Ads24 Diski 2017


An integrated Mass Market experience with Ads24

Ads24 Diski received honourable mentions in the global INMA 2017 categories for  Best Idea to Grow Advertising Sales or Retain Advertising Clients. 17621 Ads24 Diski INMA 03

The results

  • Twitter following went up by 5%.
  • Players spent over 10 minutes on the game.
  • Overall, the game exceeded all expectations. With 681 Facebook shares of audience insights, the highest ever.
  • The highest PR average value of any Ads24 campaign in 2017.
  • Over the first two months of the campaign new revenue equated to 17% of total revenue on the three publications.
  • 9% Improvement on sales for the duration of the campaign, curbing the previous year decline in some publications.
  • 811%  Return on Investment
  • A PR AVE of R7.7 million




Ads24 Waar of Wolhaar


With #fakenews trending, people don’t know what content they can trust, making the choice of platforms to advertise brands difficult. Afrikaans platforms aren’t top of mind when planning. In the digital planning world, it is programmatic first with little consideration of the implications if an advertisement ends amongst fake news.

‘Waar of Wolhaar’ was created to tap into the #fakenews trend in order to demonstrate the value and credibility of real news. The game showcased and highlighted Afrikaans to demonstrate the uniqueness of this community, their love for their language and to reignite advertisers’ interest in them as a market.

Our strategy was to identify a mechanism that would allow us to:

  1. Build the credibility of REAL news platforms.
  2. Demonstrate the value of the Afrikaans market in South Africa.
  3. Showcase Ads24 ability to target the market effectively and increase sales across our Afrikaans titles.

The South Africa market is diverse and we aimed to emphasise the value of the Afrikaans community to regain advertisers interest.

‘Waar of Wolhaar’ was developed as a very relevant, South African, Afrikaans game using Afrikaans (and South African) phrases, words and topical information to create hysterical ‘true or false’ combinations.

Audience members played a round of the game onstage with South African renowned comedian, Jason Goliath. Exciting spot prizes (Apple watches) were handed out to the funniest answers. Throughout the day the audience was encouraged to share their favourite ‘Afrikaans Audience insight’ via the Twitter hashtag #inroADS24 and to follow us on Twitter.

Everyone received a pack of ‘Waar of Wolhaar’ cards to play at home, incorporating three unique promotional advertising deals. Among the game cards, which spice up any dull dinner party, were some intriguing insights – did you know that Afrikaans speakers are twice as likely as your average South African to shop online?


The results


  • A 411% increase in advertising sales as a direct result of the activation is the true measure of its success.
  • A 20% increase in Twitter followers during the roadshow.
  • A 2001% increase in Twitter engagement.
  • An average rate of 4:32 views on Netwerk24 making it the most engaged brand on
  • R 3 126 111 worth of overall brand exposure in terms of PR and the reach of #inroADS24 – that’s approximately R1 million more than the average Ads24 has ever received.

16836_Media 24_AMASA Entry_Afrikaans Market_V5-1

Ads24 Food for Thought

In 2017, Ads24 wanted to give media industry professionals a bespoke opportunity to interact with (not just listen to) top South African academic and technological futurists.

We wanted to provoke thought, feed curiosity and create an immersive experience leaving the audience with a sense of togetherness in unpacking and exploring the unknown.

From the invitation to the venue, from the event to the experience, each step was curated to create a futuristic environment for discussion.

Ads24 Food for Thought won Best Trade Marketing Campaign at the AMASA awards and the ‘Best in Africa’ Award at the INMA Global Media Awards

16836_Media 24_AMASA Entry_Food For Thought_V6-1Amasa (the Advertising and Media Association of South Africa) hosts its annual awards to celebrate high quality “all-rounder’ media campaigns that are based on sound insights underpinned by great ideas that are carried through with a perfectly executed strategy to achieve measurable results. The awards have become the benchmark in celebrating media excellence and innovation across 22 categories.

Food for Thought 2018

I have my box.

It’s a comfy sort of box.

It’s a protect me from the storm sort of box.

It’s a cozy box even if it is a little cramped.

And it doesn’t have a view.

Okay, I hate my little box, but I stay there because outside is more than a little scary.


People are always saying, “Think out of the box”.

It wasn’t until last Tuesday I heard, “Forget the box. There is no box.”

Damn straight.


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I was lucky enough to attend Ads24 Food for Thought 2018 event. It wasn’t only brilliant and eye-opening, but it forced me to evaluate my life and whether safety and boredom are really an adequate substitute for danger and excitement. I realise that I may have got too big for my box.


Between Dawie Roodt, Chief Economist for the Efficient Group, Prof. Nick Binedell, and scenario planner, Clem Sunter, my (usually goldfishlike) attention was caught in a web.


My box blew to smithereens.


Things are changing, our world is moving back to a pure economics, supply and demand model.


That the way we’ve been doing things like giving away our power to banks and governments and career politicians is short sighted and short lived.


For the first time I saw Donald Trump, not as sign of the idiocy of the human race, but as global movement against career politics. A stand against bureaucracy. Maybe, he isn’t the right face, but he sure as hell is shaking things up.


It’s time to create your own job, not rely on someone else to find a box to fit you into.

It’s time for an Armageddon, a paradigm shift.

Either you reach our grab it and ride that wave with sheer adrenaline or you drown.