The ‘Oscars’ of the public relations world took place on Sunday night. Fifty-five consultancies, corporates and in-house PR departments vied for gold, silver and bronze awards having submitted over 200 campaigns in their quest to take home the honours.
Ogilvy Public Relations in Johannesburg won the 2013 overall PRISM Gold Award for its ‘Add Hope: Journey of Hope’ campaign on behalf of KFC/Yum South Africa (YUM! Restaurants International).
In 2012, KFC South Africa took an existing menu mechanic on the road in the form of solo-adventurer Riaan Manser’s bicycle journey of 4 100km from Cape Town to Johannesburg – on half the calories that his body would need. This allowed the brand to evolve its three-year Add Hope initiative from being an in-store mechanic aimed at overcoming “giving fatigue” into an integrated public relations and social effort that stressed the plight of hungry children and at the same time met an unspoken consumer need to play a part in tackling an overwhelming social need. Critically, KFC will be able to fill 15-million tummies in 2013 due to the Journey of Hope.
This public relations-led campaign saw traditional, digital and social media work seamlessly with above-the-line and activations. The pure guts of the Journey of Hope and Riaan Manser’s genuine efforts in taking on this arduous challenge on a limited calorie intake, to live as the hungry do, spoke volumes. One man and one brand proved that one R2 can make a difference in filling a hungry tummy; and if multiplied by many, that a hungry nation can be fed daily.
“This campaign showed an excellent understanding of the client’s problems and opportunities,” said Marilyn Watson, chief judge of the PRISMS. “There was sustained execution of the campaign, with brilliant results!”
“Every year during PRISM season, we are very keen to see what the public relations and communication industry has produced,” she said. “We are often amazed at the creativity, insight and return on investment that consultants and practitioners have delivered to their clients. The 2013 results far surpass this.”
Through securing R7-million in media coverage in two months, Ogilvy PR achieved a return on investment of 1:34. National, regional and community media amplification was delivered through 67 broadcast stories, 29 print features and articles and 24 online stories. Six earned five-minute mini documentaries were flighted twice weekly on national television; and 1 831 new online conversations were generated with over 4.3 million opportunities created to see the conversation.
Best Small Public Relations Consultancy
Fast-growing agency Retroviral Digital Communications won the Gold Award for ‘Best Small Public Relations Consultancy’. Since its launch, Retroviral has carved a niche as a communication agency that not only strives to support its clients’ business objectives, but also generates online word of mouth spread for brands. The company is the recipient of several PRISM Awards. Last year it won two Gold Awards at the PRISMs – for its ‘Last Dictator Standing’ campaign it implemented for Nandos and for the ‘#Shoes on Feet’ campaign it delivered for the Put Foot Rally Foundation. It also won a Silver and Bronze Award.
Best Up-and-Coming Public Relations Professional
Britanny Preece from Cerebra walked away with the Gold Award for the ‘Best Up-and-Coming Public Relations Professional’. An account manager at Cerebra, Britanny’s love for public relations stems from its ability to change perceptions and build brand personas and reputations. These passions have seen her hold positions at two leading communication agencies and successfully manage big brands including Nike, BMW, MINI and Amadeus.
Gold Award Winners
|Category||Gold Winner – Campaign Name||Gold Winner –PR Company||Gold Winner –Client||Category Sponsors|
|Community Relations||DeskBags – PR Worx CSI||PR Worx||PR Worx/DeskBags||Zoom Photography|
|Consumer PR for an existing product||True Love, a Magazine Romance||Tribeca Public Relations||TRUE LOVE magazine|
|Corporate Responsibility||Add Hope: KFC Journey of Hope||Ogilvy PR Johannesburg||KFC/Yum South Africa (YUM! Restaurants International)||The Riverbed Agency|
|Environmental||49M||Global Interface Consulting||Eskom||Shell|
|Integration of Traditional & New Media||Johnnie Walker’s One Bottle Liquor Store||Atmosphere Communications, Society, Hammer Events, King James||Johnnie Walker (Brandhouse)||Blue Apple|
|Launch of a New Product||Launch of Hyundai R1200LC-9 Excavator||Ngage||HPE Africa|
|NGO Campaign||AddOption||—||National Adoption Coalition||Thelane Theatre Productions|
|PR on a Shoestring||OREO: ‘Celebrate the Kid Inside Us All”.||Plato Communications||Kraft Foods South Africa|
|Public Sector||I Play Fair. Say No! to Doping||Tin Can PR||SA Institute for Drug Free Sport|
|Social Media for PR||Nando’s #25Reasons Campaign||Retroviral Digital Communications||Nandos||Flair Bar|
|Sponsorship||Sunfoil Sponsorship of Proteas Test Series Cricket for the Season 2011/2012||Shirley Williams Communications||Willowton Group||Anglo American|
|Technology||Launch of Waze App in South Africa||Atmosphere Communications||MiX Telematics – Waze||Virtual Productions|
|Best Up-and-coming Public Relations Professional||Brittany Preece – Cerebra||AdVantage|
|Best Small Public Relations Consultancy||Retroviral Digital Communications||Airports Company South Africa|
Silver Award Winners
|Category||Silver Winner – Campaign Name||Silver Winner –PR Company||Silver Winner – Client||Silver Category Sponsor|
|Community Relations||Masihlalisane Campaign for Diluculo Properties||FTI Consulting South Africa||Diluculo Properties||Zoom Photography|
|Crisis Management||Dinner time with The Dish & Chips Co at Nkandla||PR Worx||The Fish & Chip Co||Innovative glass|
|Event Management||kulula’s Ridiculously Posh Boeing Launch||Atmosphere Communications||kulula.com||DM Events|
|Financial Services & Investor Relations||The Speak Up Report||Atmosphere Communications||Capitec Bank||CIMA|
|Healthcare||Cooking from the Heart||Lange 360 Strategic Communications||Pharma Dynamics|
|Integration of Traditional & New Media||Chappies’ Did You Know? Campaign||Plato Communications and Ogilvy Public Relations||Kraft Foods South Africa||Blue Apple|
|Launch of a New Product||Launch of Waze App in South Africa||Atmosphere Communications||MiX Telematics – Waze|
|Media Relations||Anglo America’s Good News Publicity Strategy||PR Worx||Anglo American||MSC|
|PR on a Shoestring||1 Time Airline’s Final Battle||PR Worx||1time Airline|
|Social Media for PR||Mediclinic Digital Media Relations and Social Media Strategy for PR Excellence||Stone||Mediclinic||Flair Bar|
|Travel & Tourism||Mango||RedStar Communication||Mango||Hilton Hotel|
|Best Up-and-coming Public Relations Professional||Megan Govender – Mhlatuze Water||Advantage|
Bronze Award Winners
|Category||Bronze Winner – Campaign Name||Bronze Winner –PR Company||Bronze Winner – Client||Category Sponsor|
|Consumer PR for an Existing Product||We Run Jozi 10K||Fleishman Hillard South Africa||Nike|
|Corporate Communications||Mango||RedStar communication||Mango||Mobilitrix|
|Corporate Responsibility||Education: The Vaccine to Poverty||PR Worx||Anglo American||The Riverbed Agency|
|Digital Media Relations||Digital Media Relations in a PR Campaign||Stone||Mediclinic Southern Africa||Capricorn FM|
|Integration of Traditional & New Media||Ben 10 has Landed||Arcay Burson-Marsteller||Turner Broadcasting (Cartoon Network)||Blue Apple|
|Internal Communications||Know Africa. Live Africa. Love Africa.||Wilding McArdle Wilson||Standard Bank||AEL Mining Services Ltd|
|Launch of a New Product||Global Travel Card||Ogilvy PR Cape Town||American Express/GlobalTravel Card|
|Media Relations||Access Fashion||Zando.co.za||Zando.co.za||MSC|
|PR on a Shoestring||The DNA Project||The DNA Project||Amplicon Public Relations|
|Publications||WGSA Magazine – Free Monthly Member and Stakeholder e-Zine||Writers’ Guild of South Africa||Writers’ Guild of South Africa||AdVantage|
|Reputation & Brand Management Online||Be the Champion Coach||Ogilvy PR Cape Town||Carling Black Label||PEAR Factor|
|Social Media for PR||Vodacom’s Social Media for PR||Cerebra||Vodacom||Flair Bar|
|Sponsorship||Sanlam Investments FoodWineDesign Fair 2012||Atmosphere Communications||Sanlam Investments||Anglo American|
|Best Public Relations Professional in Media Liaison||Samantha Pugh – Ogilvy Public Relations Cape Town||Bizcommunity|