Bitter’s Sweet Win

Aussies may love their beer, but a certain cadre love cricket just as much — and a few of them may have helped judge this year’s international Globe Awards. The program’s Gran Prix has gone to Melbourne-based CAW Marketing and George Patterson Y&R for a Victoria Bitter (VB) campaign featuring a cricket caricature.

The self-liquidating premium program, which was honored last month in Chicago, centered on David Boon, a well-beloved cricketer in the 80s. Now something of a cult figure Down Under, “Boony” reputedly loved his beer — hence the campaign “VB Boonanza.” The promotion offered blokes a figure that transmitted Boony-inspired phrases (i.e., “Good shot!” or “Anyone seen me thongs?”) during VB-sponsored telecasts of cricket matches. Buzz generated by the campaign spurred VB net volume up 26.3%. Dozens of figurines were even sold on eBay.

The Globes are sponsored by the Marketing Agencies Association Worldwide. Entries come through regional programs (campaigns from the U.S. must first be finalists in the Pro Awards — see page 30 for more coverage of U.S. programs).

While an Australian firm took the Gran Prix, Americans scored the greatest overall number of prizes, including four category-topping Globes (see sidebar). Per category, the 2006 Globe winners are:

Best Multi-Discipline Campaign

GLOBE

Bud Light M&M Steaks In Cases

Agency: Downtown Partners Canada

Client: Labatt Breweries of Canada

Labatt Breweries of Canada has been brewing and distributing Bud Light since 1986. To spur summertime Bud Light sales, Labatt paired beer and BBQ. A coupon in specially marked cases of Bud Light was redeemable at participating M&M Meat Shops locations for two free 6-oz. sirloin steaks. The program saw a redemption rate of 81.9%.

SILVER

M&M’S “Dare to go to the Dark Side”

Agency: Thomas J. Paul, Inc. USA

Client: Mars

BRONZE

VB Boonanza

Agency: CAW Marketing / George Patterson Y&R. Australia

Client: Fosters Australia

Best Sponsorship or Tie-In

GLOBE

Purell National Geographic Kids Everyday Explorers

Agency: Einson Freeman, USA

Client: Pfizer

You can’t stop kids from exploring their world…and touching “who-knows-what.” Pairing hand sanitizer Purell with National Geographic Channel led to a sponsorship of National Geographic’s first-ever international expedition for kids. Purell consumers had a chance to join an expedition to the Galapagos Islands. YTD sales increased by 33.2%, consumption grew by 43.6%. Market share rose 3 points from the prior period.

SILVER

M&M’S “Dare to go to the Dark Side”

Agency: Thomas J. Paul, Inc. USA

Client: Mars

BRONZE

Defend your Turf

Agency: 141 Worldwide (Singapore)

Client: Nokia Pte Ltd

Best Use of Direct Marketing

GLOBE

Are You Chicken & Gumshield

Agency: TEQUILA\Singapore

Client: Direct Marketing Association of Singapore

The annual event of the Direct Marketing Association of Singapore neeeded stronger attendance. To emphasize the competitive nature of marketing and the ability of DM to maximize the effectiveness of a brand’s budget, DM Asia ‘05 used a boxing theme that portrayed agency leaders as prizefighters. The call for entries included a boxer’s gumshield; agencies that hadn’t entered were taunted with a rubber chicken. Exhibitor numbers increased by 75% vs. 2004 and attendance by 60%.

SILVER

Enjoy the Moment

Agency: archibald ingall stretton, UK

Client: Moet Hennessy

BRONZE

James III Final

Agency: wunderman. Argentina

Client: La Nacion

Most Innovative Idea or Concept

GLOBE

VB Boonanza

Agency: CAW Marketing / George Patterson Y&R. Australia

Client: Fosters Australia

SILVER

Degree Poker Championship 2005

Agency: Segal, Canada

Client: Unilever

BRONZE

Ted — Chicago’s New Crosstown Classic

Agency: Arc Worldwide, USA

Client: United Airlines

Best Use of Interactive Media

GLOBE

VB Boonanza

Agency: CAW Marketing / George Patterson Y&R. Australia

Client: Fosters Australia

SILVER

Schick Quattro Power Launch

Agency: Colangelo. USA

Client: Schick

BRONZE

Hit On My Hot Guy

Agency: Capital C. Canada

Client: Unilever

Most Effective Long-Term Campaign

GLOBE

Yoplait’s Women’s Wellness Initiative

Agency: PowerPact, USA

Client: General Mills

Since 1997, Yoplait has supported the Susan G. Komen Breast Cancer Foundation. Its 2005 sponsorship of Komen’s “Race for the Cure” events across the country continued the effort to raise funds for research, education, screening and treatment, while building affinity for the Yoplait brand. A new “Destination Yoplait” became the place for survivors and friends to celebrate and share their fight against breast cancer. As a result, more than 531,000 units of Yoplait were sampled, and more than $14 million was donated by General Mills to Komen.

SILVER

Visa Win What You Buy Contest

Agency: M Marketing, Canada

Client: Visa

BRONZE

Start Your Day with Goodness with Quaker & Tropicana

Agency: OSL Marketing. Canada

Client: Quaker Oats Company of Canada

Best Activity Generating Brand Awareness & Trial Recruitment

GLOBE

Axe Click

Agency;

Client: Unilever

The Axe Click promotion used targeted product sampling and free gifts, particularly “clickers,” which guys used to strike up conversations with girls. Female reps visited beaches, beach resorts and night clubs to distribute samples of Axe fragrance, T shirts and clickers. Axe even set up a Clicker Attention Center where tired clicker thumbs were given a sensual massage. The Click promotion led to a market share boost of 48 %.

SILVER

McDonald’s Fruit & Walnut Salad

Agency: Arc Worldwide

Client: McDonald’s USA

BRONZE

A Taste of Tuscany

Agency: Momentum Worldwide, Australia

Client: Unilever Australia

Best Activity Generating Brand Volume.

GLOBE

Wheel Rural Contact Program

Agency: Ogilvy & Mather, India

Client: Hindustan Lever

Wheel soap powder needed to generate large-scale trial in the absence of media, so a demo program visited rural villages, inviting women to meet the “Samajhdar Wheelawati” (smart wheel woman). Cotton swatches were distributed, each stained with numbers that became visible after washing with Wheel. The numbers led to discounts off future Wheel purchases. Overlaid was a chance to win a prize for one’s village (a hand pump, a solar light or uniforms for school children). Skits in local dialects reinforced messaging. Program reached 14 million women in 30,000 villages; nearly half the audience bought the brand.

SILVER

Blitz Direct Data & Promotion

Agency: Video Ex, Canada

Client: Molson Canada

BRONZE

GapBody Bra Bar

Agency: A Squared Group

Client: Gap

Best Activity Generating Brand Loyalty

GLOBE

Win an iPod mini

Agency: The Big Kick, UK

Client: Walkers

Walkers crisps (potato chips) are the No.1 bagged snack in the UK, but it needed to generate more impulse buying and win over 18-30 year olds. The solution: offer Apple iPod minis, one every five minutes, every hour, every day. Consumers entered on-pack codes via text or online. To maximize chances of winning, the busiest and quietest draw times were texted to entrants. Results: nearly 15 million entries, over 3.5 million unique entrants — over 5% of the total UK population.

SILVER

M&M’S “Dare to go to the Dark Side”

Agency: Thomas J. Paul, Inc., USA

Client: Masterfoods USA

BRONZE

Gap Ambassador Program

Agency: A Squared Group, USA

Client: Gap

Best Business-to-Business Campaign

GLOBE

Radikal Newspaper Design Supplement

Agency: MindShare, Turkey

Client: Radikal

Advertisers want their spots to appear on right-hand pages for higher visibility. To increase the appeal of Radikal’s monthly Design supplement, the agency created a newspaper with all right pages! Left pages were printed upside down, forcing the reader to read right pages, then turn the paper upside down to read the “lefts as rights.” The supplement received almost four times more ads than previously — and scored a global media first, as the supplement became a work of design itself.

SILVER

The Napster Garage

Agency: Grand Central Marketing, inc.

Client: Napster

BRONZE

Knockout

Agency: TEQUILA\Singapore

Client: Direct Marketing Association of Singapore

Best Retail Account-Specific or Channel

Marketing Activity

GLOBE

The Heart of Cognac Experience

Agency: 141Worldwide (China)

Client: Remy Martin

Remy Martin hatched a program to protect its brand in China and drive sales in the duty-free channel during the Chinese New Year period. It focused on its heritage as the only cognac maker using “eaux-de-vie” from the heart of the Cognac region. An under-floor map, multi-sensory touch-points, expert ambassadors, tastings and packaging increased sales by 77.5% across five market countries.

SILVER

Never Forget A Birthday Alert

Agency: Capital C, Canada

Client: Canada Post

BRONZE

Temple of Pins

Agency: Elvis, UK

Client: hollywood bowl

Best Dealer or Salesforce Activity

GLOBE

GM: New Roads, New Sensations

Agency: Craverolanis BTL, Argentina

Client: General Motors

GM introduced the Suzuki S-10 and Suzuki Grand Vitara models via events that drove excitement. Dealers entered a dark theater with the help of “blind” actors, then underwent a sensory experience of their own involving water, a gentle breeze, and the smell of wet soil. As light slowly filled the room, the new models were revealed to the audience. Both vehicles broke all presales records, up to 12% on the previous year.

SILVER

GE Points Of Light

Agency: GEM Group, USA

Client: GE Lighting

BRONZE

Cingular MEdia Net Launch

Agency: Seismicom. USA

Client: Cingular MEdia

Best Brand-Building Campaign

GLOBE

Axe College Ambassadors

Agency: GMR Marketing, USA

Client: Unilever

The Ambassadors program recruited brand evangelists at 15 universities to distribute “Roommate Consideration Kits,” which included a blindfold, earplugs and a do-not-disturb sign; “Morning After Kits” included flip flops, a T-shirt, hair brush and tooth brush. Phase 2 expanded to 25 schools, with plans for further expansion.

SILVER

A Taste of Tuscany

Agency: Momentum Worldwide, Australia

Client: Unilever Australia

BRONZE

M&M’S “Dare to go to the Dark Side”

Agency: Thomas J. Paul, Inc. USA

Client: Masterfoods USA

Best Cause or Charity Marketing Campaign

GLOBE (tie)

Symptoms II Final

Agency: Wunderman, Argentina

Client: FAIAM

Myasthenia Gravis is a rare illness that causes muscle weakness and general lack of strength. To bring up awareness, shopping carts were affixed to the floors of supermarkets. When the carts could not be moved, customers read a printed message “Muscle weakness, one of the Myasthenia Gravis symptoms.” At newsstands, customers received very heavy newspapers; when opened, they discovered an iron sheet carrying the same message. In just three weeks, more than 10,000 people called info lines.

GLOBE (tie)

Lose Gain

Agency: 141 Worldwide (Philippines)

Client: Coca-Cola Philippines

In the Philippines, Coca-Cola’s Lose-Gain campaign was a day-long fitness event. Coke donated a peso to charity for every calorie burned by volunteer participants. Nearly two thousand participants dedicated their aerobics workout hour to a favorite cause. At the end of each hour, total burned calories of participants were computed, converted to cash and donated. Coca-Cola Co. and the workout participants raised over 1.2 million pesos for charity.

SILVER

Honeywell and NASA’s FMA Live!

Agency: Oasis, USA

Client: Honeywell

Best Event Marketing Campaign

GLOBE

Pampers’ “World of Babies” Retail Roadshow

Agency: LoewyBe, UK

Client: Pampers

Pampers reached parents during their supermarket shop via a walk-through “Caterpillar” with six giant “experience pods” that let parents see the world from the height of a toddler. “Womb” featured a mother’s heartbeat and giant internal visuals; “Sense” mimicked baby’s first days inside a nursery; “Explore” had a wobbly floor to communicate toddling challenges; “Learn” used oversized pencils to illustrate the challenges of independence; “Conquer” featured a giant bathroom. The Caterpillar attracted more than 120,000 visitors.

SILVER

Are You Man Enough?

Agency: Haygarth. UK

Client: Nobbys

BRONZE

Clear Nation METAMORPHOSELF

Agency: XCR Marketing Communications, Indonesia

Client: Unilever Indonesia

Best Small Budget Campaign

GLOBE

Largest Coconut Symphony

Agency: HHC Marketing, USA

Client: Monty Python’s Spamalot

Spamalot, winner of Broadway’s 2005 Tony Award for Best New Musical, needed to keep ticket sales brisk. To grab media attention and build buzz, the agency created a Guinness World Record event for the “Largest Coconut Orchestra:” seven minutes after exiting a matinee performance, patrons and passers-by were armed with coconuts with which to play the show’s theme song, “Always Look On The Bright Side Of Life.” A record 1,789 registered participants played — and boosted box office during Broadway’s busiest quarter of the year.

SILVER

Australia Unites — Reach Out to Asia Appeal

Agency: Legion Interactive. Australia

Client: World Vision

BRONZE

Office Invaders

Agency: Blockdot, USA

Client: Baskin-Robbins

Winners per Country

The Globes are awarded to promotion campaigns that have become finalists in eight international award programs: APMA (Australia and New Zealand), CAPMA (Canada), CAMPRO (South America), ISP (the United Kingdom), the Promotion Planning Awards (Japan), PMAA (Asia), PMC (Europe), Silver Mercuries (Russia) and the PROMO Pro Awards (USA).

The MAAW awards per country tallied at: