Starcom’s Pedigree adoption drive dominates Media Federation Awards
Starcom’s adoption drive campaign for Pedigree dominated last night’s Media Federation Awards, with the campaign picking up four awards including the Grand Prix.
Meanwhile, Bellamy Hayden, which closes its doors at the end of next week, bowed out with three trophies and a commendation.
The Starcom campaign saw the brand lead a campaign aimed at giving consumers insights into individual potential pets. The campaign was also integrated into Ten’s AFL coverage, which won Ten the partnership award.
Mumbrella talks to the winners (note: This was recorded outside the event after the MFA declined to allow us to film):
Amanda Margariti, from Ikon Communications was named as the winner of the NGen Award for up and coming talent. The competition challenged the Media Federation’s NGen members to develop a campaign strategy for the Butterfly Foundation which helps people with eating disorders.
And PHD won the Pam Lane award which recognises the best pro bono effort. The agency developed a campaign to help sufferers of mitochondrial disease which leaves many bedbound. It developed the Stay In bed day campaign which raised $250,000 to fund clinical research projects.
Meanwhile Mediacom won recognition for the Clan Alienware gaming event on behalf of client Dell.
Winners:
- Automotive: Mindshare, Land Rover Defender 90 – Road To The Pro for Land Rover Australia
- Beverages: ZenithOptimedia, Tooheys Extra Dry: 6 Beers Of Separation for Lion Nathan
- Clothing/Cosmetics & Retail: bellamyhayden, Celebrating The Ups And Downs Of Everyday Life for Weight Watchers
- IT & Consumer Durables: MediaCom, Alienware Clan Challenge for Dell
- Media/Entertainment/Travel & Leisure: Carat Australia, Shifting Australia’s Attitude To Annual Leave for Tourism Australia
- Finance/Insurance/Government/Corporate & Real Estate: Ikon Communications, RADAR: Worlds First Smart Property Search Experience for Commonwealth Bank Of Australia
- Food & Grocery: bellamyhayden, Macleans – Amazing Science for GlaxoSmithKline
- Pro-Bono/Cause Marketing Incentive – In Recognition of Pam Lane: PHD Australia, SiBD Stay in Bed Day for Mitochondrial Disease
- NGen: Amanda Margariti, Ikon Communications
- Best Use of A Small Budget: MediaCom, Asahi – Internetwork for Carlton & United Breweries
- Best Use of A Large Budget: bellamyhayden, Acts Of Max With Pepsi Max for Pepsico Beverages Australia
- Best Media Innovation: Starcom MediaVest Group, Pedigree Adoption Drive for Mars Petcare – Pedigree
- Best Use of Strategic Insight: PHD Australia, Putting Fitness First for New Balance
- Best Demonstration of Results: Ikon Communications, RADAR: Worlds First Smart Property Search Experience for Commonwealth Bank Of Australia
- Best Long Term Evolving Campaign: OMD, Back To Normal (2007/2008) & World Now Open (2009) for Johnson & Johnson Pacific
- Best Strategic Launch Campaign: Mindshare, Land Rover Defender 90 – Road To The Pro for Land Rover Australia
- Best Integrated Media Campaign: Starcom MediaVest Group, Pedigree Adoption Drive for Mars Petcare – Pedigree
- Partnership Award: Network Ten, Pedigree Adoption Drive for Mars Petcare – Pedigree
Commendations:
- Beverages: OMD Fuse Melbourne, Kids Can Do BIG Things for Fonterra Brands Australia
- Clothing/Cosmetics & Retail: PHD Australia, eBay: Virtually A Store for eBay
- NGen Client Commendation: Paul Den, MediaCom
- Best Use of Strategic Insight: bellamyhayden, Putting Weight Watchers In Fashion for Weight
- Watchers
- Best Demonstration of Results: UM, It’s Hard To Have A Gaytime On Your Own for Unilever Australia
- Best Integrated Media Campaign: Starcom MediaVest Group, Great Driving Adventures for Subaru Australia
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Whoop! Whoop! Well done team pedigree.
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Congratulations to Mindshare and especially Angus for producing the kick ass Land rover campaign . Well done guys !!
Rick
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Well done BH way to go.
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Great campaign Pedigree, well deserved!
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Why did Pedigree win the Grand Prix when it was exactly the same idea as the original which was created by TBWA\Chiat\Day, Los Angeles and launched in January 2008?: http://www.bestadsontv.com/ad/.....Drive-2008
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Nice one Phil and the team from BH!
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ikon and results – very impressive again!!
well done guys a really great effort to show that longevity
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Well done bh, you’ve nailed it.
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Nothing for Naked?
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Naked aren’t MFA members (although presumably they’ll be able to use Bellamy Hayden’s membership until it expires.)
Cheers,
Tim – Mumbrella
You don’t need to be a member of the MFA to enter. I think you just pay about 20 bucks more to enter if you aren’t. I’m not sure if Naked entered or not, but if they didn’t then it was their choice not to do so. They seem to enter everything else.
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Tim, I think you will find that as AdNews was the MFA Awards Media Partner they had the rights to film inside the actual event. The fact you could film directly outside seems to be fair enough.
And yes, Chris is right that anyone can enter the MFA Awards and submit their work to the scrutiny of the industry. MFA members get a discount of around 25% on the award entry fee (as well asdiscounts for the award night tickets).
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Hi John,
I was indeed told we weren’t allowed to film because AdNews was the media partner, which was why we had to sneak winners out onto the pavement outside. In the chaos of the room, I probably could have filmed, but having been denied permission that would have felt a bit dishonourable.
It was a pity for the winners as they were exposed to my inept camerawork rather than that of our somewhat more professional video producer who wasn’t allowed to attend (my apologies in particular to Ikon’s Ngen winner whose interview was so badly shot by me it was unusable).
But when the event is organised by a company owned by AdNews’ owner Yaffa ( http://www.yaffa.com.au/events.html ) I certainly wouldn’t expect red carpet treatment for a rival. Mind you, this year was an improvement in that I was on a table full of interesting, entertaining guests – in my first year at the event, back when I was the editor of B&T, I was placed at the back of the room on a table on my own – that was a fun night!
Speaking of AdNews, I don’t remember seeing them put up any video from the night themselves. As the government considers “use it or lose it” provisions for TV sport rights, perhaps the MFA should have a similar exercise…
Cheers,
Tim – Mumbrella
I think the table allocation for solus tickets is ‘luck of the draw’ – but good to see that Joe et. al. kept you entertained for the night!
Regarding your last para – I watched the AdNews video just this morning and it is up on their website as I write.
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Good to hear they caught up. I’ll go and watch it now…
Cheers,
Tim – Mumbrella
Can someone in the media field please explain how the local Pedigree strategy differed from or improved on the original 2008 strategy for the launch of this idea in the USA through TBWA Chiat Day? Or the subsequent rollout of it in the UK?
Because to me they all seem to a have a lot of core similarities – life-sized cut out dogs with real ‘dog’s stories’…
Also curious how the client can say the campaign was a ‘risk’ when essentially the same campaign has had some pretty spectacular results in those markets – USA over 1 million meals donated, UK over 1.5 million pounds donated.
Lay down mizzare I would have thought.
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