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Inaugural Effie Awards SA announces winners
The most effective marketing communications campaigns of the past year were announced on 14 October 2021 at the inaugural Effie Awards South Africa gala event held at The Galleria in Sandton.
Leading, inspiring and championing the practice and practitioners of marketing effectiveness globally, the Effie Awards are known by advertisers and agencies as the pre-eminent awards in the industry. The awards honour the most significant achievement in advertising and marketing communications that contribute to a brand's success: effectiveness.
Each year, the Effie Awards are presented to the most effective marketing communications cases – cases that have delivered superior results in meeting or surpassing the objectives they were designed to achieve.
“The Association for Communication and Advertising (ACA), has partnered with Effie Worldwide to host the South African edition of the highly respected Effie Awards programme. This first edition of the Effie Awards South Africa has once more brought to the fore the level to which our profession punches above its weight, and reassures clients that as an industry, we not only partner, but deliver on business objectives,” said ACA CEO, Mathe Okaba.
Effie awards those campaigns that contribute to brand success across more than 20 Product/Service and Specialty categories.
The full list of the 2021 Effie Awards SA winners is as follows:
| SUBMISSION | CATEGORY | CLIENT | AGENCY | AWARD |
| Nedbank Money Secrets – A category-busting blockbuster | Branded Content & Entertainment | Nedbank | Joe Public United | Bronze |
| THE HOOK APP | E-Commerce / Commerce & Shopper Effies | KFC | Ogilvy South Africa | Bronze |
| Sabbatical: A Launch with The Gift Of Time | Automotive - Vehicles | Volkswagen Touareg | Ogilvy, South Africa | Bronze |
| The Fabric That United the Nation | Topical Marketing | Castle Lager | Ogilvy South Africa | Bronze |
| The Fabric That United the Nation | Engaged Community | Castle Lager | Ogilvy South Africa | Bronze |
| Responsibility: More than just a footnote | Corporate Reputation | South African Breweries | Joe Public United | Bronze |
| "How Rewarding Optimism, Rewarded Us." | Restaurants | Nando's SA | M&C Saatchi Abel | Bronze |
| In Sync with Sho Madjozi | Youth Marketing | Stayfree | King James Cape Town | Bronze |
| NXT LVL Cav Thy Self | Youth Marketing | Vodacom | Ogilvy South Africa | Bronze |
| The Little Generosity Shop That Delivered Big Results | Brand Experience: Live, AR/VR/Digital, Live + AR/VR/Digital | Cadbury Dairy Milk | Ogilvy South Africa | Bronze |
| Don't Dread The Shed | Topical Marketing | DStv Now | Ogilvy South Africa | Silver |
| Don't Dread The Shed | Data-Driven / Commerce & Shopper Effies | DStv Now | Ogilvy South Africa | Silver |
| The Rape Page | Disease Awareness & Education: Charitable/Research Funding; Non-Profit; Pharma/Corporate | Rape Crisis Cape Town | Ogilvy South Africa | Silver |
| The Rape Page | Small Budgets - Non-Profit, Products, Services | Rape Crisis Cape Town | Ogilvy South Africa | Silver |
| Speaking to South African Men Through Their Gogos | Personal Care | Gillette | Grey Africa / Liquid | Silver |
| Blame No More | Seasonal Marketing - Products, Services | Hype Magazine | TBWA Hunt Lascaris Johannesburg | Silver |
| Yalu Nothing To Hide | Brand Experience: Live, AR/VR/Digital, Live + AR/VR/Digital | Yalu Financial Services | Think Creative Africa | Silver |
| XTRA SAVINGS LAUNCH – NO SMOKE AND MIRRORS | Marketing Innovation Solutions | Checkers | 99c Communications | Silver |
| ‘Bold, Brave and Strong’ – an icon’s revival | Renaissance | Carling Black Label | Ogilvy South Africa | Silver |
| Nando's - Mzansifying Monopoly | Restaurants | Nando's | M&C Saatchi Abel | Silver |
| TymeBank Brand Launch Campaign | David vs. Goliath | TymeBank Launch Campaign | King James Cape Town | Gold |
| #16DaysOfLight | Insurance | First for Women (FFW) | FoxP2 | Gold |
| XTRA SAVINGS LAUNCH – NO SMOKE AND MIRRORS | Single-Retailer Program: Mass Merchants, Supermarkets, Drugstores, Other / Commerce & Shopper Effies | Checkers | 99c Communications | Gold |
| XTRA SAVINGS LAUNCH – NO SMOKE AND MIRRORS | Single-Retailer Program: Mass Merchants, Supermarkets, Drugstores, Other / Commerce & Shopper Effies | Checkers | 99c Communications | Grand Effie |
The Effie Awards South Africa events kicked off with a virtual Effie Summit on 13 October, exploring marketing effectiveness and behaviour Change drivers in turbulent times.
Facilitated by Kagiso Musi, chair of the Effie South Africa Committee, the Summit saw intense and robust discussion on the topic provided by a highly respected and experienced panel of some of South Africa’s leading voices on marketing, communications and effectiveness.
Panel members included Xolisa Dyeshana, Sarah Dexter, Silke Bucker and Emmet O’Hanlon. Following the panel discussion, a highly anticipated keynote address was delivered by trailblazing entrepreneur Theo Baloyi, founder and CEO of Bathu Shoes.
At the Gala, it was also announced that the Effie programme would continue supporting education in the sector, a legacy carried over from the ACA’s Apex Awards bursary scheme. It was announced at the ceremony that 10 were being awarded to deserving students. This brings the total number of bursaries awarded as a direct result of the ACA hosted effectiveness awards programmes, Apex and Effie since the programme launched in 2010 to 98. In addition, the Effie bursary scheme in association with Regenesys Business School was announced, providing funding toward an MBA programme for six industry professionals looking to further their education.
“The extensive list of entries, finalists and winners is proof of the value our industry adds to business success. Having a Grand Effie in our first programme sets the bar for the quality of submissions and results in the coming years. Our industry is strong, capable and effective! I’d like to congratulate all the winners, and look forward to seeing continued and incredibly effective work when the call for entries into the 2022 programme goes live,” concludes Okaba.
Effie Awards SA is organised by the ACA with presenting partner Provantage Media Group, and sponsors, Nedbank, Sanlam, Vodacom, SAB, Regenesys and Aon.
For more information, visit the Effie Awards SA website at EffieAwards.co.za or visit Acasa.co.za and follow #EffieAwardsSA.
