AMI Excellence Awards 2018 by arkmedia4217

2018 AMI AWARDS FOR MARKETING EXCELLENCE Recognising Marketing Excellence since 1982

CONTENTS

Forewords 2 About the Australian Marketing Institute 3 Board of Directors 3 About the Awards 4 Judging Panel 4 Principal Sponsors 6

WINNERS SIR CHARLES MCGRATH

CHIEF MARKETING OFFICER OF THE YEAR

CERTIFIED PRACTISING MARKETER OF THE YEAR 10 FUTURE LEADER OF THE YEAR

MARKETING CAMPAIGN OF THE YEAR

MARKETING TEAM OF THE YEAR

BEST MARKETING AGENCY

BRAND REVITALISATION

CONSUMER ACQUISITION MARKETING

CONSUMER RESEARCH INSIGHTS

CONSUMER RETENTION

CONTENT MARKETING

CORPORATE SOCIAL RESPONSIBILITY (CSR)

CREATIVITY IN BRAND, PRODUCT OR SERVICE

CUSTOMER EXPERIENCE MARKETING

EDUCATION 19 FINANCIAL SERVICES MARKETING

INNOVATION IN PRODUCT/SERVICE

INTEGRATED MARKETING COMMUNICATIONS

MARKETING COMMUNICATIONS: B2C AND B2B

NOT FOR PROFIT MARKETING

PROPERTY MARKETING

Australian Marketing Institute

PUBLIC SECTOR MARKETING

Tel: +612 8256 1650 Email: membership@ami.org.au Website: www.ami.org.au @ami_marketing @australianmarketinginstitute Australian Marketing Institute

SMALL BUDGET MARKETING

SOCIAL MARKETING AND SOCIAL CHANGE

SOCIAL MEDIA AND DIGITAL MARKETING

2018 Australian Marketing Institute Awards for Marketing Excellence is published on behalf of:

SPONSORSHIP MARKETING

TOURISM AND HOSPITALITY MARKETING

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FOREWORDS

Hats off to the 100 judges who have given up their time to assess the innovative, creative and effective campaigns and marketing practice across 227 entries from 88 organisations in 28 categories. A tough job! CEO, LEE TONITTO

Our Awards not only recognise and inspire excellence for those in the marketing profession, they show the depth of industry capability and act as a powerful narrative for marketing. CHAIR, ANDREW THORNTON

Australian Marketing Institute 2018 Awards for Marketing Excellence

ABOUT THE AUSTRALIAN MARKETING INSTITUTE THE AUSTRALIAN MARKETING INSTITUTE IS THE PROFESSIONAL ASSOCIATION FOR MARKETERS. We provide cutting edge marketing theory and practice to fuel progress in the careers of professional marketers. We deliver this through accreditation of tertiary courses; training programs and events. We celebrate Marketing excellence through our Awards program. Our programs include: • Certified Practising Marketer (CPM) designation earn the peak professional designation for marketers in Australia. • University course accreditation assessment and accreditation of university courses relevant to the marketing profession. • Code of conduct and professional standards an end-to-end framework specifically designed to help determine required skills, test current capabilities, gain recognition and ensure marketers and their organisations not only keep on top of the latest marketing trends, but are also setting them for the future. • Classroom workshops covering all learning levels across traditional and cutting edge marketing skills.

• Online digital marketing training and webinars allows selection of courses and topics to match specific needs in a flexible timeframe from any location. • Taking marketing to the boardroom we work closely with Australian organisations such as The Director Institute and Board Direction to provide a wide range of programs to assist members in acquiring board positions and cementing their board careers. • State networking events access to influential thought leaders, industry experts, and the opportunity to build networks. • Awards the largest National and State Awards for Marketing Excellence program in Australia. • Emerging Marketers a national special interest group, Emerging Marketers, is designed to cater specifically for the needs of students, graduates and marketers with less than five years experience. • Communication and Information through Marketing Voice blog, Marketing Update newsletter and access to the library of industry publications and research. To find out more about becoming a member of the Australian Marketing Institute email membership@ami.org.au or call 02 8256 1650.

BOARD OF DIRECTORS

Andrew Thornton FAMI CPM, Chair

Lee Tonitto FAMI CPM, Company Secretary

Nick Kariotoglou FAMI CPM, Director

Mona Lolas AMAMI CPM, Director

Lynda Cavalera FAMI CPM, Deputy Chair

Nicholas Ridis FAMI CPM, Director Australian Marketing Institute 2018 Awards for Marketing Excellence

ABOUT THE AWARDS

2018 AMI AWARDS FOR MARKETING EXCELLENCE Now in its 36th year, the AMI Awards for Marketing Excellence recognise professional excellence in marketing practice across diverse customers, budgets and strategic approaches. Having evolved with new developments in marketing theory and practice, the Awards continue to reflect the valuable role marketing plays for businesses of all sizes around the country. This year our panel of 100 judges have assessed in excess of 227 entrants across 28 different categories to decide the finalists and winners who have all shown enormous commitment and effort throughout the nomination process. Congratulations to all finalists and winners for 2018!

JUDGING PANEL 2018 AWARDS FOR MARKETING EXCELLENCE JUDGES After 36 years of celebrating the industry’s success, we can say with confidence that we wouldn’t be able to make the Awards program such a tremendous success without close involvement of our members. This year, 100 marketing professionals joined the panel to judge the year’s applications. Thank you to everyone involved!

Australian Marketing Institute 2018 Awards for Marketing Excellence

Neil Anderson

Rod Eames

Tim Nicholas

Zora Artis

Di Erlichman

Susan Nicholson Richard O’Sullivan

Kristie Atkins

Peter Evans

Annabel Ausmus

Sandra Falzon

Mary Orgill

Michael Baird

Margaret Faulkner

Janine Pares Caroline Patrick

James Barrow

Gianna Ferrara

Dean Barton-Smith

Steve Fontanot

Caroline Raj

Emily Bates

Michelle Fragar

Nicola Reynolds

Andrew Baxter

Linda Garry

Nicholas Ridis

Karen Bickle

Emiliano Giovannoni

Stephen Rodway

Paul Blanket

Joel Goodsir

Carla Rossi-Zalmons

Max Bonpain

Simon Graham

Barry Salter

Luke Brown

Roxanne Grey

Kate Smith

Jacqueline Burkitt

Jessica Hamilton

Kate Talty

Briar Buttfield

Ben Hammond

Lama Tayeh

Yves Calmette

Lynette Harris

Grace Taylor

Mark Cameron

Jane Hillsdon

Amanda Temperly

Deirdre Campbell

John Holland

Theresa Teo

Lynda Cavalera

Jon Holloway

Jennifer Than-Htay

Wai Ying Chan

Holly Hooper

Andrew Thornton

Rhonda Chapman

Michelle Jacobs

Rochelle Tognetti

Nina Christian

Nicolle Jenkins

Julie Toma

John Clay

Peter Kape

Kelly Townson

Ann Combe

Nick Kariotoglou

Adam Troyn

Shileen Costain

Julia Keady

Sofia Tsiamoulis

Janine Crawford

Anna Kertesz

Luke van der Beeke

Bob Croft

Erin Kilpatrick

Amanda Vanelderen Louise Vigar

Mark da Silva

Stuart Leo

Andrew da Silva

Melanie Lindquist

Nicki Walsh

Karyn Dale

Mona Lolas

John Wilkinson Graham Willcock

Jacqui Daley

Bruce McDonald

Penny Davy-Whyte

Stephanie Meek

Ky Wilson

Sarah Dunning

Marlena Mende

Craig Young

Doris Dunon

Josh Mulrine

Chloe Zhang

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PRINCIPAL SPONSORS

Australian Marketing Institute 2018 Awards for Marketing Excellence

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WINNER SIR CHARLES MCGRATH MARK RITSON, FAMI, CPM Adjunct Professor, Melbourne Business School

ark Ritson is Adjunct Professor of Marketing at Melbourne Business School. He joined the school as an Associate Professor in 2004.

Upon completing his PhD in Marketing at Lancaster University and post-Doctoral study at Wharton, thanks to a Thouron Award, Mark became an Assistant Professor at the University Minnesota and then the London Business School. He has also held visiting roles at MIT Sloan and Singapore Management University. Mark is a renowned consultant, who has worked on a range of international brand and marketing assignments. His clients have included Fight Centre, Baxter, McKinsey, Westpac Group and News Corp. For 15 years, he also served as in-house marketing professor for luxury goods group LVMH in Paris. Mark’s research has been published in the Journal of Consumer Research, Journal of Advertising, Harvard Business Review and elsewhere. His thesis, ‘The Social Uses of Advertising’, won the 2000 Ferber Award for the best PhD-based article, published in the Journal of Consumer Research. Mark’s MBA teaching has received numerous awards, including prizes at LBS, MIT, SMU and MBS. An avid writer on branding, Mark has written a weekly column for Marketing Week for more than a decade. On three occasions, he has been voted the Business Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK. He is also a columnist for The Australian newspaper and a frequent international media commentator.

Australian Marketing Institute 2018 Awards for Marketing Excellence

Employment History: • Adjunct Professor, Melbourne Business School (2013 – 2018) • Visiting Professor, Singapore Management University (2014 – 2018) • Associate Professor, Melbourne Business School (2004 – 2012) • Visiting Professor, MIT Sloan School of Management (2009 & 2011) • Assistant Professor, London Business School (1999 – 2005) • Assistant Professor, University of Minnesota (1996 – 1999)

WINNER CHIEF MARKETING OFFICER OF THE YEAR LISA RONSON Chief Marketing Officer, Tourism Australia

isa Ronson is the Chief Marketing Officer (CMO) of Tourism Australia (TA) and has been the visionary leader of our global marketing team since 2015. She is innovative, creative, results-driven and guarantees the customer is at the heart of everything we do.

Employment History: • Chief Marketing Officer, Tourism Australia (Feb 15 – present) • Head of Marketing, Westpac Group (2011 – 2015) • General Manager, Marketing, David Jones (2006 – 2011) • Head of Marketing, Telstra (2004 – 2006) • Marketing Director, Australia and NZ, Visa International (2000 – 2004) • Senior Brands Manager, Carlton and United Breweries (1995 – 2000)

Board Positions • Great Walks of Australia (2016 – 2018) • Global Banking Alliance for Women (2013 – 2015) • Australian Association of National Advertisers (2005 – 2006)

Managing a cross-functional global marketing team, Lisa has been at the forefront of risk and innovation, changing the blanket-style approach to tourism marketing and driving ground-breaking campaigns. TA is in the business of marketing experiences that create lasting memories, and in the process – delivering significant economic benefits to Australia. Underpinning TA’s vision is our shared industry goal to double overnight visitor spend to $115 billion per/annum as part of our 10 year Tourism 2020 strategy, created to maximise tourism’s contribution to Australia. Lisa has been the driving force of innovative change within the organisation. She has shifted the team to be more dynamic and revolutionised the way we think and do at TA, not only in marketing but through all cross-functional teams. Lisa’s new approach to marketing ‘Bigger, Better, Bolder’ has brought the entire business together to work cohesively to achieve maximum impact in our selected key overseas markets and has inspired the making of out latest campaign - Dundee. Nominated by John O’Sullivan, CEO and Managing Director, Tourism Australia

Australian Marketing Institute 2018 Awards for Marketing Excellence

WINNER CERTIFIED PRACTISING MARKETER OF THE YEAR NICOLA HEPENSTALL Non-executive Director, The Front Project

icola is a highly skilled marketing strategist with extensive experience in C-suite leadership roles, holding Executive Director and non-Executive Director positions spanning marketing, research, education and member organisations. Nicola has over 25 years’ experience in brand and communications research. She brings extensive knowledge of communications and marketing theory and practice, as well as expertise in the psychological and emotional drivers of human behaviour. A recognised marketing thought leader, Nicola is a regular panellist at the Mumbrella 360 conference, where she has explored Purposeful Leadership (2016), the rise of Brands that shape culture (2017) and the power of experience design in a content saturated environment (2018). She consults with many of Australia’s largest companies and State and Federal Government departments helping them navigate the complexity of the communications environment. She is a Non-Executive Director of The Front Project, an independent national enterprise focused on better outcomes for Australian children and society. The Front Project is building a coalition for change thru a network of influential business and community leaders who are committed to placing new value on education in the early years of life. Nicola was CEO of Hall & Partners Open Mind one of Australia’s leading market and social research consultancies. The company specialises in communications research, including strategy development, concept evaluation and communications campaign evaluation. She was also the first women on the board of the Clemenger Group Limited, a world-renowned marketing services company.

Australian Marketing Institute 2018 Awards for Marketing Excellence

Nicola was CEO of Hall & Partners Open Mind one of Australia’s leading market and social research consultancies. The company specialises in communications research, including strategy development, concept evaluation and communications campaign evaluation. She was also the first woman on the board of the Clemenger Group Limited, a world-renowned marketing services company.

Employment History: • CEO Hall & Partners Australia (2015-2018) • Managing Director Hall & Partners Open Mind (2008 - 2014) • Partner Open Mind Research Group (2004-2008) • Roy Morgan Research Vice President, USA General Manager, Sydney (1995 - 2003) • Assessment Research Centre (now part of Melbourne University) Researcher (1992 - 1995) • University of New South Wales, Psychology Department Research Assistant (1991)

Non-Executive Director & Board Positions • Non-Executive Director & Company Secretary The Front Project (2018 – ongoing) • Director Clemenger Group Limited 2016 - 2018 • President Association of Market & Social Research Organisations (2013 - 2015) • Board Member Australian Market & Social Research Society (2012) • Council Member & Director Haileybury College and Foundation (2010 - 2014)

WINNER FUTURE LEADER OF THE YEAR CHRISSIE MAUS

hrissie Maus is the effervescent, trailblazing Events & Marketing Director (CMO) leading the largest and most unique retail precinct in Australia - the iconic Chapel Street in Melbourne. She dominates the pack with marketing innovation, disruption for differentiation, and standout business operations as an unapologetically bold and respected business leader. As part of her ongoing ambitious Chapel Precinct strategy, she is ensuring the long-term sustainability for Chapel Precinct and future proofing it for its over 1800 members. She leads with a very ‘blue sky’ approach and is admired by so many in her community. The diverse and unique Chapel Street requires a strong point of difference and her cut through marketing campaigns almost always gain worldwide press attention. Her leadership in this retail ‘transitional phase’ and ‘economic climate’ proves her leadership resilience. Her cheeky nature is authentic and parallel to her Business Manager success. Chrissie is an AICD graduate and has raised over $30 million for different charities in her career. She is a passionate women’s rights, diversity and mental health advocate. Ms Maus is far from someone who follows the rules and as a leader, she encourages breaks of tradition.

Australian Marketing Institute 2018 Awards for Marketing Excellence

WINNER MARKETING CAMPAIGN OF THE YEAR MATER EDUCATION Practical course. Exceptional nurses.

ater Education is an independent, hospital-based, nationally accredited Registered Training Organisation: the only one of its kind in Queensland. As a wholly owned subsidiary of Mater Misericordiae Ltd – an established notfor-profit healthcare organisation – Mater Education provides professional development and postgraduate programs for the hospital and healthcare sector, as well as entry-level vocational qualifications in healthcare. Headlining the vocational offering is the Diploma of Nursing program. Though, now in its fifth year, it’s a comparatively new course by competitors’ standards, feedback suggests it is highly-regarded within the healthcare sector, for its purposeful integration to the hospital and the quality of its graduates. Mater’s in-house marketing team was briefed to develop a recruitment campaign to meet an aggressive growth target, increasing the previous year’s enrolments by 50 percent. The objective was to acquire 320 quality applications, to selectively fill the student places available to achieve 150 full-time enrolments at census. Mater Marketing delivered a successful campaign, exceeding the application target by 11.25 percent. This was achieved by: • Delivering a refreshed campaign to reinforce Mater Education’s positioning and points of difference. • Implementing an integrated channel strategy, to maximise awareness. • Developing targeted campaign assets appealing to audience logic and emotion, to drive consideration and conversion.

Australian Marketing Institute 2018 Awards for Marketing Excellence

Judges Comment —— an exemplary example of an end to end, best in class marketing campaign —— demonstrated clear ROI and attribution to business value off SMART goals —— clear evidence of how a research insight was used to segment a market, inspire a creative idea, execute seamlessly, optimise when in market, and deliver desired results - efficiently and effectively

WINNER MARKETING TEAM OF THE YEAR TOURISM AUSTRALIA

great marketing team never works in isolation, and through collaboration, there are almost no limits. ‘Dundee: The Son of a Legend Returns’ launched at the 2018 Super Bowl. This A$36 million campaign constitutes the largest ever created by Tourism Australia (TA).

Judges Comment The team at Tourism Australia submitted the gold standard in award submissions. It was clear, succinct, spoke to the criteria and told a powerful story of how the collaboration and single-mindedness of the team drove strong results. With larger budgets, it’s easy to be creatively lazy or to be seduced into doing too much. But the judges were impressed by the team’s courage to remain focused on their goal and deliver a bold masterstroke. The creative was pure genius but it was built on a solid strategy, with clear insights and demonstrating the magic that can happen when all the marketing disciplines work together. Outstanding work.

Promoting Australia as the world’s most desirable and memorable destination demands a team effort. TA’s team of 220 across 14 international offices supports a broader industry that employs approximately one million people and generates $41 billion annually in spend from close to 9 million international visitors. The Consumer Marketing team accounts for 22 percent of the business, with 49 staff located in Sydney and three in our global regional offices. ‘Bigger, bolder, better’ has become our marketing philosophy. Rather than investing time and resources into smaller less impactful projects, with a tourism brand like Australia, we can create more noise and greater visibility – if we take the approach of doing a few big things with bigger impact! Our Dundee Super Bowl campaign is one of our most collaborative projects to date, where 60+ TA staff across all different business functions came together to bring to life a marketing idea that was bigger, better and bolder than what the tourism industry had ever before seen.

Australian Marketing Institute 2018 Awards for Marketing Excellence

WINNER BEST MARKETING AGENCY BRAVEDA

odern Marketing is a moving target, and many young marketers, especially graduates, are feeling overwhelmed and frustrated.

Many have given up years to study, only to come out and find that the landscape is completely different (and much tougher) than they were expecting. Agencies are also challenged balancing client service, business growth, and professional development. As a result graduate positions that offer genuine hands-on mentorship under industry leaders are highly prized and extremely competitive. This nomination outlines how Braveda is addressing the issues multitudes of young marketers face by delivering innovative Marketing Immersive Experiences, Mentoring at Scale and other pioneering approaches enabling passionate young marketers to develop into talented marketing professionals.

Australian Marketing Institute 2018 Awards for Marketing Excellence

Judges Comment Braveda wowed the judges with a Marketing initiative that showed real commitment to the marketing profession and helping young marketers succeed. Braveda took a known industry problem and via multiple projects created solutions to â&#x20AC;&#x153;engagement with young marketers as well as help young marketers get a foot in the door.â&#x20AC;? A university degree is just the first step, Braveda showed how Marketing Agencies can provide real world experience to entry level marketer and enhance their ability to grow, learn and find employment. It was a wonderful message and reminder that no matter your business size, or staffing, everyone with drive and passion can make positive change in the industry. The judges liked that the approach has so many angles and a real commitment to making positive change and a real social responsibility focus.

WINNER

BRAND REVITALISATION BUBBLEFISH CREATIVE BRAND BUILDING + BANZ GLOBAL PTY LTD BANZ Carewear for kids: A baby brand comes of age

aby Banz is an Australian brand of high quality sunglasses, earmuffs and sun hats designed to protect babies and kids from intense ultraviolet radiation and extreme noise. After 16 years in the business, the brand was encountering competition from me-too offerings, cheaper, low quality imitations, and discounted products online.

The “see no glare,” “hear no blare” and “feel no flare” theme (inspired by the three wise monkeys) and animated by a Baby-Mum chimp duo established a nostalgic connection with the parent besides attracting the child, an execution replicated across all brand touch points. Ironically, a babyish stance had helped the brand to mature and spike sales.

Historically, sales increases came from colour/design variations and product extensions. Absence of any distinctive branding/packaging was hindering growth and any penetration into premium outlets (e.g. baby/gift shops). Industry research revealed a product-oriented approach with virtually no brand differentiation. This opportunity was overlaid with the insight that Baby Banz had little emotional engagement with the mother (prime buyer) and scarcely involved the child. Baby Banz was repositioned as BANZ Carewear for kids with the promise “Sensitive care. Sensible choice.” The emphasis shifted from protection to loving care, appealing to the parent’s rational and emotional sentiment.

Judges Comment Well-deserved winner of the Brand Revitalisation category lead by strong creative, business and sales strategy all working together. A role model brand revitalisation program demonstrating how a powerful brand led strategy can translate into a 360 degree business turnaround. Congratulations to the marketing team, agency and leadership for taking a bold leap of faith to propel Banz Carewear for kids into their own “category of one”.

WINNER

CONSUMER ACQUISITION MARKETING 3M

The C-Suite. Perhaps the toughest nuts to crack.

M was faced with launching a new consultancy service in a market that didn’t exist in Australia. We were first to market, and first in category – a highly coveted position but a significant challenge. Marketers typically don’t flinch at a good challenge but when your target market is the infamous C-Suite, senior level executives who are as high up as you can get, you know you have your work cut out for you.

This was a learning journey of ‘campaign benchmarking’ over time and taught us you CAN drive success by aggressively challenging the status quo.

Having only two sales team members in the field, we struggled to gain traction in this space. So in 2016, 3M staged an acquisition program consisting of three phases; direct mail, social selling and digital.

Judges Comment The Winner of the 2018 AMI Award for Marketing Excellence - Consumer Acquisition Marketing impressed the judges in launching a new consultancy service in a market that didn’t exist in Australia. While first to market, and first in category are highly coveted positions they came with a significant challenge: identifying and influencing the infamous C-Suite, Perhaps the toughest nuts to crack. Exceptional results, an integrated multi-channel solution, the upskilling of a sales team, and efficiency in acquisition costs provided a strong contender for the coveted title. The clincher however was an authentic sharing of learning in the submission ensuring long term organisational benefit well beyond the specific campaign. The 2018 AMI Award for Marketing Excellence - Consumer Acquisition Marketing goes to 3M The C-Suite. Perhaps the toughest nuts to crack.

The investment and results of our final phase with digital slashed our cost per acquisition. It generated a great deal of awareness in a four-month window with 4.8MM impressions. By the end of our program we went from four targets in 2015, to 136 targets in 2017 representing a 3400 percent increase, with our sales increasing 128 percent on previous year’s results.

Australian Marketing Institute 2018 Awards for Marketing Excellence

WINNER

CONSUMER RESEARCH INSIGHTS EY SWEENEY + CGU

Celebrating The SME Market Through Effective Thought Leadership

s one of the largest and most prolific insurance organisations in Australia, a focus for CGU is the diverse SME market. However, the SME category is highly competitive, inertia at renewal time is rife and apathy is prevalent. Creating a marketing strategy and executing a campaign that has impact in this environment is challenging and new insight to underpin an original approach was required. A new story was needed… one that uncovered the success, grit and determination of migrant SME owners in Australia. We designed and implemented a research program that delivered more than insights into their motivations and ambition to the CGU team, but could also be used in the public domain to drive the narrative. For this piece of work, using an online survey we spoke to more than 900 SME owners and were able to uncover and articulate a compelling narrative to be used through the thought leadership driven campaign. This was only achieved through deep data analysis and insights that persuasively brought the results to life. In terms of impact, CGU directly attributed the insights led campaign to significant media coverage, sales uplift of 165 percent, reach of 10.8 million and 100 percent positive sentiment in media.

Judges Comment The judges commended the EY Sweeney entry for it’s strong performance across the board. Increasing share of the SME market was a major strategic issue for CGU. The online methodology employed was regarded as highly appropriate and used well-considered sampling variables. The marketing impact included a reach of over 10 million, pick up across a wide range of media platforms and demonstrable strong business impact, including sales uplift of 165 percent attributed to the campaign.

WINNER

CONSUMER RETENTION PITNEY BOWES

A Global Collaboration Community Fostering Innovation

itney Bowes is a global technology company; businesses around the world rely on products, solutions, services and data from Pitney Bowes in the areas of customer information management, location intelligence, customer engagement, shipping, mailing, and global ecommerce. Pitney Bowes wanted to improve engagement and retention among its location intelligence customers, providing better and more streamlined access to information and an easier way to get support. Its overall aim was to increase customer engagement and user satisfaction for its flagship application MapInfo Pro, as well as increase/maintain license renewals. Pitney Bowes therefore created a location intelligence (LI) community forum to facilitate collaboration and information sharing, dubbed Li360. Li360 was launched to great success using a range of marketing activities including a community mapping contest and end-user roadshow events. Pitney Bowes has also started using the forum to collaborate with customers on product development and updates, using Li360 for user beta testing. As a result of the Li360 initiative, Pitney Bowes has been able to improve its customer engagement and satisfaction, resulting in improved net promoter

Australian Marketing Institute 2018 Awards for Marketing Excellence

scores and customer retention. The Li360 community program is now also being used for new business development. As a B2B launch campaign with a highly-targeted audience, the results were outstanding, generating

Judges Comment Global technology company Pitney Bowes needed to drive customer retention in the location intelligence space. Pitney Bowes Australia took a leadership role in developing and rolling out a sophisticated online community forum known as Li360 to facilitate collaboration and information sharing amongst users. The launch included community mapping contests, customer roadshows and the development of new connections between Pitney Bowes experts and customers in the online environment. The integration of the customer, technical and marketing teams in delivering a quality retention and engagement tool is admirable. Other countries are now following Australia’s lead and rolling out the technology which has not only led to an increase in customer retention but is now also being used for new business development purposes.

WINNER

CONTENT MARKETING WEB PROFITS + BELLAMY’S ORGANIC

Bellamy’s Firsts

eb Profits are pleased to introduce our entry into the Australian Marketing Institute awards for Content Marketing. The campaign we’ve chosen to highlight is Bellamy’s Firsts, a user generated content campaign on behalf of Bellamy’s Organic. At the start of 2017 Bellamy’s Organic found themselves in a tricky situation in the market which translated into a sudden drop in share price. They acted quickly and admirably to resolve this, with one key change being their marketing. Advertising budgets were slashed, they took a digital first approach, and retained Web Profits as their sole marketing partner. With new budget constraints, and a strong knowledge of the brand and their customer, Web Profits sought a different approach to bring about growth. By celebrating the parents’ achievements, experiences and wins, we were able to turn customers into advocates and amplify their mantra of “a pure start to life”. The campaign was hugely successful with a plethora of engagement across multiple marketing channels and results that speak for themselves.

The performance of the campaign allowed the team at Bellamy’s Organic to focus on what they do best, running the business, while we weathered the storm together and came out on the other side.

Judges Comment Bellamy’s provided an outstanding example of creative and successful Content Marketing and is a worthy national winner of the AMI Awards of Marketing Excellence Content Marketing category. An excellent outline of the issue, clear goals and thorough market research provided the framework for an effective digital campaign solution. The content was creative, emotive and authentic which was essential for establishing compelling brand advocates. Outstanding results with Bellamy’s share price doubling. Congratulations!

WINNER

CORPORATE SOCIAL RESPONSIBILITY (CSR) EMERGENCY SERVICES HEALTH Find My Hero Australia

mergency responders are there at our most desperate times, working in high stress and dangerous situations, but it’s often not possible for the people they help to share their gratitude and thanks in situations where time and urgency is vital. Over time, this lack of closure can have a significant impact on wellbeing. Research shows that being thanked makes people feel valued and aids their future performance of selfless acts. Research has also linked gratitude to better health and wellbeing. It can reduce depression, aid sleep, improve selfesteem and mental strength, and increase our ability to cope with adversity. Emergency Services Health (ESH) created Find My Hero Australia to help reconnect emergency services personnel with the people that owed them thanks using the power of social media, PR and word of mouth. The initiative gained national prime-time media attention, achieved nine real-word reconnections, generated 76 media pieces, a 668 percent increase in website traffic, 3182 Facebook followers and sparked 12 significant stakeholder relationships.

Judges Comment The Find My Hero campaign demonstrates the authenticity of a strong Corporate Social Responsibility campaign while balancing an organisation’s expected returns. This campaign placed the community needs first and in doing so, created a refreshing initiative connecting hero with survivor. The campaign implemented subtle community education through storytelling, which translated to creating strong brand credibility through the implementation of commercial business elements.

In doing so, ESH was able to meet its primary objectives of; • Supporting the health and wellbeing of the community it serves; • Building a brand reputation of trust, credibility and genuine care; and • Opening doors with key emergency services authorities

This campaign presented a distinct edge. It tapped into how to emotionally engage multiple audiences, through a range of channels while introducing a relatively new commercial brand into the mix. The judges felt there was real heart to this campaign and it generated strong returns. Australian Marketing Institute 2018 Awards for Marketing Excellence

WINNER

CREATIVITY IN BRAND, PRODUCT OR SERVICE MARKETING (NEW OR BRAND EXTENSION) CANBERRA CENTRE + QIC

Monaro Mall Development

anberra Centre is the leading premium fashion, dining and lifestyle destination in the nation’s capital. Opened by Prime Minister Robert Menzies in 1963 as Monaro Mall, it was Australia’s first three-storey, fully enclosed air-conditioned shopping centre. The centre expanded and rebranded as Canberra Centre in 1989 and has since evolved to meet the needs of Canberrans. In July and November 2017, Canberra Centre launched Monaro Mall’s $74 million two stage redevelopment. The new Monaro Mall needed to uphold the centre’s business vision: ‘to be valued for transforming Canberra’s CBD into a global destination that enlivens the city’s cultural identity and connects people with our place.’ The marketing challenge was to create and launch two distinct brands, Beauty and Modern Living, within Monaro Mall to inspire positive consumer perception and awareness. It was crucial for the brand positioning to connect with both new and existing customers to generate awareness of Canberra’s new offer. It was equally important to generate excitement during each launch, to ensure measurable results and ongoing stability.

The launch demonstrated superior creativity with results exceeding all expectations: generating over $15.3 million in sales, positive publicity valued at over $1.3 million, increasing brand equity and inspiring positive

Judges Comment Canberra Centre QIC • Clear SMART goals – marketing and business outcomes – every one of them succeeded with CLEAR attribution to marketing activity • Long term, sustainable business value created • Exemplary execution and creativity across customer journey • One idea used across to audiences to build brand creatively • Judges felt that the scope of bringing world-wide artists to create and engage throughout the customer journey was unique, creative and clearly created meaningful value to the campaign

WINNER

CUSTOMER EXPERIENCE MARKETING CX MARKETING

Revitalising Roadside

ACT’s roadside product was at a confronting juncture. The iconic product that had been in market for over 90 years in Tasmania was experiencing growth of just 0.1 percent, while its interstate counterparts were in negative growth. A simple product – help on the roadside whenever you need it – didn’t resonate with a younger, YouTube savvy market who simply Google how to fix the car, or instead call Mum or Dad. Research indicated that the product still had resonance but the way it was packaged was cumbersome, and the online experience was difficult. There was no data tracking or analysis, so digital marketers were guessing where best to advertise. Online customer experience was not measured and changes were made on instinct. However, a few simple changes resulted in a remarkable turnaround for the product. Customer inspired changes were made to the product such as introducing a monthly payment option and deleting the join fee.

Australian Marketing Institute 2018 Awards for Marketing Excellence

These changes combined with an improved online experience and a customer focused marketing campaign, has seen product sales increase by nine percent, with online sales increasing by 133 percent. And younger people are buying the product, with RACT reducing member age by 45 percent year on year, reversing long term trends.

Judges Comment This was a great submission. We liked that they identified growth concerns and addressed them with a targeted campaign that was successful. We also liked they took a chance with the creative and appealed to the millennials. They enhanced the brand value with this program.

WINNER EDUCATION

MATER EDUCATION

Practical course. Exceptional nurses.

This was achieved by: • Delivering a refreshed campaign to reinforce Mater Education’s positioning and points of difference. • Implementing an integrated channel strategy, to maximise awareness. • Developing targeted campaign assets appealing to audience logic and emotion, to drive consideration and conversion.

WINNER

FINANCIAL SERVICES MARKETING WESTPAC + SAATCHI & SAATCHI

Westpac Rescue Rashie

n the summer of 2016, drownings over took road deaths as the leading cause of accidental death in Australia. As a brand committed to helping keep Australians safe, Westpac needed to actively live its purpose. Westpac Rescue Rashie put paediatric CPR instructions on to rash vests. Featured under a zipper and using sublimation printing, the instructions were placed to be at the fingertips of the rescuer. Since launch Westpac Rescue Rashie has earned over $1.7 million in media coverage and reached over 20 million people. Westpac Rescue Rashie has also gained interest from international swimming schools and been promoted at TED.

Australian Marketing Institute 2018 Awards for Marketing Excellence

WINNER

INNOVATION IN PRODUCT/SERVICE BCM + DEPARTMENT OF TRANSPORT AND MAIN ROADS A Speed campaign accelerated by hyper-relevance

he ‘Let’s change the way we look at speed’ campaign was aimed at reducing low-level speeding amongst, in particular, 18–34 year-old males, who are a notoriously difficult to reach audience.

• A 99 percent average completion rate; • A click-through rate 195 percent higher than the YouTube benchmark; and • A conversion rate 283 percent higher than the average government campaign.

To do that, we needed to change the way we communicated with our target audience. Our approach cleverly involved changing the way our ads appeared on YouTube. Instead of putting the same ad in front of everyone, we created over 1,000 ads tailored to different interests, topics and trends, all matching the search terms of our target audience, and all resolving with a ‘Speed’ message.

This contextualised approach to search marketing, developed by BCM, was so innovative it attracted attention from Google - which is high praise indeed from arguably the most innovative company in the world.

The campaign was so successful it smashed YouTube and government benchmarks, whilst achieving an average video completion rate of almost 100 percent.

WINNER

INTEGRATED MARKETING COMMUNICATIONS DEPARTMENT OF TRANSPORT AND MAIN ROADS + CLEMENGER BRISBANE

Get Set for the Games

or the first time ever, the Commonwealth Games would be held in a regional city. Athletes, officials and 1.2 million ticketed spectators would need to move around the Gold Coast quickly and in great numbers, without the public transport infrastructure of a city like London or Sydney. A significant behaviour change was required to get people out of their cars and off the roads. This challenge was compounded by the fact that Gold Coast locals are exceptionally reliant on their cars, and resistant to alternatives like public transport, walking and cycling. Working to targets greater than that of the 2014 Glasgow Commonwealth Games, we exceeded all expectations, with a 35 percent behaviour change, 53 percent change in attitude and 98 percent awareness. Our integrated Traffic Demand Management (TDM) campaign was strategically developed from best-practice learnings and research. Over 60 master messages ran across five phases, resulting in a highly engaging, nuanced, and effective campaign comprising thousands of individual touchpoints. Get Set for the Games was the most comprehensive MarComs program we had ever implemented. The campaign was a resounding success, ultimately achieving our aim of a successful Games, and launching a legacy of changed behaviour that will continue beyond the event itself

Australian Marketing Institute 2018 Awards for Marketing Excellence

Judges Comment Get Set for the Games is an outstanding submission that is original, clever, and captivating - demonstrating strong and cohesive strategic alignment across all marketing channels. The campaign by Queensland Department of Transport & Main Roads was well executed in terms of phasing and scale with engaging visual and audio creative cohesive with the overall communications message. Successfully overcoming several major challenges, the project delivered longterm value and lasting outcomes for both the organisation and the public. The submission addressed each of the award criteria very clearly with compelling, independently-verified metrics to support the submission, and was exceptionally well delivered.

WINNER

MARKETING COMMUNICATIONS: B2C AND B2B UNIVERSITY OF MELBOURNE

Talent for Every Future

alent for Every Future was the University of Melbourne’s 2017 brand campaign, designed to demonstrate the value of the University’s worldclass curriculum, the Melbourne Model. The primary audience of the campaign was employers, a key beneficiary of our graduate talent. The industry led campaign positioned our graduates as ready to navigate an uncertain and ever-changing future of work. Industry thoughts leaders and notable University of Melbourne Alumni featured in a suite of podcasts, videos and online editorials. The campaign website turned into a content platform, powered by LinkedIn, to enable employers to directly recruit and meet University of Melbourne graduates. Performance data indicated the campaign shifted all key metrics, including brand differentiation, campaign awareness, demand of graduate talent and the University’s Net Promoter Score (NPS).

Judges Comment This impressive category winning submission demonstrating well considered evidence-based marketing campaign rationale and execution. The creative assets stood out in both design and messaging supporting great effectiveness in reaching the target. As evidenced with strong overachievement of the campaign objectives, the submission clearly articulated a good understanding of the attitudinal issues to be addressed and how the campaign was able to successfully address and create the desired outcomes.

WINNER

NOT FOR PROFIT MARKETING JUNTOS MARKETING + MURRUMBIDGEE PRIMARY HEALTH NETWORK After Hours Crisis Support Services: Encouraging Help Seeking Behaviours in the Murrumbidgee

n the majestic Murrumbidgee, with its unique landscape of vast Australian beauty and its heartland of agriculture, your chances of experiencing a mental health concern are greater than the staggering Australian averages of one in five people each year.

in unprompted awareness of the primary source of help and support in a crisis – the Murrumbidgee Accessline. The social media component achieved the greatest level of engagement and exponentially increased awareness of available help in a time of crisis.

Based on widespread community concern about mental health, alcohol and other drug issues, the Murrumbidgee Primary Health Network the Murrumbidgee Mental Health Drug and Alcohol Alliance commissioned Juntos Marketing to develop a comprehensive campaign aimed at improving awareness of services and pathways to information at the time of a mental health crisis, particularly when occurring after hours, as well as addressing the stigma associated with mental health concerns.

Whilst the campaign’s look and feel reflected the unique Murrumbidgee region, the approach is highly transferable

Built on sound market research, community consultation and stakeholder involvement, the campaign ran across local TV, radio, press, printed material and on social, targeting people who might be experiencing a crisis, especially afterhours. The 12-week integrated campaign achieved 241 percent increase

Australian Marketing Institute 2018 Awards for Marketing Excellence

WINNER

PROPERTY MARKETING AVID PROPERTY GROUP + MARTINS BRAND HOUSE

Harmony by AVID Property Group

gainst the most formidable competitor possible, Harmony launched with a site that offered little to inspire buyers, in a location well away from the coast. Yet it achieved record prices and sales volumes. A major contributing factor to the success of Harmony is that the marketing strategy is infused within the development process itself, to create a project with a strong vision that is focused on differentiation. By bringing the entire project team together with a shared vision and passion to embrace innovative approaches and challenge convention, Harmony brought a new offering to the market that won the hearts and minds of homebuyers. It created a destination hub experience that has been revered by industry experts within the Urban Development Institute of Australia as the ‘best sales centre in Australia’.It created a display village experience that transformed streets into an active outdoor lifestyle participation space for families.

Judges Comment The judges were unanimous in their praise for the marketing campaign. The developer identified the challenges to sell a difficult location and against a far more established competitor. Their understanding of the prospective buyer, brought to life by communicating that the precinct was a place for day and night activities, was a textbook example of how to solve a marketing problem by leveraging a deep understanding of customer behaviour.

The results for Harmony as a project are exceptional, but so too for AVID as the developer. Through the marketing initiatives brought to life at Harmony and the subsequent success, AVID has earned a strong reputation that is opening the door to new growth opportunities for the company.

The display centre was innovative in the way it enabled visitors to experience the precinct, plus the custom streetscape set new standards in precinct marketing. Overall this was a high quality example of an integrated marketing strategy that built genuine engagement with prospective buyers.

WINNER

PUBLIC SECTOR MARKETING TRANSDEV + TRANSPORT FOR NEW SOUTH WALES

Reducing Fare Evasion on Sydney’s Light Rail Network Through Behavioural Science

his project completely turned a traditional approach to revenue protection (fare compliance) on its head. Adopting a scientific protocol and engaging a team of behavioural scientists allowed us to adopt principles of persuasion to run a targeted, holistic campaign. Our frontline team and Sydney light rail customers assisted us directly with the campaign messaging, and as a result, the Fare Evasion Rate for the Sydney Inner West Light Rail decreased from 9.5 percent in May 2017 to 7.5 percent – a percentage change in the number of fare evaders of 21 percent in just six months.

Australian Marketing Institute 2018 Awards for Marketing Excellence

WINNER

SMALL BUDGET MARKETING BRAEMAR PRESBYTERIAN CARE

100 percent occupancy on a shoestring budget.

n late 2017 the Braemar Village nursing home had a problem. In the fast changing aged care environment, it was facing a decline in occupancy. The small, established facility offers 52 rooms for residents who require 24/7 support in their daily lives. Braemar Village’s residents enjoy a care and friendship aged care approach, while the facility consistently performs well with customer satisfaction surveys. But with the opening of new hotel-like aged care facilities nearby, did Braemar Village have a future? Could its unique offering stand out among the competition? Braemar’s new CEO, Wayne Belcher (OAM) was optimistic about the future. Employing an established aged care marketer, Chris Frame (FAMI, CPM), the Braemar team set about identifying the unique selling proposition of the Village’s offering, as well as engaging with the aged care community to build awareness of Braemar Village’s services and the benefits of its clustered community living. This approach drove awareness and increased demand to live in the friendly and caring environment found at Braemar Village. It ultimately boosted occupancy, achieving full occupancy by March 2018, while solving a host of brand awareness and customer acquisition issues for Braemar. The success has left Braemar well placed for future growth and expansion in the future.

Judges Comment This award nomination has used a diverse selection of marketing channels to target decision makers, including strategic use of the cartoonist for newspaper ads – which is a genius idea and helps them stand out. Furthermore, the cartoon illustrations are fresh and dynamic, reflecting great depth and significant consideration in how to attract the influencer. This issue is an important one; and is clearly communicated throughout the campaign. Achieving ‘trust’ in an industry which has recently struggled with this is a huge challenge. Providing a clear focus on the unique product offering, combined with an extensive strategy focused on locally-based media channels is well demonstrated. Overall, the campaign is a very good example of a small-to-medium size business marketing strategy, operating in a competitive market, with a small budget that has been professionally managed. Reaching the 100 percent occupancy objective in the same financial year as the campaign is a fantastic achievement.

WINNER

SOCIAL MARKETING AND SOCIAL CHANGE QUEENSLAND HEALTH

Queensland Health Bowel Cancer Screening campaign

oth men and women are at risk of developing bowel cancer, but for those aged 50 years and over the risk increases. Bowel screening involves testing for bowel cancer in people who do not have any obvious symptoms of the disease. Screening can help detect bowel cancer in its early stages when it is easier to treat and cure. If detected early, treatment has up to a 90 percent success rate, however fewer than 40 percent of Australians are participating in the national screening program. Set with the task of increasing participation in the bowel screening program, Queensland Health has recognised the challenge in getting men involved. Men are generally less proactive than women when it comes to looking after their health. Their attitudes exhibit fear of cancer, embarrassment, and discomfort with the procedure itself. The campaign needed to reinforce the importance of bowel cancer screening, reassure the audience of the benefits and build confidence in the process of screening. The Make No.2 your No.1 priority campaign was developed by Queensland Health to increase awareness of bowel cancer and to encourage greater participation in the National Bowel Cancer Screening Program (NBCSP) among Queensland men and women aged 50, with a male skew.

Judges Comment The QLD Health Bowel Cancer Screening campaign “Making number 2s your number 1 priority” was an outstanding campaign that leveraged great insights, segmentation, testing and creative to achieve social change outcomes for an audience that is traditionally hard to connect and change on this topic– men and women over 50. Their use of segmentation tools and leveraging their insights ensured they created a powerful campaign using celebrity power to engage people in a nonthreatening way to drive to get a bowel cancer screening. Their submission provided clear objectives and methodology to achieve their objectives, backed up with great results. They showed clear outcomes to the organisation and the audience they were targeting to truly make a difference

Australian Marketing Institute 2018 Awards for Marketing Excellence

WINNER

SOCIAL MEDIA AND DIGITAL MARKETING TOURISM WESTERN AUSTRALIA + CUMMINS & PARTNERS, BIG HEAD DIGITAL

Visiting Friends and Relatives

o convince people living overseas to book a trip to Western Australia, Tourism Western Australia and Cummins&Partners devised a strategy to tap into an unexpected audience. Research showed that 15 percent of people living in Western Australia were born in a key international market for travel, which let us leverage a powerful motivator: the families and friends of these residents. We executed a strategy across Outbrain and Facebook, targeting family and friends overseas to inspire them to visit their loved ones in WA, and targeting the expats in WA to act at the magnet to encourage their overseas loved ones to visit. A three-phased retargeting journey running simultaneously across Western Australia and four international markets pushed potential visitors through from consideration to action. The advanced targeting capabilities of Facebook let us talk directly to the expatriate hosts and friends/relatives, which led to thousands of interactions between our audiences, and incentives from key travel partners pushed these people to book a holiday.

This strategy led to 10,902 holiday packages sold and $21.85 million of additional projected visitor spend, a return on investment of 54-to-1.

Judges Comment A very well crafted campaign, based on sound insight. A clearly defined audience enabled use of highly targeted digital methods, effectively engaging a global audience and producing tangible sales results. The campaign successfully streamlined communications and established a strong framework for future campaigns.

WINNER

SPONSORSHIP MARKETING OPEN COLLEGES + BOHEMIA

Open Colleges - AFLW Sponsorship

he Australian education market has faced turmoil from 2016 to 2018. Open Colleges needed to distance itself from negative industry commentary, do its part to build consumer confidence and show that education can lead to a better life. To achieve this, the brand found a clear sponsorship space where a new, powerful brand platform, “Find Your Awesome,” could be leveraged to differentiate Open Colleges from the sea of competitors. In leveraging sponsorship marketing and forming a partnership with the Women’s AFL (AFLW), Open Colleges was able to differentiate the brand, build trust, and favourability in a unique platform that was 100 percent ownable in the education category. The partnership with the AFLW created a strong, emotional connection that supported above-the-line media messages – connecting Open Colleges with confidence, pride and achievement. The partnership enabled a reach of an additional 8M+ people within the target market in a more authentic and cost-effective manner. As a result, despite the harsh climate, Open Colleges grew brand awareness recognition and YoY lead volume.

Australian Marketing Institute 2018 Awards for Marketing Excellence

Judges Comment The category judges thank you for your award submission. It was a great submission and was clearly presented. Your sponsorship was very well executed and delivered great brand alignment with your target audience. You illustrated an excellent understanding of the competitive market, which enabled you to achieve significant cut-through via a non-traditional sponsorship for your sector. The results demonstrated good ROI. A very smart and well-considered sponsorship marketing activity that delivered on your KPIs.

WINNER

TOURISM AND HOSPITALITY MARKETING TOURISM AUSTRALIA

Dundee Super Bowl

ourism Australia (TA) is the Australian Government agency responsible for attracting international visitors to Australia, both for leisure and business events. Its mission is to make Australia the most desirable destination on earth. We are in the business of marketing experiences that create lasting memories, and in the process - delivering significant economic benefits to our country. Everything we do at TA endeavors to ensure we are maximising the amount of money that is generated by Australia’s visitor economy. We are in the business of marketing experiences that create lasting memories, and in the process – deliver significant economic benefits to Australia. Underpinning TA’s vision is our shared industry goal to double overnight visitor spend to more than $115 billion annually as part of our 10-year Tourism 2020 strategy, created to maximise tourism’s contribution to Australians In a competitive travel market, it is essential to galvanize market opportunities and to cut-though the noise in the most impactful way possible. The 2018 Super Bowl bought to life the legendary return of Dundee, bringing forth the opportunity to further convert interest in Australia to travel bookings and, in turn, maximise the amount of money generated by Australia’s visitor into the economy.

Judges Comment The Dundee Super bowl Campaign was well researched, and showed a through understanding of the market challenges and customer problem required to be solved. The incorporation of aligning the campaign to meet the new business strategy (of doing more big things that matter) evidenced how the insights, the creative idea and the media buying was guided. The creative execution was smart, engaging as well as block buster; playing homage to tried and tested past Australian icons (Hoges) as well as introducing the new (Hemsworth) that have the appeal and which would cut through quickly, resonate with the American market and seek the behavioural change required. The acknowledgement of the industry through their buy-in and support of the campaign and via tactical support is commending. The incorporation of the digital interactive map that allowed the conversion connectivity between potential tourists directly to operators supports the early conversion/sales indicators with strong leads experienced by the campaign partners.

Australian Marketing Institute 2018 Awards for Marketing Excellence

Can every better question lead to insights that help the world work better? EY Sweeney and CGU â&#x20AC;&#x201C; Proud national finalists of the 2018 AMI Award for Consumer Insights A great result thanks to collaborative story telling with the CGU team EY Sweeney - Insights with impact