Leo Burnett Melbourne takes home the Grand Prix for #SPCSunday at 2014 APMA Star Awards

impossible.jpgThe Communications Council's Australasian Promotional Marketing Association (APMA) presented the 2014 APMA Star Awards tonight at the Shangri-La in Sydney.

Leo Burnett Melbourne had a successful evening receiving three gold awards for Peters Ice Cream, SPC Ardmona and 7-Eleven, as well as the coveted Grand Prix for #SPCSunday - a campaign which leveraged user-generated content to raise awareness and money for Australia's oldest and declining fruit processor, SPC Ardmona.
APO2452-Tui-Cricket-Website-Tile-KV-960x600-v1.jpgApolloNation and Buzz together scored two gold awards for DB Breweries, with ApolloNation taking home a further two golds for Carlton & United Breweries. Bashful and new entrant Edelman both received two for Kao Australia and Best&Less respectively. Gold awards were also presented to Graffitti Group for Transport Accident Commission, Whybin\TBWA Group Sydney for Insurance Australia Group, The Zoo Republic for Arnott's Biscuits, OMD for Frucor Beverages, and One Green Bean TimTam_Winton_50 Anniversary2-thumb-400x290-142365.jpgfor Virgin Media Game of Phones.
 
The Zoo Republic's campaign for Tim Tam 50th Birthday for client Arnott's Biscuits was also the winner of the new award Best Campaign Most Likely to Drive Behaviour which was consumer tested by IMI International.

The APMA Ignite Young Achiever award went to 27 year old Michelle Smith (The Zoo Republic), who was recognised for a string of impressive pitch and award achievements, as well as leading a number of important initiatives within her agency, such as developing a new process for creative and account service briefs and leading regular internal training sessions.
 
APMA chairman David Lo thanked this year's 39 judges and the Star Award sponsors.

Says Lo: "Congratulations to all of the 2014 winners and finalists. There was extremely tough competition this year, with a 32 per cent rise in entrants across a broad range of disciplines. There are gold winners from creative, experiential, PR and Media agencies this year, demonstrating a diverse mix of solutions for promotional marketing campaigns and helping to raise the bar for excellence in this field."
 
The complete list of APMA Star Awards winners follows:
 
GRAND PRIX
CAMPAIGN:     #SPCSunday             
CLIENT:            SPC Ardmona
AGENCY:        Leo Burnett Melbourne
 
APMA IGNITE YOUNG ACHIEVER OF THE YEAR
Michelle Smith (The Zoo Republic)
 
BEST INTEGRATED COMMUNICATIONS CAMPAIGN (UNDER $1 MILLION)
Gold
CAMPAIGN:     Maxibon 'Hangryman'
CLIENT: Peters Ice Cream     
AGENCY: Leo Burnett Melbourne
 
BEST INTEGRATED COMMUNICATIONS CAMPAIGN (OVER $1 MILLION)
Gold
CAMPAIGN: Victoria Bitter Live Ashes Scoreboard
CLIENT: Carlton & United Breweries 
AGENCY: ApolloNation and Buzz
 
BEST SPONSORSHIP OR TIE-IN CAMPAIGN
 Gold
CAMPAIGN:     TAC - Support the Drive to Wipe Off 5
CLIENT: Transport Accident Commission
AGENCY: Graffiti Group
 
BEST SHOPPER MARKETING CAMPAIGN
Gold
CAMPAIGN: The LAB Experience
CLIENT: Best&Less
AGENCY: Edelman
 
MOST INNOVATIVE IDEA/CONCEPT
Gold
CAMPAIGN: Victoria Bitter Live Ashes Scoreboard
CLIENT: Carlton & United Breweries 
AGENCY: ApolloNation and Buzz
 
BEST BRAND BUILDING CAMPAIGN
Gold
CAMPAIGN: Tui - Catch a Million
CLIENT: DB Breweries
AGENCY: ApolloNation
 
BEST BUSINESS-TO-BUSINESS CAMPAIGN (BUSINESS TRADE OR INTERNAL)
Gold
CAMPAIGN: KMS Shags
CLIENT: Kao Australia
AGENCY: Bashful

BEST CAMPAIGN MOST LIKELY TO DRIVE BEHAVIOUR
Winner
CAMPAIGN: Tim Tam 50th Birthday
CLIENT: Arnott's Biscuits
AGENCY: The Zoo Republic
 
BEST RETAIL ACCOUNT SPECIFIC OR CHANNEL SPECIFIC CAMPAIGN
Gold
CAMPAIGN: The LAB Experience
CLIENT: Best&Less
AGENCY: Edelman
 
BEST EVENT OR EXPERIENTIAL MARKETING CAMPAIGN
Gold
CAMPAIGN: NRMA Crashed Car Showroom
CLIENT: Insurance Australia Group
AGENCY: Whybin\TBWA Group Sydney

BEST USE OF SOCIAL MARKETING IN A CAMPAIGN
Gold
CAMPAIGN: #SPCSunday
CLIENT: SPC Ardmona
AGENCY: Leo Burnett Melbourne
 
BEST ACTIVITY GENERATING BRAND AWARENESS AND TRIAL
Gold
CAMPAIGN: Tui - Catch a Million
CLIENT: DB Breweries
AGENCY: ApolloNation
 
BEST ACTIVITY GENERATING BRAND VOLUME
Gold
CAMPAIGN: Tim Tam 50th Birthday
CLIENT: Arnott's Biscuits
AGENCY: The Zoo Republic
 
BEST ACTIVITY GENERATING BRAND LOYALTY
Gold
CAMPAIGN: Slurpee 'Xpandinator'
CLIENT: 7-Eleven
AGENCY: Leo Burnett Melbourne

BEST SMALL BUDGET CAMPAIGN ($75,000 AND UNDER)
Gold
CAMPAIGN: V Take Me to FMF
CLIENT: Frucor Beverages
AGENCY: OMD Australia

BEST USE OF CREATIVE IN A CAMPAIGN
Gold
CAMPAIGN:     KMS Shags
CLIENT: Kao Australia
AGENCY: Bashful
 
BEST USE OF DIGITAL IN A CAMPAIGN
Gold
CAMPAIGN: Virgin Mobile Game of Phones
CLIENT: Virgin Mobile Australia
AGENCY: One Green Bean

8 Comments

Hang on said:

But SPC SUNDAY was started before Leos did it?

Confused said:

Having not heard of SPC Sunday I wanted to find out more. So I did and now I'm confused.

http://www.smh.com.au/national/spc-sunday-campaign-boosts-sales-for-spc-ardmona-20140210-32cso.html

http://nofibs.com.au/2014/02/10/lindadrummond/

#leosorlinda

Listen said:

Watch the case again, it clearly states that Linda is the creator of the idea, SPC (Leo's) helped escalate it. They're not claiming the idea!

@Listen said:

Where's the case? Link?

wheres the case study? said:

?

Once was there said:

And Grey continues to win for TAC.

Leo Burnett Melbourne said:

Here's the case study everyone - https://www.youtube.com/watch?v=M7SkLc7X5gg

If you'd like to know more, please get in touch.

What? said:

Win a Grand Prix for 'escalating' something that was already escalated?

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