Page 73 - AdNews magazine Mar-Apr-May 2023

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THE GAME CHANGER AWARD FINALISTS
CHEP Network
CHEP Network
CHEP Network, for Samsung, Performance Enhancing Music: “We gave Australian Olympians a secret weapon by creating personalised Performance Enhancing Music that was scientifically proven to enhance their performance. Every beat, lyric, instrument and artists were chosen to match their desired mind-state, event, and musical preference. To further enhance performance, we tested and fine-
tuned 13 audio-triggers, including isochronic tones, personal mantras, cadence and more. Then brought the tracks to life with their favourite Australian artist. Athletes used their tracks to prepare and compete in Tokyo as the world listened along on Spotify.”
The campaign was launched during the Olympics through assets; the Performance Enhancing Music tracks and the documentary film.
CHEP Network, for 7-Eleven, Coffee Scrub: “Australians didn’t believe that 7-Eleven’s $1 coffee was made from freshly ground beans. For those Australians to believe us we had to change the game, break category norms and appear in their world like never before. So, we created a premium product that proved it and partnered with Australia’s biggest online beauty retailer to launch it.
“Allowing 7-Eleven to enter the world of beauty with a limited- edition Coffee Body Scrub, made from the same high-quality Arabica and Robusta beans found in every freshly ground cup of 7-Eleven coffee.
“A product so unexpected and innovative, it earnt the right to reach millions of Aussie coffee drinkers in environments far removed from their local 7-Eleven service station.”
HERO
Host/Havas
HERO, for Menulog, State of
Origin SNACKDOWN!: “Our strategic ambition was simple. We needed to weave Menulog into
the Australian cultural fabric. We identified one critical property in the Australian cultural landscape that activated passion like no other ... mate against mate and state against state. The State of Origin.
“Rather than do one big traditional sponsorship ad, we collaborated with League legends,
famed trash-talkers, and Channel
9 to create a media-first integrated campaign that responded...LIVE... to what was happening in the games.
“Menulog was able to successfully integrate into the live essence of the game through food and trash-talk, delivering contextual TVC placements dispatched seconds before going live (unheard of really!) delivering millions of orders across the three-game series.”
Host/Havas, for The Australian Federal Police (AFP): “Crime Interrupted is a six-part podcast series that changed the recruitment marketing game. Rather than running interruptive ads to persuade people as to the benefits of a career in the AFP, Host/Havas created a true crime podcast series that positioned the AFP in such a compelling manner that 93% of those that listened wanted to find out more
about a career. As serious crime becomes more complex, the skillsets required to stay a step ahead of it have become more diverse. The AFP needed large increases in female, Culturally and Linguistically Diverse applicants and Indigenous Australians.”
Crime Interrupted is recruitment marketing disguised. It has resulted in the AFP’s most successful recruitment campaign to date.