Abbott Mead Vickers BBDO, London earns AME Grand Award & AME Regional Platinum Award; Bindu Sethi, chief strategy officer, JWT India was AME Grand Jury member
BestMediaInfo Bureau | Delhi | March 19, 2012
The InternationalÂ AME AwardsÂŽ, now in its 18thÂ year of honoring The Worldâs Best Work in Advertising and Marketing Effectivenessâ˘,Â has announced the 2012 competition award winners. The Grand JuryÂ presented the AME Grand Award and AME Regional Platinum Award/Europe to Abbot Mead Vickers BBDO, England. Grey Melbourne, Australia/Asia-Pacific; Lowe & Partners, Columbia/South America; and Proximity Canada/North America were also honored with AME Regional Platinum Awards. All in all, the 2012 AME Grand Jury awarded 11 Gold AME Awards, 15 Silver, and 12 Bronze Awards to entries received from 27 countries worldwide. Social media marketing engagement strategies were a huge trend amongst this yearâs AME award-winning entries, and companies using engaged participation dominated the winnerâs circle.
Abbott Mead Vickers BBDO, England earned the coveted AME Grand Award and the AME Regional Platinum Award/Europe with âSandwich,â for client PepsiCo. The award-winning campaign for Walkers proved that any sandwich is more interesting with Walkers Crispsâincluding the sleepy village of Sandwich, England. Celebrities turned the small town of 6,800 into Britainâs most exciting place to be and generated 350 pieces of coverage across press, TV, and online along the wayâa ÂŁ3.3million advertising equivalent that helped Walkers grow their revenue from the âsinglesâ segment by 26%, beating the target by 11%.
The AME Grand Jury awarded three additional global agencies the AME Regional Platinum Award:
Grey Melbourne, Australia earned the Platinum AME Award/Asia-Pacific for âThe Ripple Effectâ for the Transport Accident Commission. The campaign uses a real fatal crash and social media to demonstrate how âEverybody hurts when you speed,â not just the people involved in the accident. Prompted recall of the campaign rose to 83%, one of the highest figures ever recorded. The media launch generated over AUD$1,500,000 worth of free media coverage and was captured on every major TV network.
Lowe & Partners, Colombia became the first South American agency to bring home a Regional Platinum AME Award with âOperation Christmas,â created for Program for the Humanitarian Attention to the Demobilized. To encourage FARC guerillas to come home and re-enter society, anti-guerrilla troops brought Christmas deep into the Colombian jungleâŚ by covering trees with Christmas lights. The messaging resulted in the demobilization of 331 FARC guerrillasâa 30% uplift from the previous year, worth $3.5m to the Colombian government.
Ken Epstein, AME Grand Jury member and senior director of advertising and media for Electronic Arts, USA, was deeply affected by âOperation Christmas,â saying "That was amazing. I had no idea things like this really happened in the world." AME Grand Jury member Tom Sather, director of professional services for Return Path, USA had this to say:Â âI absolutely love this campaign. It shows the power of advertising and how it can affect society in a positive way.â
Proximity Canada was awarded the AME Platinum Award/North America for âM&M's Find Redâ for client M&Mâs Mars. The agency created a first-of-its-kind, digital treasure hunt challenging Canadians to find the popular M&Mâs mascot by hiding clues hidden throughout Toronto, on Facebook, YouTube, product packaging, and Google Street View. The prize? A Smart Car (a red one, of course!). Players spent an average of over 19 minutes on the site, and within 30 days there were 8.4 million PR impressions, over 7 million QR Code poster views, and over 225,000 Twitter impressions, for a total of 15.6 million. The campaign also earned an impressive five AME Gold Awards.
âThis was a great idea. Great example of extending a campaign in new directions,â commented Ken Epstein, AME Grand Jury member and senior director of advertising and media for Electronic Arts, USA. Grand Juror Filippo DellâOsso, international planning director, TBWA FranceÂ commented on âM&M's Find Red,â calling the campaign âA great example of howâwhen a brand has clarityâopportunism combined with storytelling can serve a brand without the need for a brief.â
The 2012 AME Green Award was earned by Jung von Matt, Germany for âSave as WWFâ for client World Wildlife Fund for Nature.Â The campaign encouraged people around the world to actively reduce their paper consumption by introducing an unprintable file format. The campaign recorded over 200,000 clicks in four weeks on the microsite. The file format has been downloaded by over 61,000 companies and organizations from 183 countries, laying the foundation for sustainable protection and raising awareness of the connection between personal paper consumption and the clearing of primeval forests.
Other award-winning green-themed entries focusing on sustainability and conservation of natural resources include: Critical Mass, USA, earning a Gold AME Award for âThe New Carâ for NissanLEAF; and DDB Canada/Vancouver, earning an AME Bronze Award forÂ âBC Hydroâ for Power Smart.
The 2012 AME Grand Jury awarded a total of 11 Gold AME Awards. Proximity Canadaâs âM&M's Find Redâ for client M&Mâs Mars took the lead, earning fiveâthe most Golds earned by any country and in any single campaign. Germany tied Canada with five Gold Awards: Kempertrautmann GmbH, Germany earned three AME Gold Awards for Initiative Deutschland findet Euch (âThe Missing Childâ) for client Initiative Vermisste Kinder (âMissing Childrenâs Initiativeâ); Jung von Matt was honored with two Gold AME Awards, âSave as WWFâ for client WWF, and âKonzertmilch,â for Dortmund Concert Hall. And Definition 6 earned the United States a Gold AME Award for the âWhere Will Happiness Strike Nextâ campaign for client Coke.
AME Grand Jury member Bindu Sethi, JWT India chief strategy officer,Â referred to Jung von Matt, Germanyâs âKonzertmilchâ as âSimple and fantastic.â And juror Tom Sather, director of professional services for Return Path, USA commented,Â âThis is an absolutely brilliant campaign! I love the science behind the idea and how they used it for their messaging to grab the attention of a completely new audience. The ad slogan was also nothing short of great and the results made it clear that it worked. Bravo!â
The International AME Awards for Advertising and Marketing Effectiveness receives entries from over thirty countries. Since 1993, the competition has honored award winning campaigns that successfully demonstrate groundbreaking solutions to challenging marketing problems.