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F. Business-to-Business Campaign of the Year


Winner
Campaign Title

Snapshot of Australia’s Digital Future
Client

Text100 and IBM
Agency

Text100 and IBM

In 2011, IBM identified significant growth opportunities from the roll-out of high-speed broadband. The agency saw a gap in the market — the absence of a compelling, clear articulation of the applications, services and business opportunities a digitally connected society will offer Australia. To position IBM as a leader in this field, a report titled A Snapshot of Australia’s Digital Future to 2050 was created to serve as a business platform and vehicle for thought leadership. The report was promoted in a campaign that involved a ‘digital future’ installation, pre-launch briefings to IT analysts and government stakeholders, followed by a public launch for media and influencers. It was also used as an opportunity to engage with C-suite clients and the industry through follow-up roundtables, a media partnership and several industry speaking engagements and sales response. IBM also enabled sellers and employees through a seller university training session. The campaign succeeded in building IBM’s influence as a leading voice with the government and the industry, generating profitable leads and engaging internal and external stakeholders. The report was viewed by thousands and generated media coverage across national papers, radio and TV stations. A second phase will be rolled out in 2013 and IBM has decided to replicate the campaign in other markets around the world.

Certificate of Excellence
Campaign Title

Growing Pains: Honeywell Aerospace's Mission to Modernise Air Traffic
Client

Honeywell Aerospace
Agency

Waggener Edstrom Worldwide

Asia-Pacific is expected to need 11,450 new aircraft in the next 20 years to cope with growth. The 2012 Singapore Airshow gave Honeywell Aerospace and the agency the platform needed to launch an air-traffic management (ATM) modernisation campaign, called ‘Airport of the Future’, and build its reputation as a leader in the sector. The campaign featured an ‘Intelligent Airports’ infographic on a large touch-screen TV at the airshow, coupled with talks and social media amplification. As a result, Honeywell led competitors in terms of airshow media coverage with a 60 per cent share of voice.

Honourable Mention
Campaign Title

The Tax Institute – 2012 media relations campaign
Client

The Tax Institute
Agency

Sefiani Communications Group

The Tax Institute wanted to position itself as an authoritative leader in Australia’s tax policies. Its aim was to increase its media share, garner interest in key events while retaining and attracting membership at the institute. The agency showcased TTI’s expertise through high-level media engagement, which included introductions to journalists and interviews in mainstream media. It pre-positioned TTI spokespeople to media ahead of key events and offered exclusive stories across media. It was also quick to respond to queries from journalists, all of which resulted in a 69.5 per cent increase in media exposure.