Gold also went to Greater Than's Tyrone van Heerden (@tyronevh) and Leandi Jamneck (@LeandiJamneck), the former for Best PR Professional in Media Liaison and the latter for Best Up-and-coming PR Professional.
Out of 166 entrants, the "Not the World Cup" campaign was judged to be topical, entertaining and - above all - valuable for the client. It took advantage not only of the massively popular FIFA World Cup but of the public's perception of FIFA's "heavy-handedness" in protecting its sponsors' rights, as well as the media's ongoing reports of collusion in the airline industry.
Media talking point
Ticket sales were boosted and the brand became a media talking point. Atmosphere's combination of media relations, two once-off advertisements and what it terms a "very affordable publicity stunt in London", secured 332 items of coverage for kulula.com in South Africa and internationally.
"The value of coverage Atmosphere generated with this campaign is over R8.6 million," comments Bridget von Holdt, PRISM Awards spokesperson. "On top of that, 50 000 extra seats were filled on the airline. The Gold Award was earned in this case by a company that ticked all the boxes when it comes to excellence in communication. Congratulations to Atmosphere and those involved in what we saw as a truly remarkable campaign.
"Atmosphere's campaign met all the criteria the PRISM judges look for in benchmark work. It was clear that Atmosphere was paying attention to public talking points throughout the campaign. Its use of humour across a variety of channels served not only to communicate kulula.com's message of cheap flight availability throughout the world cup, but to keep the brand top of mind among all South Africans. That's public relations and communication at its best," adds Von Holdt.
"We have every confidence that Atmosphere's campaign will fly at IPRA, too. The standard of entries seen by the PRISM judges can hold their own anywhere."
View Atmosphere's "Not the World Cup" campaign entry summary.
All the winners, except individual
| Award | Category | Consultancy/company | Campaign | Client | Category sponsor |
|---|---|---|---|---|---|
| Gold | NGO campaign | On Course Communications | Cape Town International Kite Festival 2010 | Cape Mental Health | Anglo American |
| Silver | NGO campaign | Atmosphere Communications | Shine Centre Media Relations | Shine Centre | Anglo American |
| Bronze | NGO campaign | Rotary International District 9350 | Kick Polio out of Africa | Rotary International | Anglo American |
| Silver | Corporate Social Responsibility | Ogilvy Public Relations Cape Town | Percy Bartley House | Percy Bartley House | Viv Gordon Placements |
| Bronze | Corporate Social Responsibility | PR Worx | Anglo American CSI | Anglo American | Viv Gordon Placements |
| Bronze | Corporate Social Responsibility | Traffic Communications | Lance for Life Tour 2010 | The JAG Foundation | Viv Gordon Placements |
| Silver | Crisis Communication | Development Communication Solutions | Limpopo Jewellery Cluster: from crisis to credibility | Limpopo Jewellery Cluster | Metrorail |
| Silver | Crisis Communication | PR Worx | Zakumi, FIFA World Cup™ Mascot Crisis | Global Brands Group | Metrorail |
| Gold | Media Relations | Gautrain Management Agency/Bombela Concession Company | Dreams do come true | ||
| Gold | Media Relations | Ogilvy Public Relations Cape Town | Goodbye bottles, hello Sodastream | Sodastream | |
| Gold | Media Relations | The Lime Envelope | rAge: Traditional media relations for a 21st century expo | Wild Blue Media t/a rAge | AdVantage |
| Silver | Media Relations | Atmosphere Communications | ghd Media Relations Campaign | ghd South Africa | AdVantage |
| Silver | Media Relations | City of Cape Town Communication Department | Overall media communication 2010 | City of Cape Town | AdVantage |
| Silver | Media Relations | FD Media & Investor Relations | kalahari.net Festive Season Shopping Survey | kalahari.net | AdVantage |
| Silver | Media Relations | Marcus Brewster Publicity | Bar One Man Hunt | Nestlé | |
| Silver | Media Relations | Marcus Brewster Publicity | Johns Hopkins Health & Education South Africa - Intersexions | Johns Hopkins Health & Education South Africa | AdVantage |
| Silver | Media Relations | McCann MSP | 8.ta Internal Launch | Telkom SA - 8.ta | AdVantage |
| Silver | Media Relations | Ogilvy Public Relations Cape Town | Sunday Times - Zulu Edition | Sunday Times | AdVantage |
| Silver | Media Relations | PR Worx | Anglo American CSI | Anglo American | AdVantage |
| Bronze | Media Relations | Chatroom | SolarWorld Sun-TV Campaign | SolarWorld Africa | AdVantage |
| Bronze | Media Relations | Livewired Public Relations | Powering Awareness for Braun | Fore Good Group | AdVantage |
| Bronze | Media Relations | MM Communications cc | Kalahari Resources Hijacking on CIPRO | Kalahari Resources & Kalahari Manganese | AdVantage |
| Bronze | Media Relations | Ogilvy Public Relations Cape Town | Stellenbosch University - Water Institute | Stellenbosch University | AdVantage |
| Bronze | Media Relations | Ogilvy Public Relations Cape Town | Stellenbosch University - The Hope Project (Repositioning) | Stellenbosch University | AdVantage |
| Bronze | Media Relations | The Riverbed Agency | SacOil Profiling | SacOil (Pty) Ltd | AdVantage |
| Gold | Corporate Communication | Marcus Brewster Publicity | Mango Corporate Communication | Mango | FinMedia24 |
| Silver | Corporate Communication | FD Media & Investor Relations | brandhouse Responsible Drinking Campaign | brandhouse | FinMedia24 |
| Bronze | Corporate Communication | Reputation Matters | Corporate Communication and public relations campaign for Collect-a-Can | Collect-a-Can | FinMedia24 |
| Gold | Launch of a new product | Marcus Brewster Publicity | MTN iPhone4 Launch | MTN | |
| Gold | Launch of a new product | Traffic Communications | Launch of Women's Health Magazine in South Africa | Touchline Media | |
| Silver | Launch of a new product | Fleishman-Hillard South Africa | Launch of Kinect for Xbox 360 | Microsoft South Africa | |
| Silver | Launch of a new product | Magna Carta Public Relations | Credit Card for Women (MyCard) | Standard Bank SA | |
| Bronze | Launch of a new product | The Alchemist PR | Panasonic SA Home-Coming | Panasonic South Africa | |
| Bronze | Launch of a new product | Ogilvy Public Relations Cape Town | Sunday Times - Zulu Edition | Sunday Times | |
| Silver | Launch of a new service | Marcus Brewster Publicity | Bringing a new solar energy service to market | Solairedirect Southern Africa | |
| Bronze | Launch of a new service | City of Cape Town Transport Department | Cape Town's 2010 FIFA World CupTM Transport Communication Campaign | ||
| Bronze | Launch of a new service | Gautrain Management Agency | Bombela Concession Company | Dreams do come true | ||
| Gold | Consumer public relations for an existing product | Atmosphere Communications | ghd Public Relations Campaign | ghd South Africa | |
| Gold | Consumer public relations for an existing product | Livewired Public Relations | Duracell South Africa, The Power to Break World Records | Fore Good Group | |
| Gold | Consumer public relations for an existing product | Marcus Brewster Publicity | Kelly Rowland: "Everywhere you go" | MTN | |
| Gold | Consumer public relations for an existing product | Traffic Communications | Veuve Clicquot champagne Yellow by Design | Veuve Clicquot | |
| Silver | Consumer public relations for an existing product | Atmosphere Communications | Softlips Stylist Search | Mentholatum South Africa | |
| Silver | Consumer public relations for an existing product | Hello World Agency | Simba "What's Your Lekker Flavour?" | Simba | |
| Silver | Consumer public relations for an existing product | Marcus Brewster Publicity | Taking Castle Lite Everywhere | SAB Castle Lite | |
| Silver | Consumer public relations for an existing product | Plato Communications (Cadbury/Kraftfood In-house Public Relations Department) | Stimorol "Flavas that Last" | Cadbury South Africa/Kraft Foods South Africa | |
| Silver | Consumer public relations for an existing product | Vivid Luxury Marketing | Belvedere Vodka | Belvedere Vodka South Africa | |
| Bronze | Consumer public relations for an existing product | Magna Carta Public Relations | Standard Bank: Savings & Investments 2010 | Standard Bank SA | |
| Bronze | Consumer public relations for an existing product | Magna Carta Public Relations | The Captain Morgan Spiced Gold Pose Off | Captain Morgan Spiced Gold (Brandhouse) | |
| Bronze | Consumer public relations for an existing product | Plato Communications (Cadbury/Kraftfood In-house Public Relations Department) | Cadbury Dairy Milk - Glass and a half full Productions | Cadbury South Africa | |
| Gold | Consumer public relations for an existing service | Tribeca Public Relations | FNB Whisky Live Festival Public Relations Campaign 2010 | First National Bank | |
| Gold | e-Public Relations/Social Media | Atmosphere Communications | Steri Stumpie Flavournation | Steri Stumpie/Parmalat SA (Pty) Ltd | Mobilitrix |
| Gold | e-Public Relations/Social Media | Marcus Brewster Publicity | Mango Social Media | Mango | Mobilitrix |
| Gold | e-Public Relations/Social Media | Retroviral Digital Communications | Nando's: Introducing our CEO (Chicken Excellence Officer) | Nando's South Africa | Mobilitrix |
| Silver | e-Public Relations/Social Media | Atmosphere Communications | Softlips Stylista Search | Mentholatum South Africa | Mobilitrix |
| Silver | e-Public Relations/Social Media | Atmosphere Communications | Sanlam Employee Benefits Save Your Future | Sanlam Employee Benefits | Mobilitrix |
| Silver | e-Public Relations/Social Media | Fleishman-Hillard South Africa | Introducing the Nokia N8 | Nokia South Africa | Mobilitrix |
| Silver | e-Public Relations/Social Media | Gautrain Management Agency | Gautrain Social Media | Mobilitrix | |
| Silver | e-Public Relations/Social Media | Gillian Gamsy International Communications | I choose to Live | Novo Nordisk A/A | Mobilitrix |
| Gold | Public relations on a shoestring | Atmosphere Communications | Floors Direct with a focus on the Kronotex Range | Floors Direct | |
| Gold | Public relations on a shoestring | Greater Than | The Pedigree® Ahound South Africa Tour | Mars Africa - Pedigree® | |
| Silver | Public relations on a shoestring | Atmosphere Communications | Scotland from Home | brandhouse Beverages | |
| Silver | Public relations on a shoestring | Marcus Brewster Publicity | Neo Africa Sing it Loud, Sing it Proud | Neo Africa | |
| Silver | Public relations on a shoestring | On Course Communications | Cape Town International Kite Festival 2010 | Cape Mental Health | |
| Silver | Public relations on a shoestring | PR Worx | John Travolta Supports Qantas Socceroos | Qantas Airways | |
| Bronze | Public relations on a shoestring | Chatroom | The Cape Cobra story | Cape Cobra | |
| Bronze | Public relations on a shoestring | Magna Carta Public Relations | Build-a-Bear Workshop Soccer Fever Campaign | Build-a-Bear Workshop | |
| Bronze | Public relations on a shoestring | Magna Carta Public Relations | Launch of the Oxford IsiZulu Dictionary | Oxford University Press SA | |
| Bronze | Public relations on a shoestring | Ogilvy Public Relations Cape Town | Goodbye bottles, hello Sodastream | Sodastream | |
| Silver | Internal Communication | University of Pretoria | University of Pretoria Spring Day | University of Pretoria | |
| Bronze | Internal Communication | ABSA | Driving strategic execution through effective employee engagement | ||
| Bronze | Internal Communication | Liberty Group Communications | Liberty Game Plan 2010 | ||
| Silver | Public Affairs | The Alchemist PR | Yes to Renewables | South African Wind Energy Association | |
| Silver | Public Sector | City of Cape Town Transport Department | Moving to Public Transport | Oasys Innovations | |
| Silver | Public Sector | Gautrain Management Agency | For People on the Move | Oasys Innovations | |
| Silver | Public Sector | Ogilvy Public Relations Cape Town | Stellenbosch University - The Hope Project (Repositioning) | Stellenbosch University | Oasys Innovations |
| Silver | Public Sector | Ogilvy Public Relations Cape Town | LexisNexis: Annual Labour Law Conference | LexisNexis | Oasys Innovations |
| Gold | Financial services and investor relations | Atmosphere Communications | SEB Symposium, general media relations and supporting consumer campaign | Sanlam Employee Benefits | CIMA |
| Silver | Healthcare | Redline - a division of DraftFCB South Africa | Pradaxa Launch | Boehringer Ingelheim | |
| Gold | Event Management | At Vogue Communications Agency | The Walking Dead | Fox International Channels | AV Direct CC |
| Silver | Event Management | Marcus Brewster Publicity | KitKat Comedy | Nestlé - KitKat | AV Direct CC |
| Silver | Event Management | McCann MSP | 8.ta Internal Launch | Telkom SA - 8.ta | AV Direct CC |
| Gold | Technology | Atmosphere Communications | MWEB - Uncapped ADSL | MWEB | Spearhead |
| Bronze | Technology | Greater Than | Beyond Uncapped | MWEB | Spearhead |
| Bronze | Technology | Sentient Communications | Teraco: Vendor Neutral Quality Particular | Teraco Data Environments | Spearhead |
| Silver | Travel & Tourism | City of Cape Town Transport Department | Cape Town's 2010 FIFA World CupTM Transport Communication Campaign | Pepenero | |
| Silver | Sponsorship | Arcay Communications | McDonald's 2010 FIFA World Cup™ Media Relations campaign | McDonald's South Africa | |
| Bronze | Sponsorship | Fleishman-Hillard South Africa | First National Bank - 2010 FIFA World Cup™ Sponsorship | First National Bank | |
| Gold | Publications | Ogilvy Public Relations Cape Town | Weylandts Newsletter | Weylandts (Pty) Ltd | Marketing Services and Communications |
| Silver | Publications | Marcus Brewster Publicity | Mango Juice | Mango | Marketing Services and Communications |
| Gold | Environmental | Ogilvy Public Relations Cape Town | Stellenbosch University - Water Institute | Stellenbosch University | |
| Silver | Environmental | Gillian Gamsy International Communications | Clean City Campaign | PikiTup - City of Joburg's Waste Management Company | |
| Silver | Environmental | Malachite Marketing and Media | South African Risk and Vulnerability Atlas | CSIR | |
| Bronze | Business-to-business | Marcus Brewster Publicity | Rezidor Hotel Group Business Development | Rezidor Hotel Group | GetOnlineSA |
| Bronze | Business-to-business | Sentient Communications | GSM Association 'Mobile Broadband' campaign - AfricaCom | GSM Association | GetOnlineSA |
| Gold - overall winner | Soccer World Cup Campaign | Atmosphere Communications | The 'Not The World Cup' Campaign | kulula.com | Airports Company South Africa |
| Gold | Soccer World Cup Campaign | Marcus Brewster Publicity | Kelly Rowland: "Everywhere you go" | MTN | Airports Company South Africa |
| Silver | Soccer World Cup Campaign | Marcus Brewster Publicity | Neo Africa Sing it Loud, Sing it Proud | Neo Africa | Airports Company South Africa |
| Silver | Soccer World Cup Campaign | Ogilvy Public Relations Johannesburg | Diski Dance | South African Tourism | Airports Company South Africa |
| Silver | Soccer World Cup Campaign | Plato Communications (Cadbury/Kraftfood In-house Public Relations Department) | Cadbury Lunch Bar - Laduma! | Cadbury South Africa | Airports Company South Africa |
| Silver | Soccer World Cup Campaign | PR Worx | John Travolta Supports Qantas Socceroos | Qantas Airways | Airports Company South Africa |
| Bronze | Soccer World Cup Campaign | Atmosphere Communications | V&A Waterfront World Cup Media Relations | V&A Waterfront | Airports Company South Africa |
| Bronze | Soccer World Cup Campaign | City of Cape Town Transport Department | Cape Town's 2010 FIFA World CupTM Transport Communication Campaign | Airports Company South Africa | |
| Bronze | Soccer World Cup Campaign | M&C Saatchi Sport and Entertainment | Coca-Cola's 2010 FIFA World Cup™ Campaign | The Coca-Cola Company | |
| Bronze | Soccer World Cup Campaign | Ogilvy Public Relations Johannesburg | Castle Lager SuperFans | South African Breweries | Airports Company South Africa |
| Bronze | Soccer World Cup Campaign | Platinum Public Relations | SPace: Currencies on Contemporary African Art | Kizo Art Gallery | Airports Company South Africa |
| Bronze | Soccer World Cup Campaign | Splash PR & Media Consultants | Puma Soccer World Cup campaign 2010 | PUMA | Airports Company South Africa |
Gold, Silver and Bronze winners added at 1.17pm at 25 March 2011.
