The awards, presented by the Advertising and Media Association of South Africa (AMASA), aim to reward the innovative use of media, as well as cross-platform creativity.
Nando’s partnered exclusively with Tiso Blackstar’s title the Sunday Times to promote the '#rightmyname' campaign, which aimed to correct the exclusion felt by millions of South Africans when their names were reflected as errors by spellcheck.
The Sunday Times played a role in taking the Nando’s '#rightmyname' campaign to more than two million readers across the country to ignite online participation in the initiative.
Reardon Sanderson, GM: group sales and marketing at Tiso Blackstar, says, "The collaboration between the Sunday Times and Nando’s is a great example of how a leading newspaper platform allowed marketers to achieve the reach they needed, through print innovation and creativity."
"It also worked because the Sunday Times maintains a loyal audience of engaged readers, who were motivated to amplify the initiative online and via social media – igniting the cross-platform leap Nando’s were looking for," Sanderson adds.
The '#rightmyname' campaign generated in excess of 53 million online campaign impressions and resulted in more than 70 000 unique names being added to the '#rightmyname' database, which was subsequently available for download in online dictionaries.
"We’d like to thank Nando’s, the creative team at M&C Saatchi Abel and The MediaShop for recognising the power of print by collaborating with the Sunday Times to deliver a truly memorable and relevant campaign. This AMASA Award is one we can all be very proud of," concludes Sanderson.
For more information, visit www.tisoblackstar.com.