e.tv’s ‘e is for everyone’ integrated marketing campaign has been nominated for an award in this year’s PromaxBDA Global Excellence Promotion & Marketing Awards taking place in Los Angeles in June.
“e.tv’s creative marketing executions have once again been recognised internationally and the channel is proud to not only deliver exceptional viewing content with our programming but also to engage with our viewers on an emotive level as a brand,” says Monde Twala, channel head. “The e.tv brand is constantly evolving; it is young, fresh, sexy and loved by many not only in South Africa but across the continent. The campaign was simple and clear, it delivered on its core objectives and including the hearts and mind of our audience,” says Monde Twala, Channel Head
The PromaxBDA Awards competitions stand for marketing excellence in the media marketing space and collectively, through its numerous regional and sector-specific competitions, are regarded as the most prestigious awards for creative endeavor in this field. The industry’s most accomplished executives, creatives and production professionals vote online and from that decide and recognize the very best work the industry has created within that year.
e.tv has been nominated alongside Sony Picture Television, NBC Sport Agency and Universal Networks International Germany, amongst others.
The objective of the ‘e is for everyone’ campaign was to create a campaign that would promote the channel around a singular, clear idea that would connect with the audience. The concept was further developed to include social media, outdoor, print and visual marketing elements. It involved the setting up of mobile photo booths in three major cities and inviting people to have their picture taken. The best movie-styled poses then got a chance to be a part of the marketing campaign There was also an option of submissions via the e.tv Facebook page.
Thousands of people willingly participated in the campaign, and apart from the high level of interaction received, the campaign re- enforced e.tv’s position as the most watched English medium channel in South Africa.
“The in-house creative marketing team at e.tv is extremely passionate about the brand, and this is reflected in the campaigns which aim to generate strong connections with the audience and entrench brand loyalty”, says Michelle Kirby, group head of marketing communications and CSI.
“It is a great honour to be recognised for our work by highly respected industry professionals from the international community. It affirms that we are producing work of high standard and that we have great talent within our creative team. The nomination proves that South African television and creative talent rates amongst the best in the world.”
