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All the 2012 Assegai Awards winners

The winners for the 2012 Assegai Integrated Marketing Awards was announced at Sax Arena in Centurion yesterday, Thursday, 15 November 2012. The event recognises excellence in direct and interactive marketing.
Assegai entry numbers are said to be growing steadily year on year by at least 30%, the quality of work is improving each year and clients are getting to see the real bottom line benefits that sit behind the art and science of marketing. Each year an analysis of the entries reveals a telling story - more and more businesses, from small entrepreneurial outfits right through to the largest blue chips, are investing in direct and integrated marketing.

"The Assegais provides a wonderful research opportunity to benchmark evolving trends and test new products and services aimed at the direct marketing fraternity," says Michelle Perrow, DMASA.

Views that digital channels such as web, email, social media and SMS would spell the end of more traditional direct channels have reportedly proven unfounded judging on this year's entries. Integration seems to be the trend and marketers are making use of multiple channels to drive response across media channels.

Janras Kotsi, group executive: Mail Business of the South African Post Office comments: "It is pleasing to see that the silo mentality seems to be subsiding and marketers are realising that to be a successful direct marketer, you need to embrace the versatility and appeals of different channels. It's a new world of direct and interactive marketing and many of yesterday's assumptions have changed. Multi-media marketing is more important than ever, but email and phone are no longer the central players they once were - it is now all about integrated communications. Direct mail is enjoying an unprecedented level of appeal and relevance and finding its place in a combined communications mecca of new and traditional channels."


The awards were individually scored by an expert panel of judges and the final scores were audited by an independent auditor. The Leader awards, which were introduced in 2011, are those entries that could qualify in terms of their final audited scores for an Assegai award. From the leader awards, the top scoring campaigns are then awarded gold, silver and bronze awards.

Company/Entrant TitleAward
Media Awards - 3D (Sponsored by Information Capital)
Lesoba DifferenceNedbank Investment CampaignGold
M&C Saatchi AbelWeylandts Maison Invite Silver
Prima Integrated MarketingBMW Work of ArtBronze
MACHINEMarmite Blogger PackLeader
Media Awards - Direct Mail (Sponsored by 5th Dimension)
Lesoba DifferenceSpice PackGold
Lesoba DifferenceJournal of AppreciationSilver
5th DimensionSOS - Back to SchoolBronze
Lesoba DifferenceSilver ServiceLeader
Mortimer HarveyAbsa Personal Loans Leader
Media Awards - Direct Response Advertising: TV, Infomercial, Radio
OPENCO The Open CollaborationHollard Non-Underwritten Life LaunchSilver
Prima Integrated MarketingIkamva Labantu Event VideoBronze
OPENCO The Open CollaborationKaizer Chiefs Funeral PlanLeader
OgilvyCell C 99centsLeader
34Capitec Personal LoansLeader
Media Awards - Direct Response Advertising: Outdoor, Ambient and Print
Lesoba DifferenceCuckoo Print Advert SuiteSilver
Lesoba DifferenceSoar Print Ad SuiteBronze
Lesoba DifferenceRicoh New Branding AdsLeader
Media Awards - Unaddressed Campaigns: Distribution/Inserts (Sponsored by Blue Label Data Solutions)
Lesoba DifferenceUnilever OMO Infomail CampaignBronze
Lesoba DifferenceNedbank Medical ProfessionalsLeader
Media Awards - Alternative: Experiential
Ogilvy Cape TownBe the CoachSilver
Ogilvy Cape TownDarling to CarlingBronze
Ogilvy Cape TownDate DriveLeader
M&C Saatchi AbleNike 'Runners Club Flagship Store'Leader
Gloo Digital DesignFNB "dotFNB"Leader
Media Awards - Alternative: Activations
OgilvyCastle SuperFansSilver
M&C Saatchi AbleFrisco ' Wide Awake Shake'Bronze
CKNet Internet Services (PTY) LimitedJaguar & Land Rover Virtual Showrooms & Mall ActivationsLeader
Silverstone Solutions29 Days of Amazing / Nokia Lumia Promoters AppLeader
Lesoba DifferenceCuckoo MascotsLeader
Media Awards - Telephone Marketing
Absa Life (Pty) LtdAbsa Lifelong Webmail Silver
O'Keeffe & SwartzCancer Care Plan Insurance Acquisition CampaignBronze
O'Keeffe & SwartzCancer Care Plan Insurance Upgrade CampaignLeader
O'Keeffe & SwartzHospital Plan Cross sell Insurance CampaignLeader
Media Awards - Online Advertising
iLogic AgencyNando's Ketchup on the HeadlinesGold
Gloo Digital DesignSamsung "AFCON goal"Silver
Gloo Digital DesignBMW "Infographics"Bronze
Gloo Digital DesignSamsung Galaxy SIII "Smart Stay"Leader
Gloo Digital DesignSamsung Galaxy SIII "Pop up play"Leader
Media Awards - Social Media (Sponsored by Inter-net)
Ogilvy Cape TownStreet QuestGold
Retroviral Digital CommunicationsNando's Last Dictator StandingSilver
Ogilvy Cape TownYouTube InterventionsBronze
OgilvySAB Miller Music Tour WestLeader
M&C Saatchi AbleDimentiaLeader
Media Awards - Website
Ogilvy Cape TownDate DriveSilver
HomeChoiceWhack-a-Cupcake GameBronze
OPENCO The Open CollaborationTollFreeGPLeader
Media Awards - Email Marketing (Sponsored by Demographica)
Oscar TangoTrailblazing through AfricaGold
DemographicaEmail MarketingSilver
M&C Saatchi AbleM-WebBronze
5th DimensionPlacecol Care Program - Emails Leader
Oscar TangoEin Deutsches ModelLeader
Media Awards - Mobile (Sponsored by Standard Bank)
The Foschini Retail Group (Pty) LtdTFG Search For Santa Mobile Campaign 2011Gold
Ogilvy Cape TownBe the CoachSilver
NATIVEPass the ParcelBronze
Ogilvy Cape TownStreet QuestLeader
LiquoriceWhat's for Dinner Mobile AppLeader
Multiple Channel Campaign Awards (Sponsored by Absa)
Ogilvy Cape TownDate DriveGold
Ogilvy Cape TownThe world's first alien abduction flavoured gumSilver
Boomtown Strategic Brand AgencyDream starterBronze
Havas Worldwide South AfricaEmperors Palace: Game ChangersLeader
OgilvyCell C 99centsLeader
Relationship Marketing - CRM & Loyalty
Mortimer HarveyAbsa OnboardingSilver
The Foschini Retail Group (Pty) LtdTFG Rewards & MoreBronze
New Clicks South Africa PTY LTDThe Body ShopLeader
Silverstone SolutionsNokia RewardsLeader
5th DimensionPlacecol Care ProgramLeader
Relationship Marketing - ERM (Sponsored by Edgars)
Stratitude (Pty) LtdTelkom TouchSilver
Lesoba DifferenceBelgium Campus ERM ProgrammeBronze
Lesoba DifferenceIsle of funLeader
Relationship Marketing - Database & Analytics Innovation (Sponsored by P:Cubed)
The Foschini Retail Group (Pty) LtdTFG Rewards & MoreGold
Lesoba DifferenceUnilever - OMO Online tracker toolSilver
5th DimensionPlacecol Care Program - Communication EnginesBronze
Craft Awards - Copy (Sponsored by TS Communications)
M&C Saatchi AbelDimentiaSilver
Gloo Digital DesignClover "way better"Bronze
5th DimensionBurlington NBD CampaignLeader
Lesoba DifferenceCSI Add-option CampaignLeader
Lesoba DifferenceRicoh - New Branding Radio adsLeader
Craft Awards - Art Direction
Lesoba DifferenceSoar Corporate BrochureBronze
Gloo Digital DesignClover "way better"Leader
Aqua/WundermanEscape to MarsLeader
M&C Saatchi AbelWeylandts Maison InviteLeader
Craft Awards - Creative Solutions (Sponsored by Focus Rooms)
OgilvyPOWA 9 West brochureGold
M&C Saatchi AbelJohannesburg Youth BalletSilver
M&C Saatchi AbelDimentiaBronze
Lesoba DifferenceBusiness Day - Sushi CampaignLeader
Gloo Digital DesignBMW "Springbok Penalty Challenge"Leader
Student Awards - Young Direct Entrepreneur of the Year (Sponsored by O'Keeffe & Swartz)
Warren Moss - DemographicaGold
Student Awards - Student Marketing Campaign, Curriculum (Sponsored by Bytestream)
University of Johannesburg - Ink & WaterTell a Story ConceptGold
University of Johannesburg - Faded Zebra Organ Donor Foundation Silver
University of Johannesburg - YgenOrgan Donor Foundation Bronze
University of Johannesburg - Timeless Mediator Communications Organ Donor Foundation Leader
Top New Comer Award
iLogic AgencyGold
Individual & Company Awards: DMA Hall of Fame (Sponsored by Nedbank)
Ray Johnson
Individual & Company Awards: Supplier of the Year (Sponsored by African Bank)
Tunleys Mail & Print
Individual & Company Awards: Direct Marketer of the Year (Sponsored by Computer facilities)
Chandrika Bhima
Individual & Company Awards: Organisation of the Year (Sponsored by Placecol)
Individual & Company Awards: Public Sector Service
SA Post OfficeFor Post Box campaign 2011/12 developed by Lesoba Difference
The Foschini Retail Group (Pty) LtdSearch for Santa Mobile Campaign 2011
The 2012 Assegai Integrated Assegai Awards is headline sponsored by the South African Post Office for the sixth consecutive year, and once again generously supported by a host of category and support sponsors including:
  • Absa
  • African Bank
  • Blue Label Data Solutions
  • Bytestream
  • Computer Facilities
  • Demographica
  • Edcon Group
  • Information Capital
  • Nedbank
  • O' Keeffe and Swartz
  • P:Cubed
  • Placecol Skin Care Clinic and Dream Nails Beauty
  • Standard Bank
  • List Perfect
  • The Focus Rooms
  • 5th Dimension - who are also responsible for the development of this year's Assegais campaign
  • Teresa Settas Communications - who are also the coordinators of the Assegai Awards
  • Burlington Data Print
  • Inter-Net
For more go to or contact the Assegai Awards office on +27(0)11 894 2767 or e-mail .