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.