Adclick Africa wins 2 MMA Smarties 2026 Awards for AI-driven campaign

The campaign was recognised in the new AI-related categories, receiving a Silver Award for AI-Driven Creative Excellence and a Bronze Award for Innovative Use of AI in Advertising, further cementing the role of artificial intelligence as a transformative force in modern marketing and customer engagement.

MMA Smarties Awards 2026 results

Silver Award – AI-Driven Creative Excellence

Doctor B – AI Influencer Experience

Bronze Award – Innovative Use of AI in Advertising

Doctor B – AI Influencer Experience

Transforming healthcare marketing through AI

Developed in partnership with Agile Alternative Business Solutions for Bonitas Medical Fund, the Doctor B concept reimagined how consumers engage with healthcare information and medical aid products. Rather than relying on traditional static advertising and lead generation journeys, the campaign introduced an AI-powered assistant capable of delivering personalised, conversational guidance throughout the customer journey.

Doctor B was designed to simplify complex medical aid decisions by providing relevant information in an accessible, engaging and human-centred format. By embedding AI directly into the marketing and customer experience ecosystem, Adclick Africa created meaningful engagement at scale while improving lead quality and overall campaign performance. The campaign generated over 100 000 qualified leads, while reducing cost per lead (CPL) by over 5% and consistently outperforming industry benchmarks.

Beyond lead generation, Doctor B evolved into a full-funnel communication platform supporting customer education, product awareness, conversion optimisation and real-time market responsiveness.

Recognition for Innovation and Creative Excellence

“These awards demonstrate what becomes possible when creativity, technology and customer needs are aligned,” said Velly Bosega, chief executive officer at Adclick Africa. “Doctor B challenged traditional healthcare marketing by creating a conversational AI experience that empowered consumers with relevant information while delivering measurable business outcomes. We are incredibly proud of the work achieved alongside Agile Alternative Business Solutions and Bonitas Medical Fund, and honoured to have that innovation recognised by the MMA Smarties Awards.”

The recognition highlights a growing shift within the marketing industry, where artificial intelligence is no longer confined to behind-the-scenes campaign optimisation but is increasingly becoming a customer-facing experience that enhances engagement, personalisation and conversion.

MMA Smarties 2026 Awards – silver and bronze Trophies – Adclick Africa

A new benchmark for AI-powered customer engagement

The success of Doctor B demonstrates how brands can leverage artificial intelligence to create scalable, always-on customer experiences without sacrificing relevance or authenticity. By combining strategic media planning, creative innovation and AI-powered engagement, the campaign delivered tangible business impact while improving the customer journey.

For Bonitas Medical Fund, the initiative reinforced its position as a forward-thinking healthcare provider committed to making healthcare information more accessible and easier to understand for South Africans.

Adclick Africa expands with Growth Agency

Adclick Africa is an award-winning performance marketing and media agency specialising in digital strategy, paid media, search engine optimisation (SEO), content marketing, social media marketing, creative production and adtech solutions. The agency partners with leading brands across South Africa and Africa to deliver measurable growth through data-driven marketing, innovation and performance-led execution.

As part of its strategic evolution, Adclick Africa is transitioning into a dedicated media offering, while Growth Agency expands as the group's specialised digital marketing and performance marketing agency.

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