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Australia/New Zealand PR Campaign of the Year


Gold
Campaign Title

"I Touch Myself" Project
Client

Cancer Council NSW
Agency

Hill+Knowlton Strategies Australia

Hill+Knowlton Strategies used rock legend Chrissy Amphlett’s song I Touch Myself as an anthem for its campaign for Cancer Council NSW that saw 80 per cent of female participants demonstrating a commitment to behavioural change about their own breast health. The awareness campaign reminded Australian women to get familiar with the look and feel of healthy breasts with a re-recorded medley version of I Touch Myself. The new music video featured ten of Australia’s top female artists – Olivia Newton John, Megan Washington, Sarah McLeod, Katie Noonan, Sarah Blasko, Suze DeMarchi, Deborah Conway, Kate Ceberano, Little Pattie and Connie Mitchell. Attracting coverage from all the major television networks in Australia – both news and longform current affair programs –the campaign received a mention every 15 minutes across local broadcast media in the first 12 hours of launch. A 400-million strong international audience was also exposed to the campaign when The Daily Mail UK, Huffington Post, Yahoo, Shine, Billboard and Fast Company also picked up coverage. On social media, the topic trended across Twitter and Facebook and reached 4.2 million Australian women in the first 48 hours. Over the first two weeks, a quarter of a million people visited the microsite that supported the campaign. 

Bronze
Campaign Title

Ford Mustang Midnight Kiss - Sydney New Year's Eve 2014
Client

Ford Australia
Agency

Pulse Communications

The globally iconic Mustang’s first public appearance in Australia was at one of the world’s most competitive event for global media coverage – the 2014 Sydney New Year’s Eve fireworks. The agency created a compelling live event surrounding the concept of a kiss at midnight, synonymous with New Year’s Eve celebrations. But it was the act of installing the vehicle on a rooftop atop Bennelong Apartments with unobscured views of the Harbour Bridge, as well as placing a couple in the backseat of the Mustang for the big kiss, that created an original photo moment. This got Ford national and global attention with the whole process captured on camera. To maximise the full potential of Ford Mustang’s sponsorship of the NYE event in Sydney, the brand’s tactics were designed to create a series of opportunities to drive earned media coverage and social media conversation. Four famous musicians, Milky Chance, Ella Hooper, Gossling and Zeek Power, acted as influencers reaching 818,940 people in real time. After the event, the campaign generated 253 pieces of coverage spanning five continents, reaching more than 247 million people. It achieved the largest share of voice for any automotive brand during the Dec 28 to Jan 4 timeframe, and beat reputational leader Toyota by 4 per cent. Ford also achieved its highest favourability rating ever in its latest brand tracker. 

Bronze
Campaign Title

Joined-Up Innovation – How we helped Microsoft discover the secret ingredients to create an Australian innovation culture
Client

Microsoft Australia
Agency

Ogilvy Public Relations

To unearth new ways to help Australian SMEs become more innovative, Ogilvy PR partnered with corporate anthropologist Michael Henderson and research agency AMR to produce a report providing practical advice for SMEs under the banner of Microsoft. The report highlighted the characteristics of SME innovation leaders, cruisers and laggards, as well as explained five tangible strategies to help laggards improve. To ensure the research credibility, a roundtable of Australian innovation experts was organised to interrogate the research insights before publication. Ogilvy PR went further to develop an online tool for SMEs to assess their own levels of innovation performance, which is the first of its kind that identifies culture-related obstacles to innovation. It attracted 6,333 visits and 491 completed assessments in the first 10 days. Overall, the campaign built the profile of Microsoft as a leader of the national innovation debate, measured through 220 pieces of coverage with mostly positive or neutral sentiment, 15 invitations to participate in think tanks, and a 33 per cent increase in industry engagement. A major part of industry engagement was due to support from the government. At the report’s launch event at Australia’s Federal Parliament House in Canberra, Minister for Small Business Bruce Billson strongly endorsed Microsoft’s work and praised the new tools for SMEs. Microsoft’s Australian SME web hub also a 4000 per cent increase in visitors in March 2015.