BMF and ALDI sweep 2024 Australian Effie Awards
BMF and ALDI Australia have commanded the 2024 Australian Effie Awards, taking home three golds, two silvers, and two bronzes together, as well as the Effective Agency of the Year, Effective Advertiser of the Year, and the Grand Effie Awards.
Held at Sydney’s Doltone House with host and comedian Becky Lucas, Australia’s advertising community came together on Thursday night to celebrate marketing effectiveness and successful commercial outcomes.
BMF and ALDI’s submission ‘Shop ALDI First: How encouraging supermarket polygamy helped a nation save in a cost-of-living crisis’ won the night, as judges were blown away by the brand’s repositioning of a perceived weakness into a strength.
“This is a compelling lesson in how to stand out from competitors,” judges said. “It’s not only a great idea but a great execution of that idea. The case presented a clear demonstration of a strong ROI that delivered outcomes exceeding the KPIs.”
Christina Aventi, chief strategist at the agency, said: “At BMF, effectiveness is something we live and breathe. It’s about understanding the role creativity can play in having an outsized, multiplier effect on results, particularly as many of our clients are outspent by competitors.
“Effectiveness is equal opportunity at BMF – we just want to keep applying that rigour so each one of our clients can also experience the pure bliss of a golden Effie confetti shower… and importantly, the results that unlock that.”
BMF also took home a silver for its work on Tourism Tasmania’s long-standing brand platform, ‘Come Down For Air’.
“This recognition at the Effies reinforces our belief in, and the power of, ‘Long Ideas’ to creativity transform brands,” said Stephen McArdle, chief executive officer at BMF.
“We are proud of our team’s dedication to delivering campaigns that not only inspire but also achieve significant results for our clients. But we couldn’t have done it without the brilliant team of BMFers and trusting clients. Here’s to you.”
Three other golds were awarded on the night – two for Long-Term Effects and Brand Value to 303 MullenLowe’s work with Budget Direct, and one in the Restaurants and Food Delivery category to Special Australia for the successful Uber Eats ‘Get Almost, Almost Anything’ brand platform.
The judges commended Budget Direct for its success in reframing the brand to capture a broader customer base, and its delivery of “a textbook case for investing in brand codes, brand building and advertising over the long term”, which drove incredible results. Meanwhile, Special and Uber Eats’ brand platform was deemed a “fantastic evolution of a long-term campaign strategy”.
Tony Hale, chief executive of Advertising Council Australia (ACA), said: “The Australian Effie Awards represent the highest standard of any marketing effectiveness award program in the world, demonstrating just how deserving all of this year’s winners and finalists are.
“Australia’s ad agencies and marketers have again adhered to highly held standards, ensuring every advertising dollar translates into outstanding commercial success. Congratulations to everyone.”
CHEP Network Brisbane took home the Best Smaller State Campaign Award, for its work on Norco Co-operative. The agency also took home a bronze trophy in the CX category for the work.
Meanwhile, the Colin Wilson-Brown Chairman’s Award was handed to The Monkeys, part of Accenture Song, and Meat & Livestock Australia for its entry on ‘How the unofficial state of the nation saw Australian Lamb leap to new heights’.
The award was introduced last year in Wilson-Brown’s honour, as an acknowledgement of his lifetime of achievement and dedication to effectiveness.
The Monkeys took home silvers in the Food and Beverage Brands, Short-Term Effects, Long-Term Effects, and Insight and Strategic Thinking categories, as well as a bronze in the ROI category for the campaign.
The agency also won silver and bronze for its Telstra Christmas campaign.
Other winners include M&C Saatchi, Ogilvy, Thinkerbell, and TBWA\Melbourne.
The full 2024 Australian Effie Awards winners list:
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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