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Australia/New Zealand PR Consultancy of the Year


Winner
Campaign Title

Client

Agency

Red Agency Australia

Part of Havas, Red Agency launched in 2002, with a vision to create Australia’s most inspirational and ground-breaking campaigns and a goal to produce five genuinely ground-breaking campaigns each year. This came to life in 2014 with the agency taking out 28 national and international industry awards recognising its client work. This included becoming the first APAC PR agency to win a coveted D&AD Black Pencil, one of the world's leading creative awards. It was the fifth most awarded agency in Havas of nearly 800 advertising and PR agencies. Its campaigns won over juries around the world for being ‘deliberately shareable’. One example is Cadbury Dairy Milk, which is Australia’s biggest chocolate range. The brand has strong awareness, however, insight showed consumers were defaulting to buying the same flavour every week. An opportunity existed to encourage consumers to try a new flavour or rediscover a forgotten flavour. The Flavourism campaign was created to make people think differently about the range and spark a national flavour conversation. The agency created a world-first: the Cadbury Joy Generator, a socially-driven flavour-matching vending machine, matching people to a chocolate flavour based on their Facebook likes and interests and dispensing a free block of the flavour that best matches their profile. It activated in Sydney and Melbourne, driving earned media and social content. Sales across the range increased by 10.4 per cent with a 0.7 per cent increase in market share. The agency secured 250+ pieces of earned media spanning print, broadcast and online (90 per cent tier one targets). Cumulative reach of 176 million+ while thousands engaged with the campaign via social channels.