The Box wins Marketing Program of the Year at national AMI Awards for Marketing Excellence

Curtin University’s ‘The Box’ campaign has won the Marketing Program of the Year award at the Australian Marketing Institute Awards for Marketing Excellence, announced in Melbourne last night.

Created by Perth’s The Brand Agency and Longtail, The Box© was developed as a category-changing, digital tool to help students through their final year of high school and the transition to university. The Box© helped Curtin reverse a two year decline in market share of school leaver first preferences, double its market share growth objective and close the gap on its major competitor by 5.35%. The Box© delivered a return on investment of almost $6 for every $1 spent and reduced Curtin’s expenditure on media and advertising.

“This is an outstanding campaign that highlights marketing’s shift fromtraditional areas to its importance in the growing education sector,”said Mark Crowe.

The Box, which also won the Education category, was the only campaign from WA to win at the awards. 

George Patterson Y&R picked up two awards, winning in the consumer insights category for Colgate-Palmolive’s ‘Thanks Mum’ campaign for Cuddly and the marketing to consumer award for Cadbury’s ‘It’s No Picnic’.

GPY&R MD Phil McDonald said: “It’s great for our agency and ourvalued clients to be acknowledged by our marketing peers. Both our Cuddly andPicnic campaigns were category breakers and extremely effective and that’s thebusiness we are in at the end of the day”.

Category Winners were:

Brand Extension

Farmers Union Iced Coffee: Brand Legend Gets FUIC’ed and Wins 9.5% Growth, AJF Partnership, Melbourne

Brand Revitalisation

Leading the Category into Premiumisation to Overcome the Rise of Private Label Commoditisation, La FAMIGLIA / Goodman Fielder

Consumer Insight

Thanks Mum, Colgate Palmolive and George Patterson Y&R, Sydney

Corporate Social Responsibility

How a little ‘Hope, Love and Courage’ revitalised one of Australia’s longest standing charity fundraisers, phdcreative and DDB

Education

The Box, Curtin University

Experiential and Brand Experiences

Darwin – Mix It Up!, Tourism NT

Green Marketing

Townsville Queensland Solar City, Ergon Energy

Incentive Marketing

Europe. Almost as beautiful as the journey, Kaleidoscope Marketing and Emirates

Internal Marketing

CSC (Australia) FY10 Leave Competition: Life Beyond the Laptop, CSC

Loyalty Programs

Know Your IBM, CiEvents

Marketing Communications (Business to Business)

Overhead Powerlines Safety, Ergon Energy

Marketing Communications (Business to Consumer)

Picnic. It’s No Picnic, Kraft Foods

Multimedia and Interactive

Ask Richard, Naked Communications

New Brand

CLEM7. The tunnel that became a Brisbane icon, RiverCity Motorway

New Product/Service Launch

Nature’s Own Complete Sleep, Sanofi-aventis Consumer Healthcare

Relationship Marketing

Growing HCF’s member base through its members, HCF (The Hospitals Contribution Fund of Australia Limited)

Social Marketing

Anti Drug Driving 09/10, Motor Accident Commission

Sponsorship

Fantastic Noodles Surfing Sponsorship, Fantastic Snacks