Grey Melbourne scores Platinum AME Award for TAC ‘The Ripple Effect’ at international AME Awards in New York – AMV/BBDO takes out Grand Award for Walkers ‘Sandwich’ campaign

March 17 2012, 10:10 am | BY Lynchy | No Comments

Screen shot 2012-03-17 at 10.27.39 AM.jpgScreen shot 2012-03-17 at 10.17.34 AM.jpgAMV/BBDO, London took out the Grand Award and AME Regional Platinum Award/Europe at the International AME Awards in New York last night for its Walkers ‘Sandwich’ campaign.

Grey Melbourne took out the Platinum AME Award/Asia-Pacific for “The Ripple Effect” for the Transport Accident Commission. The campaign uses a real fatal crash and social media to demonstrate how ‘Everybody hurts when you speed,’ 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 A$1,500,000 worth of free media coverage and was captured on every major TV network.

Leo Burnett, Melbourne won two Bronze awards for Slurpee ‘Bring your own cup day’.

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 year’s AME award-winning entries, and companies using engaged participation dominated the winner’s circle.

 

Steve Coll.jpgThe award-winning campaign for Walkers – the co-creative director was Steve Coll, now ECD at Euro RSCG, Sydney – which also took out the Cannes Creative Effectiveness Grand Prix last year – proved that any sandwich is more interesting with Walkers Crisps–including the sleepy village of Sandwich, England. Celebrities turned the small town of 6,800 into Britain’s most exciting place to be and generated 350 pieces of coverage across press, TV, and online along the way–a £3.3million advertising equivalent that helped Walkers grow their revenue from the “singles” segment by 26%, beating the target by 11%.

                                                       

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.

 

View the 2012 International AME Award Winners here.