Nandos launches final installment in Peri-Perks rewards campaign with RedFoo via Kontented

The final installment of the Peri-Perks rewards campaign for Nando’s, produced by content strategy and creative developers, Kontended has just been released, serving as the final bookend of a summer campaign.

The entire project exemplifies the best of multi disciplinary collaboration on offer in Australia’s controversial content marketing sector. With a strong music, culture and lifestyle background and with strategy firmly set in youth marketing, Kontended is the glue for digital and content marketing to young people.

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Universal Music’s Brand Partnerships team was an integral part of facilitating the multi-agency project that involved a number of stakeholders including star talent, RedFoo (and Katy Perry in the first series), the Universal label, the Nando’s brand and Southern Cross Austereo. In an evolving collaborative model, Kontented managed the treatment, concept development, production, direction and all post-production for the campaign series.

Nicole West, national marketing manager for Nando’s said that Kontented had provided an innovative, creative and seamless service since the onset of the relationship.

Says West: “This involved high profile campaigns with artists like Katy Perry and RedFoo. Kate and the team have truly demonstrated that they understand the needs of our business and that of our consumers by delivering high quality, on brand and innovative content. The culture and attitude of their team is infectious demonstrating passion, integrity and a high level of expertise at all times.”

Entering its fourth year, Kontented has quickly developed a reputation for storytelling with groundbreaking content and insightful strategy. With executive producer and managing director Kate Edwards at the helm, the fledgling multi-disciplinary house has charged at the digital content space and carved out a specialized and vibrant position in the marketplace.

Squarely aimed at the ever emerging youth market, the studio delivers everything from content and distribution strategies through to production, post-production, licensing and digital seeding.

Says Edwards: “Content is and will be from a long time to come the back-bone of all thoughtful brand strategy. But content is not new, it’s just a lot more relevant in an ever-changing digital landscape and now that audiences are increasingly hard to target. Make them laugh, cry, teach them something, and for goodness sake entertain them! That’s good content. Full stop.”

While working with large mainstream brands, Kontented also invests, assists and develops young Australian initiatives for online broadcast and via smart phone technology through its Up & Comers program – helping secure Government and professional development funding. Through its Bands & Brands platform, the team astutely and strategically aligns established and emerging talent to relevant brands, tapping consistently into the zeitgeist.

Peri Perk for Nandos