The Advertising Media Association of SA presented the 2011 Roger Garlick Award to Carat Media, Trigger and Vizeum for their joint Cell C PhotoCode campaign at the AdReview awards last week. Driven by Gareth Grant, Richard Procter and Gavin Rooke, the campaign, entered in the Best Use of Mixed Media category, displayed an innovative approach to demonstrate that Cell C strives to be in the lead with new mobile applications and developments.
Communication goals were to drive data usage on mobile phones; to identify the best target market and convert early adaptors; to educate and demonstrate the instant value of PhotoCodes and to encourage consumer engagement and drive response.
This campaign generated huge interest among media owners because not only did the agencies negotiate free exclusive content but they also gained high efficiency results in terms of savings and exposure.
Using a digitally integrated multi-media campaign, the entrants were able to far exceed the client’s original targets. Total downloads were over 60 000 (target was 30 000), the MXIT PhotoCode Bot resulted in total downloads of 155 344 and total PhotoCode ‘Win a BlackBerry’ competition entries were 62 106.
The 2011 Roger Garlick Gold Awards went to:
Carat / Isobar’s adidas World Cup campaign – Best use of New Media category
The agencies’ joint goal was to launch the WC2010 campaign, with a focus on the branded national jersey and match ball. The campaign was designed to interactively educate consumers on the rich history between adidas, FIFA and WC2010. The agencies created an adidas activation platform on mobile phones using MXIT, linking above the line campaigns through digital touch points and a virtual signature of the giant adidas yellow jersey. Consumers could add adidas as a friend contact and be updated with FIFA WC2010 campaign events. These were integrated to Facebook and Twitter feeds and updated from social interactions with other consumers and PR initiatives.
This was the first time that such a mobile campaign had been run in SA. adidas MXIT subscribers equated to over 116 000, yellow jersey signatures over 78 000 on MXIT and games played were over 29 000.
Mindshare’s Gautrain Demonstration of speed campaign – Best use of Radio category
Mindshare created a PR stunt that delivered a ‘vivid demonstration of speed’ in the form of a race of the Gautrain versus a Lamborghini. 94.7 Highveld Stereo presenter Paul Rotherham left a trail of rubber when he left the airport parking, whilst Whackhead Simpson casually stepped on to the train. Whackhead arrived at the Marlboro station within 13 minutes while Paul battled through 30 minutes of traffic. This stunt resulted in massive publicity, 40 000 ticket sales for the first ‘open to public’ weekend and the 94.7 Club VIP platform had over 55 000 unique entries – the station’s highest ever.
Ogilvy Jhb’s Exclusive Books Stirrers campaign – Best use of Out of Home
Ogilvy Johannesburg was briefed to build awareness for the political expose magazine Noseweek through one of its primary distribution channels, Exclusive Books, on a minimal budget. Ogilvy wanted to take advantage of Seattle Coffee Co stores adjoining some of the Exclusive Books branches where the magazines stand. They devised Stirrers which were placed in coffee mugs within Seattle Coffee Co to encourage participation with the brand and drive magazine sales. Communication flagged lead articles within Noseweek. The Stirrers resembled controversial local and global public figures, which were placed in the mugs and takeaway cups of Seattle Coffee Co patrons with the line ‘who’s in hot water?’ Consumers were encouraged to sit down, page through and ultimately buy that month’s Noseweek. The promotion was run in flagship stores and timed to the release of the latest issue, providing a hard call to action.
Ogilvy Jhb’s Exclusive Books Peepholes campaign – Best use of Out of Home
In most bookshops, the biography section tends to be overlooked. With a limited budget, the client asked Ogilvy to help remind customers about the rich reads to be found in the biography section. The agency thought the best way to give people a glimpse at the goings on inside the heads of various famous personalities. They built a series of mini theatre sets inside boxes with peepholes, with images of world leaders, rock stars and famous people on the outside. Customers were drawn to peepholes on the foreheads of the ‘famous four’, through which viewers could see ‘inside the heads’ of the person who appeared on the outside of the box.
The 2011 Roger Garlick judges were Ashley Rametse (The MediaShop), Celia Collins (The Starcom MediaVest Group), Fahmeeda Cassim-Surtee (Oracle Airtime Sales), Geoff Whyte (Snackworks), Ian Manning (MediaCompete), Taryn Hood (Mindshare), Nikki Cockroft (Primedia Online) and Tony Koenderman (Finweek), chaired once again by Frank Tilley (Frank Tilley Consulting).
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