The Direct Marketing Association of Southern Africa’s Assegai Awards remains one of the highlights of the industry's calendar. The Assegai Awards celebrated all that is creative, smart and ultimately hits the mark of perfection. “The work these agencies and partners have produced over the past 12 months has been of an international standard,” says CEO, David Dickens: “Congratulations to all the winners!”
Whilst the competition entries exceeded 200, this year was particularly tough. We managed to get an average of 6 judges per entry in 3 days of judging allowing stringent review and marking. Our external auditors ensured an unbiased result and have given all sector winners their appropriate places.Special Awards
The following is a complete list of this year’s Awards winners, as announced per category.
All entries were individually scored by an expert panel of judges and the final scores were audited by an independent auditor.
| 3D | ||
| Entry Name | Company Name | Award |
| A seat at the table | Demographica | Bronze |
| Garagista - For Sale Ale | Duke | Gold |
| Survivor Tree Email | Gorilla | Bronze |
| How OMO used a dirty book to reconnect children with playtime and storytime. | Ogilvy Cape Town | Bronze |
| Martell Cognac Vs Single Distillery – “Curious Minds Influencer Drop” | Publicis Machine | Gold |
| Direct Mail: Addressed and Unaddressed Campaigns | ||
| Stay in your Happy Place | African Bank | Bronze |
| Direct Response Mass Media: TV, Print, Out-of-home and Radio | ||
| Shield Be The Next Champion | Gorilla | Bronze |
| Huggies - The World’s First Baby Marathon | Ogilvy Johannesburg | Bronze |
| Email Marketing | ||
| Survivor Tree Email | Gorilla | Bronze |
| Nedgroup Medical Aid Scheme "Fittest Fingers First" | The Cheese Has Moved | Bronze |
| Experiential Media | ||
| Jaguar Land Rover Two Icons Tour | Captivate Brand Activations | Silver |
| Guinness Match Made of Black | Carat | Leader |
| Russian Bear Vodka #IamNext | Densu Aegis Network | Leader |
| Apartheid Museums - Bill of rights | Joe Public | Gold |
| Carling Black Label - Soccer Song for Change | Ogilvy Cape Town | Gold |
| How OMO used multi-sensory engagement, African fables and dirt to reconnect kids with the world beyond their digital screens. | Ogilvy Cape Town | Gold |
| Volkswagen Fuels The World’s Largest Game Of #Marco#Polo | Ogilvy Cape Town | Gold |
| DStv - Halloween Sleepover | Ogilvy Johannesburg | Bronze |
| Robertsons Reinvention Kitchen | The Hardy Boys | Bronze |
| Face to Face Activations / Field Marketing | ||
| #ShieldReady | Gorilla | Bronze |
| Pin Pop Tongue Painter School Tour | Nungu Marketing | Leader |
| Integrated Direct Marketing Campaign (R500 000 budget or less) | ||
| New Balance #BeProteas | Levergy | Gold |
| Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites) | ||
| Disney Solo | Ad Colony | Gold |
| Heineken Uefa Champions League | Ad Colony | Gold |
| Samsung S9 | Ad Colony | Gold |
| Iliadin #MimicYourMan | Gorilla | Gold |
| Knorr leave no food behind | Liquorice | Bronze |
| Lucozade Boost Your Drive | Mindshare | Bronze |
| Royco Rewards | Mobitainment, ARC South Africa, Asakhane | Gold |
| Volkswagen Fuels The World’s Largest Game Of #Marco#Polo | Ogilvy Cape Town | Gold |
| Cadbury PS – #SayItWithPS | Ogilvy Johannesburg | Gold |
| DStv Access – Ringa No Makenzo | Ogilvy Johannesburg | Gold |
| DStv - Fanalysis | Ogilvy Johannesburg | Gold |
| Firstwatch Whisky | Platinum Seed | Bronze |
| Mobile SMS, MMS | ||
| Royco Rewards | Mobitainment, ARC South Africa, Asakhane | Gold |
| Most Effective Use of Content | ||
| Investec Insterview | Wunderman SA | Bronze |
| Online Campaigns: banners, micro sites, remarketing and other online campaigns | ||
| AXE Golden Ticket | Gorilla | Gold |
| LUX #MoreThanYouCanSee Experience | Gorilla | Gold |
| The Avbob Poetry Project | iLEAD et al, a member of the et al group | Silver |
| The Mentorship Challenge | iLEAD et al, a member of the et al group | Silver |
| Chicken Licken® Double Chick’n Boerie™ Burger Debate | Joe Public Connect | Bronze |
| Black - The Future of Entertainment Now | Joe Public Connect | Bronze |
| Lucozade Boost Your Drive | Mindshare | Leader |
| KFC #BlackFriedDay | Ogilvy Johannesburg | Gold |
| KFC Dunked Burgers | Ogilvy Johannesburg | Gold |
| Neurobian | Ogilvy Johannesburg | Gold |
| Vodacom Repositioning | Ogilvy Johannesburg | Gold |
| Martell Cognac Vs Single Distillery – “Curious Minds Influencer Drop” | Publicis Machine | Gold |
| Jägermeister Jäger X | TBWA Hunt Lascaris Durban | Bronze |
| Search Marketing: SEO and PPC | ||
| Re/Max Dynamic Search Ads Campaign | JellyFish | Leader |
| KFC Search Always On | Mindshare | Leader |
| KFC Search Black Fried-Day | Mindshare | Silver |
| WesBank dialing down the call centre | Rogerwilco | Leader |
| Satrix - Beating the Index | Rogerwilco | Gold |
| Samara Game Reserve | Ruby Digital | Leader |
| Social Media (Social Media Platforms) | ||
| The Avbob Poetry Project | Brand et al, a member of the et al group | Gold |
| The Mentorship Challenge | Brand et al, a member of the et al group | Gold |
| The 2017 Absa/City Press Money Makeover Challenge | Brave Group executed by Rogue | Silver |
| Kwesé Play | EOH Digital | Leader |
| RAF (Road Accident Fund) Back to School | EOH Digital | Leader |
| Shield Pressure Moments | Gorilla | Leader |
| Shield - Be The Next Champion | Gorilla | Leader |
| Chicken Licken® Hotwings® Sbu 2.0 | Joe Public Connect | Bronze |
| New Balance #BeProteas | Levergy | Gold |
| JC Le Roux #ExpressYourself | Liquorice | Leader |
| Magnum MaXhosa | Liquorice | Leader |
| Happy Father’s Day from Omo #FathersDayForAll | Liquorice | Gold |
| #StopDayLightRobbery | M&C Saatchi Abel | Bronze |
| KFC “Rolling”: Using trends, timing and tactics to win at the F___ W___ C__ | Ogilvy Cape Town | Gold |
| Skip – End of Fast Fashion | Ogilvy Cape Town | Gold |
| Nimeu – 12 Week Challenge #NoMakeUpBride | Ogilvy Johannesburg | Leader |
| Pfizer - Life Uncensored | Ogilvy Johannesburg | Leader |
| Philips #ShaveToRemember | Ogilvy Johannesburg | Leader |
| Vodacom Summer | Ogilvy Johannesburg | Leader |
| Cadbury PS – #SayItWithPS | Ogilvy Johannesburg | Gold |
| DStv - Fanalysis | Ogilvy Johannesburg | Gold |
| DStv - Halloween Sleepover | Ogilvy Johannesburg | Gold |
| DStv - The Other Host Nation | Ogilvy Johannesburg | Gold |
| Rémy Martin – the luxury Fine Champagne Cognac | Platinum Seed | Leader |
| #CokeScoreChallenge | Playmakers | Silver |
| Builders - “Get Your House In Shape” | Publicis Machine | Leader |
| WesBank - Graduate Finance | Social CREACHAs | Leader |
| Jägermeister Enter The Woods | TBWA Hunt Lascaris Durban | Bronze |
| Jägermeister Ice Cold Oppikoppi | TBWA Hunt Lascaris Durban | Bronze |
| Jägermeister Jäger X | TBWA Hunt Lascaris Durban | Gold |
| The Parent Feed by Littleworld | Woolworths | Leader |
| Websites | ||
| Robertsons | Liquorice | Leader |
| South Africa’s Ultimate Journey | Motor Happy | Bronze |
| Integrated Direct Marketing Campaign (R500 000 budget or less) | ||
| Come to the cloud with us | Firewater | Bronze |
| Absa Private Banking for Young Professionals – You’ve earned it, now own it | Mortimer Harvey | Bronze |
| South Africa’s Ultimate Journey | Motor Happy | Bronze |
| Integrated Direct Marketing Campaigns | ||
| Shield Pressure Moments | Gorilla | Leader |
| Surf Laundry - School of Shine | Liquorice | Leader |
| Lucozade Boost Your Drive | Mindshare | Silver |
| Royco Rewards | Mobitainment, ARC South Africa, Asakhane | Leader |
| Talk To Nando’s | Nudge | Bronze |
| Carling Black Label #NoExcuse | Ogilvy Cape Town | Gold |
| KFC “Make A Meal Of It” The retail ad that united the globe | Ogilvy Cape Town | Gold |
| Huggies - The World’s First Baby Marathon | Ogilvy Johannesburg | Leader |
| Philips #ShaveToRemember | Ogilvy Johannesburg | Silver |
| The Avbob Poetry Project | The et al group | Silver |
| Robertsons Reinvention Kitchen | The Hardy Boys | Leader |
| CRM Programmes | ||
| Royco Rewards | Mobitainment, ARC South Africa, Asakhane | Leader |
| Talk To Nando’s | Nudge | Gold |
| Absa - Youth Campaign | TLC Marketing Worldwide | Bronze |
| Nedbank Greenbacks | TLC Marketing Worldwide | Silver |
| Database and Analytics Innovation | ||
| Talk To Nando’s | Nudge | Leader |
| ERM: Employee Relationship Marketing | ||
| MTN Press Pause | Actuate | Leader |
| Nedgroup Medical Aid Scheme "Fastest Fingers First" | The Cheese Has Moved | Leader |
| Loyalty Programmes | ||
| Royco Rewards | Mobitainment, ARC South Africa, Asakhane | Leader |
| Art Direction | ||
| BMW X2 | EOH Digital | Leader |
| Black - The Future of Entertainment Now | Joe Public Connect | Gold |
| Chicken Licken “Hotwings” Sbu 2.0 | Joe Public Connect | Gold |
| Castle Lite Money Calling – “Unlock it, pour it, sip it, enjoy it, lock it” | Ogilvy Cape Town & and Egg Films co-entry | Leader |
| Robertsons Reinvention Kitchen | The Hardy Boys | Silver |
| Branded Content | ||
| The Avbob Poetry Project | Brand et al, a member of the et al group | Leader |
| BMW X2 | EOH Digital | Leader |
| Chicken Licken® Double Chick’n Boerie™ Burger Debate | Joe Public Connect | Gold |
| New Balance #TrainingDay | Levergy | Leader |
| Magnum MaXhosa | Liquorice | Silver |
| Cadbury PS – #SayItWithPS | Ogilvy Johannesburg | Silver |
| Huggies - The World’s First Baby Marathon | Ogilvy Johannesburg | Silver |
| Vodacom Youthday | Ogilvy Johannesburg | Silver |
| Robertsons Reinvention Kitchen | The Hardy Boys | Silver |
| Innovative Solutions | ||
| The Avbob Poetry Project | Brand et al, a member of the et al group | Leader |
| A seat at the table | Demographica | Gold |
| Garagista - For Sale Ale | Duke | Gold |
| Survivor Tree Email | Gorilla | Leader |
| SAB - The ‘Your Business in Lights’ Billboard | Joe Public Connect | Leader |
| Black - The Timeline Takeover | Joe Public Connect | Gold |
| Black - Boring Pre-Roll Ads | Joe Public Connect | Gold |
| Audi Q5 Fast Track | Levergy | Leader |
| Surf Laundry - School of Shine | Liquorice | Silver |
| Lucozade Boost Your Drive | Mindshare | Bronze |
| “Dirt is Good” - Why OMO created a dirt-activated African fable for children | Ogilvy Cape Town | Leader |
| Carling Black Label - Soccer Song for Change | Ogilvy Cape Town | Silver |
| Jägermeister Enter The Woods | TBWA Hunt Lascaris Durban | Leader |
| Most Effective Use of Content | ||
| Clover Krush Goodness Campaign | Amok Digital | Gold |
| The Avbob Poetry Project | BRAND et al, a member of the et al group | Leader |
| Shield Pressure Moments | Gorilla | Leader |
| Anglo American - A Day at a Modern Mine | Joe Public Connect | Leader |
| KFC “Make A Meal Of It “Using The Most Contentious Content In Soccer To Sell Streetwise | Ogilvy Cape Town | Silver |
| Cadbury PS – #SayItWithPS | Ogilvy Johannesburg | Silver |
| Huggies - The World’s First Baby Marathon | Ogilvy Johannesburg | Silver |
| Investec Insterview | Wunderman SA | Bronze |
| Use of New Technologies | ||
| A seat at the table | Demographica | Silver |
| AXE Golden Ticket | Gorilla | Silver |
| SAB - The ‘Your Business in Lights’ Billboard | Joe Public Connect | Silver |
| SAB - The invisible issue | Joe Public Connect | Silver |
| Royco Rewards | Mobitainment, ARC South Africa, Asakhane | Silver |
| Jägermeister Enter The Woods | TBWA Hunt Lascaris Durban | Silver |
| UX, Interface and Navigation Design | ||
| Survivor Tree Email | Gorilla | Silver |
| Sanlam Reality Website | Publicis Machine | Silver |
| Jägermeister Enter The Woods | TBWA Hunt Lascaris Durban | Silver |
| NPO Direct Marketing | ||
| One School at a time - Never Unsanitary Pads | Joe Public | Gold |
| Powa The news you need to see | Joe Public | Gold |
| Public Benefit Direct Marketing Campaign | ||
| Road Accident Fund – #AlwaysRemember | Mortimer Harvey | Gold |
| Student Direct Marketing Campaign | ||
| UJ & Dmasa Project – Making Mental Health Matter | S.H.E | Gold |
