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S. Best Use of Social Media

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Campaign Title

Mortein Kill/Save Louie the Fly
Client

Reckitt Benckiser
Agency

Red Agency

Mortein, Australia’s pest control brand, wanted to reconnect its brand mascot ‘Louie the Fly’ — which was created in 1957 — with today’s consumers and reach younger generations who are its potential customers. Red Agency helped the brand ‘Kill or Save Louie the Fly’ campaign by announcing Mortein’s decision to kill off Louie on Australia’s leading Sunday newspaper, the Sun Herald, and inviting fans to follow Louie via Facebook and vote whether or not to keep him alive. The decision spurred a huge national debate which drove 30,000 fans to the Louie page in the first week. At an experiential event, a real-life Louie the Fly was created to visit high footfall locations and appear in a branded ice-cream van with branded products. His route was published on Facebook for fans to meet him. However, during the campaign period, the closing-down of its Sydney factory by Reckitt Benckiser, the owner of Mortein, which does not have a Facebook page, turned Louie into a target to vent frustration at the decision. More than 400 negative comments made in 48 hours led to a loss of more than 1,000 ‘likes’. Red Agency quickly responded by ending the ‘Kill or Save’ campaign and allowing people to have their say on the page. After six weeks of the announcement, the brand not only bowled the negativity off the page, but also increased the fan base from 212,000 to 224,000.

Certificate of Excellence
Campaign Title

Driving Dogs
Client

SPCA/MINI
Agency

DraftFCB New Zealand

The perception of shelter dogs that they are victims had made SPCA’s job of finding homes for these animals a real challenge and SPCA needed to change it. Meanwhile, its long-standing sponsor Mini also wanted to help SPCA in this initiative, to increase awareness of this partnership and also to make a real difference to the SPCA. SPCA and Mini employed a strategy to show the intelligence and trainability of SPCA dogs: teaching them to drive a Mini. The campaign faced two significant challenges: to teach a dog to drive with no camera tricks and to show it live on news TV in order to make the story credible. It started off with teasers to reveal the idea through prime-time news television show Campbell Live, before it further engaged the nation with training footage across PR and social media that posed the question ‘Can a dog drive a car? Tune-in one week later to find out’ in order to keep people intrigued emotionally. Finally, the idea was shown live on national TV to prove that the idea was actually possible.

Certificate of Excellence
Campaign Title

Changi Airport as an Aviation Hub
Client

Changi Airport Group
Agency

Changi Airport Group

Changi Airport Group worked with Weber Shandwick to position the airport as a premier aviation hub via social media by highlighting the airport’s services and facilities, running contests, and providing value to airline partners. In 2012, Changi Airport saw over 51.2 million passenger movements, an increase of 10 per cent over the previous year and setting a new record in its 31-year history.

Honourable Mention
Campaign Title

Social relay for clean online communications
Client

SK Telecom
Agency

Edelman Korea

SK Telecom aimed to cultivate a more civil and enriching social media culture in South Korea through Facebook, Twitter and local microblogging platform me2day.


It launched a three-month campaign to encourage people to discuss their views and provide examples of positive social media use. More than 11,950 people took part in the missions. Top-tier and influential media wrote 72 articles on the campaign, and SK Telecom’s 24 Facebook posts garnered a total of 32,608 likes, 3,880 replies and 912 shares.