Data-Driven

Data-driven media is the application of data and technology to identify and match the right audiences to the right message at the right moments.

2017 GOLD

You've Gotta Have a Team: Bringing the next generation of fans into the Hyundai A-League

Football had a unique problem in Australia. It’s the most played sport amongst kids, yet only 42% of players under 15 supported a Hyundai A-­‐League team. Our challenge was to convert this passion for the game into fandom. We needed to convince kids “You’ve Gotta Have a Team”. Enter Yoshi, a football-­‐mad kid without a team. Yoshi went on a 21,000km journey so all the teams could compete to win his support.

Brand: Football Federation Australia
Client: Football Federation Australia
Agency: BMF
Language: English

2017 GOLD

Don't Ignore a Cough

Last winter Prospan was the little kid’s cough remedy that could. With everything stacked against it, a winning combination of finding and leveraging existing behaviors and using big data to build a predictive algorithm, the perfect message was delivered at precisely the right time to concerned Australian mums. By successfully aligning Prospan with maternal instinct, we achieved a 27% increase in sales, in a market which shrank by -8.5%.

Brand: Prospan
Client: Flordis
Agency: AFFINITY
Language: English

2017 SILVER

"Bloody Idiots and Ratbags" do it again for Lamb

When Pauline Hanson labelled us “a bunch of politically correct ratbags,” we knew we were onto a winner. Lamb, the brand that stands for ‘Unity’, could no longer ignore the elephant in the room: the day we should be most united as a nation – Australia Day – was instead driving us apart, by excluding Indigenous Australians. Our solution was to celebrate everyone that makes Australia great, not the day or the date. It became Lamb’s most talked about campaign ever.

Brand: Meat & Livestock Australia
Client: Meat & Livestock Australia
Agency: The Monkeys
Language: English

FINALISTS

MEDIAS NOCHES BIMBO Y BIMBOLLOS BIMBO LA GRAN GUÍA DE JOCHOS Y HAMBURGUESAS

Nosotras Intimawear Nosotras Intimawear: Una Revolución Sostenible y Empática en el E-commerce

Inca Kola La teoría de la retornabilidad de “Albert E”.