Buco, together with digital partners Algorithm and Mobiclicks, has secured a Bronze award at the 2025 Assegai Awards for its “Winter & DIY Audience Omni-Channel Campaign: Turning Moments into Measurable Footfall.” The win recognises the brand’s progress in data-driven creativity, smart targeting and measurable engagement across platforms.
Celebrating Impactful, Integrated Marketing
Hosted by the Direct Marketing Association of Southern Africa, the Assegai Awards honour integrated marketing campaigns that show strategic thinking, creative strength and proven results. Buco’s Bronze in the Special-Integrated Campaign category affirms the brand’s commitment to purposeful, insight-led marketing that reaches customers where they are.
A Campaign Built on Awareness and Measurable Footfall
The campaign marked a shift in Buco’s strategy. Instead of prioritising conversion, the focus moved to awareness, aiming to increase brand “mental availability” and drive more in-store visits. Mobiclicks’ “Mirrors” technology used AI to place video ads in relevant “DIY moments” on YouTube, reaching more than 640 000 unique users and generating over 1.5 million impressions.
This was supported by an “Open Web” execution that produced a 1.29 percent click-through rate, almost 13 times the standard benchmark. A location-based “Blis” strategy geofenced Buco and competitor stores, delivering a 1.02 percent CTR. Together, these elements created a trackable link between digital engagement and physical footfall.
Brand Leaders Applaud the Win
Buco’s Advertising and Digital Marketing Manager, Tumi Mphelo, says the campaign is aligned with the brand’s positioning. “Begin with Buco is more than a message. It’s a mindset. We want customers to see us as their trusted starting point for every build or DIY idea.”
Algorithm COO Ashley Watts called the award a testament to a long-standing partnership rooted in innovation. “With shared vision and strong collaboration, we can produce work that is both effective and award-worthy.”
Mobiclicks CEO Shaun Rosen noted the power of contextual placement and location intelligence. “We moved Buco from general awareness to meaningful impact. Engagement translated into real-world store visits.”
Buco Digital Marketing Manager Xaka Mthembu added that technology remains central to customer connection. “Through the Buco Go app and our digital tools, we’ve created a seamless journey that supports customers from planning to project completion.”
A Night of Industry Excellence
Winners were announced on Thursday, 13 November 2025, at the NH Hotel in Sandton. This year’s Assegai Awards once again celebrated campaigns that merge strategic clarity, creative quality and measurable results.
