Page 56 - AdNews Magazine Nov-Dec 2020

Feature
Small Agency of the Year — Independent (Headcount Under 25)
Winner: Jack Nimble
Jack Nimble was founded in 2017 with the aim of creating an agency that spe- cialises in short-form, social-first con- tent. Since then the business has had great success with its offering. In 2019, a team of seven, worked on more than 120 campaigns spanning strategy, cre- ative and content.
The year saw the small team expand its remit with founding clients Coates Hire and continue to work with eBay after winning a competitive pitch to create ongoing social media content for the brand in late 2018. The team also won a pitch to create social content for Tourism Australia’s Philausophy brand campaign. Jack Nimble also won new business with ClassPass, Gumtree Australia and amaysim.
In its two and a half years in busi- ness, Jack Nimble has grown to a team of seven full-time employees and retained all of them. In its entry the agency says it is “passionate about building a happy workplace”. To do so, it offered the team flexible working hours, corporate fitness memberships with ClassPass and took everyone on an all-expenses trip to New Zealand as a team bonding exercise.
The judges: Despite being a small team and relatively young agency, Jack Nimble is producing big work for big cli- ents. Its work is a testament to the talent within the team.
Finalists: SDWM, Loyal, This Is Flow, True Sydney, Thirst Creative.
AdNews Effectiveness Award presented by Google
Winner: BMF, ALDI Australia, Good Different: Questioning the Cult of Loyalty
Loyalty programs are big money for many retailers and supermarkets. In fact, nearly 80% of Australians have a loyalty card. Unlike its competitors, ALDI Australia doesn’t have a loyalty program. Instead the supermarket uses its low prices as a differentiator.
Research showed that while peo- ple feel like they are saving money by partaking in the loyalty program, they end up spending more. For BMF and ALDI, the message to convey to Australians was simple: You don’t need a loyalty card to save money.
Building on the already successful
Good Different brand platform, BMF was tasked with creating a campaign that conveyed this message and stopped Australians from wasting money on loyalty schemes. To do so, the agency created an above-the-line campaign and a special Loyalty Calculator with a dedicated microsite for shoppers to see how much money they would need to spend to get a reward. The results saw ALDI increase sales, change perception on reward programs and strengthen the trust Australians have in the supermarket’s brand.
The judges: “This is about a brand and not a price promotion. This supermarket reframed a competitive strength of reward points into a weakness — telling consumers rewards don’t work. And at the same time, ALDI increased sales.”
Finalists: Gastro-Stop — Creating Travel FOMO (Bohemia/Aspen Australia); Prepaid (The Monkeys/Telstra); Omtanke (WhiteGREY/Mindshare/Volvo).
Campaign Pivot of the Year
Winner: Digitas, Tourism Australia, Live From Aus
Following a devastating bushfire season, Tourism Australia was busy planning a recovery campaign plan with its agency partners when the global COVID-19 pandemic hit. Attractions, airlines and events were all cancelled overnight. Digitas and Tourism Australia’s other agency partners were tasked with reig- niting the dream for travel in Australia during a period when no-one could.
The response, Live From Aus, came together as a unique live virtual holiday experience, connecting viewers around the world with a new Aussie travel experience, on the hour, every hour for an entire weekend.
The project came together rapidly under COVID-19 lockdown restric- tions through a series of new workshopping and collaboration practices to unite Tourism Australia and its agency partners. Tourism operators from around the country were brought on and taught to become live streamers of pro-quality content overnight with the help of a bespoke web-based platform developed specifically for the platform. Audiences from around the globe were then able to tune on Facebook Live to 32 unique live streams during the course of the weekend.
Globally, the campaign reached 127 million unique social viewers from more than 40 countries and led an instant 10x spike in searches for Australian holiday experiences.
The judges: “This was a phenomenal campaign to drive consideration for Australian holiday experiences in what has been arguably one of the most difficult periods for the tourism industry. A great turnaround despite challenging conditions.”
Finalists: Assist for those Assisting (Ogilvy/AAMI); What’s For Dinner Live (OMD/Seven Network/Coles); Secret Recipe (The Monkeys/MLA).