Parody on Mugabe, remembering the good old days and realising that he is the last dictator left. Nando's believes that no one should ever have to eat alone
The #rightmyname campaign built a database of South African names using the contributions of many thousands of individual South Africans.Every name added to the list was a step toward the solution.The campaign targeted influencers whose names got spellcheck’s red line using a personalised t-shirt drops that encouraged them to share a video of themselves removing the red line from under their name.In a SA media first the nation’s largest newspaper recognised the newsworthiness of the idea and agreed to underline all African names on their cover and inside spread editorial.
Results and Effectiveness 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. Insights, Strategy and the Idea 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.
“You people” is a phrase often used by South Africans when describing people who are different to them. It’s a phrase that goes hand in hand with our unconscious bias. It’s used in jest, as a slight and even in outright confrontation – the fact of the matter is that all South Africans have used the phrase at one time or another.