Category: Branded Content 

Agency: 303 Group

Campaign: Enjoy The Ride

Client: Office of Road Safety

URL: http://303.com.au/projects/ORS/ETR/ETR.html

The marketing challenge was to appeal to all WA drivers to drive at the speed limit. The challenge was to ‘de-normalise’ speeding – to find a way to make it socially unacceptable. We decided to turn this social norm on its head - embrace the act itself and focus on the rewards inherent in driving at the right speed. The strategy focused on the positives of taking your time and not just when driving, but in life generally. We aimed to create an actual ‘movement’, an attitudinal change that happens from the ground up and grows across WA. The strategy first established there is a problem, that we are living our lives too fast and that our health, relationships, mental and physical well-being are all suffering as a result. Importantly, we are taking this pace on to the roads with us. We then developed content which fosters engagement in the slow movement, including a website with videos and daily articles. Since campaign launch, the short film has had over 93,000 views on YouTube, with over 12,000 total visits to the website (9,580 unique). The campaign has generated over 2,500 mentions in social media including over 773 tweets, 613 blog posts and over 8,500 people sharing the 3-minute film to Facebook.

Judges Comment: This campaign was quite simply, Life Changing.

Brand Awareness and Positioning

 Agency: Droga5

Campaign: Brew By Feel

Client: Carlton & United Breweries – Cascade

URL: http://www.cascadebreweryco.com.au

http://itunes.apple.com/au/app/cascade-the-brewers-nose/id400835714?mt=8

Cascade is the oldest brewery in Australia but is currently known by the public for only a couple of mainstream beers. The aim of the campaign was to take Cascade back to its brewing heritage, digging deep into its history to sell its complete range of brews while strengthening its credibility as the original mainstream craft brewery in Australia by positioning Cascade as the authority on beer and ‘the spiritual home of brewing’. The primary target audience was defined as ‘Beer Discovers’ 25-35 y/o. Predominantly Premium beer drinkers, but open to new beer styles. Recently exposed to boutique beers (last 3 yrs). In the first 3 months the website recorded: - 95,380 visitors - 74,009 unique visitors - 338,545 page views - Average time on the site was over 5 minutes. In the first week of launch, the Brewers Nose app featured in the Top 25 free lifestyle apps in the iTunes app store and after 7,000+ downloads, maintains a 4 star user rating. A total of 27,245 beers have been scanned so far.

 Judges Comment: This campaign took ownership of the craft beer category by acting like a leader. The Usage and results are testament to utility of campaign. Consistent positive sentiment.

Direct Response and Lead Generation

 Agency: Deepend

Campaign: Lick-A-Prize 2010/11

Client: Unilever – Streets Paddlepop

URL: http://www.paddlepop.com.au

 The campaign strategy was to provide a range of features to engage kids with the Paddlepop brand and with their potential prizes. Through special ‘unlocks’ the kids were rewarded for interacting with these features encouraging them to continually engage throughout the 6-month campaign. The 2010/11 campaign had a record 2.6 million codes entered and 3.1 million pageviews and was the most successful Lick-A-Prize ever. The campaign surpassed each of the ambitious targets: - 2.6 million sticks entered into the site, an increase of 46% (target 20%) - 748,954 visits to the site which was an increase of 72.9% (target 20%) - 4.25 pages per visit, an increase of 54.75% (target 40%) - 3.1 million pageviews, an increase of 167.66% (target 50%) - 15.19 mins average time on site which was an increase of 70.19% (target 40%) T.

Judges Comment: This was a brilliant problem to solve. The sheer bravery was impressive and the longevity was fabulous. The clients’ bravery to take it all offline in one year was also fantastic.

Product Launch

 Agency: BCM

Campaign: The Art of Shaping

Client: Triumph International

URL: http://theportfolio.com.au/theartofshaping/

 The main objectives of the campaign were to position Triumph as an advocate for the positive portrayal of the female body shape and image and as the modern authority in the shapewear category. The strategy involved becoming allies and advocates for real women – to acknowledge the problem of negative body image and position Shape Sensation as the solution – it’s the tool that makes women feel good as it helps them make the most of their natural assets. The key strategic idea was to launch a quest to find six women, each representative of one of the six body shapes, to act as brand ambassadors for the Triumph Shape Sensation range. The campaign was an enormous success, receiving TV coverage on all free to air channels with an estimated media value of $1.1M, plus extensive coverage in newspapers, magazines and online editorials. There were 260,000 visits to the art of shaping website with more than 1,700 women entering the Shape Ambassador competition and over 63,000 people voting for them through their online social networks. In the 6-week period from campaign launch, retail sales for Triumph Shape Sensation were are up 45% over budget.

Judges Comment: Faced with the double challenge of brand perception to target audience and new product launch, the campaign tapped into a strong insight around worries of body shapes and used it to create a positive platform for brand, leveraged through PR, mags, online, content and social endorsement.

Brand Loyalty and Retention 

Agency: Starcom

Campaign: Whiskas Pledge

Client: Mars Petcare

 Imagine getting 330,000 of your customers to publicly declare their love for a cat food brand? This was the gauntlet Starcom laid down to WHISKAS; to turn consumers into brand ambassadors. The challenge was to convince lapsed WHISKAS buyers who had switched to a competitor’s cat food to reconsider their brand choice. We needed to assert WHISKAS as the proud category leader in innovation and variety, and remind buyers that WHISKAS is the number one brand for a good reason. The strategy was to bring cat talk out of the closet, by connecting cat owners privately and celebrating them publicly, then leveraging it to drive brand and category growth. The solution was to create the world's largest online cat community, a place for owners to talk about their cats and connect with other cat lovers. The campaign’s success exceeded all ROI investment expectations, delivering over 300% the anticipated response, with a massive 330,167 cat owners pledging their love of WHISKAS! 405,680 unique cat lovers visited WHISKAS.com.au, submitting a staggering 854,491 votes & 389,270 comments. WHISKAS Pouch sales rose by 26.8% and achieved market share of 19.8% (objective 18.6%) and increased penetration growth by +4% points.

Judges Comment: This campaign achieved great results in a tough category. The longevity of the strategy meant they were able to continue the conversation.

Brand Destination Site

 Agency: The White Agency

Campaign: The Commonwealth Bank Property Guide

Client: Commonwealth Bank of Australia

URL: http://www.commbank.com.au/personal/home-loans/i-phone-app/

 By mid-2010 the Australian property market had slowed and to maintain its position as Australia’s leading and most trusted home lender, the Commonwealth Bank decided to become a central part of the consumer journey from the initial property research to buying a home. With 72% of customers using their laptop or mobile to access relevant information on the move, a digital approach was required to achieve this. Mobile property search and advice was identified as a key stage in the home purchase process that could be reinvigorated through an innovative mobile approach. The core focus of the strategy was to make all relevant information accessible to home buyers whilst on the move through a single platform. The Commonwealth Bank Property Guide is Australia’s first complete end to end property search, research and financing tool on a mobile handset. Results: Purchase (download) rate: 117,246 downloads in 24 weeks (Target 100,000 in 26 weeks), peaking at number 1 amongst all lifestyle-related apps and number 3 amongst all apps in the Australian market. Response rate: More than 455,000 user sessions with 33% of unique users using at least once a month, 1.2 million property searches and tens of thousands of engagements with calculators, videos and articles. Sales Effect: Averaged more than 45 calls per week to the Commonwealth Bank home loans number.

Judges Comment: The App has redefined the way people search for property and in turn changed the Real Estate industry. It pushed the boundaries of technology and augmented reality, giving power to the consumer.

Cross-Platform Integration

 Agency: Publicis Mojo Melbourne

Campaign: MAXIBON Man-Chew

Client: Nestle Peters Ice Cream

URL: www.man-chew.com.au

We needed to turn Aussie ‘Lickers’ into manly ‘Biters’ so they could eat more MAXIBON. A big ask. So rather than just tell guys MAXIBON is for ‘Biters,’ we manufactured an actual exercise device that could help them become one. Enter The MAXIBON Man-Chew – the first-ever chew toy for men, specially designed to help them build up their bite and, ultimately, conquer MAXIBON. The Man-Chew was available to own from a microsite with a MAXIBON product barcode. On day 1 of the campaign, the 90 second commercial was 100% viewed more than 1.4 million times on YouTube. By day 3, the 4,800 Man-Chews were sold out. So we pulled out our reserve stash of 100 Man-Chews and asked men to beg for them. Results were outstanding. As of April 18th 2011, a total of 1,563 people had pleaded their case at the website. Results: The digital campaign reached over 2.7 million unique browsers; A total of 401,930 interactions from the banners were recorded, with an average interaction rate of 16.7%, smashing the industry benchmark of 2.54%; MAXIBON Sales increased 65% in the first week of the campaign, and averaged out at 25% in the month following launch. MAXIBON’s market share in P&C channel increased from 13.5% of the Impulse Snacking Segment (pre-campaign) to 24.8% following the campaign.

Judges Comment:  This campaign is a lot of fun and does integration effortlessly. The attention to detail makes it special. Strategically it is also true to the product.

Search Marketing – Paid Search

 Agency: Maxus

Campaign: In our Nature Acquisition

Client: Shangri-La Hotels and Resorts

URL: www.shangri-la.com.au

 Within Western markets, Shangri-La Hotels & Resorts did not enjoy top of mind consideration in the luxury hotel category. Accessing this global audience represented a huge opportunity for Shangri-La to attract new high value business and leisure travellers. The main campaign objectives were to position Shangri-La as a leader in luxury hospitality, lifting brand consideration and to increase revenue generated by Paid Search by 25% to $1.5 million per month and maintain current ROI and to increase Search revenue to 60% of Total online revenue (up from 53%). Search was required to capture the interest generated by this advertising and drive these customers to an online or telephone booking. The campaign exceeded all campaign performance metrics. The search channel grew by 22% or $1.4 million in incremental monthly revenue, compared to the previous campaign. The contribution of search grew from 53% to 63% of all online bookings, outperforming other channels. Average Position of 1.9 for “Luxury Hotel” hotel searches in all destinations for 80% of monthly searches (5.9 million impressions in the last 3 months) and was in the #1 position for 60% of all search impressions (Google + Yahoo search engines, July 2010 – Feb 2011).

Judges Comment: The entrant presented a clearly articulate template and a succinct package, the objectives were clear and they hit them. The campaign was well-integrated withrefined media and a strong use of research informed the strategy. It demonstrated a wide use of global channels with local activity running alongside them. They did smart things with a big budget. The cross-media framework is what tipped it as the winner for the judges.

Search Marketing – Organic Search

 Agency: First Rate

Campaign: The Power of Longtail

Client: Focus Property

URL: http://www.focuspropertymanagement.com.au

 Focus Property realised that an increasing amount of new business was being generated through the web as buyer behaviour evolved, particularly through the search engines. The company’s website was underperforming and not producing enough leads and therefore conversions and they were not ranking within the first 5 pages for most of their keyword terms. First Rate was engaged to help improve search engine visibility and drive qualified organic leads. Longtail local keywords were focused on because collectively the volume of these keywords was large and anticipated that conversion rate and lead quality would be greater. The strategy included creating personalized landing pages for the target suburbs, giving more personalized pages and relevant content.

The results included a significant increase in unique visits and visits from organic search and an increase in ranking for head and secondary terms securing the head term as ranking number one.  In 12 months traffic jumped from 481 visits per month in Dec 09 to over 3300 unique visits per month in Dec 10. #1 ranking in Google for head term “property management” achieved in early 2011.

Judges Comment: A very well laid out entry with a nice focus on the right aspects of SEO. The point of differentiation is that they ticked criteria for SEO but went above and beyond focusing on Longtail strategy.

Social Media Marketing

 Agency: DDB Sydney

Campaign: Making Tracks

Client: Tourism Australia

URL: http://www.youtube.com/australia

 YouTube selected Sydney Opera House to bring its YouTube Symphony Orchestra 2 (YTSO2). YTS02 brought together classical musicians from across the world via online auditions for a week long musical festival. The objectives of Tourism Australia were to maximize the attention of the festival, showcase Australia to the world and inspire both Australians and international visitors to explore Australia. Four YouTube Symphony Orchestra musicians and four contemporary Australian artists were given a unique musical challenge - to challenge them to create a musical track influenced by the world's most inspirational country - Australia. Travelling in pairs, their journeys took them to the most stunning parts of the country across every state and territory. These unique locations and magical landscapes provided an inspiring backdrop for the musicians to collaborate, compose and discover their musical journey. The final output, known as Making Tracks, was the creation of four inspiring short films and one beautiful compilation film. Each episode was broadcast through YouTube in the lead up to the final performance and to date have received over 2.7 million views with a significant increase in subscription to the Australia YouTube channel. It achieved the YouTube Honours of Australia #1 - Most Viewed (This Month) and The YouTube Symphony Orchestra final concert to date has been viewed by 33 million globally with 11.1 million streams during the YouTube Symphony Orchestra Grand Finale concert, making it the most watched live music concert on YouTube data (beating U2 at 10 million).

Judges Comment: This campaign is challenging the industry to start innovating. A creative concept and great use of social platforms. It connected perfectly with the audience.

Rich Media and Digital Video

 Agency: The White Agency

Campaign: The Commonwealth Bank Property Guide

Client: Commonwealth Bank of Australia

URL: http://www.commbank.com.au/personal/home-loans/i-phone-app/

By mid-2010 the Australian property market had slowed and to maintain its position as Australia’s leading and most trusted home lender, the Commonwealth Bank decided to become a central part of the consumer journey from the initial property research to buying a home. With 72% of customers using their laptop or mobile to access relevant information on the move, a digital approach was required to achieve this. Mobile property search and advice was identified as a key stage in the home purchase process that could be reinvigorated through an innovative mobile approach. The core focus of the strategy was to make all relevant information accessible to home buyers whilst on the move through a single platform. The Commonwealth Bank Property Guide is Australia’s first complete end to end property search, research and financing tool on a mobile handset. Results: Purchase (download) rate: 117,246 downloads in 24 weeks (Target 100,000 in 26 weeks), peaking at number 1 amongst all lifestyle-related apps and number 3 amongst all apps in the Australian market. Response rate: More than 455,000 user sessions with 33% of unique users using at least once a month, 1.2 million property searches and tens of thousands of engagements with calculators, videos and articles. Sales Effect: Averaged more than 45 calls per week to the Commonwealth Bank home loans number.

Judges Comment: An innovative and imaginative information tool for ‘people on the move’ who are interested in buying property. Development of the app showed good insight into the market and into the behaviour of property-buyers, its also shows Commonwealth Bank taking a leadership position in the property market. The judges were impressed with the way the property guide was crafted and this explains its success in the Rich Media & Digital Video category.

Not for Profit / Public Service

 Agency: Initiative Melbourne

Campaign: Oxfam Unwrapped 2010

Client: Oxfam

URL: http://www.charity-gifts.com.au/oxfam-unwrapped-australia.php

 The not for profit sector is traditionally incredibly competitive in the run in to Christmas with 30% of the total annual category expenditure spent across the October to December period. With Oxfam representing less that 1% of that spend the challenge was to make the organisation stand out from the crowd. Our modest budget ($250,000) was the same year-on-year however we were set a stretch goal, to exceed 2009 donations by 5%. Expectations were exceeded with an overall increase in donations of 8% increase year on year, 60% increase vs. goal. Overall donations for the period totalled $1,825,465.67, from 151,000 visits and 63,813 transactions! The activity generated an average order value of $28.61 and a conversion rate of 41.99% also 138% higher than previous campaign activity. Suffice to say, Oxfam’s faith in Initiative’s digital ability was well warranted and those voices screaming “brief in the performance networks” have been far quieter since reviewing the results of the activity.

 Judges Comment: A well-articulated brief and clever execution. It turns the performance route on its head, going down a highly customised branded route.