The agency won two Golds and four Silvers across work produced for three major and long-standing clients – Volkswagen, Carling Black Label and Kraft.
The Assegais are organised by the Direct Marketing Association of South Africa (DMASA) and the awards ceremony was held in Centurion on Thursday (15 November) night.
The nature of the winning work was digitally led, integrated and focused on creating deeper engagement with consumers which, according to O&M CT CEO Gavin Levinsohn, “vindicated the agency’s strategy of building deep digital capability in-house rather than using outsourced specialists”.
The Gold awards were for two separate campaigns for Volkswagen – Date Drive and Street Quest.
Date Drive was an innovative, light-hearted campaign to generate test drives by using live data and cameras to track the ‘sex appeal rating’ of a VW Polo test driver.
Street Quest was an online game to pin VW’s using Google Street Maps which translated into a real-life competition with finalists driving the streets to spot VW’s.
See the Ogilvy winners below or go to http://www.assegaiawards.co.za/ for a full list of all the winners.
Ogilvy & Mather Cape Town – 2012 Assegai Award Winners
Gold: Volkswagen ‘Date Drive’. Multiple Channel Campaign Awards
Gold: Volkswagen ‘Street Quest’. Media Awards – Social Media
Silver: Carling Black Label ‘Be The Coach’. Media Awards – Mobile
Silver: Stimorol ‘Alien Abduction’. Multiple Channel Campaign Awards
Silver: Carling Black Label ‘Be The Coach’. Media Awards – Alternative: Experiential
Silver: Volkswagen ‘Date Drive’. Media Awards – Website
Bronze: Carling Black Label ‘Darling to Carling’ – Media Awards – Alternative: Experiential
Bronze: Forever Wild. YouTube Interventions – Media Awards – Social Media
Ogilvy & Mather Johannesburg – 2012 Assegai Award Winners
Gold: POWA 9 West Brochure. Craft Award for creative solution
Silver: Castle ‘Super Fans’. Media Awards – Alternative Activations
Established in 1984, Ogilvy & Mather South Africa has been a leading advertising and communications group in South Africa for over 25 years. It currently employs over 700 staff across 14 specialised companies. In 2012, O&M SA was the most awarded South African agency at the Cannes Lions and dominated the Apex Awards for creative effectiveness for the fifth consecutive year. O&M SA has industry leading capability in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and specialist communications. It is at the forefront of integrated communication, with a mission to work with clients to develop breakthrough ideas that release the potential that exists in their brands, thereby creating measurable value. Clients include both global multinationals and local businesses.
Issued for Ogilvy & Mather Cape Town by:
Ogilvy Public Relations, Cape Town
Victoria Tatham, Account Manager
+27 (0) 21 467 1378