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Best Use of Digital


Gold
Campaign Title

Made By Me
Client

University of New South Wales
Agency

FleishmanHillard

Millennial women perceive engineering as a male-dominated profession that doesn’t appeal to them. And the reality is only 13 percent of all engineering jobs are filled by women. The University of New South Wales (UNSW) wanted to increase female enrolments in undergraduate engineering degrees (females aged 17 to 21)—but understood that this audience does not respond to traditional marketing.

To address misconceptions about engineering called for a disruptive strategy that engaged young women in a way that was exciting and entertaining. Importantly, the campaign needed to show how a career in engineering is intrinsically linked to the things young women love—including culture, music, fashion and art.

The approach focused on developing content that broke industry conventions—engaging the audience in a way that would get them (and the media) talking.

Instead of another pamphlet, the campaign drafted in the help of two of Australia’s favourite female artists—Grammy Award-winning DJ Nervo—to create an interactive music video for the duo’s new single, People Grinnin’. This well-known music act spend their time headlining around the world, but their career in music began after studying engineering. Throughout the music clip fans were encouraged to click on everyday objects, including mobile phones and shoes, to discover that engineers create a lot of the weird and wonderful things young women love.

By connecting with their passion points in an exciting way, the campaign inspired young women to consider engineering as a career. Preliminary reports from UNSW show a 24 percent increase in female applications for 2017 over 2016. The campaign also achieved over 63 million in PR reach and 3 million in social media impressions.Millennial women perceive engineering as a male-dominated profession that doesn’t appeal to them. And the reality is only 13 percent of all engineering jobs are filled by women. The University of New South Wales (UNSW) wanted to increase female enrolments in undergraduate engineering degrees (females aged 17 to 21)—but understood that this audience does not respond to traditional marketing.

Silver
Campaign Title

Panasonic Eclipse Live by Solar Power
Client

Panasonic
Agency

Golin Singapore

Panasonic’s goal is to deliver sustainable energy solutions through its Solar Power Supply Container to off-grid locations around the world, particularly the islands across Southeast Asia where there is no grid electricity. However, solar solutions have nascent B2B and B2G target markets with niche business opportunities, due to a general lack of awareness about the possibilities of solar energy.

To showcase its solar energy solutions, Panasonic leveraged a total eclipse of the sun on 9 March 2016 by doing a live-stream from an off-grid location in Ternate Island, Indonesia, using only solar energy from Panasonic’s Solar Power Supply Container. The total eclipse was only visible from a narrow 125km-wide band in Southeast Asia.

The Panasonic Solar Power Supply Container was first transported to Ternate Island to provide energy to support filming, editing and live-broadcasting of the solar eclipse. Panasonic had also partnered with Telekom Indonesia to set up a dedicated broadband hub to facilitate the live-stream, and engaged astronomy videographer Tadahiko Tani to shoot the phenomenon with Panasonic Lumix GH4 cameras. Former MTV VJ, Richard Harrera hosted the live-streaming event, which was made available on the Panasonic Eclipse Live by Solar Power microsite, and amplified across Ustream, YouTube Live, Periscope, Facebook and Twitter.

Excitement was created among the target audience and media through creative invites, teaser videos and engaging social content.

The live broadcast reached over 7 million people from 134 countries, with more than 1,000 media stories mentioning the Panasonic solar container globally and 4.89 million social media impressions.