Fast food campaigns and stunts dominate this year's ADMA AC&E and AMY Awards winners

Fast food providers, KFC and Hungry Jacks, dominated the brand work winning awards at ADMA’s first combined AC&E and AMY Awards night in Sydney last night.

KFC’s agency partner, Ogilvy, won six AC&E Awards during the evening for its work with the QSR, including Creative and Effectiveness Campaign of the Year, Best Innovation, Best Campaign Using New Technology, Best Loyalty Program and Best Stunt, Experience or Activation.

The awards recognised three KFC campaigns: Fan engagement via the video ref during the NRL; ‘The greatest loyalty program no one knew they were part of’; and a stunt known as ‘How putting a bucket on heads achieved KFC’s best ever sales results’.

Agency player, Adrenalin, meanwhile took out three AC&E Awards – Best Use of Mobile Marketing, Best Digital Design or Craft and Best UX – along with three AMY Awards – Utility – Product, Customer Engagement – Product and Customer Acquisition – Product & Campaign – for its work on the Hungry Jacks mobile app.

Other multi-award winners on the night across AC&E categories included ALDI Australia’s  ‘Santa Crashes Christmas’ campaign created in partnership with BMF, which won Best Use of Craft Within an Advertising Campaign as well as a Pinnacle Courageous Client Award; Kayo Sport’s ‘0 to 100’ campaign, which secured Best Use of Search and Best Use of Mobile Marketing;  and Telstra Prepaid’s ‘I’m not worried about data’ campaign with The Monkeys, which took out Best Acquisition Strategy and Best Use of Traditional Channels.

The other top-tier Pinnacle winner was BMW Dentsu and Latitude Financial for the ‘Boxing Day pre-sale’ campaign, which was recognised for the best use of data overall.

On the AMY side, Deakin University’s ‘Mind Racer’ 2018 Open Day activation was a multi-award winner, securing Education Award –Campaign; Customer Engagement Awards – Campaign; and Trailblazing Award – Campaign.

The AMY Grand Prix Award was presented to Romeo Digital and Surf Life Saving Queensland for the ‘Life-Fi’ initiative, bringing free Wi-Fi to Australian beaches in order for consumers to connect to lifeguards on duty and receive beach safety updates in multiple languages.

During the night, the combined event saw a whopping 25 AC&E Awards and 15 AMY Awards presented, with a heavy emphasis on external or in-house agency work. Just three individual awards were part of the night under the 30Below category: Young Marketer of the Year (Belle Tayler, Nine); Young Creative of the Year (James Dall, Brains); and Young Strategist of the Year (Simon Thujis, The Brand Agency).

For ADMA CEO, Andrea Martens, the night was all about recognising the “inseparability” of creative and strategy, as well as digital within modern marketing.  

“The calibre of the work and those who won are testament to our belief that creativity and strategy produce the best results when working hand-in-hand,” she said.    

2019 AC&E winners:

Pinnacle - Best Use of Data Awards

Boxing Day Pre Sale | BMW Dentsu | Latitude Financial

Pinnacle - Innovation Awards

The greatest loyalty program no one knew they were a part of | Ogilvy | KFC

Pinnacle - Courageous Client Awards

ALDI Australia Santa Crashes Christmas | BMF | ALDI Australia

Pinnacle - Creativity & Effectiveness Campaign of the Year Awards

The greatest loyalty program no one knew they were a part of | Ogilvy | KFC

30Below - Young Marketer of the Year

Belle Tayler | Nine

30Below - Young Creative of the Year

James Dall | Brains

30Below - Young Strategist of the Year

Simon Thujis | The Brand Agency

Best Data-driven Media Campaign

More Doors Are Open to Your Card | Ogilvy | American Express

Best Not-For-Profit Campaign

Give a $#*! About Your Bowel | BMW Dentsu | Bowel Cancer Australia

Best Stunt, Experience or Activation

How putting a bucket on heads achieved KFC's best ever sales results | Ogilvy | KFC

Best Campaign on a Small Budget

Signet introduces 'Canmaster Smash' - Integrated Campaign | Signet

Best Campaign Using New Technology

Viewer Verdict: How the NRL video ref got people eating KFC | Ogilvy | KFC

Best Data Strategy

National Cloud Life-cycle Acquisition Campaign | Deakin University

Best Integrated Campaign

Nature Knows Best | The Brand Agency | Water Corporation

Best Use of Traditional Channels

Telstra Prepaid - I'm Not Worried About Data | The Monkeys | Telstra

Best Use of Social Media Platforms

5 Days in a State of Wonder | TBWA\Adelaide | South Australian Tourism Commission

Best Use of Search

Kayo Sports: 0 to 100 | Kayo Sports

Best Use of Mobile Marketing

Kayo Sports: 0 to 100 | Kayo Sports

Best Use of PR or Content

Signs of Love | TBWA\Melbourne | ANZ Bank

Best Loyalty Program

The greatest loyalty program no one knew they were a part of | Ogilvy | KFC

Best Retention Program

Paste Invaders | Guild Insurance

Best Acquisition Strategy

Telstra Prepaid - I'm Not Worried About Data | The Monkeys | Telstra

Best Digital Design or Craft

Hungry Jack's Official Mobile App | Adrenalin | Hungry Jack's

Best Use of Craft Within an Advertising Campaign

ALDI Australia Santa Crashes Christmas | BMF | ALDI Australia  

2019 AMY Award winners:

AMY Grand Prix Award

Life-Fi | Romeo Digital | Surf Live Saving Queensland

AMY Award for Collaboration

Lights On - Behind the Scenes of Vivid Sydney | Destination NSW + Nightjar

Social Good Awards – Product & Campaign

Pick My Project | Department of Premier and Cabinet Victoria

Healthy Living Awards – Product

Our Special Island | Australian Government Department of Foreign Affairs & Trade

Education Awards - Product

First Aid Action Hero | Conduct | St John's Ambulance Victoria

Education Awards - Campaign

Mind Racer | Deakin University

Utility Awards - Product

Hungry Jack's Official Mobile App | Adrenalin | Hungry Jack's

Utility Awards – Campaign

Online Services for Agents | Australian Taxation Office

Customer Engagement Awards – Product

Hungry Jack's Official Mobile App | Adrenalin | Hungry Jack's

Customer Engagement Awards – Campaign

Mind Racer | Deakin University

Customer Retention - Product & Campaign

Warm Up, Tune Up | MLC

Customer Acquisition - Product & Campaign

Hungry Jack's Official Mobile App | Adrenalin | Hungry Jack's  

Customer Efficiency Awards – Product & Campaign

12 Holidays of Christmas | Qantas Airways

Trailblazing Awards – Product

Life-Fi | Romeo Digital | Surf Live Saving Queensland

Trailblazing Awards - Campaign

Mind Racer | Deakin University | Deakin University

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