<< Back to Winners

Australia/New Zealand PR Campaign of the Year


Gold
Campaign Title

The Riderless Bike
Client

The Steve Waugh Foundation
Agency

Red Agency / Havas / Finch

 The Captain’s Ride is a challenging charity cycling event for the Steve Waugh Foundation, raising funds for the 400,000 children throughout Australia affected by rare diseases—known as the orphans of the health system, often without diagnosis, without treatment, without research and therefore without hope. Australian cricket legend, Steve Waugh led a group of 62 riders on an enormous six-day, 701km on-road cycle event to the peak of Mt Kosciuszko. Unfortunately, the children he supports are unable to participate.

Last year, however, the organisers consulted with recipients of the Steve Waugh Foundation to understand their daily struggles, what mattered to them and their children and what would be the most effective way of helping them engage with Steve and the riders on their journey. In November, as the riders began their epic tour, a 'riderless bike' brought up the rear: a world-first fully autonomous children’s bicycle that would follow the peloton and represent all the children with rare diseases the team were raising money for. The children themselves could experience the ride themselves thanks to a 360-degree camera on the riderless bike that relayed a live stream to the website. The public could also sponsor the riderless bike for part of the route, and the agency triggered Facebook posts from Steve Waugh and his foundation as the peloton rode through each section on the map.

The campaign generated wide reaching media attention and ultimately helped to raise over A$1 million for children with rare diseases.

Silver
Campaign Title

eBay: The World’s First Virtual Reality Department Store
Client

eBay Australia
Agency

Pulse Communications, a part of Ogilvy Public Relations Australia

 In 2016, eBay had a perception challenge in Australia: it needed to show consumers eBay was a place for new items at fixed prices.

Virtual reality has been on the lips of technologists everywhere and in 2016 it reached a tipping point. According to Telsyte, one in five Australians say they are now interested in trying VR and seeing what upside it can provide.

With Myer coming onto eBay in 2016, there was an opportunity to challenge these outmoded perceptions of the site. But rather than do a classic launch, it decided to create a whole new way of shopping, with eBay front and centre. The site married VR technology with Myer’s product range to create the world’s first fully ‘shoppable’ virtual reality department store. Available as a downloadable app via iOS or Android, the eBay VR store enabled shoppers to browse, select and purchase products just with their eyes using a new technology developed for the store called SightSearch. The store also incorporated the latest artificial intelligence, learning about the user and serving up different product ideas based on browser history. To ensure that every Australian could access this new technology, 20,000 eBay cardboard VR viewers—or ‘Shopticals’—were given away over three weeks, selling out within minutes each day.

More than 700 pieces of editorial coverage were achieved, as well as over 730,000 social media engagements, reaching over 800 million people globally. eBay’s brand tracking showed that Australia’s understanding of eBay as a destination for new items increased by 10 percent with more than 70 percent of respondents stating the VR store made them think differently about eBay. The site’s traffic in May was up 7 percent with no other marketing activity. The VR store had more than 8,000 unique visits to the microsite by 7am on the day of launch.

Bronze
Campaign Title

Pith by Mini
Client

KitchenAid
Agency

Adhesive PR

 The brief was to launch KitchenAid’s new Artisan Mini to an inner-city millennial audience and to communicate the mixer’s compact size—25 percent lighter and 20 percent smaller than the original KitchenAid Artisan Stand Mixer

KitchenAid is a well-known brand for an older audience, however it lacks “brand cool” among the millennial target audience. Millennials are an increasingly fragmented audience and it is challenging to target them cost-effectively. Adhesive faced a dilemma: why would millennials listen to what KitchenAid has to say when they haven’t had a conversation with them previously?

The agency decided to do something that KitchenAid had never done before. It wanted to make a statement with a brave idea that would generate sharable content among millennials and also appeal to traditional media.

Its solution was to launch Sydney and Auckland’s smallest pop-up restaurant, in the smallest apartment it could find. Measuring the equivalent of two car spaces side-by-side, the exclusive and limited edition restaurant ‘Pith by Mini’ became the hottest table in town. International millennial pop-culture sensation and “dorm-room chef” Jonah Reider was invited to curate the menu. Following worldwide fame when he turned his NYC Columbia University dorm-room into a six-person restaurant ‘Pith’, he was an obvious choice to inspire millennials to entertain, no matter the size of their living space.