Media Idea

The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.

2018 GOLD

The Power of SHE

Companies with women in leadership perform better, but women are underrepresented. On International Women’s Day 2017, State Street Global Advisors placed Fearless Girl in New York’s financial district to ignite a conversation about the power of women in leadership. She generated over a billion impressions on Twitter in the first 12 hours. In three days she drove average daily trading volume of the SHE fund up 384%. 

Brand: State Street Global Advisors
Client: State Street Global Advisors
Agency: McCann New York
Language: English

2018 SILVER

Inconvenience Stores- Turning an everyday errand, into another reason to ride.

In the era of customer centricity and ease, the last thing you would expect from an insurance brand would be to make things inconvenient for their customers… But that’s what Swann Insurance did to disrupt the category and deliver profitable market share. By creating ‘Inconvenience Stores’ in the middle of nowhere yet at the end of some of Australia’s most epic rides, Swann Insurance gave riders a ‘reason to ride’ and demonstrated to motorcyclists that they understood them and their need to feel free on the open road. By flipping the notion of convenience in a way our customers understood; Swann Insurance drove a 52.2% increase in revenue within a flat market with a profit ROI of 453%.

Brand: Swann Insurance
Client: Swann Insurance
Agency: CHE Proximity
Language: English

2018 SILVER

The Billion Point Giveaway

Velocity Frequent Flyer (the loyalty program of Virgin Australia) makes money when people transfer reward points over from their bank. Every year, they offer a 15% bonus on points transferred in May or November. This is the story of how we reframed this bonus as The Billion Point (that was supposed to be The Million Point) Giveaway, blamed the simple typo all on an ‘intern’s mistake’, and then documented the consequences in an online mini-series. Australian’s took full advantage of the blunder too, which saw a +58.4% increase in revenue, on -35.3% less media budget.

Brand: Velocity Frequent Flyer
Client: Virgin Airlines
Agency: CHE Proximity
Language: English

FINALISTS

RITZ Puttin’ on the RITZ

U.S. Bank Found in Translation: The untold story of children who give a voice to generations.

Pulsar N160 The (Un)Censored Ad