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FoxP2 walks the APEX Awards stage twice

FoxP2 walked on stage twice at the 2015 APEX Awards held in Sandton on Monday, 20 July, winning for its digitally-led Garagista ‘Anti-Hipster’ and Ster-Kinekor #MovieFomo campaigns.

The agency has an enviable track record at South Africa’s premiere effectiveness award show since entering it for the first time four years ago, with campaigns for and Ster-Kinekor winning Gold in 2012 and 2014 respectively. In addition, FoxP2’s iconic ‘Pappa Wag Vir Jou’ Drive Dry campaign received the Chairman’s Special Award in 2012. 

All the agency’s APEX-awarded work has been commended for its creativity, proving the agency’s mantra that ‘Creativity Pays’.

The winning work for Garagista saw FoxP2 launch the unknown craft beer into a cluttered market with exceptional results. Says FoxP2 Cape Town ECD and creative circle chairperson, Justin Gomes, “Telling our target market - the hipsters - that our craft beer wasn’t for them was a bold angle, but it was an approach that our client, Steve Miller, embraced from the get-go.”

“He recognised the insight that hipsters want what is not readily available, and when your campaign generates over R25-Million in Earned Media, with a global online reach of over 79 Million, you know it was the right approach to take,” says Gomes.

The campaign proved so successful in the marketplace that FoxP2 worked with the Garagista brewery to launch a follow-up product, ‘Tears Of The Hipster’, which took the South African Craft Beer Festival by storm - selling out in two days and being recognised as the most innovative beer at the Festival. Both campaigns were recently awarded first place at The Creative Circle Awards Of The Month.

Ster-Kinekor followed up its 2014 APEX and Loerie Gold-winning ‘Great moments at their greatest’ campaign with a Silver APEX for Movie FOMO. The campaign increased Ster-Kinekor awareness levels to 100% for the first time ever and market share to 65% - an all-time high. The brand performance converted to strong business results including a 3% increase in ticket sales (versus the same period last year). This is a remarkable performance given the weak slate of films being showed over this period which impacted global attendance trends negatively. Over all, this resulted in an annualised net marketing return on investment of 112%.

Charl Thom, FoxP2 Group CEO says, “Ten years ago, we named ourselves FoxP2 after the creativity gene, believing our clients could benefit exponentially from a highly creative approach that could give them a competitive advantage in the marketplace and deliver commercial results. Apex Awards are notoriously tough to win, and last night proved that our approach continues to deliver business results for our clients.”

View the award-winning work here.

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