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Creativity unlocks technology

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The distance between bands and consumers has almost disappeared, and this combined with new technologies has changed our understanding of what creativity is and what it can achieve, writes ROB NEWLAN, head of the Facebook Creative Shop in EMEA.

Today the bar for creativity is extremely high. It starts with people. Anyone can use the phone in their pocket to shoot and edit high quality video – something that would have been unthinkable even ten years ago. Anyone with a mobile phone has a computer in their pocket – from shooting and editing video on a smartphone to banking on a feature phone. Small businesses can shoot a video of their product, market it and accept payment all online. Brands and consumers now exist side to side, and often face to face, in a vast digital landscape. The distance between brand and consumer has all but disappeared, and the resulting intimacy – combined with the ongoing explosion of new technologies – has changed our understanding of what creativity is, and what it can achieve.

We need to inspire people, and more importantly, we need to create value for people. What’s good for people is good for businesses.

The (fast evolving) context 

Digital communication in Africa is booming. The change is so fast paced it’s hard to keep track. Even so, at Facebook one word matters to us above all others. Mobile.

According to ITU data, roughly 685 million Africans have mobile cellular subscriptions, while some 200 million have access to the Internet. 120 million Africans are on Facebook, and more than 80% of them will return to Facebook using mobile devices, predominantly feature phones rather than smartphones.

Mobile is a deeply personal device. Your phone is often the first thing you check when you wake up, and the last thing you check before you head to sleep. Your phone is so much more than a communication device – it is often how you get directions, bank or read the news. And that doesn’t include WhatsApp. The bottom line is people are living their lives on mobile devices.

People are at the core of the Facebook and Instagram experiences. The average user now spends more than 46 minutes a day across Facebook, Messenger and Instagram. At Facebook we believe ads can be amazing experiences. Technology unlocks the power to tell incredible stories to the right person at the right time no matter where they are. And the creative community – agencies and brands alike – now have the mobile canvas to tell better stories to people that are relevant, inspiring and impactful.

Video, collaborative creativity and emotional connections

People are increasingly adopting visual language to communicate. As a result, video consumption is sky-rocketing, particularly in high-growth regions. Billions of videos are viewed on Facebook every day, and a full three quarters of these views take place on mobile devices.

We have just started to unlock the potential of sight, sound and motion in a feed-driven world. Two case studies from the recent Cannes Lions festival reveal the power of this transformation.

Despite its long running success for P&G, the Always sanitary pad product recently risked losing relevance with a new, younger audience. The Always #LikeaGirl campaign changed all that by asking every day consumers to explore the meaning behind a common and rather patronising phrase, ‘Like a girl’. (As in “she throws Like a Girl”). #LikeAGirl became the most watched video in P&G’s history, with 48 million views in North America and 76 million views globally. Ad recall was extremely strong, and emotional connection to the brand went up in the target audience, while rivals suffered slight declines. The video was distributed not on TV, but through social media.

Similarly, American sports apparel brand, Under Armour, turned its previously macho male identity on its head with a quirky exploration of the pressures of being female in the 21st century, inclusive of a celebration of women who ‘defy expectations and ignore the noise of outside judgements.’ The campaign centred on the pay off line I WILL WHAT I WANT, and featured two stunning videos, the first highlighting ballerina Misty Copeland and the second model Gisele Bündchen.

Two things stand out in both campaigns.

First, the brands combined science and art to show different audiences various creative ways to discuss ideas that really mattered to them. The end result in both cases was a campaign that genuinely touched people’s hearts and minds. Both brands laid the foundation for consumers to get creative in the realm of personal life philosophy.

Second, in both instances people were a primary creative force. The #LikeaGirl video incorporated real young people, exploring – on camera – gender and life philosophy. The conversation at the heart of the campaign was defined and carried out by the target audience, through the prism of social media. Equally, the I WILL WHAT I WANT videos redefined audience participation. In the video featuring Gisele Bündchen, Facebook user comments were at the heart of the experience: After seeding a teaser film on the platform, we used people’s real online reactions on the platform in our TV ads just two days later. A web experience then became a live interactive experiment.

A custom engine scraped the web for comments made about Gisele. Comments were rendered instantly and displayed on the site. For the first time, the entire online discussion about a single person was happening on one website in real time. Gisele is seen sticking to her routine while contradictory opinions on social media flash behind her, proving will beats noise live.

Collaborative creativity is a vital new force

Facebook cares more about creativity than any other platform. Our goal is to create value for companies and the people who receive it. The Creative Shop wants to be an essential partner to brands and agencies: it wants to help move the industry forward.

Facebook Creative Shop is a team of brand marketers, creative directors and strategists who build ideas to help clients grow their business. We believe that every person’s experience on Facebook should be personal and relevant. Even the ads they see. We work closely with businesses and the larger Facebook team to build tools, processes and creative that drives real world business results and delights people.

To help global businesses show beautiful visual stories in News Feed on every device and connection type, we started Facebook’s Creative Accelerator programme designed to help brands unlock the power of personal storytelling in high-growth countries. For example, in Kenya, Coca-Cola delivered a high impact campaign that had Kenyans sharing their stories of happiness. Nurofen, meanwhile, reached 54% of its target audience through a Moments That Matter Facebook campaign in South Africa.

Facebook recently opened our first African office in Johannesburg, South Africa. This is an important first step in strengthening our partnerships on the continent. People in the creative community are working to “hack” Facebook and Instagram in exciting new ways, to develop new marketing executions. We want to continue to work with the creative community to hack creative on our platforms, and our new office brings us closer to the creative community in Africa.

This expansion has happened because we want to ensure we are able to effectively support the huge range of new advertising formats and communication tools now open to communicators. These include new advertising formats and new connection tools that allow for improved contact with audiences (Book Now buttons are just one such new feature), along with advanced measurement tools like Conversion Lift and Ad tech.

We believe we can work together to create rich creative expressions on Facebook and Instagram that are not just better for marketers but better for people too.

The Creative Shop wants to be an indispensable partner to brands and agencies. We know the future does not build itself. Together with our partners we can build for where people are going.

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AppDate: Prepare for space

In this week’s AppDate, SEAN BACHER highlights Space Nation Navigator, Hitman Sniper, Snake Mask, Memrise, WhatsApp Web, and Carrot Weather.

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Space Nation Navigator

Space Nation Navigator is a bit of a strange app. It is part game, part exercise and part educational. On the game side, users have to navigate the Mars Rover, put the International Space Station back into orbit or move their Martians to safety before a sand storm hits Mars. When it comes to exercise, Space Nation Navigator provides users with a range of exercises and Yoga videos to prepare them for space travel and working in an anti-gravity environment. The education aspect teaches users about the planets, and star constellations, and then offers quizzes on what has been taught.

Platform: Android and iOS

Cost: A free download.

Stockists: Visit the store linked to your device.

 

Memrise

Memrise takes a new approach to help people learn new languages. Instead of providing a user with random phrases and words to memorise, the app connects you with a person already fluent in the language you want to learn. In turn, the person you are speaking to wants to learn the language in which you are fluent. Once your profile is filled out and languages selected, it connects you with people around the world who are interested in your language, and then allows you to chat with them in real-time. Memrise also lets one learn new languages through games, chatbots and grammarbots that help with spelling, tenses and pronunciations.

Platform: Android and iOS

Cost: A free download.

Stockists: Visit the store linked to your device.

 

Hitman Sniper

Hitman Sniper is loosely based on the Agent 47 movie released a few years ago. The game offers players the ability to hone their shooting skills through a range of training courses and, once they think they are ready, they can start taking out the bad guys. Things start off easy enough, but they get more and more difficult as one progresses through the 150 missions on offer. One will also have to upgrade various gun components, like scopes, magazine capacities and silencers, to make the missions a little easier. Hitman Sniper lets users buy 16 to tackle each of the missions – either with real money or via the points accumulated by completing missions. Money and points can also be used to upgrade firearms.

Platform: Android and iOS

Cost: R7 – with a range of in-app purchases.

Stockists: Visit the store linked to your device.

 

Snake Mask

The iconic Snake game that was preinstalled on most older Nokia phones has had a complete make-over. It now uses Facebook’s AR technology, meaning that you have to navigate the snake around obstacles in your home or office, all the while collecting coins and stars that change the snake’s speed and length. Unfortunately, Snake Mask is only available on Nokia’s new range of smartphones. However, it should not take long before it slithers onto other devices.

 

Platform: New Nokia smartphones running Android.

Cost: Free to use through the Facebook app installed on the device.

Stockists: Available through the Facebook app.

 

WhatsApp Web

Although this is by no means a new app, it is an extremely useful one, and one that not many people know about. Tapping out WhatsApps on your phone is easy enough, but thanks to WhatsApp Web it can be even easier. Open the WhatApp Web page under WhatsApp and you will see a QR code. Scan this code through WhatsApp on your mobile and you will be shown a replica of what you would normally see on your phone. You can then type and reply to messages using your computer instead of having to stop everything and unlock your phone every time a message comes through. WhatsApp Web is great if you share your computer with other people as it automatically disconnects when the browser is closed. However WhatsApp also offers an app that when installed will stay connected to your phone unless you manually remove it.

 

Platform: Any up-to-date Internet browser

Cost: Free to use and install

Stockists: Visit www.WhatsApp.com

 

Carrot Weather

There are thousands of weather apps on the Internet these days and all of them do the same thing – inform you of the weather in your area. However, Carrot Weather has taken what is just another app and turned it into something fun. By fun, I mean sarcastic, rude and completely politically incorrect. A user starts off by selecting religious and political views. It then asks about personality, ranging from friendly to homicidal to overkill – which includes profanity. So, for instance, instead of waking up to to the standard partly cloudy forecast, Carrot Weather will display something like: “It’s only partly sunny, the sun is a total effing failure.” It also has a range of insults that it throws at you whenever you open the app – some of them downright insulting, so it is definitely not for those who are easily offended. The app’s user interface is very simple, displaying a week’s daily forecast and hourly forecasts for the day selected.

Platform: Android and iOS

Cost: Free to download but with adverts. The premium, advert free version costs R12 per month.

Stockists: Visit the store linked to your device.

* Sean Bacher is editor of Gadget.co.za. Follow him on Twitter on @SeanBacher

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SA Start-up reinvents PABX

For any South African business, the idea of setting up or changing a telephonic switchboard system is the stuff of nightmares. Dealing with expensive hardware and hearing things like QSIG and VOIP is not what you’d call exciting.But now there is an app.

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Enter BuzzBox (www.buzzboxcloud.co.za), a web-based telephone switchboard that is aimed at small and medium sized businesses wanting to take the hassle and cost out of the company switchboard. Whether you are a small one-man operation or a larger organisation with staff working remotely, BuzzBox is the best switchboard solution.

What sets BuzzBox apart from anything else on the market is its easy-to-use dashboard. It puts you in control of everything from picking your phone number to setting up voice prompts and managing your business-hours schedule.

BuzzBox was developed when the startup behind it, Jini-Guru, needed such a service for its own use across multiple continents. “When we started Jini-Guru we could not find a seamless online process that would allow us to set up a full web-based switchboard, so we decided to build one for ourselves,” says Mike Smits, Director at Jini-Guru.

He says a lot of startups today are tech savvy and know how to use apps and the services that go with it. “It’s the uberisation of services and its driving demand for instant service activation.”

BuzzBox works as an app on both iOS and Android but users wanting a desk phone option can choose from a variety of devices on offer or use their existing VOIP phones.

Setting up a BuzzBox account takes 5 minutes. During registration your FICA documents are uploaded [ID and proof or residence] and you get to pick your phone number before the account is created. Companies that want to keep an existing number can do so too.

The real magic happens when you log on to the BuzzBox Dashboard. The main screen displays a summary of statistics for your account while the left-hand menu provides you quick access to various configuration settings and reports.

Setting up new extensions or external numbers is done with a few clicks and you can even set up various departments which is a great way to route a call to various people in a department, like sales or support.

The intuitive user interface also makes it easy to set up hold-music and voice prompts. You can add voice prompts by recording them straight to your phone, just make sure you use a clear voice with quiet surroundings for the best customer experience.

One of the main features of BuzzBox is its call recording feature that allows an organisation to record calls for legislative purposes, such as a lawyer, or for customer service purposes such as support. Recordings are stored securely online, and you have the ability to download recordings for playback. Companies can opt-in for this service and it’s free to use. Recordings are stored online and are fully encrypted so only you can listen to, or download them. Storage costs R1 for every 1000 minutes of stored recordings.

Other features include call forwarding and scheduling. The latter allows you to set office hours for your organisation which will divert calls to an after-hours messaging service. You also have the option to enable routing to an employee who is on call after hours.

BuzzBox also has a reseller program for companies wanting to offer this as a switchboard solution to their existing customers.

The costs for this service is R89 p/m for the first phone number which includes your first extension for free. Thereafter you’ll pay R89p/m per extension. Calls between extensions are free but you pay per second for all outgoing phone calls. More info on pricing can be found here: https://buzzboxcloud.co.za/pricing/

BuzzBox is offering a Launch promotion where they are offering the first line and extension free for 12 months. Only pay for calls. Use promo code “feoifyaa” during sign-up to apply your discount.

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