SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

Jameson, a whisky brand, launched a campaign to establish itself in Nigeria and increase market share.

Case Study

PAUL, a French-style café, launched a campaign to rebrand itself as an up-market French experience and stand apart from other international launches in South Africa.

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The National Integrity Alliance, an organisation made up of four Kenyan-run civic organisations, launched the #RedCard campaign in Kenya to challenge the re-election of leaders who fell short of ethical standards.

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KFC, a fast food chain, launched a personalised Black Friday campaign, #KFCBlackFriedDay, to increase brand love in South Africa.

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Siemens, an industrial manufacturing company, launched the AirDrop Initiative campaign in South Africa to increase brand awareness and generate positive brand sentiment.

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Pfizer, a pharmaceutical company, launched Life Uncensored, a campaign in South Africa to provide a safe source of credible information to a digital audience.

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AXE, a male grooming products brand, launched the Find Your Magic campaign in South Africa to convince male consumers that it was an on-trend brand, whilst educating them on the products' fragrance and functionality.

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Instinctif Partners, an international business communications consultancy, launched a campaign in South Africa to shape a new narrative around female MCs.

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Dotsure.co.za, an insurance brand, broke a Guinness World Record in order to promote its pet insurance package in South Africa.

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The Johannesburg Stock Exchange (JSE), the largest stock exchange in Africa, launched a campaign in South Africa to publicise its Investment Challenge to increase the number of university students and high school learners entering the competition.

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Lipton, a tea brand, launched its Doing Good campaign in Nigeria to leverage Ramadan and connect with both Christian and Muslim consumers across Nigeria with a message of love.

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Gillette, a razor brand, retained its market share and increased consumer loyalty by creating an influencer and social campaign in Kenya.

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Inwi, a telecommunications company in Morocco, launched a campaign to market its new application, Coach'in.

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LUX, a women's beauty brand, launched the #WeAreMore campaign in South Africa to inspire women and shift brand perception to be a women's brand.

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The Innovation Prize for Africa (IPA), the initiative of the African Innovation Foundation (AIF), launched a campaign across Africa to strengthen African innovation ecosystems and support the culture of innovation and competitiveness.

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Mastercard, an American multinational financial services corporation, launched a campaign in Kenya to market its Masterpass QR digital payment solution.

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Nimue Skin Technology, a skincare brand, promoted its 12 Week Challenge kit across Africa by launching a social media campaign that got a bride to walk down the isle foundation-free.

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The Institute of Directors Southern Africa (IoDSA), a non-profit representing directors and professionals charged with corporate governance and governance in their individual capacities, launched a campaign in South Africa to build its reputation.

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Shell, an integrated energy company, raised awareness of its new fuels formulation by conducting the Shell Global Driving Experiment in South Africa.

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Sage, a software and solutions business, launched a campaign in South Africa to help small businesses understand the South African Budget Speech, released once a year.

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Zurich, a global insurer, launched a campaign in South Africa to rebrand the business and reconnect with stakeholders.

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Nigerdock, a Nigerian energy services company, developed a multimedia campaign to prevent a bill that sought to regulate Nigeria's free trade zone from passing.

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Cartoon Network, a cable and satellite television channel, increased local relevance in the African market by introducing South African singer, Toya Delazy, as the fourth PowerPuff Girl.

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Heineken, a premium beer brand, reached out to Nigerian consumers who had turned to more affordable beer brands by creating a video series with American rapper Jidenna.

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Bryte Insurance Company, a merger of insurance company Zurich South Africa and its Botswana counterpart, launched a brand event to unveil its new branding to employees and customers.