Economist readers vote Brand South Africa tops

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Created on 22 May 2006

Adverts promoting Brand South Africa have been voted in the 10 most memorable adverts by European readers of the Economist, the world’s leading business publication.

The adverts were specifically developed by the International Marketing Council of South Africa for foreign publications, like the Economist, to attract investment and tourism to South Africa.

The survey, which was independently conducted by Objective Research to assess the reading habits of Economist subscribers, randomly asked readers to score adverts according to whether they remember seeing them. 
 
Twenty three percent of European readers who completed the questionnaire recalled seeing the International Marketing Council’s adverts, so putting them in 10th place on the ‘notable’ scale.  Other adverts making the top 10 promoted consumer brands such as Renault, Rolex, Cartier and Lexus and financial management service companies and banks, such as HSBC, UBS Wealth Management and West LB.
 
But, it’s on the ‘reading’ scale, which indicates how effective an advert is in standing out so that someone glancing at it is motivated to read it, that the International Marketing Council’s adverts shine.  On this scale the IMC adverts moved up to 5th position.
 
This makes the likelihood of the International Marketing Council’s ads being read almost 25% higher than that of any other country – with adverts for Bulgaria and Wallonia (Belgium) coming in at 9th and 10th respectively.  Readers of the International Marketing Council’s adverts, which highlight the growth potential from investing in South Africa, described them as “informative”, “witty”, “interesting”, “appealing” and “unexpected”.  
 
Commenting on the research, Yvonne Johnston, the CEO of the International Marketing Council says, “We’re very excited by these findings.  Clearly the International Marketing Council’s strategy to inform thought leaders is generating interest.  Our creative and original adverts mean we’re able to cut through the advertising clutter and grab the reader’s attention with the message that South Africa is Alive with Possibility.”  
 

Facts from the Economist ‘reading and noting’ study

 
The survey was undertaken independently by Objective Research to assess the reading habits of Economist subscribers.  A four page questionnaire was randomly sent to 2 750 subscribers in the UK, Europe and Asia Pacific together with the 23 December 2005 issue of the Economist.  A 21% overall response rate was achieved. 

The findings show that the Economist is highly valued and respected by its readers, and that the average reading time has increased.

In an analysis of adverts that European readers recall seeing, adverts developed by the International Marketing Council of South Africa scored 10th.  In first place was Rolex (39%), followed by HSBC (36%), Renault (35%), Wallonia – Belgium (30%), Cartier (26%), Lexus (26%), UBS Wealth Management (26%), IBM (24%), West LB (24%) and International Marketing Council of South Africa (23%). 
In an analysis of adverts that European readers recall reading, adverts developed by the International Marketing Council of South Africa scored 5th.  In first place was Renault (11%), followed by Rolex (10%), Lexus (9%), HSBC (8%), International Marketing Council of South Africa (7%), Zurich Financial Service (7%), Cartier (5%), UBS Wealth Management (5%), Invest Bulgaria (5%) and Wallonia – Belgium (4%). 
The International Marketing Council of South Africa adverts, which were developed by ad agency TBWA Hunt Lascaris, attract readers with a witty heading reading, “If this page was developing as fast as our economy, it would be a billboard”.  Once attracted to the page, readers are given information on the benefits of investing in South Africa’s dynamic economy before being alerted to the “South Africa: Alive with Possibility” portal – www.southafrica.info
 
ENDS
 
Issued by:          Meropa Communications
On behalf of:     The International Marketing Council of South Africa (IMC)
                           Tumelo Kumalo: (011) 483 0122/ 084 962 5829, This email address is being protected from spambots. You need JavaScript enabled to view it.