303Lowe Perth wins Grand Effie Award for The Office of Road Safety of WA's 'Enjoy The Ride'
Perth agency 303Lowe (left) has been awarded the Grand Effie at the 4th annual Effie awards. Its 'Enjoy the Ride' campaign took out two Gold Effies for The Office of Road Safety of Western AustraliaThe 'Enjoy the Ride' campaign was launched to tackle the increasing problem of speed related accidents on Western Australian roads; it especially targeted low level speeders. 303Lowe's campaign sought to convince road users of the impact of low level speeding and encouraged drivers to 'slow down and enjoy the journey'.
The Effie Judges described this campaign as fresh, bold and inspiring
while delivering outstanding results. It succeeded in driving effective behavioural change among speeders, resulting in Western Australia's
lowest road toll attributable to speeding in a decade.
George
Patterson Y&R Sydney (left) was honoured as Effective Agency of the Year
winning two Gold and three Silver Effies, spanning the categories of Retail/Etail, Government, Corporate & Social Services, Most Original
Thinking, Best State Campaign and Small Budget (Under $500K).Says Matthew
Melhuish (left), chairman of the Australian Effie Awards: "This year
we are celebrating the fourth annual Effie awards, again marking our
industry's commitment to a strong and dynamic effectiveness culture.
Marketing thinking has moved on a lot in recent years and the greater
availability of data is helping to advance 
accountability and results
based approaches. These awards are a wonderful showcase of excellent
strategic thinking, bold campaign ideas, new measurement techniques,
clever use of insight and great ROI and they set the bar for us all. My
congratulations go to all our finalists and winners."In all, eight Gold Effies were awarded across 19 categories, including the newly introduced Short Term Effects and Transformational Digital Business Platform categories.
The full list of Gold Effie winners by category:
Retail/Etail
- George Patterson Y&R Sydney- St Vincent de Paul Society -'Vinnies Signed Finds'
Financial Services
- Whybin\TBWA\Tequila- RaboDirect - 'Encouraging Australians To Steal Back Their Dreams'
Transformational Digital Business Platform
- BMF- Commonwealth Bank- 'The World's First Investment Property Simulator'
Government, Corporate and Social Services
- 303Lowe Perth- The Office of Road Safety Western Australia - 'Enjoy The Ride'
Most Original Thinking
- George Patterson Y&R Sydney- St Vincent de Paul Society- 'Vinnies Signed Finds'
- Naked Communications - Art Series Hotels - 'Steal Banksy'
Best State Campaign
- 303Lowe Perth - The Office of Road Safety Western Australia- 'Enjoy The Ride'
Small Budget under $500K- Naked Communications (left) - Art Series Hotels - 'Steal Banksy'
View the full list of winners - Effie winners (word).docx
In addition to the eight Gold Effies, 20 Silver and 16 Bronze Effies were also awarded. All case studies will be online on the Effies website here from tomorrow.
The Effies are jointly presented by The Communications Council, Telstra and the Australian Association of National Advertisers (AANA).
Other sponsors and supporters include Millward Brown, The Advertising Standards Bureau, B&T, Commonwealth Bank, OzTam, The Newspaper Works, The Digital Edge, Trapdoor Productions and TSS.
Love 'Vinnies Signed Finds' - congrats Y&R!
Signed finds was robbed. Enjoy the Ride is dull.
No Patts Melbourne.
No Clems Melbourne.
No Leo Burnett Sydney.
No Leo Burnett Melbourne.
All these shiny awards for creative and none for effectiveness...
Well done Naked.
Michaela Brown you bloody rockstar!
I reckon this is the best road safety campaign ever to have been done in Australia.
Good on you 303.
That 'Enjoy the Ride' campaign is superbly written.
Hmmmm
Peter Field's IPA book (The link between creativity and effectiveness) showed that ads that win creative awards are significantly more effective than ads that don't. And the more creative awards they win, the more effective they tend to be.
EIther way, well done to all the winners!
Speeding has not dropped in WA. Revenue from speed cameras continues to grow. How did they fudge these figures?
Hmmmm.... you clearly didn't read the full list, for you would've found that all the agencies you so poorly tried to shame did, in fact, score gongs. Twat!
Patts Melbourne- silver and bronze. Hmmmmm indeed.
Nice work Naked & Banksy - what's next ?
I reckon this is the best road safety campaign ever to have been done in Australia.
Good on you 303.
Well done Jon and co.
The "Enjoy the Ride" campaign is a nicely crafted entry but given the fact that similar decreases in road tolls were recorded in most states of Australia, I'm not sure why it qualifies for an Effie.
Effies entries require a fair bit of substantiation. Comments on this blog, do not.
Is this enough substantiation for you? http://www.minister.infrastructure.gov.au/ck/releases/2012/january/ck001_2012.aspx
Woohoooo well done 303 and ORS you bloody legends!!!!! x
That's good news for Australia, Sceptic. Other states have experienced a 26% decrease in road deaths over 10 years. Not quite up to WA's 38% decrease on the 5-year average, but it's good all the same.
You need to read the Effie entry a bit more carefully, Antisceptic (BTW, love the name - very clever). There hasn't been a 38% decrease on the 5-year average of all road deaths in WA - there has been a 38% decrease in the number of deaths which were attributed to speeding compared to the 5-year average. The decrease in total road deaths compared to the 5-year average is a more modest 12% (205-180/205). Furthermore, if we compare road deaths which were attributed to speeding in 2011 with those in 2010, we see that there has actually been a slight increase in deaths caused by speeding over the 12 months (up from 43 to 45).
http://www.ors.wa.gov.au/Documents/Statistics/statistics-annualcrashstats-2011.aspx
Wow. The number of road deaths from speeding actually increased following the introduction of this campaign! Did the judging panel not bother to look at the substantiating evidence provided or did they just choose to ignore it?
I suspect they never bothered to look at it. In point 3 they refer to a 12% increase in WA drivers personally finding speeding ‘unacceptable’ and use the following as the reference:
Synovate, Office of Road Safety Community Tracker, March 2011,
http://www.ors.wa.gov.au/Documents/Community-Attitudes/research-tracker-aprjune2011.aspx.
Pg. 29
There is no mention whatsoever of an increase in the number of drivers finding speeding unacceptable on page 29 of this document (or on any other page) but on page 19, it does show that there has been no decrease in the 80% of WA drivers who do speed some of the time. In other words there was no behavioural change as a result of this campaign.
It really is a shame that someone didn't take a closer look at this entry before awarding it a grand effie. A few simple questions like "How does the drop in road toll compare to other states?", "Why is there no mention of the doubling in the number of speed cameras in WA in 2010 or the ongoing improvements in the safety of cars in the 'Convince us that the result was not due to other factors.' section?" should have been enough to make someone investigate further.
I guess the judges wanted a multi creative award winning entry to win so much they never removed their blinkers.
This is an absolute disgrace and there should be a review of this decision. The campaign is clearly about slowing down while driving. The results are there in WA government documents. FAIL. Increase in speeders. Comments from research groups are just puffery. The campaign is a FAIL. End of story.
I always thought the Effies were the awards that showed we weren't all just a bunch of advertising wankers focussed on winning creative awards at the expense of our clients success. Apparently not! This decision must be reviewed if we are to have any credibility as an industry.