NATIVE VML has once again received recognition for the Nedbank Ke Yona campaign this time at the Pendoring Advertising Awards.
The Nedbank Ke Yona campaign was awarded a Silver in Truly South African – Integrated category at the awards evening held on 24 October, just weeks after it received two Golds and a Bronze award at the Loeries. No Gold was awarded in the Truly South African – Integrated category.
“Receiving this Pendoring award once again emphasises the importance of doing purpose-driven work that lives in people’s lives,” says Jason Xenopoulos, CEO of NATIVE VML.
When the announcement broke in March 2013 that Nedbank had renewed its sponsorship of the Nedbank Cup and that the tournament would include something unique – the search for ordinary South Africans to form the Nedbank Ke Yona Team – it generated massive excitement around the country. “Fans with a vested interest in the competition started airing their opinions and support almost immediately on social network platforms. We knew this would be a concept that the fans would love.”
“The Nedbank Ke Yona Team search is a great example of a multi-platform narrative that unfolded across a wide range of media – from television, radio and print, to online, social, and even in the real world.” The campaign included a 13-part TV series on SABC 1, weekly radio inserts on all nine African Language Stations during the duration of the TV series as well as weekly inserts in Soccerzone. All the content from these shows – and much more – was also available on the Nedbank Cup website, mobisite and on all social channels.
Xenopoulos says one of the most exciting aspects of the campaign was its reach across language and cultural barriers. “The Pendoring Awards were created on the rationale that a commercial message becomes far more powerful when delivered in the home language of a target market. We saw this first hand as soccer-enthusiasts of differing languages mobilised and supported this campaign.
“It has been an incredible journey and we thank Nedbank for showing great courage, purpose and commitment as we took this campaign from a unique idea to a life changing experience for many,” he concludes.