Page 44 - AdNews magazine Mar-Apr-May 2023

MEDIA CAMPAIGN OF THE YEAR WINNER
SPONSORED BY SAMSUNG
OMD
OMD and Leo Burnett won Media Campaign of the Year, sponsored by Samsung Ads, for ‘One House’ for Suncorp.
Finalists: Initiative (‘A Fire Inside’ for NRMA), HERO (‘State of Origin SNACKDOWN!’ for Menulog); and PHD Australia (‘The Golf Ad Break Championship’ for Volkswagen.
Judges said: “This campaign was built off a transformative insight which focused on improv- ing societal change as well as achieving business outcomes. It was a clever example of paid, owned, and earned media all com- ing together. This entry should be celebrated for its creative collabo- ration and storytelling.”
Each year in Australia, thou- sands of homes and lives are dam- aged by severe natural disasters that leave many displaced and billions spent rebuilding.
OMD and Leo Burnett: “Suncorp is the leading home insurance brand in Queensland, the countries extreme weather capital. Their continued presence in Suncorp’s home state, leads to significant financial exposure, ranging from $150 million+ per cyclone up to AU$519 million+ dur- ing bushfires.
“Our goal was to create a cul- tural conversation around home resilience, to grow consideration and brand love.”
OMD and Leo Burnett realised three observations that informed the campaign: people underesti- mate the damage created by natu- ral disasters; prior experience with a disaster doesn’t make peo- ple more careful; and the emphasis on resilience is worryingly low.
“Key insight: A lifelong rela- tionship with disaster makes Queenslanders overconfident and underprepared. We were on a mission to shift beliefs and behav- iours by accelerating the conver- sation. Introducing, One House to Save Many.
“One House is a prototype
home with ground-breaking resil- ience features designed, built, and tested to withstand extreme weather, including bushfires, floods, storms and cyclones - intended to swing the discussion from recovery to resilience. It’s not just about ‘One House’, but pro- tecting every house, so we needed Queenslanders on-board to pres- surise industry and government.
“Our strategy was to become a credible news story and garner the right attention. Long-form story- telling was essential to the success of this project, so we worked with creative and the production com- pany to film the process for a 23-minute documentary. A work- ing group of partners was created - Suncorp marketing, the produc- tion and agency partners who then engaged a broader group including
CSIRO and James Cook University, and joint business publisher part- ners, Nine & Google.
“In the first phase, we used headline driving ‘hero’ placements to introduce One House,
Initative
One House’ for Suncorp.
Initiative, for NRMA, A Fire Inside - “Recognising the power of disaster to inspire help, NRMA harnessed the stories behind the Black Summer Bushfires to encourage disaster preparation. Fronted by a blockbuster
documentary, and a best-selling book, A Fire Inside (AFI) was a multi-faceted program designed to spark a movement of proactive help. It was inarguably the most expansive, integrated, culturally impactful campaign of the year.”
MEDIA CAMPAIGN OF THE YEAR FINALISTS