2020 Winners

Case Summary
We needed Australians to reconcile that when faced with disrespect, you have a choice. By choosing to do nothing, you are helping to perpetuate the potential for future violence against women. With only half the spend of the first phase, we tackled the tougher objective to get Australians to respond in the face of an uncomfortable truth: that the excuses we make for disrespect, allow violence against women to grow. Huge numbers of Australians took action and as an inter-generational campaign, positive effects will be felt into the future.

Case Summary
When a city is on fire, struggling small shops need prospects more than ever. Lexus needed to launch the UX in Hong Kong — a crossover built for urban exploration. But the world's most expensive real estate market has made interesting small businesses hard to find. So Lexus created a personalised test drive that used interest data to lead prospects to the city's hidden gems. This increased lead generation for UX by five times. The success prompted Lexus to share this technology with other vehicles and brands.

Case Summary

Low-carb beers offer a distinct functional benefit – lower carbs. But while other New Zealand beer brands were making a song and dance about how few carbs their beers had, DB Export Gold went and made an actual song to launch their new low-carb beer. A love song to be exact. Not only did the beer become the number one NPD beer launch of 2019, the campaign turned the act of drinking a beer into a selfless gesture of love.

Case Summary

Millennials - famed for being the generation that’s most likely to rent, and least likely to insure. How can Manulife engage under 39’ers to take action about their future? Instead of scaring them with more of the same doom and gloom, we decided to celebrate what growing up is about - #adulting. It became the best performing Manulife campaign ever - driving a 37% increase in purchase intent and beating sales targets by over 30%.

Case Summary

Should your child be your retirement plan? That is the elephant in the room that Singaporean insurer, Income, addressed in its latest retirement campaign. In doing so, it tackled head-on the ingrained values of Singaporeans, prompting a national (and global) conversation for a fundamental mindset change towards retirement planning. The campaign pushed Income from #3 to #1 in awareness of savings and investment plans, and grew life insurance sales by 13%, all with a declining share of voice.

Case Summary

Malee canned fruit has been in the market for over four decades, however its association with special occasions means it can literally be ‘left on the shelf’ for 360 days of the year. This insight gave birth to a matchmaking campaign between lonely consumers and a can, addressing the poor ‘Lonely Rambutan’. A platonic love story in finding company beyond special days began through short films to social experiments to tinder matches and dates at 7/11. The #LonelyRambutan became catchword for loneliness on social media. Sale volume increased by 33%.

Case Summary

In 2018, Skinny was struggling. In one fell swoop, it lost almost half its stores. Brand measures were stalling & revenue was declining. Despite struggling for growth, we still had the highest NPS of any telco in New Zealand. How could we supercharge growth without losing what people loved about us? We figured out exactly what that was, turned it into a proposition, and delivered it to the whole of NZ. We grew customer numbers. Increased average revenue per user. Saw customer tenure increase. And all without sacrificing customer love.

Case Summary
RACV, Victoria’s most trusted motor insurer needed to find a way to breathe new life into its brand. RACV decided to diversify and enter the pet insurance game, a category fuelled by the tropes of protection for your “cute” furry friend. RACV Pet Insurance pivoted from cute to crazy to become cover for their overconfidence. Yes, this was about selling pet insurance, but more importantly the opportunity would come from introducing new people to RACV. We smashed campaign metrics and established RACV as a trusted provider of pet insurance.

Case Summary

Spotify, a late-comer to the Indian music-streaming market wanted to take a leadership position. But how, when all the insights around music were taken? We realised that life in India is chaotic, and music helped Indians navigate the chaos, giving birth to the campaign ‘There’s a playlist for that’. Using social intelligence, we put up 1153 hyper-contextual messages on billboards, each with a playlist to help Indians navigate everyday chaos. Our Monthly Active Users (MAUs) grew by 100%, and we dominated on social with a share of voice of 32%.

Case Summary

As part of KFC’s sponsorship of the National Rugby League (NRL) competition, we created ‘KFC Viewer Verdict’; a real-time fan-version of the video referee, built into our KFC App. Viewer Verdict was an innovative way to engage fans, gather data, and even increase sales. We acquired 33,716 new KFC App users, and on average those particular fans spent 2.47 times more, and purchased 2.55 times more.

Case Summary

When a city is on fire, struggling small shops need prospects more than ever. Lexus needed to launch the UX in Hong Kong — a crossover built for urban exploration. But the world's most expensive real estate market has made interesting small businesses hard to find. So Lexus created a personalised test drive that used interest data to lead prospects to the city's hidden gems. This increased lead generation for UX by five times. The success prompted Lexus to share this technology with other vehicles and brands.

Case Summary

Lifebuoy has been driving crucial education around hand-washing using innovative on-ground interventions at scale. One such example was executed during the festival of Durga Puja where “bhog” is served to devotees as an offering from the gods - most often eaten with unwashed hands. Lifebuoy took the opportunity to underline the importance of handwashing by creating GermNashini (destroyer of germs) - an automated sanitizer dispenser, designed like a blessing gesture which protected devotees from germs by enabling clean hands before they ate the bhog.

Case Summary

Low-carb beers offer a distinct functional benefit – lower carbs. But while other New Zealand beer brands were making a song and dance about how few carbs their beers had, DB Export Gold went and made an actual song to launch their new low-carb beer. A love song to be exact. Not only did the beer become the number one NPD beer launch of 2019, the campaign turned the act of drinking a beer into a selfless gesture of love.

Case Summary

As part of KFC’s sponsorship of the National Rugby League (NRL) competition, we created ‘KFC Viewer Verdict’; a real-time fan-version of the video referee, built into our KFC App. Viewer Verdict was an innovative way to engage fans, gather data, and even increase sales. We acquired 33,716 new KFC App users, and on average those particular fans spent 2.47 times more, and purchased 2.55 times more.

Case Summary

As the world’s most popular eSports event, League of Legends draws interest from brands around the world, looking to tap into its valuable IP. As one of its 16 sponsors, KFC needed to find a way to deliver ROI, despite not being the key event sponsor. To do this, KFC identified and delivered on gamers needs – the ability to predict match winners in real time – ensuring that KFC delivered 70 minutes of brand exposure as the focal point of our target audience, for 1/5 of the investment.

Case Summary

From connecting with everyone with ONE brand video to MILLIONS of different, tailored brand videos for every individual, Pepsi’s 2019 Chinese New Year campaign became a viral sensation, made possible by Alibaba’s 10 years of database of 800 million Chinese youths and data-tagged footages shot across China by Pepsi. When consumers launch the Taobao app, a homecoming video capturing their life from start to present, threads together memories from their hometown childhood to current city life, featuring personal experiences. The campaign result: 20 million user-generated videos with 72% sharing rate.

Case Summary
In 2018, Skinny was struggling. In one fell swoop, it lost almost half its stores. Brand measures were stalling & revenue was declining. Despite struggling for growth, we still had the highest NPS of any telco in New Zealand. How could we supercharge growth without losing what people loved about us? We figured out exactly what that was, turned it into a proposition, and delivered it to the whole of NZ. We grew customer numbers. Increased average revenue per user. Saw customer tenure increase. And all without sacrificing customer love.

Case Summary

In 2018, Skinny was struggling. In one fell swoop, it lost almost half its stores. Brand measures were stalling & revenue was declining. Despite struggling for growth, we still had the highest NPS of any telco in New Zealand. How could we supercharge growth without losing what people loved about us? We figured out exactly what that was, turned it into a proposition, and delivered it to the whole of NZ. We grew customer numbers. Increased average revenue per user. Saw customer tenure increase. And all without sacrificing customer love.

Case Summary
“THE HAIRY TALE” – A STORY OF CELEBRATING THE DIFFERENCE. Pantene leveraged the power of cultural conversations to help the next generations of Japanese parents and children brave to be different. Harnessing the power of a simple insight, and an unprecedented influencer strategy in the brand’s history, the brand created not only national but also global conversations around the importance and beauty of being different. The work was featured 208 Japanese and 569 international media, earning 4.5 billion media impressions.

Case Summary

A brand in decline. Reduced to a button at checkout pages, which people missed on 2 out of 3 sites. With the biggest sale period looming - Christmas. We love and hate it. Stuck in queues, in the heat, trying to nail the perfect gifts, all the while losing precious time that could be spent enjoying the holidays. PayPal showed how you could nail those gifts without even stepping in a shopping mall, increasing brand consideration and overdelivering on the transactions KPI set by 41%.

Case Summary

THE RESEARCH PROJECT THAT BECAME A CAMPAIGN. In 2017, Movember created their boldest campaign yet. A single letter – yes, just one – raised $1.7m, won an Effie Gold, and saved lives. The next one was even more innovative. We took the research project for Movember’s new campaign and made it into the campaign! The results: 36% YOY growth in “mo”s and a new record $2.4m in donations - 40% up on the previous award-winner. All with a media budget of $0.00. The “Mensus” is now Movember’s most effective campaign ever.

Case Summary

As the world’s most popular eSports event, League of Legends draws interest from brands around the world, looking to tap into its valuable IP. As one of its 16 sponsors, KFC needed to find a way to deliver ROI, despite not being the key event sponsor. To do this, KFC identified and delivered on gamers needs – the ability to predict match winners in real time – ensuring that KFC delivered 70 minutes of brand exposure as the focal point of our target audience, for 1/5 of the investment.

Case Summary

When a Surf Excel was flanked by Ariel on one end with functional superiority and by mass market brands with value on the other, it decided to stick to its purpose and talk to a rarely addressed community. It elevated the conversation from purpose to the level of faith and did it beautifully for three consecutive years. Creating a sweeping wave of emotions among consumers and forging strong brand bonds with the them. We saw great results.

Case Summary

Beauty in China is a fiercely contested segment where brands use everything – from KOLs, celebrities, to fashion collaborations, to court young customers. Chando, an established skincare brand, was looking at breaking into this segment and changing the game. Chando appealed to youths by building a strong emotional connection with them at the start of their beauty journey – their first make-up experience. Instead of models in stark studios, Chando’s campaign focused on the high-stake emotional moment of the graduation photograph for students, and helped grow MOM sales by 52%.

Case Summary

With huge global aspirations but a lack of global awareness and relevance, the University of Melbourne and its Faculty of Fine Arts and Music realised a communications idea that created 30 pieces of original art based on commissions that had inspired the world’s greatest artwork, engaged millions of people around the world, and was so successful that it is now being considered as part of the university’s ongoing programme of works.