Small Budgets - Services

This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less).

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2024 SILVER

Anytime Anytime

This case study is proof that a brand doesn’t have to have SuperBowl sized budgets to get SuperBowl sized attention. How viewers engage with the big game is shifting. Over 60% of viewers engage on social platforms during the broadcast. So we hijacked the big game, by betting on the power of second-screen and elbowed our way into the game day conversation without dropping $7M. Our bet paid off. We drove double-digit sales growth, 13-month high in memberships, significant increase in favorability and awareness, and more mentions than paying advertisers.

Brand: Anytime Fitness
Client: Anytime Fitness
Agency: Mischief @ No Fixed Address
Language: English

2023 GOLD

The Loudest Call for Help

At-risk youth was one of the most problematic plights in the not-for-profit category. They were seen as delinquents underserving of support. And so, it was a plight the community had completely disengaged with. In reality, at-risk youth were survivors and the ultimate personification of an ‘underdog fighter’, a trope all Aussies inherently rally behind. Using an equally invisible aspect of our streets, public payphones, Whitelion staged the loudest CALL for help. Literally. The result? Direct engagement at scale, increased donations, and a change in the national conversation around at-risk youth.

Brand: Whitelion Youth
Client: Whitelion Youth
Agency: Ogilvy Sydney
Language:

2023 SILVER

Give Up On Humans

Humans are the worst. Especially when it comes to online dating. Unwanted slides into your DMs, being ghosted, unsolicited pics; you name it we have to put up with it. So, to launch our Tinder-esk cat adoption platform MyHooman, rather than telling people to adopt a furry friend, we told them to ‘Give up on humans’. By celebrating the disappointment of dating apps we helped people find their perfect match - and have seen a massive 76% uplift in return. And there’s not a liar or catfish in sight.

Brand: MyHooman
Client: Mars
Agency: Colenso BBDO
Language: