|Ogilvy Public Relations Johannesburg Delivers Recipe for Success for Coveted PRISM Award|
7 April 2013
The winner of the 2013 overall PRISM Gold Award is Ogilvy Public Relations Johannesburg for its ‘Add Hope: Journey of Hope’ campaign on behalf of KFC/Yum South Africa (YUM! Restaurants International). The agency triumphed over 55 other public relations consultancies, corporates and other in-house public relations departments who submitted almost 200 campaigns for the coveted Award. The 16thannual PRISM Awards, Africa’s most sought-after awards in the public relations and communication industry, took place on Sunday 7 April at the Hilton Hotel in Sandton.
About Add Hope: Journey of Hope
In 2012, KFC South Africa took an existing menu mechanic on the road in the form of solo-adventurer Riaan Manser’s bicycle journey of 4 100km from Cape Town to Johannesburg - on half the calories that his body would need. This allowed the brand to evolve its three-year Add Hope initiative from being an in-store mechanic aimed at overcoming “giving fatigue” into an integrated public relations and social effort - one that stressed the plight of hungry children and at the same time ingeniously met an unspoken consumer need to play a part in tackling an overwhelming social need. Critically, KFC will be able to fill 15-million tummies in 2013 due to the Journey of Hope.
This public relations-led campaign was exceptionally integrated. It saw traditional, digital and social media, work seamlessly with above-the-line and activations. It spurred South Africans into action through higher awareness of Add Hope on national and regional fronts. The pure guts of the Journey of Hope and Riaan Manser’s genuine efforts in taking on this arduous challenge on a limited calorie intake, to live as the hungry do, spoke volumes. One man and one brand proved that one R2 can make a difference in filling a hungry tummy; and if multiplied by many, that a hungry nation can be fed daily.
Through securing R7-million in media coverage in two months, Ogilvy PR achieved a return on investment of 1:34. National, regional and community media amplification was delivered through 67 broadcast stories, 29 print features and articles and 24 online stories. Six earned five-minute mini documentaries were flighted twice weekly on national TV. 1 831 new online conversations were generated with over 4,3 million opportunities created to see the conversation.
The Journey of Hope took KFC from being a thought leader to a thought doer. It allowed KFC to use the power of storytelling to connect those living with hunger with consumers who are often removed from this reality. More importantly, the campaign has, and will continue to enable the brand to tell more stories that magnify hope -authentic stories that Add Hope.
“This campaign showed an excellent understanding of the client’s problems andopportunities,” commented Marilyn Watson, Chief Judge of the PRISMS. “There was sustained execution of the campaign, with brilliant results!”
“Every year during PRISM season, we are very keen to see what the public relations and communication industry has produced,” continued Watson. “We are often amazed at the creativity, insight and return on investment that consultants and practitioners have delivered to their clients. The 2013 results far surpass this.”
Best Small Public Relations Consultancy
Fast-growing agency Retroviral Digital Communications won the Gold Award for ‘Best Small Public Relations Consultancy’. Since its launch, Retroviral has carved a niche as a communication agency that not only strives to support its clients’ business objectives, but also generates online word of mouth spread for brands. The company is the recipient of several PRISM Awards. Last year it won two Gold Awards at the PRISMs - for its ‘Last Dictator Standing’ campaign it implemented for Nandos and for the ‘#Shoes on Feet’ campaign it delivered for the Put Foot Rally Foundation. It also won a Silver and Bronze Award.
Best Up-and-Coming Public Relations Professional
Britanny Preece from Cerebra walked away with the Gold Award for the ‘Best Up-and-Coming Public Relations Professional’. An Account Manager at Cerebra, Britanny’s love for public relations stems from its ability to change perceptions and build brand personas and reputations. These passions have seen her hold positions at two leading communication agencies and successfully manage big brands including Nike, BMW, MINI and Amadeus.
For more information on the PRISM Awards visit www.theprismawards.co.za