Leo Burnett Melbourne pick up APMA Star Awards Grand Prix for #SPCSunday campaign
Leo Burnett Melbourne took home the Grand Prix at the Communication Council’s Australasian Promotional Marketing Association (APMA) Star Awards for its #SPCSunday campaign last night.
The agency picked up three gold awards for Peters Ice Cream, SPC Ardmona and 7-Eleven, as well as taking home the grand prix gong for its #SPCSunday campaign which leveraged user-generated content to raise awareness and money for the troubled fruit processor SPC Ardmona.
APMA Chairman David Lo said: “Congratulations to all of the 2014 winners and finalists. There was extremely tough competition this year, with a 32 per cent rise in entrants across a broad range of disciplines. There are gold winners from creative, experiential, PR and Media agencies this year, demonstrating a diverse mix of solutions for promotional marketing campaigns and helping to raise the bar for excellence in this field.”
Whybin\TBWA Sydney picked up a gold for its NRMA Insurance Crash Car Showroom campaign.
The Zoo Republic’s Michelle Smith picked up the APMA Ignite Young Achiever Award, recognising her string of “impressive pitch and award achievements”.
The complete list of APMA Star Awards winners follows:
GRAND PRIX
CAMPAIGN: #SPCSunday
CLIENT: SPC Ardmona
AGENCY: Leo Burnett Melbourne
APMA IGNITE YOUNG ACHIEVER OF THE YEAR
Michelle Smith (The Zoo Republic)
BEST INTEGRATED COMMUNICATIONS CAMPAIGN (UNDER $1 MILLION)
Gold
CAMPAIGN: Maxibon ‘Hangryman’
CLIENT: Peters Ice Cream
AGENCY: Leo Burnett Melbourne
BEST INTEGRATED COMMUNICATIONS CAMPAIGN (OVER $1 MILLION)
Gold
CAMPAIGN: Victoria Bitter Live Ashes Scoreboard
CLIENT: Carlton & United Breweries
AGENCY: ApolloNation and Buzz
BEST SPONSORSHIP OR TIE-IN CAMPAIGN
Gold
CAMPAIGN: TAC – Support the Drive to Wipe Off 5
CLIENT: Transport Accident Commission
AGENCY: Graffiti Group
BEST SHOPPER MARKETING CAMPAIGN
Gold
CAMPAIGN: The LAB Experience
CLIENT: Best&Less
AGENCY: Edelman
MOST INNOVATIVE IDEA/CONCEPT
Gold
CAMPAIGN: Victoria Bitter Live Ashes Scoreboard
CLIENT: Carlton & United Breweries
AGENCY: ApolloNation and Buzz
BEST BRAND BUILDING CAMPAIGN
Gold
CAMPAIGN: Tui – Catch a Million
CLIENT: DB Breweries
AGENCY: ApolloNation
BEST BUSINESS-TO-BUSINESS CAMPAIGN (BUSINESS TRADE OR INTERNAL)
Gold
CAMPAIGN: KMS Shags
CLIENT: Kao Australia
AGENCY: Bashful
BEST CAMPAIGN MOST LIKELY TO DRIVE BEHAVIOUR
Winner
CAMPAIGN: Tim Tam 50th Birthday
CLIENT: Arnott’s Biscuits
AGENCY: The Zoo Republic
BEST RETAIL ACCOUNT SPECIFIC OR CHANNEL SPECIFIC CAMPAIGN
Gold
CAMPAIGN: The LAB Experience
CLIENT: Best&Less
AGENCY: Edelman
BEST EVENT OR EXPERIENTIAL MARKETING CAMPAIGN
Gold
CAMPAIGN: NRMA Crashed Car Showroom
CLIENT: Insurance Australia Group
AGENCY: Whybin\TBWA Group Sydney
BEST USE OF SOCIAL MARKETING IN A CAMPAIGN
Gold
CAMPAIGN: #SPCSunday
CLIENT: SPC Ardmona
AGENCY: Leo Burnett Melbourne
BEST ACTIVITY GENERATING BRAND AWARENESS AND TRIAL
Gold
CAMPAIGN: Tui – Catch a Million
CLIENT: DB Breweries
AGENCY: ApolloNation
BEST ACTIVITY GENERATING BRAND VOLUME
Gold
CAMPAIGN: Tim Tam 50th Birthday
CLIENT: Arnott’s Biscuits
AGENCY: The Zoo Republic
BEST ACTIVITY GENERATING BRAND LOYALTY
Gold
CAMPAIGN: Slurpee ‘Xpandinator’
CLIENT: 7-Eleven
AGENCY: Leo Burnett Melbourne
BEST SMALL BUDGET CAMPAIGN ($75,000 AND UNDER)
Gold
CAMPAIGN: V Take Me to FMF
CLIENT: Frucor Beverages
AGENCY: OMD Australia
BEST USE OF CREATIVE IN A CAMPAIGN
Gold
CAMPAIGN: KMS Shags
CLIENT: Kao Australia
AGENCY: Bashful
BEST USE OF DIGITAL IN A CAMPAIGN
Gold
CAMPAIGN: Virgin Mobile Game of Phones
CLIENT: Virgin Mobile Australia
AGENCY: One Green Bean
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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How do you win a Grand Prix when the idea isn’t yours?
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“taking home the grand prix gong for its #SPCSunday campaign which leveraged user-generated content to raise awareness and money for the troubled fruit processor SPC Ardmona.”
I’d love to know what Leo’s contribution was vs. the publics user generated content – and what they did vs. what the public just did organically.
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Anyone who thinks digital campaigns happen “organically” doesn’t know much about digital.
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Here’s the case study everyone – https://www.youtube.com/watch?v=M7SkLc7X5gg
If you’d like to know more, please get in touch.
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