Khuza Awards 2011 - 1,000 judges, 100 adverts: youth vote revealed

Since 2004, The Khuza Awards have identified which adverts and brand communication earn the thumbs up from youth (ages 8-23). Last night, this year's winners were honoured at the awards event hosted at the Hilton Hotel in Sandton.
Khuza Awards 2011 - 1,000 judges, 100 adverts: youth vote revealed
This year, the Khuza Awards reflect the opinions of over 1,200 young South Africans (8-23 years) from Joburg, Durbs and Cape Town in five categories of work: TV, print, outdoor, radio and online. Over 50 VIP guests and award winners gathered at last night's event to see which ads had been voted bronze, silver and gold.

"We are very honoured to receive this award. Our strategy is to use online as a strong tool to fight crime. This award shows that our efforts are working," says musician and driving force behind the SHOUT SA campaign, Danny K, speaking at the event where he received an award for SHOUT "Add your voice" in the Online category. SHOUT, which campaigns against crime in South Africa, has recently launched a Twitter group "CrimeShouter" which aims to further increase its reach and impact.

Khuza Awards 2011 - 1,000 judges, 100 adverts: youth vote revealed
"It was a fantastic event. It was amazing to see that kids and [older] youth appreciated [our] radio ad," says Koo Govender from M-Net who was equally impressed with their acknowledgement from under-23's.

Motoring stole the show in the Outdoor category with Mercedes Benz, Lexus, MINI, BMW and Rolls-Royce coming out tops. MINI scored highly in the Print category for their ads 'Wear your heart on your mirror' as well as for 'ReTswa Hole' ('We have come a long way') which together earned the brand the Grand Prix Award in the Special Awards Category. Also in the Print category, Nando's received top ratings from 19-23 year olds for "The real CEO" which was a spoof on Cell C's much publicised appointment of Trevor Noah as their 'new CEO'.

Gags, punchlines and sticky songs are winning ingredients for stand-out radio ads and this year was no different with M-Net Series receiving gold across all age groups for their 'Don't talk to strangers' ad that included a twist that evoked laughter during the testing sessions. In the same vein, Nissan Qashqai scored well amongst teens and young adults.

In 2010 under-23's were unanimous in their Top 3 TV Winners, but this year the Gold Awards in each age group went to: Sprite for their collaboration with Drake in 'Unleashed'that won in the Kids category; Nike received top ratings from teens for their multi-million dollar 'Write The Future' ad. In contrast to the celebrity-laden winners for Kids and Teens, The Topsy Foundation made a big impact on 19-23 year olds for their ad 'Selinah', which drives the point home about HIV/Aids in this country. "It is very encouraging to see that our advert [Selinah] is appreciated by young people," says Sylvia De Jager from The Topsy Foundation.

The reality is that young urbanites do not automatically tune into advertising because they're inundated with an oversupply of media-rich stimuli and are too preoccupied with their BlackBerries to notice. "Through the years the quality of advertising gets better and better because it's no longer about just being 'on air' but it's about what you put out there because competition is very tight," says Themba Nobanda from Sprite.

For a full listing (including video clips) of the Top 10 Winners across all categories and for more insights on youth media habits and appetite for advertising, visit: www.khuza.co.za.



Print category

..Kids
1MINI
Re Tswa Hole
4.192
2KFC
Build your Feast
3.916
3VW Jetta
Getting there is just as fun
3.730




..Teens
1MINI
Re Tswa Hole
3.979
2Gucci
Poolside
3.706
3KFC
Build your Feast
3.552




..Young
Adults
1Nando's
The real CEO
3.609
2Oral B
Respect for the healthier smile
3.585
3Nestlé Nescafé
Rich aroma. Refined taste
3.580




Radio category


..Kids
1M-Net Series
Don't talk to strangers
3.213
2Winner withdrawn3.127
3Robertsons Spices
National Braai Day
2.931




..Teens
1M-Net Series
Don't talk to strangers
3.720
2Engen Quick Shop
Sexy Lexy
3.702
3Nissan
Qashqai
3.412




..Young Adults
1M-Net Series
Don't talk to strangers
4.058
2Nissan
Qashqai
3.378
3Winner withdrawn3.359




Outdoor category


..Kids
1Mercedes Benz
SLS AMG 'Oh Lord'
4.120
2Lexus
IS-F Molotov
4.006
3BMW
X1
4.003




..Teens
1Rolls Royce
Ghost
3.751
2Mercedes Benz
SLS AMG 'Oh Lord'
3.679
3MINI
Wear your heart on your mirror
3.667




..Young Adults
1Mercedes Benz
SLS AMG 'Oh Lord'
3.737
2Rolls Royce
Ghost
3.480
3MINI
Wear your heart on your mirror
3.429




TV category


..Kids
1Sprite
Drake Unleashed
4.370
2Coca-Cola
2010 World Cup Trophy
4.228
3Axe
Twist
4.170




..Teens
1Nike
Write The Future
4.108
2Topsy Foundation
Selinah
3.970
3Kalahari.net
Titanic
3.939




..Young Adults
1Topsy Foundation
Selinah
4.321
2First for Women Insurance
Reversing to Cape Town
4.105
3Chicken Licken
The Beggar
4.058




Merit Awards: Online category

Hyundai
iX35 vs. Sonata
Times LIVE
Megamind
Cell C
Serious about changing
Shout
Add your voice
Yellow Pages
Citysearch




Special Awards:
  • Laugh out Loud
    • First for Women Insurance
      Reversing to Cape Town
  • Inspired by You(th)
    • FNB
      Today this is the greatest country in the world
  • You've been ripped off!
    • Nando's
      The Real CEO
  • 'Cause You Mean It
    • Apartheid Museum
      A history forgotten is a future lost
    • POWA
      Drummer
  • Grand Prix
    • MINI
  • Production Pro
    • Coca-Cola




25 Aug 2011 16:48

<<Back





Comment