Nuts and Bolts from South Africa - Part One
August 25th, 2008
I just got back from a quick trip to South Africa…3 days on the ground and 2 days in the air. I really had reservations about this trip: the tight schedule, and to be honest, the crime news of late had me concerned a lot. But I felt obligated to go and I have friends there that always provide a jolt of creative culture.
First, the conference: I had the privilege of being the keynote again for the Customer Management World Africa Conference 2008. The conference was MC’d by SA underground celeb Justin Nurse (Laugh It Off) of Cape Town. Justin is a chaos guy. He made a name for himself making SA parody T-shirts. His most famous headline was getting sued by South African Breweries (Miller) for his “Black Labour” and “White Guilt” T-shirts. (He won the lawsuit.)
As far as my keynote goes, I think it went well. Lots of questions and thank God my topic was relevant. I really like the people of South Africa and the marketers are hard working folks trying to do the right thing. South Africa needs its brands and marketers to step up to the plate, because I’m not sure that the government can help the people.
Things I heard from the audience
Andrew Miller of Idea Engineers ROCKED. He shared with us some research archetypes as narrative videos from two groups of South Africans. The common thread from these videos was the set up to show that brands and marketers have to invest in South African society. Andrew’s line, “If our society is not sustainable, our business can’t be sustainable” was right on.
The example he discussed I witnessed first hand. Driving in JoBurg is a frantic, chaotic experience and I was in the passenger seat. A “Pointsman” in SA is basically a traffic cop. The problem is, they are never where you need them. Step in OUTsurance and their media partner, Talk Radio 702.
Basically OUTsurance has partnered with a media partner to make the roads safer for their insurance customers. The OUTsurance Pointsman ride motorcycles to specific intersections and help direct traffic (they go through training in the JoBurg traffic police academy). Then Talk Radio 702 gives live up-to-date traffic news from the Pointsman to help JoBurg citizens navigate brutal, and dangerous traffic. BRILLIANT. These Pointsman are heros and they make the brand the hero, too.
South African businesses have to invest in society or their business will not be sustainable. It was exciting to listen to this energy of businesses talking in this way.
It’s a Small World
During the first conference break I had a wonderful surprise. Jacyln Venter, Fiskateer #1287, stopped by to say hello and a little photo op. It was great to chat with an international Fiskateer and hear about scrapbooking in South Africa.
My next post I’ll recap my visit to Missing Link. Cheers.
Other posts by Geno.
Cheryl says:
Yay! You met Jacyln. She is a dear one and I thought there would be a good chance your paths would cross. This is wonderful!
August 31st, 2008 at 8:52 amSouth Africa is a place dear to my heart as you know Geno. I’m so grateful your trip was a success. Your willing heart will help. Not without it’s troubles but it’s a beautiful place with some beautiful people including Jacyln.