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2018 Assegai Awards: Winners revealed!

The winners of the 2018 Assegai Awards have been announced at an awards ceremony that was held at The Polo Room/Inanda Club on Thursday 8 November.

The Direct Marketing Association of Southern Africa’s Assegai Awards remains one of the highlights of the industry's calendar. The Assegai Awards celebrated all that is creative, smart and ultimately hits the mark of perfection. “The work these agencies and partners have produced over the past 12 months has been of an international standard,” says CEO, David Dickens: “Congratulations to all the winners!”
Whilst the competition entries exceeded 200, this year was particularly tough. We managed to get an average of 6 judges per entry in 3 days of judging allowing stringent review and marking. Our external auditors ensured an unbiased result and have given all sector winners their appropriate places.

Special Awards

  • Young Direct Marketer of the Year: Clarissa Fleischer from Rogerwilco
  • Agency of the Year: Joe Public
  • Brand of the Year: Black, the future of entertainment (Joe Public)
  • Newcomer Award: Social Creachas
  • Zinthatu Award: Joe Public and Ogilvy
  • Nkosi Award: Levergy
The following is a complete list of this year’s Awards winners, as announced per category.

All entries were individually scored by an expert panel of judges and the final scores were audited by an independent auditor.

3D
Entry NameCompany NameAward
A seat at the tableDemographicaBronze
Garagista - For Sale AleDukeGold
Survivor Tree EmailGorillaBronze
How OMO used a dirty book to reconnect children with playtime and storytime.Ogilvy Cape TownBronze
Martell Cognac Vs Single Distillery – “Curious Minds Influencer Drop”Publicis MachineGold
Direct Mail: Addressed and Unaddressed Campaigns
Stay in your Happy PlaceAfrican BankBronze
Direct Response Mass Media: TV, Print, Out-of-home and Radio
Shield Be The Next ChampionGorillaBronze
Huggies - The World’s First Baby MarathonOgilvy JohannesburgBronze
Email Marketing
Survivor Tree EmailGorillaBronze
Nedgroup Medical Aid Scheme "Fittest Fingers First"The Cheese Has MovedBronze
Experiential Media
Jaguar Land Rover Two Icons TourCaptivate Brand ActivationsSilver
Guinness Match Made of BlackCaratLeader
Russian Bear Vodka #IamNextDensu Aegis NetworkLeader
Apartheid Museums - Bill of rightsJoe PublicGold
Carling Black Label - Soccer Song for ChangeOgilvy Cape TownGold
How OMO used multi-sensory engagement, African fables and dirt to reconnect kids with the world beyond their digital screens.Ogilvy Cape TownGold
Volkswagen Fuels The World’s Largest Game Of #Marco#PoloOgilvy Cape TownGold
DStv - Halloween SleepoverOgilvy JohannesburgBronze
Robertsons Reinvention KitchenThe Hardy BoysBronze
Face to Face Activations / Field Marketing
#ShieldReadyGorillaBronze
Pin Pop Tongue Painter School TourNungu MarketingLeader
Integrated Direct Marketing Campaign (R500 000 budget or less)
New Balance #BeProteasLevergyGold
Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites)
Disney SoloAd ColonyGold
Heineken Uefa Champions LeagueAd ColonyGold
Samsung S9Ad ColonyGold
Iliadin #MimicYourManGorillaGold
Knorr leave no food behindLiquoriceBronze
Lucozade Boost Your DriveMindshareBronze
Royco RewardsMobitainment, ARC South Africa, AsakhaneGold
Volkswagen Fuels The World’s Largest Game Of #Marco#PoloOgilvy Cape TownGold
Cadbury PS – #SayItWithPSOgilvy JohannesburgGold
DStv Access – Ringa No MakenzoOgilvy JohannesburgGold
DStv - FanalysisOgilvy JohannesburgGold
Firstwatch WhiskyPlatinum SeedBronze
Mobile SMS, MMS
Royco RewardsMobitainment, ARC South Africa, AsakhaneGold
Most Effective Use of Content
Investec InsterviewWunderman SABronze
Online Campaigns: banners, micro sites, remarketing and other online campaigns
AXE Golden TicketGorillaGold
LUX #MoreThanYouCanSee ExperienceGorillaGold
The Avbob Poetry ProjectiLEAD et al, a member of the et al groupSilver
The Mentorship ChallengeiLEAD et al, a member of the et al groupSilver
Chicken Licken® Double Chick’n Boerie™ Burger DebateJoe Public ConnectBronze
Black - The Future of Entertainment NowJoe Public ConnectBronze
Lucozade Boost Your DriveMindshareLeader
KFC #BlackFriedDayOgilvy JohannesburgGold
KFC Dunked BurgersOgilvy JohannesburgGold
NeurobianOgilvy JohannesburgGold
Vodacom RepositioningOgilvy JohannesburgGold
Martell Cognac Vs Single Distillery – “Curious Minds Influencer Drop”Publicis MachineGold
Jägermeister Jäger XTBWA Hunt Lascaris DurbanBronze
Search Marketing: SEO and PPC
Re/Max Dynamic Search Ads CampaignJellyFishLeader
KFC Search Always OnMindshareLeader
KFC Search Black Fried-DayMindshareSilver
WesBank dialing down the call centreRogerwilcoLeader
Satrix - Beating the IndexRogerwilcoGold
Samara Game ReserveRuby DigitalLeader
Social Media (Social Media Platforms)
The Avbob Poetry ProjectBrand et al, a member of the et al groupGold
The Mentorship ChallengeBrand et al, a member of the et al groupGold
The 2017 Absa/City Press Money Makeover ChallengeBrave Group executed by RogueSilver
Kwesé PlayEOH DigitalLeader
RAF (Road Accident Fund) Back to SchoolEOH DigitalLeader
Shield Pressure MomentsGorillaLeader
Shield - Be The Next ChampionGorillaLeader
Chicken Licken® Hotwings® Sbu 2.0Joe Public ConnectBronze
New Balance #BeProteasLevergyGold
JC Le Roux #ExpressYourselfLiquoriceLeader
Magnum MaXhosaLiquoriceLeader
Happy Father’s Day from Omo #FathersDayForAllLiquoriceGold
#StopDayLightRobberyM&C Saatchi AbelBronze
KFC “Rolling”: Using trends, timing and tactics to win at the F___ W___ C__Ogilvy Cape TownGold
Skip – End of Fast FashionOgilvy Cape TownGold
Nimeu – 12 Week Challenge #NoMakeUpBrideOgilvy JohannesburgLeader
Pfizer - Life UncensoredOgilvy JohannesburgLeader
Philips #ShaveToRememberOgilvy JohannesburgLeader
Vodacom SummerOgilvy JohannesburgLeader
Cadbury PS – #SayItWithPSOgilvy JohannesburgGold
DStv - FanalysisOgilvy JohannesburgGold
DStv - Halloween SleepoverOgilvy JohannesburgGold
DStv - The Other Host NationOgilvy JohannesburgGold
Rémy Martin – the luxury Fine Champagne CognacPlatinum SeedLeader
#CokeScoreChallengePlaymakersSilver
Builders - “Get Your House In Shape”Publicis MachineLeader
WesBank - Graduate FinanceSocial CREACHAsLeader
Jägermeister Enter The WoodsTBWA Hunt Lascaris DurbanBronze
Jägermeister Ice Cold OppikoppiTBWA Hunt Lascaris DurbanBronze
Jägermeister Jäger XTBWA Hunt Lascaris DurbanGold
The Parent Feed by LittleworldWoolworthsLeader
Websites
RobertsonsLiquoriceLeader
South Africa’s Ultimate JourneyMotor HappyBronze
Integrated Direct Marketing Campaign (R500 000 budget or less)
Come to the cloud with usFirewaterBronze
Absa Private Banking for Young Professionals – You’ve earned it, now own itMortimer HarveyBronze
South Africa’s Ultimate JourneyMotor HappyBronze
Integrated Direct Marketing Campaigns
Shield Pressure MomentsGorillaLeader
Surf Laundry - School of ShineLiquoriceLeader
Lucozade Boost Your DriveMindshareSilver
Royco RewardsMobitainment, ARC South Africa, AsakhaneLeader
Talk To Nando’sNudgeBronze
Carling Black Label #NoExcuseOgilvy Cape TownGold
KFC “Make A Meal Of It” The retail ad that united the globeOgilvy Cape TownGold
Huggies - The World’s First Baby MarathonOgilvy JohannesburgLeader
Philips #ShaveToRememberOgilvy JohannesburgSilver
The Avbob Poetry ProjectThe et al groupSilver
Robertsons Reinvention KitchenThe Hardy BoysLeader
CRM Programmes
Royco RewardsMobitainment, ARC South Africa, AsakhaneLeader
Talk To Nando’sNudgeGold
Absa - Youth CampaignTLC Marketing WorldwideBronze
Nedbank GreenbacksTLC Marketing WorldwideSilver
Database and Analytics Innovation
Talk To Nando’sNudgeLeader
ERM: Employee Relationship Marketing
MTN Press PauseActuateLeader
Nedgroup Medical Aid Scheme "Fastest Fingers First"The Cheese Has MovedLeader
Loyalty Programmes
Royco RewardsMobitainment, ARC South Africa, AsakhaneLeader
Art Direction
BMW X2EOH DigitalLeader
Black - The Future of Entertainment NowJoe Public ConnectGold
Chicken Licken “Hotwings” Sbu 2.0Joe Public ConnectGold
Castle Lite Money Calling – “Unlock it, pour it, sip it, enjoy it, lock it”Ogilvy Cape Town & and Egg Films co-entryLeader
Robertsons Reinvention KitchenThe Hardy BoysSilver
Branded Content
The Avbob Poetry ProjectBrand et al, a member of the et al groupLeader
BMW X2EOH DigitalLeader
Chicken Licken® Double Chick’n Boerie™ Burger DebateJoe Public ConnectGold
New Balance #TrainingDayLevergyLeader
Magnum MaXhosaLiquoriceSilver
Cadbury PS – #SayItWithPSOgilvy JohannesburgSilver
Huggies - The World’s First Baby MarathonOgilvy JohannesburgSilver
Vodacom YouthdayOgilvy JohannesburgSilver
Robertsons Reinvention KitchenThe Hardy BoysSilver
Innovative Solutions
The Avbob Poetry ProjectBrand et al, a member of the et al groupLeader
A seat at the tableDemographicaGold
Garagista - For Sale AleDukeGold
Survivor Tree EmailGorillaLeader
SAB - The ‘Your Business in Lights’ BillboardJoe Public ConnectLeader
Black - The Timeline TakeoverJoe Public ConnectGold
Black - Boring Pre-Roll AdsJoe Public ConnectGold
Audi Q5 Fast TrackLevergyLeader
Surf Laundry - School of ShineLiquoriceSilver
Lucozade Boost Your DriveMindshareBronze
“Dirt is Good” - Why OMO created a dirt-activated African fable for childrenOgilvy Cape TownLeader
Carling Black Label - Soccer Song for ChangeOgilvy Cape TownSilver
Jägermeister Enter The WoodsTBWA Hunt Lascaris DurbanLeader
Most Effective Use of Content
Clover Krush Goodness CampaignAmok DigitalGold
The Avbob Poetry ProjectBRAND et al, a member of the et al groupLeader
Shield Pressure MomentsGorillaLeader
Anglo American - A Day at a Modern MineJoe Public ConnectLeader
KFC “Make A Meal Of It “Using The Most Contentious Content In Soccer To Sell StreetwiseOgilvy Cape TownSilver
Cadbury PS – #SayItWithPSOgilvy JohannesburgSilver
Huggies - The World’s First Baby MarathonOgilvy JohannesburgSilver
Investec InsterviewWunderman SABronze
Use of New Technologies
A seat at the tableDemographicaSilver
AXE Golden TicketGorillaSilver
SAB - The ‘Your Business in Lights’ BillboardJoe Public ConnectSilver
SAB - The invisible issueJoe Public ConnectSilver
Royco RewardsMobitainment, ARC South Africa, AsakhaneSilver
Jägermeister Enter The WoodsTBWA Hunt Lascaris DurbanSilver
UX, Interface and Navigation Design
Survivor Tree EmailGorillaSilver
Sanlam Reality WebsitePublicis MachineSilver
Jägermeister Enter The WoodsTBWA Hunt Lascaris DurbanSilver
NPO Direct Marketing
One School at a time - Never Unsanitary PadsJoe PublicGold
Powa The news you need to seeJoe PublicGold
Public Benefit Direct Marketing Campaign
Road Accident Fund – #AlwaysRememberMortimer HarveyGold
Student Direct Marketing Campaign
UJ & Dmasa Project – Making Mental Health MatterS.H.EGold
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