Dentsu Aegis Network Sub-Saharan Africa is excited to announce that both network brands, Carat Division and Isobar, have won bronze at the Global Dentsu Aegis Network Innovation Awards for Best Use of the Dentsu Aegis Network Operating Model.
This accolade was awarded for the exceptional integration that the Dentsu Aegis Network team displayed in working across the group’s agencies – Carat Africa Division, Isobar and iProspect.
With over 900 entries submitted for the Dentsu Aegis Innovation Awards in 10 categories, the awards really showcased the Networks finest work.
The entry was for the Guinness Africa campaign, which seeked to re-position the brand in Africa, to increase the brand’s appeal to Generation (Gen) Y Africans. It hinged off the insight that there is an African revolution underway – Gen Y Africans are carving their own path in life, like no generation before them. They are ambitious and optimistic, worldly but intensely proud of their African roots. From this observation, the communications and media strategy was formulated – the team needed to credibly facilitate this existing movement and shine a spotlight on Gen Y Africans.
Video submission: https://www.youtube.com/watch?v=mxadCp5stz4
This insight led Carat Africa Division to collaborate with MTV Base to launch the campaign at scale in an authentic way. The campaign kicked off with a simultaneous takeover of MTV Base and 11 other syndicated channels across Africa. This marked the start of a high impact campaign which was delivered across multiple channels and territories. All media supported the principles established by the MTV Base takeover and highlighted key campaign moments.
Isobar-created digital assets, facilitated direct engagement with the campaign – owned online spaces and gave consumers inspired by the campaign a platform to voice what made them uniquely “Made of Black”. This was amplified through iProspect activation online. By working closely alongside one another we were able to deliver a seamless and effective campaign on an unprecedented scale across the region.
Quinton Jones, Carat Group Managing Director SA said, “I’m immensely proud to see how effectively our Carat Africa Division was able to work in collaboration with Isobar and iProspect to deliver an outstanding campaign. This is a well-deserved acknowledgement of the team’s efforts!”
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At a glance
Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services.
With consumers more connected, through a range of devices, than ever before, the era of media convergence is presenting many opportunities as well as a new, complex media eco-system. From identifying who the consumers are, to how they make their decisions, Dentsu Aegis Network and its brand businesses of Carat, Dentsu, Dentsu media, iProspect, Isobar, mcgarrybowen, Posterscope and Vizeum make the best use of today’s media mix to bring to life the right communication strategy and deliver the best results for clients.
Dentsu Aegis Network South Africa
Through our five network brands Carat, iProspect, Isobar, Posterscope and Vizeum, Dentsu Aegis Network provides best-in-class expertise and capabilities in brand, media, digital and specialist communications through our original holistic and integrated approach. Our communications services include digital creative execution, content creation, media planning, marketing, SEO strategy and marketing analytics.