B&T Weekly presents the winners of the 2002 Internet Awwwards for Marketing & Advertising Excellence.
Kids flock to YoGo Alley
Best of Show
Best Relationship Marketing
Best Online Promotion
THE YoGo Alley concept was designed by National Foods as part of a strategy to reposition the dairy snack as part of kids' leisure time activities, rather than being restricted to distinct snack times.
Consisting of a website (www.yogoalley.com.au) and CD Rom, the interactive Alley was designed to create a deeper relationship between kids and the YoGo brand.
The campaign was also an Australian first, featuring a CD Rom with content that "unlocks" over 12 months, to maintain interest and appeal for kids brought up on Nintendo and Sony PlayStation.
The specific aim in creating YoGo Alley was to make it the most popular kids' site in Australia (to reach 100,000 kids per month) and increase sales by 10% over the 12-week promotional period.
In the first three months of the promotion, more than 136,000 households registered their CD Roms online, representing a 35% success rate. Counting multiple users took registrations to 261,000.
During the promotional period, sales increased by 47%, double that of the corresponding period in 2001.
Sponsors: Sensis MediaSmart, Doubleclick, and major sponsors F2, News Interactive, Ninemsn and Yahoo.
Credits:
Title: YoGo Alley
Client: National Foods
Agency: Tequila Melbourne
Art director: Kat Mew
Project manager: Nerida Simpson
Technical director: Matt Walkenhorst
Strategist: Mark Richardson
Starcom IP's roadblock to success
Most Strategic Integration of Online Media
THE aim of M&Ms "Global Colour Vote" (GCV) campaign was to generate mass consumer awareness of the vote to determine what the next M&Ms colour should be.
This was achieved by driving consumers to click through to the M&Ms website to vote, with the objective of getting 50,000 Australian votes. This was driven by product sales as voters had to provide proof of purchase to enter the online competition.
Consistency between online and offline media strategies was achieved with road blocks across TV and the Internet (the Nine-msn home page was "taken over" for 24 hours), which drove more than 85,000 people through to the M&Ms site.
Through the Internet, more than five million unique, online users were exposed to the campaign. It also allowed for new experiments to reach consumers, (for example, a message was dropped into an online chat room that prompted 20 minutes of discussion around the new M&Ms colour).
Australia was the most successful country in driving votes to the GCV in the world.
Sponsor: Red Sheriff
Credits:
Title: Global Colour Vote
Agency: StarcomIP Sydney
Client: M&Ms (Mars Confectionery of Australia)
Managing director: Brendon Cropper
Communication manager: Nick Bartam
The Lord of the Rings quest continues on DVD
Most Creative Use of the Internet for the Launch of a New Product
SETTING out to drive retail sales of The Lord of the Rings: The Fellowship of the Ring feature film on DVD and video, Tequila Sydney created an online campaign to collect potential customers of the DVDs and videos.
Through the campaign, Tequila needed to maintain the excitement for The Lord of the Rings DVD and video family over time, primarily targeting 15-35 year-old males and a secondary target of 18-54 Internet users. The campaign tagline was "Join the quest and win".
Pamphlets inserted into DVDs and videos combined with television advertising drove traffic to The Lord of the Rings website, where visitors could register to win a Panasonic home theatre package and monthly prizes.
The campaign was also designed to give consumers the opportunity to interact with the story, which allowed Roadshow to start building a relationship for future releases of The Lord of the Rings films in Australia, and the DVD and video releases.
Entrants were given three tasks per month to undertake, which earned them entries into the competition. These tasks creatively explored the storyline using questions, games and fun rewards for consumers. So it was important to produce something original and compelling that appealed both to a hard core fans.
Sponsor: Sensis MediaSmart
Credits:
Title: The Lord of the Rings: The Fellowship of the Ring Quest Agency: Tequila Sydney
Client: Roadshow Home Entertainment
Creative director/art director: Chris James
Designer: Jon-Paul Jacques
Writer: David Bowman
Flash programmer: Martin Holley
Programmer: Michael Staas
Producer: Peta Seide
Horseplay for Oil and Deepend
Most Strategic Integration of Online Creative
OIL Sydney developed a fully integrated promotional campaign for Lion Nathan Australia's largest sponsorship—The Tooheys New Melbourne Cup—to drive awareness and establish a platform for online relationship marketing.
Aiming for mass-market appeal, the campaign was developed around the tag "Tooheys New… Thanks a million", offering 24 people the chance to enjoy the Melbourne Cup live at Flemington Race Course with three friends, and the chance to win $1m.
The campaign included a website to enter the Tooheys New Million Dollar Sweepstake to win the money, and a detailed Flash-based horse racing game created by Deepend Sydney, to win weekly prizes. (Consumers had to buy a special carton to enter through the website).
Additionally, all off-line creative in the campaign, from television advertising to coasters, referred to the website to drive traffic and increase consumer attention.
The racing game was a major part of the creative: with a high appeal to Tooheys' core target audience of young men, it increased return visits to the website and therefore increased focus on the promotion, Tooheys' relationship to horse-racing and the Melbourne Cup sponsorship.
Evidence of the game's appeal to the target market was that twice as many 18-23 year-olds played it, compared with the number that entered the promotion.
From the campaign, Tooheys recorded significant shifts in brand awareness, significant shifts in sales volume and awareness of Tooheys New as a sponsor doubled, with a 30% higher-than-average response rate to the promotion.
More than half of the total entries were submitted online. Approximately 45,000 people registered through the website to interact with Tooheys New, with 47% opting in for contact via email or SMS.
Sponsor: Sensis MediaSmart
Credits:
Title: Tooheys New Melbourne Cup Millionaire
URL: Tooheysnew.com.au
Agencies: Oil and Deepend
Client: Lion Nathan
Campaign director: Lynn Rutherford
Deepend producer: Chris Crammond
Deepend creative lead: Josh Rowe
Oil creative director/copy: Matthew Vandermark
Oil art director: Andi Iles
Oil CRM and interactive strategist/account director: Edgar Schmidt
Turning teen girls into Libra girls
Best Online Creative Concept
THE Libragirl concept, www.libragirl.com.au, was developed by Tequila Melbourne to provide information and support to teenage girls under the Libra brand, as they experienced their first period.
Within the site, girls can customise the Libragirl environment according to their tastes, create a personalised character, chat, message and employ a cloaking mechanism—all designed to create a comfortable and sociable virtual meeting place for teenage girls.
Libra owner Sancella also provides up-to-date information for girls and parents.
The major site objectives are to provide brand awareness among the target audience, create a positive predisposition towards the Libra brand and to gain 'finger on the pulse' information on the target audience for potential product development and an understanding of the next generation of girls coming through.
Sancella was looking to secure a target of 130,000-plus unique user sessions (100,000 in Australia and 30,000 in New Zealand) a month.
Four weeks after launch the Libragirl website has 12,800-plus users with an average user session of 28 minutes and median time of 29 minutes.
Sponsor: Sensis MediaSmart
Credits
Title: Libragirl
Agency: Tequila Melbourne
Client: Sancella
URL: www.libragirl.com
Senior project manager: Heidi Clague
New media designer: Kat Mew
Technical lead: Matthew Walkenhorst
Optusnet reaches target market
Most Innovative Online Media Strategy
FOR its Optusnet campaign, George Patterson Bates Sydney set out to create awareness of the Optusnet Cable Internet package, aiming to register a yield of 0.4%, deliver an average cost per click of $12 and convert dial-up users of rich media to Optusnet Cable.
To achieve this, the agency developed a strategy to target high-volume traffic sites, particularly targeting dial-up users when their frustration in downloading rich media was highest, while making advertising creative relevant to the site.
The target was affluent males aged 20-49 years and dial-up users with broadband behaviours, who go online daily, download larger files, watch video clips and listen to the radio over the Internet.
Central to the strategy was to offer dial-up users "a solution" precisely when their frustration was greatest—during slow downloads. Patts advertised on major Australian portals to reach this target, including Ninemsn, F2 and Hyper-active.com.au.
Focusing on the "world wide wait" problem through exclusive sponsorship of F2's Multimedia, Optus reached its dial-up users during the video downloading process as this audience would be innately interested in more complex forms of content.
This included placement of five-second ads featuring the message "Get there 100 times faster" prior to the streaming of video media. And after viewing the video content, a 15-second closer appeared selling the benefits of Optusnet Cable.
Another target market was frustrated music download lovers. Patts created a unique-sized space to run within online content, developing user initiated sound to appeal to the audience within the site.
Designers created a Flash graphic equalizer, with copy: "Want to break the sound barrier? Download music at lightning fast speed with Optusnet Cable Internet".
To target 15-35 year-old male gamers, the agency set up a Space Invaders game at gaming portal Hyperactive.com.au, it was played between two ads with the tagline, "Looking for faster online gaming?".
According to Patts, the campaign's media selection drove the creative solution, with each execution designed around the site and the experience of the user, communicating the benefits of Optusnet in context.
The campaign increased Optusnet Cable sales 5% above forecast, proving to be more efficient than competitor campaigns. Optusnet drove its cost per acquisition lower than $10, whereas Telstra Broadband's cost per acquisition was above $55.
Optusnet Cable's base has grown by 8.7%; spending only 8% of the category's total media budget. In comparison, Telstra Broadband has grown by 24.1%; spending 92% of the total media spend, demonstrating the efficiency of the Internet campaign in driving quality sales.
Sponsor: Nielsen/NetRatings
Credits:
Title: Optusnet Cable Acquisition
Agency: George Patterson Bates Sydney
Media strategist: Alison Cooney
Communications manager: Lindsay Davies
Client marketing: Heather Staddon
Tequila creates flashy game for Sony
Most Innovative Use of Technology
TEQUILA’S launch campaign for Sony PlayStation game Syphon Filter 3 was created from a blend of Flash and DHTML technology, to achieve the greatest creative flexibility.
The combined use of these tools enabled Tequila to create banner ads with images of guns which start firing when clicked on, and an interactive game consumers could play on their browser without leaving the site they were on—the technology also allowed consumers to see and play with the guns available in the game, enhancing the experience by using both visual and audio as demonstration tools.
Technically, by combining Flash and DHTML, Tequila could more easily do the necessary programming to achieve the creative concept within required file sizes.
DHTML and Flash were chosen as they operate on Microsoft Explorer browser 4 and above. With over 90% of people using this version of Explorer and 90% using Flash 4 and above, the majority of consumers had access to the creative. (The game did not appear on incompatible computers.)
Sponsor: LaVolta Consulting
Credits:
Title: PlayStation-Syphon Filter 3
Client: Sony Computer Entertainment
Agency: Tequila Sydney
Designer: Jon-Paul Jacques
Art director: Matty Burton
Writer: David Bowman
Producer: Peta Seide
Emitch media strategist: Chris Brinkworth
Kookai's essential campaign
People's Choice Award
KOOKAI Summer Essentials was this year's winner of the B&T People's Choice Award.
The viral email showed six items of clothing from the new women's range sliding across the rail in a cupboard, accompanied by a tune, to create a inviting marketing tool that was sent to its database of 15,000 people.
The campaign was created by Milkshake, which liaised with Kookai's marketing assistant Danielle Honey.
Milkshake account director Rob Burke says the campaign targeted young girls, which provided a challenge because they are Internet-savvy and the creative work needed to entertain them.
