Marketing Disruptors

This award honors efforts that grew their business / brand by changing the marketing model in ways that drive the industry forward.  

2022 GOLD

Everyday Voice

Ricola was outspent in category during the Cough & Cold season and needed to shift consideration to drive incremental cough drop sales. We created an all-new everyday usage occasion and positioned Ricola as a remedy for dry, irritated throats due to cheering, screaming, or talking, resulting in a 500% sales spike during the four-week campaign. With a +3.6pts lift in Message Association, we shifted consumer purchase behaviour from reactive - purchase made after you develop a sore throat – to proactive, communicating “It’s good to have Ricola at the ready.”

Brand: Ricola
Client: Ricola
Agency: FUSE Create
Language: English

2022 GOLD

One House To Save Many

Each year, hundreds of thousands of Australian homes are destroyed or damaged by extreme weather. To help solve this problem, Suncorp partnered with the CSIRO, James Cook University and Room 11 Architects to create ‘One House To Save Many’, the world’s first home designed, scientifically tested, and built to withstand cyclones, floods and bushfires. Led by a documentary on broadcast TV, the campaign highlighted the problem, the testing process, product features, and showcased resilience experts, as well as real Australians who had lost their homes to extreme weather.

Brand: Suncorp
Client: Suncorp Insurance
Agency: Leo Burnett Sydney
Language: English

2021 GOLD

Pay Cut Whopper

Burger King wanted to build a direct and personal connection with online consumers who had been overloaded with a swarm of delivery apps. We helped Burger King cut through the clutter whilst launching its new app, by offering more than a promotion – by showing an empathetic approach to consumers. We modified the classic app user experience by allowing consumers to avail discounts equivalent to pay cuts suffered due to the pandemic and generating a 30% sales increase vs 2019.

Brand: Burger King
Client: Burger King
Agency: Wunderman Thompson
Language: English

FINALISTS

James Hardie Changing the Way Australia Builds

IPDC IPDC Child Marriage Prevention Loan

Samsung iTest: Comparing Apples with Androids