Media Release
For Immediate Release
1 646 words
Embargo:
20h00 – Sunday 6 April 2014
6 April 2014
Atmosphere Communications a Whopping Success at the PRISM Awards 2014
Medium-sized, Cape Town-based public relations consultancy Atmosphere Communications
has scooped top honours in the first-ever Campaign of the Year category in the PRISM
Awards, for its launch of Burger King in South Africa, on behalf of its client Burger King South
Africa. The consultancy received the ultimate accolade at the PRISM Awards Ceremony
which took place at The Maslow Hotel in Sandton on Sunday 6 April 2014.
The brief for the campaign was relatively simple - create hype around the launch of Burger
King (BK) in Cape Town and drive demand for BK’s iconic Whopper Burger. But the
consultancy faced daunting challenges. Not only were their competitors aware of the
opening date and the venue of the flagship store, they planned to outspend them with
large-scale country-wide advertising, as well as numerous guerrilla marketing activities. The
consumer news agenda also seemed to be against them, as all attention was focused on the
two international superstars, Bon Jovi and Justin Bieber who were performing during the
launch period.
The campaign introduced a third international superstar to our shores and set about
introducing Capetonians to another, freshly created, international icon, “The Whopper.”
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They leveraged the new superstar with a full armour of public relations and social media
tools - stunts involving yachts, models and visits to five star hotels with a screaming
flashmob of teenagers in tow, in addition to a high intense business and influencer publicity
campaign. They also convinced the Mayor of Cape Town to give Burger King the key to the
City.
The impact was overwhelming. Media coverage exceeded expectations with 252 onmessage articles in local, national and international media and more than 120 million media
impressions across Facebook and Twitter, (BK trended on Twitter three times). Bieber fans
even started changing their placards from "Bieber Fever" to “Burger Fever!” Customers
flocked from all corners of South Africa with one fan even hitching a ride all the way from
Pretoria just to get at a Whopper burger.
More than 4 500 people attended the opening day launch festivities – 1 500 were expected
– and some even slept outside the store the previous night. But one of the biggest success
indicators was the queue that continued to snake outside the flagship store for weeks post
launch – it became a story in itself and journalists, bloggers and the public reported about
their success for weeks.
“This was a stunning tactical campaign that over-delivered on objectives,” said Chief Judge
Marilyn Watson. “There was great Return on Investment (ROI), with tangible results and
deliverables. The campaign was powerful in its simplicity, embracing the multiplicity of
channels available.”
The business results were phenomenal: 39 046 Whoppers sold during opening month (May
2013): (target: 22 000); sales were at R2.2-million, exceeding expectations by 50%. After two
weeks, Burger King ran out of Whopper buns – and had to fly in stock from Europe. After
month two sales were exceeding expectations by 300% and SA’s double Whopper sales
were 1 000% more than the international sales average for double Whoppers. Customers
spent on average R100 per transaction, exceeding the R50 pp average in the local quick
service restaurant (QSR) industry. BK was inundated with requests from potential
franchisees and landlords and received hundreds of applications within the first month.
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FleishmanHillard SA Voted SA’s Top Large Public Relations Consultancy
Global public relations firm FleishmanHillard SA won Best Large Public Relations
Consultancy, another new Award introduced into this year’s Programme. “FleishmanHillard
SA impressed with its customer base and the quality of the work they do – and this is
reflected in their sustained business success,” commented cluster judge Johanna McDowell.
“Their investment in developing young people is commendable and they are a clear leader
in the field.” Last year the consultancy increased its revenue by 11% to well over R30 million,
while increasing its profit by almost 40%. A level-4 BEE contributor, 30% of the agency’s equity is
owned by the Community and Individual Development Trust. In essence R3 in every R10 of post-tax
profit goes to educating young black South Africans who can’t afford a tertiary education, while an
additional 5% of its equity is held by a Black Staff Ownership Trust. Over 55% of their workforce is
drawn from previously disadvantaged communities and 80% of its employees are women.
Best Mid-Sized Public Relations Consultancy – Atmosphere Communications
“It is clear why Atmosphere Communications is one of the most awarded Public Relations companies
in South Africa,” continued McDowell. “They are leaders in the strategic use of research and
measurement. But behind their hardnosed businesses focus is a soft heart for the community. Their
focus on employee development will ensure they remain a group many young people aspire to join.”
Atmosphere Communications’ turnover has increased more than 40% since Atmosphere’s inception,
with total turnover for 2013 reaching R24, 3-million. A Level-2 BEE contribution, 65% of middle
management and senior team players have been employed for longer than five years.
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The full list of winners is as follows:
Gold Awards
Category
Campaign
PR Consultancy
Client
Sponsor
Sectors
Community Relations
Corporate
Responsibility
Deskbags
Faces of Hope
KFC
PR Worx
Ogilvy Public
Relations
Johannesburg
Atmosphere
Communications
Deskbags
KFC South
Africa
Mango
Zoom
Photography
Burger King
South Africa
Facebox
Ogilvy & Mather
Cape Town
Newborns
Groote
Schuur Trust
Mango
Launch of a New
Service, Product or
Category
NGO Campaign
Launch of
Burger King in
South Africa
Purple for
Preemies
Sponsorship
Mango Ballet
RedStar
Communication
Robben Island
Balloon Run
Positive Dialogue
Communications
Launchpad
for Charity
Foundation
DM Events
You change our
ad
Stellenbosch
2013
Douwe Egberts
Yawn Machine
Hill & Knowlton
Strategies SA
Ogilvy & Mather
Cape Town
Joe Public &
Retroviral
Brightrock
(Pty) Ltd
Stellenbosch
University
Douwe
Egberts
Innovative
glass
Bizcommunity
Direct Axis
Petrol Price
Infographic
2Stroke
Direct Axis
The Carousel
Casino and
Entertainment
World
Shannon
Roscher
PR Worx
Practices
Best Use of an Event to
Build / Change
Reputation (Event
Management)
Crisis Management
Media Relations
Social Media for Public
Relations (Best Use of
Social to Lead a
Programme)
Public Relations on a
Shoestring
Individual and
Consultancy Awards
Best Up-and-coming
Public Relations
Professional
Sun
International
Apex Media
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Gold Awards
Category
Best Public Relations
Professional
Lifetime Achievement
Award
Best Small Public
Relations Consultancy
Campaign
Chantal Riley
PR Consultancy
PR Worx
Madelain
Roscher
PR Worx
Sponsor
Afroflame
University of
the Free State
Paper
Packaging
Place
Anglo
American
DDI Africa
Positive Dialogue
Communications
Best Mid-sized Public
Relations consultancy
Best Large Public
Relations Consultancy
Campaign of the Year
Client
Atmosphere
Communications
FleishmanHillard
SA
Launch of
Burger King
South Africa
Atmosphere
Communications
Burger King
South Africa
Campaign
PR Consultancy
Client
Sponsor
Igniting South
Africa's
Entrepreneurial
Spark
Consumer Public
Chappies Did
Relations for an Existing you Know
Product, Service or
Category
Corporate
Clorets
Responsibility
Epic
Communications
Burlington
Data Print
Plato
Communications
Sanlam/
Business
Partners
Entrepreneur
Mondelez
South Africa
Plato
Communications
Mondelez
South Africa
Launch of a New
Service, Product or
Category
NGO Campaign
Webfluential
goes Viral
Tribeca Public
Relations
Webfluential
Zoom
Photograph
y
Facebox
Congenital
Heart Defect
(CHD)
Awareness
War on Waste
FleishmanHillard
SA
The Hudson
Initiative
Ogilvy Public
Relations
Johannesburg
Atmosphere
Communications
Pikitup
Johannesburg
Silver Awards
Category
Sectors
Business-to-Business
Public Sector
Technology
Launch of Virgin
Mobile's
Virgin Mobile
Anglo
American
The Maslow
Hotel
Upstage
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Silver Awards
Category
Sponsorship
Practices
Best Use of an Event to
Build / Change
Reputation (Event
Management)
Corporate
Communication
Campaign
Braamfontein
Flagship Store
Captain Morgan
Sponsorship of
the 2013 Oppi
Koppi Festival
PR Consultancy
Client
Sponsor
Eclipse Public
Relations
Brandhouse
Sun
Internation
al
Launch of
Magnum Pink
and Black
marcusbrewster
OLA Magnum
DM Events
Growing the
GIBB brand
Ogilvy Public
Relations
Johannesburg
RedStar
Communication
GIBB
Engineering
PEAR
National
Zoological
Gardens,
Pretoria
Innovative
glass
Crisis Management
Zoo Mamba
Internal
Communication
Communication
Excellence
delivers AgriIncubation
Production
Increase
Nokia Man of
Steel
Models &
Pageantry South
Africa
Launch of
Magnum Pink
and Black
Development
Communication
Solutions
Timbali
Technology
Incubator
Blue Apple
FleishmanHillard
SA
PR Worx
Nokia
marcusbrewster
Models &
Pageantry
South Africa
OLA Magnum
Bizcommuni
ty
Sappi
Nik Wallenda Skywire live
with Nik
Wallenda
FleishmanHillard
SA
Discovery
Networks
the
Carousel
Casino and
Entertainm
ent World
Launch of
Magnum Pink
and Black
marcusbrewster
OLA Magnum
Anglo
American
Media Relations
Publications
Social Media for Public
Relations (Best Use of
Social to Lead a
Programme)
Public Relations on a
Shoestring
Campaign of the Year
Apex Media
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Silver Awards
Category
PR Consultancy
Ogilvy Public
Relations
Johannesburg
Greater Than in
collaboration
with Made
Client
KFC South
Africa
Sponsor
Anglo
American
SportingbetSA
Anglo
American
PR Consultancy
Client
Sponsor
Dettol Global
Handwashing
Day
Consumer Public
Chappies Edible
Relations for an Existing Art
Product, Service or
Category
FleishmanHillard
SA
Reckitt
Benckiser
Mango
Plato and Ogilvy
Public Relations
Mondelez
The Maslow
Hotel
Launch of a New
Service, Product or
Category
Stimorol
Sensations
Plato
Communications
Mondelez
South Africa
Facebox
Technology
EMC Public
Relations
Redline
EMC Southern
Africa
Upstage
Productions
Sponsorship
Sanlam
Atmosphere
Communications
Sanlam
Sun
Foodwinedesig Internation
n Fair
al
Best Use of an Event to
Build / Change
Reputation (Event
Management)
United Against
Malaria
RedStar
Communication
United Against
Malaria
DM Events
Corporate
Communication
Mango
RedStar
Communication
Mango
PEAR
Campaign of the Year
Campaign of the Year
Campaign
Faces of Hope
KFC
Sporting Best
SA#Be The Stud
Bronze Awards
Category
Campaign
Sectors
Community Relations
Practices
Page 7 of 11
Bronze Awards
Category
Internal
Communication
Campaign
Chappies
Internal Drive
PR Consultancy
Plato
Communications
Client
Mondelez
South Africa
Sponsor
Blue Apple
Media Relations
Rocking the
Daisies Music
and Lifestyle
Festival 2013
UFS
Undergraduate
recruitment
"Learners
become leaders
at Kovsies.
Know it.
Become one of
us."
Man of Steel
Voice Factory
Communications
Rocking the
Daisies
Bizcommuni
ty
Brandwealth
University of
the Free State
(UFS)
Sappi
FleishmanHillard
SA
Nokia
Apex Media
Mango Ballet
RedStar
Communication
Mango
The
Carousel
Casino and
Entertainm
ent World
Publications
Social Media for Public
Relations (Best Use of
Social to Lead a
Programme)
Public Relations on a
Shoestring
PRISM Sponsors include Afroflame, Anglo American, Apex Media, Bizcommunity, Blue
Apple, Burlington Data Print, DDI Africa, DM Events, Facebox, Innovative glass, Mango,
Paper Packaging Place, Pear Factor, Sun International, The Carousel Casino and
Entertainment World, The Maslow Hotel, The Organic Planet, Upstage Productions,
University of the Free State and Zoom Photography.
ENDS
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Photos
Chief PRISM Judge Marilyn Watson
Johanna McDowell – one of the PRISM Judges
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The Whoppers arrival – and his visits to iconic Cape Town sites – were capture through
videos and photography and seeded with bloggers, on social media and scoops where given
to celebrity media
Atmosphere Communications researched the consumer media agenda and picked up that a
recurring trend was that the target audience has a strong affinity with local and
international celebrities. Pictured here is radio and TV presenter Phat Joe.
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Now in its 17th year, the PRISM Awards are presented to public relations and
communication professionals who have successfully incorporated strategy, creativity and
professionalism into public relations and communication programmes and strategies that
showcase a successful public relations campaign.
Anyone can enter – business enterprises, associations, private institutions and government
bodies are all eligible. For more information on the Awards, contact to be confirmed from
PRISA on 011 326-1262 or e-mail to be confirmed. Website: www.theprismawards.co.za
Issued by:
CVLC
Date Issued:
6 April 2014
Contact Person:
Catherine Larkin
Telephone:
(011) 789-7327 / 083 300 0331
Fax:
(011) 787-7865
E-mail:
catherine@cvlc.co.za
Postal Address:
P O Box 44945, Linden, 2104, South Africa
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