Ask Richard wins big in AIMIA Awards as digital firms are urged to help traditional companies get up to speed
Ask Richard. From left: Naked's Adam Ferrier, Frank's Myf McGregor, Naked's Glen Cassidy
Photon agencies Naked Communications and Frank PR led the way at the AIMIA Awards, picking up four trophies for their joint Ask Richard project on behalf of FBI Radio.
The campaign focused on recruiting listeners to target Virgin mogul Richard Branson to ask him for a donation.
Meanwhile, Guy Gadney, president of AIMIA (the Australian Interactive Media Industry Association), told the digital companies present it was their job to help traditional agencies and firms catch up.
During his welcoming speech at the Melbourne ceremony, he said: “What excites me about our digital industry is that it forces us to think differently about the world we operate in. All of us here tonight, we are the leaders of digital media in Australia. We may not think we are, but it is our responsibility to partner with traditional companies to bring them on a transformational journey. It is our responsibility to build the bridges between old business models and new audiences.”
And AIMIA CEO John Butterworth, told the event: “Our small market size, our geographic location and particularly our woeful broadband infrastructure, should make us a digital backwater. Looking around here tonight, clearly we’re not. And when our new National Broadband Network starts coming online, we’re going to be catapulted towards the head of the global digital class.”
The AIMIA winners:
- Best Advertising or Marketing Ask Richard Naked Communications & Frank PR askrichard.com.au
- Best Children’s Budd:e E-security Education Package Roar Film & The Department of Broadband, Communications and the Digital Economy https://www.staysmartonline.gov.au/budd-e/
- Best Classifieds, News, Media or Reference Black Saturday ABC Innovation http://abc.net.au/blacksaturday
- Best Cross-Platform Tourism Queensland – Best Job in the World Tourism Queensland & Sapient Nitro www.islandreefjob.com
- Best Cultural or Lifestyle Gallipoli: The First Day ABC Innovation http://www.abc.net.au/innovation/gallipoli/
- Best Enterprise Viocast Viocorp www.viocast.com.au
- Best Entertainment We Are Hunted Wotnews http://wearehunted.com
- Best Export Achievement AURA Interactive AURA Interactive
- Best Financial Service Macquarie Edge: The new way of online trading Macquarie Bank www.macquarie.com.au/edge
- Best Integration with an Offline Campaign Ask Richard Naked Communications & Frank PR http://www.askrichard.com.au/
- Best Learning & Education Change2 http://change2.com.au
- Best Mobile Advertising or Marketing Transformers : Revenge of the Fallen AURA Interactive & Mediaedge: cia http://www.aura.net.au/misc/t2/t2_high_res.asp?token=0B5AD8E4
- Best Mobile Product or Service 3 mobile content portal – iPhone & Android Vodafone Hutchison Australia & Front Foot Media Solutions
- Best Non-profit or Government Ask Richard Naked Communications & Frank PR askrichard.com.au
- Best Retail Holden.com.au Visual Jazz http://www.holden.com.au
- Best Science, Health or Environment Greenpeace Action-Pact Circul8, MeTTro, The Inspire Agency & Greenpeace International http://www.action-pact.org/
- Best Sport Carlton Natural Blonde – Match Centre2009 Telstra Media & WeAreDigital. www.wearedigital.com.au/aimia/matchcentre
- Best Student Project dboard Institute for Interactive Media and Learning, MIMM at University of Technology Sydney http://students.mim.iml.uts.edu.au/users/dboard/
- Best Tourism or Travel Tourism Queensland – Best Job in the World Tourism Queensland & Sapient Nitro www.islandreefjob.com
- Best Use of Social Media The Sims 3 Ultimate Aussie Fan Competition Profero www.split5ways.com.au/thesims3
- Best Online Video Black Saturday ABC Innovation http://abc.net.au/blacksaturday
- Effectiveness Award Samboy is Back Pusher http://www.facebook.com/samboychips
- People’s Choice Ask Richard Naked Communications & Frank PR askrichard.com.au
- Best of the Best Tourism Queensland – Best Job in the World Tourism Queensland & Sapient Nitro www.islandreefjob.com
- Outstanding Contribution Award Sally Mills
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Happy for FBi, sure, they’re a great station.
Though it’s interesting to note that Frank PR also has Virgin on their books, as well as FBi. The whole “Ask Richard” thing was clever, but in community broadcasting supporters (who aren’t customers or markets, they’re part of a community to which the broadcast regulator allocates spectrum to be governed by an open non-commercial structure) shouldn’t be taken for a ride like that, in my opinion.
Pretty sure Richard Branson knew he was going to be “asked” before it happened…
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he’s quick
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nice work profero on taking on best use of social media
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Hi Hmm, I can assure you Sir Richard did not know about the campaign when it started. However, when he did find out about ‘Ask Richard’ via the noise / PR created he was extremely good humoured about it. The AIMIA awards were great to win and thanks to people who voted. Most importantly, the idea has helped secure the future of Sydney cultural institution, FBI Radio (94.5 on the FM dial).
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What happened to Soap?
They had 10 nominations?
Someone dropped the Soap?
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Go FBI and go community radio, this was a cracker idea and we all hoped Richard being the clever media slut he is would jump on board to his credit.
As for people questing licensing laws in media, there are far easier targets than FBI.
Awards are for celebrating achievments and FBI runs on a oily rag.
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The FBi campaign may have been “clever” but it was a fake.
On three occasions the SMH asked FBi to put them in touch with the mystery “aussie girl” who allegedly swam to Richard Branson’s island.
They couldn’t provide a name or any details.
Community radio listeners expect ethical marketing..but they didn’t get it this time.
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I wonder if melanie is a fake too?
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congratulations to naked and frank pr for a fantastic campaign. i have it from a good source that when richard mentioned the whole aussie girl swimming to his island to broadcast the news, it was as much of a surprise to the naked / frank team as it was to the radio station. richard being richard methinks. great work guys and way to save my favourite radio station for the endangered species list.
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naked have form.
they lied about the witchery campaign.
they faked blogs for coke zero.
they believe anything goes in marketing.
lying is apparently clever & creative to them.
does FBi support conning listeners?
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Congrats to the Naked team on ‘Ask Richard’ ..very cool idea – great engagement and did a sweet job in helping FBi stay afloat
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Well done to Naked and Frank PR was a great campaign and a good result for FBI
One thing to note in this year’s AIMIA’s is the absence of all of the so called ‘Hot Digital Agencies” that were listed in the article https://mumbrella.com.au/soap-listed-as-the-top-digital-agency-18330
Maybe only 1 or two on that list actually got an award!? After all the ego boosting done by Soap in the prep of this, I’m disappointed they couldn’t even jag 1 out of the 10!?
What happened – the talking yourselves up didn’t do what you want for your award chasing??
Well done to everyone that won who doesn’t feel the need to big themselves up!
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Something about the Ask Richard tweaked my curiousity:
– Donations were x8 of previous supporter drives.
– Richard did not fork out $1m.
– Most FBi listeners are not cash rich, to quote the Adam Ferrier interview.
So where did the extra money come from. Was it simply more donors? Or was it a few donors giving more?
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FBi is thrilled at the continued success of Ask Richard and congratulate Naked and Frank for recognition of a great campaign. To clarify some of the comments posted here:
– Neither FBi, nor naked nor Frank Australia had an existing relationship or arrangement with Richard or any Virgin business at the launch of the campaign. Virgin and Richard were not tipped off before the campaign launch. Virgin approached FBi directly once the campaign was underway and neither naked or Frank ever had any direct contact.
– We understand Frank PR in the UK has worked with various Virgin brands over the years and after Ask Richard was completed, Frank Australia worked with Frank UK on a Virgin Media UK Ashes campaign in Australia.
– The first we heard of the swimmer was when Richard mentioned it live on air. We left it to the media outlets who covered this story to follow up with Richard directly.
– Funds were raised from membership renewals, donations and the 6,500 people who came to more than 25 fundraising events and benefit gigs we held through June and July. The Ask Richard campaign was instrumental in raising awareness of our plight and assisting with the donations and fundraising.
– FBi appreciated the support – and good sport – of Richard Branson and Virgin, particularly when he agreed to come on air and donate prizes care of Virgin Atlantic and V Australia. Our conduct regarding these prizes and the promotion of Virgin was entirely consistent with our Codes of Practice as a community licence holder.
The campaign was transformative for FBi – the station has emerged stronger than it’s ever been – with thanks to all who helped us with the campaign to assist the station – our listeners, supporters, donors, volunteers, the Sydney music and arts community, naked, Frank and all the sponsors who contributed to our supporter drive.
Evan Kaldor
FBi General Manager
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So Evan
If Branson lied about the aussie girl, that’s cool with you is it?
It’s not your problem?
You were happy to cash in on the numerous media stories which repeated the claim.
But when you are asked to back the story, you play dumb.
How about some honesty and ethics?
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