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Presenting The Smarties Sub-Saharan Africa 2024 Winners

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TFG Precision Marketing

Sub-Saharan Africa Best In Show

TFG and TFG for

TFG Precision Marketing

Credits

Lizette Kellerman, Loyalty Marketing Manager, TFG
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Purpose Driven Marketing

Sub-Saharan Africa – Brand Purpose / Activism

The Brand Purpose/Activism category recognises campaigns that harness the power of brand platforms to champion social causes or address significant societal issues. This category emphasizes the role of brands in contributing to the greater good, covering a wide range of initiatives from environmental sustainability to social, political, and economic activism. It underscores the importance of leveraging brand influence and reach to make a meaningful impact on society.

Silver Winner

The Pepsodent School Tour Project
Unilever Ghana and EchoHouse Ghana Limited for

The Pepsodent School Tour Project

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Purpose Driven Marketing

Sub-Saharan Africa – Social Impact Marketing

The Social Impact Marketing category honors campaigns that leverage marketing to drive significant social change, focusing on initiatives that contribute to public service, social responsibility, and positive shifts in societal attitudes or behaviours. It recognizes efforts that go beyond conventional marketing to make a meaningful difference in the world.

Gold Winner

PEP Mini Netball
PEP and Playmakers / PEP for

PEP Mini Netball

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Silver Winner

Standard Bank BeatTheScam
Standard Bank and VML / Standard Bank for

Standard Bank BeatTheScam

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Silver Winner

Achieva Exchange
Standard Bank and M&C Saatchi Abel / Standard Bank for

Achieva Exchange

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Bronze Winner

Jolly Jus
Tiger Brands and Freshive Digital Agency for

Jolly Jus

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Bronze Winner

Geisha Mother's Day Activation
Unilever and Charterhouse Ghana Limited / EchoHouse Ghana Limited for

Geisha Mother's Day Activation

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Purpose Driven Marketing

Sub-Saharan Africa – Diversity  &  Inclusion

The Diversity & Inclusion category recognizes campaigns focused on promoting understanding, reducing inequalities, and elevating underrepresented voices, showcasing the power of marketing in fostering a more inclusive society.

Gold Winner

PEP Mini Netball
PEP and Playmakers / PEP for

PEP Mini Netball

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Silver Winner

Qina Ndoda Campaign
Unilever and Naked Brain Communications (Pty) Ltd for

Qina Ndoda Campaign

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Marketing Impact

Sub-Saharan Africa – Brand Experience

The Brand Experience category honors campaigns that create immersive, memorable brand interactions, leveraging innovative strategies and technology to foster deep consumer connections and brand loyalty. Campaigns that redefine the interaction between brands and consumers, setting new standards for how brands engage, inspire, and connect with their audiences creating a 360-customer experience.

Gold Winner

Coca-Cola Food Festival
The Coca-Cola Company and Maurice Publicité Ogilvy for

Coca-Cola Food Festival

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Bronze Winner

AXE Fresh Neighbours - Road to Hey Neighbour
Unilever and Fresh AF (Pty) Ltd for

AXE Fresh Neighbours - Road to Hey Neighbour

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Marketing Impact

Sub-Saharan Africa – Customer Journey Marketing - Lead Generation / CRM

The Customer Journey Marketing - Lead Generation/CRM Category is tailored for campaigns that have significantly enhanced the business by strategically leveraging marketing technology to nurture customer relationships and generate leads. Campaigns that have seamlessly integrated technology to map out and improve the customer journey, driving sales, loyalty, and retention.

Gold Winner

TFG Precision Marketing
TFG and TFG for

TFG Precision Marketing

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Bronze Winner

Introduction to Heineken Silver
Heineken Beverages and Honest Marketing for

Introduction to Heineken Silver

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Marketing Impact

Sub-Saharan Africa – Product and / or Service Launch

The Product and/or Service Launch category celebrates marketing campaigns that have successfully introduced or reintroduced products or services to the market. This category recognizes the crucial role of strategic marketing in making a launch effective, highlights campaigns that have managed to capture consumer interest, generate buzz, and ultimately drive sales and market share growth from the outset.

Silver Winner

Suzuki Fronx Vehicle Launch
Suzuki Auto South Africa and Penquin for

Suzuki Fronx Vehicle Launch

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Bronze Winner

Suzuki Jimny Vehicle Launch
Penquin / Suzuki South Africa and Penquin for

Suzuki Jimny Vehicle Launch

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Marketing Impact

Sub-Saharan Africa – Real Time Marketing

The Real Time Marketing category celebrates campaigns that excel in leveraging current data and trends for timely and relevant marketing executions, demonstrating agility and strategic innovation. Campaigns are designed to leverage up-to-the-minute data and trends to deliver content that resonates with the current moment. It recognizes the agility and creativity of brands in using real-time information to craft marketing messages that are highly relevant, engaging, and effective in achieving business objectives.

Gold Winner

Carspa AI CRM
Flow Communications and Flow Communications for

Carspa AI CRM

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Gold Winner

LookSee by Standard Bank: Flip the switch to solar
Standard Bank and Standard Bank for

LookSee by Standard Bank: Flip the switch to solar

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Marketing Impact

Sub-Saharan Africa – Small Budget, Big Impact

The Small Budget, Big Impact category recognizes campaigns that achieve significant marketing success with limited financial resources, with a budget from $5k to $25k, highlighting the power of creativity and strategic efficiency.

Gold Winner

#PEPfinds
PEP and Ogilvy / PEP for

#PEPfinds

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Gold Winner

VodaPay Summer Hydra
Vodacom and 365 Digital for

VodaPay Summer Hydra

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Silver Winner

Geewiz Commerce Growth
Geewiz and 365 Digital for

Geewiz Commerce Growth

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Bronze Winner

Empowering Farmers in Sub-Saharan Africa
John Deere Financial and Lumico (Pty) Ltd for

Empowering Farmers in Sub-Saharan Africa

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Bronze Winner

Instant Money Mondays
Standard Bank and Standard Bank for

Instant Money Mondays

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Impact Media

Sub-Saharan Africa – Omnichannel Marketing

The Omnichannel Marketing category honors campaigns that achieve a seamless customer experience across multiple channels, showcasing strategic coherence and integration. It celebrates the strategic and tactical prowess of using various media touchpoints including TV, print, radio, outdoor, PR, direct marketing, and digital platforms to craft a coherent brand story that engages consumers at multiple levels of their journey.

Gold Winner

TFG Coinquest
TFG and TFG for

TFG Coinquest

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Silver Winner

Benny
Tiger Brands and Freshive Digital Agency for

Benny

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Silver Winner

LookSee by Standard Bank: Flip the switch to solar
Standard Bank and Standard Bank for

LookSee by Standard Bank: Flip the switch to solar

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Bronze Winner

Transforming Telco Adver with Upstream's Martech
Upstream and Upstream for

Transforming Telco Adver with Upstream's Martech

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Bronze Winner

Suzuki Fronx Vehicle Launch
Suzuki Auto South Africa and Penquin for

Suzuki Fronx Vehicle Launch

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Impact Media

Sub-Saharan Africa – Cross Digital Media Marketing

The Cross Digital Media Marketing category celebrates campaigns that harness the diversity of digital platforms to create an engaging, integrated, and impactful brand experience, showcasing the power of a comprehensive digital strategy. The category recognizes the importance of a unified digital strategy that spans various applications and devices (minimum of 3), including desktop, mobile, wearables, digital installations etc. Campaigns should emphasize the ability of brands to navigate the complexities of the digital landscape to develop meaningful consumer engagements that drive business impact.

Gold Winner

Xbox Festive Campaign 2023
Penquin / Xbox and Penquin for

Xbox Festive Campaign 2023

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Silver Winner

Introduction to Heineken Silver
Heineken Beverages and Honest Marketing for

Introduction to Heineken Silver

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Bronze Winner

Suzuki Retail Campaign - Make The Right Choice
Penquin / Suzuki South Africa and Penquin for

Suzuki Retail Campaign - Make The Right Choice

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Impact Media

Sub-Saharan Africa – Social Media Marketing

The Social Media Marketing category is dedicated to recognizing outstanding campaigns that utilize social media platforms to achieve marketing objectives. This category celebrates the strategic use of social networks, messaging apps, and text messaging services to engage audiences, drive sales, enhance brand visibility, and foster meaningful connections with communities or consumers emphasizing strategic engagement and innovative content to drive business results.

Gold Winner

TFG Coinquest
TFG and TFG for

TFG Coinquest

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Silver Winner

#PEPfinds
PEP and Ogilvy / PEP for

#PEPfinds

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Bronze Winner

Savings month
Standard Bank and VML / Standard Bank for

Savings month

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Bronze Winner

Standard Bank BeatTheScam
Standard Bank and VML / Standard Bank for

Standard Bank BeatTheScam

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Impact Media

Sub-Saharan Africa – Creator / Influencer / Celebrity Marketing

The Creator/Influencer/Celebrity Marketing category celebrates campaigns that effectively leverage personalities to enhance brand engagement and achieve marketing objectives through authentic and persuasive collaborations. Campaigns that utilize creators, influencers, or celebrities in a strategic manner to reach and engage target audiences. Showcase creative integration of personalities into the brand narrative, resulting in enhanced consumer interaction and engagement.

Gold Winner

Coca-Cola Creations Wozzaah
The Coca-Cola Company and Essencemediacom for

Coca-Cola Creations Wozzaah

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Silver Winner

Qina Ndoda Campaign
Unilever and Naked Brain Communications (Pty) Ltd for

Qina Ndoda Campaign

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Silver Winner

#PEPfinds
PEP and Ogilvy / PEP for

#PEPfinds

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Bronze Winner

AXE Fresh Neighbours - Road to Hey Neighbour
Unilever and Fresh AF (Pty) Ltd for

AXE Fresh Neighbours - Road to Hey Neighbour

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Impact Media

Sub-Saharan Africa – Gaming, Gamification & E-Sports

The Gaming, Gamification & E-Sports category recognizes campaigns that creatively integrate gaming and e-sports to engage audiences and achieve marketing objectives, leveraging interactive and immersive experiences. Campaigns that leverage mainstream gaming applications, gamification in campaigns, or e-sports activities as a significant component of the marketing strategy & how the brand is integrated into the gaming environment is used to engage consumers.

Gold Winner

TFG Coinquest
TFG and TFG for

TFG Coinquest

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Gold Winner

Xbox Festive Campaign 2023
Penquin / Xbox and Penquin for

Xbox Festive Campaign 2023

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Silver Winner

Instant Money Mondays
Standard Bank and Standard Bank for

Instant Money Mondays

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Emerging Tech Marketing

Sub-Saharan Africa – Data Insights / Contextual Marketing

The Data Insights/Contextual Marketing category celebrates campaigns that effectively utilize data analytics and technology to deliver personalized marketing experiences. It recognizes the strategic use of customer data, insights, and contextual information to tailor marketing messages and offers that resonate with the individual preferences and behaviors of the target audience. This category underscores the importance of data-driven decision-making in crafting marketing strategies that are not only relevant but also highly engaging and effective in meeting business objectives.

Gold Winner

TFG Precision Marketing
TFG and TFG for

TFG Precision Marketing

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Silver Winner

Data Clean Room
Standard Bank and Rainmaker Media for

Data Clean Room

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Emerging Tech Marketing

Sub-Saharan Africa – Programmatic

The Programmatic category is dedicated to improving targeting, efficiency, and effectiveness in digital advertising. This category acknowledges campaigns that leverage programmatic advertising technology for targeted, efficient ad placements, optimizing digital advertising effectiveness and ROI.

Gold Winner

Geewiz Commerce Growth
Geewiz and 365 Digital for

Geewiz Commerce Growth

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Gold Winner

VodaPay Summer Hydra
Vodacom and 365 Digital for

VodaPay Summer Hydra

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Silver Winner

Xbox Festive Campaign 2023
Penquin / Xbox and Penquin for

Xbox Festive Campaign 2023

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Creative

Sub-Saharan Africa – Personalization

The Personalization category recognizes campaigns that achieve excellence in delivering highly customized content to consumers, leveraging data and technology to enhance engagement and drive business results.

Silver Winner

Gold Insights, Gold Returns
Standard Bank South Africa and Standard Bank South Africa for

Gold Insights, Gold Returns

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Creative

Sub-Saharan Africa – Short or Long Form Video

The Short or Long Form Video category acknowledges campaigns that leverage video content to captivate audiences, utilizing creative storytelling and high production quality to achieve significant engagement and business outcomes. Highlight campaigns that leverage the power of video to convey compelling messages, drive consumer engagement, and enhance brand identity across digital and traditional platforms.

Gold Winner

Benny
Tiger Brands and Freshive Digital Agency for

Benny

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Silver Winner

Suzuki - Chasing The Fun
Penquin / Suzuki South Africa and Penquin for

Suzuki - Chasing The Fun

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AI Marketing

Sub-Saharan Africa – AI-Powered Audience Engagement

The AI-Powered Audience Engagement category celebrates marketing campaigns that utilize artificial intelligence to significantly enhance audience engagement. This award recognizes efforts that employ AI technologies to analyze behaviors, predict preferences, automate interactions, and personalize communications at scale. It showcases how AI can be a critical tool in understanding and connecting with audiences more deeply and effectively, leading to increased engagement, satisfaction, and loyalty.

Gold Winner

TFG Precision Marketing
TFG and TFG for

TFG Precision Marketing

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Silver Winner

Carspa AI CRM
Flow Communications and Flow Communications for

Carspa AI CRM

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Bronze Winner

Gold Insights, Gold Returns
Standard Bank South Africa and Standard Bank South Africa for

Gold Insights, Gold Returns

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2024 Smarties Sub-Saharan Africa Industry Award Winners

Agency of the Year

Penquin

Brand of the Year

The Foschini Group

Purpose Driven Marketing

  • Brand Purpose / Activism
  • Social Impact Marketing
  • Diversity  &  Inclusion
  • Marketing Impact

  • Brand Experience
  • Customer Journey Marketing - Lead Generation / CRM
  • Product and / or Service Launch
  • Real Time Marketing
  • Small Budget, Big Impact
  • Impact Media

  • Omnichannel Marketing
  • Cross Digital Media Marketing
  • Social Media Marketing
  • Creator / Influencer / Celebrity Marketing
  • Gaming, Gamification & E-Sports
  • Emerging Tech Marketing

  • Data Insights / Contextual Marketing
  • Programmatic
  • Creative

  • Personalization
  • Short or Long Form Video
  • AI Marketing

  • AI-Powered Audience Engagement
  • Industry Awards

  • Agency of the Year
  • Brand of the Year