Inaugural SSA MMA Smarties' winners announced, the TFG named Brand of the Year

The inaugural sub-Saharan Africa (SSA) MMA Smarties' winners have been announced with The Foschini Group (TFG) named Brand of the Year and Penquin named the Agency of the Year.
Source: © Bizcommunity  The inaugural SSA MMA Smarties Awards awarded 51 Awards, with 19 Gold, 19 Silver and 13 Bronze Awards
Source: © Bizcommunity Bizcommunity The inaugural SSA MMA Smarties Awards awarded 51 Awards, with 19 Gold, 19 Silver and 13 Bronze Awards

In total 51 Awards were announced at the inaugural SSA MMA Smarties Awards with 19 Gold, 19 Silver and 13 Bronze Awards were announced.

TFG’s Precision Marketing (Marketing Impact), PEP Mini Netball (purpose-driven Marketing) and Standard Bank’s Achieva Exchange (purpose-driven marketing) received a Gold Award for their campaigns.

Fiona Ronnie, head of customer & loyalty, at The Foschini Group (TFG) says the 2023 festive season campaign engaged 30 million customers, in a highly targeted and personal way.

“We made the customer the centre of the campaign, using new tech like AI and data-led strategies, precision marketing and personalisation to engage with them 1 to 1.

“The purpose was not just to run a campaign, but to create meaningful and long-lasting relationships with our customers.

“We did this by syncing the physical with the digital and gave customers a chance to win a R100,000 golden NFT to use at any store throughout 2024. To enter customers had to swipe, play a game and post their experience on social media.”

All the winners

Brand Purpose / Activism
Award AgencyTitle
SILVER EchoHouse Ghana Limited / Unilever GhanaThe Pepsodent School Tour Project
Social Impact Marketing
GOLDPEP | PlaymakersPEP Mini Netball
SILVER VML / Standard Bank Standard Bank BeatTheScam
SILVER Standard Bank | M&C Saatchi Abel Achieva Exchange
BRONZETiger Brands | Freshive Digital AgencyJolly Jus
BRONZEUnilever | Charterhouse Ghana Limited Geisha Mother's Day Activation
Diversity  &  Inclusion
GOLDPEP | PlaymakersPEP Mini Netball
SILVER Unilever | Naked Brain Communications (Pty) Ltd Qina Ndoda Campaign
Brand Experience
GOLDThe Coca-Cola Company | Maurice Publicité Ogilvy Coca-Cola Food Festival
SILVER Unilever | Fresh AF (Pty) Ltd AXE Fresh Neighbours - Road to Hey Neighbour
Customer Journey Marketing - Lead Generation / CRM
GOLDTFGTFG Precision Marketing
BRONZEHeineken Beverages | Dentsu RedstarIntroduction to Heineken Silver
Product and / or Service Launch
BRONZESuzuki Auto South Africa | Penquin Suzuki Jimny Vehicle Launch
SILVER Suzuki South Africa | Penquin Suzuki Fronx Vehicle Launch
Real Time Marketing
GOLDFlow CommunicationsCarspa AI CRM
GOLDStandard BankLookSee by Standard Bank: Flip the switch to solar
Small Budget Big Impact
GOLDPEP | Ogilvy#PEPfinds
GOLDVodacom | 365 DigitalVodaPay Summer Hydra
SILVER Geewiz | 365 DigitalGeewiz Commerce Growth
BRONZEJohn Deere Financial | Lumico (Pty) LtdEmpowering Farmers in Sub-Saharan Africa
BRONZE Standard BankInstant Money Mondays
Omnichannel Marketing
GOLDTFGTFG Coinquest
SILVER Tiger Brands | Freshive Digital Agency Benny
SILVER Standard BankLookSee by Standard Bank: Flip the switch to solar
BRONZESuzuki South Africa | Penquin Suzuki Fronx Vehicle Launch
BRONZEUpstreamTransforming Telco Adver with Upstream's Martech
Cross Digital Media Marketing
GOLDXbox | Penquin Xbox Festive Campaign 2023
SILVER Heineken Beverages | Dentsu RedstarIntroduction to Heineken Silver
BRONZESuzuki South Africa | Penquin Suzuki Retail Campaign - Make The Right Choice
Social Media Marketing
GOLDTFGTFG Coinquest
SILVER PEP | Ogilvy #PEPfinds
BRONZEStandard Bank | VMLSavings month
BRONZEStandard Bank | VMLStandard Bank BeatTheScam
Creator / Influencer / Celebrity Marketing
GOLDThe Coca-Cola Company | Essencemediacom Coca-Cola Creations Wozzaah
SILVER Unilever | Naked Brain Communications (Pty) LtdQina Ndoda Campaign
SILVER PEP | Ogilvy #PEPFinds
BRONZEUnilever | Fresh AF (Pty) LtdAXE Fresh Neighbours - Road to Hey Neighbour
Gaming Gamification & E-Sports
GOLDTFGTFG Coinquest
GOLDXbox | Penquin Xbox Festive Campaign 2023
SILVER Standard Bank Instant Money Mondays
Data Insights / Contextual Marketing
GOLDTFGTFG Precision Marketing
SILVER Standard Bank | Rainmaker Media Data Clean Room
Programmatic
GOLDGeewiz | 365 Digital Geewiz Commerce Growth
GOLDVodacom | 365 DigitalVodaPay Summer Hydra
SILVER Xbox | Penquin Xbox Festive Campaign 2023
Short or Long Form Video
GOLDTiger Brands | Freshive Digital Agency Benny
SILVER Suzuki South Africa | Penquin Suzuki - Chasing The Fun
Personalization
SILVER Standard Bank Gold Insights, Gold Returns
AI-Powered Audience Engagement
GOLDTFGTFG Precision Marketing
SILVER Flow Communications Carspa AI CRM
BRONZEStandard Bank South Africa Gold Insights Gold Returns

Africa: The next frontier for innovations

The awards arrived on the African continent this year, with a special focus on the sub-Saharan (SSA) regions of Kenya, Nigeria and South Africa.

Africa has long been the next frontier for tech innovations, given that many of its countries’ populations have sidestepped desktop and gone directly to mobile, meaning their markets are super savvy in this space.

Many inventions have come from these regions, as they advance their development and usage of tech such as in the use of cross-border payments and microfinance – and is why the MMA SSA has entered Kenya, and Nigeria specifically and initially.

“Our venture beyond South Africa’s borders has been an inspirational one. The rate of AI and other technology’s adoption in certain African countries is impressive and there are strong examples of how this has been used effectively in marketing campaigns.

“AI immersion is happening as fast as it is in South Africa and the African continent, with its 54 countries, is, in pockets, forging ahead with significant developments in the use of tech and other Gen AI innovations,” says Sarah Utermark, country director for the MMA SSA.

Innovation through tech

With its core 2024 themes of purpose-driven marketing, marketing impact, impact media, emerging tech media, creative and AI marketing, judging undertaken by 15 senior marketers from across various regions.

These include MTN’s Geoff Masuta, Coca-Cola’s Bunmi Adeniba, RMB’s Linda Kachingwe Sisya, True.IO’s Vince Maher and eight MMA SA’s Youth Development Board members.

Utermark says that the 14 judges were looking for innovation, tech adoption and social impact through tech, among others when adjudicating the entries.

“We are extremely buoyed by the standard of work from these regions, across the current marketing landscape.

“Africa continues to rise, and as the leading marketing industry body that recognises results driven by tech and AI, it is our privilege to honour these winners today.”

See all the winners here.


 
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