Most effective Aus marketing celebrated, road safety campaign takes out Grand Effie

Australia’s most effective marketing campaigns were celebrated last night at a gala dinner in Sydney, with a campaign launched to tackle the increasing problem of speed-related road accidents taking out the top prize for a campaign.

That ‘Enjoy the Ride’ campaign, by Perth agency 303Lowe, took out two Gold Effies as well as the ultimate Grand Effie, for the agency and its client, The Office of Road Safety of Western Australia. It was described by the judges as “fresh, bold and inspiring, while delivering outstanding results”.

The honour of Effective Agency of the Year went to George Patterson Y&R, with the agency winning two Gold and three Silver Effies.

Matthew Melhuish, chairman of the Australian Effie Awards, says, “Marketing thinking has moved on a lot in recent years and the greater availability of data is helping to advance accountability and results-based approaches. These awards are a wonderful showcase of excellent strategic thinking, bold campaign ideas, new measurement techniques, clever use of insight and great ROI and they set the bar for us all. My congratulations go to all our finalists and winners.”

From the 19 categories, eight Gold Effies were awarded, as were 20 Silver and 16 Bronze.

The winners of Gold Effies, by category, are:

Retail/Etail

• George Patterson Y&R Sydney – St Vincent de Paul Society – ‘Vinnies Signed Finds’

Financial Services

• Whybin\TBWA\Tequila – RaboDirect – ‘Encouraging Australians To Steal Back Their Dreams’

Transformational Digital Business Platform

• BMF – Commonwealth Bank – ‘The World’s First Investment Property Simulator’

Government, Corporate and Social Services

• 303Lowe Perth – The Office of Road Safety Western Australia – ‘Enjoy The Ride’

Most Original Thinking

• George Patterson Y&R Sydney – St Vincent de Paul Society – ‘Vinnies Signed Finds’

• Naked Communications – Art Series Hotels – ‘Steal Banksy’

Best State Campaign

• 303Lowe Perth – The Office of Road Safety Western Australia – ‘Enjoy The Ride’

Small Budget under $500K

• Naked Communications – Art Series Hotels – ‘Steal Banksy’

 

The Effies are a joint presentation of The Communications Council, Telstra and the Australian Association of National Advertisers.