The One Rand Man campaign for Sanlam followed one man’s journey as he lived an entire month on R1 coins
South African public relations consultancy, Atmosphere Communications, and its partners from the King James advertising group have walked off with the international Grand Prix for Excellence award at the International Public Relations Association (IPRA) Award ceremony.
The One Rand Man Campaign, for client, Sanlam, also won a Gold IPRA award in the Financial Services and Investor Relations category at the award ceremony held in Sandton on Monday. IPRA awards honour the best PR campaigns from around the globe.
The campaign debuted during South African Savings Month in July 2014 as part of Sanlam’s brand refresh and followed one man’s journey as he lived an entire month on R1 coins. The aim was to re-connect consumers with their money and to encourage them to reconsider the way they spend and save – down to the last R1 coin.
“It is great to see that an idea developed and executed in the southern part of Africa can find resonance on a global scale. The magic of this creative idea was that the insight was based on a universal issue – we’ve lost touch with the value of our money – which is applicable in any market. Our team developed an integrated creative campaign which used social media, webisodes, infographics, media partnership and traditional media coverage to drive the message,” says Nicola Nel, Managing Director of Atmosphere Communications.
“The Grand Prix represents the industry’s highest recognition for outstanding, international standard of work,” says Johanna McDowell, former president of IPRA and one of the judges. The 2015 IPRA Public Relations World Congress took place from 27-29 September.