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2024 GOLD

A peek into the real Navy

The Navy entered FY23 facing its hardest recruiting year in decades with fewer hand-raisers ready to join. To convert GenZ, the Navy had to shift their perceptions of what it’s like to be a Sailor by fitting more naturally into GenZ’s social feeds and driving behavioral changes to learn more. The Inside the Navy social campaign drove lifts in the attitudinal statement “is a place for someone like me” (+14.6%), social engagements (+795%), searches for “Navy Life” (+30%), visits to Navy.com (+139%), and a +80% YOY lift in leads collected.

Brand: America's Navy
Client: US Navy
Agency: VML
Language: English

2023 GRAND

Curing Homesickness

When the charity economy shrank and other philanthropic causes dominated headlines, Sydney Children’s Hospitals Foundation (SCHF) needed a new source of revenue. They found it with a new energising cause: to cure the homesickness suffered by all kids in hospital. With a campaign that got brands to join us, the response was huge, including an entirely new brand: Coles Mum’s Sause. Four years since launch, and with no additional investment the campaign is still generating revenue to help children’s hospital charities around Australia get kids back where they belong: home.

Brand: SCHF
Client: SCHF Curing Homesickness
Agency: CHEP Network Melbourne
Language:

2023 SILVER

Macca’s: Unlocking the value of a nickname

Business was humming, but our brand was not. Our communications were the weak link in a winning team, failing to deliver strong returns. To kickstart our brand we needed to find a distinct point of view. Speaking to Aussies we discovered Macca’s wasn’t just a nickname, it’s a symbol of pride in a global brand Aussies feel like they’ve made their own. So we became Macca’s and not just McDonald’s, taking the Macca’s ethos into all our communications. By doing this we doubled, yes DOUBLED our return on marketing spend.

Brand: McDonald's
Client: McDonald's Australia
Agency: DDB Group Sydney
Language: