Local full service digital agency Prezence Digital won silver in the Social Impact/Not For Profit category for its #MandelaStory viral campaign at the global Mobile Marketing Association’s (MMA) Smarties Awards in New York last night.
Chosen from submissions from over 36 countries, the campaign reached over 130 countries with over 100 000 views in less than a week of its launch, with no paid marketing drive.
Looking at Nelson Mandela’s lifetime, the campaign asked one simple question: Would South Africa’s first democratically elected president have spent 27 years in captivity if he (and others) had access to the same social media platforms and technological tools we do today? The stirring tribute is still available on at www.mandelastory.com.
When Prezence Digital first embarked on this project, the single aim was to honour the exemplary life Nelson Mandela has lived, in an emotional and educational way that was also fun and in a language that resonates with people.
“In today’s world, social media plays a pivotal role in shaping how we all connect with one another, but more importantly how social media is playing an increasingly active role in social causes globally,” says Prakash Patel, CEO of Prezence Digital .
“We see this not only in awareness being raised but also increased togetherness and mobilisation, such as we saw in the uprisings in the Middle-East a few years ago and more recently in Syria. I think of this as being activism2.0 by Citizens2.0 and is the exact premise through which to raise the question about Mandela having spent 27 years in captivity.”
Sharing South Africa’s story
On the announcement of the shortlist of finalists, the MMA had noted that “the finalists represent the pillars of innovation, creativity, and success, highlighting the teams and talent that push the boundaries of mobile marketing to reach and engage with consumers like no other media channel.”
One of three South African winners at the ceremony, which was held in New York on Wednesday night and capped off the inaugural two-day Mobile Marketing Conference and Expo during Advertising Week, Patel not only saw the award as one for Prezence Digital, but one for the South African creative community in sharing South Africa’s story in a unique, thought-provoking and creative way with the rest of the world.