The 2023 Effie Awards South Africa Gala, held on September 15th at Urban Brew Studios in Randburg, celebrated a triumphant year of marketing effectiveness. Modern Marketing is a proud media partner of the Effie Awards South Africa.
The gala marked the third year of this esteemed global awards programme on local shores. This year’s event was doubly special, as it not only announced the celebrated winners but also unveiled the finalists for the first time during the gala, creating an atmosphere charged with anticipation and excitement.
The crowning moment of the evening was the unveiling of the Grand Effie Winner, an exceptional campaign from Ogilvy South Africa and KFC South Africa that emerged as the epitome of marketing effectiveness, setting new standards for the entire industry and showcasing the power of strategic, results-driven marketing.
Effie Worldwide COO, Allison Knapp Womack, graced the occasion with her presence, emphasising the global significance of the Effie Awards South Africa in recognising marketing excellence. Womack commented on the remarkable winning campaigns: ‘The winning campaigns showcased tonight demonstrate the vibrancy and health of the marketing sector in South Africa. They rightfully claim their place on the global stage by contributing to the Effie Index, solidifying South Africa’s presence in the global context of marketing effectiveness.’
In addition to her attendance at the gala, Womack hosted a breakfast at Google Johannesburg, leading a panel discussion that shed light on the brilliant minds behind past Grand Effie-winning campaigns. The breakfast provided a unique opportunity to delve into the insights that drive marketing effectiveness.
Mathe Okaba, ACA CEO for Effie Awards South Africa, expressed her enthusiasm for this year’s programme: ‘The success of any awards programme can, in many ways, be measured by the quality and quantity of entries it receives. The entries and winners in this year’s programme have more than reinforced the fact that our sector exhibits world-class levels of creative effectiveness. More importantly, the work entered is underpinned by a clear and strategic understanding of the importance of effectiveness in relation to marketing and business objectives.’
Co-Jury Chairs Mpume Ngobese and Pete Case lauded the incredible results and the rigorous judging process, emphasising the exceptional quality of entries. Ngobese said, ‘Winning an Effie is ‘next level tough’. The magic continues to lie in balancing the narrative when talking about the effectiveness story: the context, the brand challenge, the campaign objectives, the (growth) insight, the work, and the results.’
Case added, ‘The entries and winners in this year’s programme have demonstrated the exceptional creativity and effectiveness that our industry is known for. The rigorous judging process ensured that only the most deserving campaigns received recognition.’
Effie Awards South Africa proudly acknowledges the invaluable support of its sponsors for the 2023 programme, including: Primedia, Nedbank, Kaya FM, Mediamark, SAB, GIB Insurance, Net#work BBDO, Unilever, Google, Aon, Investec, Pride Wealth and Brand South Africa.
The Effie Awards South Africa, the world’s preeminent marketing effectiveness award, and the Nedbank IMC Conference, Africa’s leading marketing conference, partnered in 2023 for the benefit of the marketing industry at large. The merging of the two industry events meant that on Friday, September 15, 2023, attendees were treated to one hard-hitting day of 15-minute relevant insights into marketing and advertising during the Nedbank IMC, followed by the showcasing and recognition of the most effective campaigns of 2023 at the Effie gala.
Okaba concluded by congratulating all the winners and expressing anticipation for the next programme: ‘The work our sector produces and that has been presented during this year’s programme reinforces and consistently ensures that we remain relevant where it truly matters – as valuable partners in the pursuit of business success.’
The Winners:
| AWARDS | SUBMISSION | CATEGORY | CLIENT | AGENCY |
| Grand | How KFC reclaimed its Fame by turning its Taste from sales killer into business driver. | Restaurants | KFC South Africa | Ogilvy South Africa |
| Gold | How Some “Spice” Served Savanna Unprecedented Growth | Beverages – Alcohol | Distell | Grey Advertising Africa |
| Gold | How KFC reclaimed its Fame by turning its Taste from sales killer into business driver. | Restaurants | KFC South Africa | Ogilvy South Africa |
| Gold | VW POLO GAME ON | Social Media | Volkswagen SA | Ogilvy South Africa |
| Gold | How KFC sparked a social media frenzy by seeding a taste story | Social Media | KFC South Africa | Ogilvy South Africa |
| Silver | Big John Beats Yahunga Forever: hijacking the cultural moment through a blockbuster marketing approach. | Current Events | Chicken Licken | Joe Public |
| Silver | VW POLO GAME ON | Automotive – Vehicles | Volkswagen SA | Ogilvy South Africa |
| Silver | Big John Beats Yahunga Forever: hijacking the cultural moment through a blockbuster marketing approach. | Restaurants | Chicken Licken | Joe Public |
| Silver | VW POLO GAME ON | Experiential Marketing: Live & Digital | Volkswagen SA | Ogilvy South Africa |
| Silver | Big John Beats Yahunga Forever: hijacking the cultural moment through a blockbuster marketing approach. | Multicultural – Products, Services | Chicken Licken | Joe Public |
| Silver | Where There’s a Bucket, There’s a Family | Seasonal Marketing – Products, Services | KFC | Ogilvy South Africa |
| Silver | Where there’s a bucket, There’s a Family | Youth Marketing | KFC | Ogilvy South Africa |
| Silver | Nando’s Bright Sides Campaign | Current Events | Nando’s South Africa | VMLY&R South Africa |
| Silver | The Real Maternity Issue | Small Budgets – Non-Profit, Products, Services | Amnesty International | Joe Public |
| Silver | Nando’s Bright Sides Campaign | Timely Opportunity | Nando’s South Africa | VMLY&R South Africa |
| Bronze | The Real Maternity Issue | Disease Awareness & Education: Non-Profit | Amnesty International | Joe Public |
| Bronze | Newbank: How Nedbank launched a fake new bank to accelerate brand reappraisal and digital usage | Finance | Nedbank | Joe Public |
| Bronze | Democratising The Difference | Multi-Brand Shopper Solution / Commerce & Shopper Effies | WOOLWORTHS SOUTH AFRICA | Joe Public |
| Bronze | Black Conversations: A branded platform savouring blackness | Brand Content & Entertainment | SAB(ABINBEV) | Joe Public |
| Finalist | Democratising The Difference | Retail | WOOLWORTHS SOUTH AFRICA | Joe Public |
| Finalist | Giving it to the Youth | Youth Marketing | Standard Bank | M&C Saatchi Abel |
| Finalist | Newbank: How Nedbank launched a fake new bank to accelerate brand reappraisal and digital usage | Marketing Disruptors | Nedbank | Joe Public |
| Finalist | Tasting Notes: A Story of Sound and Wine | Topical events – Crisis Response / Critical Pivot | Nedbank | Levergy |
| Finalist | Giving it to the Youth | Finance | Standard Bank | M&C Saatchi Abel |
| Finalist | The Foam Knows | Experiential Marketing: Live & Digital | SAB(ABINBEV) | Ogilvy South Africa |
| Finalist | The Foam Knows | Experiential Shopper Marketing | SAB(ABINBEV) | Ogilvy South Africa |
| Finalist | Adding a Glass and a Half to Homegrown Stories | Brand Content & Entertainment | Mondelez | Ogilvy South Africa |
| Finalist | Purple Monster | Insurance | Hippo | DENTSU Creative JHB |
| Finalist | The Foam Knows | Beverages – Alcohol | SAB(ABINBEV) | Ogilvy South Africa |
| Finalist | Dribbling past FIFA’s aggressive restrictions to score with consumers | Current Events | Uber Eats | Joe Public CPT |
| Finalist | Indoda Can Shave | Influencer Marketing | P&G (Africa) | EssenceMediaCom |
EFFIE AWARDS
www.effieawards.co.za
