As a result of African consumers no longer willing to tolerate bland mass-marketing messages, HYPERACTIVE BRANDS all over the continent will increasingly capture these consumers attention with delightful, engaging, altruistic and empowering interactive initiatives and campaigns.

1. trendwatching.com
FEBRUARY 2014 AFRICA Trend Bulletin
HYPERACTIVE BRANDS
Why brands in Africa are increasingly interacting with
and engaging consumers in the sprightliest of manners.
trendwatching.com/africa/trends/hyperactivebrands

2. Definition:
As a result of African consumers no longer willing
to tolerate bland mass-marketing messages,
HYPERACTIVE BRANDS all over the continent will
increasingly capture these consumers’ attention
with delightful, engaging, altruistic and empowering
interactive initiatives and campaigns.
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
2

3. This is just a short extract.
Read the FULL Trend Bulletin
(for free!)
www.trendwatching.com/africa/trends/hyperactivebrands
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
3

4. DRIVING THIS TREND:
1. THE DISSIPATION OF TRADITIONAL BRANDING
No longer are African consumers willing to tolerate INACTIVE BRANDS.
2. FROM ‘ME’ TO ‘WE’
Brands relinquishing control by catalyzing dialogue with customers.
3. THOSE ‘IN THE KNOW’
The diaspora, the returnees, the outward looking and the clued up already know
it and EXPECT it!
4. THE FOUNTAIN OF YOUTH
All these kids… All on phones.
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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5. 1
THE DISSIPATION OF
TRADITIONAL BRANDING
No longer are African consumers willing
to tolerate INACTIVE BRANDS.
Traditionally, businesses operating on the continent were
concerned with maintaining tight branding budgets and
supplying stripped down, no-frills products and services
to low income consumers. Meanwhile, marketing channels
remained immature (and focused on mass media: TV, radio,
newspapers) despite the explosion of the rapidly expanding
middle class.
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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6. “2014 and beyond marks a time where brands
in Africa must reach out to these previously
neglected consumers in a state of brand
boredom, who are craving the exchange
of bland brand experiences for unique and
dynamic ones.”
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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7. 2
FROM ‘ME’ TO ‘WE’
Brands relinquishing control by
catalyzing dialogue with customers.
Recent times has seen a branding overhaul, especially
in the larger consumer markets such as South Africa
and Nigeria. Along with the well-documented rising
affluence, many Africans are also asserting their right
to be regarded with respect on a global scale.
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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8. “Tomorrow’s success stories in Africa will
revolve around HYPERACTIVE BRANDS
that give the power back to the people,
and almost completely relinquish control
of how their marketing strategies are
received and interpreted.”
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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9. Africa’s middle class has tripled over the
last 30 years, with one in three people
now considered to be living above the
poverty line… The current trajectory
suggests the African middle class will
grow to 1.1 billion (42%) in 2060.
- Deloitte, March 2013
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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10. 3
THOSE ‘IN THE
KNOW’
The diaspora, the returnees, the outward
looking and the clued up already know it
and EXPECT it!
It’s worth noting that there are now a plethora of
African consumers who are very familiar with and
even expect to interact with brands they love. Whether
because they have had first hand experience with
brands abroad, or they have formed this expectation
via other channels, they now expect more.
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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11. 4
THE FOUNTAIN OF
YOUTH
All these kids… All on phones.
The desire to reach young Africans on their mobile
devices has given rise to an evolution of traditional
marketing strategies. Furthermore, these plugged in,
highly excitable young consumers also face a dazzling
array of choices and distractions.
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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12. In 2050, ½ of Africa’s population will be under
24 years old.
- Mo Ibrahim Foundation, November 2013
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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13. In Sub-Saharan Africa, 65% of children aged 8
to 18 have access to a mobile handset.
- Sub-Saharan African Mobile Economy 2013 - GSMA Intelligence, November 2013
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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14. HYPERACTIVE BRANDS DISSECTED
There are three key methods that HYPERACTIVE BRANDS adopt in order to ensure memorable
interactive experiences:
1. Gold, Silver & Bronze…
HYPERACTIVE BRANDS may invoke competitive
spirits and showcase the best of the best
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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15. Sub-Saharan Africa is comparatively
the world’s most optimistic region when
it comes to tackling the challenges the
world faces in 2014.
- Survey on the Global Agenda - World Economic Forum, October 2013
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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16. Yola
Free website builder service launches a
‘Buildathon’ contest
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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17. Afrinolly
Short film competition promotes African
cinema and filmmaking talent
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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18. Jack Daniel’s Music Scouts
Alcohol brand conducts a nationwide
competition to find unique South African
musical talent
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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19. Clover: The Way Better Kota
Competition
Process cheese producer challenges fans
to locate the best kota sandwich in their
neighborhoods
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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20. 2. In the name of the Good…
HYPERACTIVE BRANDS can be human, helpful or tap
into a cause
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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21. FNB: Ideas Can Help Initiative
South African banking giant announces
its hunt for innovators wanting to make a
difference
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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22. Carling Black Label
Drinks brand shows appreciation to loyal
customers by launching a ‘guaranteed win’
rewards program
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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23. Tiger Wheel & Tyre
Car tyre outlet announces blood donation
challenge to customers
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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24. 3. Entertainment now…
HYPERACTIVE BRANDS can be fun and novel –
just for the heck of it!
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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25. Magnum
Live Twitter auction promotes new
Magnum ice cream flavors
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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26. 68% of Twitter users in Africa rely on this
platform as a primary source of information on
national news.
- Mo Ibrahim Foundation, November 2013
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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27. Legend Extra Stout
Winners of Nigerian Stout prize draw
tasked with a timed shop-a-thon in Dubai
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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28. MTV Africa All Stars
Television channel entertains African
youth with pan-African interactive music
campaign
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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29. Glo Slide & Bounce Tour
Nigerian telecoms company rewards Ghanaian
subscribers with star-studded concerts
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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30. WANT TO BE HYPERACTIVE?
ADD REAL VALUE
Create campaigns that all participants can actually benefit
from, even if in a little way.
RIGHT PLACE, RIGHT TIME
Consider how your campaigns will fit into the daily lives of
consumers to make their routine more interesting or engaging.
CONNECT THE DOTS
Turn consumers’ contributions into a brand community. After
all, like-minded people tend to enjoy meeting each other.
WISDOM OF THE CROWD
Why not invite fans, users or followers to participate in the
actual production of your product?
INSTIGATE SHARING
Help consumers extend their interactive experiences by
providing the tools to help them flaunt their achievements
across their online networks.
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
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31. NEXT
Why not try using our free Consumer Trend Canvas to
structure your next trend brainstorming session, and make
it a HYPERACTIVE one (!), flowing with compelling new
innovation ideas.
Next for HYPERACTIVE BRANDS? Let’s save the answer for
another Trend Bulletin ;)
Don’t want to miss it? Just make sure you’re subscribed!
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
31

32. This is just a short extract.
Read the FULL Trend Bulletin
(for free!)
www.trendwatching.com/africa/trends/hyperactivebrands
www.trendwatching.com/africa/trends/hyperactivebrands
HYPERACTIVE BRANDS
32

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