AMI honours innovative marketing

A raw and cutting edge campaign that uses the personal stories of road fatality victims and their families and friends to warn and educate the public, won two awards in the 2009 Australian Marketing Institute Awards for Marketing Excellence in Brisbane on Friday. The awards are the most prestigious accolades for the Australian marketing industry and recognise effective and innovative marketing practices by Queensland's leading professionals and their clients.

This year's AMI Awards for Marketing Excellence attracted a record number of entries in 14 categories.

The Queensland Department of Transport and Main Roads Share My Story campaign won the award for Social Marketing as well as the Multimedia and Interactive category.

Comprising a social networking website, television, print and online communication, the Share My Story campaign asked people whose lives had been irrevocably changed by road tragedy to highlight the personal side of traffic statistics.

The campaign, devised in conjunction with leading ad agency BCM Partnership, is a world-first for road safety communication and has achieved massive public participation and support.

Winners in 14 categories were acknowledged at a gala lunch at Brisbane's Sofitel Hotel Ballroom on September 11.

AMI Queensland president Jason Greenhalgh said the awards were evidence that despite the Global Financial Crisis, there was no doubt the state of the marketing industry in Queensland was in good shape.

"The quality and quantity of effective marketing campaigns submitted in this year's AMI Awards is an indication of the talented marketers we have in this state," Mr Greenhalgh said.

"Their contribution over the past year has been outstanding and the future looks very bright for the industry."

While Share My Story succeeded in adding a new perspective to a modern tragedy, the Logan City Council and creative agency Make Communications were honoured for their great results in changing age-old perceptions about the much-maligned city through its Who Knew? campaign.

The three-month civic pride campaign targeted ‘misinformed detractors' of the city, between Brisbane and the Gold Coast, and rebutted the negative view that "nothing good comes out of Logan City".

The Mining Industry Skills Centre Inc - a Queensland-based not-for-profit organisation, also won two awards in the brand category for New Brand and Brand Extension.

The Project Canary campaign was an industry world-first which used serious games-based simulation training to focus on risk and hazard awareness in the resources sector.

Suncorp Retail Banking and advertising agency George Patterson Y&R were recognised for their outstanding work as winner of the New Product/Service Launch award, following the successful marketing of a new savings product for children.

 

The Suncorp Kids Account was an innovative parallel communications strategy that exceeded target participation by 716 percent.

The most successful creative agency was Brisbane-based firm Make Communications which received three AMI Awards for MarketingExcellence for three different campaigns.

Winners of the Queensland awards progress to the national finals on October 28 in Sydney.

The Australian Marketing Institute is the country's peak organisation for marketing professionals, representing over 5000 practitioners nationally across all marketing functions and industries.

www.ami.org.au

 

 

FULL LIST OF AMI AWARD WINNERS:

 

Social Marketing

Share My Story/ Department of Transport and Main Roads and BCM Partnership.

 

Sponsorship

Logan City Council - Who knew? / Logan City Council and Make Communications.

 

Internal Marketing

RoadTek Things that Matter Roadshow / Department of Transport and Main Roads, Roadtek.

 

Loyalty Programs

Sunsuper New Member Trigger Campaign / NOUS.

 

Marketing Communications Business to Business

APA Group - Natural Gas Man/APA Group and Make Communications.

 

Marketing Communications Business to Consumer

Increase the power of Direct Debit/Ergon Energy.

 

Multimedia and Interactive

Share My Story/ Queensland Government - Department of Transport and Main Roads and BCM Partnership .

 

Brand Extension

Mining Industry Skills Centre / Mining Industry Skills Centre Inc.

 

Brand Revitalisation

Q-COMP Brand Revitalisation 1 At Your Service / Q-COMP.

 

Corporate Social Responsibility

Youth Drive Safe Initiative / Leighton Contractors.

 

Education

Corporate Business Solutions / Metropolitan South Institute of TAFE.

 

Experiential and Brand Experiences

Zuri - Launch campaign/ Zuri Lounge and Make Communications.

 

New Brand

Project Canary / Mining Industry Skills Centre Inc.

 

New Product/Service Launch

Suncorp Kids Account / Suncorp Retail Banking and George Patterson Y&R.

 

 

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