Sanlam’s One Rand Man Campaign Declared Public Relations Campaign of the Year at PRISM Awards 2015

Sanlam’s One Rand Man Campaign Declared Public Relations Campaign of the Year at PRISM Awards 2015

 

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An ordinary South African who captured everyone’s imagination

 

 

For the second consecutive year, top mid-sized public relations consultancy Atmosphere Communications has scooped top honours in the Campaign of the Year category at the PRISM Awards – this time for their Sanlam ‘One Rand Man’ campaign. The consultancy, together with King James Partners, received the ultimate accolade at the PRISM Awards Ceremony held at The Maslow Hotel in Sandton on Sunday 19 April 2015. Recognising excellence in public relations campaigns, 44 awards were presented in 37 categories to public relations consultancies, practitioners and corporates.

 

About the Sanlam One Rand Man Campaign

Sanlam has always been seen as a large, traditional and old school corporation. In May 2014, a new refreshed and iconic Sanlam brand was launched in which they introduced Wealthsmiths™. King James was initially tasked with developing an integrated campaign that would bring the refreshed brand to life in a relevant and engaging way. Atmosphere was brought on board and through the use of a highly creative campaign, the ‘One Rand Man’ was born.

“In just a few short months, Sanlam has been transformed. The One Rand Man campaign worked hard to further position the fresh, modern feel of the brand and make it accessible. The campaign created a unique platform for us to empower people to stop and think about the way they spend and save in a highly engaging and relevant way. It rekindled the connection with the Sanlam brand among consumers. We are exceptionally pleased with the results!”Yegs Ramiah, Chief Executive, Sanlam Brand

National Savings Month provided the opportunity to give meaning to Wealthsmiths™ among consumers by showing them that every Rand matters. The One Rand Man (ORM) was a unique social experiment where an ordinary South African got to learn more about his money by living entirely on R1 coins for the month of July. Weekly webisodes covered his story every step of the way, and Sanlam experts weighed in on his trials and tribulations.

From day one, media requests flooded in, resulting in a tidal wave of editorial coverage across all media  – which eventually generated seven times more than the expected campaign budget. Within four weeks it delivered over 74 million  media impressions, R13-million in earned media exposure and 900 000 video views. In fact, it was ranked number 1, 3 and 4 on YouTube SA.

As the ‘One Rand Man’ became bigger, so too did the conversation around saving.  South Africans started expressing concerns about their spending habits and lack of savings.

Commenting on the campaign, Chief Judge Marilyn Watson said: “Atmosphere Communications showed excellent understanding of the client’s opportunities, challenges and target audiences. The campaign was truly innovative with great insights – which drove the campaign to great results!”

The extensive use of social media, digital and other platforms in the winning campaign was one of the key trends emerging from this year’s entries.

“There’s no ‘marketing mix’ anymore – it’s a ‘marketing melting pot’ and the melting pot is the ‘big idea’,” commented Katherine Madley, Head of Strategy and Performance at Alexander Forbes and one of the Campaign of the Year judges.  “What stood out for me in the Campaign of the Year finalists’ entries was the collaboration between the experts with an idea – and running and amplifying that idea.”

 

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As big as the One Rand Man became, so too did the conversation around saving

 

 

FleishmanHillard’s Prosper Campaign voted Pan African Campaign of the Year

“From a research perspective what FleishmanHillard achieved for the Barclays Africa Prosper Survey was astounding. In a very short time we gathered a wealth of information across borders on the African continent. This is definitely a piece of work to consider for research executions in Africa”Elna Smit, co-founder and Director, Columinate

FleishmanHillard South Africa emerged victorious in the new Pan African Campaign of the Year category for its Barclay’s ‘Prosper’ campaign. In 2014, the global public relations consultancy was tasked to develop a communication programme that supported the launch of Barclay’s first ever Pan African campaign, Prosper, in 11 African markets.

 

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Barclays’ Prosper Campaign

 

 

By looking at macro-economic views on prosperity, FleishmanHillard realised that prosper could mean a variety of different things to different people. There seemed to be a lack in research of what it meant for Africans, individually, to prosper. This is where they saw great opportunity.

FleishmanHillard decided to create a bespoke view of what it means to prosper – not only from a Pan African perspective, but also what it means to prosper in each of the 11 African markets that Barclays operates in.

The launch of the campaign, Prosper, was announced in April 2014 along with the launch of the Barclays Africa Prosper survey, an online survey to assess how the word ‘prosper’ is interpreted in different markets and demographics. This was the largest online bespoke survey conducted in Africa, with around 7 000 respondents in 11 countries completing the survey. On 28 October 2014, FleishmanHillard launched the 2014 Barclays Africa Prosper Report in support of Barclays’ Prosper campaign. Six media launches were held simultaneously which attracted up to 54 journalists.

 

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In over a 90-day period there were over 10 000 mentions of Prosper in different markets

 

 

The Barclays Africa Prosper Report addressed critical issues of financial behaviour and prosperity that have either been missed or poorly measured previously. What started out as a communication campaign to support the launch of the Barclays’ Prosper campaign, transcended into far more. It captured the hopes, dreams and ambitions of Africa’s growing youthful middle-class demographic who holds the key to accelerated economic growth and transformation in Africa.

 

Consultancy Awards

The winners of this year’s Consultancy Awards were:

Best Large Public Relations Consultancy FleishmanHillard South Africa
Best Mid-sized Public Relations Consultancy Atmosphere Communications
Best Small Public Relations Consultancy Plato Communications

 

PRISM Awards 2015 Winners

The full list of winners is as follows:

Gold Awards        
Category Campaign Public Relations Consultancy Client Sponsor
Sectors
Consumer Public Relations for an Existing Product, Service or Category BURGER KING® Gauteng Launch / Whopper your Selfie Atmosphere Communications in association with KingJames Group BURGER KING® South Africa
Launch of a New Product, Service or Category 2014 African BloggerAwards Tribeca Public Relations Webfluential Pear Factor
Financial Services & Investor Relations Sanlam One Rand Man Atmosphere Communications in association with KingJames Group Sanlam CIMA
Technology MWEB Tweetseat Atmosphere Communications in association with Society MWEB Innovative glass design
Community Relations The Street Store M&C Saatchi Abel The Haven Night Shelter on Napier Street Mango
NGO Campaign The Street Store M&C Saatchi Abel The Haven Night Shelter on Napier Street
Sponsorship Coca-Cola Craven Week Playmakers Coca-Cola
Practices
Internal Communications B Safe University of the Free State University of the Free State Von H Brand Provocateur
Media Relations K9 Anti-poaching Awareness Powered by Photo-journalism Burson-Marsteller The Paramount Group
Social Media for Public Relations MWEB Dinnercam Atmosphere Communications in association with Society MWEB Blue Apple
Best Use of an Event to Build/Change Reputation (Event Management) Robertsons #Skydine MarcusBrewster Robertsons Herbs & Spices, Unilever Upstage Productions
Public Relations on a Shoestring Mr. South Africa PR Worx Mr. South Africa GroundUp Media
Individual Categories
Best Up-and-Coming Public Relations Professional Candice Mullins Plato Communications Lounge Around
Best Public Relations Professional Pippa Holland Ogilvy Public Relations Cape Town The Maslow Hotel
Consultancy Awards
Best Small Public Relations Consultancy Plato Communications About Entertainment
Best Mid-sized Public Relations Consultancy Atmosphere Communications Facebox
Best Large-sized Public Relations Consultancy FleishmanHillard South Africa ROi Africa
Campaign Awards
Pan African Campaign of the Year Prosper FleishmanHillard South Africa Barclays Africa Vukani Fashions
Campaign of the Year Sanlam Rebrand & One Rand Man Atmosphere Communications in association KingJames Group Sanlam Zoom Photography

“Now in its 18th year, the PRISM Awards have truly come of age and are more sought-after than ever. With a host of incredible sponsors, this year’s event was a celebration of everything African,” commented Bridget von Holdt, Convenor of the PRISM Awards.

The PRISM Awards sponsors include Airports Company South Africa, About Entertainment, Afroflame, Blue Apple, Candy Construction, CIMA, Facebox, Grind Coffee, GroundUp Media, Innovative glass design, Just You Models, Lounge Around, Mango, Paper Packaging Place, Pear Factor, ROi Africa, Sappi, The Maslow Hotel, Toni Glass, Upstage Productions, VonH Brand Provocateur, Vukani Fashions, WeCollaborate, Zoom Photography and Sun International. Media partners include Bizcommunity, Cliff Central, Jozi Maboneng Radio, Mix FM, The Event and UNISA Radio.

 

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Category: Marketing