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THE WINNERS: 2009 AMI AWARDS FOR MARKETING EXCELLENCE

awards trophies

The 2009 winners in the Australian Marketing Institute’s Awards for Marketing Excellence were announced at a sold-out gala dinner as part of the Institute’s Annual Conference on Wednesday 28 October. The awards are presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices. The aim is to acknowledge exceptional marketing practice and to raise the standards of marketing professionalism.

The Awards for Marketing Excellence are presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices. Our aim is to acknowledge exceptional marketing practice and to raise the standards of marketing professionalism.

In each state of Australia we have presented marketing awards to recognise outstanding marketing achievements. The category winners from each state become national finalists and are competing with the national finalists from around Australia.

The awards seek to recognise both the successful execution of marketing activities and the strategic rigour from which marketing campaigns are developed. We are indebted to the outstanding marketers who are sharing their extensive knowledge, experience and vision with us.

In judging the awards, emphasis was given to these elements:

  • The business issue.
  • The solution.
  • The business result
  • The key outcomes that contributed value to the organisation.

The judges focused on these aspects of the marketing campaigns:

  • Superior value.
  • Differentiation.
  • Innovation.
  • Effective use of resources.
  • Measurement.

The AMI awards are distinguished by criteria that force marketers to articulate the whole process that leads to measurable results; they require commitment and effort. These are the toughest marketing awards to enter and the toughest to win. Judges reserve the right to withhold awards in any category at their discretion and we are delighted to announce that every category this year received high-quality entries and will be awarded.

Each entry was quantified against judging criteria, and given such high standards and a lot of competition, reaching the national finals is a significant achievement; all finalists are to be congratulated.

Contents

Special Awards

Category winners

The top prize

Sir Charles McGrath Award

The Sir Charles McGrath Award it is presented as recognition of long-term service to marketing and marketing achievement. The late Sir Charles McGrath had a distinguished record of industrial development in Australia. A man of vision, he was an outstanding achiever in every regard.

Sir Charles started with Repco at the age of 15 as the delivery boy on a bike; he rose to become Chairman, holding that position from 1957 to 1980. He was knighted for his services to industry and export. Since 1976, the Sir Charles McGrath Award has been presented to those who have made the most significant contribution to the field of marketing through sound business practice, development of the marketing profession or wider industry achievements.

The winner:

Tony Palmer FAMI CPM, Senior Vice President and Chief Marketing Officer, Kimberley-Clark, USA

Tony Palmer is responsible for leading the growth of enterprise-wide strategic marketing and innovation capabilities as well as the development of high-return marketing programs to support the company’s business initiatives.

In this role, he partners with the leaders of the company’s consumer, health care and professional businesses to ensure strategies are based on meaningful and actionable insights from consumers of Kimberly-Clark brands and products. Tony heads up a marketing centre of excellence focused on global brand leadership, talent and best practice development, market research and analytics and integrated marketing planning.

Tony brings to Kimberly-Clark extensive global marketing and management experience, having served at some of the world’s top consumer packaged goods companies. Prior to joining Kimberly-Clark, he served as Managing Director UK for Kellogg Company. Previously, he was president of the company’s natural, frozen and warehouse club businesses. From 1996 to 2000, Tony was with Coca-Cola Company USA and later as region director for Coca-Cola in Australia. Before Coca-Cola, he served as a marketing manager with CSR Refined Sugars and Mars Confectionery Australia.

He earned a Bachelor of Science in marketing from Monash University in Melbourne in 1986 and a Master of Business Administration from the International Management Institute in Geneva, Switzerland, in 1989.

Tony Palmer

The winner of the Sir Charles McGrath Award is Tony Palmer FAMI CPM, Senior Vice President and Chief Marketing Officer, Kimberley-Clark, USA.

Tony was also one of the international keynote speakers at the 2009 AMI Annual Conference.


Certified Practising Marketer of the Year

The CPM marketer of the Year has been established to strengthen the position of the CPM program and to recognise the contributions of an outstanding Certified Practising Marketer. These contributions might include playing a significant role in marketing in either the corporate or public sector, contributions to the development of marketing theory and practice or contributions to the professional status and recognition of marketing. Accordingly, the Board acknowledges the CPM Marketer of the Year from within our respected CPM members as a part of the AMI’s commitment to CPM and its growing role.

The winner:

John Thompson FAMI CPM, Senior Manager – Marketing, Transport Accident Commission, Victoria

John Thompson is responsible for the development and strategy behind the TAC’s confronting road safety public education campaigns in Victoria. John holds a Master of Business in marketing and a Bachelor of Arts majoring in sociology and communications.

With an unenviable marketing objective related to death and injury, John manages to consistently challenge his internal marketing team and agency partners to strive for improvements of the TAC’s marketing and communications, using a $16-million advertising budget in Victoria.

Deaths on Victoria’s roads have been in steady decline. 2009 is showing a continued downward trajectory (down 9% on 2008), with September being the lowest monthly road toll on record.

John leads close relationships with major media publishers and networks and sponsorship partners from the AFL, F1 Corporation, Melbourne Victory and Victoria Racing. John and the team work closely with Victoria Police, the Department of Justice, Monash University Accident and Research Centre and VicRoads to deliver the public education campaigns that the TAC is so well-respected for.

In June 2009, AdNews Magazine named John as one of the top seven marketers in the country. John’s dedication in the pursuit of the best marketing outcomes for his organisation has led to his team winning many international marketing and advertising awards.

John Thompson

John Thompson FAMI CPM, Senior Manager – Marketing, Transport Accident Commission, Victoria, was announced as the winner of the Certified Practising Marketer of the Year Award.


CATEGORY WINNERS

Category: Brand Extension

The finalists:

  • Snickers — Get More Nuts / Graffiti
  • McCormick & slow cooking — Made for each other / McCormick Foods Australia Pty Ltd
  • VEGEMITE Multicultural Marketing / Kraft Foods and Multicultural Marketing & Management (state winner, NSW)
  • Mining Industry Skills Centres / Mining Industry Skills Centre Inc (state winner, QLD)
  • Warm TV / Aurora Energy (state winner, TAS)

The winner

Kraft Foods and Multicultural Marketing and Management for VEGEMITE Multicultural Marketing

VEGEMITE is an iconic Australian product, selling almost 23 million jars in 2008. However, since 2000 penetration had been declining. VEGEMITE was not engaging with new Australians so with the help of Multicultural Marketing & Management, Kraft developed a communication strategy that engaged with Australia’s largest ethnic group, the Chinese. Focusing on incorporating VEGEMITE in Asian recipes with cooking demonstrations, food tastings and product giveaways, 28% of non-VEGEMITE buyers to the stall are now likely to buy the product due to the positive food tasting experience. Yum.

LEFT: Jessie Wong, Managing Director, Multicultural Marketing & Management, and Greta Cooper, from Kraft Foods Australia, accept for trophy for their win in the Brand Extension category.


Category: Brand Revitalisation

The finalists:

  • Action Buses, Network 08 Launch / Grey Canberra (state winner, ACT)
  • From DB RREEF to DEXUS — redefining the property skyline / DEXUS
  • The Colour Purple / RT Health Fund
  • Telstra Next G Network Campaign / Telstra Corporation Limited
  • Loving You / Pauls Zymil Parmalat Australia and BCM Partnership
  • Bulla Fruit 'n Yogurt Brand Revitalisation / Bulla Dairy Foods
  • Schweppes 'Burst' / Schweppes Australia Pty Ltd and George Patterson Y & R
  • CSR Better for You Launch / Sugar Australia
  • An Un-old take on 80 years / NRMA Insurance Australia Limited (state winner, NSW)
  • Q-COMP Brand Revitalisation 1 At Your Service / Q-COMP (state winner, QLD)
  • The Advertiser Refresh / Advertiser Newspapers Pty Ltd (state winner, SA)
  • Wrest Point Hobart / Wrest Point (state winner, TAS)
  • Revitalising the Malvern Star Brand Project Big — Stage 1 March 2008 / Fenton Stephens Advertising (state winner, VIC)

The winner:

Bulla Dairy Foods for Bulla Fruit 'n Yogurt Brand Revitalisation

After 20 years in the retail grocery market, the Bulla Fruit ‘n Yogurt brand became the sole player in the frozen yogurt market and vulnerable to deletion after three years of volume decline. Bulla undertook extensive market and consumer research resulting in a new brand positioning ‘the refreshing, delicious, creamy treat without the guilt’, full redesign of packaging, new gourmet sub-brand and line extension supported primarily by a BrandPower TV campaign and in-store sampling. The results were outstanding, the revitalisation delivering every objective to achieve an excellent result.

LEFT: Kristie Keppel, Senior Product Manager, Bulla Dairy Foods, accepts the trophy for Bulla’s win in the Brand Revitalisation category.


Category: Consumer Insight

The finalists:

  • Customer Profiling / IBM
  • Telstra Call Mum Campaign / Telstra Corporation Limited
  • These feet were made for itching... / Canesten Topical, Bayer Healthcare and The Leading Edge
  • The biggest week ever for Elevit / Bayer Healthcare and The Leading Edge
  • TorchMedia Consumer & Research Insights / TorchMedia
  • Pimp My Kettle Campaign / Fantastic Snacks
  • WIN JIM! Spring Selling Campaign / realestate.com.au
  • Life is a journey: St Andrew's Customer Value Proposition / St Andrew's Australia
  • The Village at Wellard Shared Equity Campaign 2008 / Peet Limited (state winner, WA)
  • Online Community Panel / City of Tea Tree Gully and City of Burnside (state winner, SA)
  • Motorcycle Safety Strategy / Transport Accident Commission (state winner, VIC)
  • 2000 Encounters of the best kind / Victoria University (state winner, VIC)

The winner

Canesten Topical, Bayer Healthcare and The Leading Edge for ‘These feet were made for itching...’

A thorough understanding of people’s relationship with athlete’s foot and its mistreatment led to Canesten recapturing brand leadership in the $49-million Australian market. Existing and fresh research uncovered a consumer who really didn’t care about their condition; was resigned to its recurrence; and exhibited little brand differentiation. An integrated campaign with only five weeks of media support doubled Canesten’s spontaneous awareness and lifted quarter sales by 19.9%. Bayer uses this case study globally to showcase the power of insights. The Canesten campaign has run in Mexico and Argentina with European markets likely to follow.

LEFT: Nick Stabbick, Marketing Manager, Bayer, and Darren Kemp, Brand and Innovation Director, The Leading Edge, accept the trophy in the Consumer Insight category.


Category: Corporate Social Responsibility

The finalists:

  • Indigenous ATM Art Initiative / National Australia Bank
  • Youth Drive Safe Initiative / Leighton Contractors (state winner, QLD)
  • Coolenation, Carbon Planet's Schools Program / Carbon Planet (state winner, SA)
  • Connex for Cancer Day / Connex (state winner, VIC)
  • St John Ambulance / St John Ambulance WA (state winner, WA)

The winner:

National Australia Bank for ‘Indigenous ATM Art Initiative’

NAB’s Reconciliation Action Plan is a commitment to lift its focus on and involvement with Indigenous Australians. NAB believes that everyone has potential. The brand purpose is to help realise this potential, help others and do the right thing. Titjikala is a small indigenous settlement 120 kilometres south of Alice Springs. NAB commissioned artworks through the Art Centre, which have been reproduced and promoted on ATM surrounds nationally. This is an innovative marketing initiative with integrity because of its social and business benefits, providing a win-win for Titjikala and NAB.

LEFT:  Tim O’Leary, General Manager, Communications, Sponsorships & Community with National Australia Banks, accepts the award in the Corporate Social Responsibility category.


Category: Education

The finalists:

  • Master of Management Program Launch / Faculty of Economics and Business, University of Sydney
  • Confessions of a save-a-holic: financial strategies for women / Mercer Wealth Solutions
  • Corporate Business Solutions / Metropolitan South Institute of TAFE (state winner, QLD)
  • The 'Maybe' campaign / Murdoch University (state winner, WA)
  • Attention Seeker campaign / TAFESA Faculty of Marketing (state winner, SA)
  • Red Door / UTAS Red Jelly (state winner, TAS)
  • Building the Brand / RMIT University (state winner, VIC)

The winner:

Murdoch University for The 'Maybe' campaign

Research  found that awareness of the Murdoch University brand in WA was low compared with competitor universities. An integrated campaign was built to help the target audience – prospective students 18 to 35 years of age – move beyond their feelings of uncertainty about their future and explore their options at Murdoch University. It focused on the ‘maybes’ in prospective students’ lives, and how making certain choices now could lead to increased success and satisfaction in the future. The campaign results, both offline and online, exceeded expectations.

LEFT: Helen Moorhead and Claire Burnham, from Murdoch University, accept the award in the Education category.


Category: Experiential and Brand Experiences

  • Experiencing Ernst & Young on Facebook / Ernst & Young
  • Sony Love True / Cyber-shot, Sony and Jack Morton Worldwide (state winner, NSW)
  • Zuri — Launch campaign / Zuri Lounge and Make Communications (state winner, QLD)
  • Connecting our brand and community / Murdoch University (state winner, WA)
  • TED Summer Project / Lion Nathan Tooheys Extra Dry and Soup (state winner, VIC)

The winner:

Ernst & Young for ‘Experiencing Ernst & Young on Facebook’

Ernst & Young Australia looks to recruit up to 1,000 graduates, cadets, co-ops and vacationers every year. Success comes from its ability to recruit and retain the cream of Australia’s graduate talent who are aligned with their values and can fit into the firm’s high-performance culture. Facebook is a popular social networking site for undergraduates and graduates and the Ernst & Young Careers Australia Facebook page is designed to create, build and enhance brand awareness for those seeking work experience and career opportunities with Ernst & Young.

LEFT: Belinda Holst and Margie Kwan, from Ernst & Young, accept the trophy in the Experiential and Brand Experiences category.


Category: Incentive Marketing

  • Know Your IBM / IBM and CiEvents
  • EVT Marketing 'Hot Sales, Cool Rewards' / EVT Marketing Group
  • Passport to Rewards 'Accelerate' Program / Synchro Marketing
  • Daimler Trucks 'Top Marques' Program / Synchro Marketing
  • The Network 7 'Olympic Millionaires' Program / Synchro Marketing
  • Silver Chef Sales League / Silver Chef
  • HUGE campaign /Aviva Australia
  • The 'Magnificent 7' Program / Synchro Marketing (state winner, NSW)

The winner:

AVIVA Australia for ‘HUGE campaign’

The HUGE rebate campaign followed feedback from the Aviva financial adviser pilot group, the drop in global stockmarkets and the impending threat of low-cost banking products. Designed for advisers to encourage clients to invest in term deposits and provide greater peace of mind during the volatile period, the program generated sales of more than $595 million funds under advice and more than $125 million in new business. It recognises that client incentives, not just advisers’ commissions, are crucially important in driving sales and developing a competitive position for their institution.

LEFT: Lynda Cavalera, Marketing Manager, AVIVA, and Seb Halse accept the award in the Incentive Marketing category.


Category: Internal Marketing

The finalists:

  • ActewAGL Be Green campaign / ActewAGL (state winner, ACT)
  • The power of 4400 CMOs / Deloitte Australia
  • Power to the People / Hume Building Society
  • Johnson & Johnson Medical Marketing Development Program / Johnson & Johnson Medical Pty Ltd
  • 3 'Retail Excellence Program' / Synchro Marketing
  • Aviva Australia Strategy 2009 / Aviva Australia
  • GSKA Reward and Recognition Program / Solterbeck Pty Ltd
  • The 'Magnificent 7' Program / Synchro Marketing (state winner, NSW)
  • RoadTek 'Things that Matter' Roadshow / RoadTek, Department of Transport and Main Roads (state winner, QLD)
  • Employer of Choice / Hazell Bros (state winner, TAS)
  • THE FRIDGE — Fresh News Daily / State Library of Victoria (state winner, VIC)

The winner:

Hazell Bros for ‘Employer of Choice’

Employer of Choice aims to drive a positive change in internal culture and bring about an engaged and motivated workforce actively involved in promoting the core values of Hazel Bros. With employees on work sites, driving trucks, and continually working within the community, the program successfully builds relationships creating employee trust and respect. The three primary focus areas are: events and activities; reward and recognition; and communication.

LEFT: Frances Hutchinson, Marketing Coordinator, Hazell Bros, accepts the trophy in the Internal Marketing category.


Category: Loyalty Programs

The finalists:

  • Know Your IBM / IBM and CiEvents
  • Hitachi puts more punch into applications / Hitachi Data Systems
  • The Colour Clique / Inspirations Paint & Colour
  • Mercedes-Benz 'Star Accessory Rewards' Program / Synchro Marketing
  • Passport to Rewards Program / Synchro Marketing
  • Velocity 'Galactic' Campaign / Virgin Blue 
  • Sunsuper New Member Trigger Campaign / NOUS (state winner, QLD)

The winner:

Virgin Blue for Velocity 'Galactic' Campaign  
 
The challenge centred on stopping Qantas Frequent Flyers monopolising Australian consumers’ use of their bank credit card loyalty points. Velocity had one shot to educate the ‘frequent flyer loyalty program’ consumer that Velocity was a viable option and to provide a compelling reason for consumers to listen and act in Velocity’s favour. Velocity not only smashed their target for points transferred, but successfully ensured that they could remain a viable and ongoing competitor. In a David vs. Goliath challenge, Virgin Blue’s Velocity loyalty program ‘Galactic’ promotion successfully trumped its far larger rival.

LEFT: Karen Gibson, Marketing Campaign Specialist, and Scott Wegener, Velocity Rewards, Virgin, accept the trophy in the Loyalty Programs category.


Category: Marketing Communications, Business to Business

The finalists:

  • True IT Tales / Hitachi Data Systems
  • Payment Card Industry Campaign / IBM
  • IBM Solutions Showcase 2009 / IBM Australia
  • SOA Highway / IBM Australia
  • Tackling the underinsurance problem / AVIVA Australia
  • Davey Water Products, Rainwater Harvesting Guide / Davey Water Products
  • RMAX ThermaWallPlusTM Submission / Oxygene Branding and Communications
  • Choose PSA / PSA Products
  • Achieve Client Engagement Program / Sinclair Knight Merz
  • Autodesk Solution Day 2009 — Be Drawn into a new world of Design Innovation / Autodesk Australia Pty Ltd (state winner, NSW)
  • APA Group — Natural Gas Man / APA Group and Make Communications (state winner, QLD)
  • Terrain Tamer Dedicated Stockist Program / Don Kyatt Group of Companies (state winner, VIC)

The winner:

Autodesk Australia Pty Ltd for ‘Autodesk Solution Day 2009 — Be Drawn into a new world of Design Innovation’

Autodesk is regarded as the world’s leader in 2D and 3D design and engineering software, with a broad product portfolio to empower customers to digitally design, visualise, and simulate their ideas. A major launch event demonstrated the power of Autodesk products and involved the channel partners responsible for selling and upgrading these products. Attendance exceeded all expectations with 318 customers and prospects and 84 resellers establishing sales within the event.

LEFT: Piya Choudhury, Kate Talty and Priya Kathiresan, from Autodesk Australia Pty Ltd, accept the award in the Marketing Communications, Business to Business category.


Category: Marketing Communications, Business to Consumer

  • Bonner Launch Campaign / Grey Canberra (state winner, ACT)
  • Talking Turkey / Beyond the Square Communication and Inghams Enterprises
  • Lamb: Raising the bar on Australia Day / Lamb, Meat & Livestock Australia
  • St George 2009 Summer Home Loan Campaign / St George Bank
  • Tourism Queensland, Best Job in the World Campaign / Tourism Queensland
  • Pimp My Kettle Campaign / Fantastic Snacks
  • Salvos Stores Re-create Fashion Show: Putting the Value into Vintage Fashion / DGM Collective
  • CSR Better For You Range Launch / Initiative and Sugar Australia
  • Make Your Move / Stockland (state winner, WA)
  • HCF's evolving marketing communications platform / The Hospitals Contribution Fund of Australia Ltd (state winner, NSW)
  • Increase the power of Direct Debit / Ergon Energy (state winner, QLD)
  • Give A Buck / scosa, the Spastic Centres of South Australia (state winner, SA)
  • This is a message for you / Tasmanian Perpetual Trustees (state winner, TAS)
  • V/Line 'See Things Differently' Pilot Campaign / V/Line (state winner, VIC)

The winner:

Tourism Queensland for ‘Best Job in the World Campaign’

Research showed industry and potential visitors to Queensland have low awareness about the Islands of the Great Barrier Reef. Because consumers place increasing importance on other travellers’ reports, an innovative campaign that used a big ‘hook’ captured on and offline media attention to drive consumer awareness about the destination. The result was the ‘Best Job in the World’ campaign, which garnered worldwide attention and extensive consumer involvement, resulting in the Islands of the Great Barrier Reef being firmly placed on the world stage.

LEFT:  Emma Freer, Brand Manager, and Amy Newman, Senior Marketing Coordinator International, Tourism Queensland, accept the trophy in the Marketing Communications, Business to Consumer category.


Category: Multimedia and Interactive

The finalists:

  • Audi Australia — The 5EARCH Campaign / Audi Australia
  • True IT Tales / Hitachi Data Systems
  • Upload Virtual Summit / IBM Australia
  • Aquilion ONE Launch into the Australia Market / Toshiba
  • Tourism Queensland, Best Job in the World Campaign / Tourism Queensland
  • Nude Dude Viral campaign / realestate.com.au
  • Share My Story / BCM Partnership and Queensland Government Department of Transport and Main Roads (state winner, QLD)
  • warm.com.au — Finding a new way forward / Aurora Energy (state winner, TAS)
  • Yellow CardTM / Transport Accident Commission (state winner, VIC)

The winner:

Tourism Queensland for ‘Best Job in the World Campaign’

In a competitive marketplace, innovation and impact are integral to a tourism campaign aiming to achieve international awareness. Tourism Queensland’s highly publicised ‘Best Job in the World’ campaign changed the premise of tourism marketing the world over. Is there any person who would not want a caretaker job on a sun-drenched island in the Great Barrier Reed for six months? The campaign illustrates effective application of multimedia strategies in the modern world where social media and mass are one.

LEFT: Jill Holloway, Director Brand and Marketing, and Alanna Simonis, Marketing Manager International, Tourism Queensland, accept the trophy in the Multimedia and Interactive category.


Category: New Brand

  • Crace launch / Grey Canberra (state winner, ACT)
  • Creating a living brand from a dormant volcano / SAI Marketing Counsel
  • Biggest Aussie Pie Night — supporting kids with cancer / Challenge
  • GRLmobile Australia's Mobile Phone Service for Chicks / GRLmobile
  • Project Canary / PROJECT CANARY (state winner, QLD)
  • Give A Buck / scosa, the Spastic Centres of South Australia (state winner, SA)
  • Tonic Bar / Country Club Tasmania (state winner, TAS)

The winner:

Country Club Tasmania for ‘Tonic Bar’

Country Club Tasmania offers four to five-star accommodation, a boutique casino, five restaurants and four bars. Extensive research informed the marketing strategy for a new outlet, from design, layout, product offering and communications. The Tonic Bar recorded strong brand awareness and preference among the target market within six months of opening. It secured a 46% increase in revenue during its first year without bleeding the property’s other outlets. Tonic Bar provides an alternative meeting venue for fine dining patrons and conference attendees, as well as fulfilling the needs of its target market.

LEFT: Michael Bailey, Marketing Manager, Country Club Tasmania, accepts the award in the New Brand category.


Category: New Product/Service Launch

The finalists:

  • Take a Week Off Work / CommInsure
  • Telstra BigPond News Campaign / Telstra Corporation Limited
  • Sunny Queen Farms Natural Grain Cage Free Eggs / BCM Partnership
  • Sugar Just Got Better... / CSR Sugar brand from Sugar Australia
  • CityRail Epping to Chatswood rail link — Launch / CityRail and RailCorp (state winner, NSW)
  • Suncorp Kids Account / George Patterson Y&R (state winner, QLD)
  • Revolution Road — ideas to change the way we build / LandCorp (state winner, WA)
  • T — Tuesday in the Mercury / The Mercury (state winner, TAS)
  • Atlantic On Site Launching / Atlantic Group [v] (state winner, VIC)

The winner:

BCM Partnership and Sunny Queen Farms for 'Sunny Queen Farms Natural Grain Cage Free Eggs'

In January 2009, Sunny Queen Farms launched a first-to-market innovation into the egg category with their Natural Grain Cage Free product. After 16 weeks, Sunny Queen achieved clear number 1 national egg brand status, boosting their brand share by a massive 4.4 percentage points, smashing all previous sales targets. The ‘Barn Laid’ segment, incorporating traditional Barn Laid eggs and Sunny Queen’s Cage Free eggs, grew by an astonishing 77%, demonstrating that Sunny Queen Farms not only added value to its brand but also to the entire category.

LEFT: Julie Procter, National Manager Marketing and Innovation, Sunny Queen Farms, and Paul Cornwell, Partner, BCM, accept the trophy in the New Product/Service Launch category.


Category: Relationship Marketing

The finalists:

  • 3 'Retail Excellence Program' / Synchro Marketing
  • Dog Diaries / Tick Yes Pty Ltd
  • Frozen Funds / AVIVA Australia
  • HCF: More for Members program & building on the fund-member relationship to the benefit of both parties / The Hospitals Contribution Fund of Australia Ltd (state winner, NSW)
  • The '1 to 1' Project / University of South Australia (state winner, SA)
  • Sweet Offer / Quadrant Superannuation (state winner, TAS)
  • Give Us Your Lead / Victoria University (state winner, VIC)

The winner:

AVIVA Australia for ‘Frozen Funds’

In October 2008, as a result of the global financial crisis, an estimated $23 billion of self-funded pensioner and investor funds became ‘frozen funds’. To respond to the crisis, Aviva developed a three-stage relationship program to reassure internal staff, advisers and pensioners about the situation among the media panic and hype. Aviva was the first platform to write to customers to advise them that their pensions would be paid for Christmas and the effectiveness of the relationship program was ranked by the broader industry as industry-leading.

LEFT: Seb Halse, Lynda Cavalera, Marketing Manager, and Kathy MacIsaac, from AVIVA, accept the trophy in the Relationship Marketing category.


Category: Social Marketing

The finalists:

  • Child Support Scheme Reforms Communication Campaign / The Child Support Agency
  • Mars Believe / Graffiti
  • Mission H2O — engaging tweens, teens & twentysomethings in water conservation / Mission H2O — The savewater! Alliance
  • Penguin / RailCorp (state winner, NSW)
  • Share My Story / Department of Transport and Main Roads (state winner, QLD)
  • Creepers — Low Level Speeding 08/09 / Motor Accident Commission (state winner, SA)
  • Earn Your Stars campaign / Tasmanian Government (state winner, TAS)
  • Victoria's new Graduated Licensing System / VicRoads (state winner, VIC)
  • Keep Watch / Royal Life Saving Society of Australia WA Branch (state winner, WA)

The winner:

Motor Accident Commission for ‘Creepers. Low Level Speeding 08/09’

Most speed-related casualty crashes in South Australia occur at low speeds in 50 and 60 zones. This campaign repositioned the brand of low level speed as ‘Creeping’, intuitively describing it as dangerous and undesirable. High awareness levels were achieved, paving the way for the adoption of ‘Creeping’ into the vernacular and driving a 25% reduction in speeding behaviour. The campaign received priceless PR and indicated that the term ‘Creeper’ was relevant, was being adopted, applied, and was affecting attitudes and behaviour.

LEFT: Richard Blackwell and Luisa Spiniello, from the Motor Accident Commission, accept the trophy in the Social Marketing category


Category: Sponsorship

The finalists:

  • Colonial First State Sports Performer Awards / Colonial First State
  • IBM Australian Open 2009 / IBM Australia
  • Optus and Tennis Australia / Optus
  • San Remo Netball Sponsorship / San Remo Macaroni Company
  • 2008 Hawthorn Football Club Sponsorship / Tourism Tasmania
  • Recharge and refresh with the BWA CMT Transformers conference sponsorship 2009 / St Andrew's Australia
  • Monet and the Impressionists / Ernst & Young Australia (state winner, NSW)
  • Logan City Council — Who knew? / Logan City Council and Make Communications (state winner, QLD)
  • The Errol Flynn Centenary Celebration / Tasmanian Perpetual Trustees (state winner, TAS)
  • Skipping Girl Restoration Project 2009 / AGL Energy Ltd (state winner, VIC)

The winner:

Colonial First State for ‘Colonial First State Sports Performer Awards’

The Sports Performer Awards went beyond any existing awards to celebrate the achievements of athletes across all sporting arenas. They were the first of their kind to be voted by the Australian public — the ‘Logies’ of sport. CFS elevated this sponsorship to a premium level within the sporting community, owned ‘performance’ and engaged its hard-to-reach audience in a new way, linking the brand with excellence in sporting performance.

LEFT: Danielle Murrie and Emily Noti, from Colonial First State, accept the award in the Sponsorship category.


Marketing Program of the Year

The AMI Marketing Program of the Year is awarded to the entry judged the most outstanding entry across all categories. This year the winner has been successful in two categories for its outstanding marketing and has achieved the highest accolade in marketing.

The winner:

Tourism Queensland for ‘Best Job in the World Campaign’

LEFT: Don Morris, Chairman, Steve McRoberts, Executive Director Marketing, Tourism Queensland, and Will Davidson, Global COO, Sapient Nitro, accept the awards’ ultimate prize, Marketing Program of the Year.

 

AWARDS SPONSOR

2009 Australian Marketing Institute