Africa | WARC

Loyalty schemes aren't enough for S Africa's drivers

News • 19 August 2019

South Africa’s service stations drive brand loyalty through reward schemes but an increasingly important role is played by the branded grocery retailer that also occupies their premises.

What TymeBank's growth says about South Africa's banking industry

News • 03 July 2019

Launched fully in February 2019, the digital-first TymeBank (Take Your Money Everywhere) is slated to bring in 500,000 customers by the end of July, as it shakes up South Africa’s banking scene with advanced data science.

Chicken Licken: Sbu 2.0

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Chicken Licken, a South African fast food brand, increased sales of its Hotwings by using the topicality of AI to make a humorous TV commercial.

How ads protect auto brands' market share

News • 07 June 2019

Automotive brands that are not currently advertising may be at increased risk of losing market share, according to a study published in the Journal of Advertising Research (JAR).

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.

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.

Unilever - Dove: 100 Colours

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Pick n Pay Fresh Content

Case Study • Case Studies on WARC, World Retail Awards 2019, Entrant

Pick n Pay, a supermarket chain, created an integrated multi-platform ecosystem, with audience-specific messaging aimed at lapsed customers in South Africa, which delivered incremental sales uplift.

CourierOnline: Using millennial-isms to disrupt courier conventions

Case Study • Jadine van Breda, Jamie Bell, WARC Awards, Entrant, Effective Content Strategy, 2019

South African courier company Courier Online used radio and social media content to connect with millennials and increase downloads of its new app in South Africa.

Just Property: #YourStorey

Case Study • Zaanri Sharp, WARC Awards, Entrant, Effective Social Strategy, 2019

Real estate agency Just Property implemented a promotional campaign in South Africa that targeted first-time property buyers in order to gain more leads.