star awards 200918 AdNews 3 July 2009

From the Chairperson

Welcome to the A u s t r a l a s i a n

Promotional Marketing Association’s 2009 Star Awards Winners Showcase, which were announced at a sensational presentation ceremony held in Sydney on Thursday, 2 July 2009.

The Star Awards – previously the APMA Awards of Excellence – now in its fourth year since being re-launched, has honoured the outstanding efforts

and accomplishments of both promotional agencies and promoters across Australia and New Zealand.

In fact, we are most proud that in the past three years, two of our Grand Prix winners have gone on to take out the most coveted honour of Best in the World at the Globes, our partner awards program held in the US. We’re hoping to make it a hat-trick with our Grand Prix winner from 2009 competing in the Globes in October of this year!

On behalf of the APMA committee, it’s my pleasure to present to you this year’s Star Award winners, which showcase the exceptional standards achieved through clever thinking and creativity, measurable behavioural change and solid sales success, in promotional marketing over the past 12 months.

In these tough economic times, promoters often look to promotional marketing techniques to keep their brands top of mind, secure quick wins, drive sales and maintain some activity in the market. It’s a time when some of the most innovative and clever promotional techniques and campaigns are born and I am sure we will be seeing some terrific campaigns and results over the next 12 months.

The APMA Star Awards is designed to reward and promote excellence in promotional marketing and without the support of the APMA member agencies and the sponsors, our awards programme would not exist. While we all want to win awards, only a select few can be winners on the night.

However, I urge more and more of you to support this wonderful industry of ours and “have a go” and enter the awards. You never know, you may just see your name up in lights!

As the only Australasian industry event that highlights the achievements of promotional marketing, the APMA Star Awards not only promotes our industry and demonstrates how important the discipline is as part of the marketing mix, it also promotes a wide range of high-calibre campaigns to the public and industry; provides an opportunity for the industry to celebrate its achievements; provides an invaluable “marketing tool” for finalists and winners of each award category; encourages the continual raising of standards across the industry; and, most importantly, provides a benchmark for the future for us all.

I am very proud of the Star Awards and the fact we have set the benchmark on the world stage with some of the exciting and innovative campaigns from the Australasian region and look forward to seeing how our winner’s do in the Globes later this year in Boston, US.

Once again, thank you to all of the entrants, the judges, the sponsors and the attendees to our very special event, and congratulations again to all of this year’s winners.

On a final note, this is my last year as the chairperson of APMA after a five year tenure and I wish to thank the members for entrusting me to lead their industry body and also to the wonderful committee members that have supported me over the past five years.

I am very proud of the achievements we have made and am so proud of the work and milestones achieved.

Kylie Green is APMA chairperson and chief executive at

Kaleidoscope Marketing Communications.

the star awards judgesIn 2009 we welcome the talents of 41 individuals who make up our panel of judges, who are all recognised and highly respected for their extensive industry experience as well as in their particular areas of expertise.

With stringent criteria and demanding expectations, this year’s judging panel consisted of the following:

amie smith HughesGlobal Marketer, Us

Michael stovin-Bradfordtactical resource

tracey VargaLiquor alliance

Josh waldhornsw9 Brand activation

amanda weeksthe wrigley Company

danielle westerbrinkPepsiCo

Fiona wilsonMars Petcare

steve Young Cereal Partners worldwide

Patricia demopouloswyeth Nutrition

Paul donaldsonFoster’s Group

Lisa ForrestOlympus Imaging

James FraserBiersdorf

Michael GarnettCoca-Cola amatil

Mike HannandB Breweries

Melissa Jones Heinz wattie’s australasia

annette KarydisGazal apparel

Justin LamCerebos

Victor LeungFairfax digital

simon MahoneysMP UK

tammy MarshallContiki

Julian MartinBrandCentral

Melissa McCarneyaussie

John NataleCoca-Cola amatil

robert Prevezerthe Comm-unications agency

robyn QuinnPepsiCo

Paul adamsFree2travel

tim andersonMcGuigan wines

Michael andradeMarketing Vision Brazil

Justin axfordIMI International

Petra BarberMcdonald’s

robyn BarwellMaxxium

Gary BertwistleBlue Moon Creative

Christina Browntravelex asia Pacific

Matthew Bruhndiageo asia Pacific

Kim CarlonNew Zealand Natural

Matt CowdroyPharmaCare Laboratories

Mike ConnellGlaxosmithKline

Liz CourtneyEvolve Group

scott CrawfordFerrero

andrew daviePhoton Group

Mike da silvaMdsa Promotion Marketing

star awards 2009

CAMPAIGN Four’N Twenty Magic Salad Plate™ CLIENT Patties FoodsAGENCY Clemenger Fusion MelbourneCoLLAborATING AGENCY Clemenger bbDo

It’s a campaign that has won the hearts of Aussie consumers,

cementing its place as the Grand Prix Winner in this year’s Star Awards.

Four’N Twenty has a long history as the iconic Australian meat pie, but pies were increasingly considered an unhealthy meal choice, prompting the brand to set out to find a new way to give Aussie

blokes permission to enjoy a pie.Four’N Twenty set out to create

a campaign that encouraged blokes to feel comfortable telling society to bugger off for five minutes while they enjoyed a pie. The campaign was pretty simple – plastic plates with fake salad heaped on one side, therefore allowing pie eaters to pretend they’re having a salad with their pie. The plates were offered for sale, prompting huge public interest with a phenomenal response from consumers.

Consumers who purchased any two specially marked products, visited Magicsaladplate.com.au and paid $5 (plus postage and handling)

would be posted a Four’N Twenty Magic Salad Plate™ they could call their own.

TV spots and daytime radio aimed at the target market of 18 to 35-year-old blue collar workers supported the campaign, which was designed to make consumers feel comfortable about not trying to be healthy. Point-of-sale promotions were also created to support the campaign.

The campaign was a hit and was deemed the most successful marketing campaign ever undertaken by Four’N Twenty.

Consumers embraced the campaign and once the plates hit the

market, the brand was immediately rewarded with enormous amounts of free publicity for being “true to itself” by introducing the very idea of a plastic plate that enabled blokes to at least pretend they were trying to be healthy.

The level of hype led consumers to desperately want to know if the plates were real. As soon as the plates were available for purchase, they appeared on eBay, selling for up to $76 – over 15 times their original price. Over the promotional period, Patties Foods recorded a sales increase of 40% in the single serve pies and a 21% sales increase in the pie four-pack.

The Australian Financial Review rated the plate as one of 2008’s best new products, second only to the iPhone and ahead of Barack Obama, proving that the campaign was not only seen, but loudly heard by consumers.

The judges said: “What sets this campaign apart is the honesty with regard to brand positioning and their target, a great understanding of insight and a terrifically simple, rather, insanely simple creative idea that has the sense of humour of the brand at its core.

“This is one of the biggest, freshest, most on-brand ideas seen in recent times.” <

sponsored by

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star awards 200920 AdNews 3 July 2009

sponsored by

CAMPAIGN Quantum CodeCLIENT Sony AustraliaAGENCY Euro RSCG Australia

Sony created a consumer promotion that worked to engage consumers in

the brand and leverage the blockbuster release of James Bond flick Quantum of Solace. Sony Pictures created a campaign dubbed “The Quantum Code”, which went on to be the most successful Sony consumer electronics promotion ever held in Australia. Sony harnessed the potent mix of point-of-sale, retailer-specific catalogue advertising and social media applications to ultimately smash the already lofty sales records set by previous Sony film-based promotions. In doing so it defied the crippling impact of the global financial crisis.

Sony is no stranger to in-store promotions. The Da Vinci Code helped set new sales records in early 2006 and later the same year Casino Royale performed even better.

This time around, Sony implemented a two-stage strategy during the life of the campaign. Stage one was a teaser

phase that used new technology to allow consumers to lead a double life through their mobile phone as they assisted a mysterious female agent in a series of intriguing spy missions.

Stage two invited consumers to scan their Quantum Codes on in-store materials to double their chances to win a prize – an Australian promotional first.

The campaign engaged thousands of Australians to live in a world less ordinary (the Sony brand essence is “Your world – less ordinary”) while also setting a new benchmark for future Sony promotional

programs. In fact, The Quantum Code was an outstanding sales and brand success for Sony. Even in the face of significant competitor activity and the global credit crisis, the campaign smashed all targets.

The Quantum Code saw more than 8000 mobile players register to “live a life less ordinary” that ultimately resulted in $21.3 million generated in sales value. More than 250 people packed into the final event held inside the flagship Sony Centre store on George Street in Sydney, while the official game online forum recorded more than 24,000 views. <

best Integrated Communications Campaign

CAMPAIGN Earth Hour 2 CLIENT World Wildlife Fund AGENCY Leo Burnett

sponsored bybest sponsorship or tie-In Campaign

CAMPAIGN AdiThread/This is not a JerseyCLIENT Adidas New Zealand/New Zealand Rugby UnionAGENCY TBWA\Whybin\Tequila New ZealandCOLLABORATING AGENCIES Cake; M2 Studio; Match Photographers; Shift

CAMPAIGN Quantum CodeCLIENT Sony AustraliaAGENCY Euro RSCG Australia

Sony takes out the top gong for a promotion that worked to engage

consumers in the brand and leverage the blockbuster release of Quantum of Solace, featuring the high-octane adventures of James Bond. Sony created a competition with a difference dubbed “The Quantum Code”, which went on to be the most successful Sony consumer electronics promotion ever held in Australia.

Sony used a clever mix of point-of-sale, retailer-specific catalogue advertising and social media applications to ultimately smash the already lofty sales records set by previous Sony film promotions and in doing so it defied the impact of the global financial crisis.

The first stage of the strategy was a teaser phase. Sony deployed new technology to allow consumers to live like a Quantum of Solace 00-agent through their mobile phone as they assisted a mysterious female agent in a series of intriguing spy missions.

The next stage invited consumers to

scan their Quantum Codes on in-store materials to double their chances to win a prize, which was an Australian promotional first.

The campaign engaged thousands of Australians “to live in a world less ordinary” (the Sony brand essence is “Your world – less ordinary”) while also setting a new benchmark for future Sony promotional programs.

In fact, The Quantum Code was an outstanding sales and brand success for Sony, which operates in an extremely competitive market. But even in the

face of significant competitor activity around the time of the promotion and the global credit crisis, the campaign smashed all targets.

The Quantum Code captured the hearts of more than 8000 unique mobile players who registered to live a life less ordinary that ultimately resulted in $21.3 million of generated sales value.

More than 250 people packed into the final event held inside the flagship Sony Centre store on George Street in Sydney, while the official game online forum recorded more than 24,000 views. <

CAMPAIGN MARS Believe – Team Tassie CampaignCLIENT Mars Snackfood Australia AGENCY Graffiti Group

CAMPAIGN VB Top Ticket Promotion CLIENT Foster’s AustraliaAGENCY Apollo Marketing

star awards 2009

sponsored by

CAMPAIGN Smirnoff Secret Party Wristband MailingCLIENT Diageo AustraliaAGENCY The Marketing Store

Building on the success of its global experience platform, Smirnoff

Australia launched a promotion to win tickets to a Secret Party in 2008. Based on the insight that Smirnoff consumers love the thrill of the unknown and crave unexpected experiences, the brand hosted three Secret Parties in Sydney, Melbourne and Brisbane to drive brand engagement via intrigue and subsequently, reward.

One thousand and ninety people received a double pass to the event in their state. Given that winners couldn’t know the party locations until the night, the objective was to ensure that every consumer to win entry to the Secret Party remained engaged, enjoyed the journey and actually attended the event. The greater objective was to create excitement and relevance around the Smirnoff brand among an audience typically difficult to engage through traditional media.

Secret Party winners were taken on

a six-month journey via various media channels, with slow reveals and teasers alluding to what the parties might include. Party goers were reminded that “the only way in is to win” in order to drive sales and competition entries. An SMS was sent to competition winners to tell them they were picked to attend the party.

The strategy used to distribute tickets was innovative, original and created real engagement with the brand. Winners weren’t just sent their tickets or their names put on a guest list – they were sent a fully interactive, multimedia device that would get them into the event on the night and explain how to actually find the secret event. An SMS also told them

to look out for an unmarked package in the post. Black, unbranded packages appeared through letter boxes within a fortnight. Inside was a premium, rubber wristband with a Smirnoff logo printed on the front. Inside the wristband was a USB hub and instructions to insert the USB into a computer. An animated viral teaser opened, followed by instructions on what competition winners needed to do to get to the party. Winners were told to wear the wristband to the party.

The strategy added value to the actual event and as a result, the level of attendance at each event was at 100% for Sydney, 99.15% for Melbourne and 94.44% in Brisbane. <

best Use of direct Marketing & CrM

CAMPAIGN Europe is only a Heartbeat AwayCLIENT Emirates AGENCY Kaleidoscope Marketing CommunicationsCOLLABORATING AGENCY Saatchi & Saatchi

sponsored bybest digital/Interactive Campaign

CAMPAIGN Vegemite One in a BillionCLIENT Kraft Australia AGENCY Wunderman COLLABORATING AGENCIES Be.Interactive; Icon Partners; ISS Marketing; Royce

3 July 2009 AdNews 21

CAMPAIGN The Quantum CodeCLIENT Sony AustraliaAGENCY Euro RSCG Australia

Sony wowed the judges with its digital campaign that accompanied its hugely

successful campaign, The Quantum Code.Sony created a consumer promotion

to engage consumers and leverage the blockbuster release of James Bond flick Quantum of Solace. Sony Pictures created a campaign dubbed “The Quantum Code”, which went on to be the most successful Sony consumer electronics promotion ever held in Australia. The Sony campaign smashed the already lofty sales records set by previous Sony film-based promotions and also defied the crippling impact of the global financial crisis.

Sony is no stranger to in-store promotions. The Da Vinci Code helped set new sales records in early 2006 and later the same year Casino Royale performed even better. This time Sony implemented a two-stage strategy during the campaign. Stage one was a teaser phase that used new technology to allow consumers to lead a double life through their mobile phone as

they assisted a mysterious female agent in a series of intriguing spy missions.

In an Australian promotional first, stage two invited consumers to scan their Quantum Codes on in-store materials to double their chances of winning a prize.

An online/offline Alternate Reality Game was launched to coincide with the consumer promotion. It generated massive amounts of “buzz” within technology influencers – such as the highly respected Gizmodo.com.au blog – by allowing consumers to live the life of a secret service agent, save the world – and the girl – and win untold riches and Sony/007 prizes.

The campaign engaged thousands of

Australians to live in a “world less ordinary” while also setting a new benchmark for future Sony promotional programs. The Quantum Code was an outstanding sales and brand success for the Sony brand. Even in the face of significant competitor activity and the global credit crisis, the campaign smashed all targets.

The Quantum Code saw more than 8000 mobile players register to live a life less ordinary that ultimately resulted in $21.3 million in generated sales value. More than 250 people packed into the final event held inside the flagship Sony Centre store on George Street in Sydney, while the official game online forum recorded more than 24,000 views. <

CAMPAIGN Search & Rescue Pharmacy ChallengeCLIENT iNova PharmaceuticalsAGENCY Pacific Highway Marketing CommunicationsCOLLABORATING AGENCY BTA Active

CAMPAIGN AdiThread/This is not a JerseyCLIENT Adidas New Zealand/New Zealand Rugby UnionAGENCY TBWA\Whybin\Tequila New ZealandCOLLABORATING AGENCIES Cake; M2 Studio; Match Photographers; Shift

star awards 2009

sponsored by

CAMPAIGN Vegemite One in a BillionCLIENT Kraft AustraliaAGENCY WundermanCOLLABORATING AGENCIES B.Interactive; Icon Partners; ISS Marketing; Royce

Vegemite is the ultimate Australian icon – as firmly entrenched in

the country’s psyche as meat pies and thongs. But Australians’ love for the spread doesn’t always translate into regular Vegemite toast for breakfast. And while Kraft knew that Australians would be proud to celebrate the 85th birthday and the billionth jar ever produced, it also wanted to use the celebration to increase sales and consumption habits among light and lapsed users.

A PR strategy cherry-picked opportunities to create buzz and talkability around the brand’s birthday celebration, with some of the original Happy Little Vegemites from the much-loved television commercial reunited at an event to commission a commemorative Gold Vegemite Jar. The jar itself was made entirely from precious

metals including 18 and 22 carat gold, worth over $30,000.

Over the following weeks, the Vegemite “One In A Billion” promotion encouraged consumers across the country to search for the winning jar in the hope they would uncover the golden token to be found under the lid of just one jar.

The campaign was a huge success for the brand, with Kraft recording its bigger ever month on shipments – almost double the same month in the previous year. Unique visitors to the Vegemite.com.au site rose a mammoth 347% on average monthly site traffic, with

visitors spending a combined 603,000 minutes engaged with the brand online.

The company also had more than 70,000 online Instant Win competition entries, with consumers peeling off the label from a jar before entering a unique code online to see if they had won an instant prize. Returning visitors to the site also increased by more than 30% throughout the rest of the year.

The world’s largest display of Vegemite was also created by a Coles supermarket in Queensland, with 2516 cartons – or 10 tonnes – of the iconic spread stacked in-store in a super-sized tribute. <

best brand building Campaign

CAMPAIGN Export Yourself – Export GoldCLIENT DB Breweries New ZealandAGENCY Apollo Marketing New Zealand

sponsored bybest business-to-business Campaign

22 AdNews 3 July 2009

CAMPAIGN barMAPCLIENT DB Breweries New ZealandAGENCY Apollo Marketing New Zealand

New Zealand beer company DB Breweries wanted to encourage

bar owners across Australia and New Zealand to create effective promotional campaigns that would benefit both parties. It believed a website that enabled bar owners to list their core objectives would streamline the process.

The move would also work to cleverly reposition DB Breweries from a supplier to a business partner, which would allow bars to leverage brands for partnership growth – rather than brands leveraging bars for brand growth.

DB Breweries – which has a stable of beer brands including Heineken, Sol and Tiger – launched barMAP, an online interactive marketing advisor that gives bar owners a range of promotional campaigns to choose from. With more than 200 different promotions listed on the site to date, barMAP “listens” to an objective – such as “drive foot traffic into my bar” – and provides numerous

options that are easy for bar owners to execute.

The online system has delivered hundreds of individual bar owners with the opportunity to plan, build and execute relevant marketing campaigns that deliver profit for their business. The system creates a range of promotional structures to generate on-premise promotions, providing everything a bar owner needs to create their own campaign, including posters, scratch cards, stamp cards, table talkers and entry forms.

The system has been a phenomenal success, with outlets realising the benefits of mutually generated promotions that address core business objectives. The online tool has also enabled DB Breweries’ reps to talk to bar owners at a higher level – as business consultants rather than suppliers, with outlet owners embracing

conversations that have started with their own business objectives.

The barMAP system has revolutionised business-to-business supplier partnerships across hundreds of individual accounts.

The campaign has also delivered more than 3000 promotions within 16 weeks of launch and averaged $1600 incremental profit per bar across hundreds of individual bars. <

CAMPAIGN Jump Start Your Day With Nutella CLIENT Ferrero AustraliaAGENCY 30thirty

CAMPAIGN Coca-Cola 7-Eleven “Go For Gold” Trade ProgrammeCLIENT Coca-ColaAGENCY Apollo Marketing

CAMPAIGN Europe is only a Heartbeat AwayCLIENT Emirates AGENCY Kaleidoscope Marketing CommunicationsCOLLABORATING AGENCY Saatchi & Saatchi

star awards 2009

sponsored by

CAMPAIGN Invisible Nasties IICLIENT Colgate-PalmoliveAGENCY Leo Burnett

The Australian Dental Association recommends that people change their

toothbrush at least every three months, but data shows that on average most people only change their toothbrush every five to six months. This finding prompted toothbrush brand Colgate-Palmolive to investigate why people don’t change their toothbrush more often. Its research found that people don’t see a compelling reason to change their toothbrush more often. It also found, however, that people have a fear of the unknown and a strong desire to protect themselves and their family from invisible germs.

These findings prompted Colgate-Palmolive to launch the “Invisible Nasties” campaign, creating illustrated characters dubbed “Invisible Nasties” designed to bring germs to life. The campaign, which launched in 2007, grew Woolworths’ Total Manual Toothbrush category value by 18% – an 800% increase over the target of

2.6%. Colgate also achieved its highest-ever unit sales of 360° toothbrushes.

So, after a request from Woolworths that the Invisible Nasties campaign occurs again in 2008, Colgate developed a follow-up evolution of the campaign. Point-of-sale, outdoor and a promotional microsite Betteroralhealth.com.au supported the next generation campaign.

Research determined that consumers weren’t shopping in the toothbrush category as often as they should, so Colgate-Palmolive targeted adjacent categories that consumers were likely to

shop in, such as Palmolive anti-bacterial liquid hand wash, with neck collars attached to hand wash packaging.

One of the things that made Invisible Nasties II unique was that the motivation for immediate behaviour change and purchase was not the usual “win, free or save”. The primary motivation for action was health and hygiene, with the campaign designed to leave consumers uneasy about what could be lurking in their toothbrush. The Invisible Nasties campaign is now being adopted by Colgate-Palmolive in Europe and the US. <

CAMPAIGN Take A Break From FeesCLIENT St.George BankAGENCY Evocatif COLLABORATING AGENCIES OMD; Whybin\TBWA

sponsored bybest event or experiential Marketing Campaign

CAMPAIGN Do You Have The Edge? CLIENT EA Games AGENCY The Shop (Aust)

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best retail account specific or Channel specific Campaign

CAMPAIGN Lowering the Nation’s CholesterolCLIENT Unilever AustralasiaAGENCY EvocatifCOLLABORATING AGENCIES Amnesia; Pulse; UM

Unilever Australasia’s Flora pro-activ spread contains plant sterols that

help reduce cholesterol absorption. The brand has been creating awareness of cholesterol issues since its launch in 1999. But there was room for growth in sales.

Research showed that one in two adults has high cholesterol – but alarmingly only one in five is aware of it. There has also been a misconception that cholesterol is an issue for the older or overweight, when in fact high cholesterol problems are often hereditary – a fact that Unilever was keen to communicate to consumers.

Unilever created the “Lowering the Nation’s Cholesterol” campaign, which aimed to educate the public about high cholesterol among adults and promote the fact that Flora pro-activ is addressing this critical statistic. The campaign established the National Cholesterol Education Program Australia – a coalition

of health interest groups and industry bodies to give credibility to the cause.

Unilever wanted to encourage national consumer participation in a week-long, community-based cholesterol testing campaign. Testing events gave consumers access to a free cholesterol test outside more than 300 Coles or Woolworths supermarkets and 15 major shopping centres across the country. The activity was an opportunity to assist the community, build brand equity, drive sales, gain market share and grow the wider cholesterol-lowering spreads category.

Using its path-to-purchase model prior, during and after the testing week,

the campaign created mass awareness of the prevalence of high cholesterol levels among adults across Australia and New Zealand. Promotions were supported by specially-designed packaging and point-of-sale activity, TV, transit, print, digital and DM activity.

The campaign resulted in mass-market engagement, with sales uplift impacting directly on Unilever’s market share. During testing week, 64,196 Australians and 9987 New Zealanders had their cholesterol tested. Sales increased more than 29%, while the wider cholesterol-lowering spreads category as a whole grew by 13%. <

CAMPAIGN XXXX GOLD Beach Cricket “Win A Beach Buggy”CLIENT Lion Nathan AustraliaAGENCY 30thirty

CAMPAIGN Amstel Street ShootsCLIENT Heineken LionAGENCY Leo Burnett

star awards 2009

CAMPAIGN Earth Hour 2CLIENT World Wildlife FundAGENCY Leo Burnett

Everyone knows about global warming, but most believe it to be

an insurmountable problem. A solution was needed that would convince people across the world that collectively, they could make a big difference.

Earth Hour launched in Sydney in 2007 with staggering results. More than 2.2 million people changed behaviour and switched off their lights, reducing energy consumption by 10.2%. Sixty-five thousand individuals and more than 2200 businesses also registered for Earth Hour, with $16.8 million generated in free media.

But organisers wanted to up the ante the following year, knowing that to truly make a difference Earth Hour had to be adopted by the world. On 29 March 2008, Earth Hour became a global movement. The campaign raised awareness of the issues surrounding global warming, capturing the world’s collective consciousness, and most importantly, it

drove real behaviour change. The event exceeded organisers’ wildest hopes and expectations, with 58% of Australian adults in capital cities turning off their lights – 5,586,550 people – and an estimated 50 million people worldwide taking part in Earth Hour.

The website Earthhour.org worked to build knowledge around the initiative and encourage people to take action by signing up, telling a friend and registering their business for the huge “lights out” event. Earth Hour was created as a community-owned brand that encouraged people to take ownership and support it in any way they chose. This was done via

download kits including web banners, posters, postcards, logos, corporate communication packs and stickers, made available at the website.

Television, online, outdoor, radio, press, point-of-sale and ambient media was used using space donated by media owners to promote the event.

The publicity surrounding the event generated awareness of Earth Hour and its objectives around the world, with 421,991 individuals signing up to Earth Hour from 253 countries. A further 18,231 businesses also registered their support.

Not bad for a brand that didn’t exist a couple of years ago. <

CAMPAIGN Lowering The Nation’s CholesterolCLIENT Unilever AustralasiaAGENCY Evocatif COLLABORATING AGENCIES Amnesia; Pulse; UM

sponsored by

best activity Generating brand awareness & trial

CAMPAIGN Smirnoff Platinum LaunchCLIENT Diageo AustraliaAGENCY The Marketing Store

24 AdNews 3 July 2009

best Cause or Charity related promotional Campaign

CAMPAIGN Cranial BillboardsCLIENT Air New ZealandAGENCY MangoCOLLABORATING AGENCY OMD

Air New Zealand is the national airline of the Land of the Long White Cloud,

operating passenger flights to more than 40 destinations around the world. So when the airline set about introducing a new check-in experience at a range of domestic airports, it wanted to spread the word about the changes in a way that would engage consumers.

While the new check-in system would ultimately mean customers would be able to spend less time in airports, the changes represented a relatively low interest category unless travel was imminent. The client admitted promoting their message effectively would be a tough ask.

A campaign was developed around the insight that tedious check-in queues have become a fact of life that travellers begrudgingly accept. So, a totally new medium using the space that most people find themselves staring at in queues was launched – cranial billboards. The hunt

began to find 75 Kiwis willing to shave their heads and have an Air New Zealand ad tattooed onto the back of their head for two weeks in exchange for $1000 cash.

Casting call day included a free concert under a big top and a barbecue, along with a radio partnership with local male-oriented station The Rock to remind people to come along on the day.

More than 550 Kiwis signed up be a cranial billboard at three casting call days, with wannabe Air New Zealand cranial billboards judged on a selection process that allowed judges to assess a candidate’s suitability in line with what would be sought in selecting a traditional billboard site – reach, visibility and canvass size.

The 75 cranial billboards were briefed with key messages about the changes that were planned for domestic airports, provided with care instructions for their tattoos and were told where to go for reapplication a week later.

The media coverage and casting calls went global and the story was carried across domestic and international print and broadcast outlets, reaching more than 46 million people and delivering PR value of $NZ4.3 million to the brand.

Research conducted by Air New Zealand after the campaign ran found correct brand attribution was at 94% and 75% of people understood the campaign’s key messages. <

CAMPAIGN Road Safety: Christmas Enforcement CampaignCLIENT Transport Accident CommissionAGENCY Grey Melbourne

CAMPAIGN Man Vending MachineCLIENT Flossie Media GroupAGENCY TBWA\Whybin\Tequila New Zealand

star awards 2009

sponsored by

CAMPAIGN Four’N Twenty Magic Salad Plate™CLIENT Patties FoodsAGENCY Clemenger Fusion MelbourneCOLLABORATING AGENCY Clemenger BBDO

Four’N Twenty has a long history as the iconic Australian meat pie, but

the brand was beginning to struggle to ignite consumers’ interest. Pies were increasingly considered an unhealthy meal choice, prompting the brand set out to find a new way to give Aussie blokes permission to enjoy a pie.

Four’N Twenty went in search of a promotional campaign that would encourage blokes to tell society to bugger off for five minutes while they enjoy a pie. The campaign was pretty simple – plastic plates with fake salad heaped on one side that allows pie eaters to pretend they’re having a salad with their pie were offered for sale, prompting huge public interest.

Consumers who purchased any two specially marked products, visited the website Magicsaladplate.com.au and paid $5 (plus postage and handling)

would be posted a Magic Salad Plate™. The offer was a hit with blokes.

TV spots and daytime radio aimed at the target market of 18 to 35-year-old blue collar workers supported the campaign. The accompanying advertising campaign was designed to make consumers feel comfortable about not trying to be healthy. A comprehensive range of point-of-sale was also created to support the promotion.

The campaign was deemed the most successful marketing campaign ever produced by Four’N Twenty. Once the plates hit the market, the brand was immediately rewarded with enormous amounts of free publicity for being “true

to itself” by introducing the very idea of a Magic Salad Plate™. The level of hype led consumers desperately wanting to know if the plates were real. As soon as the plates were available for purchase, they appeared on eBay, selling for up to $76 – over 15 times their original price.

Over the promotional period, Patties recorded a sales increase of 40% in the single serve pies and a 21% sales increase in the pie four-pack.

The Australian Financial Review rated the Magic Salad Plate™ as one of 2008’s best new products, second only to the iPhone and ahead of Barack Obama, proving this campaign was not only seen, but loudly heard by the market. <

best activity Generating brand Volume

CAMPAIGN Vegemite One in a BillionCLIENT Kraft AustraliaAGENCY WundermanCOLLABORATING AGENCIES Be.Interactive; Icon Partners; ISS Marketing; Royce

sponsored bybest activity Generating brand Loyalty

CAMPAIGN Export Yourself – Export Gold CLIENT DB Breweries New Zealand AGENCY Apollo Marketing New Zealand

3 July 2009 AdNews 25

CAMPAIGN Continental Free Weekly RentalCLIENT Unilever AustralasiaAGENCY 30thirty

CAMPAIGN BabyLove “Boot of Loot”CLIENT Unicharm Australasia AGENCY Rapp Melbourne

CAMPAIGN Nutricia Karicare Gold+ Toddler Brainy Baby DVD PromotionCLIENT NutriciaAGENCY Apollo Marketing

Nutricia was looking to build on the success of previous on-pack

promotions with an offer that could run across the grocery and pharmacy channels in Australia and New Zealand.

But the brand wanted to up the ante on previous years by running the promotion on twice the number of packs (90,000) and shifting the emphasis from brand switching to repeat purchase and building brand loyalty.

Research indicates that guaranteed rewards are one of the most highly appealing consumer offers, so promoters knew that consumers would purchase multiple packs if they were guaranteed an appealing and relevant reward.

So a partnership was formed between Nutricia and Brainy Baby – a well regarded learning and development educational DVD range. It enabled consumers to collect DVD titles throughout the promotional period. A 70% discount on the recommended retail price was

negotiated with Brainy Baby in return for on-pack and point-of-sale exposure.

The promotion initially ran for 12 weeks across Karicare Gold and Gold Plus toddler formula tins in the grocery and pharmacy channel.

The promotion was then repeated for a further 12 weeks, with three new DVD titles on offer.

The offer was so successful it was

implemented for a second time, with three new Brainy Baby titles. This achieved even stronger results, with a higher overall redemption rate and 66% of people claiming two or more DVDs.

The promotion enabled consumers who purchased three promotional tins to claim their choice of three Brainy Baby DVDs valued at $29.95. Consumers could claim all three DVD titles with nine eligible purchases.

Pharmacies were also encouraged to participate in a display competition using

the supplied POS and their own creativity, submitting photos for judging for the chance to win a $500 Westfield gift card.

The campaign generated increased sales of 15.5% across Australia and Zealand and received over 4000 claims – representing a redemption rate of approximately 13%, significantly higher than the industry average of around 3% to 5%. <

star awards 2009

sponsored by

CAMPAIGN “Pop on Over”CLIENT QantasAGENCY DecoderAGENCY Platypus Graphics

What do you do when you’ve left it to the last minute to book space at

the state’s largest travel expo? And all that is left is the smallest stand in a back corner of the pavilion? Qantas found itself in this quandary last year, and was in danger of being overlooked at a time when it had an important announcement to make.

The airline had recently increased the

frequency of its flights to the US and wanted to promote this fact at the travel expo. It had no marketing budget, so was considering settling on flyers to hand out to passing traffic.

The brand went looking for a strategy that would communicate in a fun, memorable and cheap way. It needed to scream US and provide a direct link between Qantas and travel to the US.

The readership of trade show materials is low, but everyone loves free food. The answer was popcorn. It’s quick and easy to produce, smells great and is inextricably linked with the US. Qantas knew the strategy would draw consumers down the back to its unassuming stand.

It worked. People moved around the expo as walking billboards, carrying the

Qantas-branded promotional message on popcorn boxes. All Qantas needed to fork out for was the printing of the popcorn boxes, the hire of a popcorn machine, 5kg of popping corn and Qantas-branded T-shirts for staff. Pull-up banners and available point-of-sale banners were borrowed from

airport terminals. The small stand managed to ambush

other exhibitors as the smell of popcorn wafted down the aisles. In all, 985 boxes of popcorn were handed out. Exit research indicated that at least one in three expo visitors saw or experienced the popcorn and linked the message to Qantas and the US. More importantly, Qantas sales to the US increased by 40% as a result of the “Pop on Over” campaign. <

sponsored byMost Innovative Idea/Concept

26 AdNews 3 July 2009

best small budget Campaign ($75,000 and under)

CAMPAIGN Four’N Twenty Magic Salad Plate™CLIENT Patties FoodsAGENCY Clemenger Fusion MelbourneCOLLABORATING AGENCY Clemenger BBDO

The concept of the Four’N Twenty Magic Salad Plate™ was born out

of an idea to help Patties Foods gather together a small and disparate marketing budget, and it helped the brand generate sales that punched well above its weight.

The Magic Salad Plate™ was the most successful marketing campaign by Four’N Twenty – ever.

The humble meat pie had begun to suffer from an identity crisis after being widely considered an unhealthy meal choice. While blokes still loved Four’N Twenty pies, they often couldn’t commit themselves to one due to the constant societal pressure to be responsible with their diets. So Four’N Twenty went in search of a new way to give blokes permission to enjoy their pies.

Instead of denying Four’N Twenty’s lack of health, the brand decided to embrace it. Four’N Twenty gave blokes a solution that allowed them to enjoy their meal in peace – an innovation that ridiculously

lets pie eaters look like they’re having salad with

their pie, when it’s just part of the plate.

The idea took a light-hearted approach to

healthy eating and let core consumers re-engage with

the Four’N Twenty brand. TV spots and daytime radio targeted

mostly 18 to 35-year-old tradesmen, who enjoyed the down-to-earth, lightheartedness of the brand.

The brand was rewarded with enormous amounts of free publicity. The fully integrated campaign created mass hype for the plate around the country. The campaign was the subject of newspaper articles, blogs and the plate even appeared on eBay at 15 times its original value. <

sponsored bybest Use of Creative in a promotional Campaign

CAMPAIGN Save MiguelCLIENT AmorimAGENCY Whybin\TBWA\Tequila

CAMPAIGN Man Vending MachineCLIENT Flossie Media GroupAGENCY TBWA\Whybin\Tequila New Zealand

CAMPAIGN M&M’s® ElectionCLIENT Mars Snackfood AustraliaAGENCY Clemenger Fusion MelbourneCOLLABORATING AGENCY Clemenger BBDO

The chocolate aisle is a battlefield, with brands fighting for attention from

consumers and retailers. To secure in-store display and capture attention, M&M’s ® runs a consumer promotion each year, with licensed properties such as Shrek and Pirates of the Caribbean. But the challenge

in 2008 was to create a campaign that didn’t involve a licensed property.

At the time, Australia and the US were awash with election fever. Australia was about to vote out one of its longest-serving prime ministers, while the US was about to elect its first black president. Mars Snackfood launched the M&M’s ® Election. The candydates campaigned in the media like real politicians. A personality was created for each M&M’s ® colour – including Blue, Miss Green and Crispy.

Voters were eligible to win $100,000, $1000 or campaign T-shirts, and were called to action via TV, outdoor, press and radio advertising.

The campaign was so popular that Coles and 7-Eleven used the artwork to create their own individual promotion to tie-in with the M&M’s ® Election.

The campaign created unprecedented levels of impact and engagement with consumers. More than 91,000 Facebook fans were gained during the promotion – a database that can be communicated with

well beyond the life of the campaign. Of 28,377 eDMs sent during the campaign, 15,737 were opened, exceeding all hopes.

The campaign will be adapted to the US market and discussions are under way for extending it to other markets around the world. <

CAMPAIGN Four’N Twenty Salad Plate™CLIENT Patties FoodsAGENCY Clemenger Fusion MelbourneCOLLABORATING AGENCY Clemenger BBDO

CAMPAIGN Diamond Label $20 Myer Gift Card PromotionCLIENT Rosemount AGENCY Apollo Marketing

CAMPAIGN TED696 ProjectCLIENT Lion Nathan AustraliaAGENCY BMFINDEPENDENT ARTISTS DMOTE; Luca Ionescu; Shepherd Fairey/Studio Number OneCOLLABORATING AGENCY ZenithOptimedia

CAMPAIGN Nutricia Karicare Plush Toy Gift with Purchase PromotionCLIENT Nutricia AGENCY Apollo Marketing

star awards 2009 3 July 2009 AdNews 27

WINNER Samantha CurrieAGENCY Apollo Marketing

Samantha Currie’s first year in promotional marketing

was extraordinary. At just 21 years of age she was promoted twice, voted Apollo Marketing’s employee of the year, graduated from two tertiary education courses, helped bring new clients in the door and grew revenue for clients’ brands.

Samantha accepted a position at Apollo Marketing in December, 2007 as a receptionist with a view to moving into the account

management team when a position became available. Fortunately for her and Apollo, this happened before she had even started, with one of the account executives on the Foster’s team leaving the agency to travel overseas.

Samantha’s role at Apollo Marketing was initially focused on supporting the VB team, but within weeks the agency realised she was capable of leading and managing projects alone. And three months after joining Apollo she was running regional and customer marketing projects

like a seasoned account manager. Her strong dedication to

the Thirsty Camel Rosemount campaign for Foster’s enabled Apollo to pitch for the promotional activities around the brand’s Fashion Week sponsorship. Samantha was desperate to lead the pitch team despite her relative inexperience, but the agency’s faith was repaid when she won the business against three of Foster’s other rostered agencies.

During the VB Gold Rugby League World Cup, Samantha showed fantastic leadership and coordination skills in liaising with

multiple Foster’s clients to deliver a multi-faceted campaign. She completely immersed herself in the project – including playing host to more than 40 guests and clients at the Rugby League World Cup final in Brisbane.

Samantha is a highly intelligent, committed individual with maturity beyond her years. She possesses all the key attributes that make a great account manager, but what really sets her apart is her initiative and maturity beyond her years, which regularly blows clients away and draws unprompted praise. <

sponsored by

young achiever of the year in account service

WINNER Tamryn KerrAGENCY TBWA\Whybin\Tequila New Zealand

Tamryn Kerr (then Baumgarten) joined the Auckland office of

TBWA\Tequila\Shift in early 2007 as interim art director straight out of advertising school, but it didn’t take her long to make an impression.

In the past two and a half years Kerr’s skill base has grown tremendously and she’s impressed her superiors consistently, putting herself on the map as one of the most creative and dedicated art

directors in the bustling agency.In her first year, Tamryn was

briefed to assist in designing a pack for a press release for Sony. This was a low budget job that needed to be turned around quickly. Tamryn saw the brief as a creative opportunity and worked with others – mostly late at night and over the weekend – to create and send out specially-designed mini-courier packs to the media. The resulting work won a swag of awards, including at ECHOs, bronze at AdFest and was a finalist at Caples, RSVP and Axis. More importantly, the campaign generated

significant return on investment and publicity for the client.

Tamryn also created a DM piece for major agency client ASB Bank on a tight budget. Rather than a straight letter selling the benefits of a change in account, she devised an innovative and highly cost-effective flat mailing that not only generated outstanding ROI but also picked up two Bronzes at the 2008 RSVP Awards.

Again on the ASB Bank, Tamryn’s team was briefed to sell a savings account at a time when people had potentially very little money to save. Just before the market collapsed,

prices were rising dramatically and the cost of living made saving hard for most people. But rather than ignore this fact and press on regardless, Tamryn’s creative spin was using rising prices – specifically the price of cheese – as the very reason people should be saving. The resulting campaign generated an incredible $1:$1474 return on investment for ASB.

Whybin is consistently impressed by Tamryn’s attitude, her work ethic and ability to mentor and encourage more junior members of the team, and feels her work speaks for itself. <

young achiever of the year in Creative sponsored by

sponsored by

MIKE DA SIlvAAGENCY MDSA Promotion Marketing

Advertising had Australian Mike Da Silva hook, line and sinker

early on, prompting him to travel to London in the hope he’d find a lucky break in the ad game. His opportunity to crack into the world of advertising came when he applied for and secured a job with petroleum giant Burmah Castrol as an assistant to the publicity manager. Mike grasped the opportunity with both hands, determined to impress his boss. This would be Mike’s one and only job application.

Burmah Castrol paid for Mike’s Diploma in Advertising and at 22 he was promoted to the company’s sales promotion, advertising & training manager role, overseeing

more than 2000 US petrol stations. Not surprisingly, it didn’t take long for Mike to be headhunted for the marketing promotions role with a rival petrol retailer.

He then returned to Australia to work for Noel Paton Advertising as the sales promotion manager.

But his ambitions for more grew and soon he wanted to take advantage of new opportunities on his own, so formed Ideas Workshop. The agency grew with brands like Nestlé, Camel, Pan Am, Fabergé, Coca-Cola and Revlon.

Mike then co-founded Australia’s largest promotional marketing agency in 1981, Purchase Point, which was acquired by advertising heavyweight McCann Erickson three years later. Mike then formed MDSA, which has been in operation for two decades and counts Qantas,

ANZ Bank, Australian Merino, eBay, PayPal and News Digital among its many clients.

Aside from his business pursuits, Mike has also been integral part of the wider marketing industry and is a member of the Australian Direct Marketing Association’s Digital Council, where he has helped develop a Code of Practice for Social Communities in Australia.

He was also a past president of MAA Worldwide and has been involved closely with the Australasian Promotional Marketing Association.

Mike has also spoken on promotion to audiences all over the world, including in Chicago, Seoul, Beijing, New York, London and Hong Kong. And last year he spoke on “Monetising Brands in Movies to Asian Filmmakers at the Asian Film Awards” in Hong Kong. <

Lifetime achievement award

ENTERTAINMENT MARKETING

APMA Contact Details:PO Box 358, St Leonards NSW 1590

Tel: (02) 9460 9286 Fax: (02) 9460 7200APMA Chairperson – Kylie Green

Email: kylie@apma.comTel: (02) 9286 3608 Fax: (02) 9286 3607

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