Africa

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Case Study • SABRE Awards, Africa, Fashion & Beauty, Gold, 2019

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

Telkom: Fraud or Not? Fraud Awareness

Case Study • SABRE Awards, Africa, Employee Communications, Gold, 2019

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.

Brands in Motion

Case Study • SABRE Awards, Africa, Superior Achievement in Research and Planning, Diamond, 2019

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.

Intel: She Will Connect

Case Study • SABRE Awards, Africa, Western Africa, Gold, 2019

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.

Ab InBev Africa: Carling Black Label - Soccer Song for Change

Case Study • SABRE Awards, Africa, Cause-Related Marketing, Gold, 2019

Carling Black Label, a beer brand, raised awareness of the correlation between a football team losing and the increased violence against women in South Africa by replacing its branding with #NoExcuse and changing the lyrics of a popular song.

Sage: Sage Budget Speech Campaign 2019

Case Study • SABRE Awards, Africa, Financial Communications, Gold, 2019

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.

Institute of Waste Management of Southern Africa: Research for sustainable reputational growth

Case Study • SABRE Awards, Africa, Superior Achievement in Measurement and Evaluation , Diamond, 2019

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

Vodacom: Biggest BEE deal in Telco history

Case Study • SABRE Awards, Africa, Technology, Gold, 2019

Vodacom, a mobile operator company, announced a new deal and, through its communications handling, was able to influence shareholder behaviour in South Africa.

The Zing Group: That AMA.ZING app

Case Study • SABRE Awards, Africa, Financial & Professional Services, Gold, 2019

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.

Sage: Sage rAInbow Campaign 2018

Case Study • SABRE Awards, Africa, Media Relations, Gold, 2019

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.

FlySafair: The most on-time airline in the world

Case Study • SABRE Awards, Africa, Travel & Leisure, Gold, 2019

FlySafair, a low-cost airline, used a key message and consistency to drive credibility and awareness in South Africa.

F5: Cloud Africa

Case Study • SABRE Awards, Africa, Business-To-Business Marketing, Gold, 2019

F5, an application services company, launched a research report and used its findings as PR material to increase awareness of its cloud capabilities in Africa.

SAS: Meet the man who hears colours

Case Study • SABRE Awards, Africa, Public Education , Gold, 2019

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.

Philips: #ShaveToRemember

Case Study • SABRE Awards, Africa, Digital Campaign, Gold, 2019

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.

Siemens: Fabric

Case Study • SABRE Awards, Africa, Best in Show & EMEA, Gold 2019

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.

KFC: Make a Meal of It

Case Study • SABRE Awards, Africa, Social Media Campaign, Gold, 2019

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.

South Africa Tourism: The Cape Town Water Emergency – from crisis to opportunity

Case Study • SABRE Awards, Africa & EMEA, Crisis/Issues Management, Gold 2019

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.

Sanlam Personal Finance: Pink Tax

Case Study • SABRE Awards, Africa, Public Affairs/Government Relations, Gold, 2019

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.

The impact of advertising on market share: Controlling for clutter, familiarity, and goodwill decay

Article • Nicholas De Canha, Michael Ewing, and Ali Tamaddoni, Journal of Advertising Research, Digital First, March 2019

The advertising-sales relationship remains paramount. This study, believed to be the largest that focuses on automotive sales and advertising, investigates ceilings and thresholds by optimizing budget allocations among media.

MyChoice Funeral Plan: Uk'Shona Kwelanga

Rankings • WARC Media 100, 2019

Sanlam, a financial services company, used emotional storytelling via WhatsApp to increase sales of its funeral insurance product in South Africa.

Carling Black Label: Soccer Song for Change

Rankings • WARC Creative 100, 2019

Carling Black Label, the lager brand, increased sales by taking a stand against gender-based violence in South Africa.

Joburg Ballet: Breaking Ballet

Rankings • WARC Creative 100, 2019

Joburg Ballet, a professional ballet company, increased ticket sales in South Africa by transforming consumer trends into new ballet performances.

Knorr Whatsfordinner Leave No Food Behind

Case Study • MMA Smarties, Gold, South Africa, 2018

Knorr, a food and beverages brand, brought recipe ideas to consumers in South Africa by using Facebook Messenger to launch a chatbot.

Surf School of Shine

Case Study • MMA Smarties, Gold, South Africa, 2018

Surf, a laundry detergent brand, connected with 2.4 million women in South Africa as a result of its digital first campaign, promoting career confidence in women.

KFC Zinger

Case Study • MMA Smarties, Bronze, South Africa, 2018

KFC, the fast food restaurant, developed a new ad-serving algorithm to inform people in South Africa about how far away they were from a Zinger Burger.

The State of the Industry: Mobile marketing in EMEA 2018

Article • WARC Data, August 2018

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Absolut Vodka: One Source

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Absolut Vodka launched the One Source campaign in South Africa, which sponsored the launch of a new hip-hop album through a documentary, music video and limited edition bottles.
KFC Black Fried Day

Case Study • SABRE Awards, Gold, Social Media Campaign, Africa, 2018

KFC, a fast food chain, launched a personalised Black Friday campaign, #KFCBlackFriedDay, to increase brand love in South Africa.
Jameson Irish Whiskey: Jameson Connects

Case Study • SABRE Awards, Gold, Western Africa, Africa, 2018

Jameson, a whisky brand, launched a campaign to establish itself in Nigeria and increase market share.
Keep calm and carry on: How to manage a social media crisis

Article • Michael Oelschig, Market Leader, Quarter 1, 2018, pp. 42-45

Social media crises are an increasingly common issue and can be managed by dividing the response into four key stages.
Barbie: Imagine The Possibilities

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2017

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.