Cocktails, canapés and five Effies. Not a bad showing for AFFINITY at the 2016 Australian Effie Awards ceremony held last night at Sydney’s Doltone House. Matter of fact, we’re ecstatic.
Under the springtime glow of The Harbour Bridge, Australia’s best and brightest agency minds gathered to celebrate ‘Ideas that Work’, honouring the most significant achievement in advertising and marketing communications: effectiveness.
And that’s precisely where our acclaimed Narellan Pools campaign comes in, taking out Gold in Use of Data, Silver in the three categories of Travel, Leisure, Media; Insight & Strategic Thinking; Digitally Led Ideas, and a bronze in Return on Investment.
The judges said "This campaign leverages existing behaviour rather than trying to create new behaviour. Judges said this paper was an inspiring read. The case was clearly laid out, from problem to insights, and from data to optimised spend. The sales data speaks for itself - this was a massive turnaround."
GREAT IDEAS, REAL RESULTS
Widely regarded as difficult to win – and the most prestigious effectiveness accolades in the country – the Effie Awards celebrate great ideas that achieve real results and the core strategy that drives them.
But the Effie’s are just the tip of the iceberg for AFFINITY with our Narellan Pools project already winning a swathe of local and international awards:
- IPA Effectiveness (UK)
- MFA – Best Use of Data (Australia)
- Mumbrella – Media Campaign of the Year (Australia)
- MSix – Clever Use of Data (Australia)
- Marketing effectiveness – 2 Gold, 1 Silver (Singapore)
- Cannes Lions – Creative Data Finalist (France)
THE DATA ON DATA
Compared with a lot of empty rhetoric around “data” and “ROI”, our data-driven Narellan Pools initiative has delivered incremental sales ROI of $54 for every $1 spent, as well as 23% increased sales and 30% reduced media spend.
This was also the first time programmatic buying tools were used to turn activity on/off in real-time based on specific conditions in 49 different regions. It’s why being able to unearth and leverage smarter behavioural insights for business – rather than merely defaulting to “doing ads” – is what defines us all here at AFFINITY.
A testament to our mantra of creating demonstrably effective work using ‘big data’, our five shiny new Effies will take pride of place in our ever-growing trophy cabinet – right next to our Campaign Asia Pacific Bronze gongs for Independent and Digital Agency of the Year 2015.