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FC. Best Use of Digital


Winner
Campaign Title

The Most Powerful Arm Ever Invented
Client

Save Our Sons
Agency

Red Agency

Save Our Sons is an Australian charity dedicated to raising awareness and funds for Duchenne muscular dystrophy, a rare and fatal muscle degenerative disease that affects 1 in 3,500 boys worldwide. The charity wanted to approach the Australian government, to match monies already raised ($1.75million) to fund imperative clinical trials. For this they needed to gain the support of the Australian public, but the charity and disease itself lacked national awareness. 

The Most Powerful Arm Ever Invented was created to capture public interest and support for the cause. With no budget behind the campaign, disseminating key messages about the disease and the call to action relied solely on PR. The strategy was to use Australian earned media channels to tell the story of DMD sufferers and drive people to the robot arm for immediate action.  Key media targets were identified across TV, radio, online and print, as well as parenting, lifestyle, technology and health verticals and social media.
 

Following the campaign, a pharmaceutical company agreed to commence clinical trials with funds raised to date, rather than waiting for the total sum required from government. 

Certificate of Excellence
Campaign Title

Virgin Mobile Game of Phones
Client

Virgin Mobile Australia
Agency

One Green Bean

In August 2013, Virgin Mobile revealed a major brand refresh, unveiling a new logo, a more mature look and feel, and an evolution of their customer-centric strategy that adopted the ethos ‘we look after our own’. As the fourth biggest category player, Virgin Mobile wanted to make the most of every marketing
dollar with a campaign that would maximise the earned and social media potential of paid media spend. Virgin Mobile looked to highlight the unique value of their plans, as well as being a part of the Virgin Group family. The brief called out for a ‘social by design’ campaign that would be supported by a significant spend in outdoor and digital media.

Game of Phones – an innovative mobile ‘gamification’ app, designed to amplify the ‘rewards worth fighting for’ positioning that integrated key product information into engaging, absorbing game–play over three weeks. The nation was challenged to hunt for almost $200,000 worth of prizes in the ‘Game of Phones’ virtual world through a mobile app game that saw live interaction between tens of thousands of people on the streets of Australia.

The campaign delivered a 29 per cent uplift in postpaid sales and over 47,000 customers activated Velocity rewards on their account.

Honourable Mention
Campaign Title

NESCAFÉ: Opening the Front Door While Guarding the Back Door in China
Client

Nestle (China) Ltd.
Agency

Ogilvy Public Relations, Beijing

Entering the country 20 years ago, Nescafe was the first coffee brand in China. However, its rivals were demonstrating a more foreign look and feel to compete with the objective to position their brands as being premium, authentic, and high quality. The changing dynamic left Nescafe suffering from a consumer misconception that it was not ‘real’ coffee.

The key insight was that growing affluence is fuelling the desire for authentic international experiences, especially with coffee. The communication strategy was to employ in-depth story telling on the origins of Nescafe through credible advocates to build authenticity and international imagery. A mini documentary format using four short films were adopted.

The campaign achieved double-digit Nescafe sales growth for two successive months, while market share grew 1.7 per cent over the campaign period, reversing previous competitive gains