The upcoming Redzone AdForum, in association with Ornico, will shed light on the advertising landscape of SA’s automotive industry, where the benefits of new technologies drive innovation but are also becoming increasingly difficult to explain to consumers. There’s no argument that in today’s climate of consumers being exceedingly selective in terms of the media and brands they engage with, relevant and valuable content is the only way to grab their fragmented attention. For this, storytelling is key. And it’s not only about using the right words and pictures, it’s about how these are presented and how the audience perceives them. But how do vehicle brands shape words and pictures into a context that will resonate with consumers when complex innovations do not easily lend themselves to explanation, competition in the automotive industry is increasing fast and consumers are cash strapped? Not only is SA in a recession, the automotive industry showed a 2.2% drop in the second quarter...
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