Marketing & Media trends
Pendoring favourite 'Vriendelike Frikkie' jewel in Draftfcb Cape Town's crown
A special award for Klipdrift's Vriendelike Frikkie was the jewel in a crown of accolades won by Draftfcb Cape Town at the 16th annual Pendoring Awards held last week in Johannesburg.
Vriendelike Frikkie, the first of numerous ads for the Distell icon brand featuring the charismatic brandy drinker, was named Die Mense se Doring ('The People's Favourite') at the event. It was judged by the public to be the best liked Afrikaans advertisement of the last decade: 2000 - 2010.
Earlier this year, the same ad was named the Best Consumer Liked Advert of the Past Decade by Millward Brown's Adtrack. This is Millward Brown's effective advertising research system that tracks the liking and noting performance of all television commercials flighted annually.
Vriendelike Frikkie, nicknamed 'Met Eish' for the good-natured misinterpretation of a phrase uttered by the guest to his host, was created in 2005 by Draftfcb Cape Town's Creative Chairman, Francois de Villiers. The brand has been managed by the Cape Town agency for over 40 years.
Draftfcb Cape Town was called to the podium a further two times at Pendorings 2010 - once to collect a Gold Pendoring in the Above-the-Line Communication Design category for Santam's 80th Birthday campaign and a second time to take home a Silver Pendoring in the Above-the-Line Magazines category for Die Burger's Die Storie in die Storie campaign.
Draftfcb Johannesburg also achieved three Silver Pendorings; one in the Above-the-Line Posters category for Lexus (Jakkals trou met wolf se vrou), one in Above-the-Line Radio/Jingles category for Toyota (Hiluxie), and one in the Above-the-Line Cinema (exceeding R350 000 budget) for Toyota (Skaap).
A delighted Brett Morris, Chief Creative Officer of Draftfcb South Africa, said that he was incredibly proud of the group's achievement.
"As an agency, we have always strived to produce advertising that resonates with real South Africans, the very people who buy our clients' products and services. We know that liking not only has a high correlation with media efficiency, it positively contributes to consumers' predisposition about the brand or product being advertised.
"It is a tribute to our creative teams and executive creative directors over the years that they have been able to consistently achieve high liking scores for our clients' brands. For Draftfcb Cape Town to have created the country's favourite ad of the past decade as awarded by two highly regarded initiatives is phenomenal. Big ups to everyone in the Mother City, especially in light of your recent successes for Santam, Momentum and Miway at the recent Midas Awards as well as for Spur Steakhouses and Sterns at the 2010 Times/Sowetan Retail Survey.
"But what really makes me want to sing from the rooftops is that our performance on the Millward Brown lists as well as at this year's Loerie Awards and Pendoring Awards proves our creative depth and ability to speak to all South Africans.
"There's industry doyen, Francois de Villiers, largely responsible for the Millward Brown and Pendoring achievements and a young team in Johannesburg responsible for two Loerie Golds with the same campaign for Vodacom, the Radio Commercial Gold as well as the New Voice Award/Non-English Radio Gold."