iProspect SA wins Gold at the Assegai Awards for content marketing

Posted: November 20, 2015

iProspect South Africa recently received a Gold accolade at the 2015 Assegai Awards for Most Effective Use of Content

 iProspect Assegai Award WinFrom left: iProspect representative Ziphelele Siwundla with Executive Director of the DMASA, David Dickens

How do you get a younger, aspirational market not just excited about and admiring a car – but intrigued enough to actually consider buying one? The Mercedes-Benz C-Class emerged as more sophisticated, more powerful, and more luxurious than ever before, tailored to cater for up-and-coming, sophisticated young professionals.

Mercedes-Benz South Africa turned to their digital agency, iProspect South Africa for a fresh approach to online storytelling. iProspect South Africa tackled the challenged head-on, with the result being carefully-crafted content in unexpected formats designed to delight the Mercedes-Benz audience with a slick online experience. This aim was to drive audience engagement and promote interest in the Mercedes-Benz C-Class vehicle and prompt users to act.

This integrated approach to content marketing earned iProspect South Africa a Gold accolade at the Direct Marketing Association of South Africa (DMASA) Assegai Awards for the Mercedes-Benz C-Class #NoAlternative campaign.

To capture the younger, more digitally savvy consumer, iProspect South Africa created the first automotive custom YouTube channel in South Africa. The digital performance agency also designed an interactive video story inspired by the campaign TVC. To keep the “No Alternative” concept at the forefront of the audiences’ minds, the video encouraged the user to choose their no alternative item, with all results ending in a failed task except when using “C-Class” and “Mercedes-Benz”.

Powered by a YouTube video component housed within the Mercedes-Benz South Africa custom channel, iProspect South Africa crafted an algorithm that interpreted the keywords which users typed to display appropriate story endings in video format.

“This award is testimony to the creativity that lives at every level in our business,” said Justin Hartman, Group Managing Director of iProspect South Africa. “We’re delighted to be recognised by DMASA. This award shows that early adopters of new technologies can generate tangible results which meet the client’s business objectives. A big thank you to everyone involved in the success of this campaign.”

The Direct Marketing Association of South Africa (DMASA) Assegai Awards acknowledge and award Direct Marketing campaigns which deliver exceptional, results.  For more details about iProspect South Africa and the launch of the Mercedes-Benz C-Class, click here.
For more information about iProspect South Africa, visit their website here.