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Media Relations Campaign of the Year

Campaign Title


Western Sydney University

Red Agency

We worked with Western Sydney University on all facets of the campaign from research, through to messaging development, executive and influencer enablement, Government comms, media relations, social media community management, crisis communications, events and experiential, content development and amplification. 

It was a lofty task to reposition the University in a region that has long struggled for a positive identity. Western Sydney has many negative connotations associated with communities of lower-socio economic standing and high crime. That said, over the course of 2015 we radically reshaped the region in the eyes of Sydney-siders and international onlookers on the hunt for a new place to call home and study.

Working with agency partners of the University's in a truly integrated way, we helped share Western Sydney University's story in a way previously unimagined. Working with the likes of Alumni and former Sudanese child soldier come refugee lawyer Deng Adut, we helped secure the best ever intake for the University in 2016, setting it on a path for ongoing success into the future.

Campaign Title

Lucy the Robot

Double Robotics

Atomic 212° Group

Global technology company, Double Robotics, wanted to launch in Australia with its Double telepresence robot. The device allows a remote user to manoeuvre the robot from the comfort of their home or office, and to interact with the world via video and audio devices.

Double robotics briefed Atomic 212° to develop a strategy and execution plan for launching the robot. A performance remuneration deal was struck and the team set about developing plans to launch on a low budget with very ambitious targets.

‘Lucy the Robot’ was born. We placed a humanoid robot outside the Apple store in Sydney to line up for the global release of the iPhone 6s. On the other end of the device was Lucy Kelly. In Australia it was covered in over a thousand stories, while globally it was translated into dozens of languages, 12,452 enquiries generated in 72 hours, reaching around 100 million people in total. For a marketing outlay of next to nothing, we achieved millions of dollars in advertising value. What’s more, Lucy the robot was the first out the door with an iPhone.

Campaign Title

Breaking the Mountain of Mindsets

Viacom18 Media

Viacom18 Motion Pictures

Gehlaur, a small village in the heartlands of Bihar (India) boasts of an unsung hero - a poor, uneducated common man who single-handedly dug through a 300 ft mountain for 22 years to create a motor able road. Dashrath Manjhi - armed with his hammer and chisel, fought a mountain and brought it down. Alone.

The task was to make this common man a national icon for hope, positioning the film by creating an exhaustive and integrated promotional campaign on a shoestring budget of 15000 USD.

We devised a political and socio-economical angle to highlight that Manjhi deserved to be recognized as a national hero and take his message beyond just a film. We sent the hammer and chisel sculpted awards to media houses – educating them to get the message out to the masses and position ourselves in the mainstream.

Manjhi – The Mountain Man became a national phenomenon and a metaphor for hope. The film engaged a total of 23 million viewers during its campaign, garnering over 1.6 billion USD PR Value in print publications and 90 per cent key message delivery with 110 hours of unpaid on air visibility.




Zamir Khan
Head of Award Events 

Tel: (+852) 3175 5273
Email: zamir.khan@haymarket.asia


Kaling Man
Events Manager

Tel: (+852) 3175 1993
Email: kaling.man@haymarket.asia


Atifa Silk
Brand Director

Tel: (+852) 3118 1500
Email: atifa.silk@haymarket.asia