Brand Background
The Lazy Makoti is a small to medium enterprise founded by Mogau Mosebjadi.
She started running workshops where she would visit young ladies, who were engaged, and about to begin life with their new families. In groups or as individuals she gave them culinary tricks that would suit their lifestyles.
The Brief
The Lazy Makoti is looking into growing it's brand by luring young urban black professional women between the ages of 25 to 35, to take up cooking classes through an enticing ad campaign to generate sales and bookings in 3 phases, namely:
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Awareness;
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Drive to purchase; and,
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Ongoing brand engagement
The Target Market
Young urban black professional women between 25 to 35 who are nervous and anxious about the prospect of cooking and preparing meals for their new families as 'Makoti's'.
The Insight
The target market felt offended by the concept that The Lazy Makoti is centered around. These women felt that in this day and age, such a responsibility and role shouldn't be solely placed upon women within the relationship because this is a concept that promotes gender-bias. Therefore the goal became to promote the brand as something that couples could enjoy together, rather than being directed only to women.
The Big Idea
Make Food The Language of Love.
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Rationale: For families, friends, and lovers; preparing meals and feeding each other is an intimate event. Eating together and sharing meals is seen as a ‘love language.’ We communicate to people how much they mean to us by serving them delicious food.
Concept
How To Get Yourself Out of That
The Concept Tagline
Fix That Flop
The Executions
Radio Ads for Awareness
Client: The Lazy Makoti
Element: Radio Script
Duration: 30’’
Title: Married Couple In Bed
Writer: Mpumelelo Ngwenya
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FX: (Sounds of man shuffling and getting into bed.)
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M.V.O: Love. You will not believe ukuthi(what) uMandla ungitsheleni(told me). Apparently that women-iser uMpumi has slept with everyone in the neighbourhood, except one.
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F.V.O: Argh! Without a doubt it has to be that Virgin-Mary, uGugu, from across the street.
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FX: (Insert silence for 3 seconds)
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ANNCR: How do you fix that flop that even a pair of double tickets to the derby won't help? Take him to The Lazy Makoti and learn how to cook delicious meals without the fuss or frills. Make it up to him by learning a few culinary tricks, together.
Client: The Lazy Makoti
Element : Radio Script
Duration 30’’
Title: Couple 'Oops' Moment
Writer: Mpumelelo Ngwenya
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F.V.O: (Deep Sigh) I can't wait to see what life has in store for us in the next five years from now.
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M.V.O: Me too. So babe, who do you think will get married first? Me or you?
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F.V.O: Uhhh...
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(Insert silence for 3 seconds)
ANNCR: How do you fix that flop that won't make you sleep on the couch but will make you sleep alone for a very long time? Take her to The Lazy Makoti and learn how to cook delicious meals without the fuss or frills. Make it up to her by learning a few culinary tricks, together.
Ads to Drive Sales/Bookings
Client: The Lazy Makoti
Element: Radio Script
Duration: 30”
Title: Bluetooth Connection
Writer: Mpumelelo Ngwenya
M.V.O 1: Babe, this is my good friend, Thami, that I've been telling you about.
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F.V.O: Hi - uhh - nice to finally meet you. (Stutter in her voice.)
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M.V.O.2: (Hastily) Great to finally meet you too. Guys we better get going or else we'll be late.
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FX: (sounds of the opening and slamming of car a door, voice of bluetooth connecting.)
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M.V.O 1: Wait, how the hell did your phone automatically connect to his car?
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(Insert silence for 3 seconds)
ANNCR: How do you fix that flop that even a cinna-milk mixture will not get you out of? Book a class with The Lazy Makoti for you and your partner to learn some culinary skills, and revive the flame before your relationship becomes history.
Client: The Lazy Makoti
Element: Radio Script
Duration: 30”
Title: No He Didn't
Writer: Mpumelelo Ngwenya
F.V.O: Babe, I dunno. This dress doesn’t fit the way that I want it to, it’s too tight around the waist. What do you think?
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M.V.O: It’s fine.
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F.V.O: Wow! Just fine? I know what that means. I’m a fat pig, right!? I can’t believe you just called me fat. Don’t be a coward, go ahead, say it to my face! You don’t think I’m beautiful anymore! Actually, I know what it is; you don’t love me anymore! No, no, no, actually, you’re seeing other women who are more beautiful than me at your new job, right!?(She starts sobbing)
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M.V.O: (Deep Sigh.)
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ANNCR: How do fix that flop of the 'f' word that you never said that got you the 'f' word that you never wanted to hear? Simply book a tailor-made class with The Lazy Makoti for you and yours, and learn how to cook some healthy and delicious meals together. Without fuss, frills or any 'f' word.
Ads for Promotion On an On-Going Basis
Client: The Lazy Makoti
Element: Radio Script
Duration: 30”
Title: Vodacom Text
Writer: Mpumelelo Ngwenya
F.V.O: Babe, may I please use your phone to call mine? I can’t seem to find it.
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M.V.O: Sure thing sugar foot, here you go.
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FX: (Sms tone - *bleep bleep*)
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F.V.O: Oh! You just got a text from Vodacom. Apparently you forgot your toothbrush at their place.
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M.V.O: Eish.
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FX: (insert 30 seconds silence)
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ANNCR: How do you fix the flop of, F.V.O: ("uyaxoka!"/you're lying) to, F.V.O: ("ungumxoki!"/you're a liar!), then, F.V.O: ("ungudlalani!/you're a player!)"? Take her to The Lazy Makoti and learn how to cook delicious meals without the fuss or frills. Make it up to her by getting the culinary skills that matter, together.
Client: The Lazy Makoti
Element: Radio Script
Duration: 30”
Title: Vodacom Text
Writer: Mpumelelo Ngwenya
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M.V.O: But babe! Why do you keep on putting pressure on me?! I said I’ll get it done when I get the courage to do it or in winter.
F.V.O: (Sounding agitated) I’m not pressuring you. I mean my little nephew has done it already. My cousin brother didn’t wait for winter. Even your best friend James is circum-cis-ed, too. (awkwardness in her voice)
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FX: (insert 30 seconds silence)
ANNCR: How do you fix a flop that even slaughtering a goat and appeasing your ancestors won’t help? Take him to The Lazy Makoti and learn how to cook delicious meals without the fuss or frills. Make it up by getting the upgrade that counts, in the kitchen of course.
The Online Engagement - How To 'Fix That Flop'
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We will prompt and entice the audience to inbox The Lazy Makoti on Facebook about their moments of when they said something without thinking it through,which potentially ruined their relationships and how they could possibly get out of them.
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Instead of The Lazy Makoti giving answers it will be an open forum for people to give advice on what they can do or say to #FixThatFlop.
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These could possibly reveal wild, and funny stories that are sent in or it could be deep issues that people are facing in their partnerships and this would be the platform they can get advice on how to get themselves out of those situations.
Blog Post Using SEO
Creating An App
The Lazy Makoti Living Lazy App
The living lazy app by The Lazy Makoti is exactly what you need for convenience in your life. Amazing and tasty D.I.Y recipes; along with instructional videos just in case you need the extra help. You can figure it all out with a partner of your choice and have a great time while you’re at it. Classic The Lazy Makoti workshops in the comfort of your own home.
Now that you are have fixed that flop.The Living Lazy App will make sure that you never miss another Cooking class again. The App will add calendar reminders and Invitations for the next cooking workshop.
