five Brands That Won Australian Advertising Awards [+What Marketers Can Learn From Them]
With all the work marketing teams are responsible for, it can be hard to make time to get reinspired and capture a spark of creativity that leads to a new, online marketing strategy. This can be even more problematic with regard to brands in physically remote areas.
Take Australia for example. Its distance from other English-speaking regions like America and Europe can make it challenging pertaining to marketers to spread brand name awareness globally. Ultimately, to get even regional awareness, Australian brands must build aggressive and innovative marketing ways of stand out and grab attention from audiences.
So , what do you do when you work for a brand within a place like Australia, and just can’t come up with a marketing idea that takes your company to the next level?
Look to award-winning brands intended for inspiration.
One great place to begin could be country-specific award ceremonies. By following these competitions, you can study more about how brands in your area are effectively working in the direction of national or global recognition.
In Australia, one major advertising and marketing award competition that brand names and agencies look to may be the Effies.
The Effies is a marketing and advertising competition that includes regional and global ceremonies. Every year, brands are awarded for advertising strategies, rebranding tactics, effective marketing techniques, and revolutionary campaigns. Brands that win the Grand Effie within their region are also eligible for the global competition. Past global winners include major brands like Dove, Coca-Cola, and Microsoft.
While this year’s Global Effie Honours have already been announced, Australia’s 2020 Effie Winners will be uncovered at the end of October.
To help encourage innovative strategies or strategies from marketers, advertisers, plus agencies in Australia or comparable territories, here are five past Effie Award winners, plus two 2020 nominees to understand from.
5 Australian Effie Award Winners Marketers May Learn From
Great Northern Producing Co. ‘s 2019 Ads – Carlton & Usa Breweries
Awards: 2019 Gold plus Grand Effie Award
Way back in 2015, Carlton & United Breweries’ team launched Great Northern Brewing Company. But , the young brand found it difficult to contend with beer brands that already had decades of Aussie credibility and brand devotion behind them.
But , after the new beer brand teamed up with Clemenger BBDO to launch ads targeting young adult adventurers and older Aussie beer lovers — Great Northern became the top-selling beer in Australia.
Great Northern’s effective advertising strategy included video content and commercials that embraced young and old ale drinkers, as well as Australia’s outdoors. One of the most memorable pieces of content material within the Great Northern technique was a video called, “The Great ReCamp. ”
The particular mini-documentary, which launched ahead of Father’s Day in 2019, tells the story of a real father and adult kid who go camping after a life-threatening cancer diagnosis.
The video starts with the words, “For the majority of us, our first memories of the great outdoors begin with our dads. ”
After presenting video of a young boy camping out with his dad, the documentary flashes forward into the upcoming where that boy, now an adult, talks about how he loved going camping yet eventually lost touch together with his family when he shifted away to focus on his profession.
After years away, the particular son explains that he hurried home when his dad was battling life-threatening cancer. When his father retrieved, the son says this individual decided to take him on the same camping trip they used to go on.
The documentary shows visuals of the father plus son bonding by the fireplace, fishing together, swimming within rivers, and subtly drinking Great Northern Beer at multiple points.
As the outdoor camping montage comes to a close, the particular son narrates, “We avoid need everything we’ve got these days. Sometimes we need to remind yourself of that. Camping does that will. — You can’t bring every thing with you. ”
The video finishes with the two men sitting down at their campsite. The daddy passes his son an excellent Northern and asks, “You know that happy place? inch He looks out at the grassy Australian landscape before clinking beers with his son.
Text appears that says, “Sometimes you need to go far and wide to stay close. — Camp with Dad this Dad’s Day. ”
With content like that above, Great North positions itself as a ale for Australian adventurers of all ages. By telling the story of a nostalgic father-son journey, Great Northern ties emotion, relatability, and Australian pride in order to its beer. This enables the particular beer to compete towards major breweries that have decades of brand loyalty.
Once the Grand Effie was announced, the Judges’ statement said, “This is a classic case of how good marketing and advertising can still build a minor brand into a market leader. ”
“In 2015, XXXX Gold outsold Great Northern by a element of six to one. Four years later, Great North became Australia’s top-selling beverage. This was achieved through well-considered insight, strategy, and execution, ” the statement added. “The Great Northern case study is a model for all students of advertising. ”
“Help is Who We Are” – NRMA Insurance
Award: 2019 Gold Effie
After viewing customer decline since 2014, NRMA insurance, a home insurance coverage company, teamed up with The Monkeys to create a campaign that brought a “new purpose” in order to its brand and product.
As Australian forest fires rendered koala’s nearly vanished, NRMA’s campaign aimed to market an initiative where the insurance provider would plant a tree for every home insurance policy sold. Unsurprisingly, the campaign’s mascot was an adorable koala bear.
The title of NRMA’s campaign, which discovered TV, radio, print, and social media was, “Help can be who we are. ”
One of the campaign’s commercials, titled “Every Home Is Worth Protecting, ” tells the story of the boy who befriends plus tries to save an endangered koala.
At the beginning of the advertisement, the boy’s riding their bike down a street with no trees when this individual sees the scared bear holding a wooden powerline pole. After stopping, wanting to know if he should do something, and ultimately riding far from the bear, the boy lies awake at night along with guilt as he stares at a picture of a koala in the bedroom.
When he returns to the powerline the next day using a wagon, he sees simply no koala and gets upset — assuming that it was hurt or killed.
Luckily, he turns around to find the koala peacefully sitting in his truck.
The boy brings the koala to the wilderness, where multiple new trees are planted. The bear climbs up a fully-grown forest as the boy waves goodbye. A text overlay around the screen reads, “We’re growing a tree for every home insurance policy. ”
By working with Conservation Volunteers Australia in order to plant trees in Queensland and New South Wales, as well as marketing and advertising the initiative on several channels, NRMA demonstrates that it’s an insurance company that cares about you about its clients as well as the environment.
Additionally , by sowing a tree for every policy sold, NRMA gives prospective customers more motivation to choose the insurance company. When customers buy a policy, they protect themselves from home damage, but may also feel good about helping a koala in need.
“When it comes to reviving your brand name, its original purpose could be easily overlooked. This is an important reminder that sometimes it is best to go back to your origins, and that exceptional value could be unlocked by reinterpreting what made your brand great to begin with, ” NRMA wrote in the Effie submission.
According to the submitting, “NRMA Insurance reversed 8-years of declining customer figures and reached customers for the first time since April 2014, in spite of a growing price premium. inch
“For an insurance brand name synonymous with helping Australians, it made so much sense when we landed on the idea of home insurance for koalas. A campaign dedicated to safeguarding the homes of our pets, ” said Vince Lagana, executive creative director from the Monkeys, in a statement in order to Campaign Brief.
“Coolest Match on the Planet” – Meters. J. Bale
Prize: 2018 Gold Effie
Through market research, Mirielle. J. Bale, an Australian men’s fashion brand, found that 82% of male consumers think of wool as a winter fabric. Because of this association, M. J. Bale feared that prospects might sacrifice the wool suit’s classic plus professional look for more comfortable clothing — especially in hot climates like Australia.
To prove that people can comfortably put on suits in any hot climate, M. J. Bale a new line of wool suits — called “Cool Wool” and teamed up with TBWASydney to launch a partially immersive campaign called, “Coolest Fit on the Planet. ”
Half of the campaign featured a video collection that was aired in M. J. Bale stores and its social media channels. This article followed Good Morning Britain weatherman Alex Beresford as he tracked and traveled to the most popular places on Earth wearing Meters. J. Bale’s Cool Made of woll suit.
As the weatherman traveled to areas like Cina, Africa, and India, which were often over 43 degrees Celsius, M. J. Bale shoppers in Australia could go into the brand’s shops, put on a Cool Wool suit, and remain in a heating chamber that enabled them to experience putting on the suit in scorching locations around the world.
You can check out there a reel that shows the overall campaign by clicking on here.
According to its Effie submission, ‘The Coolest Fit on the Planet’ campaign improved M. J. Bale fit sales by 78%, went up foot-traffic by 54%, plus delivered a 344% ROI
This was a great example of just how videos, influencers, and immersive marketing tactics can be used to tackle prospects’ concerns about a product and persuade them to purchase it anyway. By merging in-store experiences and video clip content, M. J. Bale increased store visits that led to purchases.
Ultimately, If audiences aren’t persuaded to purchase an M. J. Bale Cool Wool suit after seeing a weather expert comfortably travel through awesome terrain in it, they might be certain once they actually get to stress-test the outfit for them selves.
Dare Iced Coffee’s Nonsensical Ads – Lion Dairy and Drinks
Honours: 2017 Precious metal and Grand Effies
Perhaps you have felt confused and in the fog before drinking your own coffee in the morning? This is a sensation that Dare Iced Coffee played up to extremes within a series of funny ads that will led to Gold and Great Effies.
Beginning in 2016, Care to Iced Coffee, and its owner Lion Dairy and Drinks, partnered with AJF to make commercials where everyday people make a move completely nonsensical because they don’t have had their daily dose of iced coffee however. Once the protagonists in every ad take a sip from the product, they instantly start thinking clearly again.
In one of the campaign’s funniest ads, the father named Dave bears his dog in a infant carrier instead of his baby.
When Dave’s friend sees him, waves, and looks confused, an Australian narrator says, “Uh oh. Dave’s got his fur child mixed up with his real child? ” Dave looks straight down startled to realize the problem he’s placed himself within. Meanwhile, the dog looks up at the camera and barks, “Dave-o! ”
From there, the particular ad cuts to item shots of iced coffee being poured as the narrator explains the taste-related advantages of Dare’s product.
The narration ends with, “A Care to fix’ll fix it! “, as viewers see the father with confidence drinking his coffee together with his child back in the carrier.
Dare’s ads were short, fairly sweet, and memorable for their humor. They also impressively manage to fill up short 30-second slots along with full comedic storylines and valuable facts about Dare coffee. Not only are the ads entertaining, but they also differentiate Dare from its many competitors.
“Dare successfully took on Australian iced coffee brands and international pick-me-ups by creating a new consumption occasion: becoming the habitual choice with regard to whenever people are not considering straight, ” notes a write-up on the Effies’ official site. “Effie judges noted that the strategic challenge was significant given the breadth plus strength of competition within the category. The objective was both clear and ambitious, plus delivered outstanding growth plus ROI. ”
Narellan Pools’ Data-Driven Ad Campaign – Narellan Pools
Awards: 2016 Gold Effie
Because most of its clients only consider installing swimming pools in the summer months, Narellan Pools wanted to create a marketing strategy that will increase conversion earlier in the year.
Narellan worked with Appreciation, an Australian agency, to create a database of market research, their company’s conversion history, and weather data to determine the times of the year whenever interested pool prospects had been getting serious about home installation.
Through the data-backed strategy, Narellan and Affinity discovered that the most optimal time for pool-related conversions was during the first two consecutively warm times of each calendar year. From there, Narellan increased ad spend plus targeting of prospective pool buyers just before the weather began to get warm, with some of the heaviest spend being used throughout the first two consecutive scorching days.
The content within the targeted ads emphasized the “bliss” one feels when diving into a pool. Here’s one of the ads, titled, “A Dash of Bliss. ”
The particular short video shows a female diving into a pool like a narrator describes how marvelous an early morning swim may feel — especially in a Narellan Pool.
Through Narellan and Affinity’s data-driven technique, Narellan reduced its annual media spend by 30% while increasing sales by 23%.
Below is a video case study that describes how the paid ad strategy worked:
Narellan’s strategy is a great sort of how brands can influence data to learn more about potential buyers and make their particular advertising tactics even more efficient.
“Our data-driven targeting allowed maximized exposure of our informative campaign to exactly the right market – and only at their tipping point of buy consideration – delivering game-changing results, ” Affinity records on its website.
Aussie Effie Nominees
“You shouldn’t need Australia’s Best Network — Until You Do. inch – Telstra
In 2019, Telstra — a telecommunications brand used by millions of Australians — partnered with The Monkeys for a series of advertisements showing how people benefit from a strong network.
One of the campaign’s many emotional and inclusive advertisements follows a man coming out regarding his sexuality to their parents by telling them he’s engaged to his partner.
At the beginning of the advertisement, the couple sits within their car following a proposal. The man who was proposed to nervously wonders how he’s going to tell his parents as his supportive partner says, “You’ll have to tell them sometime. inch
When the nervous man whispers, “I’m gonna do it, inch and pulls out their phone, he sees they have no reception. His companion says, “It’s okay. Use mine. ”
Using his partner’s smartphone powered simply by Telstra’s network, the man effectively reaches his parents plus nervously reveals he’s engaged to a male partner. The fogeys happily congratulate and accept the son for who also he is.
Telstra’s campaign and the commercial above is effective since it highlights the major milestones or even moments when we all really want or need our phone service to work properly. Not only will the ad show us how well the program works, but it also allows us to relate with the brand and its mission on a more human level.
“Whether it’s sharing large news, changing plans in a hurry, or quickly looking up some thing important, it’s nice to know that Australia’s best network is there for you when you need it, ” mentioned The Monkeys’ Creative Movie director Stuart Alexander in an interview.
“The Bedroom Report” — Bedshed
Working with the Australian agency Rare, Bedshed — an Australian bedding string — launched a campaign that merged great video clip content with market research data.
The very first portion of Bedshed’s initiative involved a two-year study where the brand surveyed consumers throughout Australia about sleeping behaviors.
Once the survey was total, Bedshed launched a web web page — which looks like a big interactive infographic — to highlight interesting findings. Many of the facts revealed in this study explain how important sleep would be to overall health, what gets when it comes to it, and how purchasing a great bed and mattress can help prevent insomnia.
For example , Bedshed’s study found that “23% of men talk within their sleep, ” while 66% of their partners lie awake listening to what they say. Additionally, it revealed that 1 . 7 million people wake up in the middle of the night due to bad pillows or mattresses.
Along with creating a data-fueled web encounter, Bedshed launched a series of advertisements that present key study findings and direct leads to its store to learn more or try a new mattress:
Bedshed’s campaign is a great example of how a brand can pull audiences with data-driven content. Its detailed research also positions the brand being an expert in the crowded mattress industry.
When a prospect is certainly shopping for an expensive product — like a bed — they might want to get recommendations from a person who knows a lot about the product. After seeing Bedshed’s articles, these prospects might think that a company that knows so much about its industry can sell good quality products.
What we should Can Learn From Effie Winners
Even if you don’t have a huge spending budget or an agency to help you marketplace your brand, here are a few techniques that any brand may use to spread brand understanding and engage new audiences — just like the companies above:
- Be human: While Great Northern Making embraced fatherhood and Australian Pride to market its item, Dare Iced Coffee produced ads that were comedically relatable to coffee drinkers. Whenever your brand’s content is relatable, it can also be memorable. Not to mention, people who find brands more relatable and authentic trust them more.
- Embrace a larger purpose: Although NRMA sells home insurance, they realized helping environmental surroundings would allow them to fulfill a much greater purpose. And, through their particular marketing, people might trust their brand more simply because they care about something more outside of policy purchases.
- Power data: While M. J. Bale’s advertising campaign was inspired by market research, Narellan Pools’ advertising technique was fueled by analytics. While creativity is key to drawing attention from viewers, data can help you optimize your articles and share it at just the correct time.
To learn more about the latest Australian marketing tactics, check out this particular list of the country’s most innovative website designs, or these fascinating Australian Instagram stats. Or, download the offer below to get more expert tips on creating a winning campaign.
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