The campaign aims to spread positive messages about Nelson Mandela's legacy through his unique haircut in the centenary year, celebrating and honouring his life. Additionally, the campaign strives to raise funds for The Nelson Mandela Foundation.

Ogilvy Johannesburg also received the only Gold Award this year for its 'The World's First Baby Marathon' campaign for Kimberley Clark. The award serves as the third Gold received by Ogilvy.

The targeted digital campaign drove an ROI of 29:1 — a sales lift of R191-million and an earned media value of R 2.4-million. This follows Ogilvy's recent success at the 2019 Apex Effective Marketing Awards, where they took home the Grand Prix, making them the most awarded agency for work that 'creates a positive and direct consumer impact'.

Additionally, Ogilvy received nine awards in the Loeries Digital categories, including two Golds for Social Media and Digital Advertising. Ogilvy took home a total of 26 Loerie Awards — nine Gold, eight Silver and eight Bronze Loeries, as well as the Grand Prix.

Ogilvy won awards in the following categories:
  • Social Media
  • Live Activations
  • Online Film
  • Out Of Home
  • Print
  • Mobile Media
  • Media Innovation
  • PR
  • Radio
  • Integrated
  • Effective
Pete Case, Ogilvy's outgoing CCO, says, "Winning at [the] Loeries is always an incredible achievement for any agency or client. These achievements were made especially rewarding for us due to the widespread and volume of work that we won for."
 
"Thank you to all [our] clients and to our own teams that partnered and pushed so hard to make work that truly stands out from the clutter. [This has] a positive business impact using creativity. Thank you also to the judges that rewarded us with these accolades," Case adds.

Alistair Mokoena, CEO of Ogilvy South Africa, says, "The blend of work that we won awards for underlines our positioning as a true modern marketing comms agency that brings together storytelling, data, insights, technology and digital media to deliver performance. We are exceptionally proud to have led the Digital categories this year.”

"A final congratulations from everyone at Ogilvy South Africa to Andrea Quaye from AbInBev for her Marketing Leadership Award, and Alistair King, who was inducted into the Loeries Hall of Fame,” concludes Case.

Ogilvy 2019 Loeries results:

Grand Prix
• Live Activations: Philips & Nelson Mandela Foundation — 'Mandela Centenary'

Gold:
  • Effective Creativity: Kimberley Clark — 'The World's First Baby Marathon'
  • Digital Crafts: Investec — 'The Human Search Bar'
  • Live Activations: Philips & Nelson Mandela Foundation — 'Mandela Centenary'
  • Radio Crafts: Doom (Tiger Brands) — 'You Should Have Used Fast Deadly Doom'
  • Online Film: Philips & Nelson Mandela Foundation — 'Shave to Remember'
  • Film Crafts: Investec — 'Human Search Bar'
  • Film Crafts: Philips & Nelson Mandela Foundation — 'Shave to Remember'
  • Integrated Campaign: Philips & Nelson Mandela Foundation — 'Shave to Remember'
  • Social Media: Philips & Nelson Mandela Foundation — 'Shave to Remember'
Silver:
  • Media Innovation: Castle Lager — 'Smash The Label'
  • PR & Media Communication: KFC — 'Make A Meal of It'
  • Print Advertising: Volkswagen — 'The Two Should Never Meet'
  • OOH Ambient: Carling Black Label — 'No Excuses'
  • Website or Microsite: Investec — 'The Human Search Bar'
  • Website or Microsite: Cadburys — 'Remarkable Regifts'
  • Mobile Media: Cadburys — 'Remarkable Regifts'
  • Social Media: Castle Lager — 'Smash the Label'
Bronze:
  • Effective Creativity: KFC — 'Make a Meal of It'
  • Effective Creativity: Carling Black Label — 'Soccer Song for Change'
  • Social Media: Schweppes — 'Oh Schweppes'
  • Social Media: KFC — '#1120under5'
  • Youtube: Clorets — 'Labour'
  • OOH Ambient: Philips & Nelson Mandela Foundation — 'Shave to Remember'
  • PR & Media Communication: Philips & Nelson Mandela Foundation — 'Shave to Remember'
  • Radio Station Commercials: Doom (Tiger Brands) — 'You Should Have Used Fast Deadly Doom'
For more information, visit www.ogilvy.co.za. You can also follow Ogilvy South Africa on Facebook or on Twitter.