Ads24 presents Food for Thought
2018 Finalist

Ads24 presents Food for Thought

Ads24 - Sales & Marketing division of Media24

Sandton, South Africa

Category Best Use of an Event to Build a News Brand

Overview of this campaign

The insight Media business owners don’t need additional information about the world of media. What they need is to understand the new business paradigm. Often we’re blinded by everyday operations and neglect to keep our eye on the potential impact of technology, automation, robotics and AI will have on our business.  The idea We wanted to give media industry professionals an opportunity to interact with top South African academic and technological futurists. We wanted to provoke thought, feed curiosity and create an immersive experience leaving the audience with a sense of togetherness in exploring the unknown. The strategy, execution and rollout From the invitation to venue, from the event to the experience, each step was curated to create a futuristic environment for discussion. Top media figures met on 20th floor of The Venue in the heart of Sandton. We created juxtapositions between urban living and sustainable farm-inspired décor as well as the upmarket urban development of Sandton and the struggling urbanised rural community of Alexandra. Hannerie Visser, Creative Directorn- Studio H and renowned food experientialist, created an interactive culinary experience and multi-sensory spaces. Renowned futurist, academic innovation expert, Pieter Geldenhuys, explored latest technology trends and how the only way to effectively predict the future is to create it. Professor Nick Binedell, founding dean of the Gordon Institute of Business Science (GIBS) strategic leadership professor, offered an understanding of how today's socio-economic and political forces are shaping the businesses of tomorrow. Rapport Editor, Waldimar Pelser facilitated discussions on how current and future socio-economic and political forces and technology trends may impact the way our world works. Mondli Makhanya, editor in chief of City Press and Reggy Moalusi, editor in chief of Daily Sun and Sunday Sun engaged the audience in thought leading conversations. Bespoke audio-visual content was created and shared via direct mail and social media channels allowing us to share our insights.

Results for this campaign

  • Social media engagement on the day of the event increased to 4.8% compared to the average rate for May of 0.8%.
  • As a result of the event, our Twitter following grew by 5%.
  • Our top performing event tweet had a reach of 20, 000– the highest performing reach of all Ads24 posts.
  • We achieved an overall PR value average of R3 500 000 – approximately R1 million more than any other campaign.
  • 60 industry executives attended. 
  • The event built our image in the eyes of Industry leaders and is sure to become the first of many – setting us apart from the rest.


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