Search is fragmenting – credibility and trust create the new visibility
Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?
GUERRILLA MARKETING
‘Giant bench’ campaign gives a unique perspective on climate change
By our News Team | 2022
Danish broadcasting company finds a hard-hitting way to remind Copenhagen city residents how global warming could change their lives.
Climate change is much talked about. But, with so much clutter in this space, how does a brand that wants to make a statement ensure that it stands out from the crowd?
TV 2 Denmark, a Danish broadcasting company, recently decided it wanted to do its bit for the environment while at the same time ensuring it could grab the attention of the public, the mainstream media, and go viral on social media as well.
Photo credit: TV2 Denmark
In collaboration with the municipality of Copenhagen, Denmark’s largest city, TV2 opted to place 15 benches in prominent places in the city. What made the benches special – and gave them guerrilla marketing appeal – is that they were around four times higher than your average bench!
The aim was to emphasise how sea levels, according to a recent United Nations report, are expected to rise by up to one meter by 2100 if global warming continues.
Warning that flooding will be an everyday event
To emphasise the point, a copper plaque was fixed to the benches and read: “Flooding will become part of our everyday life unless we start doing something about our climate.”
Copenhagen, like the rest of Denmark, is especially prone to any potential effects of a rise in sea and river levels because it is such a low-lying area. Therefore, the campaign had a special resonance with locals.
The guerrilla OOH strategy is being supported by a TV spot, outdoor, print ads and an influencer campaign consisting of well-known Danish actors, artists, musicians, designers and famous architect Bjarke Ingels.
Denmark has taken a strong stance on reducing carbon emissions and is considered a pioneer in sustainable decarbonization. It has a goal of decreasing its emissions by around 70% in 10 years.
The move toward future-ready food packaging where materials meet AI
Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.
Malawi’s marketers urged to put trust at the heart of the profession
Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.
Lingerie brand creates street-stopping advertising in Manhattan
Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.
We know AI influencers aren’t real – so why do we trust them?
Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.
Why trust has become a critical asset for hotel industry marketers
Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.
FNB bank’s eBucks programme dominates the 2026 SA loyalty awards
South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.
Zambia’s strongest creative ideas are emerging from local truths
Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.
Consumers have doubts about products when they’re designed by AI
Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.
Top African marketing voices confirmed for AMC 2026
Explore the 2026 AMC Conference speaker line-up. Top African marketing voices gather in Zambia to tackle AI, AfCFTA, and brand power. Register today.
Broadcast Research Council confirms launch of total video measurement
New industry currency will bring South African television and online video audiences together in a single measurement system.