The honours continue to roll in for the Genesis Energy Tree People campaign. It’s just won Silver at the world’s leading creative direct marketing awards, the John Caples Awards held in New York. (No Gold was awarded in the website category.)
Lowe Sydney’s Welcome Snoop campaign for MTV Australia also picked up a Silver, this time in the Integrated Campaigns category, to supplement our three Finalist placings.
We’ve just created a viral campaign for Football Federation Australia, to promote the FIFA World Cup qualifying series. And already it’s the fifth most-watched sports clip in the world on YouTube, and the 54th most-watched clip of all.
Many Aussies think that the Socceroos are sure to qualify, so we’ve adopted an unorthodox strategy: we’re promoting the opposition. They’re fierce adversaries capable of knocking Australia out.
Check out the Uzbeki training film on YouTube, and you’ll see what we mean. It’s already notched up 180,000 views.
Those Aussies who haven’t seen the viral will see a TVC on air (below). We’ve commandeered the training footage for a national TV push to directly promote sales to the game. There will be radio and press advertising in support: the premise is Qualification Just Got Harder, and we’ll be evolving this campaign with follow-up activities for the upcoming clashes with Bahrain and Japan.
We had a great result at the huge AIMIA digital awards show on Friday night: Tree People won the Effectiveness category, giving us our second statue in two years. (Last year, our online game ElectroCity won the ‘Best Science, Health or Environment’ category.)
AIMIA is the Australian interactive industry’s longest running and most prestigious awards, and like the Oscars, there is only one winner per category. So we’ll be giving this trophy pride of place on our mantelpiece.
Our very own Tom Markham is one of only three Australians selected to judge the Innovative Advertising category at the New York Festivals. After a wild night celebrating at The Ivy, Tom was slightly crestfallen to discover that he would not be jetting across the Pacific in a shiny new Airbus A380. Instead, he will be judging online from his cramped living room in Abbotsford.
Tom is now eating pastrami on rye three times a day and playing old Lou Reed albums to psych himself up to watch 250 marketing case studies. Interesting factoid: although these entries are sent from the furthest-flung corners of the globe, most feature a female voiceover saying, “With limited money and no time, we needed to connect with consumers in a new and exciting way.”
Aussie is Australia’s biggest name in non-bank retail financial services, and they’ve just selected us as their creative agency.
Everyone here is thrilled at the result: winning a big pitch is always tough, but winning a client with Aussie’s heritage and presence is especially rewarding.
Stuart Tucker, Aussie’s GM Marketing, said: “Lowe has impressed us since day one of the pitch process and have demonstrated an ability to understand Aussie and its customers, as well as delivering insightful ideas across the business.
We’re looking forward to doing great work - and making a real difference to Aussie’s business.