Social Media Marketing Movements Dominate the Shortlist
BestMediaInfo Bureau | Delhi | February 21, 2012
The InternationalÂ AME AwardsÂź, now in its 18th year of honoring The Worldâs Best Work in Advertising and Marketing EffectivenessÂ âą,Â announced the Shortlist for the 2012 competition. TheÂ Grand Jury, comprised of interactive and multidisciplinary marketers, planners, and creatives, selected the Shortlist from entries submitted from 27 countries worldwide.
Entries achieving Shortlist status exhibited a trend toward social media marketing movements, with an increase in cause marketing, sustainability strategies, and community building. The Shortlist was dominated by campaigns that focused on engaged participation, public responsibility, and community activism. Brands employed crowd sourcing, word-of-mouth advertising, and even anti-advertising in their efforts to gain traction for their clients.
The 2012 AME Grand Jury had this to say about this yearâs entries:
âWord of mouth advertising is gaining even more space. Creatives are trying to find the best way to make people talk and spread messages about their clients. Social Media became a pop star. Share and Like became powerful tools to spread ideas.â -Ricardo Gandolfi, Founder and Creative Director Terremoto, Brazil (North American/Latin American Grand Jury)
âSome of the best work is anti-advertising and flips traditional ad formats and celebrity endorsements around to create breakthrough,â said Robert Mitchell, Managing Director Zed Communications, Dubai, Abu Dhabi, Doha, Kuwait, Oman ( Europe/Middle East & Africa Grand Jury)
âI saw a lot of campaigns linking themselves with current events, making themselves more relevant to the market,â commented Brandie Tan,Â Executive Creative Director BBDO Guerrero Proximity, Philippines (Asia-Pacific Grand Jury)
Strategic celebrity involvement helped achieve stellar results for the following Shortlisted entries: Abbott Mead Vickers BBDO England âSandwichâ for Pepsico;Â DDB New York âThe Fabric of My Lifeâ for Cotton Incorporated; Heimat Berlin, âDon't give up!â for McFit; DDB China Group, â36 Stratagems of Streetballâ for Gatorade; and Tribal DDB Worldwide, âBrotherhood of the Grillâ for Kingsford.
Shortlisted entries linked to current events include: TBWA HAKUHODO, Japan, âAriel Cheers for Youâ Project; Lowe & Partners Columbia, âOperation Christmasâ for Program for the Humanitarian Attention to the Demobilized; Grabarz & Partner Werbeagentur GmbH, âTrojan Shirtâ for EXIT-Deutschland; and Jung von Matt, âKonzertmilchâ for Dortmund Concert Hall.
Green-themed entries focusing on sustainability and conservation of natural resources also advanced to the next round: Jung von Matt, Germany, âSave as WWFâ for WWF; DDB Canada / Vancouver,Â âBC Hydroâ for Power Smart; and Critical Mass, USA, âThe New Carâ for Nissan LEAF.
Germany did exceptionally well in this yearâs competition with 26 entries achieving Shortlist status. And social media once again played a major role, with multiple entries mobilizing community support including: Kempertrautmann GmbH, Hamburgâs entry Initiative Deutschland findet Euch (âThe Missing Childâ)â for Initiative Vermisste Kinder (âMissing Childrenâs Initiativeâ). The campaign used Facebook, interactive maps, and community activism to initiate the largest-ever search party for missing children. Ogilvy Frankfurtâs entry, âFrankfurt Builds the New Staedelâ rallied the people of the city to act as ambassadors for the Museumâs 5 million-dollar expansion project.Â Jung von Matt, Hamburg created âClub der TĂ¶chterâ for client Nike, reinterpreting the brand for young women by initiating a virtual Facebook running club that brought together over 6000 women in Germany, Austria, and Switzerland. Reinclassen GmbH & Co. KG, Hamburgâs âI Push for Youâ for Hochbahn public transit system reinforced the publicâs overall feeling of safety and bolstered civic courage after recent attacks.
12 entries from the United States were selected for the Shortlist, along with 11 from Canada, 6 from Japan, 4 from Australia, and 2 from England. China, Columbia, France, and the Netherlands were each recognized with a single Shortlist entry.
A partial list of prominent agencies receiving Shortlist status includes:
Click here to view the 2012 AME Awards Shortlist.
Since 1994, the AME AwardsÂ Grand JuryÂ has recognized work that successfully demonstrates ground-breaking solutions to challenging marketing problems. Entries are judged in 3 rounds. Round 1 results in the Shortlist; all entries in this round are scored by jurors from their region, top industry professionals who have a clear understanding of the worksâ culture and markets, allowing for a more fair evaluation of each entry. Round 2 is also judged by region and determines which Shortlisted entries deserve a Bronze, Silver, or Gold AME Medal, and which become Finalists. In Round 3, all entries earning a Gold AME Medal in the previous roundâregardless of regionâare judged by the entire Grand Jury to declare the regional Platinum AME Awards
The 2012 International AME Awards regional competitions and juries include 3 regions: Asia-Pacific, Europe/Middle East & Africa, and North America/Latin America. The jury membersâ expertise within their markets allows AME Awards regional entries to be judged with cultural background and relevance
AME Awards employs an enhanced scoring process to improve the accuracy of each entryâs score. The Grand Jury is asked to evaluate entries according to four principals, each with its own individual scoring weight: Challenge/Strategy/Objective - 20%; Creativity - 25%; Execution - 25%; and Results/Effectiveness - 30%.