SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

Intel, a technology company, launched a Facebook advertising campaign in Africa that encouraged women to follow its She Will Connect programme, aimed at equipping women with tech skills.

Case Study

Nestlé, a multinational food and drink company, launched a mobile bus tour that showed the people of Mauritius the importance of a healthy, balanced breakfast.

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F5, an application services company, launched a research report and used its findings as PR material to increase awareness of its cloud capabilities in Africa.

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Carling Black Label, a beer brand, raised awareness of the correlation between a football team losing and the increased violence against women in South Africa by replacing its branding with #NoExcuse and changing the lyrics of a popular song.

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Zing Group, a financial services company, introduced a new product in a cluttered market in South Africa by adopting a ‘show, don’t tell’ approach, which resulted in 100,000 people signing up.

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The National Social Security Fund (NSSF), a quasi-government agency responsible for retirement funds, increased awareness of its benefits and reduced negative sentiment in East Africa by launching a reality TV show featuring its members.

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Illovo Sugar, a sugar producer, undertook a stakeholder audit in six African markets to assess the brands' reputation.

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Multichoice Kenya, an entertainment company, launched a series of events and press releases to increase awareness of its Multichoice Talent Factory (MTF), which aims to increase production of local film content in Africa and improve employment rates.

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The Homecoming Project, a platform for cultural exchange, launched in Nigeria and offered an opportunity for 3,000 of Nigeria’s diaspora to rediscover Nigeria.

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SAS, a software company, launched a media event that introduced Neil Harbisson, the world's first and only cyborg, to promote the notion of AI.

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South Africa Tourism, a tourism board for South Africa, dispelled misinformation about the Cape Town water crisis and raised awareness by highlighting it as a global problem, encouraging tourists to return to the country.

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Kosmos Energy, an oil company, sought to advance its long-term social licence to operate in Ghana by investing in a social impact programme there.

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Siemens, an automation company, used data from Lagos, Nairobi and Johannesburg to create unique fabrics for a truly African fashion collection that shows the power of data-connected cities.

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Institute of Waste Management Southern Africa (IWMSA), a waste management service, produced an electronic questionnaire for stakeholders to uncover its reputation scores.

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Kenya Airways, an airline, launched its first non-stop flight to the US with wide media support both internationally and in Kenya.

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Sage South Africa, a software company, raised awareness of domestic violence in South Africa by hosting a breakfast event for media houses, and generating public awareness through social outputs.

Case Study

KFC, a fast food restaurant brand, launched a TV campaign featuring a fake footballer taking a dramatic dive and rolling all the way to a KFC restaurant in South Africa to promote its brand during the FIFA World Cup.

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The Chapa Dimba Na Safaricom Football Tournament, a national football tournament, increased awareness across Kenya by launching a series of press releases and feature stories, in addition to offering a trip to London as the grand prize.

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Sage South Africa, a software company, launched a "media deskdrop" and series of videos surrounding the South African government's annual budget speech to showcase its expertise in tax and compliance.

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Philips, an electronics company, launched a mobile barbershop in partnership with the Nelson Mandela Foundation to give the famous Nelson Mandela line haircut to people in Johannesburg, symbolising Mandela's values in a divided world.

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The Rockefeller Foundation, a private foundation, generated support for the AfCFTA via its social media campaign across Africa.

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MTN Ghana, a telecommunications company, communicated its renewed BRIGHT operational strategy in Ghana through a 360-degree experience.

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Vodacom, a mobile operator company, announced a new deal and, through its communications handling, was able to influence shareholder behaviour in South Africa.

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Careem, a transportation network company, changed negative perceptions of its brand in Morocco by launching three press releases a month to communicate the brand in a positive light.

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Dove, a personal care brand, communicated its product offering by connecting with consumers' love of bold prints in South Africa.