8-23 Youth Brand Survey

8-23 YOUTH BRAND SURVEY June 2013 2 THE RESEARCH Word from the field Jason Levin THE ART AND SCIENCE OF RESEARCHING YOUTH In-field journal entries IT’S 4AM AS HDI Youth Marke- Unfortunate Valentine’s Day teers’ Insights coordinator heads to incident: Oscar Pistorius the airport to catch a plane to shoots and kills his girlfriend, Bloemfontein. Jeanine Buhr is her model Reeva Steenkamp. It’s name, and she’s never been to the halfway through the polling city before – mostly because she’s process and we think that the “never had a reason to”. She hasn’t turn of events will not bode polled for GenNext in the Free State well for the man van staal.A before, but she can speak passable quick tally of votes at one Afrikaans, has her 850 pre-printed school shows that 50% of the questionnaires under-arm, has a lo- learners still voted for Oscar as cal research assistant and is ready the Coolest Sportsman – per- to roll! haps they haven’t heard the Polling over 5 500 young South news (unlikely) or they regard Africans in six provinces is what him another victim of South makes the Sunday Times Genera - African crime? tion Next survey not only robust There are some (as always) and representative, it’s also what interesting additions to the makes it a huge undertaking and a Ca n ’t Live Without and Birth- great adventure. The in-field team day Wish questions – a n swe r s travels the country, going to prima- include: “we e d ”, “getting laid”, ry schools, high schools, varsities “bong”, “shrumes”, “oka and communities, connecting with py p ”… this is often teens show- quizzical Grade Twos “yo u ’re-up- ing off, but teachers report se- i n - my - g r i l l ” teens and “time-of-our- vere drug problems at many life” young adults. schools, so often it’s not all Of course, all those views and b r ava d o . perspectives get captured, process- ed, analysed, validated, scrubbed –Jessica Oosthuizen, analyst and scoured, and end up as the very Jason Levin, MD of HDI Youth Marketeers and writer, Western Cape, supplement you have in your hands February 11-18 2013 – but the process of getting them down on paper has to be seen to be the country… and generally tuned keep understanding) today’s dy- Learners of different ages and b e l i eve d . in. This generation of inquisitive namic youth is both an art and a “Marketers should backgrounds expressed inter- Jessica Oosthuizen, also part of minds has high levels of entitle- science. It requires brave hearts stop this thing I est in being given a platform to the HDI Insights team, has helped ment and expectation from you and and curious minds, as 16 years in have their voices heard: from to conduct the study for a number of your brands, and has very little pa- the youth business have taught call ‘Julius Malema Pecanwood College one after- years, and is an in-field veteran. tience for inaction, bad service us. With an annual spend of over S y n d ro m e’, which noon to Mokoloktoane Primary Jess is 100% used to driving across and/or lack of creativity. R105 billion (kids: R29.9bn; teens: is lying and School the next, the differences the country in rented cars to visit “Interestingly, we find that de- R36.2bn; young adults: R 39.3bn), hypocritism evident in the schooling facil- schools in far-flung corners, keen to spite vastly different economic it is not only important, but we (sic)” ities, promisingly not in levels see what their kids have to say backgrounds and fortunes, town- think crucial, for marketers to of enthusiasm. about brands and consumer be- ship and suburban youth both as- make it their business to know The youth of today don’t on- haviour. Asked how she copes with pire to similar lifestyles and brands. what makes the youth tick. Muleya ly concern themselves with the the pressure of groups of up to 100 There do remain striking differ- Although the tip of the iceberg coolest celebrities and fast- question-askers at a time, tight ences in clothing preferences, of the study published here goes food outlets. The smallest kid timelines and lots of collation, she celebs and entertainment choices, some way towards unpacking that, throws in the occasional snide delivers a knowing grin, looking as and, of course, the purchase ability below it sits a treasure trove of in- remark about “Julius Malema if “It’s GenNext, it’s what we do…” is definitely not the same for the sight layers. There are graphs to Sy n d r o m e ” – they are aware of two groups, but it is important that look at, there are numbers that current (and important) sto- Should business’s bottom-line aspirations are shared. Sadly, there can be crunched and cross- ries making the news. c a re ? is a much gloomier reality for rural tabbed, but much of the fun, tex- The youth of today are technolog- youth, who show much lower levels ture and truth gets unearthed at – Sylwia Wierzbicki, ically savvy, aware of the latest of ambition, hope and sense of fu- the coalface by HDI staffers like researcher, North West, trends in social networking, sensi- tu r e , ” says Oosthuizen. Jeanine, as she sets off for Bloem February 26-28 2013 tive to the socio-political climate of An attempt to understand (and at 4am.

INTRODUCTION THE SUNDAY TIMES CONTINUES TO OFFER ITS CLIENTS RESEARCH FROM THE IMPORTANT Sign of the Times YOUTH MARKET David Jackson On the media front, the Sunday suring that we understand their po- Times is still the Coolest Newspa- sitioning and their competition, BLACKBERRY CONTINUED to per; the Coolest Channels are Dis- and – most of all – helping us to dominate this year, once again ney XD and Trace. Trace also wins formulate succinct media opportu- voted the Overall Brand Winner in the Coolest TV Music Channel nities in helping to maximise media the 2013 Sunday Times G e n e r a- ag a i n . investment rands.” tion Next youth brand survey, On the celeb front , Trevor Noah In this, innovation, clever posi- holding its position at the fore- remains the Coolest Local Celeb; tioning and niche target market front of the youth market. Chad Le Clos, Itumeleng Khune profiling are the buzzwords, Although Nike’s “Just do It” st i l l Trevor Ormerod, and Simphiwe Tshabala are the Ormerod says. remains the Coolest Brand Slogan, Coolest Local Sportsmen, while DJ “The only way for Times Media McDonalds is rapidly moving up, GM: advertising Black Coffee, DJ Fresh and DJ to stay ahead of this curve and offer having come from 4th position last sales and strategic Zinhle are the Top 3 Coolest DJs. advertisers tailor-made solutions is year to 2nd this year. communications, These are just some of the in- to constantly research this impor- The Coolest SA Company cate- Times Media teresting insights to emerge from tant youth market and to ensure gory had some interesting moves the research this year. that we use this intelligence to op- this year, with DSTV edging out Says Trevor Ormerod, general timise every interaction with our BMW and Apple. manager: advertising sales and clients.” Significantly, in the category strategic communications for the He adds: “Times Media would Top 2 Things You Can’t Live With- Times Media group, publisher of like to take this opportunity to con- out, we see family moving from 3rd the Sunday Times:“G e n e r at i o n gratulate the winners this year, es- position to take prominence this Next has proven to be a very useful pecially those that have moved up year. Money drops to 2nd place, and tool to our advertisers and clients, in the rankings. We will continue cellphones to 4th. Glyn, Sunday Times Pic: Jeremy as well as giving the Times Media to stay involved in this interesting Blackberry remains the Coolest sales team and researchers excel- research, and to make sure that Cellphone for the 3rd year in a row, ing recovered from 2nd place in The top three Coolest Fashion lent insights into major clients. when dealing with our clients, we with Apple moving into 2nd posi- 2012, while Edgars, Sportscene and Brands are Ama Kip Kip, ACA Joe “These insights are used to set use this to ensure that we deliver tion, ahead of Nokia. Mr Price is the Woolworths have all moved up the and Urban. Musica retains top po- the strategic foundation for sales the most effective advertising so- Coolest Clothing Store again, hav- list since 2012. sition as Coolest Music Retailer. interactions with our clients, en- lutions.” 12656/WIN

® BlackBerry Thanks for voting

the Coolest Brand for the third year running in the Sunday Times Generation Next Awards 2013.

Nothing makes usof prouder the generation than being that’s the going choice to keep South Africa moving.

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A N A LYS I S Look: this is my city THE THEME OF GENERATION NEXT 2013 IS WE ARE. ID – A CALL TO YOUTH TO SHOW US THE WORLD THROUGH THEIR EYES

COMPETITION ENTRY: Max Oosthuizen, 19, Cape Town

Linda Doke and there’s not an urban teenager and, wherever possible, control it. in South Africa who would not Just as teens and young adults like LIFE’S ALL ABOUT the snaps. It’s know how upload, download, tweet to download their own music, and no longer cool enough to be telling or tag to reach friends and follow- choose their own mixes, which they the world where you are, what ers. upload and share with their yo u ’re doing, and with whom you’re The global surge in mobile- friends, so they like to create and doing it; now it’s the norm to send based social media consumption share their own images. them the photos to prove it. has been enormous, with an aver- “Sharing photos online is just Using Facebook, Twitter, What- age of 350 million photos uploaded one of the ways in which they can sApp, BBM, Tumblr, Google+ and daily to Facebook by its 1.11 billion express themselves, not only imme- any other form of social networking users worldwide (as of May 1 diately but to a wide audience, and media available, we send images of 2013). the youth find this particularly our daily doings and goings-on to The growth of Instagram, the compelling. By posting pics to their friends and family across the world online photo-sharing and social Facebook wall or sharing them in seconds, imprinting a dialogue of networking service that enables with friends, they’re effectively our lives in cyberspace for our users to take photos, apply digital putting their own stamp on the im- choice people to see. filters and then share the snaps on ages they’ve personally created. It Never before has photography a variety of social networking plat- not only gives them recognition, been so easy. No longer do we need forms, was even more rapid. but also instant gratification,” s ays an expensive camera and the Th u l o . knowledge of how to use it to take Photomania is less to do Innocent Mukheli, one of three photos; nor are we restricted by artists of I See A Different You col- having to buy rolls of film, or to with an interest in others’ lective from Soweto, who use pho- spend time and money having photography to portray South Africa as tos developed. lives, and more to do with they see it, says it’s really cool that For the average person, photog- youths’ desire to contribute people, particularly the youth, are raphy has completely changed in not shy about taking photos and ID form and functionality. It’s not the to everything they can, and, sharing images that reflect their intimidating science it used to be, l ive s . We Are. wherever possible, control it which required knowledge of man- “It’s great that photography has ALONGSIDE GENERATION comprehend. Their entire life is ual adjustment and lighting tech- Launched in October 2010, the ser- not only become more accessible, NEXT this year, for the first time, shared for the world to see. nique. It’s now affordable, immedi- vice boasted more than 100 million but has become an effective way of the call went out for the youth to “As we hoped, interesting per- ate, uncomplicated – and accessible active users by February 2013, just communicating for everyone, offer their insights through the spectives of cities, and amazing tal- to all. two-and-a-half years after launch- rather than just for professional eyeof thelens.And so thefirst ent, have emerged, and the major Most of us now go about our dai- ing. No surprise that the company photographers. Cellphone apps youth photography competition difficulty will be finding a winner ly business with a camera in our was acquired by Facebook – fo r have made photography less over- was born. come June 16,” Oelschig says. pocket or handbag, without giving around $1 billion. whelming or intimidating for the According to Dean Oelschig, As mobile cameras continue to it a second thought – our cellphone HDI Youth Marketeers commu- everyday user. Mobile apps have creative strategy director of Halo, develop, it is hoped that this cam- and our camera are one device. In nications and publicity manager taken the complexity out of pho- two major trends guided the think- paign will continue, forming a fact, nowadays it’s pretty safe to say Mokebe Thulo says the unprece- tography, so that anyone can now ing for this campaign. First, “urban- benchmark for the ever-improving that if you don’t have a camera on dented “photomania” of social net- take good photos. i s at i o n ” has resulted in new cultur- standard of youth photography in your cellphone, you’re stuck in the working is all to do with the youth “Of course, a cellphone camera al patterns taking shape in our South Africa – and with it, a true dark ages. interacting with peers, engaging isn’t for professional photography, cities, and it’s a way for the youth to all-round depiction of what the The fascination with photogra- and showing how cool they are. but it certainly has its place – it’s express the stories of their city and youth want. phy seems insatiable, particularly “This photomania is less to do ideal for people who want to have surrounds. Second is the idea of among the youth. Sharing photos with their interest in others’ l ive s , fun snapping photos, connecting, “photomania”. “The youth of today ý Some of the competition via social media is the hottest thing and more to do with their desire to and sharing life moments with are the ‘sharing generation’. Priva- entries have been used in since Bieber was out of nappies, contribute to everything they can, friends and family,” says Mukheli. cy is something difficult for them to this publication. 14421 MARKS THE HOT SPOT

According to the young generation, Mugg & Bean is the hottest spot to chill out with friends. That’s because we serve our famous Bottomless Coffee piping hot all day, and we offer free wiﬁ, so you can catch up with your friends, even when they’re not there. Thanks for voting for us in the “Coolest Coffee Shop” category, you’re all stars!

facebook.com/MuggandBeanSA @Mugg_and_Bean First National Bank - a division of FirstRand Bank Limited. An Authorised Financial Services and Credit Provider (NCRCP20). *Sunda While italways feelsgreat to beappreciated, itfeelseven better to give thanks.We thought we’d by saying we love start you too, in the coolest way we know how. We’re humbled to once againbevoted SA’s coolestbank*by SA’s coolestpeople, the youth. www y T .fnb.co.za < ime s G enera ti on N ext S urvey 2 012 &2 013. 3 U2

MetropolitanRepublic/10588/E 6 Stirring theA N A LYSpot I S Andrew Gillingham C O N T R OV E R S I A L

AN INCREASING NUMBER of ADVERTISING: DOES companies are engaged in controversial advertising, or what might IT WORK OR NOT? be termed conflict marketing, taking a stance that is designed to pro- “random” or not on point. “Yo u n g voke a reaction from their target people must be seen as a very audience. However, such tactics do tough and critical audience. not always result in a favourable re- “We run another survey that is sp o n s e . specifically about advertising and Jason Levin, managing director branded communication. Year af- of HDI Youth Marketeers, says it is ter year, the No 1 connector is that becoming increasingly difficult to a good advertisement must be fun- attract attention in a market flood- ny, and second is that it must be ed with colliding marketing mes- ‘su r p r i s i n g ’. s ag e s . “This is what marketers are try- “Marketers need to elbow their ing to achieve with controversial way into the consumer’s home, and advertisements. ‘Surprising’ fo r achieving this objective is calling young people comes out of contro- of parental disapproval. Sexiness is pens while the topic is fresh and branded as “fail” in the youth mar- for more inventive tactics,” L ev i n versy or ideas and concepts that a no-no: overt sexual messaging very much in the public eye. ket. In addition, young people are s ays . are genuinely edgy,” Levin says. gets rebuked, and subtle or covert “The timeline for this type of ad- not impressed by brands whose on- The extreme methods used by That is one danger; the other is messaging can provoke an even vertising is even tighter for young ly leg up on the competition is on some companies can run the danger the potential backlash poorly con- stronger reaction from parents, as people. They love topical advertis- the back of another brand. of creating a negative response, but ceived campaigns can generate it can be seen as being more under- ing that is opportunistic and out In other words, comparative ad- that is not always a bad idea. from “n a n ny ” parents who find handed. while the subject is hot. However, if vertising does not usually work, as “Up to a point, ‘any publicity is some brands’ messages inappropri- “We have seen a lot of cam- young people feel that brands good publicity’, and that point is in- ate for the age group being target- paigns that are trying to be edgy should be discussing their own creasingly further out,” he says. ed; they find the advertising offen- and sexy. However, we are in a Marketers need to elbow product’s features and benefits, “Trying to be edgy or controversial s ive . country where there is a high in- their way into the consumer’s and not the demerits of other to create a breakthrough in the “The Advertising Standards Au- cidence of rape, teen sex, unpro- brands. “There are exceptions, youth market is probably the right thority (ASA) takes such com- tected sex and premature sex, and home, and achieving this such as some spoof advertisements strategy, as in many ways this is the plaints more seriously than even it is easy for a brand to get it objective is calling for more where one company derides the ef- most over-stimulated market seg- more dramatic advertising aimed wrong.” forts of another. If this is done in an ment. However, you run the risk of at, for example, 45-year-olds,” While conflict marketing is inventive tactics amusing way it can really do well,” generating some backlash if you get Levin says. challenging, there are brands that he says. it wrong.” He points out that the discus- get it right consistently. Nando’s is you are even a day or two late, they Sometimes even using apparent Late teens, particularly, are in a sion about material that is age-in- an obvious, but good, example. The have already read 150 jokes about it taboos can work, when it is done in life stage characterised by deep appropriate is growing stronger brand has, for years, run advertis- online and the topic is now ‘lame, the right way. “The current series bouts of “jaded and judgmental”, and covers areas ranging from ing that pokes fun at topical tired and too late’.” of Chicken Licken television ad- and there is a danger of getting song lyrics to brand messaging. eve n t s . Levin adds that “me too” a dve r - verts are beautifully produced, a “lame” or “fail” slapped because “Some of the content featuring “If something happens, there is tising, which copies other brands’ little bit edgy and get you chuck- they think the marketing is just sex-related messages can fall foul a Nando’s advert about it. This hap- campaigns, is another way to get ling.”

COOLEST BANK I’d like to thank my buddies, Ben and The talkability factor Emily. And all of my friends out there... David Jackson FNB SHOWS CREATIVITY DESPITE FNB’S b e g i n n i n g - o f - t h e - ye a r IN BECOMING A roasting from the ANC over the bank’s use of you know who you are peeps! I’d like video clips to promote its “You Can Help” TV ‘BRAND-PLUS’ BANK campaign to youth, this year’s Sunday Times Generation Next survey firmly entrenches firmly in at No 5, and has been closing the gap to thank all of the Moms for doing the FNB in top position as SA’s Coolest Bank for on the big four banks.” the second year running. Bernice Samuels, chief marketing officer Jason Levin, managing director of HDI for First National Bank, says that in the past, shopping. The factory workers for putting Youth Marketeers, says that three or four “cool” brands tended to be luxury and as- years ago, the youth viewed the banking sec- pirational brands that were inaccessible to tor as a “p a r i ty ” category – with all banks everyday people. “Today, ‘cool’ is about being the delicious chocolatiness into Coco Pops. perceived to be basically offering the same accessible, with benefits that are achievable services. No one bank effectively succeeded for everyone.” in breaking this mould, he says, until FNB Typically, she says, media and technology The cows for making the milk that goes achieved this at a communications level companies are regarded as being “cool” in the through its “irritating, but memorable” S t eve new age, as opposed to the typical consumer character. This campaign was coupled with products of old. “It’s nice to see that as a bank, chocolatey. And of course the kids that sit various innovations, such as offering youth an we are recognised in the company of tech- iPad if they opened an FNB bank account. nology and media greats.” Before this breakthrough, FNB was tra- Samuels says that in a global context, suc- every morning at the breakfast table and ditionally missing out on the top spot in a cessful business brands are innovative, pos- category that had been dominated by Absa sess style and are authentic and unique. for six years, on the basis of market share. “From a brand perspective, in the manner in don’t get up till their bowl is empty. I love But, bolstered by their new wave of pro- which we represent who we are, our belief motional and communications campaigns, system and our value proposition, you could with the much-discussed Steve character probably tick all of those boxes.” you dudes, I really love you man… very much to the fore, FNB attained top spot She says today’s younger generation is last year – a position they have retained and looking for more than a commodity called a consolidated in this year’s su r vey . bank account. This includes ready access to Levin notes that there was a great deal of smart devices such as iPads and tablets. “Th e “t a l k ab i l i ty ” among youth around the FNB concept of putting your bank branch in your brand during a period of about three weeks hand is a highly appealing notion; that sends earlier this year, as HDI was conducting its out a message that banking is mobile and is field research work and the rumpus over not constrained to a physical location.” FNB’s “I have a dream” advertisement on TV FNB has been creative in becoming what reached its zenith. she terms a “brand-plus” bank. “The ‘plus’ is “There was definitely an FNB buzz going the engagement, the experience, the value on at the time. But from the younger respon- proposition, and the access to facilities and dents in the survey, in particular, their take services – such as getting up to 15% back on on that would have been more about there fuel purchases through our reward pro- being lots of word-of-mouth being put about gramme, or enabling customers to send mon- on FNB than a principled position either way. ey to recipients who do not have a bank ac- But, as a result, the FNB brand was partic- count, using their cellphone number as a ularly topical during this year’s field work.” p r oxy . Levin says that from a youth perspective, “It’s not that young people are in love with FNB is perceived as an innovator, an image FNB – rather, that we are relevant to their that has been boosted, to a large degree, by its needs. We’ve been significant in the way in iPad offer to young people who open an FNB which we have embraced digital channels and bank account, he suggests. the social media, and have made smart de- “As soon as parity was broken in the bank- vices available to those who might otherwise ing category, we saw FNB progress very have not been able to access them. We don’t quickly to the top. Similarly, three years ago, regard any one channel as superior to an- Capitec was a fringe player in the category; other – we offer them as convenience choices then it sneaked into the top 10 and is now from which our customers can choose.” 7 COOLEST SA COMPANY Girls and boys – it’s showtime! prise. “It’s a glamour brand and it’s a satellite; we have products that can TECHNO-SAVVY KIDS showbiz, entertainment, bright be consumed on multiple digital de- AND PRE-TEENS SEE lights, big city-type phenomenon … vices – from tablets to phones to all of the things that township kids Walkas – and we have several digital DSTV AS A HIGHLY aspire to, where DStv has huge as- access points to our entertainment, pirational appeal, in common with such as DStv On Demand (Catch Up) VISIBLE BRAND the younger age group in general.” or BoxOffice. And, of course, we are He says the fact that DStv’s suc- very active in the social media space. David Jackson cess has been heavily driven by kids This is key, because this is where the of primary school-going age, along youth of today are. ON YOUR MARKS, stuffy corpo- with pre-teens, versus the older teen “So we see social media as a core rates! Generation Next is in town – or young adult vote, is notable. component of our engagement with and if there is a new gadget or wid- “Young adults’ preferences are customers, be it Twitter or Face- get on the market that does some- much more for brands such as Apple book, or any other platform. And we thing no other device can do, then and even Woolworths, ahead of are looking at how we can enable t h at ’s cool – and it translates into the DStv. But kids see DStv as a highly what we call ‘content discovery’ – buying preferences of many of to- visible brand, a great employer and helping customers to see and expe- d ay ’s youth. community brand – and it’s the home rience the vast array of content that The sweeping surge of modern of many of their favourite characters we have for them. Social media tools technology – from iPhones and iPads and shows.’’ and platforms definitely help with to tablets and Walkas – has been a He says that while suburban kids t h at . telling factor in the Coolest SA Com- and pre-teens are likely to be tapping “Typically, we would tweet out pany category of this year’s Gener- into interactive services such as Box- content, announcing that a particu- ation Next survey. Companies that Office and Catch Up, township kids lar programme will commence on air are eschewing the march of digital who have access to a limited DStv on a particular date, and feedback is technology risk losing market share bouquet, or less, without sophisticat- received from consumers indicating among much of today’s younger gen- ed PVR-style decoders, will never- n Pay falling from position 7 to 11. keting and sales officer for Multi- their reaction to it. In this way, a eration, research suggests. theless be passive TV watchers, KFC has fallen out of the order, while Choice, which markets and dis- conversation is starting to happen This year’s Coolest SA Company spending many hours in front of Coca-Cola has dropped down slight- tributes the DStv offering: “As a with our customers,” he says. is DStv – up from third place last their television sets. ly. But a company that has made its company that provides entertain- “We also have really cool on-air year and ahead of last year’s winner, While DStv makes good use of presence felt in this category, with a ment, our mandate is to make sure promos that talk about what’s com- BMW, in second place. animated characters and showbiz pronounced leap this year, has been that we entertain – and we aim to do ing up, and a number of humorous The vote in favour of DStv was stars to promote its content to Apple. “Three years ago Apple was a that across the board. We are pro- advertising spots on air that use hugely swayed by the techno-savvy youth, in the pre-teen age group fringe brand for youth; now it’s a viding genre-based entertainment, great characters such as Prudence, kids and pre-teens interviewed as (ages 10-1‘ ), in particular, there is mainstream brand that is perform- be it movies or kiddies’ cartoons or among others.” part of this year’s comprehensive re- also huge interest in sport, with ing well across many categories.” celebrity-type content, that appeals Adds Camerer: “We try to have a search package. SuperSport’s communication and The Coolest SA Company cate- to youthful viewers, and we are pro- lot of fun on the platform. We offer Jason Levin, managing director programming a huge attraction. gory has for several years been dom- gramming it in a way that is appeal- something for everyone and there of HDI Youth Marketeers, says There have been some notable inated by BMW, which has slipped to ing and relevant to them.” are very few other entertainment op- D S tv ’s scooping of the pool in this shifts in the Coolest SA Company No ‘ this year. DStv is a digital organisation, he tions that provide that kind of spec- category does not come as a real sur- category, Levin points out, with Pick Says Simon Camerer, chief mar- points out. “We transmit via digital trum.”

Q&A Minnie Dlamini

What do you look for in an ideal partner? Someone who makes me laugh, is athletic and an all-out nice guy.

What makes you laugh? The guy walking on the street who trips and falls. I’m always laughing. And Anele Mdoda from 94.7 Highveld is hilarious.

If you could have dinner with anyone, living or dead, who would it be? Beyoncé. She’s all things fabulous. I need to ask her what her secret ingredient is.

What are you listening to? Right now I am obsessed with B l u r re d Lines from Robin Thicke.

What’s your favourite gadget? My iPhone – it’s Instagram on the go. I love how nifty and handy it is, and it takes great What’s your favourite clothing brand? pics. Plus, it doesn’t die like previous I like anything that’s unique and looks phones I have had. It’s reliable and I good. Designer Asanda Madyidi makes all couldn’t live without it. my red-carpet looks. They’re always one- of-a-kind pieces and on trend. What’s your worst habit? I have word vomit and sometimes I talk Who are your favourite actors? without thinking. Too many to mention. But I’m working on a new show with Connie and Shona Fer- Your best quality? guson for Mzansi Magic called Rockville. I’m really honest – what you see is what Th ey ’ve gone from being actors to pro- you get. ducers, which is very inspirational. The 10- part series starts in June. Who would play you in the movie of your life? Maybe Taraji P Henson. I met her and she What’s your favourite TV show? was awesome. Kerry Washington, maybe. I love watching The Kardashians. It’s such fun and I don’t have to have my thinking Best travel destination? cap on – it’s pure escapism. I love Durban. It’s stunning, the weather is great, I can always swim and it’s nostalgic. Tell us a secret about yourself? I wear my emotions on my sleeve; I’m an Favourite food? open book … My secret talent is that I can Anything with meat. I even tasted sing and play the piano. I love musical the- crocodile once. atre, but I will never do it. How do you keep in shape? What do you collect? I eat really well. And I try to exercise. I play I’m not really sentimental, but I have a tennis as often as I can. shoe fetish. Louboutin shoes are my weak- ness and I have a rather unhealthy col- What are you afraid of? lection of them. My biggest fear is not doing my best and not reaching my potential. W h o’s your style icon? I love Grace Kelly’s classy and regal, old What makes you sad? school-era style. I wouldn’t necessarily do People who complain too much instead of Rihanna’s style, but I love that she isn’t appreciating the good stuff. afraid to take fashion risks. – Nikki Temkin 8 COOLEST CLOTHING BRAND Word on the street THE LINES BETWEEN SPORTSWEAR AND FASHION ARE BLURRING

Nikki Temkin pushed the Adidas Originals and ac- but is no less aspirational,” affirms tion sports business substantially,” Davies. The South African youth are THIS YEAR, the Generation Next says Davies. taking inspiration from this, but youth brand survey demonstrated Then there’s the sporting factor. putting their own spin on it as an an interesting trend. In the Coolest Every kid wants to be a Cristiano expression of their originality. Clothing Brand category, Nike was Ronaldo or Itumeleng Khune. The But it’s not just the sporting voted first, Adidas second and lifestyle of athletes is aspirational. icons influencing the trend. “Global Guess had dropped to third place. They want to look and live like superstars (ASAP Rocky, for exam- More than ever, South African them. ple) choosing to wear a brand like youth are seeing sportswear brands “Sport, or rather the emotion of Adidas on stage and in music videos as fashion brands – sportswear be- sport, together with digital access, inspires the youth market to want to comes streetwear. has allowed athletes to have a voice. emulate the look, and pushes Adi- As HDI communications manag- It’s given them global reach and cat- das Originals from sportswear to er Mokebe Thulo explains: “It has apulted them into celebrity status,” streetwear to fashion,” s ays something to do with accessibility. explains Nike brand director, Anwar D av i e s . These sports brands are more af- Jappie. Athletes have influence be- The lengths some brands will go fordable than Gucci or Boss, making yond the field of play; they’re style to in order to reach their target mar- it easier to look fashionable.” But, icons and a point of reference in ket enhance the crossover from there are other factors. fashion. sports brand to streetwear, too. “It’s “The South African youth con- He adds: “It’s a global trend. Ath- become cooler to be in the heart of sumer has become more fashion- letes are celebrities and have a ma- the city – often the CBD. Sportswear aware, and more concerned with jor influence on youth style.” brands are increasingly aware of how they look and how they present And many sporting icons cross this, and use every opportunity to themselves to the world,” says Adi- over into the realm of fashion. jump onto the bandwagon and get das head of style, Stuart Davies. He Davies notes: “Lots of sports stars i nvo lve d , ” says Thulo. For instance, adds: “Adidas Originals has its her- are playing in the fashion and style Str.Crd (Street Cred) is an annual itage on the sports field, but through world. They’re taking care of how event that happens in Cape Town unique and original interpretations they look and embracing personal and Joburg, focused on bringing of classic items, we bring some of grooming. These stars wear Adidas fashion to the inner city through these elements from the catwalk to on the field of play, but choose Orig- promoting style and culture. Run the streets.” inals off it,” he says. Jozi, which also takes place in the For many youth, high fashion Sportswear has become more ac- city, is another example. The event Sport, or rather might seem unobtainable, but ceptable as everyday wear, and so offers participants trendy tees to the emotion of sports brands offer a more acces- more retailers are stocking ac- we a r . sible entry into the world of fashion. tivewear products. “You can now be “Nike creates epic experiences sport, together with Recently, an influx of international cool, comfortable and fashionable at for everyday athletes, as seen with fashion brands has entered our the same time,” explains Thulo. the recent Nike 10km races. We’ve digital access, has malls. For example, David Beckham has created a running revolution, en- allowed athletes to “The exponential growth of the modelled for many different fashion abling novice runners to experience lifestyle market, due to the arrival of brands. “This brings those fans from running in a new light,” ex p l a i n s have a voice global fast-fashion chains, has sportswear to streetwear/fashion, Jap p i e .

TREND Andrew Gillingham COOLEST COMPUTER BRAND APPLE’S STRATEGY THE APPLE BRAND is winning increasing favour among South OF MAKING Africa’s youth, and even in poorer CONVERTS REALLY communities, the Apple brand has Big screen become one to which young people WO R KS aspire. While Apple’s appeal may be greater in some of its product Mac attack rules lines than others, its range of prod- to learn, interact and even read.” ucts still share the same aspiration Tim Walter, chief strategy offi- CINEMA STILL ENTHRALS va l u e . cer at Nashua Mobile, says the ap- Michelle Lissoos, managing di- plications available for Apple de- Alf James rector of Think Ahead Education vices are one of the reasons for the Solutions (the education partner of c o mp a ny ’s success – not just their CINEMA REMAINS COOL for the Ap p l e ’s local distributor, Core availability, but also their rigorous youth, according to moviegoer de- Group), says Apple’s appeal goes approval process. mographics, with 1‘ to ‘ 4-year-olds beyond the cache associated with “We have just been through the continuing to oversample in movie- the brand, and it is becoming more process ourselves; it is not easy and going versus their proportion of the accessible to a broader range of it takes time. There are over 1 mil- p op u l at i o n . yo u t h . lion approved applications that are “With many moviegoers now “Once people start using Apple available and they work. That is a viewing films in 3D, these attendan- devices, they find they are intuitive, significant application base for ces skew towards younger movie- user-friendly, extremely function- users and increases the function- goers, indicating that the youth al, and open up the door to different ality of their Apple devices signif- have identified that 3D movies are worlds. Apple is the door to edu- i c a n t ly , ” Walter says. ‘cool’ to watch,” says Mark Harris, cation, games, news, communica- He believes that as long as Apple content and marketing executive at tion, social media, and sport – all in remains true to Steve Jobs’ vision of Nu Metro Cinemas. “Of the Top 10 a device that is highly mobile and beautiful devices that are highly films released in South Africa in easy to use,” Lissoos says. functional, the company will contin- ‘ 01‘ , five of these films’ primary Think Ahead focuses mainly on ue to gain converts. target market was the youth.” the iPad, working with over ‘ 00 Jason Levin, managing director Doug Place, marketing execu- schools across the board – rural, of HDI Youth Marketeers, adds that tive at Ster-Kinekor Theatres, says township, private, mainstream and Ap p l e ’s strategy of making Apple cinema continues to enthral and special needs – in maximising the converts out of every customer that enchant audiences of all ages, from d ev i c e ’s uses in education. buys one of its products has really youngsters to the aged. Lissoos says the Apple eco-sys- worked for the company. As a con- “The advances in technology tem and the interoperability of its sequence, it is not unusual for high- such as 3D, exciting animation, all- devices allow young people to con- er-end young adult consumers to around sound and the complete nect readily between devices and own a range of Apple products, digitisation of our screens ensure each other. And users are not con- from iPods to computers and cell- that audiences including the youth fined to Apple products in terms of phones. are continually entertained and im- this connectivity, as the brand’s But even township children who mersed in what they are watching products also interact with other It is how they interact with their world do not have any Apple Mac prod- on the big screen,” says Place. m a n u f a c tu r e r s ’ devices. She adds devices have among the youth. “Teachers create new, fresh les- ucts aspire to own them. “Th ey However, despite technological that this communication is becom- “Content consumption on these de- son content on their iPads and know that these silver devices are developments, the popularity of ing more sophisticated and data- vices is very easy, including a share it with their students, and an beautiful and desirable. cinema is still dependent on the en- rich. broad range of apps. Users can increasing number are teaching “It started a while ago when tertainment value of films’ plots, “In the schools, many of the share files, swap and copy across from their own content rather than ‘iKasi ex-pats’ came into the town- Harris adds. youth use their Apple devices to do material, and engage with the context books. From that one device ships to visit family and friends, “In the words of the great di- a lot of content creation, which they tent. they become content facilitators bringing their iPhones and iPads, rector, producer, screenwriter and share with their teachers, school- “They Google quickly, down- and producers who can develop and this enhances the allure of the editor, James Cameron: ‘No matter mates and friends around the load music, and check out a viral new and exciting material, blog, Apple brand,” Levin says. what technological advancements wo r l d . ” In this way, communication video. Some even take it to the level communicate, and update their stu- And these products are not al- come around, the basic core of is becoming increasing visual as of hopping on to the Gautrain so dents.” ways out of reach. As more people movies will never change. Ulti- youth make their videos and story they can go to airport and link into She adds: “Being able to receive begin replacing previous Apple pur- mately it boils down to a good story books, and share them via appli- the free wi-fi to download content. multimedia lesson content and in- chases, so their old devices may be well told, a good script, and great cations such as Instagram. “It is how they interact with teract with it on their Apple device sold or handed down to young fam- performances. That will not be that She says the Apple eco-system is their world,” Lissoos says. adds another level of interest for ily members. “Last year, the de- different even 50 years from now’. also seen as being very trendy – Many teachers are also taking students, and by using their mand for Apple iPhones and iPads This is especially so for the youth, adding to a person’s coolness factor advantage of this interest to create favoured channel of communica- wa s n ’t as pressing, but the buzz on who will always have a need for a – and that enhances the appeal the their own content for lessons. tion there is a greater willingness the street has grown,” Levin notes. shared public movie experience.” JHB 41432

Thanks for making us one of the coolest brands in South Africa. 10 ANIMATED BRAND/ THE YOUTH SAY THESE ARE THE... OVERALL BRAND WINNER ENTERTAINMENT CHARACTER

BlackBerry SpongeBob BMW Phineas & Ferb Apple Goku Coca-Cola Hello Kitty Kings of cool McDonald's Smurfs Samsung Ben 10 Nike Johnny Bravo Mr Price The Powerpuff Girls Mercedes Benz Spiderman adidas Batman

0 5 10 15 20 25 30 0 2 4 6 8 10 12 14 16 18 All Kids (8-12) Teens (13-18) YYoung Adults (19-23)

BANK BIRTHDAY WISH BRAND SLOGAN BREAKFAST CEREAL

FNB R10 000 clothing voucher Just Do It (Nike) Kellogg's Coco Pops Standard Bank iPad/tablet I'm lovin it (McDonalds) Kellogg's Corn Flakes ABSA Money Impossible is Nothing (adidas) Nestlé‚ Milo Nedbank Blackberry Gives you wings (Red Bull) Jungle Oats Capitec Bank Car So Much More (DStv) Kellogg's Rice Krispies Barclays Bank iPhone So Good (KFC) Weet-bix Open Happiness (Coca-Cola) ProNutro African Bank Laptop / Computer Join the Evolution (Mxit) Kellogg's All-Bran Old Mutual Bank Happiness S Have a break. Have a KitKat Nestlé‚ Cheerios Investec Bank Play tation 3 The power is in your hands (Cell C) Jungle Energy Crunch Muesli Post Bank Driver's Licence 0 5 10 15 20 25 0 2 4 6 8 10 12 14 16 0 2 4 6 8 10 12 14 16 18 0 5 10 15 20 25 30

CARTOON SHOW CELLPHONE CELLPHONE APPLICATION CHEWING GUM

Phineas & Ferb BlackBerry Blackberry Messenger (BBM) Infinity

The Boondocks Apple iPhone WhatsApp Orbit Dragon Ball Z Facebook Dentyne Nokia Spongebob SquarePants Mxit Chappies Samsung Tom & Jerry Google Airwaves Sony Ericsson South Park Twitter Stimorol HTC The Simpsons Angry Birds 5 Gum Scooby-Doo LG Opera Mini Clorets Skype Ben 10 Motorola Big Time Instagram Kick Buttowski Other Bubbaloo 0 5 10 15 20 25 0 5 10 15 20 25 0 2 4 6 8 10 12 14 16 0 5 10 15 20 25 30 35 40

CHOCOLATE CLOTHING BRAND CLOTHING STORE COFFEE SHOP

Bar One Nike Mr Price Mugg & Bean Ferrero Rocher adidas Edgars McDonald's Mc Kit Kat Guess Sportscene Wimpy Cadbury Bubbly Sissy Boy Woolworths Milky Lane Cadbury Top Deck All Star (Converse) Identity Nescafé Aero Gucci Jay Jays News Café Lunch Bar Puma Markham Wild Bean Café PS Louis Vuitton Truworths Vida e Caffé Lindt Lindor Uzzi YDE House of Coffees Flake Billabong Foschini Nino's 0 2 4 6 8 10 12 0 2 4 6 8 10 12 14 16 18 0 5 10 15 20 0 5 10 15 20 25

CONSOLE/ COLD DRINK COMMUNITY PROGRAMME COMPUTER BRAND COMPUTER GAME

Coca-Cola Add Hope (KFC) Apple Mac FIFA 13 Appletiser Soul Buddyz Samsung Need For Speed Iron Brew MySchool (Woolworths) Sony The SIMs Fanta Pick n Pay School Club LG God of War Twist M-Net Cares HP Call of Duty: Other Sparletta Creme Soda Shout SA Acer Pacman LiquiFruit Clean-up South Africa Dell Mario Bros Tekken Lipton Ice Tea Generation Earth Toshiba Lenovo Solitaire Sprite Lead SA Sahara Call of Duty: Modern Warfare Stoney Ginger Beer Big Walk (Discovery Cape Times) 0 5 10 15 20 25 30 0 5 10 15 20 25 0 5 10 15 20 25 0 2 4 6 8 10 12 14 16 18

CURRENT TV PROGRAMME DAILY NEWSPAPER DAIRY PRODUCT DEODORANT MALE

Generations Daily Sun UltraMel Custard AXE Vampire Diaries The Times Yogi Sip Playboy Dragon Ball Z The Star Nestlé‚ Milo Hugo Boss Top Gear Daily News NutriDay Nivea for Men The Boondocks Sowetan Nestlé‚ Nesquik adidas Rhythm City The Voice Inkomazi Shield Big Bang Theory Cape Argus Clover Mmmilk English Blazer ICarly The Citizen Danone Brut Gossip Girl Die Burger Clover Tropika 24 Seven South Park The Mercury Clover Super M Solo 0 2 4 6 8 10 12 0 5 10 15 20 25 0 5 10 15 20 25 0 5 10 15 20 11 DEODORANT FEMALE DOMESTIC AIRLINE EAT OUT PLACE ENERGY PRODUCT

Dove Spur Red Bull SAA (South African Airways) Playgirl Nando's Monster Energy Drink Shield Ocean Basket Energade Mango adidas Steers Play Hoity Toity Wimpy Powerade BA (British Airways) Pink Happiness Mugg & Bean Bar One Nivea Panarottis Vitamin Water Kulula.com Fire & Ice Primi Piatti Nestlé Milo Yardley Ribs and Rumps Jungle Energy Bar Other Exclamation! News Café Lucozade

0 2 4 6 8 10 12 14 16 0 5 10 15 20 25 30 0 5 10 15 20 25 0 5 10 15 20 25 30 35 40

FEMININE HYGIENE FAST FOOD PLACE PRODUCT FRAGRANCE GROCERY STORE

McDonald's Always Guess Woolworths Food KFC Kotex Hugo Boss Pick n Pay Gucci Game Debonairs Li-Lets Dolce & Gabana (D&G) Checkers Nando's Stayfree Pink Happiness Steers Spar Lifestyle Hoity Toity Roman's Pizza Fruit & Veg City Tampax Lacoste Shoprite Fish and Chips New Freedom Calvin Klein Makro Chicken Licken Yardley OB OK King Pie DKNY Other GateRite Kauai 0 5 10 15 20 0 5 10 15 20 25 0 5 10 15 20 0 5 10 15 20 25 30 35

HAIRCARE PRODUCT HI-TECH GADGET HOTEL GROUP INTERNATIONAL CELEBRITY

Protea Hotels Dark & Lovely iPhone Nicki Minaj Easy Waves iPad (Tablet) Royal Hotels Lil Wayne Head & Shoulders Blackberry Sun International Drake TRESemmé Playtation 3 Hilton Hotels Chris Brown Dove Laptop Fire & Ice! Rihanna Sunsilk Xbox 360 City Lodge / Town Lodge / Road Eminem Sofn'free Samsung Galaxy Tablet Holiday Inn Adele L'Oreal iPod Tsogo Sun Justin Bieber Revlon Hair Apple Mac Formula 1 Rick Ross Pantene DSTV Walka 7 Forever Resorts Beyonce Knowles 0 2 4 6 8 10 12 14 16 18 0 2 4 6 8 10 12 14 0 5 10 15 20 25 0 2 4 6 8 10 12 14 16

JOB KIDS TV BLOCK LOCAL CELEBRITY LOCAL COMEDIAN

CEO (The Boss) Disney (DStv 303) Trevor Noah Trevor Noah Doctor Disney XD (DStv 304) Mi Casa Leon Schuster Lawyer Nickelodeon (DStv 305) AKA Loyiso Gola Actor / Actress Cartoon Network (DStv 301) Leon Schuster David Kau Own Business (Entrepreneur) YOTV DJ Cleo Barry Hilton Engineer Disney Junior (DStv 309) Big Nuz Riaad Moosa Sportsperson Craze (Etv) DJ Fresh Chris Forrest Fashion Designer Boomerang (DStv 302) Jack Parow Kagiso Lediga DJ (Club or Radio) KidsCo (DStv 308) DJ Sbu Whackhead Simpson Accountant Cartoonito Bonang Mark Lottering 0 2 4 6 8 10 12 14 0 5 10 15 20 25 30 0 2 4 6 8 10 12 14 16 18 0 5 10 15 20 25 30 35

LOCAL FEMALE LOCAL HOLIDAY LOCAL DJ (RADIO OR CLUB) SCREEN STAR LOCAL FUN DESTINATION DESTINATION

Black Coffee Minnie Dlamini Gold Reef City Cape Town DJ Fresh Sophie Ndaba (Queen, Sun City Sun City DJ Zinhle Jeanie D uShaka Marine World Durban DJ Cleo Bonang Matheba Nu Metro Kruger National Park DJ Kent Dineo Ranaka Grand West Johannesburg DJ Sbu Sonia Sedibe (Ntombi, Carnival City Port Elizabeth DJ Euphonik Terry Pheto Sun Coast Casino Drakensburg DJ Tira Connie Ferguson Montecasino Umhlanga Gareth Cliff Diaan Lawrenson (Paula, 7de Ratanga Junction Warmbaths (Bela Bela) DJ Clock Katlego Danke Virgin Active Ballito

0 2 4 6 8 10 12 14 16 0 2 4 6 8 10 12 14 16 0 2 4 6 8 10 12 14 16 18 0 5 10 15 20 25

LOCAL MUSIC STAR (BAND LOCAL MALE SCREEN STAR OR PERSON) LOCAL SPORTSMAN LOCAL SPORTSWOMAN

Trevor Noah Mi Casa Chad Le Clos Natalie du Toit Leon Schuster The Soil Itumeleng Khune Caster Semenya AKA Liquideep Siphiwe Tshabalala Roxy Louw

DJ Sbu Big Nuz Oscar Pistorius Amanda Dlamini DJ Cleo Bennie McCarthy Menzi Ngubane (Sibusiso, Penny Heyns Gareth Cliff AKA Steven Pienaar Lee-Ann Pace Zola Lira AB de Villiers Jennifer Khwela Chris Beasley (Len, Isidingo) Goldfish Bryan Habana Noko Matlou Toya Delazy Lungile Radu Hashim Amla Parlotones Bridgitte Hartley Mo Flava Graeme Smith 0 2 4 6 8 10 12 14 Anriette Schoeman 0 5 10 15 20 25 0 2 4 6 8 10 12 14 16 18 0 5 10 15 20 25 30 35 12 MAGAZINE FEMALE MAGAZINE MALE MAKE UP BRAND MOTOR VEHICLE p OU 8,99 YOU Top Gear Avon BMW ar 11,08 Teen Zone Car Yardley Mercedes Benz p Gear 20,88 Seventeen YOU Revlon Audi Drum Speed and Sound Justine Range Rover People Drum MAC Volkswagen (VW) True Love FHM L'Oreal Jeep Glamour Men's Health Elizabeth Arden MINI Cosmopolitan True Love Pond's Land Rover Move Teen Zone Clinique Hummer Vogue People Estée Lauder Toyota 0 5 10 15 20 25 0 2 4 6 8 10 12 14 0 5 10 15 20 25 0 5 10 15 20 25

MUSIC RETAILER ONLINE/ PHYSICAL STORE ONE HOUR TO WATCH TV? PETROL STATION RADIO STATION

Musica Movies Engen Metro FM ToxicWap Comedy 5FM Caltex mp3skull Music 94.7 Highveld Stereo iTunes (online) Cartoons Shell YFM Look & Listen Sport Umhlobo Wenene FM BP Tubidy Series Good Hope FM Sasol Nokia Music Store Reality Shows East Coast Radio Soapies ZAMOB Total KFM CNA Sitcoms Jacaranda FM Other Other Waptrick Ukhozi FM 0 5 10 15 20 25 0 5 10 15 20 25 30 0 5 10 15 20 25 0 5 10 15 20 25 REALITY TV SHOW SA COMPANY SA FASHION BRAND SHOE/FOOTWEAR BRAND

SA's Got Talent DStv Ama Kip Kip Nike Idols BMW Aca Joe adidas America's Next Top Model Apple Urban Vans X Factor Woolworths Red Carvella Wipeout McDonald's Ginger Mary Converse All Star Keeping up with the Kardashians Coca-Cola KWAAL Puma So You Think You Can Dance Mr Price Love SA Sissy Boy Fear Factor (International) Vodacom David Tlale DC Jersey Shore Microsoft Young Gifted and Black (YGB Louis Vuitton The Amazing Race SABC Bombshell Reebok 0 2 4 6 8 10 12 14 0 2 4 6 8 10 12 14 16 0 2 4 6 8 10 12 14 16 18 0 5 10 15 20

SHOPPING MALL SKINCARE PRODUCTS SNACK SOAP BAR

Sandton City Nivea Doritos Dettol Canal Walk Avon Simba Chips Lux V & A Waterfront Dove Lay's Protex Gateway Theatre of Shopping Lux Popcorn Dove Maponya Mall Johnson & Johnson Taki's Biltong Nivea Clearwater Mall Bio-Oil Nik Naks Lifebuoy Rosebank Mall Vaseline Intensive Care Fruit Johnson & Johnson The Pavilion Mall Dawn Fritos Sunlight N1 City Clearasil Savlon Eastgate Mall Safari Dried Fruit Pond's Sanex 0 2 4 6 8 10 12 14 Nuts 0 2 4 6 8 10 12 14 16 18 0 5 10 15 20 25 0 5 10 15 20 25 SPECIALIST HEALTH AND SOCIAL MEDIA PLATFORM BEAUTY STORE SWEET TELECOMMS PROVIDER

BBM Clicks Manhattan Sour Worms Vodacom WhatsApp Jelly Beans Edgars MTN Facebook Astros Woolworths Cell C Mxit Jelly Babies Twitter Dischem Pin Pop Virgin Mobile YouTube Red Square Jelly Tots 8.ta Google + Smarties Body Shop Telkom Skype Wine Gums Link Pharmacy Neotel Gmail Speckled Eggs Other Other Halls Other 0 5 10 15 20 25 0 5 10 15 20 25 30 0 2 4 6 8 10 12 14 0 5 10 15 20 25 30 35

THING YOU CAN’T LIVE WITHOUT TOOTHPASTE TV CHANNEL TV MUSIC CHANNEL

Trace (DStv 325) Family Colgate Disney XD (304) Money Trace (DStv 325) MTV Base (DStv 322) Parents Aquafresh Disney Channel (DStv 303) Channel O (DStv 320) Cellphone VUZU (DStv 123) MTV (DStv 130) Sensodyne Love Supersport Channel (DStv Afro Music (DStv 326) School Comedy Central (DStv 122) Kasi Music Tv (DStv 150) Close-Up Friends M-Net VH1 (DStv 323)

Clothes Mentadent P MTV Base (DStv 322) MKTV (DStv 324) Music Nickelodeon (DStv 305) CTV (DStv 77) Happiness Other Sony Max (DStv 128) Other

0 5 10 15 20 25 0 5 10 15 20 25 30 35 40 0 5 10 15 20 0 5 10 15 20 25 30 35

ULTRA LUXURY MOTOR TV SOAP VEHICLE UNIVERSITY OR COLLEGE WEEKLY NEWSPAPER

Generations Lamborghini University of Cape Town (UCT) Sunday Times University of Johannesburg (UJ) City Press 7de Laan Bugatti University of Witwatersrand (Wits) Sunday Sun Yizo Yizo Ferrari Rhythm City University of South Africa (UNISA) Soccer Laduma Aston Martin Isidingo Rhodes University (RU) Cape Argus Rolls-Royce Scandal University of Pretoria (TUKS) Sunday World Porsche Stellenbosch University The Wild Rapport University of Western Cape Muvhango Bentley Sunday Tribune University of Kwazulu Natal (UKZN) Sondag Days of our Lives Lotus Varsity College Other The Bold and the Beautiful Other 0 2 4 6 8 10 12 14 16 18 20 0 5 10 15 20 25 30 35 0 5 10 15 20 25 0 5 10 15 20 25 13 A N A LYS I S IT ISN’T WHAT IT USED TO BE ... IT’S SO MUCH MORE

RadioAntonella Desi annual Joburgrocks Day festival.” “In terms of spending power, the youth Although the target audience of most market is a growing segment. However, A RECENT US SURVEY – the Mindshare stations is not strictly the youth, this mar- they are still a small segment for our ad- Tween Study ‘ 01‘ – indicates that radio is ket segment remains an important one for vertisers. Adults aged ‘ 5-plus, with dispos- still very much alive and well listened to by radio stations to reach, says Naidoo. “Th e able income, remain our core advertising the youth. The study found that an impres- youth have incredible influence in the mar- market. Our strategy for the youth audi- sive 70% of American tweens are tuning ketplace – they are highly brand-conscious ence is to bring them onto our station and into radio, which remains their dominant and they shape trends. retain them as long-term listeners.” source of music – far outpacing smartphones, tablets, satellite TV and iTunes. According to the local radio stations that were voted tops in the latest Gener- ation Next ‘ 013 survey, the picture in South Africa is pretty similar. Says 94.7 Highveld Stereo programme manager Ravi Naidoo: “Radio’s value lies in offering a broader social network, where the connections are real, personable and trustworthy. The medium still forms part of the youth’s listening culture. They rely on radio to be entertained and informed. “Social media complements radio, as it allows for the conversations to last longer and to have a wider reach. And as far as music is concerned, the youth use radio as the key source for discovering new music. Radio is described as ‘the shop window for music’ – they hear the music on the radio first, and then they go to their digital devices to download it.” Kina Nhlengethwa, marketing manager for Metro FM, agrees. “Radio is still very relevant among the youth – unlike smartphones, tablets and the Internet, radio is immediate, interactive and unpredictable in terms of content and music. “South Africa offers a diversity of popular music that is often not available in any of the abovementioned mediums, but it is available via the radio. Metro FM offers that balance that people are looking for between local and international entertainment and information.” Relevant as it may be, what is certain is that radio isn’t what it used to be – it is so much more. Today’s radio is going where the youth is – online – and it is largely in this digital space where the landscape of radio has evolved into something so much bigger than it has been in the past. Nhlengethwa explains: “Radio is no longer a theatre of the mind, like it used to be back in the day. The world is rapidly shifting from analogue to digital; people are consuming more and more digital content on a daily basis, using their mobile phones, laptops, computers and so on. Today, you have to touch your audience in ways where they can have access to your brand imme- diately. Today’s youth is more into the digital space and that’s where we are able to reach them directly.” She says social media has enabled marketers to reach and influence the decisions of their listeners, and that like the youth, Metro FM is very active in this digital space, allowing it to drive listeners from social media to on-air. “By using mediums that appeal to the youth, such as Facebook and Twitter for example, as well as having shows that cater to their taste of music and content, Metro FM is able to maintain a healthy-sized youthful audience.” However, appealing to the youth is not just about everything digital. Nhlengethwa says it is vital that radio stations have an all- inclusive marketing strategy in order to suc- cessfully appeal to the younger generation. “Metro FM has a 360-degree approach to marketing, which looks holistically at all of the touchpoints surrounding our listeners, wherever they are. It not only includes a heavy online component, but also television, radio, print, events and other offline media platforms.” Naidoo notes that the youth market is traditionally a pretty challenging one: “Their needs and wants are well ahead of the curve, so any brand needs to be edgy, quick and on the mark to meet their de- mands.” He says that to remain current and attractive to the youth, radio stations have to eternally be on the lookout for ways to cap- ture and hold their interest. “94.7 does this mainly via its music, competitions, events, and of course, the digital space. A great example of this is the recent Justin Bieber promotion we ran, which was every young Belieber’s dream! The 94.7 brand is very interactive with all of its listeners, and we connect with our young listeners through, among other things, the great events and activations we put together, such as our 14 Q&A J’Something: Mi Casa Which song do you wish you had written? Adorn by Miguel

Who is your favourite musician of all

time? Pic: Soul Candi Michael Jackson. Locally, Black Coffee is a unique artist who sets a great standard for aspiring artists. Musically, I’m enjoying Jimmy Nevis – his energy re- minds me of myself.

What inspires you? My writing either comes from fantasy or from experience, but it comes down to God, my family and friends.

If you won the lottery, what would you do? I’d probably invest quite a bit, and then always give something back and make a difference.

What are you reading? I try to read as much as can. I’ve A N A LYS I S just finished Justin Bieber’s autobiography. I’m a huge fan. What’s your poison? What’s the best gig you ever did? I don’t drink alcohol. I like water I recently played at the Cape and ice tea. Town Jazz festival. It was incredible. I also did a gig at Kirsten- What makes you cry? bosch Gardens. 5 000 people all I hardly cry; I keep it in. I cry The goods life stood up and sang These Streets. more when I’m happy. of life values. The youth of today ‘doing what’s right’, which is no At which music festival would you What’s your favourite TV show? THE YOUTH SUPPORT have got so much more at their fin- longer confined to activists, but is like to play? The Food Channel. I love a show BRANDS THAT ARE gertips and in front of their eyes. very much part of mainstream con- Ultrafest goes with our vibe. called Extra Virgin about Italian Broader knowledge and communica- sciousness. food. I’m also catching up with ALIGNED WITH THEIR tion capacity have generated in- “Consumers in general, and par- Do you have any pets? Suits. creased confidence and expectations ticularly among the youth, are a I just ordered my dream dog: a ASPIRATIONS AND in the youth.” great deal more demanding of the British bulldog whose name will Where is your best travel destination? He says the youth are discern- brands that they support – or don’t. be Charlie Brown. Home to my mom in the Eastern AMBITIONS ing and sophisticated consumers, Social media is the clearest demon- Cape. It’s a beautiful coastal town who support brands that are stration of this.” What car do you drive? and I love the wilderness. Antonella Desi aligned with their aspirations and Dobson says that as South We have a brand relationship ambitions. “Brands that help the African youth are exposed to with Kia, so I drive the Optima. What can’t you live without? EVERY GENERATION laments young generations achieve or iden- wh at ’s happening around the globe Music. I wake up knowing I do the “youth of today”. In the ’50s, the tify themselves with their life val- via the digital media, they share What’s your favourite gadget? what I love every day. kids were listening to the devil’s ues will always be top of mind. We many commonalities with the My iPhone 5 and my camera, a music – Rock ’n Roll. In the ’60s, consider youthful consumers as youth in other major global mar- Fuji Xpro 1. Your ideal partner is… eyebrows were raised by the intro- those wh o have dramatically raised ke t s . A down-to-earth real, curvaceous duction of the pill. In the ’70s … the bar in terms of expectations on Sassoon adds that one differen- If you had a superhero power, what woman, with a good sense of self- well, everything was bad in the ’70s. product quality and the overall tiating character of South African would it be? worth, who likes chilling, smiling In the ’80s, the men’s fashion was brand experience.” youth is its diversity. “To d ay ’s To be invincible. and laughing. too feminine, and in the ’90s, the Michelle Dobson, senior brand youth, regardless of geography, kids were being exposed to the dan- marketing manager for Adidas know what they want and they What’s your favourite clothing What is hilarious? gers of the rave culture. Then, in South Africa, notes that although want what’s cool. The impact of the b ra n d ? The people around me. George the naughties, there were worries the youth are acutely aware of Internet – blogs, social media, on- Converse All Stars. I have loads Lopez and Loyiso Gola are bril- about how the digital age would af- line shopping, and so on – as well as of pairs in all colours. I have a liant. fect the moral fibre of the youth. television, magazines and music, sneaker problem – I can’t stop And today, there is a whole lot of It is not about materialism, have all made the youth more collecting them. Do you have any phobias? hype about whether the youth are but the evolution of life values aware of trends and what’s avail- I’m terrified of spiders, snakes being consumed by consumerism. able, turning them into far more How do you relax? and heights. I’m not very adven- The fact is, from all the gener- brands and labels, their brand lust is discerning consumers. I am addicted to cooking. You can tu r o u s . ations past, the youth have always not necessarily driven by material- “The one identifiable difference follow my cooking on twitter and managed to grow up and survive ism. “It is hard to tell whether this is that young South Africans hold a i n st ag r a m . What do you eat for breakfast? the “terrible” dangers of their par- generation is more materialistic or sense of heritage and pride for their I’ve just lost 10kg on a healthy eat- ticular age. So why the worrying? if it simply has more access to ma- culture and diversity that is unique What’s your worst vice? ing plan, so I eat fruit, yoghurt, The answer is that the youth of terial things, and the marketing of to our country, and this translates Not taking other people’s feel- muesli and egg-white omelette. each generation have their own them, than previous generations. into their interpretation of trends, ings into account. I am straight- unique social structure, fashion Certainly, young consumers have a which are infused with a strong forward, not diplomatic. – Nikki Temkin trends, music, dance moves, meth- far greater choice, access to re- sense of individuality and personal ods of communication and icons sources, brand awareness and op- styl e . ” which the older generation portunities to purchase than ever At the end of the day, product doesn’t truly relate to. But is a b e fo r e . ” drives loyalty, he says.“Adve r t i s - “And in many, lack of understanding a reason to Ronald Sassoon, managing di- ing and brand marketing help to point fingers at their “m at e r i a l- rector of Sissy Boy, says the answer affirm a brand’s image, but if the many, many, ism”, or is it an invitation to find lies somewhere in between con- product is not good, the youthful out more about a culture you don’t sumerism and social awareness. consumer will walk away.” years I know know much about anymore? “On the one hand, the youth are far So, as Dobson explains: “Th e Nike took first place in three cat- more technologically driven and youth are looking for status, ex- there might be a egories in the ‘ 013 Generation Next thereby exposed to global availabil- pression, originality, functionality survey: Coolest Clothing Brand, ity than ever before. On the other and perceived value.” palm pad” Coolest Brand Slogan and Coolest hand, as a result of the global re- In this way, they are forcing Shoe/Footwear Brand. David Car- cession and the environmental cri- brands to continuously raise the Dhiya darelli, general manager for Nike sis, there are very significant sub- bar with regard to quality, value, South Africa, comments: “It is not threads of global consciousness, innovation and social responsibil- about materialism, but the evolution anti-consumerism, fair trade and i ty .

Visit uj.ac.za or uj.mobi 15 COOLEST COMMUNITY PROGRAMME Feed a child, feed the nation “Through our franchisee pro- the Add Hope story to the attention KFC’S ADD HOPE gramme, we get our in-store team of the nation. Manser consumed CAMPAIGN RAISES members to the organisations they half the calories that his body support in their local areas, where would need, eating only the food MILLIONS FOR they get involved in volunteering ef- supplied to children in need along fo r t s , ” says Turnbull. the way. HUNGER RELIEF Since the introduction of the R‘ “The Journey of Hope was a very menu item in KFC stores four years important method of extending the Alf James ago, consumers have contributed awareness of the work that Add R‘ 7 million. To date, Add Hope has Hope is doing across the country. UP FROM THIRD PLACE last year raised R1‘ 7 million for hunger relief. Riaan cycling around the country al- to lead the Coolest Community Pro- All funds are disseminated through lowed people to understand what gramme category in ‘ 013 is KFC’s the KFC Social Responsibility Trust, Add Hope is doing, and highlighted Add Hope campaign, which donates which ensures that 100% of public the issue of hunger in our country funds to 80 organisations around the donations goes towards hunger re- and how Add Hope is trying to make country involved in feeding children lief. The KFC Social Responsibility a difference,” says Turnbull. – a 365-day effort to alleviate hunger trust is funded through KFC cus- “The Journey of Hope is a great and make a difference. tomer donations and a percentage of example of how the Add Hope ini- “KFC Add Hope is successful in the franchisees’ marketing contribu- tiative spreads hope by encouraging that we ask customers to donate tion annually. public participation. Public involve- R‘ across our 700 stores, which al- Turnbull says the primary recip- ment is crucial, as they are the ones lows all customers to be involved ients are children, as they are re- who make the difference through and make a difference by feeding a garded as the future of South Africa their donations to the cause. hungry child,” says Lauren Turn- and need to be nurtured to become “Add Hope has allowed KFC cus- bull, CSI and sponsorships manag- productive players in the economy. tomers to give back to hunger relief er at KFC South Africa. All NGO recipients are carefully in South Africa in their own way. “KFC Add Hope feeds 40 000 chil- screened to ensure that all funding Overcoming hunger is something dren a month, using our customers’ feeds a hungry child. meal at their crèche or school,” s ays aware that they can make a differ- that we are proud to be a part of, and money to ensure that children have The funds are divided among sev- Turnbull. “A well-developed youth ence to a hungry child by donating we know from our customers’ and access to the nourishment they need eral national initiatives (SOS Chil- will be of sustainable value to the R‘ with their purchase. franchisees’ constant support that in order to live, grow and thrive. dren’s Villages, Lebone Care Centre South African economy.” “Feeding hungry children and they feel the same way we do. “The younger generation is very and 1 000 Hills Community Helpers, The KFC Add Hope campaign giving back to the community is “As the world’s population grows aware of those less fortunate than MES and Joint Aid Management) raised R1‘ .6 million in stores last something KFC is passionate about. and the gap between rich and poor themselves, and this consciousness and over 70 community initiatives. year, and franchisees contributed We make sure the system supports increases exponentially, the corpo- allows them to support brands which “The majority of the feeding that R19 million to the trust through a the work we do through KFC Add rate responsibility of giving back to they feel are doing some good work. is done through KFC Add Hope in- percentage of their marketing con- H op e , ” says Turnbull. communities will increase, and the This is why it’s important that KFC volves feeding at early childhood de- tribution. In ‘ 01‘ , KFC embarked on a brands most likely to succeed in this Add Hope closes the loop on where velopment crèches and school feed- “KFC’s Add Hope campaign is campaign with extreme adventurer environment are those that demon- their money goes and the difference ing, because children need to be ed- something we push daily; the infor- Riaan Manser, in the form of a bi- strate significant and tangible CSR it is making to children in South ucated, and those who have not had mation is always present on our cycle journey of 4 100km from Cape results that are genuine and heart- Africa. access to a meal at home can get this menu boards, so that customers are Town to Johannesburg, bringing felt,” adds Turnbull. 16 Q&A What are you reading? The last book I read was an interesting MOTORING autobiography by Muhammad Ali called The Soul of the Butterfly. I like self-help or Chad le Clos inspirational books. What are you listening to? My friend is a DJ and he makes all my music for me. He mixes me a bunch of old- school and hip new stuff for when I travel. Let’s talk cars Locally, The Parlotones are cool. BMW AND TOP GEAR SHOW US WHAT DREAMS ARE MADE OF

What’s your favourite TV show? Alf James management, Dr Norbert Reithofer, BMW E n t o u ra g e is a series about a rock star guy sets standards for products, technologies that I am really enjoying, and The Men- TOP GEAR HAS BEEN named Coolest Mag- and services, as well as manufacturing. talist is very good. azine in the Generation Next ‘ 013 youth “We bring innovations onto the market, brand survey, ahead of YO U , Drum and Te e n we create new segments and visionary de- Who is your best actor? Zone. sign, we turn our customers into fans and we Johnny Depp is an awesome actor, and Pierre Steyn, editor of Top Gear, says the are shaping individual mobility of the fu- Pic: Tebogo Letsie, Sunday Times Pic: Tebogo Nina Dobrev, from The Vampire Diaries. m ag a z i n e ’s success, particularly its attrac- tu r e . tion to the younger generation, is a reflection “This is why our brand is attractive.” What do you look for in a girlfriend? of its ability to provide entertainment, ex- Edward Makwana, manager: group auto- Someone I can be myself around, who I citement, and not just information, for any- motive communications at BMW in South don’t have to try to impress. Someone hon- one with a passion for cars and motoring. Africa, reports that BMW was once again est. I also prefer quiet, reserved girls. I “We use our website and social media to South Africa’s top-selling luxury car brand in don’t like the flirtatious type. keep the conversation going about the cars ‘ 01‘ , the third consecutive year that it has led What car do you drive? featured in the magazine – Top Gear fans love the pack. A red Golf Cabriolet and I love it. It’s my What are you looking forward to? talking about cars, and our digital spaces are “We are the only automaker and the only second one. I have an inspirational book coming out for great for that. European-based company listed among the youngsters. It’s about some of the lessons “We know our readers don’t necessarily Top 15 of the Top 500 Most Admired Com- What would you order for your last meal? I have learned along the way and people I drive the beautiful cars we feature, but they panies in the world. No premium manufac- Probably Cajun calamari, chips and rice. have met. It’s a bit funny. It’s not an auto- aspire to drive them, and the younger gen- turer in our industry has ever sold more ve- biography or a life story. eration certainly dreams about driving them hicles in a single year than we did in ‘ 01‘ ,” he What are your bad habits? one day. Reading Top Gear magazine is the s ays . I tend to be a little untidy and am some- Whom do you admire? next best thing to driving them.” Makwana believes the automotive indus- times am a little loskop. I need someone to My dad is an inspiration to me. He has Steyn says it helps the magazine that To p try is undergoing a transformation – an help me remember things! done so much for us. Gear is now the world’s biggest motoring me- “iconic change”. dia brand, and it’s become that by being ir- “It will be up to the customer to determine Tell us a secret about yourself? Do you have any pets? reverent, witty, inclusive, knowledgeable, which technologies will succeed and which I’m still really afraid of the dark. Two budgies. And my 15-year-old brother. unpretentious, and never middle-of-the- services will be in demand. One thing is clear: road. BMW wants to drive and shape the techno- If you won the lottery, what would you do? If you could have any superhero power, what “It’s made motoring fun, and we try to logical transformation to sustainable mobil- I’d help my family out and put some of it into would it be? reflect all this in the magazine itself. That’s i ty . our soup kitchen, which we are starting al- Definitely to fly. what people buy into.” “Careful use of resources is the guiding ready – making food for homeless people. And why do people buy into BMW, which principle behind all our production planning, If you could have dinner with anyone, living or has followed up on its ‘ 01‘ win by again fin- and an integral part of the entire production What makes you laugh? dead, who would it be? ishing at the top of the Coolest Motor Vehicle process. As a corporation, we take respon- My younger brother, my friends and Nelson Mandela, for sure. category, and more importantly, why is the sibility for society wherever we are. We aim Trevor Noah is hilarious. He’s one of my brand so attractive to the youth? to be an active, fair partner for these regions most favourite people. – Nikki Temkin According to chairman of the board of and their inhabitants,” Makwana says.

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Linda Doke give viewers a window – wh e t h e r of every opportunity they can get. realistic or not – into the world of Generally speaking, South Africa’s BEING THE BOSS is still the most that profession. youth are optimistic, ambitious and attractive career goal of South “The attraction of being the boss committed to the education process Africa’s young generation, but this of a company is simply the desire to – they believe in education and year sees shifts in the list of other be in charge, respected, wealthy where it can take them. Unfortu- coolest rated jobs. and successful. Categories like nately, the education system Doctor remains second in the lawyer and doctor always fare bet- t h ey ’re so reliant on for progress is cool stakes, with entrepreneur slip- ter in years when there’s an enter- failing them,” says Levin. ping from third in ‘ 01‘ to fifth this tainment series on TV that sup- Senior researcher at the Mapun- year, superseded by lawyer and ac- ports or promotes those profes- gubwe Institute for Strategic Re- tor. sions, like Suits, G re y ’s Anatomy flection, Graeme Bloch, says there Jason Levin, MD of HDI Youth and House.If a hot TV series was are two stark realities to South Marketeers, says there are often screened this year glamorising the Africa’s education situation. big shifts in the Coolest Job cat- life of a club DJ, for example, we’d “The first is that our youth are egory every year that are not easily see the job of DJ soaring in ‘ 014,” optimistic – they are positive about explainable. Accountancy, for ex- says Levin. the future and enthusiastic about ample, ranked fourth most popular There is a more serious aspect education being the key to their a few years ago and yet now only to the truth behind the Coolest Jobs success. We must not dampen that just slips in at 10th. Similarly, club category: this is the paradox be- optimism; it’s great that they all or radio DJ was the third most pop- tween career aspirations and the want to make a success of them- ular career in ‘ 01‘ , but has this harsh reality of teens not really s e lve s . year dropped to ninth spot. having a clue about what’s involved “The second reality is that most Levin says it’s the glamorisation either in qualifying for the job or of them won’t make it. The inequal- FA C T : of careers in the public eye that what the job itself is about. ity divide between those kids who ý SA has a 50% pull-through from Grade 1 to matric, but of all those plays a huge role in how youth per- “Most 13-year-olds we interview will achieve a university degree kids who start Grade 1, only 0.5% will complete tertiary study. ceive professions. have no idea about what studying, and those who won’t even make ý More than half of South Africa’s 26 000 schools are, by their own “If you trend the macro view of learning, training and interning is matric is enormous.” admission, heavily under-resourced (lacking the basics like elec- the Coolest Jobs category over the involved in getting into a profes- Bloch says South Africa needs tricity, classrooms, desks, toilets and, in some cases, even teach- last three to five years, there’s sion. We find it’s only from about to vastly improve not only its ed- e rs ) . clearly a great appetite for the the mid-teens that kids start real- ucation system, but its economic ý The SA government allocated R200 billion for education in 2012, and glamour and power professions. ising the realities behind careers.” system, in order for jobs to be cre- almost R6 billion is pledged by the private sector annually, but 87% The stats show the ideal job to be a Levin has seen a distinct dif- at e d . of South African schools are considered “dysfunctional”, according combination of both: if you could be ference between the attitude of “That is a long process; it’ll take to the National Planning Commission. the CEO of a radio or TV corpo- privileged urban kids and those at years. In the meantime, the only ý The teacher:learner ratio is 440 000 educators to 12.6 million learners ration, you’ll have really made it!” under-resourced schools. chance people have to get a job is to (2012). says Levin. “Kids in the townships seem far study hard and get as educated as ý School attendance is close to 100% for the compulsory attendance The media, particularly televi- more aware of the importance of they possibly can, because the re- band in the 7-15 year age range. sion, has a powerful ability to shift doing well at school than their ality is that without education, ý The 2010 General Household Survey shows that just over 120 000 perceptions. Popular TV shows more privileged counterparts at ur- t h ey ’re guaranteed not to suc- children in that band are out of school. that push a particular career line ban schools. They want to make use ceed.” 18

COOLEST CELLPHONE “I think people go to the gym because they realise, it not only changes the way you look but how you look at life, how you think, It’s a tight call how you feel. It changes you as a person for BLACKBERRY HOLDS ON TO ITS NO 1 SPOT – FOR NOW the better” Andrew Gillingham young South Africans are very well turning into a slugfest between iOS TJ informed, either through their own and Android. THE MOBILE PHONE market is efforts or via their connectivity with “In the android space, Samsung becoming even more competitive, friends and online communities. has the upper hand, but there are Q&A and while BlackBerry managed to “They are very informed about some beautiful devices coming from What or who makes you laugh? hold on to pole position again this the benefits and negatives of both HTC and Sony, and sales are re- Candid camera-style stuff that’s year, it may not be able to retain its contracts and handsets, and they sp o n d i n g , ” Walter says. He believes Leon Schuster not planned, but happens instinc- position in the future. work to get what they want,” L ev i n Nokia will gain some traction for its Has anyone ever pranked you? tively. I also appreciate Trevor Jason Levin, managing director s ays . Windows 8 devices. Many times. Especially on set. Noah and Barry Hilton. of HDI Youth Marketeers, says Tim Walter, chief strategy officer He adds that while the top-end Once my friends took me out, we BlackBerry’s success in the youth at Nashua Mobile, notes that there manufacturers are not losing their drank wine and afterwards I was What’s your new movie about? market can be easily ascribed to its has been a gradual shift towards focus on their existing customer stopped at a roadblock, breathal- We ’re in the middle of shooting it. BBM messaging platform and the WhatsApp, which must now be seen bases, they are looking for more cus- ysed and arrested. My biggest There is a narrative with ele- low-cost Internet option, BIS, that it as the instant messaging platform of tomers in the lower end of the mar- fear is spending a night behind ments of candid camera. I’m not provided. However, new BlackBerry choice. “In addition, although Black- ket. “An example of this trend is the bars. That’s the closest I’ve ever as brave as I used to be. I can’t be contracts no longer have that R60 Berry’s volumes are still strong, we dramatic increase in Samsung sales come to having a heart attack. In klapped around anymore. Internet option and the youth are are seeing more movement towards across all handsets, from ultra-low- the van, I was told I was on Laugh responding by exploring other op- the Android platform – Samsung in end devices to the high-end smart- Out Loud. What makes you sad? tions. phones,” Walter says. Violence and crime. It’s such a “As BlackBerry’s R60 Internet As add-on services such as BBM Adding to this trend is the simple What are you afraid of? wonderful country – can’t we just package falls away, so youth is ask- fact that the lines are blurring be- Snakes. Once, on set, they put a be friends and chommies and ing ‘wh at ’s in it for me?’. Among become less relevant, so the tween a feature phone and a smart- live python on me while I was have a cheerful life? more affluent youth, the iPhone is emphasis has shifted to the phones phone, and android devices selling at asleep. I nearly died. winning favour in Johannesburg’s below R1 000 are coming to the mar- What’s your favourite TV show? northern suburbs, but it is still a fair- particular – and the iPhone is also ket. “While the screen resolution is What would you like for your last I don’t watch a lot of TV, but I was ly fringe product. Samsung has not starting to gain traction in the more not quite as good, it still delivers a meal on death row? crazy about Two and a Half featured as well as might be expect- affluent youth market.” good handset for a much reduced Prawns, langoustines, crayfish, Men. ed. However, we were in the field in Walter adds that while BlackBer- price.” oysters and calamari. March, before the launch of the new ry’s decision to halt future low-cost Another trend that is likely to What are you reading? S4, and it may well do better in the data packages has accelerated the strengthen is the interoperability be- How do you relax? I enjoy biographies on comedians f u tu r e , ” Levin says. process, the trend started because tween devices. “We are already see- Deep-sea fishing. Before I die, I like Peter Sellers and one of my Young people have an influence the Internet browsing and the video ing this from both Samsung and want to catch a blue marlin. Also, great heroes, Jerry Lewis. It’s real over the purchase of a host of house- experience on the BlackBerry 7 did Sony, where, for example, you can being with my grandchildren. – their highs, lows and moments hold purchases, but No 1 is their cell- not measure up to that offered by use your cellphone as a remote to of embarrassment. phone, and the competition for their android and iPhone. operate those manufacturers’ televi - attention and business is only going He says that as add-on services sions, and you can share content be- Who is your favourite actress? to increase. such as BBM become less relevant, tween them. Meryl Streep. Nobody comes The top three smartphones are so the emphasis has shifted to the “We are moving ever closer to close to her and she’s a down-to- expensive items, and a number of phones, and BlackBerry, Apple, and Steve Jobs’ concept of the digital earth and humble, normal per- technology manufacturers are eye- Samsung are responding by offering hub, and it will be interesting to see son. ing the pricing and the margins, and much enhanced products. “Manufac - if the new connected watches and they want some of the action. And turers are competing on the basis of Google glasses become established What music do you like? they won’t be lost in the clutter, as their phones, and at this stage it is devices or passing fads,” he adds. At night or on the weekend, I take a guitar and sit on my stoep with friends after a braai, and sing TREND THE FUTURE LOOKS rugby songs.

Pic: Russell Roberts, Financial Mail If you could have a superhero power, BRIGHT FOR THE what would it be? I’d be Iron Man. I love those JOZI INNER CITY movies; they’re so unrealistic, but City streets done so fantastically. The special Nikki Temkin young people live, work and play. It where you can become someone.” effects are mindboggling. is a cosmopolitan place and a micro- The future looks very bright for OVER THE WEEKEND, pockets of cosm of South African society where the CBD of Joburg as more pockets If you could have dinner with anyone, Jo b u r g ’s inner city are packed with rich and poor, upcoming young peo- are developed and more money is What is your favourite drink? living or dead, who would it be? the young, the hip and the funky. ple, black and white share public invested in transforming the derelict I like to have two or three Jan van Riebeeck. I’m intrigued They come for the fashion, the cul- space. It is an incredibly dynamic into the desirable. Garner says: whiskeys before bed, but while by old Cape history. I have so ture and the vibe. “Th e r e ’s a definite and creative city,” says Gerald Gar- “There will be more regeneration I’m shooting a movie, I won’t dop. many questions to ask. And movement towards the inner city,” ner, J o b u rg P l a c e s author and tour and more private-sector investment I can’t have a babalaas. Meryl Streep. I’d ask her to mar- affirms HDI communications man- guide, and representative of the in the upgrading of buildings and the ry me. ager, Mokebe Thulo. “It’s becoming Joburg City Tourism Association continual conversion of empty office What are your bad habits? part of the youth’s lifestyle.” (JCTA) secretariat. buildings to residential apartments.” Smoking. I’m trying to just smoke What keeps you going? Gone are the days when the city According to Garner, Joburg is A tourism boom is inevitable also, cigars, without inhaling. I stop- Th e r e ’s no greater reward then was to be feared and avoided – or beginning to experience its most with more venues, restaurants, hoped biting my nails a year ago. seeing people of all colours en- worse, reviled. Youngsters are flock- glorious period. “Previous boom tels and marketplaces opening up. joying my films. As long as I keep ing to the CBD to experience its eras came with the legacy of racial Thulo adds: “Everyone wants to Tell us a secret about yourself? my audience happy and keep giv- many treasures, more of which are discrimination. Today Joburg’s in- be a part of it. The city is still quite I’m looking for a bokkie to marry. ing them the Schuster brand, I am popping up every day. “Joburg is be- ner city is a magnet for people fringe and not quite mainstream … I don’t want to die without a fe- h ap py . coming a truly African city where from all walks of life – a place which makes it even cooler.” male by my side. – Nikki Temkin

WE’RE NOT COCKY, JUST CONSISTENT CONTENDERS OF COOL. After being crowned SA’s coolest hotel group in the Sunday Times Generation Next Awards for 2009, 2011 and 2012, we’re pleased to be in the running for a fourth year.

VOTED THE COOLEST HOTEL GROUP IN 2009, 2011 & 2012 proteahotels.com 19 TREND Sharing is caring S O C I A L’CISING IS NO SWEAT FOR OUR YOUTH

Linda Doke Goldstuck predicts that health monitoring will become a big aspect of technology. EXERCISE IS NO LONGER the sweat it “With the increasing ability to monitor all used to be. The loneliness of the long-distance aspects of health using all the gadgets we runner is a thing of the past – exercise has have, it’s really a no-brainer. Children of to- fast become something to share with friends morrow will be amazed to learn that health in a social environment, and enjoy the fun. hasn’t always been so easily monitored as Exercising and socialising – social’cising – they will have come to accept.” is a relatively new phenomenon that is catching on fast. While historically, teens and young adults exercise considerably less than their kid counterparts, the past few years have seen the formation of the social’cise trend, bringing teens and, particularly, young adults out of the library and off their couches, and into gyms or the outdoors. The key: fun social gatherings around group exercise that tends to be non-compet- i t ive . Humans the world over are social by na- ture. But they’re not necessarily all competitive. Jason Levin, MD of HDI Youth Mar- keteers, says while there is a small percentage of the population who are keen on competitive sports, over 90% of the young generation are more interested in participating in things that are active, fun and social. “Exercise events that are fun, shared and perceived to be cool are attracting teens and young adults, and participation in these events becomes a social activity. Activities like yoga, pilates and kickboxing, which just a few years ago were considered niche, have become far more commonplace as more and more people want to do non-competitive physical fitness in social groups,” s ays L ev i n . Interestingly, this phenomenon took off more than a decade ago among younger kids with popular group activities such as Clam- ber Club, Moms and Tots and Monkeynastics, which had moms exercising with their young kids and other mothers in a social situation. Levin says the sports company that has not only best recognised, but best capitalised on, the social’cise trend is Nike, with its popular, now twice-yearly 10km fun run event, Run Jozi. The event was launched in ‘ 01‘ as part of Nike’s global WE RUN series, which aims to inspire, enable and connect runners around the world. Dubbed SA’s most socially connected race, some ‘ 0 000 people took part in the fun run, forming part of the 395 500 runners from the 34 participating cities around the world. Levin says social’cising also allows some level of inclusivity for sedentary people who want to be seen by others to be fit and phys- ically active – the brand-wearing brigade who don’t actually need the functional benefits of the products because they don’t actually do the exercise. Just as the social’cise phenomenon has its inspired followers, so does it have those who are more attracted by the social aspect than they are the exercise. “In the young adults category, particularly, there are many whose preference is to remain sedentary but who want to just hang out in social’cise environments. They enjoy the group social aspect, rather than the physical activity side,” says Levin. Media analyst, commentator on information and communications technology (ICT), and MD of World Wide Worx, Arthur Gold- stuck, says fitness and health is one of the fastest-growing categories in consumer technology. The use of apps and devices to monitor fitness and health is a massive global trend, stimulated by the growing interest in fitness across all age groups, and the increasing mobility of monitoring technology. “GPS devices and footpod-based watches that link to heart rate monitors have been linked to health providers such as Discovery and Momentum for some years. This functionality has now been extended to cellphones through a vast number of fitness apps that tie into the technology. Built into these apps is a social networking capability that enables people to log in to social media, and show friends and followers what you’re doing. Being ‘wat c h e d ’ this way becomes a means of keeping you on track with your fitness efforts.” Goldstuck says sharing has become the new social method across the networking medium. “Because sharing is so aggressively built into all the fitness apps, it encourages people to share their info. Younger people tend to share readily, seeking affirmation. Adults, on the other hand, are often more reticent, concerned with privacy issues.” /E T 3C 2 7 2 000 1 N OW T PE A C FCB T F A DR #

We can’t help showing our emotions Thank you for voting us the Coolest Petroleum Brand for a third year in a row in the Generation Next Survey. Here’s to another year of fun together and our promise to keep making you Number One!