ADMA AC&E Awards
Like moths to a light bulb, the rising sun, a friendly smile – we’re attracted to big bright shiny objects that bring warmth and show more (without being over bearing)
So when it comes to your business marketing (or your personal marketing), does your marketing attract and who does it attract? Does it attract the type of customer you want? Does it reach, connect and engage with your audience or is it just more noise that get’s ignored?
There is so much content out there and most is crappola – the same can be said for much advertising and marketing BUT,
great creative gets attention AND quality will (or should) rise to the top.
The ADMA AC&E Awards – (the Association for Data-driven Marketing and Advertising) this week presented the best digital creative campaigns in Oz.
It was a pretty swish glitzy type of affair and what was immediately interesting was to see is how much this event resembled the TV Ad Award days of the past – indicative of where the advertising and media dollars are going today (and will only increase)
For me a couple of award winners really stood out.
Tiger Airways Infrequent Flier Campaign http://infrequentflyers.com/
Attached is a copy of the detailed submission. The marketing challenges make for interesting reading –
A SMALL AIRLINE WITH A BIG BAD REPUTATION DESCRIBING THE DOMESTIC AUSTRALIAN AIRLINE MARKET AS CHALLENGING WOULD BE AN UNDERSTATEMENT. THERE’S THE BIG 3; THERE’S QANTAS, THEIR BUDGET COUSIN JETSTAR, AND GLOBAL INDEPENDENT, VIRGIN. ALL THREE ARE GOLIATHS IN COMPARISON TO LITTLE TIGERAIR AUSTRALIA WITH JUST 13 PLANES. IF THAT WASN’T CHALLENGING ENOUGH, TIGERAIR AUSTRALIA IS A BRAND PEOPLE LOVE TO HATE. HAVING BEEN GROUNDED IN 2013 FOR 6 WEEKS BECAUSE OF SAFETY CONCERNS, TIGERAIR HAD A REPUTATION FEW AIRLINES COULD RECOVER FROM. NONETHELESS, TIGERAIR PERSISTED. OVER THE SPAN OF 12 MONTHS, TIGERAIR DRAMATICALLY IMPROVED ITS OPERATIONS. BUT WITH YEARS OF BAD PRESS AND POOR CUSTOMER SATISFACTION, TIGERAIR WAS STILL AN AIRLINE FEW AUSTRALIANS WANTED TO FLY. IN FACT 59% OF AUSTRALIANS REFUSE TO FLY THE AIRLINE, EVEN THOUGH MOST HAD NEVER EVEN FLOWN TIGERAIR BEFORE. THE BRIEF IN ORDER TO SUCCEED IN DRIVING SALES IN THE LONG-TERM, WE IDENTIFIED THE NEED TO DEVELOP A MORE DIRECT RELATIONSHIP WITH OUR CUSTOMERS. ADDITIONALLY, WE NEEDED TO GIVE PEOPLE A REASON TO CHOOSE TIGERAIR NOT AS A LAST RESORT BECAUSE IT WAS THE CHEAPEST OPTION, BUT AS THEIR FIRST PORT OF CALL BECAUSE IT OFFERED THE BEST VALUE.
Play With YourSelf – Blue Ball Foundation http://playwithyourself.org/
Agency – M&CSaatchi
The “Play With Yourself” campaign was very clever – highly targeted and extremely relevant to the audience. The disruptive nature of the campaign within the porn stream meant the call to action was for most – immediate.
The challenge for all advertisers and marketers is to constantly raise the bar (no pun intended).
For all the Winners please click here.
Until next week – Maxy – oh yeah – thanks to marketo for the invite.