<< Back to Winners

Promotional Activity of the Year


Gold
Campaign Title

The LAB Experiment
Client

Best and Less
Agency

Edelman Australia

The fashion industry has created the perception that higher prices and designer labels mean more style. Standing against this myth is low-cost Australian retail chain Best&Less, which believe that fashion should be affordable for everyone. However, Australians believed the brand to be unfashionable. To convince them otherwise, the brand needed consumers to see themselves that Best&Less has great looking, on-trend and affordable fashion collections. It needed for consumers to understand that you don’t have to pay big money for expensive labels in order to be stylish. But it needed to dispel the perception that Best&Less was ‘cheap and outdated’. Research showed that the brand was not a part of consumers’ repertoire or their consideration for fashion. Its key target audience was women aged 25-64. This target consumer segment represented one of the largest groups in the market population, so shifting their perceptions of Best&Less would offer a major business growth opportunity. Australian women weren’t coming to Best&Less. So the brand brought Best&Less to them. In disguise. It created LAB, a pop-up boutique store in Sydney, alongside high-end fashion brands. In this store, Best&Less fashion was disguised under a new label ‘LAB’, with inflated prices. The real price and brand were only revealed at check-out. By creating an experience that shocked and confounded shoppers, the brand held up a mirror to the fashion industry and its distorted pricing, showing Australians that you shouldn’t have to spend big on labels to look stylish. The campaign reached one in three Australians and the LAB pop-up store sales outperformed the best performing Best&Less store sales by 1,733 per cent.

Silver
Campaign Title

Earth Hour 2014: Use Your Power - Be a Superhero for the Planet
Client

Earth Hour Global Limited
Agency

N/A

The mandate for Earth Hour 2014 was to galvanise people to use their power to take action against climate change. The mandate was broken down into the following objectives: 1) Achieve tangible environmental impacts through raising at money for crowdfunding projects. 2) Increase awareness of EH and climate change by: a. Surpassing the record of participating countries (154 countries took part in 2013). b. Achieve 50 per cent more media article coverage globally on Google news ‘All In Title’ search. c. Expanding digital audience and engagement by 20 per cent (18.4 million global digital engagement and interactions in 2013). 3) Increase visitorship to earthhour.org by at least 10% from January to April 2014 (844,945 unique visitors in 2013). The EHG team launched Earth Hour Blue – the world’s first environmentally-focused crowdfunding platform on earthhour.org. The platform was designed to empower individuals and grassroots communities to donate to environmental projects that matter to them. For the platform to succeed, it was essential to drive up global interest and engage media with a new angle. To achieve this, it partnered with Sony Pictures Entertainment and recruited Spider-Man to be EH’s first-ever superhero ambassador and the cast of the film ‘The Amazing Spider-Man 2’ (Emma Stone, Andrew Garfield and Jamie Foxx as global ambassadors). The agency developed a communications blueprint for the campaign. This strategy was vital in boosting the idea of responsibly using the individual’s power to save our planet, which led to the campaign’s official tagline and call to action for 2014 - Be a Superhero for the Planet, Use #YourPower at earthhour.org. The EHG team also proposed the first-ever Earth Hour Global Event in Singapore.

Bronze
Campaign Title

Cornetto RED Tour with Taylor Swift
Client

Unilever Singapore
Agency

Golin Singapore

Cornetto faced a challenge as its target audience (teens and young adults aged between 15-25 years old, with a passion for film, technology and most of all music) was increasingly consuming competitive products and categories (chocolate, chips etc.) over Cornetto due to the lack of product loyalty and declining brand relevance, not just in Singapore, but across the Southeast Asia region. As a result, sales growth and market share for Cornetto were declining year-on-year. The agency worked with a hero ambassador to develop a brand experience both on PR and social. Recognising that the TA looked to celebrities as key influencers, Cornetto identified Taylor Swift to front the campaign through the sponsorship of her RED Tour concerts across markets in Southeast Asia. Swift’s RED Tour theme was also leveraged to launch a limited edition Cornetto Blackforest RED to draw stronger relevance and linkage between product and activation. Cornetto curated several social initiatives to amplify the campaign’s key messages. Central to the campaign, The Ride to Fame competition saw close to 100 entries received from aspiring musicians over a four week period.