Award-winning experiential and sponsorship marketing agency Exp, won a Bronze Loerie Award in the PR Communications category at the 33rd Annual Loerie Awards this past weekend, 16-18 September 2011, at the Cape Town International Convention Centre. They were awarded the Loerie for their PR execution of the MTN8 Last Fan Standing campaign.
(L to R) Exp at the Loeries: Gina Killian, Clint Paterson, Yolanda Arendse, Struan Campbell
There were nine entries shortlisted in the PR Communications category and Exp received one of only four awards issued in this category.
"The Loeries are considered the crème de la crème of Advertising and Marketing Awards in South Africa, and so we are extremely honoured to have been nominated in a category amongst industry leaders, and to have won the Bronze," said Exp PR Director, Yolanda Arendse.
"This also being the first time in the history of the Loeries that a PR Communications category has been included and the first time we've ever entered the awards, makes winning this Loerie all the more special," said Arendse.
The MTN8 Last Fan Standing campaign was devised to ensure that the competitive element of football transcends the football field and that the excitement, energy and euphoria that are part-and-parcel of professional football are not experienced solely by the players. The campaign achieved this by rewarding the ultimate fan a FIFA World Cup experience to watch 38 matches live over 31 days during 2010. Not only did the fan set a new Guinness World Record for the most matches watched during a FIFA World Cup, but the story was also documented extensively through 480 articles both locally and in 62 countries internationally, with a total AVE of over R29 million.
"The win is a particularly noteworthy achievement for Exp because the Loeries traditionally recognise Advertising agencies. Our client MTN also had the foresight in allowing us to go ahead with this 'big idea' and we are glad to see the creative concept developed by our agency being recognised beyond our own industry," said Sandile Ndzekeli, Exp South Africa CEO.
Exp was also voted Sports Agency of the Year and received the award for the Best Use of PR in a Sports Campaign for the MTN8 Last Fan Standing campaign at the inaugural Virgin Active Sports Industry Awards held earlier this year.