At last night’s MOST Awards, AMASA announced Fox P2 and Gloo’s joint entry for Brandhouse as the overall Roger Garlick Award winner. Entered by Pete Case in the Best use of Online, Social Media and Mobile category, the entry showed how the two agencies jointly combated drinking and driving for its client through online media.
The campaign objective was to use a ‘real world medium’ and digital medium to drive home personalised messages to consumers. According to their entry, “We created an integrated viral campaign combining a real-world twist together with Thunda.com to create unique online engagement.”
While targeting several parties during the festive season, photographers focused on male party guests. When these consumers went toThunda.com and clicked on their party images, they were instead taken to a video that featured their picture embedded into a prison scene, shot with real prisoners, with hugely dramatic effect.
Within the first three months, over 85 500 individual visitors had viewed a personalised message to stop drinking, with the average viewer watching it more than twice.
“The Brandhouse campaign impressed the judges the most,” says Wayne Bischoff, AMASA’s head of the Roger Garlick portfolio. “While we had sterling entries this year, judges were all in agreement that the Fox P2 and Gloo entry showed the best innovative use of its chosen media type.”
Four AMASA Gold’s were also awarded on the night to: Pete Case from Gloo with Pixel Project, William Price and Digital Fabric for South African Tourism’s Touch Table entry in the Best use of Online, Social Media and Mobile category; Kelvin Storie from Vizeum SA and Roger Pestana for iLogic and Primedia Unlimited’s Wideopen Platform for the BMW 1 Series campaign entered into the Best use of Out of Home category; Anne van Rensburg of the Jupiter Drawing Room Cape Town for her Musica Star Wars entry in the Best use of Out of Home category and Storm Mascall from Associated Magazines with Vizeum and Carat for Cell C’s brand repositioning sound chip innovation in the Best use of Magazines category.
“AMASA would like to extend our thanks to the entrants, to our judging committee, our sponsor DSTV Airtime Sales and to Sandra Gordon and her team for incorporating the Roger Garlick Awards into the MOST awards. We’re already in the process of planning Roger Garlick 2013 and by all accounts, the awards are certainly growing in stature each year and we look forward to seeing what the industry has to show us through next year’s entries.”
