05 Grand Prix
07 Beverages
09 Finance/Insurance/Government/ Corporate & Real Estate
11 Food & Grocery
13 Media/Entertainment/Travel & Leisure
14 Clothing/Cosmetics & Retail
15 Automotive
17 Best Use of a Small Budget Welcome to the 2013 Media Federation Awards. Congratulations to all our finalists and winners. (Up to $300,000) The purpose of the MFA Awards is to discover, It is not easy to develop an entry and it takes real celebrate and showcase the best work Australia’s courage to enter it into a program with such a 19 Best Strategic Launch Campaign media industry has produced. rigorous judging criteria and process backed by Enterprising work. Work that has shown a senior industry executives and clients. Regardless willingness to undertake new ventures of some of the result I hope you have grown from the 21 Best Integrated Media Campaign scope, complication and risk. Work that has experience. broken new ground. Work that has mastered I would also like to thank our sponsors for 23 Best Media Innovation new frontiers. Work that has shown the coming their support in 2013. This is a key pillar in the together of many stakeholders, galvanizing MFA program and allows us to deliver such great 25 Best Demonstration of Results around a break-through idea. And most value back to the industry with initiatives like importantly, work that has derived a superior ngen and 5+. 27 Best Application of Research long-term profit for the client. Last but certainly not least I would like to thank With the media market showing new sprouts of the amazing MFA Awards executive team whom I 28 IT & Consumer Durables growth and an industry that is embracing change have the pleasure of working with. Your passion, as a constant, it is great to see strong support contribution and smarts are second to none. Partnership Award again this year with 305 entries into Australia’s pre-eminent awards program. Best Wishes, 29 Pro-Bono/Cause Marketing This year we introduce two new awards, Incentive Marketing Team of the Year and Media Owner of Brett Dawson the Year, to acknowledge the critical contribution Chairman, Media Federation Awards ngen Award they make in award-winning work and the Managing Partner, Bohemia Group environment they create to achieve it. 30 Media Owner of the Year
31 Marketing Team of the Year
GroupM
GroupM Australia’s commander-in-chief, John John relocated to Hong Kong and was Steedman, has been in the advertising business for instrumental in the expansion of the Mindshare more than 40 years, having first joined McCann brand across the region, helping to set up 17 Erickson in 1971 as a dispatch boy and later moving Mindshare offices in 12 different markets. In 2005 into the media department. In 1973 he transferred he was promoted to the position of chairman and to Adelaide as media manager, where he worked chief executive of GroupM Asia Pacific, the largest on the prized Coca-Cola business. media investment management group in the Three years later John joined JWT as media region. After a brief break from the media business group head on the Kellogg’s business and was in 2009, John is now based in Sydney as the head promoted to media manager. In 1981 he took a of GroupM’s Australian operation. John has six-month sabbatical away from the industry led the resurgence of the group’s business and toured the USA and Europe. Later that over the past few years and this year he year he rejoined JWT as media director of the was named by AdNews as the second agency’s Melbourne operation, and in 1989 he was most powerful person in Australia’s appointed national media director and relocated advertising, media and marketing to Sydney. industry. Veteran ad man and industry John’s rise at the WPP agency continued. In leader, known widely just by the 1994 he was appointed JWT’s regional media nickname ‘Steady’, director and then, as media buying and planning he has two shifted away from inside creative agencies, he children, was appointed chief executive of Mindshare Asia Dylan and Pacific in 1997. Jess.
Stephanie Douglas-Neal ZenithOptimedia Lachlan Jones Foundation James Rowlings APN Outdoor Melanie Andrews MediaCom Paddy Douneen Mindshare Lauren Joyce Ensemble Brooke Rudzis News Australia Sales Meredith Ansoul MEC Ben Edmonds Ensemble Daniel King MediaCom Simon Rutherford Slingshot Media John Banks News Ian Edwards MEC Mark Krebs Powered By Nine Anathea Ruys Mindshare Mat Baxter UM Charmaine England Lion (National Foods) Andrew Lamb TMS Jeremy Sankey MediaCom Helen Black UM Sharb Farjami Mindshare James Ledger MediaCom Damon Scarr Yahoo!7 Paulette Bordignon MB3 Aimee Farrall Starcom MediaVest Group Grant LeQuesne MEC Brinja Schirmacher Starcom MediaVest Group Daniel Bradley UM Angela Feruglio PHD Kim Lion UM Caitlin Schuch Starcom MediaVest Group Nicole Bradsley Virgin Mobile Kerry Field Mindshare Andrew Livingston Initiative Jessica Scott RED Michael Branagh Powered By Nine Simon Flaxman Initiative Alicia Mack Virgin Mobile Dean Shell Kruse Media Leanne Brinkies ZenithOptimedia Paula Fletcher RED Sophie Madden Media Federation of Australia Paul Sigaloff Fairfax Media Sam Buchanan News Australia Sales Katherine Fraser UM Sari Mattila ASB Steve Sinha OMD Kristen Budd Ignite Media Brands Angela Garcia Starcom MediaVest Group Ilmira Maxutova OMD John Sintras Starcom MediaVest Group Stefan Burford UM Sunita Gloster AANA Kylie McBride News Australia Sales James Sneddon MediaCom Kurt Burnette Seven West Media Lisa Glover RED Barbara Messitt Initiative Amy Stafford Media Federation of Australia Paul Butler Val Morgan Debbie Govic Mindshare Matt Mills OMD Chris Stephenson PHD Rachael Butler Vodafone Matt Gower ZenithOptimedia Margaret Minero UM Debbie Stevens Universal McCann Chris Caley Starcom MediaVest Group Simon Grace UM Elizabeth Minogue Multi Channel Network Joanna Stevens Kramer Microsoft Christine Campbell Youth Of The Streets Greg Graham GroupM Charmaine Moldrich OMA Gabby Stewart ZenithOptimedia Stella Carnegie OMD Chris Greenwood News Australia Sales Monia Montefusco TMS Maria Stilin Mindshare Stu Carr Starcom MediaVest Group James Gregory Mi9 Rob Moore Roadshow Films Hamish Strahorn Starcom MediaVest Group Tania Caruso MEC John Grono Gap Research Carol Morris UN LTD Henry Tajer UM Rochelle Cass Slingshot Media Michelle Guest RED Jo Moses RED Michele Teague Metcash Food & Grocery Ciaran Challis ZenithOptimedia Kate Gunby OMD Barry Mowszowki OMD Sam Turley Mindshare Richard Chataway UM Stewart Gurney PHD Andrew Mudgway Initiative Rebecca Twist MEC Chris Christofi Bohemia Group Toby Hack PHD Melissa Mullins UM Sharon Van Geelen Mindshare Esther Clerehan Clerehan David Haddad UM Tony Newby MEC Chris Vance Starcom MediaVest Group Malcom Connor UM Karen Halligan Slingshot Media Louise Nicholls JCDecaux Linda Varney SBS Media Michael Cook Suncorp David Hearn UM Georgie Nichols OMD Essie Wake JCDecaux Martin Cowie OMD James Hier MEC Geoff Noonan APN Outdoor Simon Wake IPSOS Andrew Cox Meat & Livestock Australia Rachel Higgins MediaCom Lisa Overall Slingshot Media Helen Walker OMD Mark Coad PHD Jonathan Hopkins MCM Media Robin Parkes MPA Caleb Watson Starcom MediaVest Group Ian Czencz Match Gideon Hornung OMD Ian Perrin ZenithOptimedia Katy Websdell MediaCom David Dalgarno Starcom MediaVest Group Mary Huges DWA James Perry Gorilla Nation Patrick Whitnall Starcom MediaVest Group Simone Dalla Riva Pacific Magazines Mitch Hunter Bohemia Group Monique Perry Nielsen Sandra Wiles TMS Rebecca Darley Ikea Virginia Hyland Hyland Media Katie Rigg-Smith Mindshare Taylor Wolf MB3 Laura Davey Starcom MediaVest Group Daniel Isaac PHD Jodie Rochetich NAB Janine Wood APN Outdoor Nicola Davey PHD Fiona Johnston MediaCom Annabelle Rogers OMD Heath Wooster Starcom MediaVest Group Brett Dawson Bohemia Group Naomi Johnston MediaCom Nikki Rooke Seven Network Chelsea Wymer Fairfax Media Caroline Doran Paykel Media Ilona Jonashvili Mindshare Kelly Rose Vodafone Ross Dougall Ikon Communications Gareth Jones Multi Channel Network Adam Ross Mindshare
Agency: Initiative Campaign: ‘Help Me Choose’ Client: Hyundai, Kia Collaborating Partner: Innocean
“What a brilliant piece of work. A revealing behavioural insight that focused on the consideration phase of purchasing a car unearthed a content opportunity that would not only help people !nd the right car for them but also solve a signi!cant client problem. In an act of bravery the team set out to seize this opportunity with a branded utility that featured branded product, and also competitors. Execution focused exclusively with the market-leading media owner securing valuable real-estate on the home page and the result was truly a win-win for both the client, media owner and the consumer.”
Judges’ comments
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Objectives to !t their lifestyle using a manageable number of Results criteria. It built from scratch a new search tool that Hyundai and Kia struggled to move from brand could !nd the right car for the consumer’s needs The audience goal of getting on 10,000 new awareness to being on people’s active car according to just four key dimensions. This made consideration lists each month was reached and consideration list. Initiative decided to create a the choosing process intuitive, easy and user- surpassed, with the tool now hitting 30,000. Each whole new way of !nding the right car and, at the friendly, and also made sure that when Hyundai or user spent an average of !ve minutes using the tool, same time, establish a strong presence for both car Kia were relevant, they featured at the top of the which amounted to one million minutes spent on brands. The objectives were to increase the number search results page. Initiative enlisted car classi!eds ‘Help Me Choose’. The two car brands come up on of consideration sets for both Kia and Hyundai, the market leader Carsales.com.au, which implemented 82% of those consideration lists, embedding them number of leads generated for dealer networks and the ‘Help Me Choose’ tool on its homepage. It used as a viable choice in buyers’ purchase journeys. to reduce the cost per lead. promotional strategies across the website to drive Before the campaign, 5.66% of Carsales leads went awareness and trial of the new tool. It also ran to Hyundai or Kia but after its launch this doubled Campaign editorial pieces written and published through the to 11.44%. The cost per acquisition for ‘Help Me Carsales network, supporting the campaign, along Choose’ was 18% lower than the average for all The agency set out to reinvent the way people !nd with multiple eDMs. digital campaigns. the right car for them by helping them choose a car
Agency: PHD Campaign: ‘Gatorade: Turning Cricket Athleticism into Business Success’ Client: PepsiCo Australia Collaborating Partner: DDB Sydney
Agency: Ikon Communications Campaign: ‘Coca-Cola: Share a “A ground-breaking entry with a Coke & a Song’ refreshing insight. Client: Coca-Cola Australia The strate!y thread Collaborating Partners: Host, right through to Naked, Wunderman, One Green execution and Bean delivered strong results.”
Agency: Match Media Judges’ comments Campaign: ‘Wild Turkey – The Turkey 10’ Client: Campari Australia
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Objectives of the Australian cricket team as proof of their ensured Gatorade remained salient across the athleticism, and amplify Gatorade on the field season in different markets for different games. Gatorade has been a partner with Cricket Australia of play to demonstrate how the product fuels Working with Nine, PHD negotiated an in-match for eight years but the sponsorship had stalled. cricketing athletes. The agency partnered with drinks break where Gatorade was actually given Stagnant brand metrics and declining purchase Channel Nine and in particular the specific to players in real-time, while in-ground signage, intent meant that PHD had to find a new way to programs of the Today Show, Cricket Show and locker room branding and a giant inflatable reinvigorate the partnership. Gatorade needed to Wide World of Sport. It gave Nine unprecedented Gatorade bottle on the field all helped to further find its own own-able territory that was rooted access to training footage as well as the cement the brand’s presence. in real insight, that meant the brand could have a opportunity to leverage Cricket Australia coaches differentiated and clear role within cricket. and nutritionists. Each program had a bespoke Results piece of interlinked content created for it and the Campaign approach was extended into a partnership with Following the campaign 90% of cricket fans said Men’s Health magazine. Editorial around cricket they now believed that cricket players were indeed PHD used the insight that Australians don’t see players training schedules, tips, advice and athletes and, despite the reduced investment, cricket players as real athletes. Its aim was to exclusive footage accessed via Genie technology Gatorade’s sponsorship awareness increased up to prove to consumers that cricket players were created credible evidence of the hard work 65%. The brand’s purchase intent score improved in fact athletes and their athletic prowess was that goes into a cricket player’s training. The 6% from pre-cricket campaign levels, claimed enhanced on the field by Gatorade. PHD’s campaign was also expanded into outdoor where consumption increased by 3% and it increased its strategy was to leverage the training journey a ‘proximity to sweaty environments’ strategy buyer base to 6.8% of Australian households.
Agency: MediaCom Campaign: ë House Partyí Client: NSW Government Collaborating Partner: Mi9
Agency: PHD Campaign: ë How ë Support Team Storiesí Meant Game, Set and Match for ANZí Client: ANZ Collaborating Partners: Gemba, Octagon ì A very impactful and modern Agency: UM approach to a tough brief. A Campaign: ë My QuitBuddyí brave execution Client: Australian National and brave decision Preventive Health Agency from the client Collaborating Partner: The which produced Project Factory great results.î
Judgesí comments
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Objectives Results ë Enter the Partyí and based its whole campaign Hepatitis C is often misunderstood as only a online. It started an immersive virtual party Around 27% of the NSW 18 to 24- year- olds agreed concern for junkies and those who associate and used online media and messaging to invite with the statement that ë hepatitis C is relevant with dirty needles. A key audience that had a and tempt its audience to take part. MediaCom to meí after the activity compared to 5% before. misconception around the disease was 18 to partnered with Mi9 to deliver the most added There were more than 1.3 million party exposures 24- year- olds, so MediaCom needed to change their value and its media inventory and advertorials culminating with a total of 18 days of partying. attitude. It had a budget of just $200,000 to work all pushed to the main part of the campaign at Just over half of those people went back to the with and needed to relate its message to occasions Entertheparty.com.au. A realistic and appealing party for a second time. The campaign reached where hepatitis C is contracted. virtual party, with music and locations closely a wide audience and its specific messages stuck, matched to real- life parties, was staged with with 69% of young people exposed to the party Campaign integration with Facebook. Users were faced reporting being more informed of the specific with decisions and in this environment the key factors to contracting the disease. MediaCom targeted parties as these were the message about Hepatitis C was delivered. People times and places where young people were most were invited to the party through Mi9í s media at risk of hepatitis C. The agency created network, banner ads and video content.
Agency: MEC Campaign: ë Tim Tamí Client: Arnottí s Collaborating Partner: DDB
Agency: Mindshare Campaign: ë Ben & Jerryí s Sundae Sessionsí Client: Unilever
Agency: UM Campaign: ë The Lambnesia Epidemicí Client: Meat & Livestock Australia ì A big idea Collaborating Partners: BMF, founded on a strong insight Hausman, Connect that recognised the heritage of Agency: UM the brand. A Campaign: ë McDonaldí s Gets great integration Grilledí across digital to Client: McDonaldí s drive a strong increase in sales.î Collaborating Partner: WTFN Judgesí comments
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Objectives Genie ë Wishesí TVCs of the past, revisiting the and Google ads. Attendees checked- in, shared concept of the magical component of the brand. pictures, tweeted and ate Tim Tams, while 19 The relationship between Tim Tam and consumers The agency asked Tim Tamí s fans to complete the bloggers posted content about the Orchard event. was changing, as the brand was continually on sentence ë I wish Tim Tam biscuits wouldÖ í on its The campaign culminated in the 1,570 TVCs which special at retailers and renowned for standard Facebook page and was looking for a response featured on YouTube, and one of these was made 30- second TV spots. Tim Tam was heading that was video- friendly, social and experiential. into a brand spot. towards becoming just a biscuit so MECí s task was In one reply a fan said he wished that Tim Tamí s rekindling the special place that Tim Tam held grew on trees ñ from that came the ë Tim Tam Results with consumers. The objectives were to generate Orchardí campaign. MEC created an innovative an uplift in sales of 2% year- on- year, increase ad mechanic that combined TV and social media. It A baseline sales uplift of 23% over the campaign awareness and shortlisting by 5%, and get the included 1,570 TV ads and a series of mysterious period was achieved while 475,000 views were brandí s Facebook fans up to 25,000 and views on Facebook posts detailing a special event held garnered on YouTube with an average time its YouTube channel to 100,000. at Martin Place. The brand asked its fans if they spent of six minutes. PR coverage was reached ë wishedí to be in the new Tim Tam ad and so got across broadcast and print media, Tim Tam was Campaign its target audience engaged with the campaign. trending all day on Twitter and 120,875 people A Tim Tam tree was staged and attendance to its were reached from the bloggers program. Just over MEC decided to hark back to Tim Tamí s famous unveiling was driven by geo- targeted Facebook 55,000 new fans on Facebook were also signed up.
Agency: MEC Campaign: ‘Horrorific Results’ Client: Paramount Pictures Collaborating Partner: Snakk Media
Agency: MEC Campaign: ‘Getting Fans Out of the Closet and into the Cinema’ Client: Transmission Films
Agency: UM “A really clever, strong Campaign: ‘Build Your Bucket List’ and articulate entry Client: South African Tourism which demonstrated Collaborating Partners: Reprise, fresh and original Pixolut thinking. The entrant clearly understood their audience and was able to Agency: UM engage them and deliver Campaign: ‘Fast Front Pages’ tangible results.” Client: News Corp Judges’ comments Collaborating Partner: JC Decaux
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Objectives it tied in with the popular practice of pranking, allowed a lower layer of paid ad placements and employing social media. The agency set out sponsorships on the most popular mobile sites and In the lead-up to the fourth Paranormal Activity to recreate the scariest moment of the film by apps that could be amplified through sharing. film, the series was suffering from franchise infiltrating the target audience’s most intimate fatigue. Australian cinema audiences have a media touch point, their mobile phone, by using Results very limited appetite for horror films, and global SMS. A ‘life-like’ SMS was sent out, which was an forecasts for Paranormal Activity 4 were indicating auto-expanding ad on mobile sites and apps. Sent This mobile-focused campaign smashed all a 15% decrease. Nevertheless, Paramount Pictures out only between 8pm and 4am, it was designed benchmarks and revived interest in the film set an Australian box office target the same as the to come from the film’s main character, Katie franchise. Close to two million prank text previous film. To reinvigorate the franchise, MEC Strider, preying on people’s inquisitiveness. messages were delivered, with a 34.6% click- needed a dramatically different approach. The Tapping on the message activated a video clip of through rate and 622,800 people watching the target was to beat 93,000 views of its video trailer the most terrifying CCTV scenes from the film. video. Of those that watched the video 47,576 then and to get its audience to participate. Once the video finished a splash page appeared, shared it with friends, which created a further inviting the user to share the same experience 61,135 views. The total of 683,935 views was Campaign with friends and to watch the full movie trailer. To seven times more than the objective of 93,000. maximise the sharing users could also prank their Paranormal Activity 4 exceeded its box office With a small media budget, MEC had to get 15 to friends using Facebook and Twitter. Mobile led target by 4% in Australia and attracted many first- 24-year-olds talking about the movie. To do this this campaign with 20% of the total budget. This time viewers to the franchise.
Agency: MEC Campaign: ë When Fans Become Famousí Client: Henkel Australia
Agency: Slingshot Digital Campaign: ë The Muffin Break Great Bake Sale: Baking For Loveí Client: Muffin Break
Agency: UM ì This entry is a Campaign: ë The Worldí s Longest solid benchmark Catwalkí of how rallying creative, social Client: ECCO and technolo!y Collaborating Partners: can deliver a result Ensemble, Reprise, Airborne, Zing that challenges convention.î
Judgesí comments
Objectives Campaign recognition and the reviews authenticity. The highly targeted nature of these social beauty environments Brilliance had only a 8% market share in the The strate!y was based around the insight that encouraged further product discussion. All hair colouring category, so it struggled for both one of womení s top beauty fears is colouring their tra#c from the banners was directed to the site share of shelf and share of mind. It had suffered hair at home, and they trust the advice of their Beautyheaven, where readers were encouraged declining sales since 2011. Research revealed that peers. The idea was to get real consumers writing to write reviews. Behavioral targeting was used to ití s the most highly recommended hair colour at about real experiences. Schwarzkopf activated its expose the consumers who showed interest for hair 93% but it lacked an emotional connection that considerable community of more than 75,000 fans colour in the last 28 days, the average buying cycle. would cut through and convert new users. MECí s on Facebook and encouraged them to write reviews challenge was to reverse this sales decline and for the brand. These reviews were then placed across Results deliver a 2% increase in market share over the beauty verticals like Dolly and Lifestyle, but in a quarter year- on- year. It also had to raise sales di"erent way, where all existing display banners were There were more than 4.4 million unique impressions 5% over the campaign period. The category was replaced with rich media banners that automatically received by users in the target audience and Brilliance stagnant, so to meet its objectives the agency pulled the approved reviews in as copy. The content attained more than 210,00 viral impressions of needed to switch current hair colour users from changed dynamically as new ones were written, recommendations in beauty locations away from Brillianceí s competitors. The challenge was creating the impression of a ë liveí conversation. The Facebook. The number of positive reviews increased converting this advocacy into sales. authors were credited within the ads, giving the fans and sales went up 13.4% year- on- year.
Agency: Initiative Campaign: ë Help Me Chooseí Client: Hyundai & Kia Collaborating Partner: Innocean
Agency: MEC Campaign: ë The Aussie Spiní Client: Mitsubishi
Agency: TMS Campaign: ë Toyota Leaves a Trail ì A unique entry of Goodwill Through Landcruiser that was well Countryí written around a strong idea. Client: Toyota Motor Corporation It was targeted, Australia broke new Collaborating Partners: Saatchi & ground and had Saatchi, SMG Red, Red Engine strong results. There was real beauty in its simplicity. It generated a ë I wish I had thought of that reactioní .î Judgesí comments
Objectives the right car for them by helping them choose a Results car to !t their lifestyle using a manageable number Last year Hyundai and Kia struggled to get from of criteria. Drawing on Dutch research, it built The audience goal of getting on 10,000 new brand awareness to being on peopleí s active from scratch a new search tool that could !nd the consideration lists each month was reached and consideration list. They faced similar barriers right car for the consumerí s needs according to surpassed, with the tool now hitting 30,000. around quality and reliability, and had similar just four key dimensions. This made the choosing Each user spent an average of five minutes using strengths in value and price, so Initiative decided process intuitive, easy and user- friendly, and also the tool, which amounted to one million minutes to create a whole new way of finding the right made sure that when Hyundai or Kia were relevant, spent on ë Help Me Chooseí . The two car brands car and establish a strong presence for both they featured at the top of the search results page. come up on 82% of those consideration lists, car brands. The objectives were to increase the Initiative enlisted car classi!eds market leader embedding them as a viable choice in buyersí number of consideration sets for both Kia and Carsales.com.au, which implemented the ë Help Me purchase journeys. Before the campaign, 5.66% Hyundai, the number of leads generated for dealer Chooseí tool on its homepage. It used promotional of Carsales leads went to Hyundai or Kia but after networks and to reduce the cost per lead. strategies across the website to drive awareness its launch this doubled to 11.44%. The cost per and trial of the new tool. It also ran editorial acquisition for ë Help Me Chooseí was 18% lower Campaign pieces written and published through the Carsales than the average for all digital campaigns. network, supporting the campaign, along with The agency set out to reinvent the way people !nd multiple eDMs.
Agency: Naked Communications Campaign: ‘How to Launch a “A strate!y Business While Sitting on the in genuine Toilet’ jeopardy, executed Client: Who Gives a Crap rapidly with a Collaborating Partner: Run bunch of smart Forrest imagination and heart.” Judges’ comments Agency: MediaCom Campaign: ‘Give Music Generator – Unwrapping the Gift of Giving Music’ Client: Universal Music
Agency: UM Campaign: ‘The World’s Longest Catwalk’ Client: ECCO Collaborating Partners: Ensemble, Reprise, Airborne, Zing
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Objectives not stand up until he raised $50,000. This was commenced through influence outreach, a Reddit live-streamed via a microsite where people were ‘Ask Me Anything’ feature and an international A new, ethical toilet paper company, Who Gives a encouraged to donate via crowd-funding site press release. Crap, gives 50% of its profits to sanitation projects Indiegogo. The crowd-funding site incorporated in developing countries. As a start-up with limited a video explaining the business, the challenge Results financial resources, they were $50,000 short to and the pledge from the CEO, endorsements for place their first commercial scale order. With a businesses who had donated and targeted rewards. The $50,000 was raised within 50 hours and $5,000 budget they needed to raise $50,000 to The micro-site housed the live-stream and also reached a final figure of $66,548. A total of 1,333 place their first bulk order and start the business. consisted of a press kit with easy embedding of the donors contributed and mentions on Twitter Naked’s goal was to raise the money by pre-selling video and live-stream in order to promote coverage reached 2.3 million people. Close to 80,000 toilet paper, get 1,000 people signed up to mailing from bloggers and journalists. While he was on the people visited the Indiegogo and campaign list, generate shareable content that also resulted toilet, Simon would be continually interacting with websites, which led to 1,600 new subscribers to in donations, and to generate PR for the brand. the media, business, organisations and the public the Who Gives a Crap database. The campaign also via Twitter. The agency’s plan was that Simon’s generated a large amount of PR with coverage from Campaign tweets would create highly shareable content, national and international outlets including Fast which would propel the campaign forward. Company, Huffington Post, Fairfax, News Limited, Naked’s idea was to have the chief executive, Tweets were carefully aimed at certain people and MTV, Chanel Ten, Nova, ABC Radio, 3AW, Triple J Simon Griffiths, sit on a toilet for 50 hours and publications to gain support. International seeding and Fox FM.
Agency: TMS Campaign: ‘Toyota Leaves a Trail of Goodwill Through Landcruiser Country’ Client: Toyota Collaborating Partners: Saatchi & Saatchi, SMG Red, Red Engine
Agency: OMD Campaign: ‘McDonald’s – Track My Macca’s’ Client: McDonald’s Australia “This entry is a Collaborating Partners: Tribal great example of DDB, DDB, Mango branded content. The agency clearly linked the task, Agency: MEC strate!y and Campaign: ‘Horrorific Results’ execution and Client: Paramount Pictures addressed how Collaborating Partner: Snakk people really felt Media about LandCruiser heritage. They did something di"erent Category sponsored by and delivered great results.”
Judges’ comments
Objectives to the true spirit of ‘LandCruiser Country’. It tied Great Outdoors: LandCruiser Country, while the together the extreme and unforgiving Australian campaign was also spread through Toyota’s AFL In March 2012, Toyota’s !agship model, the Toyota outback with the equity, values and image of sponsorship, catch-up TV, dealers and the Toyota LandCruiser, launched with a major facelift. the brand. TMS sought to give back to outback RoadTripp app. LandCruiser’s sales and desirability was being Australia, solving local problems in a concrete way eroded by greater competition, so the decision and creating a legacy program for LandCruiser. Results was made to elevate the consumer’s emotional The "rst part of the campaign was to introduce connection to the car. TMS’s challenge was not only the ‘This is LandCruiser Country’ concept and the Sales for LandCruiser shot up 32% and the brand maintain LandCruiser’s number one position in a second was to demonstrate how the brand gives retained its number one position. Awareness and category that was experiencing overall decline, but back through community events that became desirability increased by 7% and 13% respectively, to grow sales by 10% and awareness by 5% where legacies across di#erent areas. These legacies and the value for money perception rose 13%. familiarity was extremely high. It was also tasked became video content that spread the word, with Roughly 7.5 million people were reached through with shifting the emotive perception of the brand by seeded footage of the events broadcast as weekly broadcast alone while there was a 20% increase increasing desirability by 10%. segments on Sunrise, Yahoo7! and through Toyota’s in the time users spent on LandCruiser’s website. own channels. Communities across Australia were More than 12,000 requests were received via Campaign then given the opportunity to receive a legacy Sunrise from communities requesting help. contribution of their own. TV travel program The TMS’s idea was to connect everyday Australians Great Outdoors was brought back and renamed The
Agency: Match Media Campaign: ‘Wild Turkey – The Turkey 10’ Client: Campari Australia
Agency: MediaCom Campaign: ‘Responsible Drinking - What Are You Doing to Yourself’ Client: NSW Ministry of Health Collaborating Partners: GPY&R, The Precinct
“The strate!y was Agency: UM clear and had a Campaign: ‘The Lambnesia strong community Epidemic’ feel. There was Client: Meat & Livestock Australia a real depth of Collaborating Partners: BMF, connection that Hausmann, Connect the media was able to deliver for a limited budget. A compelling entry that Category sponsored by delivered stunning results.”
Judges’ comments
Objectives Turkey would hunt all over Australia for the teams were rewarded with surprise activations, nation’s 10 best local teams and give them a taste with visits by famous sportsmen and big events, Sitting in third place behind Jack Daniel’s and Jim of the big time. These teams, which had to have which then spawned more quality content to Beam, Wild Turkey was faced with a problem. a sense of ‘strength of character’, became the provide scale. Drinkers were not connecting with Wild Turkey brand’s voice via their local sporting competitions as a brand and few people could articulate what and provided continually refreshed creative Results it actually stood for. Match Media needed to instil content. Radio station TripleM was used as the a sense of meaning into the Wild Turkey brand, initial call out for teams to submit an online video In total more than 300,000 viewers were which had to be displayed via its proposition showing why they deserved sponsorship. Teams garnered on YouTube, with more than 230,000 ‘Strength of Character’. that earned their way into the ‘Turkey 10’ received brand interactions. All previous engagement sponsorship, coaching from sporting legends rates on Facebook were beaten and Wild Turkey Campaign and publicity. Celebrity sports broadcasters is now Australia’s number one bourbon brand on were recruited to provide weekly updates and the social media platform. The campaign ended Blokes love their sport but the sports market is interviews, while each team starred in their own in a 60% increase in top of mind, a 42% increase flooded with alcohol sponsorships. Match Media documentary series showcasing their journey from in intention to purchase and a 58% increase in moved away from the premier sporting end to zero to hero. Facebook was the virtual home, with future consideration. Its sales outstripped the concentrate on deep engagement at the amateur each team having a dedicated app uniting them bourbon category’s 2.55% annual growth by a level, armed with a budget of just $700,000. It as one league, while YouTube became the central factor of 8.5 times, realising a 21.2% year-on-year launched the ‘Turkey 10’ campaign where Wild hub for all the content. The two best-performing growth.
Agency: MEC Campaign: ‘Horrorific Results’ “A fun, clever and well written entry Client: Paramount Pictures which !owed Collaborating Partner: Snakk from strate"y to Media execution. A great execution of mobile marketing beyond Agency: UM advertising.” Campaign: ‘McDonald’s Gets Judges’ comments Grilled’ Client: McDonald’s Collaborating Partner: WTFN
Agency: UM Campaign: ‘Fast Front Pages’ Client: News Corp Collaborating Partner: JCDecaux
Agency: MEC Campaign: ‘When Fans Become Famous’ Client: Henkel Australia
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Objectives it tied in with the popular practice of pranking, layer of paid ad placements and sponsorships on employing social media. The agency set out the most popular mobile sites and apps that could Australian cinema audiences have a very limited to recreate the scariest moment of the film by be amplified through sharing. appetite for horror films. In the lead-up to the infiltrating the target audience’s most intimate fourth Paranormal Activity instalment, Paranormal media touch point, their mobile phone, by using Results Activity 4, the film was suffering from franchise SMS. A ‘life-like’ SMS was sent out, which was an fatigue. Despite global forecasts indicating a 15% auto-expanding ad on mobile sites and apps. Sent This mobile-focused campaign smashed all decrease, Paramount Pictures set an Australian out only between 8pm and 4am, it was designed to benchmarks and revived interest in the film box office target that was the same as Paranormal come from the film’s main character, Katie Strider, franchise. Close to two million prank text Activity 3. To reinvigorate the franchise, MEC preying on people’s inquisitiveness. Tapping on messages were delivered, with a 34.6% click- needed a dramatically different approach. The the message activated a video clip of the most through rate and 622,800 people watching the target was to beat 93,000 views of its video trailer terrifying CCTV scenes from the film. Once the video. Of those that watched the video 47,576 then and to get its audience to participate. video finished a splash page appeared, inviting the shared it with friends, which created a further user to share the same experience with friends and 61,135 views. The total of 683,935 views was Campaign to watch the full movie trailer. To maximise the seven times more than the objective of 93,000. sharing users could also prank their friends using Paranormal Activity 4 exceeded its box office With a small media budget, MEC had to get 15 to Facebook and Twitter. Mobile led this campaign target by 4% in Australia and attracted many first- 24-year-olds talking about the movie. To do this with 20% of the total budget. This allowed a lower time viewers to the franchise.
Agency: Match Media Campaign: ë Wild Turkey ñ The Turkey 10í Client: Campari Australia
Agency: Starcom MediaVest Group Campaign: ë Virgin Mobile, Fair Go Broí Client: Virgin Mobile Collaborating Partners: Havas, One Green Bean
Agency: MediaCom Campaign: ë NSW Health Get Healthyí Client: NSW Health ì Longevity of an idea,
Agency: MEC born out of innovative, Campaign: ë Shifting Stock ñ locally led Campbellí s Real Stockí thinking that Client: Campbell Arnottí s despite a small Collaborating Partner: Clemenger budget drove BBDO signi!cant sales.î
Category sponsored by Judgesí comments
Objectives Turkey would hunt all over Australia for the The two best- performing teams were rewarded nationí s 10 best local teams and give them a taste with surprise activations, with visits by famous Wild Turkey was the distinct number three of the big time. These teams, which had to have sportsmen and big events, which then spawned bourbon brand behind Jack Danielí s and Jim a sense of ë strength of characterí , became the more quality content to provide scale. Beam. Drinkers were not connecting with brandí s voice via their local sporting competitions Wild Turkey as a brand and few people could and provided continually refreshed creative Results articulate what it actually stood for. Match Media content. Radio station TripleM was used as the needed to instil a sense of meaning into the Wild initial call out for teams to submit an online In total more than 300,000 viewers were Turkey brand, which had to be displayed via its video showing why they deserved sponsorship. garnered on YouTube, with more than 230,000 proposition ë Strength of Characterí . Teams that earned their way into the ë Turkey brand interactions. All previous engagement 10í received sponsorship, coaching from rates on Facebook were beaten and Wild Turkey Campaign sporting legends and publicity. Celebrity sports is now Australiaí s number one bourbon brand on broadcasters were recruited to provide weekly the social media platform. The campaign ended Blokes love their sport but the sports market is updates and interviews, while each team starred in a 60% increase in top of mind, a 42% increase flooded with alcohol sponsorships. Match Media in their own documentary series showcasing their in intention to purchase and a 58% increase in moved away from the premier sporting end to journey from zero to hero. Facebook was the future consideration. Its sales outstripped the concentrate on deep engagement at the amateur virtual home, with each team having a dedicated bourbon categoryí s 2.55% annual growth by a level, armed with a budget of just $700,000. It app uniting them as one league, while YouTube factor of 8.5 times, realising a 21.2% year- on- year launched the ë Turkey 10í campaign where Wild became the central hub for all the content. growth.
Agency: Maxus Campaign: ë GSK Flu Trackerí Client: GlaxoSmithKline
Agency: Maxus Campaign: ë Spirit of Tasmania: Drive Straight Into Your Next Holidayí Client: Spirit of Tasmania Collaborating Partner: CumminsRoss
Agency: ZenithOptimedia ì The impressive Campaign: ë Optimising Screens part of this Investment to Drive Taken 2 Box research is not Office Salesí only the research Client: 20th Century Fox but also the follow- through to planning and execution. It clearly delivered Category sponsored by in terms of results.î
Judgesí comments
Objectives patterns and developed a predictive algorithm the activity. The radio component was negotiated that dictated the best time to increase the so that quality, flexible airtime in each market Panadol Cold & Flu wanted to be the default media buy just before people started getting was reserved to be utilised upon just 24 hoursí brand when people reach for a cold and flu sick. Through the analysis it found that people notice. remedy when they feel sick. But Codral Cold & get sick and search for remedies in the same Flu was the market leader and spent eight times week that the temperature drops to a certain Results the budget of its rival. With Panadol Cold & degree, though this temperature threshold was Fluí s budgets reduced 15% year- on- year, Maxus different in every capital city. The insights were The ë Flu Trackerí initiative doubled the reach had to speak to people at exactly the right time. then strengthened by overlaying sales data, of Panadol Cold & Fluí s 2011 activity with It needed to address the brandí s awareness which were found to lift in that very same week. half of the budget, and achieved savings of problem and needed to find a trigger point to Maxus developed a ë Flu Trackerí that enabled the original online budget. Real- time media speak to consumers prior to them getting sick. reactive buying based on the trigger temperature reached seven million Australians at the right changes in each market, ë turning oní the budget time and temperature, and there was a positive Campaign and ensuring relevant creative content ran at response from retailers. Overall hundreds of the most pertinent times. The Google Display buying improvements were made automatically, Maxus set about analysing Googleí s search data Network, Facebook and the AdMob mobile reducing the man- hours required for trafficking, to find out when people are sick. It searched network were the channels used for their while the ë Flu Trackerí is now being rolled out for a correlation with capital city temperature flexibility and Google paid search supported all globally for GlaxoSmithKline.
ì Framed a great Agency: MediaCom challenge and Campaign: ë Canon PIXMA Printables & brilliant media Ice Age 4í behaviour in Client: Canon creating an Collaborating Partners: Leo Burnett occasion.î Sydney, Ogilvy PR, 20th Century Fox Judgesí comments
Objectives to spark ë Expression Sessionsí and MediaCom Agency: UM partnered with 20th Century Fox to target families Canon is best known for cameras but a large and drive tra!c to the site. 20th Century Fox gave Campaign: ë The Team Behind the Teamí amount of its revenue comes from selling printer Canon access to the assets of the "lm Ice Age 4, and Client: Microsoft ink. MediaCom needed to encourage Canon printer the brand encouraged the audience to print o# Ice owners to use their printers more, and thus, use Age 4- themed activities such as games, colouring- Collaborating Partners: Ensemble, more ink. It had to provoke the behaviour, with in templates and origami toys. The partnership Wunderman media to drive usage of the products, not just included creative executions across interactive purchase of them. digital formats, experiential cinema, magazine advertorials, cross- promotions and an in- show TV Campaign segment on Sunrise. Agency: UM Campaign: ë Halo: Capture the Posterí Canon targeted parents and children by getting Results Client: Microsoft Xbox them to spark an ë Expression Sessioní . The idea was to encourage creativity and the brand The campaign generated more than 180,000 Collaborating Partners: Soap, McCann, would give the families the tools, prompts and website views, $1.4 million worth of media Tapit motivation to express themselves. The website placements and increased the brandí s sales, PixmaPrintables.com.au was the central hub volume and value.
ì Strong content Agency: Powered by Nine integration and an Entertainment Co. excellent idea achieved Campaign: ë XXXX Island & The Good Lifeí what hadní t been done in Client: Lion 20 years. Well done.î Collaborating Partners: ZenithOptimedia, Newscast Australia Judgesí comments
and the travel program Getaway. The audience was Objectives invited in on the journey to help inspire the design and build of the island. XXXX Gold then created a Agency: Generate VB has been Australiaí s biggest- selling beer brand content series, partnering with Getaway, designed Campaign: ë MLA Australia Day for a long time. XXXX Gold had been gaining to bring stories of other great Australian locations. momentum but to secure the position as Australiaí s Nine personality Jules Lund was appointed to be the Lambnesia Campaigní favourite beer it needed to recruit the next face of the campaign, fronting the Getaway pieces, Client: Meat & Livestock Australia generation. The challenge was that it was perceived and Nineí s State of Origin commentators featured as a beer for Queenslanders. A national appeal was the island with a competition for viewers. Collaborating Partners: UM, BMF, to be created that gave people across Australia the Haussman PR chance to experience the brand. Its mission was to Results drive awareness, grow advocacy, increase sales and ultimately to knock VB o# the top spot. The Getaway in- program updates achieved a Agency: MCN cumulative reach of 1,312,741 in all people and Campaign: ë Making It Count - How Campaign 241,968 of men aged 25$54. The TV competitions and creative submissions achieved more than Powerade Moved From a Sport To capitalise on the insight of the ë Good Lifeí of sea, 33,000 entries and the TV series peaked at a Destination to a Journeyí sun, "shing and a few beers that many Aussies seek, national audience of 413,924. The campaign XXXX bought an island in the Great Barrier Reef attracted 11.8 million unique browsers and in Powerade Client: which was to become its literal and spiritual home. May 2012 XXXX Gold o!cially took the mantle as Collaborating Partners: MCN, Fox To publicise and amplify the acquisition of the Australiaí s biggest- selling beer brand, putting VB in Sports, Ikon, Coke island it was featured on Channel Nineí s Today Show second place for the "rst time in two decades.
Agency: Match Media Campaign: ë Pro Bonoí Client: Cancer Council NSW, Canteen Australia, The Australian Red Cross and Variety
Agency: OMD Campaign: ë Pro Bono Workí Match Media is an agency that endeavours to campaign and unlocked a 400% growth in the Client: Salvation Army live by the values of fearlessness, knowledge, Google Charity Grant for Search activity. This collaboration and creativity. It works with a equated to a $480,000 a year worth of search ì A heartfelt initiative that number of charities, one of which is the Cancer activity, every year, absolutely free. In another Council NSW, and after casting a strategic eye over Match Media initiative, the Cancer Council NSW started with the ngenners the entire organisation, the agency developed a had launched a new mení s health campaign called and worked up through new model for it. This brought together the three ë Mate v Mateí which aimed to raise awareness of, the culture of the agency. main communication divisions, Fundraising, and funds for, cancer in men by asking guys to Master Brand and Events, and orchestrated a challenge their friends to a contest of their choice. Very emotive.î partnership with Google delivering impressive Two participants challenged each other to a live results. This partnership maximised the way stand- up performance and the whole agency Judgesí comments Cancer Council NSW treated its paid search turned out in support of the open mic night.
ì Great insight that Entrant: John Dawson and Mark Golafshan was converted into Agency: Mindshare a unique, practical Campaign: ë Lace It Upí and innovative idea.î
Judgesí comments Entrant: Danielle Hudson and Maryanne Oí Sullivan their schools and parents and are sheltered by their daily routine. As a consequence, parents and schools Agency: Ignite Media Brands have a position of authority. For the campaign to be Campaign: ë #sleepoutforchangeí successful Mindshare must win the support of these There are 47,000 young people homeless in Australia parties. The agency needed to #nd an appropriate and Youth O! The Streets does a lot to assist these moment in a studentí s daily routine ñ that satis#es Entrant: John Corpuz and Rebecca Alexander young people. The Sleepout is the chance for school parents and schools ñ where it can inject the message Agency: Match Media kids to contribute to this life- changing work and the to create a unique, personal connection between the Campaign: ëAFTR DRKí challenge was to, not only introduce The Sleepout to student, the issue and the event. The campaign was school kids and encourage participation, but to also titled ë Lace It Upí and drew on the insight that all raise funds for YOTSí s services, as participation is only young people, whether schoolchildren or the young Entrant: Emelia Thomas worth as much as the funding raised. In doing this, homeless, have a powerful point in their daily routine Mindshare must create a foundation for future events that can be in#ltrate and transform into a simple Agency: MEC so this may become a valuable annual asset for YOTS. and provocative channel, which is their shoelaces. Campaign: ë Close to Homeí The target audience for the communication are Mindshare used branded, bright blue shoelaces as the the 196,000 young people between the ages of 13"17 primary communication channel for the campaign, Entrant: Philippa Gray living within a 40 kilometre radius of Sydney with a owned by YOTS, which on them had a clear call to Facebook pro#le. Targeting these urban, connected action that relays the message. Students would share Agency: OMD kids will maximise the value of the media investment images and use the hashtag #laceitup, spreading it Campaign: ë Sweet Dreamsí and allow ampli#cation across social channels. The across social platforms and to online in$uencers. agency forecast a conservative conversion rate of 30% This would build intrigue and be complemented by from the 196,000, resulting in 58,800 sign- ups. It is paid search, as the students that search the hashtag Entrant: Ashleigh Vogel and Will Chapman working o! a fundraising target of $75 per student to are directed to the YOTS Facebook page where they Agency: UM derive revenue of $4.41 million. The campaign would ë likeí the page to reveal the issue and event. The idea Campaign: ë Paving Possibilitiesí use the important interplay between parents, schools behind ë Lace It Upí is that it is not just a message, ití s a and children, in that students are dependent on both connection that lasts and commitment that counts.
Owner: MCN
Owner: Nine Entertainment Co.
Owner: Seven West Media
Owner: Val Morgan
ì A really tough category with all !nalists at the top of their game. MCN showed a great diversity of work achieved across the year, some truly ground- breaking examples. They have evolved their business model while experiencing rapid growth and demonstrated fantastic sta" retention.î
Judgesí comments
MCN is a joint venture between Foxtel and Fox added- value sales ideas. It generated 51 individual interaction between the brand and amateur sports Sports that represents the commercial advertising client presentations and working sessions, which participants, arranging for elite AFL players to interests of 55 subscription TV brands, 72 websites, led to unprecedented commitment from agency become ë Powerade Ambassadorsí and using created 61 dedicated mobile sites, 40 apps, three IPTV partners. Starcom increased its share from 7% to content to connect with viewers and discuss the services and a retail digital screen network. Its 15%, Ikon went from 15% to 30%, Mitchells grew role the brand played in their training routines. It performance in this past year has been phenomenal digital revenue from $3 million to $10 million, and created the ë Powerade Player Gaugeí which used ñ while the TV market declined 2% MCN posted UM set a revenue target of $40 million and grew live game data to calculate the performances of growth of 11%, increasing its TV revenue to $368 digital from $3 million to $6 million. This was elite AFL players and allowed viewers to compare million and online to $11.6 million. It outperformed matched by spectacular spending growth across their own training performance against their AFL the market by 12% and delivered revenue growth its top clients such as Sportingbet, Mitsubishi and heroes. The campaign helped Fox Sportsí revenue across every one of its businesses. MCN achieved Ford. MCN also capitalised on the $650 million and audiences grow and boosted Powerade sales by this by selling itself through its ë MCN Homefronts: A launch of Fox Footy, developing a sales strate"y 4.2%. Other important initiatives MCN has carried Better Advertising Experienceí , which were tagged that delivered a very immersive experience out include its investment in Multiview, Australiaí s as a world !rst. Properties in Sydney, Melbourne for its advertisers. In- game brand integration largest audience measurement panel, its focus on and Brisbane were transformed into the ultimate delivered exposure within uninterrupted live play, training and development for its sta# as well as its Foxtel connected home and categories were client- funded content was integrated within AFL determination on retention and keeping employee brought to life through interactivity, displays and magazine shows and multi- platforms extended turnover rates low. staged events. It provided a unique and innovative National Australia Bank messaging across multiple environment that showcased MCNí s capacity for devices. For Powerade, MCN facilitated unique
Client: Meat & Livestock Australia
Client: Universal Sony Pictures Home Entertainment Australia
Client: Virgin Mobile Australia
“As an inaugural award to recognise a strong and consistent body of work, with impeccable results, vision and collaborative style with their partners, it’s hard to look past the MLA marketing team.” Judges’ comments
The Meat & Livestock Australia marketing team a smartphone application to provide ongoing Lambnesia tests, helped boost sales by 48% and has been producing great work that generates inspiration. The results were staggering: sales of resulted in 96% of consumers believing lamb is great results for years. It has had success with beef increased by 40% year-on-year, Facebook the patriotic food choice on Australia Day. The the ‘Ignite your Beeflex’ campaign, which was ‘likes’ increased by 3,000% and it was rated the Meat & Livestock Australia marketing team has focused on increasing summer beef sales by best summer beef campaign ever by butchers. also garnered respect around the world. Over encouraging men to step up to the grill. To Another powerful campaign by the marketing the past few years seven of its campaigns have do this the team triggered the unstoppable team was ‘The Lambnesia Epidemic’ which received accolades on a global scale including primal instinct of men – the Beeflex – which increased sales of lamb on Australia Day. Cannes Festival of Creativity, Festival of Media, was achieved by tapping into the male passion The insight behind it was no Aussie wants to both Asia and global, and the Spikes. The Meat of football and creating an all-out attack on feel un-Australian, especially on the national & Livestock team sees their agency partners as the male senses. Meat & Livestock Australia day, so a nationwide paranoia of a contagious part of their marketing team and treats them custom-built smoking billboards, scent-emitting disease was created that allowed un-Australian as such. They are some of the bravest people bus stops as well as dominating pubs on grand thoughts to enter one’s brain. The only cure was in the Australian advertising industry – they final day through bar coasters and TV spots. It eating Lamb on Australia Day. ‘The Lambnesia take risks and believe in creativity that delivers distributed 2.5 million cookbooks and developed Epidemic’ initiative generated 294,000 commercial success.