Ogilvy PR shines at the 2015 PRISM Awards

National MD Joanna Oosthuizen said the combined total of eight awards for Ogilvy PR SA was “an outcome for the agencies and the result of excellent work made possible by clients”.

Silver runner-up Campaign of the Year awards were awarded to Ogilvy PR Cape Town for Queen B’s Gumtree Boutique, and Ogilvy PR Johannesburg for its work on LG Mobile. The Cape Town agency also won Silver in both the Corporate Responsibility category for Gumtree’s Extreme Refresh campaign, and the Mobile Media for Public Relations category, for Carling Black Label’s Carling Cup War Room campaign.

As well as Bronze awards in the categories Consumer Public Relations in the Existing Product, Service or Category for Volkswagen South Africa’s #Polotag, and in Healthcare for Newborns Groote Schuur Trust’s Wear Purple for Preemies campaign. Ogilvy PR Johannesburg won two Bronze awards for Anglo American (the 2014 Mining Indaba) in the Resource category, and Gibb Engineering Owning the Conversation campaign in the Corporate Communications category.

Cape Town’s Pippa Holland also took home PR Professional of the Year for her exceptional work across a range of significant clients including Carling Black Label and Castle Lite.

Carol Gallarelli, MD of Ogilvy PR Cape Town said the PRISM results validated “the hard drive we have made in the past year into a truly integrated space where creative content creation across traditional and social media is at the heart of everything that we do”.

More details on the winning campaigns

Ogilvy PR Cape Town won Silver in the Campaign of the Year category, for the Queen B’s Gumtree Boutique campaign which drove site traffic and markedly increased penetration in Gauteng for Gumtree through an online closet clear out by Bonang Mathebe for charity. This 360° degree campaign included a YouTube video which gained over 180 000 views.

Ogilvy PR Johannesburg won Silver in Campaign of the Year category, for LG Electronics Building in brand reputation in a competitive market through innovation and effective engagement. When Brand Africa and TNS named LG and as one of the top 10 brands in Africa in January 2015; they knew that their efforts to build trust, brand recognition and reputation through a powerful and integrated PR and social campaign, had taken root.

Ogilvy PR Cape Town won Silver in the Corporate Responsibility category for Gumtree’s Extreme Refresh campaign. The campaign created awareness and listings for Gumtree’s newly-added Charity Donations category. Leveraging DJ Fresh’s celebrity power Gumtree Extreme Refresh successfully transformed and fully refurbished a day care centre in Soweto. The campaign spanned across traditional PR, social media, activations, video/radio production and digital development.

Ogilvy PR Cape Town won Silver in the Mobile Media for Public Relations category for Carling Black Label’s real-time approach used in the Carling Cup War Room campaign. A multi-screening technique was used to supercharge social and mobile media conversations. A dedicated team of photographers, contributors, tweeters, technical support and editors at FNB Stadium, with access to real-time social media monitoring, all worked towards the delivery of unique content for Carling Black Label fans on match day, responded to any queries and amplified trends. The results were outstanding.

Ogilvy PR Cape Town won Bronze in the Consumer Public Relations in the Existing Product, Service or Category for Volkswagen South Africa’s engaging campaign, #Polotag which saw the creation of a Twitter tag game, based on the traditional version played by kids, which successfully incentivised test drives.

Ogilvy PR Cape Town won Bronze in the Healthcare category for Newborns Groote Schuur Trust’s Wear Purple for Preemies campaign. Ogilvy PR took purple to new heights and achieved outstanding results in tripling awareness for the needs of premature babies and the Groote Schuur Neonatal Unit.

Ogilvy PR Johannesburg won Bronze for Anglo American (the 2014 Mining Indaba) in the Resource category. In a tenuously unpredictable time for the South African mining sector, and during the longest and most dire strike the industry had ever seen, Anglo American sought to change public perception and really prove to South Africa why mining matters, despite what they might think. The stage for this campaign was the world’s largest mining investment conference, the Investing In African Mining Indaba. What followed was the most successful social media campaign the mining industry had ever seen.

Ogilvy PR Johannesburg also won Bronze in the Corporate Communications category for Gibb Engineering for Owning the Conversation campaign. In the past, GIBB was heavily reliant on content that focused on its projects to drive awareness. In 2014, Ogilvy PR Johannesburg identified the opportunity for GIBB to occupy this space as an expert in the engineering sector and the results, speak for themselves. Ogilvy PR Johannesburg produced a programme to drive an agenda focussed on generating the right content and to position the firm and its employees as experts in the engineering field.

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