The wins highlight Mediamark’s strengths in working with clients to craft branded content solutions that drive exceptional return on investments for brands.

Presented by the Advertising and Media Association of South Africa on Thursday, 16 October, the 2014 awards celebrated ‘all-rounder’ media campaigns based on sound insights and great ideas that were executed perfectly and delivered measurable results.

The focus of the branded content campaign was to demonstrate the value of the ‘up to 15%’ FNB gives back to customers in eBucks for actions such as shopping at Checkers or Shoprite or buying pre-paid electricity and airtime through FNB’s electronic channels. The campaign was run on Jacaranda FM and East Coast Radio and it generated around 2500 entries per minute for a radio competition that lasted 27 minutes on both stations.

Says Ricardo Fiandeiro, creative manager, Lab42 at Mediamark: “Innovative branded content is one of the most powerful options in a marketers’ toolbox today, as FNB’s success with this campaign illustrates. Innovation means taking some risks, but the rewards are worth it when you surprise and reward your audience with something out of the ordinary.”

“Another important lesson is that collaboration makes for magic in branded content campaigns. The radio station and their partners know how best to achieve an emotional response with their listeners, while brands know what their values and objectives are. If it’s good for the listener, it’s good for the client.”