The Australian Effie Awards ceremony last night revealed some great winners. Even though we live in a connected world too often we focus on great work coming out of the USA or Europe. There is some amazing work being done in countries like Australia or in Asia. So let’s take a look at some of the Effie winners.
I really liked this gold winner from Naked Communications and Frank PR where they encouraged people to pressure Richard Branson into giving community radio station FBi a million dollars. FBi Radio is an iconic, independent, Australian radio station based in Sydney. The financial crisis forced the station to the brink of closure. They needed over $500,000 to save the station, they had a $0.00 budget. Richard Branson had nothing to do with the station. He was just one rich person that the agency felt would appreciate the humour of being targeted this way. Branson became aware of the campaign, and Twittered to say he’d be calling in. Live on air he donated a massive prize pool, and his involvement generated more PR and social media activity. Check out the case video here.
Another gold winner from DDB Sydney was for McDonald’s Australia and Ronald McDonald House Charities. They needed to find a big idea for McHappy Day that would cut through charity fatigue so they developed a powerful message that all children, especially seriously ill ones, had the right to happiness. This helped them create a campaign where people felt they were contributing to the emotional well-being of sick children rather than just donating money. With a TVC, campaign website, digital in-store and packaging they were able to break the record for previous years with over AU$2 million donated. An amazing result.