International team shortlisted for Best Marketing Campaign at PRCA Digital Awards 2022
COLLABORATION BETWEEN TEAMS IN AFRICA AND GERMANY DELIVERS A PLACE IN FINALS FOR BEST MARKETING CAMPAIGN 2022 AT PRCA UK DIGITAL AWARDS
Digital creativity, deep market insights and impeccable execution delivered in a collaboration between our teams in Germany and Africa, have secured the company’s innovative work for atingi.org a place as a finalist in the PRCA Digital Awards 2022.
atingi.org is a digital learning platform developed within the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH framework of the Global “Africa Cloud” Project. “atingi” means “to achieve something” in Esperanto, an international language developed in the late 1980s. The name is fitting since atingi.org aims to enable job creation, local economic growth, and community uplift in Africa through targeted skills development. Free, market-specific, educational content is developed locally and geared towards improving vocational training and employability for future jobs in Africa and abroad.
The atingi team, led by our Corporate and Digital Marketing practice in South Africa and Germany, was nominated for ongoing digital and PR brand awareness. The initiative encompasses regional and social insights campaigns, increasing platform uptake to over two million users in Africa and beyond.
Our communications included social media across Facebook, Twitter and LinkedIn (organic and paid), micro-influencer campaigns, public endorsement from key industry influencers, atingi.org brand ambassador activations, local radio live reads, and targeted country and district-specific digital marketing. Optimised messaging in multiple local languages was also crucial to campaign success.
PR and media relations supported the communications efficacy across Africa and reinforced the understanding of how atingi.org provides learning modules that are “Future Proofing” Africa’s youth. Given the global pandemic, the free online learning platform also helped educate African people about the Coronavirus and help with educational content designed to capacitate them for remote opportunities – and potential challenges – coming from living and working in a post-Covid world.
Deanne Chatterton, Managing Partner, South Africa, commented, “The agility with which the team has been able to respond to a constantly evolving environment – and client requirement – has been a lesson in excellence. The innovation and creativity they have brought to operating not just in the dynamic digital environment but also in delivering contextual and relevant solutions to frontier and emerging markets have only been possible through harnessing the talent and experience of our African and German digital teams.”
Carsten Böhme, Managing Partner, Germany, commented, “The award nomination is a wonderful recognition for the successful implementation of an extremely complex task. The integration and interaction across continents, cultures and languages is the real key to success. On the one hand, we are able to be close to our clients, to understand their needs and goals, and on the other hand, we leverage our digital competence effectively to bring conversations and key messages to the individual target audiences and users in their local languages and on the platforms they frequent.“
The PRCA Digital Awards recognise the talent and impact of individuals, teams and campaigns from the best of the digital PR and communications profession. The winner will be announced at an awards ceremony on Wednesday, 30th March at the Marriott Grosvenor Square Hotel, London. The full shortlist can be viewed here.