Social Media - Services

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2022 SILVER

Stop it at the Start

Many social marketing ideas create awareness for a short time with disarming activations. They burn bright then fade. Stop it at the Start is an enduring idea, changing a generation, with positive impacts being built on with each new phase. From recognising the excuses we make for disrespect allow violence against women to grow, to reconciling people’s own role, and finally responding with “Unmute Yourself”. Stop it at the Start remains what the former Australian prime minister called “one of the most effective government advertising campaigns I’ve ever seen.”

Brand: Department of Social Services
Client: Department of Social Services
Agency: BMF Sydney
Language: English

2022 SILVER

Tonight, I'll be eating...

In five short years, Uber Eats Australia has gone from a start-up bet, riding the coat-tails of parent-brand Uber, to #1 online food delivery (OFD) brand with over 50% national penetration and two-thirds marketshare - in the process disrupting existing behaviour and growing a nascent category from just $142million annual revenue (AUD) to over $850million. Ruthless commitment to consistent, long-term brand marketing through the culture-shaping 'Tonight, I'll be eating...' platform was pivotal to this success, establishing the brand's distinctive assets from scratch and supercharging sustained awareness, consideration and acquisition growth.

Brand: Uber Eats
Client: Uber Eats Australia
Agency: Special Sydney
Language: English

2021 GOLD

#ChickenWars

How many unpaid tweets earn $87 million worth of media and lead to 13% same-store sales growth and an additional $1 billion in system-wide sales for the year? It doesn’t happen by chance. We set out to make Popeyes Chicken Sandwich wildly famous. And our “instant” success was a year in the making as we market-tested our sandwich and cultivated our fanbase, particularly among Black Twitter, a highly influential, hyper-creative group of Twitter users. When our moment came, we knew exactly what to tweet start #ChickenWars.

Brand: Popeyes Louisiana Kitchen
Client: Restaurant Brands International
Agency: GSD&M
Language: English