The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
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
How we sold a Muscle car to the Masses
Someday not today. This is a story about turning dreamers into buyers. By positioning itself as an antidote to regret and identifying the opportune moments when people would be most receptive to that message, the Ford Mustang got its audience to self-reflect on their prosaic existence and defy their sensible, responsible, side that says no to a Mustang. The Mustang not only became the largest and fastest growing sports car in the country, its 2017 sales figures exceeded those of a lot more mainstream, accessible brands like the VW Polo and the Honda Jazz. Our campaign helped democratise the ‘muscle car’.
Client: Ford Motor Company
White Hats Wanted
Cyber-attacks are wreaking havoc in the United States. As the largest military branch, the Army is responsible for defending Americans from all kinds of threats including cyber attacks. But to do so, they need to attract the few recruits with elite hacking skills. “White Hats Wanted” used a conventional TV ad as a magnet via a coded message that only a skilled hacker would spot. The campaign drew over 1 million hackers into an online vetting process that led to only qualified prospects contacting Army Cyber Command.
Brand: U.S. Army
Client: U.S. Army
Agency: McCann New York