Brand Awareness and Positioning
Agency: CumminsNitro Brisbane
Campaign: The Best Job in the World
Client: Tourism Queensland
www.islandreefjob.com/
With the challenge of increasing international awareness of Queensland’s Islands of the Great Barrier Reef and a budget of $1.2milllion, CumminsNitro Brisbane’s “Best Job in the World” campaign has captivated the world’s attention – and that of the 2009 IAB Award judges. Creating a position that sounded too good to be true – people were directed to islandreefjob.com for more information on the opportunity and the Islands of the Great Barrier Reef. Using a strong combination of social media, online advertising and a comprehensive PR strategy, the campaign fed the world’s media a rare ‘good news’ story in a time of rising unemployment, driving awareness of the region and directing traffic online to apply.
Applications poured in from around the world – a total of 34,684 applications from 201 countries - which generated 610 hours of video content promoting the Great Barrier Reef region. In 56 days islandreefjob.com had 6,849,504 unique visits, 47,548,514 page views with an average of 8.62 minutes spent on the site. At the time of entry a Google search for “best job in the world island” achieved about 52,500,000 listings, 231,355 blogs and 43,600 news stories.
Brand Destination Site
Agency: New Dialogue
Campaign: Tomb Raider Challenge
Client: Atari
www.tombraiderchallenge.com
Tomb Raider Underworld represents the 9th iteration of the Lara Croft game, recognised as one of the most successful franchises in gaming history. To support its launch New Dialogue created a very effective brand destination site replicating the excitement of Lara’s adventures with a global treasure hunt to find Lara. The judges were full of praise for the campaign and in particular the campaigns world’s first use of the Google Earth browser plug-in for the treasure hunt which enabled a rich user experience without them needing to leave the site.
The campaign, which ran over a three week period, featured two challenges (daily and major) with daily clues and a downloadable desktop Lara featuring exclusive footage of Lara Croft. The results were exceptional with absolute unique visitors to the campaign reaching 56,218 and 286,616 brand experiences recorded. Desktop Lara, the key to an ongoing relationship with the audience was downloaded 42,662 times.
Brand Loyalty and Retention
Agency: Captiv8 and CSM Australasia
Campaign: Recharge & Always Win
Client: Optus
www.optus.com.au/alwayswin
With the objective of reaching the youth market and overcoming the audiences’ often short attention spans and instant gratification mentality, Captiv8 developed the Optus Recharge and Always Win campaign. An interactive, vibrant and easy to use microsite was created and the audience was captured with an integrated campaign of radio and print advertising including Optus pay TV and other retailer catalogues, MMS and SMS broadcast to the customer base, Optus newsletters, banner ads on multiple target audience websites, in-store POS, in-store digital assets and PR/Events.
The judges were impressed with the depth of the campaign and its results which clearly demonstrated brand loyalty. Indeed through the full campaign period a staggering 1.4 million unique users logged on to the microsite, redeeming a massive total of 8,442,669 prizes.
Cross-Platform Integration
Agency: OMD
Campaign: Love my Idol
Client: McDonald’s
www.australianidol.com.au/lovedsongs
Leveraging McDonald’s sponsorship of the Australian Idol series, this campaign developed by OMD set out to remind customers of their all time favourite McDonald’s foods by using music to tap into people’s passions. Research was conducted to find Australia’s top ten favourite songs of all time and then using this information OMD created a “Love my Idol” section as one-stop-shop to access McDonald’s sponsored content on the Australian Idol site. While not everyone agreed on the selected songs, which ranged from Bon Jovi to Queen, no one could deny the success of the campaign and the judges were impressed by OMD’s campaign which used strong television involvement to direct consumers to the online content.
A discussion thread grew organically through the campaign, providing Idol fans a place to talk about their ‘most loved’ songs and to guess Australia’s top ten songs to win a $50,000 major cash prize. Weekly clues were given during Australian Idol broadcasts and as the competition narrowed, viewers tuned in to hear the Australian Idols and judges sing the order of Australia’s top ten favourite songs. The Love My Idol campaign achieved 13,216 unique individuals trying to crack the clues and 135,902 page views of the promotion.
Digital Video
Agency: ZenithOptimedia, RMG Connect and JWT
Campaign: Kit Kat Chunky Cookies & Cream Launch
Client: Nestle
www.rmgconnect.com.au/awards/kitkatchunga
Nestle secured an impressive win in the Digital Video category with its launch of Kit Kat Chunky Cookies and Cream in the first all-digital campaign run by a Nestle brand. The campaign centred around a new sport – “Chunga” for teenage boys to ‘Break the Boredom’ using Kit Kat Chunky as playing pieces in a game with the games’ greatest player, Hans Fagerlund. A five-part mockumentary called 'Chunga-Struck' became the centrepiece of the campaign, providing a back story to this curious sport. The films recruited consumers for The Chunga Championship - a web based game where consumers could challenge and compete against Hans, their friends and other players in real-time. Hans was given his own presence on social media and gaming sites such as MySpace.
Nestle’s foray into an all digital campaign proved a great success and judges were high in their praise. The campaign results were impressive with 58 percent of all Aussie teen boys online engaged with Hans; a total of 44,000 Chunga game plays and an average playing time of seven minutes.
Direct Response and Lead Generation
Agency: New Dialogue
Campaign: Home Loans Spring Campaign
Client: Commonwealth Bank
www.commbank.com.au/personal/home-loans/first-home-buyers
With buyers keen to take advantage of the Government’s First Home Owners Boost, New Dialogue developed a comprehensive campaign including an Australian first mobile tool, to reach the suddenly eager market; as well as those considering switching their loan. The campaign engaged with customers through all stages of the home loan purchase cycle, predominately using the digital platforms to help facilitate the decision making process. The media strategy was tailored to customer segments, with First Home Buyers targeted via online, mobile and weekend press; while Home Loan Switchers were targeted with weekday press and online.
Using a direct response focus, low cost acquisition campaigns were secured across all the major advertising networks. This was complimented with a re-targeting strategy that focused on users who had visited the CommBank home loans site and a heavy weight search campaign. Results exceeded expectations and delivered the biggest monthly market share increase ever recorded by any bank in Australia.
Product Launch
Agency: Soap Creative and Universal McCann
Campaign: Lynx Instinct
Client: Unilever Australia
www.lynxeffect.com.au/awardentry
Considered to have the highest level of media transience, Lynx’s target audience of young males online are both nowhere for long and everywhere at once. So Soap Creative developed a massive multiplayer game – Primal Instinct – as the centrepiece of its campaign to launch Lynx’s latest body spray. Young men were then invited to step into the shoes of a caveman and enter the primal mating game with a noble mission to rescue as many cavebabes as possible from an impending Ice Age and take them back to the safety of their cave.
Soap Creative took the game to the audience by allowing it to be played natively on MySpace and a campaign profile was developed, allowing fans to post comments and receive content such as wallpapers, icons and an iPhone application. At the time of entry which was just past the campaign’s halfway mark, Soap Creative had already doubled KPI’s for the online campaign with 70, 483 unique game visits.
Search Marketing
Agency: dgmAustralia
Campaign: Woolworths Everyday Money Credit Card
Client: Woolworths
www.everydaymoney.com.au
dgmAustralia was brought into the Woolworths campaign with just two weeks until the launch of their Everyday Money Credit Card and given the goal of ensuring the campaign site was optimised for organic (unpaid) search engine marketing. In a very limited time it had to convince search engines that the new Woolworths credit card site was indeed a highly trusted site for the keywords searched. The judges were very impressed with the campaign and its early results, noting the keyword strategy began working almost immediately. Woolworths achieved first position for its key brand terms within two weeks, and Everyday Money began appearing on the first page of search results within just months of launching. At the time of entry, Woolworths Everyday Money was the number one credit card brand in organic search.
Social Media Marketing
Agency: Pusher
Campaign: Samboy is Back
Client: Snack Brands Australia
www.samboy.com.au
Samboy chips had been missing from the Australian market for over ten years when the portfolio was bought by Australian owned Snack Brands and the company decided to re-launch the original flavours. Pusher was commissioned to create a social media marketing campaign focusing on Facebook. Tapping into already existing groups calling for Samboy chips return, Pusher quickly won friends by providing the thought leaders of these groups with boxes of their much requested ‘Atomic Tomato’ flavoured chips, thereby encouraging further brand engagement. The campaign subsequently challenged consumers to start ‘Samboy is back’ Facebook groups, which resulted in more than 250,000 Gen Y customers joining groups and vying for a prize of $10,000 and Samboy chips for the largest group.
As the campaign progressed, Samboy’s Fan Page was updated to include a Google maps ‘chip locater’ when demand for the chips outstripped supply, allowing users to share locations of stores that currently had stock. The Fan Page was such a hit that it grew from zero to 27,000 fans. The final campaign component was a UGC short film ‘Flavour Hit Film Festival’ competition inviting Samboy fanatics to create films and submit them onto Samboy’s YouTube channel. At the time of entry, there had been 330,440 views of ‘Samboy is Back’ Flavour Hit Films on YouTube.
Super-Rich Media
Agency: Soap Creative and Universal McCann
Campaign: Lynx Instinct
Client: Unilever Australia
www.lynxeffect.com.au/awardentry
Soap creative’s campaign for the launch of Lynx Instinct body spray caught the judges’ attention as a great example of using super-rich media. With the campaign revolving around a massive multiplayer game called Primal Instinct, Soap Creative created a series of high impact, interactive rich banners to drive engagement and promote Lynx Instinct. Lynx’s cave babes were the undisputed star of the banners, with creative executions being placed on the sites where their target market of teenage boys spend most of their time. One of the most popular components was a Paper, Scissors, Rock rich banner with a friendly cave babe, while a Gamespot takeover, MySpace synchronised Banners, Unique Game Codes and Rich Rollover all combined for maximum effect and results.
Widget Marketing
Agency: Mindshare
Campaign: Johnnie Walker Widget
Client: Diageo
www.smh.com.au/advertisers/sport/johnniewalker/
While Johnnie Walker had developed a strong association with Australian cricket through sponsorship, Mindshare’s challenge was to keep Johnnie Walker top of mind with consumers during the expansive cricket season and demonstrate the forward thinking and street savvy brand persona. Judges recognised this was no easy feat as most of the target audience would be working and unable to watch the game on television, or search for scores online during peak playing and advertising times. To satisfy the cricket fans needs to game updates, Mindshare created the ‘Johnnie Walker Widget’ which allowed cricket fans to download a Johnnie Walker live score update to their desktop. Mindshare’s approach and strategy proved successful with 16,000 widgets downloaded, far exceeding initial targets.
For more information, visit www.iabawards.com.au
