Innovation and technology helped KFC and Ogilvy & Mather Johannesburg scoop the top prize at Saturday’s Loeries Awards at Durban’s International Convention Centre.

The brand and agency won the coveted Grand Prix Loeries Award for their SoundBite concept (see video below).

This new technological concept allowed KFC customers to listen to music through the palm of their hands, simply by pressing their elbows down on a design etched onto the table and linked to a technological device.

The concept also received two gold Loeries, but the Grand Prix was awarded in the applications, games and interactive tools category.

The Interactive Advertising Bureau (IAB) of South Africa applauded Ogilvy & Mather Johannesburg, saying its “excellent work provides a benchmark that the rest of the industry can aspire to”.

“We are especially excited as this award was handed out to an entrant in the digital and interactive category of the awards, proving again how quickly this space has matured in the local marketing context, and how it continues to set a high standard for the industry.”

IAB South Africa CEO Josephine Buys said award-winning campaigns advance the digital space, inspiring greater development for agencies, brands and media platforms. “We look forward to seeing what they achieve in the next Bookmark Awards.” — Fin24