Carpe Diem - Services

This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or service in a bright spotlight and creating immediate and measurable impact.

2018 SILVER

The More The Merrier - How ALDI continues to win over Aussies at Christmas.

From Surfing Santas to The Tinkletons, ALDI Christmas is a major retail event. But big success comes with big expectations, competition and Christmas clichés aplenty. Whilst ALDI saw increases at Christmas, perception of quality lagged behind competitors. And with a year of Colesworths pushing half price, ALDI’s value had been knocked. ALDI’s 2017 campaign reframed the value equation from crude quality/price to ‘generosity’ demonstrating ALDI could entice the hungry Christmas mobs in a uniquely Australian way. It was the most successful yet delivering xx lift in sales despite a xx reduction in campaign spend, netting an ROI of xx for every dollar spent.

Brand: Aldi
Client: Aldi Australia
Agency: BMF
Language: English

2018 SILVER

Kids are Tougher than the Streets

This case is about the toughest people in one of the toughest warzones. They’re not soldiers, cops or gangsters. They’re children. And they make the tough choice to defiantly reject crime on their streets. Instead, they choose hope by joining a safe-haven called Off The Street Club. Our “Hope is Tougher” campaign raised the most money in the Club’s history – 20% more than previous years and enough to keep 3,000 kids off the streets. And it proved that thoughtful strategy and communications can make a difference in people’s lives.

Brand: Off The Street Club
Client: Off The Street Club
Agency: Energy BBDO
Language: English

2018 SILVER

A Meme Gallery

The general learning disabled, due to lack of social interaction, are often neglected and forgotten. Can the power of technology bring equality to this community, help them voice their identity? We created a HTML5 digital gallery of artwork of 36 general learning disabled individuals. Users were able to engage these individuals by spending 1 RMB using WeChat Pay to purchase their painting. On the same day we urged every WeChat user to donate their “Moment”and frame this painting on their social space, linking public care into a continuing digital gallery.

Brand: Tencent
Client: Tencent
Agency: Tencent
Language: Mandarin

FINALISTS

SAP Open Letter

Ally Financial It's Payback Time

The Dry July Foundation The Reclaiming of Dry July