TOTAL Global briefed Vizeum on their first Sub-Saharan Africa campaign across 37 markets. Vizeum Paris challenged Vizeum South Africa to provide strategic and coordination services using the recently developed Dentsu Aegis Sub-Saharan Africa Network. Previously, TOTAL worked each with a local agency, a completely decentralized approach.
TOTAL was looking for an operational structure to expedite the rollout of global campaigns, at a global standard across Sub-Saharan Africa that was strategically sound with solid systems.
Herein lay the challenge, consumer research and data is almost non-existent outside South Africa. Thanks to our strong partnership with our affiliates with hubs in Cameroon, Nigeria, Kenya and Angola we were able to deliver the necessary local consumer knowledge. This consistency in delivery provided a fundamental step change for TOTAL, helping reinvent how they manage their communications in Sub-Saharan Africa.
Our first strategy covered 37 markets worth €7.5M. To streamline the large volume of work we custom made a succinct strategy template that allowed for lack of data, but emphasizing “back to basics” media thinking.
This was sent off to our hubs (Kenya, Nigeria, and Cameroon) who in turn dealt with the other 33 countries in their regions.
The approved strategy was then implemented across 17 markets worth €1.3M using tailor-made templates to streamline a consistent level of quality delivery.
The campaign thanks to collaboration with Vizeum in Paris and our affiliates is a huge success. We have 2 more Sub-Saharan Africa briefs the pipeline for 2014.
Sub-Saharan Africa is a focus area for TOTAL, who has awarded Vizeum their media business until 2015 without pitch.
TOTAL client quote: “Vizeum (SSA and FR) have been able to work bespoke strategy for TOTAL in a very short period of time for a very large scale of markets, taking into consideration TOTAL internal constraints. The campaigns execution and reporting are done in a very professional way. The collaborations is very successful and we thank Vizeum SSA for the massive amount of work and great delivery, they are a key partner for TOTAL in South Africa.”
Contact Richard Procter or Shihaam Abrahams at Vizeum for any further information.