SAX Arena hosts ASSEGAI AWARDS 2012
ASSEGAI AWARDS 2012 PRESENTED BY THE SOUTH AFRICAN POST OFFICE ANNOUNCES TOP DIRECT AND INTERACTIVE MARKETING WINNERS
Trends show move towards integration, augmentation of traditional with new media and multiple channel approaches
[Thursday, 15 November 2012] The pinnacle of excellence in Direct Marketing is celebrated at the Direct Marketing Association of South Africa’s annual Assegai Integrated Marketing Awards presented by the South African Post Office. The 2012 awards were celebrated at a glitzy red carpet affair on Thursday, 15 November at Sax Arena in Centurion. This prestigious event recognises the best of the best in direct and interactive marketing. It also celebrates creative and strategic execution of award winning direct and integrated marketing campaigns of the highest calibre in South Africa.
The industry response has been phenomenal. It’s indicative of a growing and vibrant industry. “The industry response has been exceptional despite an incredibly challenging year on both the business and legislative fronts. This year saw 259 campaigns which made it through to the final round of judging. Each year the Assegai Awards has grown in terms of entry numbers. The number of final entries submitted for 2012 increased by a whopping 37% compared with 2011 figures, where 189 campaigns were entered,” says Michelle Perrow, chairperson of the DMASA.
The DMA attributes this growth to the fact that direct marketing uptake is increasing rapidly as marketers are increasingly having to show demonstrable return on investment on marketing spend. With its fundamentals of databases and measurable ROI, direct marketing through traditional and new digital channels is a rapidly growing art and science. The quality of the work is improving and was of the very highest standard this year.
Head International judge and direct marketing luminary, Joost van Nispen who travelled to South Africa from Spain for the judging, comments, “The standard of direct marketing in South Africa is very high and is comparable to the rest of world, often better. It was so refreshing to see the level of creativity and dare I say that South Africans are a lot more adventurous in their marketing. The South African environment really lends itself to innovative work and it is great to see agencies and brands pushing the envelope. I was also really intrigued to see the excellent standard of SA’s social media campaigns which were world class.”
Assegai entry numbers are growing steadily year on year by at least 30%, the quality of work is improving each year and clients are getting to see the real bottom line benefits that sit behind the art and science of marketing. Each year an analysis of the entries reveals a telling story – more and more businesses, from small entrepreneurial outfits right through to the largest blue chips, are investing in direct and integrated marketing. Furthermore, they are seeing results which allow the industry to continue moving forward to greater heights.
“The biggest shift that I have seen is the dissolving of ‘the line. Integration is the name of the game and we are seeing a big upsurge in direct techniques and measurable strategies being used in multiple marketing areas. Of course, each area of the mix has a role to play but the manifestation of that role has changed. In short, it’s about utilising every brand contact and intervention to build data, be this through drive to web or mobisite, through data forms completed at activations, through driving response and participation off social media platforms to the more traditional direct channels. Direct Mail has not, for many years, yielded the excellent response and conversion rate that we see currently. Bringing multiple channels together to create Surround Direct provides a powerful formula for Sales and Relationship success. The steady and consistent growth of traditional channels alongside new media is something that the South African Post Office, our lead sponsor for the last six consecutive years is obviously delighted with. The Assegais also provides a wonderful research opportunity to benchmark evolving trends and test new products and services aimed at the direct marketing fraternity,” says Michelle Perrow, DMASA.”
Views that digital channels such as web, email, social media and SMS would spell the end of more traditional direct channels have proven unfounded judging on this year’s entries. Integration definitely seems to be the trend and marketers are making use of multiple channels to drive response across media channels.
Janras Kotsi, Group Executive: Mail Businessof the South African Post Office comments: “It is especially pleasing to see that the silo mentality seems to be subsiding and marketers are realising that to be a successful direct marketer, you need to embrace the versatility and appeals of different channels. It’s a new world of direct and interactive marketing and many of yesterday’s assumptions have changed. Multi-media marketing is more important than ever, but e-mail and phone are no longer the central players they once were – it is now all about integrated communications. Direct mail is enjoying an unprecedented level of appeal and relevance and finding its place in a combined communications mecca of new and traditional channels.”
Post Office’s e-Postal Business Unit supports this evolution in the marketing and communications space. The e-Postal business unit is an extension of the traditional mail business, offering a multi-faceted communication and transaction solution. It includes services such as e-Messaging (SMS, Fax & Email), Hybrid Mail and Electronic Bill Payment & Presentment (EBPP). “The EBPP component is being positioned as an enabler to offer convenient and alternative channel for SAPO customers to transact,” explains Janras.
Michelle from the DMA adds: “Marketers are starting to break through the silo mentality and integrate all media channels including social across the marketing organisation. Consumers expect brands to have a multi-faceted presence.”
The 2012 Assegai Integrated Assegai Awards is headline sponsored by the South African Post Office for the sixth consecutive year, and once again is generously supported by a host of category and support sponsors including:
- Absa
- African Bank
- Blue Label Data Solutions
- Bytestream
- Computer Facilities
- Demographica
- Edcon Group
- Information Capital
- Nedbank
- O’ Keeffe and Swartz
- P:Cubed
- Placecol Skin Care Clinic and Dream Nails Beauty
- Standard Bank
- List Perfect
- The Focus Rooms
- 5th Dimension – who are also responsible for the development of this year’s Assegais campaign
- Teresa Settas Communications – who are also the coordinators of the Assegai Awards
- Burlington Data Print
- Inter-Net
2012 Assegai Integrated Marketing Awards Winners
The awards were individually scored by an expert panel of judges and the final scores were audited by an independent auditor. The Leader awards, which were introduced in 2011, are those entries that could qualify in terms of their final audited scores for an Assegai award. From the leader awards, the top scoring campaigns are then awarded gold, silver and bronze awards.
| Company/Entrant | Title | |
| Media Awards – 3D | Sponsored by: Information Capital | Award |
| Lesoba Difference | Nedbank Investment Campaign | Gold |
| M&C Saatchi Abel | Weylandts Maison Invite | Silver |
| Prima Integrated Marketing | BMW Work of Art | Bronze |
| MACHINE | Marmite Blogger Pack | Leader |
| Media Awards – Direct Mail | Sponsored by: 5th Dimension | |
| Lesoba Difference | Spice Pack | Gold |
| Lesoba Difference | Journal of Appreciation | Silver |
| 5th Dimension | SOS – Back to School | Bronze |
| Lesoba Difference | Silver Service | Leader |
| Mortimer Harvey | Absa Personal Loans | Leader |
| Media Awards – Direct Response Advertising: TV, Infomercial, Radio | ||
| OPENCO The Open Collaboration | Hollard Non-Underwritten Life Launch | Silver |
| Prima Integrated Marketing | Ikamva Labantu Event Video | Bronze |
| OPENCO The Open Collaboration | Kaizer Chiefs Funeral Plan | Leader |
| Ogilvy | Cell C 99cents | Leader |
| 34 | Capitec Personal Loans | Leader |
| Media Awards – Direct Response Advertising: Outdoor, Ambient and Print | ||
| Lesoba Difference | Cuckoo Print Advert Suite | Silver |
| Lesoba Difference | Soar Print Ad Suite | Bronze |
| Lesoba Difference | Ricoh New Branding Ads | Leader |
| Media Awards – Unaddressed Campaigns: Distribution / Inserts | Sponsored by Blue Label Data Solutions | |
| Lesoba Difference | Unilever OMO Infomail Campaign | Bronze |
| Lesoba Difference | Nedbank Medical Professionals | Leader |
| Media Awards – Alternative: Experiential | ||
| Ogilvy Cape Town | Be the Coach | Silver |
| Ogilvy Cape Town | Darling to Carling | Bronze |
| Ogilvy Cape Town | Date Drive | Leader |
| M&C Saatchi Able | Nike ‘Runners Club Flagship Store’ | Leader |
| Gloo Digital Design | FNB “dotFNB” | Leader |
| Media Awards – Alternative: Activations | ||
| Ogilvy | Castle SuperFans | Silver |
| M&C Saatchi Able | Frisco ‘ Wide Awake Shake’ | Bronze |
| CKNet Internet Services (PTY) Limited | Jaguar & Land Rover Virtual Showrooms & Mall Activations | Leader |
| Silverstone Solutions | 29 Days of Amazing / Nokia Lumia Promoters App | Leader |
| Lesoba Difference | Cuckoo Mascots | Leader |
| Media Awards – Telephone Marketing | ||
| Absa Life (Pty) Ltd | Absa Lifelong Webmail | Silver |
| O’Keeffe & Swartz | Cancer Care Plan Insurance Acquisition Campaign | Bronze |
| O’Keeffe & Swartz | Cancer Care Plan Insurance Upgrade Campaign | Leader |
| O’Keeffe & Swartz | Hospital Plan Cross sell Insurance Campaign | Leader |
| Media Awards – Online Advertising | ||
| iLogic Agency | Nando’s Ketchup on the Headlines | Gold |
| Gloo Digital Design | Samsung “AFCON goal” | Silver |
| Gloo Digital Design | BMW “Infographics” | Bronze |
| Gloo Digital Design | Samsung Galaxy SIII “Smart Stay” | Leader |
| Gloo Digital Design | Samsung Galaxy SIII “Pop up play” | Leader |
| Media Awards – Social Media | Sponsored by : Inter-net | |
| Ogilvy Cape Town | Street Quest | Gold |
| Retroviral Digital Communications | Nando’s Last Dictator Standing | Silver |
| Ogilvy Cape Town | YouTube Interventions | Bronze |
| Ogilvy | SAB Miller Music Tour West | Leader |
| M&C Saatchi Able | Dimentia | Leader |
| Media Awards – Website | ||
| Ogilvy Cape Town | Date Drive | Silver |
| HomeChoice | Whack-a-Cupcake Game | Bronze |
| OPENCO The Open Collaboration | TollFreeGP | Leader |
| MACHINE | Marmite | Leader |
| Media Awards – E-mail Marketing | Sponsored by: Demographica | |
| Oscar Tango | Trailblazing through Africa | Gold |
| Demographica | Email Marketing | Silver |
| M&C Saatchi Able | M-Web | Bronze |
| 5th Dimension | Placecol Care Program – Emails | Leader |
| Oscar Tango | Ein Deutsches Model | Leader |
| Media Awards – Mobile | Sponsored by: Standard Bank | |
| The Foschini Retail Group (Pty) Ltd | TFG Search For Santa Mobile Campaign 2011 | Gold |
| Ogilvy Cape Town | Be the Coach | Silver |
| NATIVE | Pass the Parcel | Bronze |
| Ogilvy Cape Town | Street Quest | Leader |
| Liquorice | What’s for Dinner Mobile App | Leader |
| Multiple Channel Campaign Awards | Sponsored by: Absa | |
| Ogilvy Cape Town | Date Drive | Gold |
| Ogilvy Cape Town | The world’s first alien abduction flavoured gum | Silver |
| Boomtown Strategic Brand Agency | Dream starter | Bronze |
| Havas Worldwide South Africa | Emperors Palace: Game Changers | Leader |
| Ogilvy | Cell C 99cents | Leader |
| Relationship Marketing – CRM & Loyalty | ||
| Mortimer Harvey | Absa Onboarding | Silver |
| The Foschini Retail Group (Pty) Ltd | TFG Rewards & More | Bronze |
| New Clicks South Africa PTY LTD | The Body Shop | Leader |
| Silverstone Solutions | Nokia Rewards | Leader |
| 5th Dimension | Placecol Care Program | Leader |
| Relationship Marketing – ERM | Sponsored by: Edgars | |
| Stratitude (Pty) Ltd | Telkom Touch | Silver |
| Lesoba Difference | Belgium Campus ERM Programme | Bronze |
| Lesoba Difference | Isle of fun | Leader |
| Relationship Marketing – Database & Analytics Innovation | Sponsored by: P:Cubed | |
| The Foschini Retail Group (Pty) Ltd | TFG Rewards & More | Gold |
| Lesoba Difference | Unilever – OMO Online tracker tool | Silver |
| 5th Dimension | Placecol Care Program – Communication Engines | Bronze |
| Craft Awards – Copy | Sponsored by TS Communications | |
| M&C Saatchi Abel | Dimentia | Silver |
| Gloo Digital Design | Clover “way better” | Bronze |
| 5th Dimension | Burlington NBD Campaign | Leader |
| Lesoba Difference | CSI Add-option Campaign | Leader |
| Lesoba Difference | Ricoh – New Branding Radio ads | Leader |
| Craft Awards – Art Direction | ||
| MACHINE | Marmite | Silver |
| Lesoba Difference | Soar Corporate Brochure | Bronze |
| Gloo Digital Design | Clover “way better” | Leader |
| Aqua/Wunderman | Escape to Mars | Leader |
| M&C Saatchi Abel | Weylandts Maison Invite | Leader |
| Craft Awards – Creative Solutions | Sponsored by: Focus Rooms | |
| Ogilvy | POWA 9 West brochure | Gold |
| M&C Saatchi Abel | Johannesburg Youth Ballet | Silver |
| M&C Saatchi Abel | Dimentia | Bronze |
| Lesoba Difference | Business Day – Sushi Campaign | Leader |
| Gloo Digital Design | BMW “Springbok Penalty Challenge” | Leader |
| Student Awards – Young Direct Entrepreneur of the Year | Sponsored by O’Keeffe & Swartz | |
| Warren Moss – Demographica | Gold | |
| Student Awards – Student Marketing Campaign (Curriculum) | Sponsored by Bytestream | |
| University of Johannesburg – Ink & Water | Tell a Story Concept | Gold |
| University of Johannesburg – Faded Zebra | Organ Donor Foundation | Silver |
| University of Johannesburg – Ygen | Organ Donor Foundation | Bronze |
| University of Johannesburg – Timeless Mediator Communications | Organ Donor Foundation | Leader |
| Top New Comer Award | ||
| iLogic Agency | Gold | |
| Individual & Company Awards: DMA Hall of Fame | Sponsored by Nedbank | |
| Ray Johnson | ||
| Individual & Company Awards: Supplier of the Year
Sponsored by African Bank |
||
| Tunleys Mail & Print | ||
| Individual & Company Awards: Direct Marketer of the Year | Sponsored by Computer facilities | |
| Chandrika Bhima | ||
| Individual & Company Awards: Organisation of the Year | Sponsored by Placecol | |
| Lil-Lets | ||
| Individual & Company Awards: Public Sector Service | ||
| SA Post Office | For Post Box campaign 2011/12 developed by Lesoba Difference | |
| Inkosi | ||
| The Foschini Retail Group (Pty) Ltd | Search for Santa Mobile Campaign 2011 |
The Inkosi award – given to an entry that has excelled above all others across strategy, creativity and return on investment – went to The Foschini Retails Group for “Search for Santa Mobile Campaign 2011”.
For more information visit www.assegaiawards.co.za or alternatively contact the Assegai Awards office on 011 894 2767 or e-mail info@assegaiawards.co.za
Ends…
Issued on behalf of: Michelle Perrow
Chairperson – DMASA
By: Teresa Settas Communications
(011) 894 2767
e-mail: teresa@tscommunications.co.za or info@assegaiawards.co.za
Date: 16 November 2011
