The Nando’s #rightmyname campaign won a Gold Loerie in the Media Innovation category, submitted by media agency The MediaShop and creative agency M&C Saatchi Abel.
The #rightmyname initiative saw Nando’s championing the cause for uniquely South African names to be recognised by spellcheck. #rightmyname encouraged users from diverse South African backgrounds to upload their names to an online database with the intention that on Human Rights Day this year (21 March) users could download the database and update their computer’s dictionary.
Kgaugelo Maphai, Managing Director at The MediaShop Johannesburg said, ’This magnificent accolade comes on the back of Media Strategist Maggie Pronto’s skilful negotiation with The Sunday Times which really brought this campaign alive.’
In a media first, The MediaShop negotiated with a national newspaper to underline all South African names on their cover page and inside spread, sparking many to think that The Sunday Times had made a horrendous editorial error, only to be met with a full-page ad explaining the campaign.
Pronto added, ‘We have been absolutely delighted to work with creative agency M&C Saatchi Abel on this incredible campaign that garnered a 7400% ROI on our media spend, excluding the incredible social media engagement and online conversations that ensued.’