Clemenger BBDO wins MFA Grand Prix for Samsung campaign

Clemenger BBDO has taken out the Media Federation of Australia’s Grand Prix award for a highly effective Samsung campaign that used activations across train networks to reach 6 million Australian gamers.

The MFA’s award night – held at Sydney’s Randwick Racecourse – also saw Atomic 212 founder Barry O’Brien inducted into its Hall of Fame and honoured former MFA chair Peter Horgan for his decade of service to the organisation.

MC Claire Hooper gets the crowd going at the start of the night (Mumbrella)

The night’s biggest prize went to Clemenger BBDO for what the MFA described as “a campaign that blurred the lines between the virtual and physical worlds”.

“Clash of Commuters” promoted Samsung’s flagship S26 handset not by emphasising specifications, but drawing in gamers on public transport. Activations allowed gamers to play a custom Australian scenario in Fortnite on the Samsung phones, something not possible on competitor phones because Fortnite was not available at that time on those platforms.

The campaign – masterminded by Chep, which has subsequently been rolled into Clemenger BBDO – saw the custom scenario played by 130,000 people. Far more people, 6 million in total, were reached by the campaign, and the agency says iPhone and Pixel traffic to the Samsung website surged 59% in the wake of the campaign.

The night also recognised Atomic 212 founder Barry O’Brien for his contributions to the industry.

More to come.

Barry O’Brien speaks after being inducted into the MFA Hall of Fame (Mumbrella)

Full list of winners

Grand Prix
Clemenger BBDO, Clash of Commuters, Samsung

OUTCOMES

Brand Impact
Initiative and News Corp Australia, Help Our Highway, IAG

Business Impact

Wavemaker, Answer The Call, yourtown

Behaviour Change
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood

Data-Led Activation

Starcom, When The Going Gets Tough, The Data Gets Going, Metricon Homes

Long-Term Results       

UM, XXXX Gold: A Legacy Rebuilt: A Long-Term Media Impact Story, Lion

EXECUTION

Best Integrated Campaign
Clemenger BBDO, Clash of Commuters, Samsung

Best Use of Small Budget <500K

Wavemaker, Building unshakeable hair confidence through ‘detangling hair’ moments, Lady Jayne

Partnership Award       

Clemenger BBDO, Clash of Commuters, Samsung

Innovation Award        
OMD and Akcelo, Macca’s Squid Game Meal – Dare to Play?, McDonald’s

Best Content Amplification Strategy
This is Flow, Real-Time Runway, MESHKI

ESG Campaign – Sponsored by SBS
Them Advertising, Perfectly Adoptable Campaign, RSPCA South Australia

Industry Change Program – In support of Ad Net Zero  
WPP Media, Digital Sustainability Initiative

CHANNEL EXCELLENCE 

Best Use of Screens
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood

Best Use of Search
Starcom, Messy Middle, Air New Zealand

Best Use of Social
Paramount ANZ and Hello, A Mountain of Movies, Paramount+

Best Use of Audio
UM, One Talk at a Time, National Office for Child Safety, Attorney-General’s Department, Australian Government

Best Use of Outdoor – Sponsored by OMA Move
oOh!media and PHD, Falcon, ANZ

Best Use of Retailer Owned Media
EssenceMediacom and Amazon, Unlocking Amazon to reward that thing you did, Mars

Best Use of Events and Experiential
Clemenger BBDO, Clash of Commuters, Samsung

PEOPLE & CULTURE

Pro Bono/Cause Marketing Incentive (In recognition of Pam Lane)
EssenceMediacom, Go Blue for Dolly, Dolly’s Dream

Agency Talent & Culture (<100)
Avenue C, Where Experience Takes You

Agency Talent & Culture (>100)
WPP Media, Salary Transparency

NGEN Award
Ashley Hill, Match & Wood

Industry Contribution
Elena Giannini (Avenue C), Katy Eng (OMG Diverse) and Luisa Dalli (Havas Media) for Project Diverse

Hall of Fame
Barry O’Brien