Subscribe & Follow
Jobs
- Digital Designer Johannesburg
- Events Coordinator Johannesburg
- Digital Account & Project Manager Cape Town
- Creative Director Cape Town
- Digital Account Manager Cape Town
- Digital Manager Johannesburg North
- Junior Marketing and Communication Coordinator Durban
- Data Strategist Johannesburg
- Ad Agency Client Service Administrator Cape Town
- SEO and Content Creator Intern Cape Town
Carat SA together with Carat Asia Pacific won three Tangram Awards @ Spikes Asia
The team was challenged to build sales of Adam through making an emotional connection and thereby gaining market share. Opel Adam is a cute, quirky, highly customisable, super mini that is designed to appeal to a young primarily female customer. These women are more interested in their careers, social life and the opposite sex than new cars. Using CCS data, reporting that 44 % of women use dating websites on a weekly basis, Carat SA and Carat Asia Pacific saw the opportunity to marry the data and dating, through the use of the popular dating site Tinder. The results were phenomenal, with Adam sales increasing by 65% during the campaign. Adam outsold MINI and FIAT 500 in February (Read full case study here).
Carat was shortlisted in four categories of which they brought home the following three awards:
Tangrams Media Strategy: Cars & Automotive Services - Silver
Tangrams Digital Strategy: Cars & Automotive Services - Bronze
Tangrams Digital Strategy: Digital Innovation – Bronze
This co-created campaign has also received numerous other accolades, including two Silver Awards at the highly regarded Global Dentsu Aegis Network Innovation Awards.
The Tangrams Effectiveness @ Spikes are Asia Pacific’s foremost awards, honouring clients and their agencies for marketing strategies through delivering results that transform businesses and brands. The entries are evaluated by a panel of top client and agency professionals against stringent criteria. Spikes Asia, is the leading creativity festival in Asia and is the region’s most prestigious awards for creative communications.
When asked about her teams’ success Celia Collins, Managing Director for Carat Johannesburg said, “We are delighted to win such an award with our Singapore office, it shows true collaboration and integration.”
- Dentsu Performance transforms and sets the bar for digital marketing09 Sep 10:59
- IProspect: Empowering brands with integrated solutions and unmatched expertise05 Sep 10:13
- Unlocking the power of attention economics04 Sep 13:47
- Innovating to impact: dentsu leads the way29 Aug 11:51
- Red Star SA shines at IAB Bookmark Awards with Heineken Beverages South Africa campaigns27 Aug 09:56