South African Post Office Presents the Assegai Awards
Creativity is a very subjective and ethereal thing, it is something that defies measurement. What one person finds appealing could leave another person cold. Competition on the other hand, is all about measurement and comparison. When it comes to the Assegai Awards, the aim is to find the marriage of these two disparate concepts.
The creativity which goes into a campaign is what makes it attractive. This creativity could be in the content, the delivery, the execution or any number of other factors, but what counts is the reaction of the recipients. For the brand owner it is all about return on investment and this is how the Assegai Awards are judged. On 6 November the finalists joined their peers from the direct marketing industry at Shine Studios in Braamfontein to see who would be crowned the winners in the various categories. As in the past, the judges’ decisions were final and in a number of categories no winners were announced. Judging was based on a matrix where winners were awarded points for a range of criteria.
Approximately 70 experienced industry representatives made up the judging panel to evaluate all the entries. The competition was well supported with 260 entries received from 75 companies. Judging was done as a two-part process with the initial round held on 30 September and the second round on 7 October where the top-performing campaigns were re-evaluated. Judges were required to recuse themselves if they had been involved with, or had prior knowledge of, a specific entry.
The winners of the various categories were then presented.
3D Category: Only one Bronze Award was presented to Publicis Machine for the Red Bull X-Fighters Media Kit.
Direct Mail: Addressed Campaigns Category sponsored by Merpak Envelopes:
Gold: Lesoba Difference for Nedbank Brighter Tomorrow Personal Loans Campaign
Gold: Lesoba Difference for Nedbank Best for You Personal Loans Campaign
Gold: Lesoba Difference for Nedbank Next Step Personal Loans Campaign
Gold: 5th Dimension for SOS Christmas Mailing 2013
Silver: Lesoba Difference for Nedbank What you Need Personal Loans Campaign
Silver: 5th Dimension for SOS Recipe Mailing 2014
Bronze: Mortimer Harvey for BA Credit Card launch
Leader: 5th Dimension for SOS Seed Mailing 2013
Direct Response Mass Media: TV, Print, Out-of-Home and Radio Category:
No Gold or Silver Awards were presented.
Bronze Award: OPENCO The Open Collaboration for Myths
Leader: Mortimer Harvey for Virgin Money WTF Card Campaign
Face to Face Activations/Field Marketing Category:
No Gold Award was presented
Silver: Ambrosia Brand Experience Agency for MWEB WiFi Virtual Wine Tour
Silver: Liquorice and Minanawe for Vaseline Skin Analysis in 60 Seconds
Bronze: Lesoba Difference for Momentum: FPI Campaign
Bronze: Gorilla Creative Media for Shield B+W Top Gear Festival Activation
Bronze: POD Communications for Stimorol Sensations Activation
Bronze: The Foschini Group for Rewards and More Field Activation
Bronze: Nungu Marketing and Distribution for Pin Pop School Tour
Leader: Fine Healthcare for The Heartfelt Project
Experiential Media Category:
No Gold Award was presented
Silver: OgilvyOne South Africa for PoloTag
Silver: Gloo for MINI ‘minilectrix’
Silver: BNRY and Jupiter Drawing Room JHB for Make, Think, Become, Did
Leader: iKineo for SMoD – Street Museum of Design
Leader: Fine Healthcare for Smith & Nephew Visionaire
Leader: OgilvyOne South Africa for Journey of Water
Mobile SMS, MMS Category sponsored by Blue Label Data Solutions:
No Gold Award was presented
Silver: Ogilvy & Mater Johannesburg for KFC Ka-Ching Dash
Bronze: Gorilla Creative Media for POND’s Flawless Radiance 7 Day Challenge
Mobile Marketing: Interactive (Display, Games, (pull) Banner ads, Mobi Sites) Category sponsored by OgilvyOne:
No Gold Award was presented
Silver: Vizeum South Africa for BMW 2 Series – ‘are you 2 enough?’
Sliver: Ogilvy & Mather Johannesburg for KFC Ka-Ching Dash
Silver: OgilvyOne South Africa for PoloTag
Bronze: The Jupiter Drawing Room Johannesburg for Make, Think, Become, Did
Bronze: Native VML for Bookly
Search Marketing: SEO and PPC Category:
No Gold Award was presented
Silver: ROGERWILCO for Direct Axis SEO Illumination Campaign
Bronze: Sprout, by iKineo for HealthCart.co.za SEO
Leader: ROGERWILCO for ooba SEO Campaign
Leader: ROGERWILCO for Genesis Medical David vs Goliath SEO Project
Online: Banners, Microsites, Websites and Other Category sponsored by Digital Planet:
Gold: Gloo for FNB ‘League of Innovators’
Gold: Quirk Cape Town for Capitec Bank #AskWhy
Silver: Quirk Cape Town for Capitec Bank Website
Bronze: EOH Digital for Tiger Brands Beacon Easter Campaign
Leader: iProspect for #GLAadverture
E-commerce Category: There was only one award presented in this category.
Leader: Digital Planet for HP Shop’s Makeover
Telemarketing: Outbound Category sponsored by Mark Lives:
Gold: NEXT for Absa Rewards Outbound Sales Campaign
Gold: NEXT for Call C GET MORE
Social Media (Social Media Platforms) Category sponsored by Standard Bank:
Gold: Cerebra, Base2, Playmakers, Thackwell & Whittaker on behalf of Absa for Absa RooiBokke
Gold: M&C Saatchi Abel for The Street Store
Silver: Levergy for SuperSport World Cup Live
Silver: OgilvyOne South Africa for PoloTag
Bronze: Liquorice, The Hardy Boys and Marcus Brewster for Magnum Pink & Black Twitter Auction
Bronze: Publicis Machine for Nandos 16 Pictures
Email Marketing Category sponsored by BizCommunity:
Gold: Gloo for MINI ‘the new original’
The Multi Channel/Border Awards were presented.
Integrated Direct Marketing Campaigns Category sponsored by The Marketing Site:
Gold: Gloo for FNB ‘League of Innovators’
Gold: Native VML for Ke Yona
Silver: 99c Coomunications for Inflation Bulldog
Silver: OgilvyOne South Africa for PoloTag
Silver: King James for Johnnie Walker Meet Your Match
Silver: Quirk Cape Town for The Hungry Lion Lucky Bucket
Bronze: M&C Saatchi Abel for Democratic Alliance – General Election Campaign 2014
Bronze: The Jupiter Drawing Room Johannesburg for Make, Think, Become, Did
Bronze: 7 Different Kinds of Smoke for Tropika Island of Treasure Six
Leader: OgilvyOne South Africa for Golf R digital launch campaign
Leader: Mortimer Harvey for For the Bold
Leader: Notabene for 1818 Clubhouse Driver
Next were the Relationship Marketing Awards
CRM Programmes Category:
Gold: Demographica for Momentum 946 Cycle Challenge
Silver: Prime Arc for Adidas 3Stripes
Bronze: Lesoba Difference for Momentum: Passion for Life Campaign
Loyalty Programmes Category sponsored by Information Capital:
No Gold Award was presented in this category
Silver: Stratitude for Cell C Get More
ERM: Employees Relationship Marketing Category sponsored by Wink Promotions:
Gold: Stratitude for REDbutler
Gold: Absa Bank Limited for NTT one Million
Silver: Afrocentric Health and Inter-net for Switchlab Innovation Management Program
Silver: Stratitude for Multichoice MLife
Bronze: Lesoba Difference for Momentum: DNA ERM Programme
Bronze: The Actuate Group for 10/10 – mConnect Intranet Relaunch
Database and Analytics Innovation Category sponsored by P:Cubed:
No Gold Award was presented in this category.
Silver: Nedbank Personal Loans for Incremental Response Lift Modelling
The Craft Awards were presented next.
Most Effective Use of Content category sponsored by Nex Media:
Gold: King James for Johnnie Walker Meet Your Match
Silver: 99c Communications for Your Legend Lives On
Bronze: Omnicommediagroup SA for Standard Bank Financial
Leader: The Jupiter Drawing Room Johannesburg for Make, Think, Become, Did
Branded Content Category:
There was no Gold Award presented in this category
Silver: OgilvyOne South Africa for The Volkswagen Golf R
Silver: Ogilvy & Mather Johannesburg for Zinger Double Down
Bronze: Native VML for Ke Yona
Bronze: Omnicommediagroup SA for Standard Bank Financial
Leader: King James for Johnnie Walker Meet Your Match
Leader: 99c Communications for Your Legend Lives On
Leader: Retroviral and Ebony + Ivory for Keepy Krauly Wrangler
Leader: OgilvyOne South Africa for Dentyne Anytime
Art Direction Category sponsored by Cinemark:
Gold: Base2 for Where Women Walk
Gold: Publicis Machine for Habari Media Pow Wow Calendar
Gold: OgilvyOne South Africa for PoloTag
Gold: Mortimer Harvey for Absa Private Bank Staff Campaign
Silver: OPENCO The Open Collaboration for World Leisure Holidays – Children of the Pool
Silver: Gloo for FNB ‘League of Innovators’
Silver: OPENCO The Open Collaboration for World Leisure Holidays – The Little Shop of Toddlers
Bronze: Publicis Machine for Red Bull X-Fighters Media Kit
Innovative Solutions Category sponsored by Effective Intelligence:
Gold: M&C Saatchi Abel for The Street Store
Silver: Standard Bank for App Launch-Mission Control studio with personalised responses and LCD mail pack to social influencers
Bronze: iKineo for FutureNOW
Bronze: Gloo for PUMA ‘VISAR’
Leader: Gloo for MINI ‘minilectrix’
Leader: BNRY for Discovery Wellness Experience
UX, Interface and Navigation Design Category:
Gold: Gloo for BMW ‘are you 2 enough’
Bronze: OgilvyOne South Africa for Golf R digital launch UX and Navigation
Use of New Technologies Category:
Gold: Native VML for bookly
Silver: Native VML for Chocnology
Bronze: Lesoba Difference for ATNS: Video Booklet Campaign
Apps Category:
There were No Gold or Silver Awards presented in this category
Bronze: Gloo for BMW ‘are you 2 enough’
The Special Direct Awards were presented next.
Non Profit Direct Marketing Campaign Category sponsored by Absa:
Gold: Native VML for The Exchange
Gold: M&C Saatchi Abel for The Street Store
Bronze: OgilvyOne South Africa for Journey of Water
Leader: 5th Dimension for Save the Children – SA Cares Micro Site
Leader: Downes Murray International for Buckets of Love Campaign
Student Direct Marketing Campaign Category:
Gold: Student group from the University of Pretoria for Phyllis Robertson Home Coin-laying
Gold: Impact Communication Agency University of Johannesburg for Human Trafficking
Bronze: Ignite Solutions University of Johannesburg for Human Trafficking
Public Benefit Direct Marketing Campaign Category:
There was no Gold Award presented in this category.
Silver: Downes Murray International for Guardians campaign
The Individual and Company Awards were presented.
Organisation of the Year: No Award Presented
Direct Marketer of the Year: No Award Presented
SME of the Year: No Award Presented
Young Direct Marketer of the Year: Faheem Chaudhrym of M&C Saatchi Abel
Agency of the Year: No Award Presented
Brand of the Year: Nex Media Magazine
DMA Hall of Fame sponsored by Nedbank: Julian Ardagh of Effective Intelligence
SAPO Nkosi Award sponsored by The South African Post office: Lesoba Difference for its entry into the Direct Mail Addressed Campaigns category – Nedbank Brighter Tomorrow Personal Loans Campaign.
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