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Business-to-Business Campaign of the Year


Gold
Campaign Title

Mobile Futures Australia
Client

Mondelez International
Agency

Red Agency

Although Australians spend half of their time online via mobile or tablet devices, companies are investing just 4 per cent of their marketing spend in mobile. Mondelēz International recognised the opportunity mobile could offer its brands and launched Mobile Futures which partnered its brand teams up with technology startups. Cadbury Dairy Milk, Marvellous Creations, Cadbury Favourites, Philadelphia cream cheese and belVita breakfast biscuits signed up and partnered wit a startup to accelerate and scale existing mobile platforms in 90 days.

The goal for the PR team was to maximise media coverage from programme launch in May 2014 to the announcement of pilot results in December 2014. The aim was to Position Mondelez as a leading innovator for mobile advertising within Australia's media and marketing industry and drive interest in the program amongst the startup community. There was also a component on internal communications as the team needed to raise awareness about the program internally to foster a cultural change across the business.

To do so the team identified three key business audiences: media and marketing; food and grocery; and startups. Central to the campaign was a series of videos that were shared through social and digital channels, as well as media, so that target audiences could follow the Mobile Futures journey through each phase. This creative content strategy will now be rolled out as Mobile Futures expands into other Asian markets in 2015. The team also organised six events throughout the campaign to target startups, media and Mondelez’ staff.

As a result of this PR endeavour, a total of 60 startups applied for the programme, double the target of 30. All partnerships had successful pilots and startups continue to work with Mondelez today both in Australia and in other markets. SkyFii, one of the technology startups, has signed a new deal with Westfield, Australia's largest retailers and Philadelphia started a new social media push and has seen a 45 per cent year-on-year increase in sales for its pour-over range, and 10 per cent boost for Sweet-Chilli Philly.
 

Silver
Campaign Title

Connected Healthcare Matters
Client

SAP
Agency

FleishmanHillard

Last year, as part of SAP’s strategic push to grow its healthcare market share, it was decided that healthcare would become a key focus area. While SAP has the solutions and expertise to help this sector address its challenges, it’s not perceived as a solutions provider for the healthcare industry. Furthermore, rivals have spotted the same opportunity in the sector and there has been a spike in industry noise. Also, media titles that cover the sector tend to pan software-related stories due to its technicality and perceived lack of direct impact. The media also views technology providers as biased sources, preferring doctor testimonials and patient stories. Finally, while SAP works with many hospitals across Asia, customer approval cycles are long and patients are especially difficult to access.

The PR team was therefore tasked with highlighting the real impact of SAP’s solutions to doctors, nurses, patients and caregivers.
To cut through the clutter and land an impactful story, SAP began working with local associations, healthcare organisations and government agencies to enable the general populace to lead healthier, more active lives through technology. With a budget of about US$17,000 SAP built a series of storylines around existing healthcare prototypes that made its clients the heroes, enabling SAP to tell a credible story. It also created a personalised care solution, previously known as Care Circles, a customisable social platform to help patients and their families find best practices in caregiving.

Furthermore, SAP built WeCare, an augmented reality app on Google Glass to help doctors improve service, reduce human errors and potentially save patients’ lives. It also designed a new wellness app dubbed Feliz. These prototypes were launched at several conferences across the region including the Internet of Things (IoT) Asia Conference in April and the HIMSS AsiaPac 2014 – Digital Healthcare Week conference.
This campaign resulted in lead generation for SAP. The IoT Asia conference generated 5 new leads, and 6 new business enquiries, while SAP’s participation at HIMSS attracted more than 300 attendees from over 80 organisations. Key wins included Samsung Medical Centre, Singapore Health and IJN, the national heart institute of Malaysia.

The team was also able to drive 69 pieces of coverage in the region which translated into new business enquires. The campaign is still running today.
 

Bronze
Campaign Title

CeBIT India, from 'just a trade fair' to 'technology intelligentsia'
Client

Hannover Milano Fairs India Pvt. Ltd.
Agency

20:20 MSL

CeBIT, the world’s largest IT & ITeS Trade show, was to be held in India in 2014. Organised by Hannover Milano Fairs India (HMFI); the company wanted to replicate CeBIT's global success in India. India's market, however, is cluttered with over 700 exhibitions every year and industry stakeholders perceived CeBIT primarily as a marketing and promotional tool. In order to ensure a successful CeBIT India, it was imperative for the communications team to change existing perceptions about trade fairs and their role in the Indian IT economy.

CeBIT India’s debut was held in Bangalore, India’s IT capital, in November, 2014. The PR strategy targeted stakeholders and influencers which included government and industry bodies, prospective exhibitors and attendees from across the country and world. It also needed to win over the Karnataka Government, hosts of a renowned IT trade show, BangaloreITE.biz, which had been in the market for more than 10 years and was scheduled around the same time as CeBIT. A further goal was to reach out to mid-level IT managers from Tier II and Tier III cities who have previously been denied access to international-standard trade fairs.

With a budget of 40,000 the team worked to position CeBIT India as “Technology Intelligentsia”, rather than “just a trade fair”. To achieve this, they conducted an integrated campaign cutting across conventional PR tools, using social media and on-ground media engagements. Through media advocacy CeBIT India was first featured on the front page of India’s leading English publication The Times of India.

This resulted in positive return comments in the media from Srivatsa Krishna, IT Secretary, and the Karnataka Government: “Karnataka will be happy to encourage CeBIT, CES, and other leading industry events to make their permanent home in India.” The effort also attracted more than 600 exhibitors and 13,000 visitors during the 5-day event.
The campaign generated five times the client’s expected number of exhibitor enquiries and stimulated the participation of Medium, Small, and Micro Enterprises (MSME’s) during the show. The total number of MSMEs grew to 127 – exceeding the original target of 100.