GLITTER & GOLD by Black River F.C. Johannesburg for Nando's

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Industry Restaurants, Pubs & Bars
Media Direct marketing
Market South Africa
Agency Black River F.C. Johannesburg
Executive Creative Director Ahmed Tilly
Creative Director Suhana Gordhan
Copywriter Avish Gordhan
Designer Jono Garrett
Released November 2010

Credits & Description

Category: Corporate Image & Information
Product/Service: RESTAURANT
Date of First Appearance: Nov 15 2010
Entrant Company: BLACK RIVER FC, Johannesburg, SOUTH AFRICA
Executive Creative Director: Ahmed Tilly (Black River FC)
Creative Director: Suhana Gordhan (Black River FC)
Designer: Jono Garrett (Black River FC)
Copywriter: Avish Gordhan (Black River FC)
Account Director: Maxine Merckel (Black River FC)
Agency Producer: Hillary Simpson (Black River FC)
Media placement: Hard Cover Booklet -16 Cm X 12 Cm - Direct Mailer - 17 November 2010

Describe the brief/objective of the direct campaign.
Nando's Peri-Peri chicken restaurants are in over 30 countries around the world. Nando's required us to send their international agencies a document reminding them of their specific roles and responsibilities and also entrenching in them the type of relationship the agency should foster with the local client representative.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to package the information as an illustrated novel – a love story of a figure skating couple; a symbol of partnership. We compiled the novel out of two separate books. The pages of each were then inter-leaved to reinforce the idea of collaboration. We hoped to instil in the agencies the sense of teamwork that Nando’s demands of its partners. The desired outcome was improved relationships between the agencies and their client representatives, reflecting in the quality of work produced.

Explain why the creative execution was relevant to the product or service.
We knew that creatives across the world would be receiving this document. So, instead of sending through a dull Powerpoint presentation, we decided to package the information as an illustrated novel. The inter-leaved pages and the content of the story reinforced the message we were trying to spread.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
This was not a consumer-facing direct mail and the aim of this project was not to sell more products or grow more market share. Instead, the aim was to improve the relationship between the international agencies and the local client. Therefore, the success of this work cannot be based on tangible facts or figures.