South Africa’s first free-to-air commercial TV station, e.tv, has been nominated in the prestigious 2012 PromaxBDA Global Excellence Promotion & Marketing Awards for the integrated marketing campaign “e is for everyone’.
Throughout the world, the PromaxBDA Awards competitions stand for marketing excellence in the media marketing space and collectively, through its numerous regional and sector-specific competitions, are regarded as the most prestigious awards for creative endeavour in this field.
Every year industry executives, creatives and production professionals vote online and from that decide and recognise the very best work the industry has created within that year.
For this campaign, the channel has been nominated alongside Sony Picture Television, NBC Sport Agency and Universal Networks International Germany, among others.
“e.tv’s creative marketing executions have once again been recognized internationally and the channel is proud to not only deliver exceptional viewing content with our programming but also to engage with our viewers on an emotive level as a brand. The e.tv brand is constantly evolving; it is young, fresh, sexy and loved by many not only in South Africa but across the continent. The campaign was simple and clear, it delivered on its core objectives including the hearts and mind of our audience,’ says Monde Twala, Channel head.
The “e is for everyone” campaign was born from the objective of creating a campaign that would promote the channel around a singular, clear idea that would connect with the audience. The in-house creative team soon gave birth to the concept, which was further developed to include social media, outdoor, print and visual marketing elements.
This involved the setting up of mobile photo booths in three major cities and inviting people to have their picture taken. The best movie-styled poses then got a chance to be a part of the marketing campaign and feature in elements such as print, TV and outdoor media. There was also an option of submissions via the e.tv Facebook page.
Thousands of people willingly participated in the campaign, and apart from the high level of interaction received, the campaign re- enforced e.tv’s position as the most watched English medium channel in South Africa.
“The in-house creative marketing team at e.tv is extremely passionate about the brand, and this is reflected in the campaigns which aim to generate strong connections with the audience and entrench brand loyalty”, says Michelle Kirby, Group head of Marketing Communications and CSI.
“It is a great honour to be recognised for our work by highly respected industry professionals from the international community. It affirms that we are producing work of high standard and that we have great talent within our creative team. The nomination proves that South African television and creative talent rates amongst the best in the world.’
e.tv has scooped the following awards at previous PromaxBDA awards: Copywriting -Silver Award (2011); Specialist Category –Silver (2010); Weather Campaign – Bronze (2009); Typography – Silver (2009); Specialist Category – Silver (2008); Radio – Gold (2007); Marketing Campaign – Silver (2007) and Specialist Category – Gold (2007).
The winner of this prestigious award will be announced at the Award Ceremony and Conference 2012 that will be held in Los Angeles that begins on Tuesday 12 June.