besides the great weather HW
could not have found a better entry into the region.
WWW.HOTWIREPRC.COM // 7
A PICTURE TELLS A
THOUSAND WORDS
1884
The first electromechanical
television was proposed
and patented by Paul Julius
Gottlieb Nipkow. Nipkow
never built a working model
of the electromechanical
television.
1988
The Sharp Corporation
develops the world’s first 14inch colour TFT LCD TV. The
LCD TV model was called the
Crystaltron.
2010
The world’s first 3D LED
HDTV released by Samsung
(Samsung 3D LED 7000).
Announced in February,
2010. LG announced the
release of their first 3D LED
HDTV, the LG LX9500 in
March, 2010.
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// HOTWIRISMS 2012
Bridget Buzwani (Mosojane)
Entitled “A life revealed”, this haunting picture of a
young Afghan girl first appeared on the cover of National
Geographic in 1985. Taken by photographer Steve
McCurry, this piece of art has re-defined the meaning
of the saying ‘a picture tells a thousand words’. With her
piercing eyes this young girl utters her story in silence
– a story of nightmares and fear, bitterness and anger,
struggle and pain. This image tells a story of a young girl
of 17 years. When you look at this picture, what words
does she whisper to you?
The same way that this picture of the young Afghan
refugee has told you a story, a brand can do the same.
Stanley Hainsworth, CCO of Tether and former Creative
Director of Nike, Lego and Starbucks defines a brand as
an entity that engenders an emotional connection with
its consumers. A brand needs to communicate and tell
a story to its consumers. Take for example the Starbucks
brand. When you see the brand, what do you associate it
with? What words pop into your minds? Coffee, Espresso,
whipped cream, sophistication; relaxed atmosphere with
free Wi-Fi, Peppermint flavoured syrup, and the list goes
on and on...
Starbucks has over the years sold a beautiful story to
millions of people throughout the world; the story of an
experience, the experience of being part of the Starbucks
community. It is about a social environment where people
not only come for great coffee but also connect to a certain
culture. It is not just about the logo or the design, it goes
beyond that. It encompasses the experience of walking
into a Starbucks outlet, smelling the different aromas of
coffee, and enjoying the ambiance.
So whenever one sees the Starbucks logo or hears the
word itself, that story is rehashed in their minds. It further
engraves the brand into the minds and hearts of people
just the same way as the hauntingly beautiful Afghan girl
forged her way into our memories.
WHEREBY
YOU ARE WINNING...
Oteng Majuta (Maputo)
Winning is everything. Nothing beats that feeling of
achievement and success – being ‘Baus’. Ask anyone
– I am sure we all wish we were as fast as Usain Bolt.
Winning is not always right down to the bottom line, that
is; how much you spent vs. how much you made. It’s about
the connection you make with your target audience and
how they perceive the brand.
Mozambique Fashion Week (MFW), held annually,
celebrated its 8th anniversary in 2012. In continuing to
keep it fresh, they tried something different. One of the
shows was held at the Maputo International Airport on the
runway. There are many versions going around of what
happened at that show. One version is that a plane was
landed during the show as part of the showcase, when
in actual fact a plane taxied round the people and was
positioned as the main backdrop for the show. Because
of the ‘out of the box’ thinking, there was suddenly that
talkability - another story to tell about the MFW. It was no
longer only about the fashion, but the actual show itself
and the positive effects it had on the MFW brand and the
local airliner Linhas Aéreas de Moçambique (LAM). This
is just one example.
but showing it too. Sometimes it’s a simple matter of
pioneering a trend like Toyota Mozambique being the first
brand to mount an actual car onto a billboard in Maputo.
This created hype when the billboard was actually being
mounted, and when people in Mozambique see it, they
still talk about it. Now how can that not be winning?
Remember that David Tlale fashion show he did on the
Nelson Mandela Bridge as part of the Johannesburg
Fashion Week? His designs were described as bold or
daring and that was well communicated by a show on
the Nelson Mandela Bridge. Or maybe you are more
familiar with Red Bull, which gave wings to daredevil Felix
Baumgartner, when he jumped from the edge of space.
Brands are not always required to change the product/
service offering, but keeping with the times does help.
It is about how you communicate your offering to the
consumers - keeping it relevant and top of mind for them.
People should never imagine a life without your brand or
with a competitor, because that is not winning.
All these examples have one thing in common; the
brands had the desire to win. Brands need to stand out
by daring to be different. Not only saying we are different,
So take a moment, think about it – how are you as an
individual, and the brand you represent, going to win?
WWW.HOTWIREPRC.COM // 9
QUALITIES OF
A TOP BRAND
SOURCE: http://www.brandingstrategyinsider.com/2011/03ten-qualities-of-world-class-brands,html
WELL-KNOWN
without awareness, nothing else
counts; a brand can’t be in people’s
purchase consideration sets unless
they are aware of the brand
RELEVANT
the brand must be perceived to be
relevant to people’s hopes, needs
and desires
DIFFERENTIATED
to stand out among competitive
alternatives, the brand must be
unique in ways that matter to
customers
CUSTOMER CENTRIC
only when the brand knows
its customers and their needs
well, can it deliver exceptional
purchase and usage experiences
INNOVATIVE
while a brand can succeed for a
while without being innovative,
ultimately, given today’s hypercompetitive environment, brands
must anticipate customer needs and
surprise and delight their customers
with a constant stream of relevant
innovations
LIKEABLE
brands can and do create
emotional connections with their
customers; to do so, they should
share values with their customers,
possess admirable qualities, and
be likeable and easy to work with
ACCESSIBLE
to convert brand preference into
brand purchase, brands must be
easy to find and purchase; they
must be accessible and convenient
POPULAR
while brands can be overexposed
and certain exclusive brands thrive
on their exclusivity, in general,
strong brands are perceived to be
TRUSTWORTHY
very popular, much sought after and
this implies being honest and
possessing positive momentum;
authentic, consistent and predictable, strong brands receive significant
reliable and dependable, and always “buzz”
delivering on its promises
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VALUABLE
when all of a brand’s functional,
emotional, experiential and selfexpressive customer benefits are
weighed against the cost (money and
time) of acquiring and using the brand,
its value must be perceived to be good,
excellent or superior
THE ULTIMATE
BRAND EXPERIENCE:
BREWING UP SUCCESS
Taazima Kala (Gaborone)
The Starbucks frequenter is a fast moving, on the go,
eclectic type that makes long winded coffee orders of
half caffs, non-fat, room for foam and extra shot lattes;
or at least, that’s the stereotyped perception. There’s a
particular image one tends to associate with those who
frequent coffee chains such as Starbucks. Of course, that
stereotype is just that: a stereotype.
Curiously, this image associated with the brand does
not stop a myriad of people wanting to be part of not just
any coffee culture, but the Starbucks coffee culture in
particular. So what is it that draws people towards the
coffee chain? One key pull is the fact that Starbucks, much
like Nike, Google, Apple, and Disney, have strategically
built their following by offering more than just a brand
and a product.
Being a Starbucks regular, then, isn’t simply about
enjoying the coffee. In fact, many people will tell you that
they don’t particularly care for the coffee giant’s drinks
above all others. Instead, they are purchasing the brand
experience, for the chain is well known for its trendy,
eclectic feel and experience.
value, turning a routine visit for coffee into, for example,
a product photo op. It’s memorable and it grabs attention,
making for a pretty terrific brand engagement recipe.
When people purchase the product or hang out in
Starbucks, they are engaging the experience of the
brand and this is what they value; it is unique and
highly differentiated, perceived by its loyal patrons as
comfortable, visually warm, and exuding an aura of
sophistication and intellect. In fact, across the globe,
department and clothing stores such as Target and Esprit
are setting up Starbucks in their stores for an even more
enhanced shopping experience.
Supporting this, and the real power behind Starbucks’
successful marketing communications strategy, is
their relevant content, seamlessly integrated across
the different channels, whether it be Facebook, Twitter,
Instagram, their websites, or their uniform storefronts.
They engage with their customers and when you give them
specific account information that is important to you, they
use it accordingly so you get information on customized
drinks that you like, that are available in your country, and
that you want to hear more about.
Over the years, Starbucks has added to this with its ‘siren’
logo becoming synonymous with the brand experience,
a focus on Fairtrade coffees, seasonal flavours, the
infamous Christmas red cups and little touches such as
the cinnamon latte art. But does this increase their sales?
That’s hard to tell, but it does help build Starbucks’ brand
The Starbucks brand sees an inherent focus on customer
centricity and brand experience. You feel like you belong
alongside those fast-moving, on the go, eclectic types; if
nothing else, you want to belong.
WWW.HOTWIREPRC.COM // 11
YOU DOWN
WITH OPB?
Monsieur Polk (Pilikwe)
At the start of the 90’s when American hip hop was
going through the period now referred to as ‘old skool’
the group Naughty By Nature reached number 6 on
the U.S. Billboard Hot 100 charts with their song O.P.P.
The Group’s lead rapper, Treach, claimed the song was
inspired by a neighbourhood drug dealer who used to
move into another dealer’s turf and say he was down with
OPM or ‘Other People’s Money’. Naughty By Nature put a
twist to the drug dealer’s acronym and composed a song
called OPP that was blatantly asking if you were ready to
cheat on your significant other.
In the song, Naughty by Nature never really overtly say
what the meaning of the last P in OPP actually is. However,
there are heavy hints like “it’s another way to call a cat a
kitty”, which leave you without any doubt about what the P
in Other People’s P stands for. We will borrow that last P
and replace it with a B to find out if you are down to cheat
on your Brand.
Branding by definition is a way to differentiate one
product or service from another through a name, a colour
or a symbol amongst various other methods. This then
becomes the way one identifies that product or service.
Now that the Brand has been identified, how and why
people form relationships with their preferred Brands is
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personal. The qualities of the Brand do have something
to do with the relationship, yes. Frankly no one wants a
poor substitute to say Coke, it is the real thing, ice cold or
nothing else.
But competition between Brands in the market place is all
about getting your attention, this is why Brands advertise.
It’s why Brands try to appeal to you in more meaningful
ways, for instance sponsoring music concerts featuring
artists you enjoy, or supporting causes you believe in. This
develops your interaction with your chosen Brands into a
full on relationship based on trust. You trust that this Brand
would not disappoint you in terms of what you have come
to expect from the relationship. The more you interact with
that Brand the more you develop the relationship, this can
mean buying a product or subscribing to a service.
But lo and behold, a similar Brand to the one you currently
have a relationship with catches your attention… it makes
you just for one second consider what the other Brand
offers. One thing leads to another, perhaps a friend
recommends trying the new Brand, and you do… just
this once. Well now you have opened the door to new
possibilities with the new Brand… all it took to get your
attention initially was maybe a more enticing colour, or
a longer lasting taste. Either way you are now probably
comparing the two Brands and weighing the possibilities…
would life be better with the new Brand…? Maybe a
combination of both might be a better fit?
Either way even though there isn’t a law against two
timing your Brands, you would officially be down with
OPB – Other Peoples’ Brands. Whether life is better or
you are now conflicted about your main Brand is still a
personal consideration… however as you are enjoying new
love with the new Brand think back to why your chosen
Brand worked for you? Was it the consistency of the Brand
offering, or the perception of the Brand within your social
circle, even if the Brand was adequately addressing your
needs over time?
Part of your decision to go down the path of OPB also lays
with the Brand itself… Cost cutting measures could have
caused the packaging to be changed, or restructuring
caused the service offering to become more technological
and less personal. Any number of reasons may cause
a Brand to go through some changes over time. The
challenge for the Brand would be to stay relevant to you
despite any changes which you and your favourite Brand
experience.
KEEPING IT RELEVANT:
EMBRACING THE TREND AND OWNING IT
Oteng Majuta (Maputo)
The ever evolving world of technology is taking over,
and more and more professions are following suit so as
to not get left behind in the ‘dark ages’. And the Public
Relations profession is no different; we are keeping up
with the times, getting as techno-savvy as our profession
requires us to be lest we go down like the dinosaurs did.
New and innovative ideas of connecting our clients to their
publics should be, and are, the order of the day, if we are
to remain relevant. I remember my boss once saying to me
“this is Friday afternoon work – we need Tuesday morning
work,” when commenting on a proposal which in hindsight
was a bit half baked.
Our job as PR professionals involves driving ‘talkability’
in the market with sharable content. Making sure the
relevant people, the ‘who’s who’ in the social circles are
talking and hearing about the brands we represent. So
much so that when they give examples, our clients’ brands
are right at the tip of their tongues, because they are just
that hot! Sometimes innovation is not about reinventing
the wheel but looking at what you have or always had in
a different light. Newsjacking is the new, (but not so new)
tactic which has proven to be a very effective way to drive
‘talkability’ and ‘shareability’. It goes a long way in building
that brand recognition and relevant positioning for brands.
Nando’s – a South African fast food franchise are
renowned for their ability to newsjack. Through various
campaigns they have managed to take trending topics
either in the news or on social networks, and turn them
into discussions about their brand. Recently judgement
was passed on a court case about a prominent South
African music artist who was found guilty for the murder of
four school children after he drove under the influence of
alcohol and ran over them on their way home from school.
It was a tragedy that gained much attention, both in the
news in South Africa and on social networking sites like
Twitter. During the social media barter, the spokesperson
for ‘The Hawks’ - a South African special crimes unit,
Colonel McIntosh Polela (@toshpolela) tweeted “I trust
that ‘Jub Jub’ Maarohanye’s supporters gave him a jar of
Vaseline to take to prison”. Maybe not the best thing to be
said by an official, but it opened the door for what followed.
Nando’s jumped at this opportunity to be part of the
conversation and took out a poster advert. It read “You
shouldn’t tweet when you are hungry McIntosh. Next
time you are thinking of tweeting, do yourself (and your
followers) a favour and come to Nando’s instead. Unlike
your jokes, our flame-grilled Peri-Peri chicken is always
tasteful.” Polela later apologised for his tweet. This
resulted in more discussion on Nando’s brave campaigns
in the media and social networks. Polela also tweeted
saying Nando’s owed him money for helping them sell
chicken. He just doesn’t learn.
It’s all about keeping an ear to the ground to make sure
you are with the times, and being quick enough to spin it
to make it about you. Commenting on the recent Red Bull
Space Jump, Ilse Grab, a business unit head at a media
agency said “The marketing impact is not just about being
on the news, printed in the newspapers and spoken about
– it is about ruling the airwaves with funny, serious and
viral memes.”
WWW.HOTWIREPRC.COM // 13
Carol Kgafela (Mmathubudukwane)
How often have you heard someone say PR when in
actual fact they were talking about Media Relations?
It happens all the time, the two terms are used
interchangeably so much so that most people don’t
actually know the difference.
PUBLIC
RELATIONS
Besides the obvious misappreciation of the discipline of
Public Relations we fear many miss the opportunities
that a good Public Relations Practitioner can give
to an organisation. By definition, Public Relations
refers to the relationships that one fosters, builds
and maintains. These relationships include suppliers,
vendors, general public, shareholders, communities,
employees, customers and the media. Media Relations
on the other hand refers to interacting and building
relationships with just the media. Where media
relations is focused solely on fostering and managing
relations with one particular group of the public, PR
looks at relationships broadly. It looks at and considers
how all those relationships affect the business.
I was one of those ‘misinformed’ people, but on my
first day at Hotwire, whilst going through my ViRi –
fication induction, ‘the man’ broke it down for me. He
said, “Picture this; you are a young woman (new brand)
who is single and searching. There is a particular guy
(key public) you have in mind that you feel you just
gotta have. Instead of being in his face all the time
(advertising) you go about it subtly. You place yourself
in his space, start hanging at places that he hangs,
move in the same circles (strategy). After a while he
is bound to notice and wonder about ‘that girl’ that he
always sees but does not know. He will ask around and
enquire about you, (seeking 3rd party endorsements)
and eventually come to you and make the first move
(success!). That, ladies and gents, is PR.”
Explained another way, Public Relations is more than
just what people see and read about you in the media. It
is about how you capitalize on opportunities and make
people take note of, ask and talk about you. It is about
being in the right places at the right time; moving in the
right circles and hanging with the right people. Do that
subtly and well enough and you will have people talking
about you without even lifting a finger. Like Errol Flynn
says, it isn’t what they say about you, it’s what they
whisper.
14
// HOTWIRISMS 2012
MEDIA
RELATIONS
TAKING A BRAND TO GREATER HEIGHTS
TAKING A COUNTRY TO GREATER HEIGHTS
Amani Nkurlu (Dar es Salaam)
There is no doubt that Africa’s tallest mountain, Mt.
Kilimanjaro, is the pride of the Tanzanian nation.
Climbing to the highest peak (or Uhuru, the Swahili word
for freedom or independence) offers you the ultimate
feeling of overwhelming success and achievement. While
on the roof top of Africa you are granted the opportunity
to sit down and reflect upon the amount of energy,
perseverance and determination you invested in reaching
the summit.
Tanzania gained Uhuru in 1961 and was thereafter
governed under socialism for the next 20 plus years. The
country laid a firm foundation of unity, peace, respect
and language: a foundation which cannot, to this date, be
shaken despite the challenges in the economy, including
infrastructure and education compared to the rest of the
region. The new system of globalization has opened up a
myriad of opportunities for the country.
Today, Kilimanjaro Premium Lager is Tanzania’s iconic
lager. It is a brand born out of these new opportunities,
which reflects the very essence of the nation. It has
given Tanzania a new sense of pride and optimism,
championing a new generation of strong, ambitious
Tanzanians, making a name for themselves across the
world. Kilimanjaro Premium Lager, simply put, embodies
Tanzanian National pride.
In arguably the most successful Tanzanian campaign todate, Kilimanjaro Premium Lager organised a team of 70
local and well-known athletes who, over 9 days, ran more
than 450km, each carrying the Tanzanian national flag.
The flag was passed on from Dar es Salaam through four
other regions until it reached the 5,895 meter summit
of Mt. Kilimanjaro. Throughout, a bus was organized for
press to accompany the athletes from Dar es Salaam until
the start of the climb in order to keep everybody abreast
of what was happening day-by-day. On a daily basis,
Tanzanian’s were informed of the spectacles through daily
reports in the National media, and when the resulting
Television Commercial (T.V.C.) was released few weeks
later on Independence Day, the wave of media coverage
started again.
When Tanzania marked 50 years of independence in
2011, Kilimanjaro was the only brand to celebrate this
momentous achievement, officially recognized by the
press for its patriotic initiative. The brand engaged in a
massive cross country campaign, asking people what they
felt about the half-century milestone and their country. It
was an undeniable novel exercise.
The sort needed to build individual brands to stand tall
and proud like Mt Kilimanjaro itself.
Kilimanjaro Premium Lager is not only taking its brand
to greater heights but the country along with it. Tujivunie
kilicho chetu – Let’s be proud of what is ours!
WWW.HOTWIREPRC.COM // 15
1988
45-year-old communications
researcher Friedhelm
Hillebrand defined the length
of a standard text message.
He typed random sentences
on his typewriter and almost
all of them were under 160
characters long. From a
technical standpoint, the
first implementations of SMS
could not fit more than 128
characters, but room for 32
more was squeezed through
optimization.
1977
The first photo to be
publicly-shared using a
cell phone was taken on
June 11, by Philippe Kahn.
He shared photos from the
maternity ward where his
daughter Sophie was born.
Philippe Kahn is credited for
developing the first camera
phone.
16
// HOTWIRISMS 2012
FONG KONG:
THE ULTIMATE STAN
Monsieur Polk (Pilikwe)
Biters, Haters and Fakers are not only the three masked
fears of every hip hop hopeful, as even brands attract the
attention of these three characters. Great brands attract
wide attention; however, within that attention there
will always be detractors, for valid and invalid reasons.
Imitation is one form of recognition, and though bad
for the original brand, it is one of the most wide spread
indicators of a brand’s mass appeal.
Often a Stan can’t get their brand for any number of
reasons. This may be due to affordability, as is the case
for many luxury brands; or lack of availability like a new
Apple iPhone every time it enters the market. Even
geographic challenges can prove to be a bit of a bummer,
where the Kaizer Chiefs versus Orlando Pirates soccer
Derby is only ever played in Soweto, South Africa. What
is a Stan to do…?
We will explore how this form of recognition manifests and
how it affects potential consumers who love their chosen
brands. In the end we discover how this recognition had
developed into a veritable currency of its own. First, let’s
meet Stan, also known as a super fan. The term came
from a song, released in 2000 by Detroit rapper Eminem,
which talks about an obsessive fan of the artist. That
super love came to be known as ‘Stanning’.
Enter the knock off, the (often) cheap imitation; the Fong
Kong. Premium brands and musicians get this sort of
Stanning the most as evidenced by the mountains of
counterfeit goods destroyed annually by authorities.
Chiefs and Pirates soccer fans who can’t attend a match
live can always tune into their Philibao to catch the match,
but what is a young man with a longing for some Louis V
to do?
‘Stanning’ for a brand manifests in many ways. People
name their children after they favourite brands, some
people tattoo their favourite brands to their bodies,
while others will build a shrine to their favourite brand.
Engaging with your brand by simply experiencing it
through purchase (if it’s available for sale) or attending
a soccer match (if your brand were a football team), is
enough for most Stans.
The Fong Kong has come to the aid of many a Stan, who
just have to wrap themselves in the dream of luxury
before they can afford the real thing. Though the premium
brands do not get the revenue from Fong Kong sales,
they definitely get the love and aspiration, increasing the
brand’s following by multitudes. The down side? The love,
loyalty and pride generated by the knockoffs though tax
free, is unfortunately not bankable.
THE RIGHT SET
OF WINGS:
PRODUCT POSITIONING
Maipelo Moatshe (Molepolole)
During its product testing phase, it scored a D+ in a blind
taste. That, however, did not stop Red Bull from becoming
one of the world’s leading energy drinks. Today, Red Bull
is to energy drinks what Colgate is to toothpaste, a feat
that has been achieved through effective positioning.
To set a strong position, a very vocal communications
approach is needed.
products. Consumers now know that a lot of the price
premiums placed on products can be attributed to
packaging and/or brand name, and not so much on the
actual contents as we were previously made to believe.
This has led to Red Bull and other brands communicating
their products as not only a product, but an allencompassing experience.
Effective communication for brands like Red Bull has
become increasingly important, not only because they
come from single-product companies but because it’s
getting harder to break through the noise of imitation
With Red Bull’s target group not being defined by a
demographic, but more of a “state of mind”, they began
conceptualizing events that communicated the product’s
personality: innovative, intelligent, nonconformist, self-
confident and witty. Because the events range from sports
to music, from F1 driving to extreme sports, they can be
easily adapted to each region in which Red Bull is sold.
This enables the messaging to reach across the world.
Positioning a product successfully requires strong strategic
planning coupled with an effective communications plan.
How you say it, where you say it and when you say it are
just as important, if not more, than what you are saying.
Having mastered this recipe for success, the Red Bull
“wings” experience has traversed the globe to become an
all-reaching phenomenon.
WWW.HOTWIREPRC.COM // 17
A COSMETIC
EMPIRE
Shathi Phumaphi (Sebina)
Have you ever considered what lured you to a specific brand
and why you have remained a loyal consumer of that brand?
You find yourself years down the line still buying the SAME
product. For a second, forget the fact that your mother and
your grandmother have been buying it for decades; think a
little deeper about your own personal connection with the
brand. How much of this has to do with reputation?
Reputation is the status and character of a product earned
over a long period of time. It has to do with consistency,
quality, internal culture and consumer experience of the
product. Take L’Oreal for instance, a leading cosmetic brand.
Their marketing strategy centres around facts and truths
that they can verify with scientific proof, which in turns make
them believable. They don’t promise you the heavens, they
just give you the scientific facts and empower you to decide.
They are also careful with what they say, they do not push
anti-ageing creams and tell you they will eliminate wrinkles
but rather say they will reduce the visibility of wrinkles, see
the difference. It is this honesty that has contributed L’Oreal’s
growing reputation as an industry leader, and testifies to why
consumers continue to choose it over other brands.
Their continued investment in building a positive reputation,
while driving an internal culture to match, has given
them the strategic advantage that they need to outdo the
competition and come out as the favourite of the lot in a
seemingly effortless manner. L’Oreal’s continued strive for
excellence, innovation in beauty and valuing individual talent,
interlinked with their global expansion strategy makes them
unstoppable.
Consumers like you and I have inevitably extracted this from
the brand and, as a result, perceive L’Oreal accordingly, i.e.
the world’s largest cosmetic company. As such, we hold its
reputation in high regard. Reputation, this is key to brand
loyalty. Beg to differ?
18
// HOTWIRISMS 2012
TIFFANY & CO:
THE NEW WORD FOR ‘LOVE’?
Taazima Kala (Gaborone)
There’s undeniable, inexplicable, sensory power in
colour, and no brand has captured this better than the
luxurious Tiffany & Co. Since 1853, Tiffany & Co. has been
winning over the hearts of women (and their admirers)
with the unquestionable allure of the “little blue box” and
the timeless treasures that they hold.
Charles Lewis Tiffany founded the brand in 1837 with a
little concentration of heaven in New York’s downtown
Manhattan. He published the first mail order catalogue,
known as the “Blue Book” in 1845. From the very
beginning of their story, Tiffany & Co. maintained a
consistent message across all of its communication to
this day. Today, the luxury powerhouse has a network
of over 230 stores worldwide. Across the globe, every
touch point is centered on the brand’s bestselling story:
realising true love.
It isn’t just about the perfect tagline or the best copy.
Tiffany & Co. doesn’t use a single word to convey the
emotion and mystery behind their message, for they
believe that visually conveying emotion is much stronger
than using words to describe it. It’s a philosophy that may
be tricky to pull off and yet which, when done just right, is
able to turn buying piece of jewellery into wandering the
fields of paradise. It’s about a feeling. An experience.
WWW.HOTWIREPRC.COM // 19
ALWAYS
& FOREVER
source: www.coca-cola.co.uk
Coca Cola’s history has got a lot of bottle more than 115 years’ worth, in fact. The world’s
favourite soft drink started life as a soda fountain
beverage, selling for five cents a glass, but it
was only when a strong bottling system was
developed that Coca Cola became the worldfamous brand it is today.
1899
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20
// HOTWIRISMS 2012
1916 - Birth of the contour bottle
1960 – Trademark no.1
Bottlers worried that a straight-sided bottle wasn’t
distinctive enough. The Root Glass Company designed the
famous contour shape, which won enthusiastic approval
from Coca Cola in 1915 and was introduced in 1916.
The contour bottle with the word ‘Coca Cola’ written on
it received its first trademark from the US Patent and
Trademark Office.
1950
1916
1957
1961
The Coca Cola contour bottle
was the first commercial
product to appear on the
cover of TIME magazine,
establishing Coca Cola as
a truly international brand.
Also this year, the first
television advert featuring
Coca Cola’s contour bottle
appeared during CBS’ The
Edgar Bergen-Charlie
McCarthy Show.
2005
Coca Cola joined forces
with design firms from five
continents to launch a new
aluminium contour bottle
called the ‘M5’ (Magnificent
5).
2009
1977 – Trademark no.2
2011 – Going green globally
The Coca Cola contour bottle was granted a second
trademark for the contour shape itself, with no words
written on it.
PlantBottle packaging is available in nine countries with
launches planned for many additional markets in 2011
and beyond.
Coca Cola launched the
innovative PlantBottle in the
US, a completely recyclable
PET container made with
30% plant materials.
WWW.HOTWIREPRC.COM // 21
CREAM
OF THE CROP
There are 100 million active
Twitter users and 500 million
registered profiles. 40 per
cent of Twitter users don’t
actually tweet; instead, they
read news, click links, and
follow accounts.
2003
In 2003, Harvard student
Mark Zuckerberg created
Facemash, where he placed
photos of undergraduates
side by side so viewers could
rank which one was “hotter”.
Zuckerberg would later turn
Facemash unto the now
ubiquitous Facebook.
Carol Kgafela (Mmathubudukwane)
Being number 1 is everything, be it business or personal.
Emerging brands enter the market with the top spot in
mind. Aspirations to be number 1 is what drives the hard
work that brands put in to try to get that number 1 spot. But
because consumers have high standards and preferences
in terms of what they consume, not every brand succeeds.
Only a few world class brands have successfully positioned
themselves as the top of the crop in various industries.
Such that when you think of a product line you think of
a certain brand. By definition Brand Positioning refers to
the ability of a product to occupy a distinctive top place
and value in the minds of consumers.
In every industry there are leaders and followers. Industry
leaders aren’t always those that have been in the industry
the longest. It just means that they have managed to
come in and set themselves apart from their competition,
strategically placing themselves ahead of other brands,
including those that have been around for much longer. A
strong brand will have a corporate look that communicates
effectively with its target market. Along with it a strong
strategy which explains the brands details, its uniqueness
and similarity with its competitive brand’s, as well as the
22
// HOTWIRISMS 2012
reasons why you should be buying and using that specific
brand.
Kay Tees Takeaway in Mahalapye has an incredibly strong
brand image and is likely the first thought for any traveller
passing through the town looking for a quick bite. It is well
known for its koko ya Setswana, magwinya le diChips!
Kay Tees is not a franchise nor is it a multi-million Pula
restaurant, yet it is more popular than any other fast food
joint in the small town.
The holy grail of brands has always been the elusive
category of brand leader. In fact, brands whose images
are even stronger than Kay Tees, such as Colgate, are
so embedded in their consumers’ minds that the brand
name has replaced the product name. The Colgate brand
has dominated the toothpaste industry for a long time;
so much so that all people know and ask for is Colgate.
Colgate is toothpaste and toothpaste IS Colgate. It is a
testament to how well positioned the brand is and, surely,
evidence of the brand’s success as cream of the proverbial
crop.
YOU ARE
YOUR OWN
BRAND
REP
Carol Kgafela (Mmathubudukwane)
In this fast paced and harsh business environment, first
impressions really do last. Just as with the reputation of
a company or a brand, you as an individual have limited
opportunities to make a first impression.
and appearance has the potential to either make or
break your brand, and there are two key areas which you
need to consider when building your personal brand: the
packaging and the contents.
Leading brands invest a great deal of energy and resources
into building a reputable brand. Likewise, it is necessary
as an individual to make a similar investment. In order to
succeed at what you do, you need to consider yourself as a
brand. Your personal brand reflects who you are and what
you want to be known for. It isn’t always about how much
money you spend, but rather the impact of what you’ve
said, how you’ve said it, where you’ve said it and whom
you’ve said it to. It is about your story. A single utterance
If the packaging is not attractive or up to market standards,
then people will not give the product a second glance. It is
pure human nature that we judge the proverbial book by
its cover. What is it they say about dressing for the job you
want and not the job you have? You need to be prepared
and ensure your packaging fits the bill.
Of course, the packaging is only enough to get your foot
in the door. Once the door of opportunity is opened, you
need to own the room and make sure that you are there to
stay. A nicely packaged product will catch the consumer’s
eye, but it won’t keep them hooked; you need to be able to
deliver, make your case and justify why you have the best
product. It isn’t even just about what you have to offer, but
about demonstrating that certain je ne sais quoi that sets
you apart from the rest.
Armed with the right packaging and the perfect product,
your brand is well on its way to making a mark in that
big, bad world of business. All you need to do is make the
effort to invest in your own brand, just as an organisation
invests in theirs.
WWW.HOTWIREPRC.COM // 23
GABORONE
MAPUTO
DAR ES SALAAM
GABORONE
MAPUTO
DAR ES SALAAM
Plot 144, Unit 2,
Mountain View Office Park, Kgale,
Gaborone, Botswana
Av. Fernão Magalhães,
Nr.34, 3o andar, 3050
Maputo, Mozambique
Plot 1491, Mwaya Road,
Msasani, Peninsula
Dar Es Salaam, Tanzania
www.hotwireprc.com
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