POPAI members win at MAA Globes
Two Australian POPAI members have taken out prizes at the MAA Worldwide Globes overnight in London.
The Zoo Republic won Gold in Best Mobile Marketing Campaign for its Free Beer From Up Here campaign for Great Northern Beer, while Rotor Studios took home Bronze in Best Innovative Idea or Concept for the Toyota Showroom 360.
The Awards were announced during the 2017 MAA Worldwide’s President’s Dinner, which took place at the Royal Automobile Club London.
Dentsu Japan's ‘Audi Showroom Home Delivery’ Campaign took out the MAA Globes Red Globe for the Best of the Best Marketing Communication Campaign in the World. The full list of winners can be found here: http://maawglobes.com/
Mike Da Silva. COO, MAA Worldwide and Director of the MAA Globes said this year was 31st Program.
"We welcomed Winning Campaigns from four new Partners this year, The ANA Reggies from the USA; the Marketing@Retail Awards, from POPAI Australia; the Dragons of Malaysia; and the Dragons of Asia. Each year, we see continuing growth and expansion of our Industry across multitudes
"Each year, we see continuing growth and expansion of our Industry across multitudes of mediums and disciplines. This was no different, except for much more pushing the barrier and focusing much more on measurable results-focused outcomes,” Mr Da Silva said.
Carla Bridge, General Manager POPAI Australia & New Zealand, said POPAI ANZ is delighted with the outcome.
"Having two Australian Award winners in The Zoo Republic and Rotor Studios is a fantastic result. Australia has a flourishing industry, and to receive two Awards among such prestigious company is a real achievement,” said Ms Bridge.
The ‘Audi Showroom Home Delivery’ Campaign.
In Japan’s bustling cities, large numbers of houses can only accommodate parking for a car measuring 1.8m wide.
This situation was ideal for local car manufacturers. Even if a consumer wished to buy a more expensive car, they couldn’t, because of the lack of parking space.
The new Audi A3 did meet the1.8m wide spec and the challenge for Audi’s Agency Dentsu was to disrupt this ‘urban status quo’ and show prospective owners that one European vehicle was compact enough to fit their parking space.
The Agency decided to deliver the Audi Showroom, in the form of an Audi A3 right to targeted home owners. They did this by combining traditional and digital marketing techniques.
Targeted Home owners found one morning that their home delivered newspaper carried a1.8m x 1.5m insert, the size of the Audi A3. Unfolded, it would clearly show how the A3 could fit in their parking space. In addition, AR technology, turned the print campaign into full-size 3D images to show prospective owners what a real Audi A3 would look like in their parking space. Social media played a
pivotal role in maximising the Campaign.
The Audi ShowroomHome Delivery’ Campaign generated publicity in over 400 media outlets and 3.5 billion yen in advertising value. 20% of home owners who received the folded A3, tried the AR App and the Campaign was listed in the Guinness Book of Records for the “largest newspaper insert”.
The Campaign also won Category Gold and Silver Globes.
- Dentsu Japan - MAA Red Globe winner
