Sharing The Love
Hollard had advertising budget that they had earmarked for a major brand campaign – but the team
felt compelled to do something that would benefit small business and the economy. A key aspect of
Hollard’s business values is a commitment to catalysing positive and enduring change and treating
people with care and dignity.
VMLY&R conceptualised a brand campaign that would both embody Hollard’s purpose and provide
support to small business owners at a time when they need it most. “I love that we have this
incredible opportunity to showcase, and support some of the amazing small businesses in South
Africa at a time when they need it most,” says creative director Ana Rocha. “My hope is that, as
result, we as a collective support our local businesses and get this big wave of positive momentum
going.”
What Is The Big Ads For Small Business Campaign?
Over a period of six months, from 18 February, Hollard is sharing its advertising space with 12
carefully selected small businesses. These businesses will each receive R1 million’s worth of
advertising exposure across billboards, TV spots, radio, street poles, bus shelters, print, social and
digital media. “These 12 businesses – that are representative nationally – will be benefitting for six
months from ad space we would have used ourselves,” says Heidi Brauer, chief marketing officer for
Hollard Insurance. “They will be on our billboards and use our TV time and our digital advertising
under our Big Ads For Small Business banner”.
How The Businesses Were Selected
Hollard asked their employees to nominate small businesses that would benefit from advertising
exposure. The nearly-300 applications that came in then had to be vetted to ensure that these
businesses would be able to cope with the added trading pressure that would come with largescale
advertising.
Targeted Marketing Campaign
It’s not just space that these businesses will enjoy, but a targeted marketing effort that’s been
tailored to each business specifically. “Hollard have gone to great lengths to ensure the optimal
media mix for each small business, specifically ensuring that the media bought drives real business
growth. This resulted in customised channel mixes for each business – from regionally targeted
billboards to individual paid search campaigns,” explains chief connections officer Matt Arnold.
Business With Purpose
“We all have to try and do our part to drive the economy of South Africa forward and help
entrepreneurs and small business succeed. They are the backbone of a better future for South
Africa,” says Ryan McManus, chief creative officer at VMLY&R. “While we all face difficult challenges
at this point in the world, it’s amazing to work with a client like Hollard to produce something that
can have a real impact on people’s lives – something we at VMLY&R have always believed
advertising can do. We are incredibly proud to produce work for a big brand like Hollard that is
actually redirecting the impact and return on investment to some of the country’s smallest microenterprises.”
ISSUED BY VMLY&R ON BEHALF OF HOLLARD INSURANCE GROUP
For more information on the Big Ads For Small Business Campaign, Hollard Insurance Group,
VMLY&R or the entrepreneurs behind these small businesses:
Press Enquiries:
Ben Wagner
Head of PR & Marketing
[email protected]
About VMLY&R
VMLY&R is a global brand and customer experience agency that harnesses creativity, technology,
and culture to create connected brands. Made up of more than 11,000 employees worldwide, the
agency has principal offices in Cape Town, Johannesburg, Kansas City, New York, Detroit, London,
São Paulo, Shanghai, Singapore and Sydney. VMLY&R works with client partners including Absa, BAT,
Colgate-Palmolive, Danone, Dell, Ford, Nando’s, New Balance, Pfizer, Vodacom and Wendy's. For
more information, visit www.vmlyr.com. VMLY&R is a WPP company (NYSE: WPP).
MORE ABOUT THE 12 SMALL BUSINESSES
African Accent
African Accent started a unique service as a spaza shop distribution service, bringing local and
international brands to townships around Gauteng using bicycles. They pride themselves on
connecting upcoming local brands to people through their network. The use of bicycles has meant
they’re able to deliver goods to any corner of the township and do it quickly.
Busanimen Tailors
Busanimen offers tailored suits and formal wear for special events such as matric dances,
graduations and weddings. Their fitted suits can be tailored in a wide variety of styles and materials
to suit any occasion. An additional service they now offer includes corporate packages for companies
looking to enhance their corporate identity.
Ground One Coffee
Ground One Coffee provide complete coffee solutions for any establishment that needs high-quality
hot beverages. Their product offering includes supplying their brand of coffee options, along with
hot beverages like hot chocolate, spice chai, red espresso, white hot chocolate and frappe mix.
Beyond that, their services include ordering, training, quality control and technical services for
coffee machines and grinders.
Haircelerate
Haircelerate is a local hair care brand that promotes love and care for your hair. Their main goal is to
promote natural, healthy hair by providing products that assist in hair growth, health, care as well as
providing answers to people’s hair questions. They have formulated a hair vitamin supplement, a 5-
in-1 hair oil and an intensive shea butter treatment. Their product range now includes satin sleep
turbans, with even more products on the way.
Journey Leather
A proudly South African leather brand celebrating local craft with beautifully unique pieces. All of
their products can be personalised with names, initials or symbols. This is what makes their already
beautiful products one-of-a-kind. Every product that leaves the Journey studio is different and
reflects the passion that is sewn into the business.
Moja Chicken
Moja Chicken is a black-owned grilled chicken restaurant that was established in Soweto in 2019.
This new kid on the fast-food block has their own delicious signature Moja sauce that sets them
apart from the flock. Their bright and bold approach helps them get noticed in all the right ways
while their rooftop container setup means customers can enjoy good vibes with a view.
Ronewa Creations
Ronewa Creations uses their botany and horticulture expertise to provide planning, design,
implementation and landscape maintenance. They work across the private sector, government as
well as for regular homeowners. Agriculture is set to be their newest venture, where they’ve been
farming their own fresh produce to sell directly through their WhatsApp online store.
SchoolHub
SchoolHub handles all your school payments on one secure platform, creating a cashless school shop
that can be used across multiple schools. SchoolHub lets parents manage their children’s tuckshop
choices, order uniforms, pay school fees and pay for field trips. SchoolHub uses pocket money limits,
purchase reports and messages to parents to set safe boundaries and help children learn how to
transact safely and wisely as they embark on their money learning journey.
Thesis Clothing
Thesis Lifestyle is a streetwear brand founded in 2005 to illustrate a new point of view in the
township. Their clothing range includes hats, t-shirts, jackets and sneakers, among other items. The
business is multi-faceted and operates across the four pillars of clothing, retail, social impact and
events. They currently have two stores in Soweto, as well as an online retail store. It’s regarded as
one of South Africa’s favourite underground brands but is still able to work on collections for big
brands. Their ongoing mission is to inspire young people to define themselves.
Next Level Learning
Next Level Learning are the publishers of THRASS, which stands for Teaching, Handwriting, Reading
and Spelling Skills. They focus on the Early Childhood Development and Foundation phase. Beyond
that, they also provide teacher training, and are endorsed by the South African Council for
Educators.
Koni Wines
Koni Wines are a proudly black-owned brand who are paving the way for future generations of
young, aspiring wine professionals. They’re based in the Western Cape and are a seller of both red
and white wines since 2015. Their mission is to offer good taste and smooth flavours for all winelovers. They pride themselves on providing consistent quality through the years.
All Things Laundry
All Things Laundry are a township-based laundromat specialising in small and bulk laundry. They
cover everything from household laundry to bulk orders like cleaning of PPE, company uniforms,
hotel linen, restaurant linen and exhibition fabric. The secret to their success is that they believe in
building long-lasting business relationships with their customers by providing exceptional service.
ISSUED BY VMLY&R ON BEHALF OF HOLLARD INSURANCE GROUP
For more information on the Big Ads For Small Business Campaign, Hollard Insurance Group,
VMLY&R or the entrepreneurs behind these small businesses:
Press Enquiries:
Ben Wagner
Head of PR & Marketing
[email protected]
About VMLY&R
VMLY&R is a global brand and customer experience agency that harnesses creativity, technology,
and culture to create connected brands. Made up of more than 11,000 employees worldwide, the
agency has principal offices in Cape Town, Johannesburg, Kansas City, New York, Detroit, London,
São Paulo, Shanghai, Singapore and Sydney. VMLY&R works with client partners including Absa, BAT,
Colgate-Palmolive, Danone, Dell, Ford, Nando’s, New Balance, Pfizer, Vodacom and Wendy's. For
more information, visit www.vmlyr.com. VMLY&R is a WPP company (NYSE: WPP).