It was a good night for VMLY&R South Africa and Nando’s at the 2023 Effie Awards South Africa Gala on Friday. They took two silver awards for the Bright Sides campaign, in the Current Events and Timely Opportunity categories respectively.
This is the third year that the Effie Awards have been held in South Africa. Launched in the US in 1968, the Effies recognise effectiveness in marketing. Entrants must provide tangible metrics and results that prove a direct link between the campaign being entered and
business objectives achieved. Winning campaigns are those that demonstrate exceptional effectiveness.
About The Campaign
The Nando’s Bright Sides campaign put an optimistic spin on load shedding by offering free sides with every whole chicken ordered via the Nando’s app, with the number of free sides corresponding to the current load shedding stage. The offer updated in real time, as load shedding stages changed, and customers could enjoy up to six free sides with their in-app whole chicken orders when the country reached stage six load shedding. The campaign successfully increased app usage and sales and created positive PR for Nando’s.
“The Effie Awards are especially important for our industry because they reward what matters most – helping our clients achieve business success. There’s a lot of emphasis placed on creativity in this industry, but the Effies remind us that creativity without effectiveness is only half the picture,” says VMLY&R South Africa Joint CEO, Jarred Cinman. “It’s not easy to win an Effie. The selection process is rigorous and the criteria are strict. I’m immensely proud of the team for bringing these awards home.”