A Sustain Silver APEX award went to Joe Public United for client Nedbank.
Over the last four years, it can be said that Nedbank steadily, quietly and sustainably grew its retail franchise in the middle market in the face of fierce competition. The banking space has been profoundly impacted by the competitive dynamics driven by namely, the success of Capitec as a business, as well as the relative success of FNB, fueled by a strong innovation drive; these seem to stand out in the category. These business dynamics were arguably supported by aggressive communication strategies, although in both these cases the effect of product innovation and business dynamics would be hard to ignore....
A Change Silver APEX award went to Joe Public Ignite For Merck Iliad.
In 2014, iliadin®, the biggest brand in the Merck Consumer Healthcare portfolio began to lose market share. This strong and healthy brand momentarily let its immune system weaken, giving the competition the opportunity to spread through the market and contaminate our share.
A Change Silver APEX award went to NATIVE for its Absolut Vodka campaign for Pernod Ricard.
Absolut Vodka is a well-recognised global icon, but its global success has not always been mirrored in South Africa.
In recent years the brand has under come under threat from the proliferation of newer, flashier premium vodka brands, and it has lost market share as well as brand relevance. It became clear that a strategic intervention was required in order to restore the Absolut brand's relevance and status as the global icon it once was.
NATIVE VML and Pernod Ricard teamed up to implement a truly integrated campaign for the brand, which would rock the premium vodka category. As a result, "Africa is Absolut" was created....
The Millward Brown award for a campaign with limited funds went to DDB South Africa for the SA National Blood Service.
The demand for blood is fairly consistent throughout the year. However, the supply of blood drops over the holidays - particularly over the Festive Season where the amount of blood donated falls by approximately 11% each year, essentially putting those lives in need of blood transfusions in serious jeopardy.
Our job was clear: develop a campaign that would negate this traditional 11% drop in blood donations, while simultaneously build brand affinity and drive engagement. We took a non-traditional approach to solve the traditional problem....
A Change Bronze APEX award went to FCB Cape Town for Savanna.
Launched in 1996, Savanna set out to be the category maverick. Everything about the brand was highly unusual. Its highly differentiated packaging and communication at the time propelled the brand to success.
But after many years of serving up memorable one-liners, Savanna's communication was becoming a little predictable. Its packaging too was in need of a bit of a make-over. It was time to mix things up.
Savanna together with FCB Africa embarked on an ambitious project to make Savanna the apple of everyone's eye again....