Saatchi hits the mark with Pendoring campaign
“Afrikaans is a lucrative language - in the business world, the entertainment industry and the advertising world. Just look at successful Afrikaans super stars like Patricia Lewis and Steve Hofmeyr. That is why the theme of this year's Pendoring campaign is: ‘Praat die taal - dit betaal!' [Speak the language, it pays!]” Speaking are Hanlie Kriel and Katherine Botes of Saatchi & Saatchi in Cape Town, the agency that is responsible for this year's Pendoring advertising campaign.
Entries are open for this year's competition and the closing date is 18 July. More information is available at
www.pendoring.co.za.
“Not only companies, but also advertising people can benefit from Afrikaans advertising campaigns,” says Kriel. “Creative people can, in fact, pocket R6000 with each golden Pendoring. On top of this, the overall winner walks away with an overseas study tour to the value of R25 000, while the overall student winner can take home a study bursary of R10 000.”
Saatchi & Saatchi has outclassed three other agencies this year by once again landing the Pendoring contract. “Their comprehension of the market and Afrikaans-speakers make them a cut above the rest, while their use of alternative media that is indispensable in a fast-developing advertising business clinched the deal,” says Dawid Brand, Pendoring co-ordinator, about the decision to once again make use of Saatchi & Saatchi's services this year.
Moreover, they can embroider on the success of last year. The 2007 campaign was aimed at persuading companies to communicate in Afrikaans with Afrikaans-speakers. “Our campaign has talked directly with the advertising profession. And, it was extremely successful - double the number of entries were received, compared with 2006.”
New angle“We have discovered a new angle this year that will not only make people in the advertising profession, but also our clients sit up and take notice,” says Botes. “The Afrikaans singers Steve Hofmeyr and Patricia Lewis were involved to illustrate that Afrikaans pays. Both of them were excited to take part and they were very professional and pleasant to work with. Photographs for the poster campaign were taken in Patricia's house in Johannesburg.”
Pendoring is challenging advertising agencies this year to go one step further and not only invent Afrikaans advertising, but also to think ín Afrikaans. The competition has acquired an online component with which they want to give extra zap and exposure to the Pendoring campaign. Agencies are challenged to make video recordings showing how they in the agency live Afrikaans to the full. Entries can be made online at
www.pendoring.co.za. The agency that makes the funniest and most entertaining video will receive a cash prize of R10 000.
The Pendoring-gala event takes place on 19 September at Vodaworld in Midrand.
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