In the midst of unveiling our new website,blog and twitter accounts we realised our offices didn’t reflect our vibrant outlook.
So we quickly got to work on our office revamp. After two weeks of breaking down walls, ripping out carpets and finding our inner industrial cool…we proudly unveiled our new offices this Friday. In true OIL spirit we invited all our Lowe Bull Group mates to enjoy a celebratory drink with us.Read more
If you don’t know whether you’re coming or going, are in a picturesque city amongst an eclectic mix of people and feel you’re defined by your city; You’re definitely a ‘20-something’ Capetonian! It’s not every day in South Africa that you wake to a city where the Xhosa, Afrikaans, Malay, Muslim and English cultures live in harmonious parallel worlds. There is such a variety of cultures yet these cultures hardly ever mix but they live side-by-side with each other. This could be the reason why most South Africans perceive Cape Town to be very “cliquey” and “anti social”.
The prerequisite to being a true Capetonian is a chilled and somewhat relaxed outlook. There are a different set of priorities here, less emphasis placed on material possessions and more emphasis is placed on the quality of life you lead. So, yes the Capetonian “20 something” is ambitious but they see the rise to corner office as a scenic drive up the corporate ladder rather than a frantic rat race to the top.
The Mother City has cultivated a laidback vibe which gives it a rather tranquil quality. These chilled vibes are both a gift and curse to the average twenty- something Capetonian; it has the potential to bring about a paralyzing self doubt where you feel you’re being left behind by your peers elsewhere in the world. Capetonians hold a perception that everything happens faster and more aggressively in other cities! This can drive our twenty-something’s to question whether their decision to reside in the Mother City reflects a lack of ambition on their behalf as most of their peers are moving at Concorde speed to achieve their goals. Thank goodness there’s a vibrant social scene to rescue one from these internal demons and the turbulent twenties!
The Cape Town 20-something’s weekend starts on Thursday night. Thursday night is ‘the’ night on the party circuit known as klein Vrydag or Phuza Thursday, whereas the rest of the weekend is far less hectic. Cape Town is a melting pot of diversity and unfortunately segregation is key element of the social scene. The social lines are divided by income and race; you stick to your own kind. It’s not common to find the various classes and races at one hot spot outside of the varsity circuit.
One thing is for sure, 20 something Capetonians can have fun on a budget, and they don’t always need to be within four walls to have a good time. Fortunately they have not been molded into mall rats and outdoor activity is part of the social scene. Concerts at Kirstenbosch, Taking the train to Kalk Bay, playing volleyball on Camps Bay, Chisanyama at Mzoli’s and wine tasting in Stellenbosch allows them to feel more connected to their city and with their close friends
Based on our observations we have identified 5 very generalised yet prominent typologies of 20 something Capetonians;
Prominent typologies: (There are exceptions and segments do tend to overlap)
They are twenty-something socialites, who are often described as ‘self absorbed flossers’. They always look good from head to toe. Posers are young professionals aiming for the top of their career. They hang out at trendy coffee shops (Vida Kloof), sushi bars and the gym; decked out head to toe in expensive clothing, because that completes the social experience which includes running on the promenade. Over the weekends you find them out at the trendiest nightclubs in Cape Town that have the stamp of snob approval like Chevelle, Tiger Tiger, Asoka, Club 91 and Caprice. Their goal in life is to be seen in the right places, looking uber trendy on the dancefloor. Often they are they are not as rich as the image they project. How do you spot them? Think Vogue, Elle and Vanity Fair! The look up to rich internationals like Brad Pitt, David Beckham,The Kardashians and Scarlett Johnson.
The Hipsters are the new generation of Indie. They are the creative skinny (it’s impossible to be Indie and fat- even the guys are manorexic) people you find walking down Kloof street with take away coffee in hand looking like vintage stores. Even though they spend lots of money on exclusive clothes, they look aim to look effortless as though they’ve been wearing the same clothes for days. Everything about the “kokkerot kind” is low key. They thrive on unheard of brands and reject anything mainstream and popular. You will find them at low key underground live gigs listening to unknown garage rock/indie pop bands at places like The assembly, The Shack Mercury and Evol. They don’t necessarily look up to anyone as this would be too mainstream.
The Free spirits
The free spirits are the hippies, Rustas and afro chic/afropolitans of Cape Town. Non conformist to society and not restrained by convention or obligation, they genuinely care about the environment. Creativity is what defines them; everything about them embodies self expression and living life to the fullest. They are often freelancing young entrepreneurs venturing on their own gig, starting their own fashion label, writing music/poetry and working in the creative industry. Free spirits look up to people they personally admire, often these are the opinion leaders in their chosen field of creativity. They are generally very passive people so you will find them in places that allow them to chill, listen to good live music and any networking space for African creative’s to recite stories and showcase performance art. Places in Long Street like Zula, Raggazi, Urban peacock or watching live bands at Arm Chair and Roots in Observatory.
They live in 21st century suburbia and live their lives guided by tradition and religious values. Some might argue that these 20-something’s are not truly enjoying their 20’s and lead a very average life in fast forward. They often feel pressured to be married and have children by the age of 30, although having a career is important to them they will not compromise their morals and values for this.
They are not as active on the social scenes as these are often dens of iniquity and often socialize in the suburbs at low key events like braais and restaurants. They look up to role models in their community.
Urban Base Peeps
They are aspirational big dreamers and follow anything hip and happening. They generally conform to pop culture and perceive themselves to be seriously cool and trendy. The Urban base peeps are obsessed with labels and brands as this is a reflection of their coolness, brands with street cred like (Head Honcho, converse, Baby Phat and Phat farm). They are most likely to be from the ghetto or suburbs and look up to people they can relate to (rags to riches stories) like Jay Z, Kimora Lee Simmons, Big Nuz, Beyonce, DJ Euphonik and DJ Kent. They want serious street cred and listen to Hip hop/RnB/house so you will find them breaking it down over the weekends at The Galaxy, The Barn, Mzoli, Amadodas, Chrome and Marvel where the base is high and the tunes are pumping.
*As with anything in this lifetime: there are exceptions!Read more
The three prominent typologies:
They aim for the stars and touch the sky MTV style! They act local but think global in their aspiration to have a fancy car and a corner office. Being seen at the right places with the right people is imperative because networking is the key to opening doors of opportunities. They look up to inspiring people like Oprah, Jay Z and Barack Obama.
Yes, this is the most materialistic group in Jozi! They need their badges, brands and titles to speak volumes on their behalf. MTV, Elle, Vogue, Louise Vuitton, Prada, Gucci…now you’re speaking to these movers and shakers! Their goal in life is to be seen with the right people at the right
places, so a typical Friday night they like wind down a rough work week by spending “quiet” quality time with friends and family while on Saturdays nights you would find them rubbing shoulders and networking with the right people at Cubanna, Zouke, The Bank, Moloko and Movida.
They make up the creative bunch in Joburg who love the meet up with people who share similar interests. Your chosen art (photography, music genre, poetry, painting, sculpting, dancing etc) will dictate your social circle. They are out to prove they are liberal thinker and far more in touch with ‘themselves’ than their peers. You shall not confirm to the standards of the Glamazon…your social nemesis. Big Blue, The Space, Sowearto, vintage stores, up and coming designers and the flea market is your scene!
You chill and party in the older, albeit less pretentious Joburg districts: JHB CBD, Newtown and Parktown and listen to music that has more depth than the latest commercial artist. They are most likely to be seen out on Thursday nights (when the rest of the commercial crowd are at home) watching live performances or chilling to music like Rnb soul, old skool, hip hop/Rnb and rock. They are a purist, no cross-over genre music for them.
They love the township, eat, sleep and breathe it! They live there, and party there. This segment hates the negative stereotypes people have of the township-but they are out to prove and portray that there is a progressive class of people from the township. If it’s branded; it’s yours baby! They probably gravitate towards similar stores and items of clothing with the Glamazons. The only difference is they are not ashamed of their township roots. Discreet branding probably doesn’t appeal to the ghetto fab and because they love to be branded from head to toe with anything that follows the latest “generic” fashion trend.
The ghetto fab bunch have dreams and aspirations and will look up to people they can relate to like Uyanda Mbuli (fashion icon and founder of Diamond Face couture), Bonang Matheb (tv presenter on Live, SABC1), Euphonik and DJ Fresh. They love to party and follow the music of local South African DJ’s, Afro House and South African hip hop. They take full advantage of their weekends and spend most of it at Car washes, So Chill, The Backroom, News Café, Kalawa Jazmee Lounge, Capitol and in and around their local township.
*As with anything in this lifetime: there are exceptions!Read more
The 20-something ‘Jozinites’
Imagine being in your turbulent twenties in a city that never sleeps: Welcome to a 20-something year-old Jozinite’s world!
Elsewhere around the globe, you’re still considered relatively young in your twenties – not in Jozi. This is a fast-paced city where a thirty year-old is considered ‘old’ and expected to have ‘made it’. You are expected to give your best, work like a slave, live like a rockstar, and then magically turn 30 and be the picture of success. If you’re in Jozi, you rise to the challenge and relish the Adeline rush!
Most Jozi 20-somethings live with the very real fear of hitting the big 3-0 with nothing to show for it! And so the ‘Things to do before 30’ list was born…
The demands of this list differ but certain staples remain the same:
1. Hustle your way to material wealth
2. Drive your dream wheels
3. Be the top dog in the game (career and romance!)
4. Travel the world
5. Do something physically adventurous!
The decade is spent challenging oneself, going to extremes and achieving that elusive vision of success. Post 25, however, is where you’ll see the major differences between most Jozi 20-somethings emerge. They’ve just overcome the crippling mid-life crisis and are in a state of questioning the world around them. Are the goals they held dear still as important?
The goal posts have shifted: the quality of any experience now far outweighs the quantity. Socialising is less about getting drunk every weekend and meeting random people. It is more about meeting the right people and spending quality time with the people closest to them. The older 20-something person values their relationships more and will opt to spend time with close friends and family.
With the shift in goal posts, three* distinct typologies can be identified. Each typology encompasses a shared outlook on the definition of success and life goals. With each differing view of success comes a different expression of the ultimate dream. This, in turn, influences dress code, hang-out spots and interests.
At OIL, we have recently felt slightly out of touch with our urban 20-something consumer group. Many of our current urban youth studies tend to have a ‘tween’-late teens skew. There is very little interest paid to the 20-somethings, and even less interest is paid to the different dynamics that are experienced pre and post 25. In addition, no one has really explored the differences between 20-somethings in Jozi vs. Cape Town.
Consequently, the team decided to observe and ‘hang-out’ with twenty-somethings in Jozi and in the Mother City to get a real sense of where they are at! With this study, we aimed to understand and catch up with urban twenty-somethings: who are they, where their heads are at, and what inspires, motivates and hinders them…
-Nokulunga Ncube/ Nastassja Toll
It is the end, but hopefully also the beginning for South Africa. It seems like a zillion blows of the vuvuzela away ago that Tshabalala scored his goal against Mexico in the opening game. In twitter-land that equates to 331 tweets in 30 days from OILinsight, but more than double that of people tweeting using #OILWC2010 – not bad considering our initial ambition had been to do 2 a day.
#OILWC2010 was created as a platform to comment on the coolest, newest, baddest, quirkiest, most cringe worthy or fascinating branding & marketing happenings coming out of World Cup 2010. So in the world according to #OILWC2010 these are our winners and losers.
The ultimate winner has been Brand SA. We have undoubtedly played a stormer to host the most successful World Cup ever against the odds. Even though we were a little slow off the mark, we did it & now we are even going to keep that flag flying for another 30 days. We pulled the proverbial two fingers at the nay-sayers and even got uncle Sepp to give us a nine out of ten! In the words of Boris Johnson “South Africa feels a deep sense of pride that they have taken on something difficult and done it well”.
Next on the list is a brand that does not allow it self to be ignored or banned – the cacophonous vuvuzela.! Even though some tried to blend it http://www.youtube.com/watch?v=-KHFA6ZuFTE <http://www.youtube.com/watch?v=-KHFA6ZuFTE> , more than a million people downloaded the iphone vuvuzela app. Love it or hate it, the vuvuzela was not going to not going to be drowned out by anyone.
Even though Bafana Bafana made our hearts stop and they did not make it through to the second round, they managed to move from the fringe to the mainstream. In many ways Bafana has always been the poor cousin to the Springboks & Proteas, this World Cup has changed that. South Africans have got behind the national team & the game in a way that surprised even us. People who had never sat though a whole game in their lives have become fanatical & followed the beautiful game with a fervor that would likely startle even the most hardcore Brazilian fans. Invitus is a fake, this is the true South African victory.
The unofficial sponsors understood that it is not just about making a noise, but you need to have an idea , be relevant & engage. Even though they bet on the wrong players, Nike did it with “Write the Future”. Puma loved football, wrote in the sky & did amazing displays outside the stadium. Nando’s and Woolies got in on the action quick with a raft of witty tactical communication. And who will ever forget the leggy blondes dressed in orange from Bavaria that got the whole world talking?
Coca Cola understood that the way to create a lasting impression was to create music so compelling that it would become the unofficial soundtrack “ooh ooh ooh oh oh, ooh ooh ooh oh oh …now wave your flag, when I get older…”
We can’t take anything away from the guys at MTN for Ayoba. Not only does every visitor to the country know what Ayoba means, the Ayoba-man even made it onto the field in the closing ceremony.
The last winner has to be the mollusk that is now a brand, Paul the Octopus, who was really the only one in the World Cup able to “write the future”.
The list of official sponsors that thought noise equaled cut-through and were consequently upstaged are numerous: Addidas paled in comparison to Nike & Puma. Where was McDonalds on the fan walk? We saw Telkom before the World Cup, but where were they during the it? As for Budweiser – where they even here beyond the stadiums? FNB missed the opportunity to grab our hearts and minds.
As for poor Zakumi, he was totally upstaged by the vuvuzela as the world cup mascot.
Lastly the marketing disaster of the world cup should probably go to King Shaka airport in Durban for the semi-final. Their best effort at compensation for missing a once in a lifetime game was R400. OUCH!
Velma. Head of OIL CT
The Cannes Lions have been awarded & some are elated & others disappointed… OIL had a look at the TV category to see whether there are any patterns amongst the winners in the grand prix & gold categories & this is what we found:
1. Humour rather than pulling at the heart strings
- No emotionally laden work this year, with the only exception being the beautifully executed Topsy Foundation – Selinah piece & WWF – Monkey
- Although not a new observation, humour is still integral to making great ads
- Who were the jokers? Old Spice – The man your man could smell like (given that the humour is quite sophisticated), Axe Shower Gel – Cleans your balls, Canal + – Closet, Fruit by the foot – Replacement, New Cinema Film Festival – Crying
2. The return of real
- Consumers are super cynical & one way of creating believability is through authentic situations
- These real situations refer to actual activations / experiments i.e. Tropicana Orange Juice – Arctic Sun & Gatorade – Replay where an idea lives beyond TV only
3. Slice of life vs. epic
- It doesn’t have to be a massive multimillion dollar production
- The exception here is Canal + – Closet (but this big production linked into the nature of the product category that was being advertised, so it can be argued that it remains authentic)
- This also correlates with the a fore mentioned trend of being authentic & depicting real life situations – given that it is sometimes in a dramatized way i.e. New Cinema Film Festival – Crying
4. ‘Manmercials’ rule
- Who are we referring to? Old Spice, Axe, Victoria Bitter Beer, Johnnie Walker, Gatorade, Puma, 13th Street
5. Basic / general insight vs. profound new nuggets of wisdom
- The winners tap into category generic or universal insights & do this in an original way rather than trying to delve too deep into the psyche of the audiences, thereby creating messages that are just too complex
- A very good example of this is how Victoria Bitter Beer – Regulars built on their promise of being ‘the drinking beer’ & executing based on well known general ‘insights’ (some would even say stereotypes) in an interesting way
Mia, Senior Planner OIL Cape Town
Inspired by Die Antwoord & Jack Parow’s approach to life & dress sense, OIL hosted a party for the Lowe Bullers in the company’s parking lot.
Die invaait – thanks Romano & Chris.
And thanks to Taryn for the usage of her pics!
The booze table – packed with loads of brandy & coke
Boerewors rolls were on the menu to line the stomachs
In true zef style… our sound system to pump the toons we love – thanks Clive!
The best dressed accolade must definitely go to Chris for his awesome Jack Parow impersonation.
Have a look at some of the other outfits sported by OIL & Lowe Bull
Mia, Senior Planner OIL Cape TownRead more
Twitter round up: Week 5
The most anticipated event of South Africa’s history has come to an end. As we all go into post world cup depression, suffer from withdrawal symptoms and go back to our boring lives…we can all be really proud of ourselves and our amazing country for hosting one of the most successful World Cup tournaments. This is a story that will be told for many generations to come and how the pessimist and naysayers were made to eat a humble pie.
So let’s have a look at the world cup twitter highlights for the final week of the World Cup.
1. Funniest picture
The hand of the devil, Zapiro does it again! (Claudette)
2. Best fan photo
Germany should kick themselves (Tracy)
3. The most talked about internet sensation (Mashadi/Nastassja)
The Tentacled oracle has successfully predicted the outcome of several matches in the World Cup. He then turned against his homeland Germany and predicted that they will be beaten by Spain in the semi final. He also predicted that Spain will be the World cup champions. We still wonder how he escaped that sushi menu…
4. Best use social media ( For brand/product not related to football) (Nastassja)
Even Blentec didn’t miss an opportunity to be involved in the vuvuzela craze. The Internet’s beloved Blendtec blender goes to town on the South African soccer icon, the vuvuzela.
5. Best tactical campaigns (Natalie Rose)
We have also seen Wollies consistently pulling a series of tactical ads that are in line with the world cup.
6. Best pictures (Mashadi)
World cup closing ceremony
The tournament came to an end when Spain beat the Netherlands 1-0 at Soccer City Stadium in Johannesburg on Sunday evening. This was the ending and the beginning for South Africa. The moment when South Africa could look back and be very proud of hosting the best World Cup. South Africa’s preparations for the 2010 World Cup tournament have received great praise from Fifa president Sepp Blatter and gave South Africa nine out of 10 for the way things went during the 30-day soccer extravaganza.
Looking at these pictures, we deserve it!!Read more
I was recently asked to write something for our global network on “the impact of the world cup on underground culture in South Africa” the truth is, that like the cacophonous sound of the Vuvuzela – there has been nothing underground about this World Cup for South Africa.
The slogan for this world cup has been “feel it, it is here” and we have felt it! We have lived it, breathed it, danced it & trumpeted it out on our Vuvuzelas. From the day of the opening ceremony, where we were all woken up at 5am to the sound of Vuvuzela’s we have done little else but ‘feel it”.
For me there are three reasons why this World Cup has been so incredibly omnipresent and all consuming:
Firstly, we had a lot to prove. 16 years after the rainbow nation was founded, the shine was becoming a little lackluster. With leadership unable to step in to Mandela’s big shoes, a flailing economy, corruption, crime, the Malema effect & stories of racism rearing its head once again – South Africa was no longer the world’s darling. The World Cup has been our opportunity to prove that we do belong in the premier cup of nations. So we flew our flags, filled the stadiums & fanparks, embraced the football, welcomed the tourists, tweeted like madmen & even managed to get the sun to shine. When Bafana Bafana went out – the message was clear: victory is not in us winning the World Cup, but in hosting the most successful World Cup ever.
Secondly, we are great at doing the extraordinary (just not so good at the ordinary): If there is a big enough challenge we will rise to it. We are great at pulling off the seemingly impossible, when the odds are stacked against us - like a peaceful transition to democracy. We are a nation of stubborn, optimistic and ridiculously proud people who when a task is so big it is likely to scare off most nations, are able to put our differences aside, band together & rise to the occasion. For some reason when the task is more mundane, we allow our petty differences to get in the way.
Lastly, the underground sport has finally become mainstream: Whilst football is played by more South Africans than any other sport, it has always been a pour cousin to rugby and cricket. This World Cup has changed that. South Africans have got behind the national team & the game in a way that surprised even us. People who had never sat though a whole game in their lives have become fanatical & followed the beautiful game with a fervor that would likely startle even the most hardcore Brazilian fans. Invitus is a fake, this is the true South African victory.
At the beginning of this world cup, my cynical Irish journalist boyfriend said to me, “don’t think you can build the world cup on a Vuvuzela” but by gosh, I think we just did: albeit loud, brash & in your face.