The Australian Marketing Institute rolled out the red carpet at last weeks Gala Awards Dinner to present the 2008 AMI Awards for Marketing Excellence.
I didn't attended, however my spies did report that unlike footy's night of nights or the Oscar's there weren't to many plunging necklines, visible panty lines or invisible backs to spoil anyones dinner.
The winners of this years awards are:
Brand Extension Award - rare/wear
AMI's comments: 'rare/wear -- believe in destiny' developed a streetwear range of limited edition clothing, custom-made jumpers, jackets and hoodies for male and female students in high school years 11 and 12, and for the 18-25 year target market.
More than two million viewers watched the viral, it was featured on Channel 7, and was the most successful viral ad produced and released in Australia.
Brand Revitalisation - Peppers Homeloan
AMI's comments: Peppers
'Opening Doors' brand revitalisation contributed to 129% year-on-year
growth with record settlements, delivering a highly successful
integrated brand strategy and new tools as a result.
The overall success of the brand revitalisation campaign was evidenced by the higher loan conversion rates leading to increased profitability, elevating Peppers' market leadership position in the non-conforming lending sector.
Consumer Insight - Hamton Property Group
AMI's comments: Hamton
Property Group identified a niche market not being addressed by
conventional property developers -- the Gen Y first homeowners.
It explored overseas examples, reviewed Australian market conditions, sought advice from academics and the property industry, and market tested the developing concepts with the potential market.
By truly focusing on the Gen Y market and their lifestyle needs, they developed the Vertical Urban Village, which is innovative, courageous and, most heartening of all, successful.
Corporate Social Responsibility - BlueScope Steel
AMI's comments: The
Tank A Day Challenge demonstrated social and community leadership in
Australia's water crisis. It educated young Australians at 6,500
primary schools about water conservation and BlueScope Steel gifted a
rainwater tank to 200 primary schools.
The community response to the program was overwhelming, with 2,150 primary schools participating -- representing a participation rate of approximately 33% of all primary schools in Australia, as well as an increase in brand awareness for Bluescope Steel to record levels.
Education - Murdoch University
AMI's comments: Murdoch
University was being lost in the competitive clutter of the Western
Australian tertiary education sector. The Discoverers Welcome brand was
developed with the brand proposition of 'never stop discovering'
echoing throughout as the brand's meaning emerged: 'Murdoch was the
place where free-thinkers came to succeed'.
By bringing Murdoch's true brand back to life they have reinforced the brand's strengths and values and set a clear course for a sustainable future.
Incentive Marketing - EVT Marketing Group
AMI's comments: The
'Take a Bigger Bite' program was a great success with Yamaha benefiting
through increased sales, greater brand image and better relationships
with their dealers.
The program developed was systematic, measurable and took a behavioural approach, which increased its effectiveness across the multiple business opportunities.
This submission is an excellent example of Incentive Marketing in action that advocates the practices on how to reward and provide incentives to multiple stakeholders with a single, streamlined program.
Internal Marketing - University of Melbourne
AMI's comments: In
early 2008 the University of Melbourne introduced the Melbourne Model,
a radical shift from its highly successful market model.
Resistance to change is a well-documented organisational phenomenon, so a non-coercive integrated communications programs for well-defined segments of the university stakeholders to support the brand re-positioning effort was developed.
The judging panel commends the professional approach in developing and implementing an innovative and sustainable program of internal marketing.
Loyalty Programs - Kmart Tyre & Auto Service
AMI's comments: Rising
fuel costs and spiralling interest rates caused many motorists to
either put off their car servicing or use alternative transport in an
effort to save money and, to a lesser extent, the environment.
Kmart Tyre & Auto Service used current marketing communication and brand strategy, a personalised impact mail piece in the shape of a car and sent a clear and convincing message to its customers. Sustainability has been achieved through strong brand awareness and replicability.
Marketing Communications (B2B) - Pepper Homeloans
AMI's comments: Starting
from a market position of fifth, with low brand awareness, an outdated
broker database and a 'modest budget', Pepper's gained market share
through increased distribution via a 'third party' channel.
With credible market research, management support, an innovative marketing campaign and a modest budget, it created outstanding results. Pepper Homeloans has moved from fifth position in its market to first.
Marketing Communications (B2C) - Telstra Country Wide
AMI's comments: The
Telstra Countrywide marketing team developed a marketing program that
demonstrated great brand alignment, effective and efficient spend,
organisational and sales network engagement, development of consumer
advocacy and outstanding sales and business results.
Surf lifesaving is an iconic property that cuts to the heart of national identity and aligns well with the Telstra "We are Australian" brand positioning. It is wonderful to see a marketing program that blends business success with community benefit.
Multimedia & Interactive - Ezibuy
AMI's comments: Ezibuy
targets Australian and New Zealand women 45 and over who traditionally
browse catalogues and then order via inbound telemarketing.
Ezibuy undertook customer analytics, delivered a message tailored to each customer's range preferences, geographic area, together with a tailored incentive as a call to action. Resulting in a sales conversion rate of 30% where the incentive was used, one-third of the target audience exposed to the dynamic video and incentive offer placed an order.
New Brand - Youngcare
AMI's comments: Youngcare
is a not-for-profit organisation aimed at solving the accommodation
needs of injured/high care young Australians, who are often placed in
aged care facilities -- highly unsatisfactory for the young patients,
aged residents and staff.
Youngcare developed a brand marketing campaign, raised nearly $10 million in cash and services, built a highly recognised brand in its market to become the leading voice concerning youth with high care needs, and conceived, designed and constructed Australia's first apartments for these young people in Brisbane.
New Product/Service Launch - Aviva Australia
AMI's comments: Aviva's
Riskfirst Underwriting Campaign could lead to a perception that the
task was much simpler than it was in reality. A world first, this
innovation has benefits to insurance advisers and their clients.
Efficiency has increased, error rates substantially reduced and response times sped up. Increased overall customer satisfaction and resulting competitive advantage has increased relative market share. A terrific example of a breakthrough innovation changing the rules and delivering market leadership on different terms.
Relationship Marketing - University of Sydney Union
AMI's comments: In 2006, universities across Australia faced an unprecedented marketing challenge: the new Voluntary Student Unionism (VSU) legislation.
The University of Sydney Union (USU) has successfully implemented its Access Benefits Card and Program, an effective and creative relationship marketing program that linked their existing member programs and 200 clubs and societies to a new member identification card. It demonstrated a commitment to planning and market research combined with a long-term dedication to delivering member value.
Social Marketing - NSW Roads & Traffic Authority
AMI's comments: Rather
than showing the horrendous consequences of a crash, this campaign
appeals to fear of social ridicule in the young male target audience.
The tone avoids an authoritarian approach. Young men are speeding to appear cool but the campaign suggests that speeding has the opposite effect. It has already achieved priceless PR coverage in media across Australia and internationally and NSW road toll figures have declined to their lowest since World War II and among 17-24 year old males.
Sponsorship - Steel Blue WA
AMI's comments:
A sponsorship partnership between two Western Australian entrepreneurs,
Steel Blue® and the Breast Cancer Foundation of Western Australia Inc
(BCFWA), won the heart share of a very discerning customer base: safety
boot buyers, and put purple work boots on even the most
fashion-conscious buyers.
The project successfully increased Steel Blue's brand awareness and market penetration, while the fund-raising allowed BCFWA to continue to conduct vital national education initiatives. It resulted in 7,935 pairs of purple boots sold and $240,742.20 raised by May 2008.
Marketing Program of the Year - Joint Winners
Youngcare - for Young people deserve young lives
University of Sydney Union - for USU Access Benefits Program Enriching the Student Experience
And I'd like to thank Jim Roggero of Clear View Designs for the Oscar Awards image. Please visit Jims site www.mydisplaycase.com
I just wanted to say thank you for using our photo from flickr of my Oscar display case that we designed and built for the office of the Acadamy Awards office in Hollywood, It sits proudly there for all to see. If any one would like to order this case please eamil us at Jamesr2117@aol.com
or go to wwwmydisplaycase.com and fill out the qoute request form
Thanks again for using our photo!
Jim Roggero
Owner
Clear View Designs
www.mydisplaycase.com
Posted by: James Roggero | November 10, 2008 at 12:28 AM
Thanks for sharing the list of award winners especially in the marketing domain.. Healthy competition between various institutions lead number of effective and innovative ideas on marketing..
www.bizblogged.com - Finance blog, Finance, Economics, Corporate Finance, Personal Finance, Investing and Marketing
Posted by: BizBlogged1 | November 21, 2008 at 06:26 AM
Great... good info!! congratulations, Thanks for sharing the list of award winners especially in the marketing domain..
Posted by: Affiliate Marketing | May 21, 2009 at 05:51 AM
I'm a very poor blogger these days, but I don't want you to go away empty handed. thanks
Posted by: Online pharmacy | June 03, 2009 at 02:39 AM