2023 EFFIE AWARDS SOUTH AFRICA WINNERS ANNOUNCED
The 2023 Effie Awards South Africa Gala Celebrates a Triumphant Year of Marketing Effectiveness
Johannesburg, September 15th, 2023 – The 2023 Effie Awards South Africa Gala, held on September 15th at Urban Brew Studios in Randburg, 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.
The full list of the 2023 Effie Awards South Africa winners is as follows:
| AWARD LEVEL | AGENCY | CAMPAIGN | CLIENT | BRAND | CATEGORY |
| Grand Effie and Gold | Ogilvy South Africa | How KFC reclaimed its Fame by turning its Taste from sales killer into business driver. | KFC South Africa | KFC South Africa | Restaurants |
| Gold | Grey Advertising Africa | How Some “Spice” Served Savanna Unprecedented Growth | Distell | Savanna Premium Cider | Beverages – Alcohol |
| Gold | Ogilvy South Africa | VW Polo Game On | Volkswagen SA | Volkswagen South Africa | Social Media |
| Gold | Ogilvy South Africa | How KFC sparked a social media frenzy by seeding a taste story | KFC South Africa | KFC SA | Social Media |
|
Silver
|
Joe Public | Big John Beats Yahunga Forever: hijacking the cultural moment through a blockbuster marketing approach. | Chicken Licken | Chicken Licken | Current Events |
| Silver | Ogilvy South Africa | VW Polo Game On | Volkswagen SA | Volkswagen South Africa | Automotive – Vehicles |
| Silver | Joe Public | Big John Beats Yahunga Forever: hijacking the cultural moment through a blockbuster marketing approach. | Chicken Licken | Chicken Licken | Restaurants |
| Silver | Ogilvy South Africa | VW Polo Game On | Volkswagen SA | Volkswagen South Africa |
Experiential Marketing: Live & Digital
|
| Silver | Joe Public | Big John Beats Yahunga Forever: hijacking the cultural moment through a blockbuster marketing approach. | Chicken Licken | Chicken Licken | Multicultural – Products, Services |
| Silver | Ogilvy South Africa | Where There’s a Bucket, There’s a Family | KFC | KFC South Africa | Seasonal Marketing – Products, Services |
| Silver | Ogilvy South Africa | Where there’s a bucket, There’s a Family | KFC | KFC South Africa | Youth Marketing |
| Silver | VMLY&R South Africa | Nando’s Bright Sides Campaign | Nando’s South Africa | Nando’s South Africa | Current Events |
| Silver | Joe Public | The Real Maternity Issue | Amnesty International | Amnesty International | Small Budgets – Non-Profit, Products, Services |
| Silver | VMLY&R South Africa | Nando’s Bright Sides Campaign | Nando’s South Africa | Nando’s South Africa | Timely Opportunity |
| Bronze | Joe Public | The Real Maternity Issue | Amnesty International | Amnesty International | Disease Awareness & Education: Non-Profit |
| Bronze | Joe Public | Newbank: How Nedbank launched a fake new bank to accelerate brand reappraisal and digital usage | Nedbank | Nedbank | Finance |
| Bronze | Joe Public | Democratising The Difference | Woolworths South Africa | Woolworths | Multi-Brand Shopper Solution / Commerce & Shopper Effies |
| Bronze | Joe Public | Black Conversations: A branded platform savouring blackness | ABInbev | Castle Milk Stout | Brand Content & Entertainment |
The full list of the 2023 Effie Awards South Africa finalists is available here
Effie Worldwide COO, Allison Knapp Womack, graced the occasion with her presence, emphasizing the global significance of the Effie Awards South Africa in recognizing marketing excellence.
Allison Knapp Womack commented on the remarkable winning campaigns, saying, “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, Allison 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, saying, “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, emphasizing the exceptional quality of entries. Mpume 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.”
Pete 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.
Mathe Okaba concluded by congratulating all the winners and expressing anticipation for the next programme, saying, “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.”
Join the conversation using the hashtags #EffieAwardsSA, #MarketingUpClose, and #NedbankIMC2023. For more information on the 2023 Effie Awards, visit www.effieawards.co.za.
About Effie®
Effie is a global 501(c)(3) non-profit whose purpose is to lead and evolve the forum for marketing effectiveness. Effie leads, inspires and champions the practice and practitioners of marketing effectiveness through education, awards, ever-evolving thought leadership initiatives and first-class insights into marketing strategies that produce results. The organization recognizes the most effective brands, marketers and agencies, globally, regionally and locally through its 50+ award programmes across the world and through its coveted effectiveness rankings, the Effie Index. Since 1968, Effie is known as global symbol of achievement, while serving as a resource to steer the future of marketing success. For more details, visit effie.org.
About the ACA
The ACA is the official, representative body for the Communications and Advertising profession in South Africa, representing agencies in the profession (who at present contribute approximately 95% of South Africa’s measured ad spend) to government, media and the public. The ACA is a voluntary body formed by and for the industry, focused on and committed to self-regulation and to defending the highest standards of ethical practice.
For more about the ACA visit www.acasa.co.za or call the ACA on +27 10 880 3399
Prepared for:
Association for Communication and Advertising (ACA) and Effie South Africa
Mathe Okaba – CEO ACA
+27 10 880 3399
Editorial contact:
Twiga Communications
Telephone No: +27 82 443 4410 / +27 11 024 3983
Email Address: franco@twigacommunications.co.za
