<< Back to Winners

Australia/New Zealand PR Campaign of the Year

Campaign Title

Lucy the Robot

Double Robotics

Atomic 212° Group

Double Robotics, wanted to launch in Australia with its Double telepresence robot. The device allows a remote user to manoeuvre the robot from the comfort of their home or office, and to interact with the world via video and audio devices. Double robotics briefed Atomic 212° to develop a strategy and execution plan for launching the robot and a performance remuneration deal was struck. With a low budget and ambitious targets, ‘Lucy the Robot’ was born. We placed a humanoid robot outside the Apple store in Sydney to line up for the global release of the iPhone 6s. On the other end of the device was Lucy Kelly. We took the global hype surrounding the iPhone launch, combined it with some cool new technology, added a human element – it was a recipe for success. In Australia it was covered in over a thousand stories, while globally it was translated into dozens of languages, 12,452 enquiries generated in 72 hours, reaching around 100 million people in total. For a marketing outlay of next to nothing, we achieved millions of dollars in advertising value. What’s more, Lucy the robot was the first out the door with an iPhone.

Campaign Title

Million Dollar Fish Campaign

Tourism NT


The Million Dollar Fish campaign was aimed to increase awareness of, and visitation to, the Top End of Australia’s Northern Territory (NT) during the low travel season with the target audience being fisherman (or ‘fishos’) and travellers over 50 years of age. The campaign was supported by a dedicated microsite, TVC, bespoke ‘fish and win game’ eDMs, media coverage, online advertising and digital media spend. For the competition, a barramundi worth $1 million was expertly tagged and released in Top End waters to add a sense of urgency and encourage ‘fishos’ to ‘Do the NT’ immediately. To further incentivise visitation, 75 barramundi were tagged with $10,000 prize tags. Over 40,000 people registered for the competition. The agency’s digital strategy resulted in a reach of over 12 million. The campaign made national and international headlines whilearned and social media resulted in a combined reach exceeding 71 million. Domestic Top End fishing visits grew by 176% with 20,000 overnight stays in December 2015, contributing $9.2million to the local economy. The Top End region also saw general domestic holiday visits grow by 95% with 80,000 overnight stays as compared to the December 2014 quarter. The success has prompted a second season.


Campaign Title


Western Sydney University

Red Agency

We worked with the University on all facets of the campaign from research, through to messaging development, executive and influencer enablement, Government comms, media relations, social media community management, crisis communications, events and experiential, content development and amplification. The campaign itself almost had as much positive response as the rebranded University, even being parodied in viral YouTube clips - the ultimate form of flattery.

It was a lofty task to reposition the university in a region that has long struggled for a positive identity. Western Sydney has many negative connotations associated with communities of lower-socio economic standing and high crime. That said, over the course of 2015 we radically reshaped the region in the eyes of Sydney-siders and international onlookers. Working with agency partners of the University's in a truly integrated way, we helped share Western Sydney University's story in a way previously unimagined.





Zamir Khan
Head of Award Events 

Tel: (+852) 3175 5273
Email: zamir.khan@haymarket.asia


Kaling Man
Events Manager

Tel: (+852) 3175 1993
Email: kaling.man@haymarket.asia


Atifa Silk
Brand Director

Tel: (+852) 3118 1500
Email: atifa.silk@haymarket.asia