Clems Melbourne’s hidden pizza restaurant wins platinum as Australia dominates Asian Effies
Clemenger BBDO Proximity Melbourne won top honours at the Asian Marketing Effectiveness Awards last night, while Australia emerged as the most awarded country in the region, ahead of India, Hong Kong and China.
Clems Melbourne’s ‘Hidden Pizza Restaurant’ campaign for Sensis Yellow Pages, which took no more than silver at the Australian Effies and the ADMA Awards, bronze at AdFest and the Caples and for some exposed flaws in the directory’s digital strategy, won platinum at the ceremony in Shanghai.
Hidden Pizza also took gold for best idea, best integrated marketing campaign, most innovative use of media, and silver for most effective use of advertising and best insights/strategic thinking.
The campaign, which aimed to remind small businesses that the best place to be found by potential customers is in the Yellow Pages, led to a 23.5% increase in leads through phone and web after the first week.
Also among the winners from Australia – which took home 13 awards in total, ahead of India’s 10, Hong Kong’s 7 and China and Vietnam’s 6 – was Momentum with ‘James Boag’s Greatest Cup Never Run’ for Lion Nathan, which won silver for most effective use of branded content.
Patts Melbourne won two bronzes, one for Defence Force Recruiting, the other for Lion Nathan. Bronzes also went to Grey Melbourne for Transport Accident Commission, MediaCom Australia for Dell and Leo Burnett Sydney for Canon EOS Photo5.
The Asian Effies judging panel included Nick Baker, executive general manager, marketing, Tourism Australia, Matthew Godfrey, president of Y&R Asia and Michael McLaren, regional director, Asia Pacific, McCann Worldgroup Asia Pacific.
Australian winners at the AMEs:
Platinum:
- How hiding a restaurant proved that Yellow Pages worked better than ever – The Hidden Pizza Restaurant
- Clemenger BBDO Proximity Melbourne
- Sensis Yellow Pages Australia
Best integrated marketing campaign
Gold:
- How hiding a restaurant proved that Yellow Pages worked better than ever – The Hidden Pizza Restaurant
- Clemenger BBDO Proximity Melbourne
- Sensis Yellow Pages Australia
Most effective use of advertising
Silver:
- How hiding a restaurant proved that Yellow Pages worked better than ever – The Hidden Pizza Restaurant
- Clemenger BBDO Proximity Melbourne
- Sensis – Yellow Pages Australia
Bronze:
- Everybody hurts when you speed
- Grey Melbourne
- Transport Accident Commission
Most innovative use of media
Gold:
- How hiding a restaurant proved that Yellow Pages worked better than ever – The Hidden Pizza Restaurant
- Clemenger BBDO Proximity Melbourne
- Sensis – Yellow Pages Australia
Bronze:
- Dell Alienware Clan Challenge
- MediaCom Australia
- Dell
Campaign for national brand development
Silver:
- How hiding a restaurant proved that Yellow Pages worked better than ever – The Hidden Pizza Restaurant
- Clemenger BBDO Proximity Melbourne
- Sensis – Yellow Pages Australia
Best sustained success
Bronze:
- Tour of Duty: how 10 years of creative effectiveness helped recruit more Australians to the Australian Defence Force
- George Patterson Y&R Melbourne
- Defence Force Recruiting
Most effective use of branded content
Silver:
- James Boag’s Greatest Cup Never Run
- Momentum Worldwide Australia
- Lion Nathan
Best small budget marketing campaign
Bronze:
- Lion Nathan
- George Patterson Y&R Melbourne
Best insights/strategic thinking
Silver:
- How hiding a restaurant proved that Yellow Pages worked better than ever – The Hidden Pizza Restaurant
- Clemenger BBDO Proximity Melbourne
- Sensis – Yellow Pages Australia
Best ideas
Gold:
- How hiding a restaurant proved that Yellow Pages worked better than ever – The Hidden Pizza Restaurant
- Clemenger BBDO Proximity Melbourne
- Sensis – Yellow Pages Australia
Bronze:
- EOS Photo5
- Leo Burnett Sydney
- Canon
