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All the 2014 Assegai Awards winners
The Southern African Direct Marketing Association Assegai Awards is one of the highlights of the industry's calendar. Presented at Shine Studios in Braamfontein on 6 November at a gala dinner, the Assegai Awards celebrated and rewarded the innovation, creativity, strategy and return on investment within the direct marketing industry.
"We were truly inspired by some of the entries we saw this year," says Alastair Tempest, Chief Operating Officer of the DMASA. "Marketers rose to the occasion and created exceptional campaigns. The judges were really tested to find the best of the best. The calibre of creativity and the use of innovative technology driving the campaigns this year were truly ingenious."
An Assegai Award does not give honours for extravagant production values or enormous budgets. Rather, it recognises breakthrough strategy, creative brilliance and outstanding results in all Direct Marketing media, from mail and print to digital, from mobile to broadcast. It rewards effective, measured marketing. As competition within the marketing industry heats up, clients are looking for true investment in their brands and campaigns, this includes return on investment, winning consumers, retention, and laying the foundation for long term business success. According to research just unveiled by the GlobalDMA (of which DMASA is a member) investment in direct marketing in SA is growing at higher rate than in most of the other 16 countries surveyed. The Assegai Awards clearly are a relevant and an important part of the marketing landscape.
Pieter Swart, Group Executive: Mail Business of the South African Post Office, lead sponsor of the Awards says: "We are proud to be associated with the Assegai Awards, and we enjoy the exciting work showcased. Our relationship with the direct marketing industry is one of long standing and we are honoured to be a part of rewarding and recognising excellence."
Other sponsors include: Absa; Bizcommunity; Blue Label Data Solutions; Digital Planet; Effective Intelligence; Information Capital; List Perfect; Mark Lives; Merpak Envelopes (Pty) Ltd ; Nedbank; Nex Media; Ogilvy; P:Cubed; Standard Bank and The Marketing Site.
The Assegai Awards brings together the leading agency, brand and supply experts. "It was a great opportunity to encourage the industry to be collaborative and have a unified vision. The DMASA's emphasis on training resources and guidance encourages best practice and integrity, along with professional and ethical business conduct remains entrenched within the industry," concluded Tempest.
The following is a complete list of this year's Awards winners. All entries were individually scored by an expert panel of judges and the final scores were audited by an independent auditor. Congratulations!
Awards | Title of Entry | Company Name | |
MEDIA AWARDS | |||
3D | Bronze | Red Bull X-Fighters Media Kit | Publicis Machine |
Direct Mail: Addressed Campaigns | Gold | Nedbank Brighter Tomorrow Personal Loans Campaign | Lesoba Difference |
Gold | Nedbank Best for You Personal Loans Campaign | Lesoba Difference | |
Gold | Nedbank Next Step Personal Loans Campaign | Lesoba Difference | |
Gold | SOS Christmas Mailing 2013 | 5th Dimension | |
Silver | Nedbank What you Need Personal Loans Campaign | Lesoba Difference | |
Silver | SOS Recipe Mailing 2014 | 5th Dimension | |
Bronze | BA Credit Card launch | Mortimer Harvey | |
Leader | SOS Seed Mailing 2013 | 5th Dimension | |
Direct Response Mass Media: TV, Print, Out-of-Home and Radio | Bronze | Myths | OPENCO The Open Collaboration |
Leader | Virgin Money WTF card campaign | Mortimer Harvey | |
Face to Face Activations / Field Marketing | Silver | MWEB WiFi Virtual Wine Tour | Ambrosia Brand Experience Agency |
Silver | Vaseline Skin Analysis in 60 Seconds | Liquorice & Minanawe | |
Bronze | Momentum: FPI Campaign | Lesoba Difference | |
Bronze | Shield B+W Top Gear Festival Activation | Gorilla Creative Media | |
Bronze | Stimorol Sensations Activation | POD Communications | |
Bronze | Rewards & More Field Activation | The Foschini Group | |
Bronze | Pin Pop School Tour | Nungu Marketing & Distribution | |
Leader | The Heartfelt Project | Fine Healthcare | |
Experiential Media | Silver | PoloTag | OgilvyOne South Africa |
Silver | MINI "minilectrix" | Gloo | |
Silver | Make Think Become Did | BNRY & Jupiter Drawing Droom JHB | |
Leader | SMoD - Street Museum of Design | iKineo | |
Leader | Smith & Nephew Visionaire | Fine Healthcare | |
Leader | Journey of Water | OgilvyOne South Africa | |
Mobile SMS, MMS | Silver | KFC Ka-Ching Dash | Ogilvy & Mather Johannesburg |
Bronze | POND'S flawless radiance 7 Day Challenge | Gorilla Creative Media | |
Mobile Marketing: Interactive (Display, Games, (pull) Banner ads, Mobi Sites) | Gold | BMW "are you 2 enough" | Gloo |
Silver | BMW 2 Series - Are you 2 Enough? | Vizeum South Africa | |
Silver | KFC Ka-Ching Dash | Ogilvy & Mather Johannesburg | |
Silver | PoloTag | OgilvyOne South Africa | |
Bronze | Make Think Did | The Jupiter Drawing Room (Johannesburg) South Africa | |
Bronze | bookly | NATIVE VML | |
Search Marketing: SEO and PPC | Silver | Direct Axis SEO Illumination Campaign | ROGERWILCO |
Bronze | HealthCart.co.za SEO | Sprout, by iKineo | |
Leader | ooba SEO campaign | ROGERWILCO | |
Leader | Genesis Medical David vs Goliath SEO project | ROGERWILCO | |
Online: Banners, Micro sites, Websites and Other | Gold | FNB "League of Innovators" | Gloo |
Gold | Capitec Bank #AskWhy | Quirk Cape town | |
Silver | Capitec Bank Website | Quirk Cape town | |
Bronze | Tiger Brands Beacon Easter Campaign | EOH Digital | |
Leader | #GLAadventure | iProspect | |
E-commerce | Leader | HP Shop's Makeover | Digital Planet |
Telemarketing: Outbound | Gold | ABSA Rewards Outbound Sales Campaign | NEXT |
Gold | Cell C GET MORE | NEXT | |
Social Media (Social Media Platforms) | Gold | Absa RooiBokke | Cerebra, Base2, Playmakers, Thackwell & Whittaker on behalf of Absa |
Gold | The Street Store | M&C Saatchi Abel | |
Silver | SuperSport World Cup Live | Levergy | |
Silver | PoloTag | OgilvyOne South Africa | |
Bronze | Magnum Pink & Black Twitter Auction | Liquorice, The Hardy Boys & Marcus Brewster | |
Bronze | Nandos 16 Pictures | Publicis Machine | |
Email Marketing | Gold | MINI "the new original" | Gloo |
MULTI CHANNEL / BORDER AWARDS | |||
Integrated Direct Marketing Campaigns | Gold | FNB "League of Innovators" | Gloo |
Gold | Ke Yona | NATIVE VML | |
Silver | Inflation Bulldog | 99c Communications | |
Silver | PoloTag | OgilvyOne South Africa | |
Silver | Johnnie Walker Meet Your Match | King James | |
Silver | The Hungry Lion Lucky Bucket | Quirk Cape Town | |
Bronze | Democratic Alliance - General Election Campaign 2014 | M&C Saatchi Abel | |
Bronze | Make Think Did | The Jupiter Drawing Room (Johannesburg) South Africa | |
Bronze | Tropika Island of Treasure Six | 7 Different Kinds of Smoke | |
Leader | Golf R digital launch campaign | OgilvyOne South Africa | |
Leader | For The Bold | Mortimer Harvey | |
Leader | 1818 Clubhose Driver | Notabene | |
RELATIONSHIP MARKETING AWARDS | |||
CRM Programmes | Gold | Momentum 947 Cycle Challenge | Demographica |
Silver | Adidas 3Stripes | Prime Arc | |
Bronze | Momentum: Passion for Life Campaign | Lesoba Difference | |
Loyalty Programmes | Silver | CELL C GET MORE | Stratitude (Pty) Ltd |
ERM: Employee Relationship Marketing | Gold | REDbutler | Stratitude (Pty) Ltd |
Gold | NTT One Million | Absa Bank Limited | |
Silver | Switchlab Innovation Management Program | Afrocentric Health and Inter-net | |
Silver | Multichoice MLIFE | Stratitude (Pty) Ltd | |
Bronze | Momentum: DNA ERM Programme | Lesoba Difference | |
Bronze | 10/10 - mConnect Intranet Relaunch | The Actuate Group (Pty) Ltd | |
Database and Analytics Innovation | Silver | Incremental Response Lift Modelling | Nedbank Personal Loans |
CRAFT AWARDS | |||
Most Effective Use of Content | Gold | Johnnie Walker Meet Your Match | King James |
Silver | Your Legend Lives On | 99c Communications | |
Bronze | Standard Bank Financial | OMNICOMMEDIAGROUP SA | |
Leader | Make Think Did | The Jupiter Drawing Room (Johannesburg) South Africa | |
Branded Content | Silver | The Volkswagen Golf R | OgilvyOne South Africa |
Silver | Zinger Double Down | Ogilvy & Mather Johannesburg | |
Bronze | Ke Yona | NATIVE VML | |
Bronze | Standard Bank Financial | OMNICOMMEDIAGROUP SA | |
Leader | Johnnie Walker Meet Your Match | King James | |
Leader | Your Legend Lives On | 99c Communications | |
Leader | Kreepy Krauly Wrangler | Retroviral and Ebony + Ivory | |
Leader | Dentyne Anytime | OgilvyOne South Africa | |
Art Direction | Gold | Where Women Walk | Base2 |
Gold | Habari Media Pow Wow Calendar | Publicis Machine | |
Gold | PoloTag | OgilvyOne South Africa | |
Gold | Absa Private Bank Staff Campaign | Mortimer Harvey | |
Silver | World Leisure Holidays - Children of The Pool | OPENCO The Open Collaboration | |
Silver | FNB "League of Innovators" | Gloo | |
Silver | World Leisure Holidays - Little Shop of Toddlers | OPENCO The Open Collaboration | |
Bronze | Red Bull X-Fighters Media Kit | Publicis Machine | |
Innovative Solutions | Gold | The Street Store | M&C Saatchi Abel |
Silver | App launch-Mission Control studio with personalised responses and LCD mail pack to social influencers | Standard Bank | |
Bronze | FutureNOW | iKineo | |
Bronze | PUMA "VISAR" | Gloo | |
Leader | MINI "minilectrix" | Gloo | |
Leader | Discovery Wellness Experience | BNRY | |
UX, Interface and Navigation Design | Gold | BMW "are you 2 enough" | Gloo |
Bronze | Golf R digital launch UX and Navigation | OgilvyOne South Africa | |
Use of New Technologies | Gold | bookly | NATIVE VML |
Silver | Chocnology | NATIVE VML | |
Bronze | ATNS: Video Booklet Campaign | Lesoba Difference | |
Apps | Bronze | BMW "are you 2 enough" | Gloo |
SPECIAL DIRECT AWARDS | |||
Non Profit Direct Marketing Campaign | Gold | The Exchange | NATIVE VML |
Gold | The Street Store | M&C Saatchi Abel | |
Bronze | Journey of Water | OgilvyOne South Africa | |
Leader | Save the Children - SA Cares Micro Site | 5th Dimension | |
Leader | Buckets of Love Campaign | Downes Murray International | |
Student Direct Marketing Campaign | Gold | Phyllis Robertson Home Coin-laying | Student group from University of Pretoria |
Gold | Human Trafficking | Impact Communication Agency University of Johannesburg | |
Bronze | Human Trafficking | Ignite Solutions University of Johannesburg | |
Public Benefit Direct Marketing Campaign | Silver | Guardians Campaign | Downes Murray International |
INDIVIDUAL AND COMPANY AWARDS | |||
Organisation of the Year | |||
Direct Marketer of the Year | |||
SME of the Year | |||
Young Direct Marketer of the Year | Faheem Chaudhrym M&C Saatchi Abel | ||
Agency of the Year | |||
Brand of the Year | Nex Media Magazine | ||
DMA HALL OF FAME | Julian Ardagh | ||
SAPO Nkosi Award | Lesoba Difference | Direct Mail: Addressed Campaigns Nedbank Brighter Tomorrow Personal Loans Campaign |