Johannesburg, October 14th 2021 – The most effective marketing communications campaigns of the past year were announced on the 14th October 2021 at the first Effie Awards South Africa Gala event held at The Galleria conference and event venue in Sandton.
Leading, Inspiring & Championing the Practice and Practitioners of Marketing Effectiveness Globally, The Effie Awards are known by advertisers and agencies as the pre-eminent award in the industry. The awards honour the most significant achievement in advertising and marketing communications that contribute to a brand’s success: effectiveness.
Each year, the Effie Awards are presented to the most effective marketing communications cases – cases that have delivered superior results in meeting or surpassing the objectives they were designed to achieve.
“The Association for Communication and Advertising (ACA), has partnered with Effie Worldwide to host the South African edition of the highly respected Effie Awards Programme. This first edition of the Effie Awards South Africa has once more brought to the fore the level to which our profession punches above its weight, and reassures clients that as an industry, we not only partner, but deliver on business objectives,” said ACA CEO, Mathe Okaba.
Effie awards those campaigns that contribute to brand success across more than twenty Product/Service & Specialty categories.
The full list of the 2021 Effie Awards South Africa winners is as follows:
| SUBMISSION | CATEGORY | CLIENT | AGENCY | AWARD |
|---|---|---|---|---|
| Nedbank Money Secrets – A category-busting blockbuster | Branded Content & Entertainment | Nedbank | Joe Public United | Bronze |
| THE HOOK APP | E-Commerce / Commerce & Shopper Effies | KFC | Ogilvy South Africa | Bronze |
| Sabbatical: A Launch with The Gift Of Time | Automotive – Vehicles | Volkswagen Touareg | Ogilvy, South Africa | Bronze |
| The Fabric That United the Nation | Topical Marketing | Castle Lager | Ogilvy South Africa | Bronze |
| The Fabric That United the Nation | Engaged Community | Castle Lager | Ogilvy South Africa | Bronze |
| Responsibility: More than just a footnote | Corporate Reputation | South African Breweries | Joe Public United | Bronze |
| “How Rewarding Optimism, Rewarded Us.” | Restaurants | Nando’s SA | M&C Saatchi Abel | Bronze |
| In Sync with Sho Madjozi | Youth Marketing | Stayfree | King James Cape Town | Bronze |
| NXT LVL Cav Thy Self | Youth Marketing | Vodacom | Ogilvy South Africa | Bronze |
| The Little Generosity Shop That Delivered Big Results | Brand Experience: Live, AR/VR/Digital, Live + AR/VR/Digital | Cadbury Dairy Milk | Ogilvy South Africa | Bronze |
| Don’t Dread The Shed | Topical Marketing | DStv Now | Ogilvy South Africa | Silver |
| Don’t Dread The Shed | Data-Driven / Commerce & Shopper Effies | DStv Now | Ogilvy South Africa | Silver |
| The Rape Page | Disease Awareness & Education: Charitable/Research Funding; Non-Profit; Pharma/Corporate | Rape Crisis Cape Town | Ogilvy South Africa | Silver |
| The Rape Page | Small Budgets – Non-Profit, Products, Services | Rape Crisis Cape Town | Ogilvy South Africa | Silver |
| Speaking to South African Men Through Their Gogos | Personal Care | Gillette | Grey Africa / Liquid | Silver |
| Blame No More | Seasonal Marketing – Products, Services | Hype Magazine | TBWA Hunt Lascaris Johannesburg | Silver |
| Yalu Nothing To Hide | Brand Experience: Live, AR/VR/Digital, Live + AR/VR/Digital | Yalu Financial Services | Think Creative Africa | Silver |
| XTRA SAVINGS LAUNCH – NO SMOKE AND MIRRORS | Marketing Innovation Solutions | Checkers | 99c Communications | Silver |
| ‘Bold, Brave and Strong’ – an icon’s revival | Renaissance | Carling Black Label | Ogilvy South Africa | Silver |
| Nando’s – Mzansifying Monopoly | Restaurants | Nando’s | M&C Saatchi Abel | Silver |
| TymeBank Brand Launch Campaign | David vs. Goliath | TymeBank Launch Campaign | King James Cape Town | Gold |
| #16DaysOfLight | Insurance | First for Women (FFW) | FoxP2 | Gold |
| XTRA SAVINGS LAUNCH – NO SMOKE AND MIRRORS | Single-Retailer Program: Mass Merchants, Supermarkets, Drugstores, Other / Commerce & Shopper Effies | Checkers | 99c Communications | Gold |
| XTRA SAVINGS LAUNCH – NO SMOKE AND MIRRORS | Single-Retailer Program: Mass Merchants, Supermarkets, Drugstores, Other / Commerce & Shopper Effies | Checkers | 99c Communications | Grand Effie |
The Effie Awards South Africa events kicked off with a virtual Effie Summit on October 13th exploring Marketing Effectiveness and Behaviour Change Drivers in Turbulent Times. Facilitated by Kagiso Musi, Chair of the Effie South Africa Committee, the Summit saw intense and robust discussion on the topic provided by a highly respected and experienced panel of some of South Africa’s leading voices on marketing, communications and effectiveness. Panel members included Xolisa Dyeshana, Sarah Dexter, Silke Bucker and Emmet O’Hanlon. Following the panel discussion, a highly anticipated keynote address was delivered by trailblazing entrepreneur Theo Baloyi, Founder and CEO of Bathu Shoes.
At the Gala, it was also announced that the Effie Programme would continue supporting education in the sector, a legacy carried over from the ACA’s APEX awards bursary scheme. It was announced at the ceremony that 10 were being awarded to deserving students. This brings the total number of bursaries awarded as a direct result of the ACA hosted effectiveness awards programmes, APEX and Effie since the programme launched in 2010 to 98. In addition, the Effie bursary scheme in association with Regenesys Business School was announced, providing funding toward an MBA programme for six industry professionals looking to further their education.
“The extensive list of entries, finalists and winners is proof of the value our industry adds to business success. Having a Grand Effie in our first programme sets the bar for the quality of submissions and results in the coming years. Our industry is strong, capable and effective! I’d like to congratulate all the winners, and look forward to seeing continued and incredibly effective work when the call for entries into the 2022 programme goes live,” concludes Okaba.
Effie Awards South Africa is organised by the ACA with Presenting Partner Provantage Media Group, and sponsors, Nedbank, Sanlam, Vodacom, SAB, Regenesys and Aon.
Join the conversation #EffieAwardsSA
For more information visit the Effie Awards South Africa website at www.effieawards.co.za or visit www.acasa.co.za.
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About Effie®
Effie is a global 501(c)(3) non-profit whose purpose is to lead and evolve the forum for marketing effectiveness. Effie leads, inspires and champions the practice and practitioners of marketing effectiveness through education, awards, ever-evolving thought leadership initiatives and first-class insights into marketing strategies that produce results. The organization recognizes the most effective brands, marketers and agencies, globally, regionally and locally through its 50+ award programs across the world and through its coveted effectiveness rankings, the Effie Index. Since 1968, Effie is known as global symbol of achievement, while serving as a resource to steer the future of marketing success. For more details, visit effie.org.
About the ACA
The ACA is the official, representative body for the Communications and Advertising profession in South Africa, representing agencies in the profession (who at present contribute approximately 95% of South Africa’s measured ad spend) to government, media and the public. The ACA is a voluntary body formed by and for the industry, focused on and committed to self-regulation and to defending the highest standards of ethical practice.
For more about the ACA visit www.acasa.co.za or call the ACA on (010) 880 3399
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