NANDO'S MEAL FOR SIX : "THE LAST DICTATOR STANDING" Outdoor Advert by Black River Fc

Type of entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Advertiser: NANDO'S SOUTH AFRICA
Product/Service: NANDO'S MEAL FOR SIX
Agency: BLACK RIVER FC Johannesburg, SOUTH AFRICA
Advertiser NANDO'S SOUTH AFRICA
Product NANDO'S MEAL FOR SIX
Entrant BLACK RIVER FC Johannesburg, SOUTH AFRICA
Type of Entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Title: THE LAST DICTATOR STANDING
Advertiser/Client: NANDO'S SOUTH AFRICA
Product/Service: NANDO'S MEAL FOR SIX
Entrant Company: BLACK RIVER FC Johannesburg, SOUTH AFRICA
DM/Advertising Agency: BLACK RIVER FC Johannesburg, SOUTH AFRICA
Media Agency: THE MEDIASHOP Johannesburg, SOUTH AFRICA

Executive Creative Director: Ahmed Tilly (Black River FC)
Creative Director: Suhana Gordhan (Black River FC)
Tv/Radio Producer: Iolanthe Grobler (Black River FC)
Copywriter: Avish Gordhan (Black River FC)
Copywriter: Lufuno Mavhungu (Black River FC)
Copywriter: Nhlanhla Ngcobo (Black River FC)
Art Director: Mandie Van Der Merwe (Black River FC)
Art Director: Monde Siphamla (Black River FC)
Account Manager: Charlotte Pettifer (Black River FC)
Strategic Planner: Gia Callinicos (Black River FC)
Director: Dean Blumberg (Bouffant)
Producer: Chanelle Critchfield (Bouffant)
Producer: Melinda Mcdonald (Bouffant)
Editor: Saki Bergh (Left Post Production)
Sound/Music Design: Alun Richards (Cut & Paste Generation)
Art Director (Sticktators): Meryke Naude (Black River FC)



Results


Within hours of flighting, the campaign was a trending topic on twitter and on the front page of YouTube. To date, there are over 2 million combined YouTube views. This result is relevant when understood in the context of the region – only 14% of South Africans have internet access.

The campaign sparked local debate and made headlines in major newspapers, news networks and blogs. With a miniscule media budget of USD $185,000, the total earned media exceeded USD $2,500,000. The advertised meals were the highest selling promotional meals for any festive season in the history of Nando’s.



Creative Execution


The creative idea for The Last Dictator Standing is “no one should have to eat alone”, not even a mad tyrant. So the TV ad features Mr Mugabe reminiscing about the good old days and frolicking around with his despotic mates. The fully integrated campaign began with press kits delivered to various bloggers and opinion leaders by Robert Mugabe lookalikes.

Next, a Twitter based competition asked the public which 5 people they’d invite to dinner, by hash-tagging “MealFor6”. The ad was embedded on the competition page. At the same time, it was aired on TV and posted on YouTube to gather momentum. When Mr Mugabe and his militant youth militia had the ad banned we replaced it with another titled “The Last Sticktator Standing”. We also supported the campaign with 3 radio ads that featured a desperate Mugabe inviting sworn enemies to share a meal with him.




Nando’s briefed us on a Festive Season Campaign that would promote their meals to share and beat last year’s sales whilst creating talkability around the brand. The Nando’s target-market is largely South African and has come to know Nando’s for its irreverent advertising.

Our audience understands that the festive season is a time for sharing. So this was the insight employed to promote the meals to share. Robert Mugabe is Southern Africa’s last standing dictator, so with 2011’s much-publicized fall of dictators, we wondered whom he would share his meal with. The main thrust of the campaign is the notion that no one should eat alone and no matter who you are, Nando’s provides the perfect opportunity for friends to get together and share a delicious meal.