Rocomamas #ElectionBurger Campaign Wins Coveted Campaign of the Year at the 20th PRISM Awards
“An all-round winning campaign with exceptional results!” This is how the judging panel described the Rocomamas #ElectionBurger Campaign by Tribeca Public Relations and Retroviral, which scooped top honours, taking the South African Campaign of the Year overall Gold Award at the 2017 PRISM Awards. Celebrating 20 years of excellence in communication and public relations, the Awards ceremony took place on 6 May at The Park – House of Events on 7, in Hyde Park, Sandton.
“The Rocomamas #ElectionBurger Campaign had all the elements of a winning campaign”, said Chief Judge Marilyn Watson. “Our panel of judges said that the results were measurable against the objectives – delivering superb Return on Investment for Rocomamas”. Watson went on to add that the campaign was well-supported by research.
RocoMamas #ElectionBurger: Proof that the Politics of Great Food is No Joke
The six-week RovoMamas #ElectionBurger campaign was not only the most successful marketing campaign in the restaurant’s three-year history, but also exceeded RocoMama’s business objectives. Sales increased a significant 20% year-on-year: with over 35 000 burgers sold. The campaign, which ran from 1 October to mid-November 2016, was driven through digital and social media, supported by PR and positive word of mouth.
African Network of the Year
Global agency Burson-Marsteller won the Gold Award for African Network of the Year. Last year the consultancy strengthened its African footprint even further – launching in Mauritius, Reunion, Seychelles, Madagascar and the Comores, It also extended its partnership with Icon Burson-Marsteller, Cameroon, into Congo-Brazzaville and Gabon, making 36 Burson-Marsteller branded consultancies across Africa.
Lifetime Achievement Award
The 2017 Lifetime Achievement Award was presented to Sejamothopo Motau, MP. ‘Sej’ is the DA Shadow Minister in the Presidency, Planning Monitoring and Evaluation.
A former journalist, Motau worked for the Pretoria News where his beats were education, labour and politics in that order, the hot topics of the day. He then joined the Africa Edition of The Star where he covered southern African politics. A former chairman and director of various companies, Sej has held several senior management positions in some of the biggest corporations in South Africa.
Sej is ambassador-at-large and former president of PRISA, the Institute for Public Relations and Communication Management in Southern Africa and former chairman of the Global Alliance for Public Relations and Communication Management.
He holds a recognition award for his contribution to the public relations profession from FAPRA, the Federation of African Public Relations Associations.
Gold Award Winners
The full list of Gold winners is as follows:
|Campaign of the Year||Retroviral and Tribeca Public Relations||RocoMamas #Election Burger||RocoMamas||The Park – House of Events on 7|
|African Network of the Year||Burson-Marsteller (Pty) Ltd||MTN|
|Best up and coming public relations pr ofessional||Lameez Mohd||Ogilvy Public Relations||Madea Couture|
|Best use of Social Media as a support tool in a communication programme||Clockwork Media||LGV20 launch||GroundUp Media|
|Business-to-business||Atmosphere Communications and the King James Group||1001 Days||Santam||Business Report|
|Community Relations||Development Communications Solutions||The Abashitshi Social mobilisations||Sappi Forestry Division||BVSA|
|Corporate Responsibility||PR Worx||Mimi Women Shock Box||Mimi Women||Lounge Around|
|Environment||Engage Joe Public||#Cloverdroughtrelief||Clover South Africa||Madea Couture|
|Financial services||Atmosphere Communications||#Conspicuoussaving||Sanlam||CIMA|
|Healthcare||By Design Communications||Launch of #VaginaVarsity||Libresse||Innovative Glass|
|Launch of a new product, service or category||Epic MSLGROUP||Dunkin’ Donuts give South Africans the power to get their taste of Dunkin’ sooner||Dunkin’ Donuts||Keystone Productions|
|Media relations||One-eyed Jack||Rocking the Daisies||Rocking the Daisies||
|Student Campaign||University of Johannesburg||IOM #TraffickingIsReal||IOM||Start Me Up|
|Public Relations on a shoestring||Positive Dialogue Communications||weFix Shark Spotters Campaign||WEFIX||GroundUp Media|
|Social Media as the primary method of Communication (best use of social to lead a programme with no social media spend)||Tribeca Public Relations||RocoMamas #ElectionBurger||RocoMamas||Integrated Marketing Solutions|
|Social Media as the primary method of Communication (best use of social to lead a programme)||Atmosphere Communications||#Conspicuoussaving||Keystone Productions|
|Sponsorship||Tribeca Public Relations||Hollard Daredevil Run 2016||Hollard||Lounge Around|
|Technology||Clockwork Media||Mimecast Black Friday Newsjacking||Integrated Marketing Solutions|
73 Awards were presented – 18 Gold Awards, 30 Silver Awards and 25 Bronze Awards. Over 220 entries were received.
An ever-evolving Industry
Commenting on the entries received for this year’s Awards, PRISM Awards Convenor Bridget von Holdt said: Judging the PRISM Awards in its 20th birthday celebration is special: Our industry is certainly filled with very talented and passionate people! What is also very noticeable is how dynamic the Awards are and how the various categories have changed to be a reflection of an ever-evolving Public Relations and Communication industry”.
The PRISM Awards sponsors include Afroflame, BVSA, CIMA, GroundUp Media, Hyde Park Hotel, Innovative glass design, Integrated Marketing Solution, Katlego Maboe and Katleho Sinivasan (Programme Directors), Keystone Productions, LiveWired, Living Photography, Lounge Around, Madea Couture, MTN, Newsclip, The Park – House of Events on 7, Vicky Crease Catering & Events and Vuyani Dance Company.
Media Supporters include Bizcommunity, Business Report, Cliff Central, Meetings, Newsclip, Niche Radio, Redzone, Start Me Up You Tube Channel, UJ and The Event.