by MarkLives (@marklives) Big winners at this year’s South African Direct Marketing Association Assegai Awards include Gloo@Ogilvy, Demographica, Gorilla, Liquorice/Publicis Africa, TBWA\Hunt\Lascaris and King James. Another set of highlights are the company awards, with Gloo@Ogilvy receiving Agency of the Year, Standard Bank Business Banking taking Brand of the Year, Elizabeth Lee Ming winning Direct Marketer of the Year and Darryl Joubert from Intimate Data entered into the Hall of Fame.
The awards ceremony was held last night, Thursday 12 November 2015, in Sandton.
Gloo@Ogilvy walked off with nine Gold, six Silver, four Bronze and three Leader awards; and Demographica with one Black Spear, five Gold, one Silver and three Bronze. Other big winners are Gorilla with 10 awards; Liquorice/Publicis Africa with seven, including the Nkosi Award which goes to the campaign which has received the highest overall rating; and TBWA\Hunt\Lascaris and King James with six each.
The Black Spear
Comments David Dickens, executive director of DMASA, “We know that marketers operate in an extremely complex environment with a growing expectation on the part of client for their brands to responsibly deliver. Fortunately facing these challenges, the entries received did just that.
“This year we included a special award, the Black Spear, for those entries which scored above 94%. We were pleased to acknowledge work that did exceptionally well. This year’s crop of outstanding campaigns has set the bar high for 2016.”
Section A: Media
| Category | Award | Entry | Agency |
|---|---|---|---|
| 3D | Silver | Zurich BnB Sure – Stolen | Demographica in collaboration with Halo |
| 3D | Bronze | Telkom Business’s Unified Communications service | Ikineo (Pty) Ltd |
| Direct Mail: Addressed Campaigns | Leader | SOS Children’s Villages “2014 Christmas Mailer” | 5th Dimension Marketing |
| Direct Response Mass Media: TV, Print, Out-of-home and Radio | Silver | Family comes first. Always. | BRAND et al |
| Direct Response Mass Media: TV, Print, Out-of-home and Radio | Silver | Personal Loans – Say Yes | Mortimer Harvey |
| E-commerce | Bronze | MyVodacomApp – Smartphone | Gloo@Ogilvy |
| E-commerce | Bronze | Explore Sideways | Ikineo (Pty) Ltd |
| Email Marketing | Silver | Shoppingonlineaphobia | Action Ambro’s |
| Email Marketing | Bronze | Momentum “Retirement Booster Campaign” | Momentum |
| Experiential Media | Gold | The Uber Test Ride | Gloo@Ogilvy |
| Experiential Media | Bronze | MWEB WiFi Chameleon Dress | Ambrosia Brand Experience Agency |
| Face to Face Activations / Field Marketing | Gold | Pick n Pay School Club | HDI Youth Marketeers |
| Face to Face Activations / Field Marketing | Gold | Nedbank O-WEEK Activation | M&C Saatchi Abel |
| Face to Face Activations / Field Marketing | Silver | KFC Flash and Win | Gloo@Ogilvy |
| Face to Face Activations / Field Marketing | Bronze | MWEB WiFi Chameleon Dress | Ambrosia Brand Experience Agency |
| Face to Face Activations / Field Marketing | Bronze | Danone NutriDay Schools programme | HDI Youth Marketeers |
| Face to Face Activations / Field Marketing | Leader | Milo Sampling Campaign | HDI Youth Marketeers |
| Face to Face Activations / Field Marketing | Leader | Webber Wentzel Graduate Programme | Lesoba Difference |
| Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites) | Gold | Red Bull Kas’Lami Tembisa | Mobitainment |
| Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites) | Gold | OMO Fast Kids | LIQUORICE / PUBLICIS AFRICA GROUP |
| Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites) | Silver | Col’Cacchio Instagram Spin | TWO.AM Agency |
| Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites) | Bronze | The Uber Test Ride | Gloo@Ogilvy |
| Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites) | Leader | Smirnoff Custom Chart | Opera Mediaworks |
| Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites) | Leader | Hungry Lion Lucky Bucket Campaign | Yonder Media |
| Mobile SMS, MMS | Gold | Shield “Connect with Shield” | Gorilla |
| Mobile SMS, MMS | Bronze | whatsfordinner Chef Wendy | LIQUORICE / PUBLICIS AFRICA GROUP |
| Mobile SMS, MMS | Bronze | POND’S loc The Demo | Gorilla |
| Mobile SMS, MMS | Leader | AXE Axecess Mxit | Gorilla |
| Mobile SMS, MMS | Leader | Momentum “Mums” | Inter-Net & Momentum |
| Mobile SMS, MMS | Leader | Absa eConsent | Mortimer Harvey |
| Online: Banners / Micro sites / Websites, and Other | Gold | Sonic Highway | Gloo@Ogilvy |
| Online: Banners / Micro sites / Websites, and Other | Gold | whatsfordinner Instant Inspiration | LIQUORICE / PUBLICIS AFRICA GROUP |
| Online: Banners / Micro sites / Websites, and Other | Gold | Anything is possible | Gloo@Ogilvy |
| Online: Banners / Micro sites / Websites, and Other | Silver | BMWi Born Electric | Vizeum South Africa |
| Online: Banners / Micro sites / Websites, and Other | Silver | Santam app entry | Vizeum |
| Online: Banners / Micro sites / Websites, and Other | Bronze | BMW ConnectedDrive | Vizeum SA |
| Online: Banners / Micro sites / Websites, and Other | Leader | Lucozade ‘Give Me Strength’ | Gloo@Ogilvy |
| Online: Banners / Micro sites / Websites, and Other | Leader | Shield “First in Africa” | Gorilla |
| Search Marketing: SEO and PPC | Silver | McDonald’s SA SEO Campaign | Quirk Johannesburg (Pty) Ltd |
| Search Marketing: SEO and PPC | Silver | Revving up WesBank’s Lead Generation | Rogerwilco |
| Search Marketing: SEO and PPC | Bronze | Dealfinder SEO Campaign | IncuBeta Holdings Pty Limited Trading as Clicks2Customers |
| Search Marketing: SEO and PPC | Bronze | Makro SEO | Quirk Johannesburg (Pty) Ltd |
| Search Marketing: SEO and PPC | Bronze | A Lesson in SEO | Rogerwilco |
| Search Marketing: SEO and PPC | Leader | Sexing Up Cosmo’s Search Appeal | Rogerwilco |
| Social Media (Social Media Platforms) | Black Spear | Battle of the Spreads | LIQUORICE / PUBLICIS AFRICA GROUP |
| Social Media (Social Media Platforms) | Gold | Opening of Barliament | TBWA Hunt Lascaris Durban |
| Social Media (Social Media Platforms) | Silver | #TweetDreams | LIQUORICE / PUBLICIS AFRICA GROUP |
| Social Media (Social Media Platforms) | Silver | Gill #StopTheNonsense, Man. | TBWA’s Digital Arts Network in Africa |
| Social Media (Social Media Platforms) | Bronze | AXE Axecess Mxit | Gorilla |
| Social Media (Social Media Platforms) | Leader | Eduloan Bring The Buck | Action Ambro’s |
| Telemarketing: Inbound | Bronze | Shield “Connect with Shield” | Gorilla |
| Telemarketing: Inbound | Leader | POND’S loc The Demo | Gorilla |
| Telemarketing: Inbound | Leader | Shield “First in Africa” | Gorilla |
| Telemarketing: Outbound | Silver | Cell C Getmore Sales Campaign | NEXT |
Section B: Multi Channel/ Country Campaigns
| Integrated Direct marketing Campaigns | Black Spear | Nedbank Business Banking – Pizza Box | Demographica |
| Integrated Direct marketing Campaigns | Gold | Explore Sideways | Ikineo (Pty) Ltd |
| Integrated Direct marketing Campaigns | Gold | tTelkom Business’s Unified Communications service | Ikineo (Pty) Ltd |
| Integrated Direct marketing Campaigns | Gold | MWEB Business – Multi-Tool | Demographica |
| Integrated Direct marketing Campaigns | Gold | The Uber Test Ride | Gloo@Ogilvy |
| Integrated Direct marketing Campaigns | Gold | Zurich BnB Sure – Stolen | Demographica in collaboration with Halo |
| Integrated Direct marketing Campaigns | Gold | Standard Bank Business Banking – Real Estate | Demographica in collaboration with Halo |
| Integrated Direct marketing Campaigns | Gold | Eduloan Bring The Buck | Action Ambro’s |
| Integrated Direct marketing Campaigns | Gold | Standard Bank Business Banking – Attorneys | Demographica |
| Integrated Direct marketing Campaigns | Silver | Get in the Game | Mortimer Harvey |
| Integrated Direct marketing Campaigns | Bronze | MINI TO SPACE | Gloo@Ogilvy |
| Integrated Direct marketing Campaigns | Leader | KFC Cappuccino Democracy | Gloo@Ogilvy |
| Integrated Direct marketing Campaigns | Leader | Iliadin ‘Man Flu’ | IGNITE JOE PUBLIC |
Section C: Relationship Marketing Awards
| CRM Programmes | Silver | OMO Fast Kids | LIQUORICE / PUBLICIS AFRICA GROUP | |
| ERM employee relationship marketing | Silver | Nedbank Appreciative Inquiry and Guerrilla Acknowledgement | Actuate | |
| ERM employee relationship marketing | Bronze | Switchlab – ERM Program | Inter-Net | |
| ERM employee relationship marketing | Bronze | African Bank MIB Campaign | Digital Planet |
Section D: Craft Awards
| Apps | Gold | MyVodacomApp – Smartphone | Gloo@Ogilvy |
| Apps | Gold | MyVodacomApp – JAVA | Gloo@Ogilvy |
| Art Direction | Gold | Zurich BnB Sure – Stolen | Demographica in collaboration with Halo |
| Art Direction | Gold | KFC SOUNDBITE | Gloo@Ogilvy |
| Art Direction | Gold | Opening of Barliament | TBWA Hunt Lascaris Durban |
| Art Direction | Silver | Reflections | Mortimer Harvey |
| Art Direction | Silver | MINI TO SPACE | Gloo@Ogilvy |
| Art Direction | Silver | Johnie Walker “Walker Wager” | King James Group |
| Art Direction | Bronze | Standard Bank Business Banking – Real Estate | Demographica in collaboration with Halo |
| Art Direction | Bronze | Standard Bank Business Banking – Attorneys | Demographica |
| Branded Content | Gold | One Rand Man | King James Group |
| Branded Content | Gold | BMW Custom YouTube Gadget | EOH Digital |
| Branded Content | Silver | takealot.com_Suzelle does Christmas | M&C Saatchi Abel |
| Branded Content | Bronze | Pick n Pay School Club | HDI Youth Marketeers |
| Branded Content | Bronze | KFC MINI-CRICKET KIDS STRETCHING WITH THE PROTEAS | Playmakers |
| Branded Content | Bronze | Johnie Walker “Walker Wager” | King James Group |
| Branded Content | Bronze | SABMILLER – REDD’S Annotated Youtube video | Promise |
| Branded Content | Bronze | Be Our Art Director | TBWA Hunt Lascaris Durban |
| Innovative Solutions | Gold | Be Our Art Director | TBWA Hunt Lascaris Durban |
| Innovative Solutions | Gold | Own a Piece of South Park | Gloo@Ogilvy |
| Innovative Solutions | Silver | The Uber Test Ride | Gloo@Ogilvy |
| Innovative Solutions | Silver | SABMILLER – REDD’S CHILL CHAMBER | Promise |
| Innovative Solutions | Bronze | Standard Bank Business Banking – Real Estate | Demographica in collaboration with Halo |
| Innovative Solutions | Leader | POND’S loc The Demo | Gorilla |
| Innovative Solutions | Leader | MINI TO SPACE | Gloo@Ogilvy |
| Most Effective Use of Content | Black Spear | One Rand Man | King James Group |
| Most Effective Use of Content | Black Spear | Be Our Art Director | TBWA Hunt Lascaris Durban |
| Most Effective Use of Content | Gold | C-Class No Alternative Campaign | iProspect |
| Most Effective Use of Content | Gold | Own a Piece of South Park | Gloo@Ogilvy |
| Most Effective Use of Content | Gold | Johnie Walker “Walker Wager” | King James Group |
| Most Effective Use of Content | Bronze | KFC MINI-CRICKET KIDS STRETCHING WITH THE PROTEAS | Playmakers |
| Use of New Technologies | Gold | Red Bull Kas’Lami Tembisa | Mobitainment |
| Use of New Technologies | Silver | whatsfordinner Instant Inspiration | LIQUORICE / PUBLICIS AFRICA GROUP |
| Use of New Technologies | Silver | Hungry Lion Lucky Bucket Campaign | Yonder Media |
| Use of New Technologies | Silver | KFC Soundbite | Gloo@Ogilvy |
| Use of New Technologies | Bronze | Shield “First in Africa” | Gorilla |
| Use of New Technologies | Bronze | KFC Flash and Win | Gloo@Ogilvy |
| UX, Interface and Navigation Design | Gold | Q20_The Squeaky Scroll Bar | M&C Saatchi Abel |
| UX, Interface and Navigation Design | Silver | MyVodacomApp – JAVA | Gloo@Ogilvy |
| UX, Interface and Navigation Design | Silver | Johnie Walker “Walker Wager” | King James Group |
| UX, Interface and Navigation Design | Silver | MyVodacomApp – Smartphone | Gloo@Ogilvy |
| UX, Interface and Navigation Design | Bronze | Explore Sideways | Ikineo (Pty) Ltd |
| UX, Interface and Navigation Design | Leader | BMW Custom YouTube Gadget | EOH Digital |
Section E: Special Direct Awards
| Non Profit Direct Marketing Campaign | Silver | Cotlands Donate Your Birthday Campaign | Lesoba Difference |
| Non Profit Direct Marketing Campaign | Leader | SOS Children’s Villages “2014 Christmas Mailer” | 5th Dimension Marketing |
| Non Profit Direct Marketing Campaign | Leader | Ifa Lethu “The art of doing good” | 5th Dimension Marketing |
| Non Profit Direct Marketing Campaign | Leader | Teddy Bear Clinic Campaign | Rocketseed |
| Non Profit Direct Marketing Campaign | Leader | Add-option Crisis Pregnancy Campaign | Lesoba Difference |
| Non Profit Direct Marketing Campaign | Leader | Save the Children “2014 Christmas Mailer” | 5th Dimension Marketing |
All entries were individually scored by an expert panel of judges and the final scores were audited by an independent auditor.
This year’s sponsors include: EOH Network Solutions; Blue Label Data Solutions; Merpak Envelopes; Marklives.com; Bizcommunity.com; list perfect; and theMarketingSite.com.
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