With the 2010 FIFA World Cup less than 100 days away, South Africa is harnessing growing global enthusiasm by inviting citizens around the world to engage in a user-generated advertising contest on the Zooppa crowdsourcing platform. The Get Wildly Creative About South Africa ad contest is part of a major nation branding research project being undertaken by the Chief Marketing Officer (CMO) Council and the International Marketing Council of South Africa, which is responsible for defining and shaping Brand South Africa’s image throughout the world.
Paul Bannister, CEO of the International Marketing Council of South Africa says:
“With the world’s eyes upon it as host of the 2010 FIFA World Cup, South Africa is seeking to establish itself as a competitive and relevant nation brand. We’re excited about the potential for social media channels to generate greater discourse and narrative about our brand from people who have experienced or researched our special place in the world.”
Current and aspiring creative professionals, digital media buffs, South African citizens and expatriates, and anyone with a lust for travel to Africa, are invited to come up with inventive ways to produce a fresh and evocative message about a country that has gone from tragedy to triumph in less than two decades.
“We’re looking for inspired messaging and out-of-the-box advertising executions that capture and convey the essence, attributes and qualities of Brand South Africa,” noted Donovan Neale-May, the Executive Director of the CMO Council.
The unique creative challenge asks participants to consider economic and political characteristics of South Africa along with the cultural dynamics of the ubuntu philosophy and international icons like Desmond Tutu and Nelson Mandela when producing their work. Contest entry information including a creative brief, background on the contest assignment, and links to South African resources are available on the Get Wildly Creative About South Africa user-generated advertising contest page.
“Some of the world’s most recognizable brands have used our platform and engaged our creative community to produce advertising for consumer and business to business campaigns, and we’re excited to be a partner in this innovative approach to nation branding with South Africa,” said Wil Merritt, CEO of Zooppa.com.
$20,000 in cash and prizes – donated by SA Tourism, in-country partners and creative technology solution providers — will be awarded to the top submissions for video, graphic design and online banners. Winning entrants will have their work showcased globally to the CMO Council’s 5,000 members who control more than $150 billion in annual marketing spend and recognized at a special IMC-hosted reception in New York City.
Zooppa is the world’s largest source of user-generated advertising. With a community of more than 57,000 people, Zooppa offers brands an innovative model for developing creative advertising, building word-of-mouth and gaining consumer insights.
Related posts:
Comments
According to consulting firm Grant Thornton, the World Cup will pump around R21.3-billion into South Africa’s economy, generating an estimated R12.7-billion in direct spending and creating an estimated 159 000 new jobs.
The country’s tourism industry will benefit from the estimated three million visitors expected for the tournament, while construction and engineering companies will look to a slice of the billions to be spent on infrastructure in the lead-up to the event.