In this episode we’re chatting to Dean Oelschig, Managing Partner at Halo, the Grand Effie-award-winning agency behind Pineapple Insurance. The episode centres around Out of Home (OOH) advertising, but focuses on why creativity is critical to the success of any campaign—no matter the media channel.
The discussion explores the power of building brand awareness, producing memorable and effective campaigns, and how investing time and effort in proper positioning can help set a brand up for long term success.
Thanks to Ultimate Media for hosting us at their studios
This podcast is produced by Laura Rapson
Chapters:
00:00 - Introducing Dean and his journey
02:20 - Why South Africans are most receptive to seeing OOH advertising
04:35 - How OOH builds trust with the consumer, and serves a purpose at any stage of the marketing funnel
07:50 - Debunking the myth that you should target specific generations on different channels
10:10 - Many marketers spend all their money on media and neglect creativity
14:00 - Grabbing the attention of your audience to make your advertising memorable
17:20 - Marketing still operates on the 4 Ps - Product, Price, Placement and Promotion (in that order) - which all contribute to brand
19:00 - How KitKat’s effective positioning has allowed them to create fresh interpretations of their tagline for seven decades
20:30 - Why some advertising is completely ignorable
23:10 - What made Halo’s Pineapple Insurance campaigns award-winning?
28:25 - How they look at the success of Pineapple’s campaigns by measuring brand AND performance
33:15 - The Pineapple campaign that was ‘too far out the box’ and how they owned it
39:15 - How humour is hard to get right but can be used by any category if done well
41:55 - Managing regional differences with OOH