SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

Siemens, an automation company, used data from Lagos, Nairobi and Johannesburg to create unique fabrics for a truly African fashion collection that shows the power of data-connected cities.

Case Study

MTN Ghana, a telecommunications company, communicated its renewed BRIGHT operational strategy in Ghana through a 360-degree experience.

Case Study

Darling, a hair extensions brand, re-launched its brand in Nigeria by creating an influencer-led campaign and redesigning its packaging.

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Philips, an electronics company, launched a mobile barbershop in partnership with the Nelson Mandela Foundation to give the famous Nelson Mandela line haircut to people in Johannesburg, symbolising Mandela's values in a divided world.

Case Study

Illovo Sugar, a sugar producer, undertook a stakeholder audit in six African markets to assess the brands' reputation.

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Sanlam, a South African financial services group, used a nationwide survey to create targeted messaging around the Pink Tax, the premium levied on female-specific products and services in South Africa.

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WE Communications, a PR firm, launched a 24-hour stream of content customised to each market in South Africa to refine its annual global study, Brands in Motion.

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Telkom, a telecommunications company, encouraged its employees in South Africa to interact with its fraud team and better understand its anti-fraud policies by creating a game show involving the employees themselves.

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The Homecoming Project, a platform for cultural exchange, launched in Nigeria and offered an opportunity for 3,000 of Nigeria’s diaspora to rediscover Nigeria.

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Dove, a personal care brand, communicated its product offering by connecting with consumers' love of bold prints in South Africa.

Case Study

Safaricom, a mobile network company, raised awareness of its youth platform BLAZE in Kenya, East and Central Africa by creating media launches featuring influencers, experiential events and TV show promotion.

Case Study

The Export Promotion Council, Kenya’s premier institution in the development and promotion of export trade, launched the second Kenya Trade Week event by organising 70 exhibitors from different organisations to attend.

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SAS, a software company, launched a media event that introduced Neil Harbisson, the world's first and only cyborg, to promote the notion of AI.

Case Study

Institute of Waste Management Southern Africa (IWMSA), a waste management service, produced an electronic questionnaire for stakeholders to uncover its reputation scores.

Case Study

Sage South Africa, a software company, launched a "media deskdrop" and series of videos surrounding the South African government's annual budget speech to showcase its expertise in tax and compliance.

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Kosmos Energy, an oil company, sought to advance its long-term social licence to operate in Ghana by investing in a social impact programme there.

Case Study

Intel, a technology company, launched a Facebook advertising campaign in Africa that encouraged women to follow its She Will Connect programme, aimed at equipping women with tech skills.

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South Africa Tourism, a tourism board for South Africa, dispelled misinformation about the Cape Town water crisis and raised awareness by highlighting it as a global problem, encouraging tourists to return to the country.

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Zing Group, a financial services company, introduced a new product in a cluttered market in South Africa by adopting a ‘show, don’t tell’ approach, which resulted in 100,000 people signing up.

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Sage South Africa, a software company, raised awareness of domestic violence in South Africa by hosting a breakfast event for media houses, and generating public awareness through social outputs.

Case Study

Kenya Airways, an airline, launched its first non-stop flight to the US with wide media support both internationally and in Kenya.

Case Study

The Chapa Dimba Na Safaricom Football Tournament, a national football tournament, increased awareness across Kenya by launching a series of press releases and feature stories, in addition to offering a trip to London as the grand prize.

Case Study

KFC, a fast food restaurant brand, launched a TV campaign featuring a fake footballer taking a dramatic dive and rolling all the way to a KFC restaurant in South Africa to promote its brand during the FIFA World Cup.

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Careem, a transportation network company, changed negative perceptions of its brand in Morocco by launching three press releases a month to communicate the brand in a positive light.

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Multichoice Kenya, an entertainment company, launched a series of events and press releases to increase awareness of its Multichoice Talent Factory (MTF), which aims to increase production of local film content in Africa and improve employment rates.