With a large margin between itself and the nearest digital agency, Gloo's recognition included three golds, two silvers, three bronzes and a prestigious Leader Award, which secures automatic entry into the global DMA awards show, The Echos. Gloo remains the only SA agency to win gold at the prominent Echo Awards.
This latest set of wins also makes Gloo the only agency in South Africa to win gold at all three local shows in 2011: The Loeries, Bookmarks and Assegais. With the Loeries celebrating innovation and creativity, and the Bookmarks and Assegais highlighting effectiveness and return on investment for clients, wins at all three strengthen Gloo's long-term philosophy that creativity and innovation have a direct impact on effectiveness and engagement.
"As with all the awards we've ever won," Pete Case notes, "it takes various ingredients to create outstanding work. The most important starting point being a brand and client that is willing to take the leap of faith with us on pushing an original direction and concept. So thanks from all of our team to those clients that once again proved the benefits of this leap of faith. Thanks also to those agencies that we collaborated with along the way. Our teamwork and ability to work in close partnerships are things we're very proud of. After four years of winning at the highest level at these events, it's amazing for the Glooniverse to continue its ranking as the No. 1 agency not only for creativity, but also for the value and return that we offer our clients."
The Assegai Awards have been in existence since 1999 and this year saw a 17% rise in entries, underlining the continued growth of direct and integrated marketing in this country.
Commenting on their gold, Digital Marketing Manager of Samsung SA, Lunga Ngcime said, "The Smart TV campaign had a very positive impact on our business and we were able to generate a record number of leads for our brand stores. Alongside this we attracted large amounts of consumers to interact with our products online. The campaign was both innovative and effective, with record levels of online interaction for Samsung SA. Achieving the sales targets has been an important success of this campaign, but another key achievement was seen in our Market Intelligence testing, where we scored No. 1 with Brand Attitude."
BMW's Interactive Marketing Manager, Muhammed Jassat, also comments, "It is an inherent characteristic of the BMW brand to constantly innovate. We had tasked Gloo with delivering a solution that would reach our intended audience in an innovative manner whilst meeting our strategic objectives. The execution delivered on all fronts for BMW South Africa and it is encouraging to see that the industry has also recognised the solution as a creative use of alternative media."
Finally, Justin Gomes, Creative Partner of Foxp2, whose agency collaborated with Gloo on the Drive Dry campaign adds, "FoxP2 and Gloo have a unity of vision in that we both believe creativity is the most effective marketing tool a brand can employ. To see our client receive R14 million in earned media off a R3 million budget is testament to the disproportionate return on investment possible where two like-minded creative partners add value to a client's marketing challenge."
Touch table for South African Tourism
Viral campaign for Drive Dry
Kruger Gold Rush online game for FNB
Interactive Billboards for BMW
Gloo Assegai Award Winners 2011:
Integrated campaign for Samsungs Smart TV launch
1. Gold > Website > Samsung - Smart TV
2. Leader Award > Creative Solutions - Samsung Smart TV campaign
3. Gold > Database & Analytics - SAT TouchTable
4. Gold > Creative Solutions - BMW Digital Billboard
5. Silver > Alternative Media (Experiential) - SAT TouchTable
6. Silver > Creative Solutions - Drive Dry
7. Bronze > Alternative Media (Experiential) - BMW Digital Billboard
8. Bronze > Alternative Media (Activations) - Drive Dry Viral
9. Bronze > Creative Solutions - SAT TouchTableGloo Bookmarks Award Winners 2011:
1. Gold > Indaba TouchTable - Technical Innovation
2. Silver > FNB Gold Rush - Graphic Design, Illustration and Animation
3. Bronze > BMW Fastpost - Display Advertising
4. Bronze > Drive Dry - Online Video