Page 57 - AdNews Magazine Nov-Dec 2020

The Resilience Award presented by
Outdoor Media Association
Agency: Host/Havas
The COVID-19 pandemic has been difficult for many industries including adland. Redundancies were imminent for many with the loss of clients and ad spend. Despite all the perils that the pandemic brought, Host/ Havas bounced back from it all and became proactive in its approach to helping not only its own team but others in the industry.
While the agency felt the hit from clients it had in the airline and des- tination marketing sectors, it also was appointed to the United Nations’ Free & Equal (UNFE) global public information campaign for LGBTI equal- ity following a competitive pitch against a number of US-based agencies.
During the pandemic, the team also launched Havas Hustle, an initiative with free advice and support to anyone in the media and advertising indus- try who has been impacted by COVID-19. The initiative brought together 35 senior leaders from across the Havas Village to use expertise to help those looking to take their side hustle to the next level. They helped more than 200 people bring their hustle from side to centre stage.
The judges: “Judges were impressed with the time taken to keep both the agency thriving and help those in the broader industry.”
Finalists: Apparent, Jack Nimble, OMD, The Monkeys.
Small Budget Media Campaign of the Year
Winner: Ogilvy, KFC, Secret Menu
Online ordering via apps is an increasingly important sales channel
Ogilvy-KFC. BMF-ALDI. Digitas-Tourism Australia.
for the fast food industry. However, 77% of app users uninstall within three days, leading brands to spend big dollars to promote them. Instead of following the herd, KFC charged Ogilvy with creating a newsworthy conversation about the KFC App that could drive earned media, lead to downloads and ulti- mately retain users.
Following a deep dive into the world of KFC, the Ogilvy team discovered KFC crew members loved to invent ridiculous new prod- ucts that weren’t on the menu. Using a behavioural science principle that states that “being left on the outside of a secret is an uncomfortable and incredibly motivating place to be”, the agency immortalised these cre- ations in an exclusive Secret Menu
hidden within the KFC App. Cryptic clues were hidden in the T&Cs of regular comms, flashed as a subliminal second-long blips in digi- tal OOH and concealed in email foot- ers. Once someone finally discovered the menu, it blew up, driving impres- sive earned media coverage, down- loads and overall revenue. All done with a media budget of $0 to promote
the campaign.
The judges: “Judges loved the
complexity included in uncovering the insight and work that went into actually changing the product. Very brave on both agency and
client side with a clever use of owned and earned media!” Finalists: Removing the Pain from Parking (HYLAND/Sydney Airport); Shifting Consumer Perception (HYLAND/KitchenAid Australia); The Mitey Battle (Thinkerbell/Bega Foods); The Best of Your Ability (nteg- rity/WISE Employment).
Marketing Team of the Year Winner: The Heart Foundation
The Heart Foundation marketing team, under the then newly appointed CMO Chris Taylor, was tasked with boosting awareness of heart disease, which claims 51 lives a day.
The team rolled out a series of cam- paigns that resulted in legislative change, as well as lives being saved.
To kick off its efforts, the Heart Foundation partnered with News Corp Australia for its Serial Killer campaign.
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