303Lowe Perth wins Grand Effie Award for The Office of Road Safety of WA's 'Enjoy The Ride'
303Lowe has been awarded the Grand Effie tonight 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 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, 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 - 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.
Woohoooo well done 303 and ORS you bloody legends!!!!! x
A nice win for a very fine campaign. Congratulations to all involved.
Martin Trevaskis
Well done 303. Congratulations well deserved.
That's an effing good win. Congrats to all.
Congratulations 303!! For the benefit of the Perth advertising community (especially the Planners) I hope the entry is shared in a presentation/forum? Would be great to share the impact of the campaign with Marketers around Perth to show what's possible with some dedication to consumer planning and a creative approach.
Sharing the impact of a campaign that didn't work???? Read the documents from the government.