The Standard Bank MMA SMARTIES Awards winners announced
How (and why) BrightRock and eNCA teamed up
T
he South African mobile industry announced its inaugural
SMARTIES Awards winners. Showcasing South African
mobile and integrated success stories.
The event was held at the picturesque backdrop of Rand-
lords in Johannesburg, over-looking the Nelson Mandela
Bridge and our commercial capital’s skyline.
Partnered with the Mobile Web Africa conference, the
Mobile Marketing Association segment commenced with
Monique Leech fromMillward Brown giving insight intomobile
research, Esther Maina from Aim Group added perspective on
‘Dark Social’ and Belinda Carreira, the Executive Head of Inter-
active Marketing at Standard Bank broke out insightful trends
acrosstheglobewithafocusonAfrica.Thesessionclosedwith
a thought leadership panel of leading mobile marketers- Can-
dice Goodman, Matt Willis, Raymond Buckle, Rick Joubert and
Yaron Assabi and was chaired by Nicolle Harding the Chairper-
son of MMASA.
The Standard BankMMASMARTIESAwards commenced
with the Judge Chair Tim Bishop opening proceedings. The
judging was completed independently of MMASA to ensure
fair assessment of all shortlisted entries.
‘After being lucky enough to have previously judged the
Smarties in New York, it was no less “glam” sat with the es-
teemedSAjudgesforourownregionalversionoftheawards.It
has always been very hard with our lower tech consumer mar-
ket of SA to compete with the glam and glitz of global entries
incorporating mass market new technology apps, wearables
and fitness bands, but our clever, contextual use of this limited
tech alongside the full understanding the wide range of con-
sumers in SA really makes for really innovative campaigns that
have true reach and success for the brands involved. SA has
done well in the global awards every year, but nowwe can re-
ally focus on, and recognise the great work within our shores,’
commented Tim Bishop, Director Deloitte Digital and Chair for
Standard BankMMA SMARTIES.
Judges Panel 2014
Judging Chair -TimBishop - Director – Deloitte’s Digital
Angus Robinson - Director of Mobility- Native VML
Sagren Pather - Head Digital and Direct Marketing -
Standard Bank
John Davenport - Partner -Ireland Davenport
Brad Page - Managing Partner –Neo@Ogilvy
Jonathan Beggs- Chief Creative Officer -
Saatchi and Saatchi
Winners Of The Standard Bank MMA SMARTIES
Awards
Marketing Strategy Award – Brand awareness:
Bronze–BoxerSuperstores/BoxerSuperShopperShowby
Mobitainment
Silver – No award
Gold – Tastic/Tastic Red Pot by Yonder Media
Marketing Strategy Awards – Lead generation,
Direct Response and Conversion
Bronze –Mxit/Mxit Millionaires by Silverstone Solutions
Silver – Boxer Superstores/Boxer Super Shopper Show by
Mobitainment
Gold – No award
Marketing Strategy Awards – Product and
Services Launch
Bronze – Nokia/Nokia 1520 Storyteller by
Silverstone Solutions
Silver – No award
Gold – No award
Enabling Technologies – Innovation
Bronze – Tastic/Tastic Red Pot by Yonder Media
Silver – Nokia/Nokia Street Kreatives by
Silverstone Solutions
Gold – Hungry Lion/Hungry Lion – Bigger Burger Banner
by Quirk
Channel/Media Strategy Awards –Messaging
Bronze – Pods/7 Day Challenge by Gorilla CreativeMedia
Silver – No award
Gold – No award
Channel/MediaStrategyAwards–TabletCampaign
Bronze – No award
Silver – Unilever/Vaseline Skin Analysis by Liquorice
Gold – No Award
Channel/Media Strategy Awards –Mobile App
No awards were presented
Channel/Media Strategy Awards –MobileWebsite
Bronze – No award
Silver – Tastic/Tastic Red Pot by Yonder Media
Gold – No award
Channel/Media Strategy Awards – CrossMedia
Integration
Bronze – Boxer Superstores/Boxer Super Shopper Show
byMobitainment
Silver – Tastic/Tastic Red Pot by Yonder Media
Gold – No award.
Unfortunately even with the best planning mistakes do
happen. We apologise to Mobitainment for announcing its
Cross Media Integration Award in the Channel / Media Strat-
egy Awards category as a Gold, the campaign in fact won a
Bronze.
Get in touch with the MMA SA Chairperson Nicolle Hard-
ing
|
+ 27 72 755 0425
A
cclaimed funny man David Kibuuka, landed the job
of his dreams when he was chosen to cover the
World Cup in Brazil as a sport reporter for the news
channel eNCA.
Comedian Kibuuka, part of the Emmy-nominated
show, Late Nite News, spent a month in Brazil giving his
irreverent and hilarious reports about howhe experienced
the host country.
From 11 June to 13 July 2014, eNCA viewers were
able to follow him daily on his whacky adventures as
Daveinvitedhimselfintopeople’shomes,learntCapoeira,
talked to rowdy locals, interviewed over-excited visitors,
indulged in local cuisine, enjoyed local festivals and con-
tinued his hopeless search for love.
It was all part of Dave’s Big Break in Brazil, a three-
minute sports report that flighted on eNCA during the
prime time morning and evening news broadcasts
throughout the Soccer World Cup in Brazil. Presenter
David Kibuuka, and a crew of five, were flown to Brazil,
where they filmed and edited all 33 episodes of Dave’s
Big Break on location in the cities of Sao Paulo, Rio de
Janeiro, Brasilia and Salvador. Post-production took place
in South Africa, from where the daily broadcasts were
submitted to eNCA.
Kibuuka’s adventures also took place online on Bright-
Rock’s Change Exchange
.
co.za
), a dynamic online platform that taps into the emo-
tions behind consumers’ biggest financial decisions. It is a
space where people can learn from others going through
the same ‘Change Moments’, ask questions and share
experiences. The Change Exchange focuses on four key
Change Moments, which include ‘Starting a family’, ‘Ty-
ing the knot’, ‘Landing that job’ and ‘Making a home’.
Dave’s Big Break, which linked to the Change Mo-
ment of ‘Landing that Job’, slotted into the Change
Exchange’s focus on shared experiences, by allowing
viewers to share in Dave’s many setbacks and witness
his unfaltering belief in his status as ‘Senior Sports Re-
porter’ – which was eventually rewarded (albeit in an
unexpected guise) when hemade his debut as a rap artist
in the final episodes.
Dave’s Big Break in Brazil was a tactical extension
of BrightRock’s unique approach to creating consumer
awareness of its brand and product offering. Both the
choice of eNCA as a partner and the choice of content –
which brought together the diverse genres of news, com-
edy and sport – were informed by BrightRock’s research
into the interests and viewing habits of consumers in its
market segment.
Suzanne Stevens, Executive Director at BrightRock
explained, ‘Dave’s Big Break allowed us to take this con-
cept to our target audience by knitting our brand into cur-
rent news and sports events in an engaging and fun way
on a platform and at a time that we knew would reach
– and, through entertaining content, engage – our target
audience.’
eNCA echoes the sentiment. ‘It was an excellent op-
portunity for us toworkwith a great brand on such a novel
concept, said Patrick Conroy, MD of eNCA. ‘We enjoy in-
novative clients who are willing to engage our audience
in a different way towhich they are accustomed.We look
forward to more of this in the future.’
According to Stevens, BrightRock –which operates in
the life insurance sector – had identified an opportunity
to engage with consumers at a more personal, emotional
level.Industryresearchshowsthatconsumers’propensity
to initiate a life insurance purchase is far higher at these
times. A 2012 study in the Journal of Risk and Insurance
found that new parents were 40 percent more likely to
buy life insurance cover. It also showed an increase in
self-initiated life insurance purchases when starting a
new job.
‘These significant life changes not only impact con-
sumers’ finances, but also their health, lifestyle and sense
of identity. BrightRock has identified an opportunity to
engage with consumers at a more personal, emotional
level.’ said Stevens.
‘As our product is designed to change with you as
your financial interests shift at these major, life changing
moments,webelievethesemomentsareexactlytheright
time to be engaging with consumers in a way that ad-
dresses both the financial and emotional impacts.’
Stevens said BrightRock saw a significant increase in
social media traffic and online conversations throughout
the Dave’s Big Break campaign.
‘We’re confident the campaign increased awareness
not only of the BrightRock brand, but of our change-loving
ethos,’ concluded Stevens.
You can view episodes of Dave’s escapades in Brazil
at BrightRock’s YouTube channel – BrightRock TV. And
you can visit
for more
from Dave’s Big Break in Brazil and to access a wealth
of interesting and original content on Change Moments
fromBrightRock
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Vol 2 Issue 3
