Johannesburg, South Africa, 14 November 2025 - Buco, together with digital partners Algorithm and Mobiclicks, has proudly taken home a Bronze Assegai Award at the 2025 Assegai Awards, celebrating excellence in integrated marketing across South Africa.

Their “Winter & DIY Audience Omni-Channel Campaign: Turning Moments into Measurable Footfall” secured the Bronze award in the Special-Integrated Campaign category, recognising Buco’s commitment to customer relevance, data-led creativity, and strategic innovation. 

Hosted by the Direct Marketing Association of Southern Africa (DMASA), the Assegai Awards honour brands and agencies whose creative strategies deliver measurable results across digital, mobile, print, and broadcast platforms. Winning Bronze underscores Buco’s dedication to creating meaningful, insight-driven connections through omni-channel marketing, blending creativity, data and performance. 

The campaign shifted Buco’s marketing objective from immediate conversion to broad-based awareness, driving increased brand “mental availability” and boosting in-store footfall. Using Mobiclicks’ “Mirrors” technology, the campaign leveraged AI to contextually place video ads within “DIY moments” on YouTube, reaching over 640,000 unique users and generating more than 1.5 million impressions. This was paired with a high-impact “Open Web” execution that achieved a remarkable 1.29% CTR, nearly 13 times the benchmark  and a “Blis” location-based strategy that geofenced Buco and competitor stores, recording a 1.02% CTR. This integrated approach created clear, trackable links between digital engagement and real-world store visits. 

“Our Begin with Buco campaign is more than just a marketing message -  it’s a mindset. It speaks to our role as the trusted starting point for every build, renovation, or DIY dream. We’ve worked hard to position Buco as the go-to partner for both professionals and everyday home improvers. Strengthening brand awareness is key to ensuring that when South Africans think of building, they think Buco - a brand that stands for reliability, inspiration, and expertise from the ground up,”said Tumi Mphelo, Advertising and Digital Marketing Manager at Buco. 

“Not only do Algorithm and Buco have a long-standing relationship and partnership, but we share the same vision. Innovation forms a very important part of this, and with our expertise and the collaboration of the Buco Marketing team we have an ability to execute not only effective, but award-nominated work,” Ashley Watts, Chief Operations Officer, Algorithm 

“This recognition highlights what can happen when precision, innovation, and measurement come together. With Mobiclicks’ contextual and location intelligence solutions, we helped Algorithm move Buco from broad awareness to actionable impact - delivering audiences who were not only engaged, but who showed up in-store. It’s a powerful example of how relevance drives real retail outcomes,” said Shaun Rosen, CEO at Mobiclicks. 

“Technology plays a vital role in how we connect with customers today. Through platforms like the Buco Go app and our growing digital ecosystem, we’ve made it easier for customers to discover, plan, and complete their projects  - whether online or in-store. By integrating data-driven marketing tools, we’ve created a seamless and personalised journey that keeps the customer experience at the heart of everything we do,” Xaka Mthembu, Digital Marketing Manager,” Buco 

Winners were announced at the official Assegai Awards ceremony held on Thursday, 13 November 2025, at the NH Hotel in Sandton. The Assegai Awards continue to celebrate campaigns that merge breakthrough strategy, creative excellence and proven results.