Canons EOS Photochains claims Grand Prix

by Marketing ON 24 June 2010

Canon Australia’s ‘EOS Photochains’ campaign has taken out the Media Grand Prix at Cannes Lions.

The brand also picked up gold, silver and two bronze awards in the ‘Direct’ category, silver in the Promo and Activations’ category and silver for the PR category.

‘EOS Photochains’ has also been shortlisted in the Australian IAB Awards for the ‘Social Media Marketing’ and ‘Brand Destination Site’ categories.

“At Canon we judge our marketing effectiveness on commercial outcomes and Canon EOS has performed exceptionally well, achieving revenue growth of 44% to $138 million in 2009. Importantly our market share grew to 54% by value in 2009, meaning more than 1 in 2 consumers chose Canon,” said Darren Ryan, Canon Australia’s general manager of consumer marketing. “To win such prestigious awards is powerful affirmation that our local team and agency partners are at the forefront in creating brand experiences and communications based firmly in deep consumer research and understanding.”

Australia ranked sixth worldwide at Cannes

by Marketing ON 6 July 2009

Australia has punched above its weight to rank sixth worldwide at the Cannes Lions International Advertising Festival.

In order of performance, Australia trailed the US, UK, Germany, Brazil and France.

Compiled and interpreted by The Big Won (an advertising awards register), the data indicates the best performing agencies tend to be all-service agencies. The Big Won reasons these agencies are better able to plan integrated media plans.

Despite taking out three Grand Prix, CumminsNitro’s ‘Best Job in the World’ ranked number two in the individual campaign analysis. It was beaten by ‘Trillion Dollar Campaign’, produced by Hunt Lascaris for The Zimbabwean.

Australia was well represented with two other campaigns in the top 10. BMF Sydney’s ‘TED 696 Project’ ranked sixth and ‘Earth Hour Vote’, by Leo Burnett Sydney, hit eighth.

Top performing countries at Cannes:

1. USA
2. UK
3. Germany
4. Brazil
5. France
6. Australia
7. South Africa
8. India
9. Belgium
10. Japan

Paid for: best job in the world

by Marketing ON 29 June 2009

Tourism Queensland’s ‘The Best Job In The World’ campaign has outdone Tourism Australia’s sponsorship of Baz Luhrmann’s movie Australia.

Despite its cost of $1.7 million, juxtaposed with Australia sponsorship priced at $40 million, ‘The Best Job In The World’ campaign has been valued at $200 million.

The campaign has set a new record at the Cannes International Advertising Festival, receiving three Grand Prixs for public relations, direct advertising and web.

Don Morris, chairman of Tourism Queensland, said the campaign has become a case study on how to use social media.

No one has done this as a simple business story. This is a seriously interesting case study of how to use social media. Tourism Australia put $40 million into the Australia movie and it is ranked something like 469. The Queensland Government put $1 million and partners another $700,000 into the Best Job campaign, said Morris.

The integrated campaign began with print ads, but soon moved to web, YouTube and social media.

While the campaign was launched in the core target market of the UK, Morris said the campaign had transcended borders, bringing a massive ROI in Europe, North America and south east Asia.

It is estimated three billion people were exposed to the campaign.