Brands make a splash in youth marketing
ILLOVO - Having carved a niche for themselves in the market, each year The Makoya Youth Awards recognise a growing number of brands for their campaigns targeting the youth.
The nominees and winners in each of the categories were announced at Gordon Institute of Business Science in Illovo.
The awards are rooted in research conducted across campuses nationwide, with over 1 500 students in the form of focus groups and surveys. The awards cover all areas of brand activity, including media, marketing activations, social media and graduate recruitment.
Winning campaigns are nominated by the students themselves and are selected for the way in which they stand out in a crowded brand environment.
Due to the fact that students tend to spend most of their time on campus, the awards focus primarily on campus activations, however they are not limited to this space.
It was another successful year for BlackBerry, with the brand once again taking The Real Makoya award. This is the fifth year running that BlackBerry has won this accolade, which is awarded to the brand that demonstrates the most successful through the line youth campaign on campus.
Other brands also walked away as winners. Best Graduate Recruitment Campaign went to BP for their mix of brand experience and creative platforms which included career fairs, lecture presentations, giveaways, print and campus publication advertising, as well as the use of social media and brand representatives on campuses across the country.
The Eye Catcher Award was won by BlackBerry’s BBM O-Week campaign for the first time as a separate entity. Out The Box Award went to Red Bull, once again for their innovative activations across the country, including the Redbull Doodle Campaign, Soundcar and Skate ramp.
Details: www.studentmarketing.co.za
