Creds doc small by MACHINE Agency

From a bedroom start-up to an agency of 95 people it has been an amazing journey. A journey of fun, pride and relationships that come from growing up alongside people you count as friends as well as colleagues.

WELCOME TO THE WORLD OF MACHINE My hope is that this book gives you a concise, but insightful look into where we happily spend our time everyday. It’s a snapshot into our company, our culture, our work, but most importantly for me, it’s an opportunity to showcase how we use our company as a place to live out our dreams and passions. From a bedroom start-up to an agency of 95 people it has been an amazing journey. A journey of fun, self-fulfilment, deep-end panic, doubt, pride and relationships that come from growing up alongside people you count as friends as well as colleagues. My hope is that MACHINE will one day be remembered as one of the truly great South African agencies. Not only as an agency that brought a new approach to the marketing landscape, but one that truly understood how to touch the consumer at every point of the journey - from the aisle to the tablet. I also hope that MACHINE will be remembered for having a massive impact on people – and not just staff, clients and partners, but also on the broader community as a whole - all of whom may one day count MACHINE as an integral part of their lives. But above all, our goal is to remain an agency of “do-ers” who always ensure we are causing effect in the world around us. We hope you like what you see.

ADRIAN HEWLETT CEO & Founder of MACHINE

OUR FIRST YEAR

PITCHES WON

AWARDS STAFF GROWTH

8x 1x 2x 1x 2x 1x 2x

LOERIES BRONZE CLIO BRONZE BOOKMARKS SILVER ASSEGAI LEADER ASSEGAI D&AD IN BOOK ADREVIEW BREAK THROUGH AGENCY OF THE YEAR AGENCY LEADER OF THE YEAR ADRIAN HEWLETT

SILVER CANNES LION

STAFF GROWTH

42% INCOME GROWTH

*BEE LEVEL 4

INDEPENDENT INTEGRATED AGENCY BORN OUT OF BELOW-THE-LINE AND DIGITAL *OWNER MANAGED

MACHINE DRAWS ON THE CORE CAPABILITIES OF IT’S MEMBERS TO DELIVER INTEGRATED COMMUNICATION SOLUTIONS.

MACHINE

REWARDS & LOYALTY SPECIALIST SERVICE MACHINE understands that people are creatures of habit in their purchasing decisions and consumption behaviour. It is this insight that drives the agencyâ&#x20AC;&#x2122;s rewards Partner network of over 3500 brands, providing an array of discounted incentives that rivals the largest in the country, while the in-house redemption

interrupting routine behaviour at the point of purchase.

combined with highly targeted communication strategies aimed at entrenching relationships and gaining lifelong loyalty. Experts at MACHINE Loyalty manage the consumer portfolios of a number of leading brands, backed by state of the value-adding partners.

O UR PART NERS

ANSWERED SPECIALIST SERVICE Answered is the revolutionary online market research and insights division of MACHINE. The combination of sophisticated technology platforms, together provide swift and accurate insights to the myriad of problems that confront marketers. On the back of this data, the Answered team extract critical consumer understanding, which is then fed into the client’s marketing strategy. MACHINE’s clients’ marketing strategies are founded on sound consumer insights.

SWERED N A

BRAND

(BUSINESS) CHALLENGE

RESEA

H IG

OUR APPROACH No matter how small the task, our process begins with understanding the Business Challenge. We then gather insights using a combination of Qualitative and Quantitative research, supported by our own Answered tool to inform a strategic platform or â&#x20AC;&#x2DC;Connectionâ&#x20AC;&#x2122;, linking both brand and consumer. The creative process takes shape and results in the Big Idea. Being concept led, we are channel neutral until the idea is generated. Channel planning follows, providing the most appropriate route to market given the target market and brand dynamic. This could be a single channel or a combination thereof for integrated campaigns.

ASPIRATIONS - WE PARTNER WITH THE BIG BRANDS, SMALL FRY BE GO BRIGHT FUTURE AWAITS US – BRING IT ON - WE LOVE COMING TO WOR CULTURE IS THE ENVY OF THE INDUSTRY - HABARI IS MORE THAN A JOB OF WHO WE ARE - ATTITUDE - THERE’S NO DEADLINE WE CAN’T HIT BALANCE – HAPPY PEOPLE GET IT RIGHT ON ALL FRONTS - WE’RE B ED: BRAVE AND GENEROUS - WE DESERVE OUR PLACE WITH THE BIG WE’RE GRATEFUL NONETHELESS - WE CELEBRATE THE ENTREPRENEU AND ALSO LOOK TO MOVE FORWARD - VALUES - OUR JOB DESCRIPTI THE START OF WHAT WE DO - WE DON’T MAKE EXCUSES, AND WE TAK SHIP OF OUR ACTIONS - IT’S ALL ABOUT THE TEAM, ALL THE TIME - H IS PART OF THE DEAL – ROLL UP THOSE SLEEVES - WE’RE HAPPIEST W MAKING DEALS – GO GET ‘EM! - WE TREASURE SERVING OUR CLIENTS THEY LOVE US - CORE COMPETENCIES - KNOW WHEN IT’S TIME TO SL - NO HABARI DNA, NO HIRE - BE GOOD AT WHAT YOU DO AND INVEST BETTER AT IT - PROTECT THE HABARI VIBE – IT’S AT THE CORE OF ALL T - IT’S A PEOPLE BUSINESS, GET THE BEST AND THEN LET THEM FLY - C FECT - MAKE BIG THINGS HAPPEN - WITH HABARI, SIZE REALLY DOESN’ parameters. Rather we play by our own set of rules, re-creating them as we go along fuelled by challenge, possibility and positivity.

The agency is a breeding ground for initiative and as self-starters we are hell bent on making things happen, driven by our core essence: CAUSING EFFECT. world around us…

We are creatively driven, strategically

TIMIDATED BY NOBODY AND SCARED OF NOTHING - HABARI TO BITE OFF MORE THAN M focusedLOVES and human obsessed! - NO MATTER HOW BIG, HABARI WILL ALWAYS BE PUNCHING ABOVE IT’S WEIGHT - BRED WITH T IBILITY AND STAYING POWER, IT IS FIGHTING FIT - SEEING OPPORTUNITIES AND STEPPING INTO S

OUR SPACE

W O L V E S

Wolves is a yearlong life skills and career development programme for 8 chosen employees. The programme combines both group work (all the Wolves together) and individualized coaching. It is action orientated and founded on creating, initiating & innovating a project that is important to each employee. The central intention is to extend and skills that will enhance not only their work but their lives too.

Born out of Wolves, MACHINE 13 is aimed at inspiring staff to step out of their comfort zones and interact with the world around them. It is a promise to complete 13 challenges in one calendar year. The tasks range from sporting, health related, arts, culture, music, charity and so on. The aim is to ensure that as our agency is well-rounded, so too are our staff. And why 13? We want to make an unlucky number lucky.

WOZA

Every two months MACHINE has a â&#x20AC;&#x153;Woza.â&#x20AC;? This is a gathering where important announcements are made, status updates are given and successes are shared. They keep us on track and are vital to keeping the organisation working towards a common goal.

PITCH SUCCESSES AND KEY CLIENT WINS 15 PITCHES

13 WON 2 LOST

OU R W O RK

#01

#79 #15

#67 #64

#04 #01

MARMITE BRAND

#25

#99

#11

#35

#73

#02 #38 #06

#28 #13

#09

#63

#26

#14

# #55

#37

#95

#08

#09

#81

#11 #17

#48

#86

#75

market and what they thought about Marmite. Turns out Marmite had very

#16

#68

#53

#05 #36

#23

#52

#64

Marmite conducted research to better understand the South African youth

#31

#42

#18

#10

#19

#45

# #13

#05 #67

# #33

little relevance to current youth culture, a large proportion of which didn’t even know about Marmite.

#96

#88

#24

#57

#21

#01

#79

#45

#05

#11

This got Marmite thinking – Do mother’s really know best? And if they do how could they not have told you about Marmite? And furthermore… “If Mother didn’t tell you about Marmite, what else didn’t she tell you?” The campaign was digitally based, with a central website publishing facts

#15

and anecdotes every day that your mother probably never told you. Facts

#67

#10

#36

#17

#55

were also distributed via other mediums, all linking back to corresponding fact numbers on the website.

#64 #04

#31 #19

#16 #23

#08

#26 #37

#02

#07 #82

#03 #71

#29

#44

#34 #71

#30

#92

#49 #22

#40

#48

#87 #84

#53

#14

#38

#07

? #82

#03 #71

#29

#34

Marmite Website and Mobile Sitestock it.

Marmite Blogger Dropit.

Marmite Blogger Drop- Customised Jarstock

it.

If mother didn’t tell you about MARMITE,

What else didn’t she tell you?

Music

Movies

If your mother didn’t tell you about Grimes, it’s probably because she didn’t want you going out in public wearing a cyborg eye bindie. Fash faux pas’ aside, Montreal based Claire Boucher is the internet’s weirdest, cutest synth pop sensation. Her minimal-synth candy floss beats will have you dancing in the mirror like a 90s high school student. Visions (2012) = Oh hell yeah.

Word on the street has it that rapper André ‘3000’ of Polaroid shakin’ Outkast fame has been cast as Jimi Hendrix in the upcoming biopic ‘All Is By My Side’. Covering his period of discovery between 1966 - 1967, this is not the first time someone has attempted a Hendrix homage. In fact, a whole bunch of failures precede this one. Will André pull it off? We don’t know. As long as you are in the know.

Sometimes when a TV show feels less like a celebration of your generation, and more like indictment, it’s good to remember that being a wholesome South African chick makes it impossible to be as superficial as the girls from Girls, because you live in a third world country. So sit back and enjoy from a moral high ground. This show’s about as deep as a splash pool. You’ll dig it.

#68

#88

Grimes and her B.F once built and lived on a houseboat, naming it “Velvet Glove Cast in Iron”.

#75

André ‘3000’ has been in several highly acclaimed flicks such as Semi-Pro and Be Cool.

#77

One of the Girls has tattoos of illustrations from childhood books all over her body.

‘ What happens in Vegas stays in Vegas’ Las Vegas, the marriage capital of the world, hosts approximately 120,000 weddings a year. The Little White Chapel alone has hosted over 800,000 of them, including celebrities like Britney and Demi. Drive-thru weddings are also available for those who want to take the hassle out of their special day.

Books

Fashion

Night Life

This deluxe box set of Haruki Murakami’s 1Q84

Some of the biggest fashion victims in town are taking the 90s comeback very seriously, dressing up like life is a Garbage music video. This vomit inducing fad has it’s days numbered. However, one nostalgic retrospective that has made a comeback is a dark lip. While wearing hues that resemble a dead rose might seem a little emotionally unstable, one thing’s for sure: It’s sexy as hell.

Orphanage is the latest addition to Cape Town’s night owl scene. The very most stylish place you can go to after work, Orphanage is the point at which the artsy crowd and the worky crowd meet without feeling under, over or undressed. The delectable cocktail list is set to impress the pants off your tongue. Is that possible? With a Dirty Mary like that, yes.

is the kind of bookshelf eye-candy that you might Marmite is not only renowned for it’s distinct flavour, even read. The triptych is set in a Tokyo with but it’s also vegetarian, low in fat and a source of vitamin B. two moons, following a woman into the dubious

For more things mother never told you and a chance to win awesome prizes check marmite.co.za daily or find us on Facebook & Twitter.

facebook.com/marmitesouthafrica

Japanese lit scene. Because this magnum opus is rather long, you might think “How did Murakami MarmiteSA come up with so much to say”? Nonetheless, this mystery, love story, dystopia is a collectors piece, set to rival George Orwell’s 1984.

#81

1Q84 is filled with bizarre dream sequences, cats, mysterious women and classical music. Typical Murakami.

#83

Wearing black lipstick makes your teeth look whiter.

#98

It’s on the corner of Bree and Orphan.

Marmite is not only renowned for it’s distinct flavour, but it’s also vegetarian, low in fat and a source of vitamin B. For more things mother never told you and a chance to win awesome prizes check marmite.co.za daily or find us on Facebook & Twitter.

facebook.com/marmitesouthafrica

MarmiteSA

Print Adverts

Bus Shelters

Tactical Stickers

Online Banners

THE ORIGINAL DARK SPREAD

Blogger Pack

MARMITE TACTICAL On the back of research that showed Marmite had very little relevance to the youth, the brand launched a series of tactical campaigns encouraging the youth to try the dark stuff. Halloween was one of them.

Custom Jar

Posters

13 Dark Tales

Louis Botha Tactical Wall Take Over

Limited Edition Halloween Marmite Jars

TRIUMPH BRAND REDESIGN Triumph has built a solid reputation based on it’s long history, but woman felt it lacked the ‘spark’ of innovation, emotion, trendiness and fashion competence. The main reason for this is the communication strategy focused on building the product ranges (Maximizer, Everyday & Body Gorgeous), which each Triumph brand. Our approach was to reinvigorate what Triumph stands for and create the much needed emotional connection.

MAKE WAVES. YO U. A M P L I F I E D.

Triumphsa

BIGWED 1827

www.triumph.com/za

Double Page Brand Advert

www.triumph.com/za

Triumphsa

BOMBSHELL.

Single Page Brand Advert

Single Page Catalogue Advert

30% OFF BUY 1 & GET 30% OFF

YOUR LEAST EXPENSIVE ITEM WHEN PURCHASING 2 TRIUMPH PRODUCTS

Terms & conditions apply. Offer valid on full priced merchandise only. Not to be used in conjunction with any other promotion.

BOMBSHELL

FULLER FIGURE COLLECTION

HIGH FLIER

LIVE WIRE

SHAPE W EAR CO LLECTIO N

EVERY DAY CO LLECTIO N

YOU.

AMPLIFIED.

FIRECRACKER PUSH-UP CO LLECTIO N

www.triumph.com/za

facebook.com/triumphsa

Dare to be your confident self, every day. Dare to be yourself. Turn heads. Turn it up. Cause waves. Cause a stir.

YO U. A M P L I F I E D. DARES TO BE HERSELF. THAN A WOMAN WHO T H E R E ’ S N OT H I N G S E X I E R

RESONATE

Triumph says Be a firecracker. Be a bombshell. Be a live wire. you are, Triumph inspires self-confidence in women.

Armed with the self-assurance to be the sexy individual

by intelligence, self-assurance & knowing your own worth. Triumph endorses the kind of confidence underpinned

Your voice will be heard when you are confident in yourself. risky decision. Confidence to go out & fight for that dream.

LIVE BOLDLY. YO U. A M P L I F I E D.

& get that job. Confidence to make that challenging, Confidence to voice your opinion, to go out Confidence & belief in yourself. Foremost: Confident to know who you are. When you look good, you feel confident. When you look good, you feel confident. Foremost: Confident to know who you are. Confidence & belief in yourself. Confidence to voice your opinion, to go out & get that job. Confidence to make that challenging,

THAN A WOMAN WHO

DARES TO BE HERSELF.

YO U. A M P L I F I E D.

RESONATE

T H E R E ’ S N OT H I N G S E X I E R

risky decision. Confidence to go out & fight for that dream. Your voice will be heard when you are confident in yourself. Triumph endorses the kind of confidence underpinned

by intelligence, self-assurance & knowing your own worth. Armed with the self-assurance to be the sexy individual you are, Triumph inspires self-confidence in women.

Triumph says Be a firecracker. Be a bombshell. Be a live wire. Cause waves. Cause a stir. Turn heads. Turn it up. Dare to be yourself. Dare to be your confident self, every day.

facebook.com/triumphsa

PUSH- U P COLLE CTION

Triumph Editorial Launch Pack

FIRECRACKER

www.triumph.com/za

LIVE BOLDLY. YOU. AMPLIFIED.

AMPLIFIED.

EXTREME EXTREME HIGH HIGH

LOW LOW MEDIUM MEDIUM New Actometer Logo Logo

EXTREME EXTREME

New NewActiometer Actometer

LOW LOW

HIGH HIGH

LOW

HIGH

LOW

MEDIUM MEDIUM

yoga pilates yoga walking pilates walking

MEDIUM MEDIUM

cycling spinning cycling jogging spinning jogging

HIGH

LOW

HIGH

LOW

and retailers were reluctant to stock the brand because it didn’t LOW

MEDIUM MEDIUM

Level Specific Actiometer

this; Woman viewed triaction® products as inferior and complicated LOW

HIGH HIGH aerobics tennis aerobics netball tennis netball

triaction® has been in the South African market for many years, but up until 2011 it experienced very little growth and the brand was

EXTREME EXTREME

running triathlon running horse riding triathlon horse riding

HIGH

TRIACTION BRAND REDESIGN

Logo Application for Various Intensity Levels Logo Application for Various Intensity Levels

performance lifestyle brand. A brand that was both approachable (fashion) and innovative (performance). This meant giving the brand a new look.

One of the key objectives of this campaign was to turn

START a personal fitness journey with TEAM TRIACTION

YOU. A PERSONAL COACH. A 1/2 MARATHON. TEAM TRIACTION is looking for 5 ladies who have always wanted to run a marathon, but just didn’t think they could do it.

We’ll send you a brief questionnaire, which you’ll need to email back to us to stand a chance to be a part of Team Triaction. T&C's apply: http://www.triumph.com/za/en/98.html

Print Advert

HIGH

LOW MEDIUM

Take the first step in your personal fitness journey and email teamtriaction@gmail.com

EXTREME

You’ll receive all the perks of a sponsored athlete including a personal coach, the best gear and nutritional advice

female spectators of sport into participants therefore broadening our target audience. Team Triaction was an opportunity to expose our new look and feel to a wider target audience. It involved taking a team of girls who had never run a half marathon and training them to do so. We supplied all the trainers, gear, entries etc. The next step for them was to run and complete a full marathon. Which they did.

Locker Room Door Wraps

Mobile Apps

SLOGGI HAVE YOUR SAY The Sloggi ‘Have your say’ campaign focussed on a young, fun and exciting target market. It spoke to them in a language that they understood. The lines chosen for the the fun-loving, vibrant poses of the models. This combined with the treatment of the type created a campaign the jumped off the page breaking the lingerie “I’m a model lying on a bed” mould. a was the third part of this campaign. The typography rendered into 3-D.

Sloggi Website

Print Adverts

CHALLENGE Due to low brand awareness, Rose’s was losing relevance amongst contemporary trendsetters. With a focus on the new ready-to-drink offering, while not detracting from the cordial heritage, Rose’s wanted to engage with their target market and modernise the brand image. CREATIVE STRATEGY To achieve this Rose’s infused the ordinary occasion with something refreshingly different by combining the mixology of drinks and lifestyle, thereby creating a unique mix experience. By spinning the Rose’s cocktail wheel, consumers were given the opportunity to experience a party with a twist with all possible wheel combinations being fun, exciting and unexpected. This campaign was brought to life on Facebook and radio, with both mediums driving consumers to the Rose’s Facebook page and both allowing people to win the ultimate twisted party.

Like Gate

User mixes unique Roseâ&#x20AC;&#x2122;s cocktail that will be consumed at party..

User mixes location where party will take place..

User mixes activity that will take place at party.

Unique party now determined. User submits party to win and shares with friends.

User gains access to unique Roseâ&#x20AC;&#x2122;s cocktail recipes page.

YEAR OF THE GHERKIN To generate noise around a paperback in an age when people turn to social media for advice on the next must read novel, we created a Facebook profile for Jason Brydon – the fictional lead character from John Dobson’s book, The Year of the Gherkin, utilising Facebook Timeline’s ability to backdate real content from his diary-novel. We hired an actor and some extras, went on location in and around Cape Town and shot real events from the book to upload as ‘fact’ on his Facebook page. Then we did the same with Twitter and let Jason’s personality take over, starting with the anonymous leaking of a rather embarrassing text that Jason sent to a young lady with potential. Once he’d gained some notoriety, he set about interacting with bloggers and people in his target market, dropping them snippets of ‘his’ book and engaging with them in his own unique way. Readers of the book were driven to social channels via a bookmark inside every copy on shelf, and he engaged with anyone who was interested about how they were enjoying the read and what they wanted next. Like Jason, he chatted to pretty girls about potential meet ups as often as he could, and he even baited a few celebrities into endorsing his novel. Most of them time, he simply ‘weirded’ people into coming to find out more about him – it’s just the way he is.

We made the book’s fictional character, Jason, a “real” person on the social web by taking extracts from the books and turning them into events on a facebook timline – what was in the book appeared to be the life and times of a strange Capetonian.

We drove traffic to Jason’s social pages by anonymously leaking a ‘pickup text’ from Jason to a young lady into SA’s biggest blogs. Later, ‘Jason’ admitted to leaking the story to generate more hype for his book. To apologise, he gave away books, chatted to users and did his best to weasel his way into the annuls of South Africa’s digital elite.

It was the first live real time digital engagement for a paperback book in South Africa’s history – his readers loved it.

People who bought the book in store were greeted with a bookmark inviting them to chat to Jason on Twitter – and he bantered about the book with readers all over the country.

Nevermind his readers, Jason climbed the ranks of South African infamy through a series of self promotions, celebrity stalking and generally despicable behaviour. In the end though, everybody loved the #Jasonator.

spring 2011

The C HILLED Edition,

T HE C LASSIC Edition,

T HE D AILY Edition,

T HE S PECIAL Edition,

T HE WEEKEND Edition,

the 330 ml can

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