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#ASSEGAIS2017: ALL THE 2017 WINNERS!

The Direct Marketing Association of South Africa (DMASA) hosted the Assegai Awards 2017 at The Empire in Parktown on 9 November, 2017.
Halo agency, winner of the Nkosi Award for the highest ranking campaign at the Assegai Awards.

The Awards began in 1998 as a way to celebrated integrated marketing excellence and relaunched in 2007, independent of other awards and with a renewed focus on market trends and developments each year. Those awarded this year are said to have produced "admirable campaigns that deliver remarkable results".

Being direct about direct marketing


DMASA CEO David Dickens welcomed attendees while chairman Warren Moss highlighted the importance of ROI in the direct marketing industry.

Assegai Awards: Saluting direct marketing success

David Dickens, Executive Director of the DMASA explains the Assegai Awards' evolution over the years...

By Leigh Andrews 10 Nov 2015


Honour is not given for extravagant production values, enormous budgets or big-name companies at the Assegais. Instead, the awards recognise breakthrough strategy and creative brilliance across all direct marketing media, from the obvious mail and print to broadcast, digital and mobile.



Special Awards


The evening also provided a platform to showcase the beauty of diversity not only in the direct marketing sector, but also in its offerings. Halo Advertising took home the highest accolade of the night, the Nkosi Award, for Jacaranda FM's More Music You Love campaign.

LIVE: Jacaranda FM launches its new brand positioning with a world first for radio

Jacaranda FM teamed up with advertising agency Halo to create a world first for radio – a live, lip sync, audiovisual campaign. This stunt marks the station's launch of a new brand positioning that promises to deliver more music you love...

By Jessica Tennant 15 Feb 2017


  • The Zinthatu Award for excellence over three years at the Assegai Awards went to M&C Saatchi Abel, TBWA\Hunt\Lascaris and Liquorice.
  • Mikaila Rae Thurgood from Lesoba Difference was announced as Young Direct Marketer of the Year.
  • Andrew Buxey from Rogerwilco taking home the Direct Marketer of the Year Award.
  • Old Friends Young Talent was presented with Newcomer Awards.

ALL THE WINNERS AT 2017 DMASA #ASSEGAIS2017!


Media
CategoryAwardAgencyTitle
3DGoldGeometry Global Cape Town & OgilvySlave Calendar
3DGoldDemographica in collaboration HaloBryte Insurance - Hospitality
3DGoldDemographica in collaboration with Halo & Georja & TracyOld Mutual Corporate - Once Advanced. Now Outdated
3DBronzeHalo AdvertisingBig Ideas are Scary
3DLeaderDemographica in collaboration with HaloStandard Bank Business Banking - Medical Campaign
Direct Mail: Addressed CampaignsBronzeAfrican Bank LimitedPassport to the Republic of Life
Direct Mail: Addressed CampaignsBronzeAfrican BankThe scoop on our loans
Direct Mail: Addressed CampaignsBronzeMortimer HarveyHonour Your Roots
Direct Mail: Addressed CampaignsLeaderMortimer HarveyFarewell old friend
Direct Response Mass Media: TV, Print, Out-of-home and RadioGoldHalo AdvertisingMORE MUSIC YOU LOVE
Direct Response Mass Media: TV, Print, Out-of-home and RadioBronzeDUKEDebtBusters - Numbers
Email MarketingLeaderKaffeine CRM Specialists (Pty) LtdOpel Meet the New Germans
Email MarketingLeaderNet#work BBDOVagina Varsity
Email MarketingLeader3 Way MarketingRide of Your Life
Experiential MediaGoldHalo AdvertisingMORE MUSIC YOU LOVE
Experiential MediaGoldM&C Saatchi AbelThe Nedbank ReImagination Project
Experiential MediaLeaderOgilvyVW Amarok Social Test Drive
Experiential MediaLeaderOgilvyDStv Halloween Run
Face to Face Activations / Field MarketingBlack SpearHalo AdvertisingMORE MUSIC YOU LOVE
Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites)SilverLiquorice AdvertisingAmarula #NameThemSaveThem
Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites)SilverOgilvyVW 011Beats
Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites)SilverLiquorice AdvertisingKnorr DinnerOnDemand
Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites)SilverOgilvy & MindshareKFC Soundbite
Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites)BronzeMMobitainment & Brainbow Conscious CreativesAriel Impossible made Possible
Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites)BronzeOgilvyKFC Suppertime Stories
Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites)BronzeOgilvyVodacom Play Every Day
Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites)LeaderCarat SSAGuinness Osagyefo Campaign
Online Campaigns: banners, micro sites, remarketing and other online campaignsGoldMindshare & OgilvyLaunch of KFC Soundbite
Online Campaigns: banners, micro sites, remarketing and other online campaignsGoldTBWA\Hunt\Lascaris\DurbanJägermeister Back The Artist 2017 Phase 1
Online Campaigns: banners, micro sites, remarketing and other online campaignsGoldLiquorice AdvertisingKnorr DinnerOnDemand
Online Campaigns: banners, micro sites, remarketing and other online campaignsSilverConnect @ Joe PublicChicken Licken Afronaut
Online Campaigns: banners, micro sites, remarketing and other online campaignsBronzeOgilvyVW 011Beats
Online Campaigns: banners, micro sites, remarketing and other online campaignsBronzeLiquorice AdvertisingAmarula #NameThemSaveThem
Online Campaigns: banners, micro sites, remarketing and other online campaignsLeaderConnect @ Joe PublicMcCain Plate
Online Campaigns: banners, micro sites, remarketing and other online campaignsLeaderFetchThemItaltile-Account Based Remarketing
Online Campaigns: banners, micro sites, remarketing and other online campaignsLeaderMindshare JohannesburgKFC 9 For R99.90
Search Marketing: SEO and PPCGoldMindshare JohannesburgKFC Soundbite
Search Marketing: SEO and PPCBronzeConversation LABDunlop Mobile Search has Arrived
Search Marketing: SEO and PPCBronzeRogerwilcoHomeChoice SEO Campaign
Search Marketing: SEO and PPCBronzeRogerwilcoCWC Search Marketing Campaign
Search Marketing: SEO and PPCLeaderNMPiGumtree – Driving organic performance
Search Marketing: SEO and PPCLeaderClickMavenMomentum Health buying cycle campaign
Social Media (Social Media Platforms)Black SpearOgilvyKFC Burritos
Social Media (Social Media Platforms)GoldMindshare JohannesburgLaunch of KFC Soundbite
Social Media (Social Media Platforms)GoldM&C Saatchi Abel10X Grocery Slash
Social Media (Social Media Platforms)GoldM&C Saatchi AbelStrongbow Tweet To Redeem
Social Media (Social Media Platforms)Gold10th Street Media and Promise DigitalFree Your Style
Social Media (Social Media Platforms)SilverOgilvyVW 011Beats
Social Media (Social Media Platforms)SilverLiquorice AdvertisingKnorr DinnerOnDemand
Social Media (Social Media Platforms)SilverOgilvyMTV FCK#HIV
Social Media (Social Media Platforms)BronzeTBWA\Hunt\Lascaris\DurbanJäger X
Social Media (Social Media Platforms)BronzeTBWA\Hunt\Lascaris\DurbanSPAR Neighbour Day
Social Media (Social Media Platforms)BronzeGorillaAzishe
Social Media (Social Media Platforms)BronzeConnect @ Joe PublicSA Brew
Social Media (Social Media Platforms)LeaderDUKEGaragista - Bat Piss
Social Media (Social Media Platforms)LeaderConnect @ Joe PublicChicken Licken Afronaut
Social Media (Social Media Platforms)LeaderDemo WarehouseDemo Warehouse- Yellow Box Sale
Social Media (Social Media Platforms)LeaderFirewater#SuperSweetSurprise
Social Media (Social Media Platforms)LeaderCarat SSAGuinness Osagyefo Campaign
Social Media (Social Media Platforms)LeaderMindshareWFD Dinner on Demand BOT
WebsitesGoldLiquorice AdvertisingAmarula #NameThemSaveThem
WebsitesBronzeOgilvyVW Amarok Social Test Drive
Multi Channel/ Country Campaigns
Integrated Direct Marketing Campaign (R500 000 budget or less)GoldLevergyFeel the Fire
Integrated Direct Marketing Campaign (R500 000 budget or less)GoldMotorHappySouth Africa's Ultimate Journey
Integrated Direct Marketing Campaign (R500 000 budget or less)SilverMortimer HarveyWhat Happens Inside Stays Inside
Integrated Direct Marketing Campaign (R500 000 budget or less)SilverDemographicaBMW - X5 PHEV
Integrated Direct Marketing Campaign (R500 000 budget or less)LeaderTBWA\Hunt\Lascaris\DurbanJägermeister Back The Artist 2017 Phase 1
Integrated Direct marketing Campaigns (min across 3 channels)GoldDemographica in collaboration with Halo & Georja & TracyOld Mutual Corporate - The Diminishing Value of Money
Integrated Direct marketing Campaigns (min across 3 channels)GoldHalo AdvertisingMORE MUSIC YOU LOVE
Integrated Direct marketing Campaigns (min across 3 channels)GoldOld Friends Young TalentKIA World's Longest Test Drive
Integrated Direct marketing Campaigns (min across 3 channels)SilverM&C Saatchi AbelHeineken UEFA Champions League Campaign 2017
Integrated Direct marketing Campaigns (min across 3 channels)SilverLiquorice AdvertisingAmarula #NameThemSaveThem
Integrated Direct marketing Campaigns (min across 3 channels)BronzeMobitainment & Brainbow Conscious CreativesAriel Impossible made Possible
Integrated Direct marketing Campaigns (min across 3 channels)BronzeTroika Imagineeing WorksDimension Data Digital Business Campaign Go To Market
Integrated Direct marketing Campaigns (min across 3 channels)BronzeDemographica in collaboration with HaloRange Rover - Discover Two Worlds
Integrated Direct marketing Campaigns (min across 3 channels)BronzeTBWA\Hunt\Lascaris\DurbanSPAR Win-a-Car
Integrated Direct marketing Campaigns (min across 3 channels)BronzePlaymakersThe ReadytoWork Absa Premiership campaign
Integrated Direct marketing Campaigns (min across 3 channels)BronzeOgilvy & Mindshare as a media partnerKFC Soundbite
Integrated Direct marketing Campaigns (min across 3 channels)LeaderOgilvyVW Amarok Social Test Drive
Integrated Direct marketing Campaigns (min across 3 channels)LeaderOgilvyVodacom Play Every Day
Integrated Direct marketing Campaigns (min across 3 channels)LeaderOgilvyDStv Halloween Run
Integrated Direct marketing Campaigns (min across 3 channels)LeaderMortimer HarveySplit Personality
Relationship Marketing Awards
Database and Analytics InnovationSilverOgilvyVW 011Beats
Database and Analytics InnovationLeadernudgeTHE POWER OF PLUGGED IN
CRM ProgrammesLeaderMortimer HarveyTears of Joy
Craft Awards
AppsBronzeOgilvyKFC Suppertime Stories
AppsLeaderOgilvyVodacom Play Every Day
Art DirectionSilverGeometry Global Cape Town & OgilvySlave Calendar
Art DirectionSilverOgilvyKFC Suppertime Stories
Art DirectionBronzeM&C Saatchi AbelThe One Hundred Awards
Art DirectionLeaderM&C Saatchi AbelThe Nedbank ReImagination Project
Art DirectionLeaderMortimer HarveyFarewell old friend
Art DirectionLeaderMortimer HarveyHonour Your Roots
Art DirectionLeaderGorillaStimojis
Branded ContentSilverOgilvyVW 011Beats
Branded ContentBronzeNETPARTNERING#DOMINATETHEGAME OMEN by HP Launch
Branded ContentLeaderBRAND et alThe AVBOB Poetry Project
Branded ContentLeader10th Street Media and Conversation LabDarling Big Thank Yous
Branded ContentLeaderGorillaWe Are More
Branded ContentLeaderLiquorice AdvertisingSA Home Loans House Rules
Innovative SolutionsGoldHalo AdvertisingMORE MUSIC YOU LOVE
Innovative SolutionsGoldOgilvyKFC Suppertime Stories
Innovative SolutionsSilverOgilvyKFC ShakinShakin
Innovative SolutionsLeaderLiquorice AdvertisingSasko Lunchtime Love Letter
Innovative SolutionsLeaderTBWA\Hunt\Lascaris\DurbanBeBop
Innovative SolutionsLeaderOgilvy with Mindshare as a media partnerKFC Soundbite
Most Effective Use of ContentGoldGeometry Global Cape Town & OgilvySlave Calendar
Most Effective Use of ContentSilverOgilvy#untaggable
Most Effective Use of ContentSilverTBWA\Hunt\Lascaris\DurbanSPAR Neighbour Day
Most Effective Use of ContentBronzeOgilvyVW 011Beats
Most Effective Use of ContentLeaderOgilvy with Mindshare as a media partnerLaunch of KFC Soundbite
Most Effective Use of ContentLeaderOgilvyKFC Burritos
Use of New TechnologiesGoldHalo AdvertisingMORE MUSIC YOU LOVE
Use of New TechnologiesSilverOgilvyVW 011Beats
Use of New TechnologiesSilverNedbankThe Nedbank ReImagination Project
Use of New TechnologiesLeaderLiquorice AdvertisingKnorr DinnerOnDemand
Use of New TechnologiesLeaderPlatinum SeedVoice Visualiser / Glenfiddich Independent Bar
Use of New TechnologiesLeaderOgilvyVuvuliser
UX, Interface and Navigation DesignLeaderLiquorice AdvertisingSasko Lunchtime Love Letter
Special Direct Awards
Non Profit Direct Marketing CampaignGoldGeometry Global Cape Town & OgilvySlave Calendar
Student Direct Marketing CampaignGoldUniversity of Johannesburg for International Organization MigrationsCliq


2017 Assegai Awards includes Agency Credentials award again

Following the sponsorship of the inaugural Agency Credentials award at the 2016 Assegai Awards, IAS will again sponsor this category at the 2017 awards...

21 Aug 2017


Click through to #Assegais2017 for all the social media coverage.
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