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:
| 18 | USA: four Globes, seven Silver, seven Bronze |
| 7 | Canada: one Globe, four Silver, two Bronze |
| 6 | Australia: the Gran Prix, two Globes, two Silver, two Bronze |
| 5 | United Kingdom: two Globes, two Silver, one Bronze |
| 4 | Argentina: three Globes, one Bronze |
| 3 | Singapore: one Globe, two Bronze |
| 1 | China, India, Philippines and Turkey: a Globe each |
| 1 | Indonesia: a Bronze |
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