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Mediamark wins two gold awards at AMASA 2014 --
Tue, 28 Oct 2014 13:15
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At the 2014 AMASA Awards, multichannel media sales house, Mediamark, won two gold awards Best Branded Content Campaign and Best Contribution by a Media Owner for their 15% More Show eBucks campaign orchestrated for First National Bank (FNB).
Presented by the Advertising and Media Association of South Africa on 16 October, this year s awards celebrated all-rounder media campaigns based on sound insights and great ideas that were executed faultlessly 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 2,500 entries per minute for a radio competition that lasted 27 minutes on both stations.
Ricardo Fiandeiro, Creative Manager, Lab42 at Mediamark says, 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.
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