Top stories
More news
ESG & Sustainability
Empowering digital futures: Netstar donates R500k to Redtank ICT Academy
Subscribe & Follow
Trending
#AfricaMonth
Advertise your job vacancies
Jobs
- Freelance Graphic Designer Tzaneen
- Motsepe Advertising Creative Revolution Germiston
- Social Media Intern (Cape Etc) Cape Town
- Marketing and Executive Administrator Johannesburg
- Junior Social Media Community Coordinator Cape Town
- Digital Marketing Paid Media Manager Cape Town
- Advertising Sales Executive - Travelinfo Johannesburg
- Integrated Producer Gauteng
- Brand Ambassador Musketeer (On Premise Sales & Brand Ambassador) CPT - Southern Suburbs
- Finished Artist - DTP Midrand
Competitor's ad boosts Mango's recall
Early dipstick analysis shows that recall of a competitor's ad, featuring Rastafarian-style elocution and word play on the Mango brand, favours Mango despite its obvious intention to do otherwise.
"It is a rarity that a competitor values its opponent to such an extent that it spends significant amounts of advertising budget on generating brand awareness for them," says Mango CEO Nico Bezuidenhout, "and while our competitor may claim to operate 80% of all flights to and from Lanseria, at least our 20% is on time.
"In a market where every airline tastes like chicken, it is important to taste like beef."
The airline does not intend to complain to the Advertising Standards Authority but is encouraging increased rotation of the advertisement. "The more airtime our competitor's ad enjoys, the better for us." While the airline may not return the favour and develop a campaign to benefit its competitors, Bezuidenhout says he admires his competitor's gesture.
