Havas Boondoggle has been shortlisted for five awards in the 2017 MMA SMARTIESTM, the only global awards programme that recognizes and celebrates innovation and creativity in mobile marketing. The five shortlists are for The Big O, a campaign done in 2016 for condom brand, Durex. The MMA SMARTIES™ announced the shortlisted agencies and their campaigns last week, ahead of the final event set for a date in November 2017 where winners will be announced.Speaking of the announcement, Havas Chief Creative Officer, Eoin Welsh, said, “It’s fantastic to be shortlisted in these awards, it means that our work is recognized and counted among the best future-facing work in marketing. It’s a great affirmation of our identity as the agency that helps clients stay relevant today and fluent in tomorrow. The work behind the campaign ‘smashed’ the usual silos and got different disciplines within the Havas Village collaborating seamlessly and successfully to great success.”
The Big O was shortlisted in Brand Awareness, Lead Generation, Cross Mobile Integration, Mobile Website and Mobile Social categories. Each of the categories speaks to collaboration across more than one discipline, bringing together the best of content, digital, design, media, public relations – every element from marketing.
Havas Boondoggle Managing Director, Boyd Roberts, said of the nomination, “Being shortlisted is a feather in the cap of what is a young team made up of dynamic people. While we have been clear on the direction we are building towards as a startup within the Havas Village, being shortlisted for these awards is a nod to that progress. There is definitely much enthusiasm from me and the rest of the team as a result of this, and I hope it will beget more creative, boundary-pushing work from us.”
Speaking of the campaign, Angie Hattingh, Creative Director at Havas Boondoggle said, “This campaign presented a number of challenges for us. We had to achieve a lot with a little. Having a campaign that used live data to drive its messaging into social was a risky solution but we worked smart, leveraging behavioural and cultural insights. Working with Durex is always fun and we had a great time challenging ourselves.”
The Big O campaign’s bottom line was to introduce Durex to seven African markets, and get them, along with an existing three markets, totaling ten, to engage with the brand and purchase its products. Durex built on the ‘national spirit’ that was sweeping the world during a major sporting event in 2016, and turned sex into a sport. Targeted countries took to a video challenge challenging people to showcase why they are Africa’s greatest lovers, with the mandate to do ‘it’ for their country through engaging with witty content that blurred the lines between sport and sex. People engaged over three weeks; Nigeria, South Africa, Angola, Kenya, Ghana, Botswana and other countries engaged and one-upped each other, spurred on by regular witty content on Facebook and Twitter. An orgasm leaderboard was used to track engagement, linking to sales, and over 230,000 people visited the campaign microsite, the challenge video was viewed over 2,3 million times with an engagement rate of just over 14%. In total, across all campaign elements, the campaign had over 158 million impressions, reached over 21 million people, with 3,1 million people in total, engaging, and resulted in a 37% increase in sales.
The Big O Campaign Case Study: https://www.youtube.com/watch?v=QZ6cjrDnoGM
The MMA SMARTIESTM strives to recognise and celebrate fresh campaigns in mobile marketing (which is broadly defined as including advertising, applications, messaging campaigns, mCommerce and CRM on mobile devices such as smartphones and tablets). The shortlisted agencies and campaigns were selected by marketer and agency professionals from South Africa and the adjudication was based on four criteria: strategy, execution, creative and results. This year, the awards programme also included marketing content for mobile from industry verticals ranging from automotive, food and drink, retail, entertainment, electronics, health and beauty, and sports.