2017 Assegai Award winners

The Southern African Direct Marketing Association Assegai Awards remains one of the highlights of the industry’s calendar. Presented at The Empire in Parktown on 9 November, the Assegai Awards celebrates the outstanding integrated marketing work agencies and partners have produced over the past 12 months.  

Big winners at this year’s Assegai Integrated Marketing Awards include Ogilvy, Halo Advertising, Liquorice, Mindshare Johannesburg, M&C Saatchi Abel, Demographica, TBWA\Hunt\Lascaris and Geometry Cape Town. As always, the company awards were a highlight, with Mikaila Rae Thurgood from Lesoba Difference winning the Young Direct Marketer of the Year and Andrew Buxey from Rogerwilco walking away with the Direct Marketer of the Year Award. Old Friends Young Talent took the Newcomer Awards while M&C Saatchi Abel, TBWA\Hunt\Lascaris and Liquorice were the Zinthatu winners; an award which celebrates those agencies who demonstrated continued and consistent excellence for three consecutive years at the Assegai Awards. And of course, the most anticipated Nkosi Award, given to the highest scoring entry, was won by Halo Advertising for the MORE MUSIC YOU LOVE campaign. 

“An Assegai Award recognises breakthrough strategy, creative brilliance and most importantly, outstanding results in all integrated marketing media.” says David Dickens, CEO of the Direct Marketing Association. “With the highest number of entries this year, it shows the importance of measured marketing in the industry. Our congratulations to all those who hit the mark in 2017!” 

The following is a complete list of this year’s Awards winners. All entries were individually scored by an expert panel of judges and the final scores were audited by an independent auditor. 

Section Category Title Agencies Award
Section A: Media 3D Slave Calendar Geometry Global Cape Town & Ogilvy Gold
Section A: Media 3D Bryte Insurance – Hospitality Demographica in collaboration with Halo Gold
Section A: Media 3D Old Mutual Corporate – Once Advanced. Now Outdated Demographica in collaboration with Halo & Georja & Tracy Gold
Section A: Media 3D Big Ideas are Scary Halo Advertising Bronze
Section A: Media 3D Standard Bank Business Banking – Medical Campaign Demographica in collaboration with Halo Leader
Section A: Media Direct Mail: Addressed Campaigns Passport to the Republic of Life African Bank Limited Bronze
Section A: Media Direct Mail: Addressed Campaigns The scoop on our loans African Bank Bronze
Section A: Media Direct Mail: Addressed Campaigns Honour Your Roots Mortimer Harvey Bronze
Section A: Media Direct Mail: Addressed Campaigns Farewell old friend Mortimer Harvey Leader
Section A: Media Direct Response Mass Media: TV, Print, Out-of-home and Radio MORE MUSIC YOU LOVE Halo Advertising Gold
Section A: Media Direct Response Mass Media: TV, Print, Out-of-home and Radio DebtBusters – Numbers DUKE Bronze
Section A: Media Email Marketing Opel Meet the New Germans Kaffeine CRM Specialists (Pty) Ltd Leader
Section A: Media Email Marketing Vagina Varsity Net#work BBDO Leader
Section A: Media Email Marketing Ride of Your Life 3 Way Marketing Leader
Section A: Media Experiential Media MORE MUSIC YOU LOVE Halo Advertising Gold
Section A: Media Experiential Media The Nedbank ReImagination Project M&C Saatchi Abel Gold
Section A: Media Experiential Media VW Amarok Social Test Drive Ogilvy Leader
Section A: Media Experiential Media DStv Halloween Run Ogilvy Leader
Section A: Media Face to Face Activations / Field Marketing MORE MUSIC YOU LOVE Halo Advertising Black Spear
Section A: Media Mobile Marketing: Interactive (Display, Games,  (pull) Banner ad, Mobi Sites) Amarula #NameThemSaveThem Liquorice Advertising Silver
Section A: Media Mobile Marketing: Interactive (Display, Games,  (pull) Banner ad, Mobi Sites) VW 011Beats Ogilvy Silver
Section A: Media Mobile Marketing: Interactive (Display, Games,  (pull) Banner ad, Mobi Sites) Knorr DinnerOnDemand Liquorice Advertising Silver
Section A: Media Mobile Marketing: Interactive (Display, Games,  (pull) Banner ad, Mobi Sites) KFC Soundbite Ogilvy & Mindshare Silver
Section A: Media Mobile Marketing: Interactive (Display, Games,  (pull) Banner ad, Mobi Sites) Ariel Impossible made Possible MMobitainment & Brainbow Conscious Creatives Bronze
Section A: Media Mobile Marketing: Interactive (Display, Games,  (pull) Banner ad, Mobi Sites) KFC Suppertime Stories Ogilvy Bronze
Section A: Media Mobile Marketing: Interactive (Display, Games,  (pull) Banner ad, Mobi Sites) Vodacom Play Every Day Ogilvy Bronze
Section A: Media Mobile Marketing: Interactive (Display, Games,  (pull) Banner ad, Mobi Sites) Guinness Osagyefo Campaign Carat SSA Leader
Section A: Media Online Campaigns: banners, micro sites, remarketing and other online campaigns Launch of KFC Soundbite Mindshare & Ogilvy Gold
Section A: Media Online Campaigns: banners, micro sites, remarketing and other online campaigns Jägermeister Back The Artist 2017 Phase 1 TBWA\Hunt\Lascaris\Durban Gold
Section A: Media Online Campaigns: banners, micro sites, remarketing and other online campaigns Knorr DinnerOnDemand Liquorice Advertising Gold
Section A: Media Online Campaigns: banners, micro sites, remarketing and other online campaigns Chicken Licken Afronaut Connect @ Joe Public Silver
Section A: Media Online Campaigns: banners, micro sites, remarketing and other online campaigns VW 011Beats Ogilvy Bronze
Section A: Media Online Campaigns: banners, micro sites, remarketing and other online campaigns Amarula #NameThemSaveThem Liquorice Advertising Bronze
Section A: Media Online Campaigns: banners, micro sites, remarketing and other online campaigns McCain Plate Connect @ Joe Public Leader
Section A: Media Online Campaigns: banners, micro sites, remarketing and other online campaigns Italtile-Account Based Remarketing FetchThem Leader
Section A: Media Online Campaigns: banners, micro sites, remarketing and other online campaigns KFC 9 For R99.90 Mindshare Johannesburg Leader
Section A: Media Search Marketing: SEO and PPC KFC Soundbite Mindshare Johannesburg Gold
Section A: Media Search Marketing: SEO and PPC Dunlop Mobile Search has Arrived Conversation LAB Bronze
Section A: Media Search Marketing: SEO and PPC HomeChoice SEO Campaign Rogerwilco Bronze
Section A: Media Search Marketing: SEO and PPC CWC Search Marketing Campaign Rogerwilco Bronze
Section A: Media Search Marketing: SEO and PPC Gumtree – Driving organic performance NMPi Leader
Section A: Media Search Marketing: SEO and PPC Momentum Health buying cycle campaign ClickMaven Leader
Section A: Media Social Media (Social Media Platforms) KFC Burritos Ogilvy Black Spear
Section A: Media Social Media (Social Media Platforms) Launch of KFC Soundbite Mindshare Johannesburg Gold
Section A: Media Social Media (Social Media Platforms) 10X Grocery Slash M&C Saatchi Abel Gold
Section A: Media Social Media (Social Media Platforms) Strongbow Tweet To Redeem M&C Saatchi Abel Gold
Section A: Media Social Media (Social Media Platforms) Free Your Style 10th Street Media and Promise Digital Gold
Section A: Media Social Media (Social Media Platforms) VW 011Beats Ogilvy Silver
Section A: Media Social Media (Social Media Platforms) Knorr DinnerOnDemand Liquorice Advertising Silver
Section A: Media Social Media (Social Media Platforms) MTV FCK#HIV Ogilvy Silver
Section A: Media Social Media (Social Media Platforms) Jäger X TBWA\Hunt\Lascaris\Durban Bronze
Section A: Media Social Media (Social Media Platforms) SPAR Neighbour Day TBWA\Hunt\Lascaris\Durban Bronze
Section A: Media Social Media (Social Media Platforms) Azishe Gorilla Bronze
Section A: Media Social Media (Social Media Platforms) SA Brew Connect @ Joe Public Bronze
Section A: Media Social Media (Social Media Platforms) Garagista – Bat Piss DUKE Leader
Section A: Media Social Media (Social Media Platforms) Chicken Licken Afronaut Connect @ Joe Public Leader
Section A: Media Social Media (Social Media Platforms) Demo Warehouse- Yellow Box Sale Demo Warehouse Leader
Section A: Media Social Media (Social Media Platforms) #SuperSweetSurprise Firewater Leader
Section A: Media Social Media (Social Media Platforms) Guinness Osagyefo Campaign Carat SSA Leader
Section A: Media Social Media (Social Media Platforms) WFD Dinner on Demand BOT Mindshare Leader
Section A: Media Websites Amarula #NameThemSaveThem Liquorice Advertising Gold
Section A: Media Websites VW Amarok Social Test Drive Ogilvy Bronze
Section B: Multi Channel/ Country Campaigns Integrated Direct Marketing Campaign (R500 000 budget or less) Feel the Fire Levergy Gold
Section B: Multi Channel/ Country Campaigns Integrated Direct Marketing Campaign (R500 000 budget or less) South Africa’s Ultimate Journey MotorHappy Gold
Section B: Multi Channel/ Country Campaigns Integrated Direct Marketing Campaign (R500 000 budget or less) What Happens Inside Stays Inside Mortimer Harvey Silver
Section B: Multi Channel/ Country Campaigns Integrated Direct Marketing Campaign (R500 000 budget or less) BMW – X5 PHEV Demographica Silver
Section B: Multi Channel/ Country Campaigns Integrated Direct Marketing Campaign (R500 000 budget or less) Jägermeister Back The Artist 2017 Phase 1 TBWA\Hunt\Lascaris\Durban Leader
Section B: Multi Channel/ Country Campaigns Integrated Direct marketing Campaigns (min across 3 channels) Old Mutual Corporate – The Diminishing Value of Money Demographica in collaboration with Halo & Georja & Tracy Gold
Section B: Multi Channel/ Country Campaigns Integrated Direct marketing Campaigns (min across 3 channels) MORE MUSIC YOU LOVE Halo Advertising Gold
Section B: Multi Channel/ Country Campaigns Integrated Direct marketing Campaigns (min across 3 channels) KIA World’s Longest Test Drive Old Friends Young Talent Gold
Section B: Multi Channel/ Country Campaigns Integrated Direct marketing Campaigns (min across 3 channels) Heineken UEFA Champions League Campaign 2017 M&C Saatchi Abel Silver
Section B: Multi Channel/ Country Campaigns Integrated Direct marketing Campaigns (min across 3 channels) Amarula #NameThemSaveThem Liquorice Advertising Silver
Section B: Multi Channel/ Country Campaigns Integrated Direct marketing Campaigns (min across 3 channels) Ariel Impossible made Possible Mobitainment & Brainbow Conscious Creatives Bronze
Section B: Multi Channel/ Country Campaigns Integrated Direct marketing Campaigns (min across 3 channels) Dimension Data Digital Business Campaign Go To Market Troika Imagineeing Works Bronze
Section B: Multi Channel/ Country Campaigns Integrated Direct marketing Campaigns (min across 3 channels) Range Rover – Discover Two Worlds Demographica in collaboration with Halo Bronze
Section B: Multi Channel/ Country Campaigns Integrated Direct marketing Campaigns (min across 3 channels) SPAR Win-a-Car TBWA\Hunt\Lascaris\Durban Bronze
Section B: Multi Channel/ Country Campaigns Integrated Direct marketing Campaigns (min across 3 channels) The ReadytoWork Absa Premiership campaign Playmakers Bronze
Section B: Multi Channel/ Country Campaigns Integrated Direct marketing Campaigns (min across 3 channels) KFC Soundbite Ogilvy & Mindshare as a media partner Bronze
Section B: Multi Channel/ Country Campaigns Integrated Direct marketing Campaigns (min across 3 channels) VW Amarok Social Test Drive Ogilvy Leader
Section B: Multi Channel/ Country Campaigns Integrated Direct marketing Campaigns (min across 3 channels) Vodacom Play Every Day Ogilvy Leader
Section B: Multi Channel/ Country Campaigns Integrated Direct marketing Campaigns (min across 3 channels) DStv Halloween Run Ogilvy Leader
Section B: Multi Channel/ Country Campaigns Integrated Direct marketing Campaigns (min across 3 channels) Split Personality Mortimer Harvey Leader
Section C: Relationship Marketing Awards Database and Analytics Innovation VW 011Beats Ogilvy Silver
Section C: Relationship Marketing Awards Database and Analytics Innovation THE POWER OF PLUGGED IN nudge Leader
Section C: Relationship Marketing Awards CRM Programmes Tears of Joy Mortimer Harvey Leader
Section D: Craft Awards Apps KFC Suppertime Stories Ogilvy Bronze
Section D: Craft Awards Apps Vodacom Play Every Day Ogilvy Leader
Section D: Craft Awards Art Direction Slave Calendar Geometry Global Cape Town & Ogilvy Silver
Section D: Craft Awards Art Direction KFC Suppertime Stories Ogilvy Silver
Section D: Craft Awards Art Direction The One Hundred Awards M&C Saatchi Abel Bronze
Section D: Craft Awards Art Direction The Nedbank ReImagination Project M&C Saatchi Abel Leader
Section D: Craft Awards Art Direction Farewell old friend Mortimer Harvey Leader
Section D: Craft Awards Art Direction Honour Your Roots Mortimer Harvey Leader
Section D: Craft Awards Art Direction Stimojis Gorilla Leader
Section D: Craft Awards Branded Content VW 011Beats Ogilvy Silver
Section D: Craft Awards Branded Content #DOMINATETHEGAME OMEN by HP Launch NETPARTNERING Bronze
Section D: Craft Awards Branded Content The AVBOB Poetry Project BRAND et al Leader
Section D: Craft Awards Branded Content Darling Big Thank Yous 10th Street Media and Conversation Lab Leader
Section D: Craft Awards Branded Content We Are More Gorilla Leader
Section D: Craft Awards Branded Content SA Home Loans House Rules Liquorice Advertising Leader
Section D: Craft Awards Innovative Solutions MORE MUSIC YOU LOVE Halo Advertising Gold
Section D: Craft Awards Innovative Solutions KFC Suppertime Stories Ogilvy Gold
Section D: Craft Awards Innovative Solutions KFC ShakinShakin Ogilvy Silver
Section D: Craft Awards Innovative Solutions Sasko Lunchtime Love Letter Liquorice Advertising Leader
Section D: Craft Awards Innovative Solutions BeBop TBWA\Hunt\Lascaris\Durban Leader
Section D: Craft Awards Innovative Solutions KFC Soundbite Ogilvy with Mindshare as a media partner Leader
Section D: Craft Awards Most Effective Use of Content Slave Calendar Geometry Global Cape Town & Ogilvy Gold
Section D: Craft Awards Most Effective Use of Content #untaggable Ogilvy Silver
Section D: Craft Awards Most Effective Use of Content SPAR Neighbour Day TBWA\Hunt\Lascaris\Durban Silver
Section D: Craft Awards Most Effective Use of Content VW 011Beats Ogilvy Bronze
Section D: Craft Awards Most Effective Use of Content Launch of KFC Soundbite Ogilvy with Mindshare as a media partner Leader
Section D: Craft Awards Most Effective Use of Content KFC Burritos Ogilvy Leader
Section D: Craft Awards Use of New Technologies MORE MUSIC YOU LOVE Halo Advertising Gold
Section D: Craft Awards Use of New Technologies VW 011Beats Ogilvy Silver
Section D: Craft Awards Use of New Technologies The Nedbank ReImagination Project Nedbank Silver
Section D: Craft Awards Use of New Technologies Knorr DinnerOnDemand Liquorice Advertising Leader
Section D: Craft Awards Use of New Technologies Voice Visualiser / Glenfiddich Independent Bar Platinum Seed Leader
Section D: Craft Awards Use of New Technologies Vuvuliser Ogilvy Leader
Section D: Craft Awards UX, Interface and Navigation Design Sasko Lunchtime Love Letter Liquorice Advertising Leader
Section E: Special Direct Awards Non Profit Direct Marketing Campaign Slave Calendar Geometry Global Cape Town & Ogilvy Gold
Section E: Special Direct Awards Student Direct Marketing Campaign Cliq University of Johannesburg for International Organization Migrations Gold 
Section F: Individual and Company Awards Young Direct Marketer of the Year Mikaila Rae Thurgood from Lesoba Difference    
Section F: Individual and Company Awards Direct Marketer of the Year Andrew Buxey from Rogerwilco     
  Newcomer Award Old Friends Young Talent    
  Zinthatu Award M&C Saatchi Abel, TBWA\Hunt\Lascaris and Liquorice     
  Nkosi Award Halo Advertising – MORE MUSIC YOU LOVE