MAA Globes Awards

2009 GlLOBES Awards Results
October 20 2009
The Langham Hotel, Boston, USA

The McDonald’s “Cheer for China” Campaign from DDB Shanghai & Tribal DDB Shanghai, showed that in an Olympic year when China was showcased to the World, over 27 million people could turn McDonald’s “I’m lovin’ it” creative to a cheer for their local heroes…

“I’m lovin’ it, when China wins”. “McDonald’s Cheer for China” wins the GLOBE for the BEST OF THE BEST IN THE WORLD at the 24th MAA GLOBES Recognition Program.

48 GLOBES, Silver and Bronze Awards, as well as Orders of Merit Certificates in 16 Entry Categories, were announced at the 24th annual MAA GLOBES Award Ceremony at The Langham Hotel, Boston, USA tonight.

Kieran Killeen, President of MAA Worldwide, paid tribute to the high quality of entries received for this year’s program "The MAA GLOBES has continued to set the pace in terms of its ability to deliver Global reach. Each year the quality of entries received sets the bar higher over previous years. We pay tribute to the Marketers all around the globe who recognize the role that promotional marketing initiatives play in delivering exceptional results for their companies, and acknowledge the talent within their respective agencies who strive to deliver strategic, creative and executional excellence on an continuous basis"

“The Best of the Best in the World, is just that. To be eligible for a MAA GLOBE, Campaigns must first be a winner in their own Country or Region.

The quality of the Campaigns and the competition between them is significantly higher this year, making the task of the International Judging Panel ever more difficult. This year we saw much more diversity in the executions spread across all Categories. Congratulations to the Winners” ... Mike Da Silva. VP Marketing. MAA GLOBES.

THE BEST OF THE BEST FROM AROUND THE GLOBE!

The MAA GLOBES recognizes the very Best of the Best in Promotion Marketing Award Programs that are run around the globe. The GLOBES’ Country Partners are: AMPRO from Argentina, the APMA Stars from Australia & New Zealand, CAMPRO from Brazil, CAPMA PROMO Awards from Canada, the Promotion Planning Awards from Japan, the PMAA Dragons from Asia, the Silver Mercury’s from Russia, the ISP Awards from the UK and the PMA REGGIES Awards from the USA. Country entries were also received from Ireland.

114 judges from 22 Countries, representing Agencies, Clients, Academia, Media and Industry Associations carried out the 2009 Judging process between July and September.

THE 2009 WINNERS

Best Integrated Communications Campaign
GLOBE. Blue Chip Marketing (Manchester) United Kingdom for “Kellogg’s Zookeeper”
Silver. The Marketing Arm USA for “AT&T Team USA Soundtrack”
Bronze. Wunderman Cato Johnson Argentina for “Don’t Touch the Label”
Order of Merit. TBWA\WHYBIN\TEQUILA New Zealand for “This is not a Jersey / AdiThread”
Order of Merit. Capital C Canada for Dove “Sleepover for Self Esteem”
Order of Merit. McCann Erickson Malaysia for “Cornetto Love Sparks”
Order of Merit.Draftfcb/Razorfish/Digitas/MediaVest/Weber Shandwick USA for “Oreo DSRL”
Order of Merit. Bates 141 Vietnam for “Mobi365, Redefining Rural Living in Vietnam through Connectivity”

Best Sponsorship or Tie-In Campaign
GLOBE. DDB Shanghai, Tribal DDB Shanghai China for “McDonald’s Cheer for China”
Silver. Blue-Chip Marketing United Kingdom for “White Invite”
Bronze. Euro RSCG Australia for “The Quantum Code”
Order of Merit. Apollo Marketing Australia for “VB Top Ticket”
Order of Merit. Graffiti Australia for “Believe”
Order of Merit. Jagran Solutions India for “Gatorade Pacers 2008”
Order of Merit. Blue Chip Marketing (Manchester) United Kingdom for “Kellogg's Zookeeper”
Order of Merit. The Big Kick Company United Kingdom for “Walkers Brit Trips”

Best Use of Direct Marketing in a Promotion Campaign
GLOBE. FUSE Marketing Group Canada for “Tetley Halloween Ambassador Program”
Silver. Tequila India for “The Big Bangle Promotion”
Bronze. The Marketing Store Sydney Australia for “Smirnoff Secret Party Wristband Mailing”
Order of Merit. CraveroLanis BTL Argentina for “Looking for snow”
Order of Merit. Blitz – Cossette Canada for “Clear the Way Campaign”
Order of Merit. OSL Marketing Canada for “Aeroplan Loyalty Program”
Order of Merit. Jagran Solutions India for “Disney Ratatouille Mailer”
Order of Merit. The Pulse Group United Kingdom for “Bell’s. Rich with Flavour, Full of Life”

Best Innovative Idea or Concept
GLOBE. TBWA\WHYBIN\TEQUILA New Zealand for “Man Vending Machine”
Silver. BOOM! Marketing Canada for “Booby Wall”
Bronze. Blue Chip Marketing (Manchester) United Kingdom for “Kellogg’s Zookeeper”
Order of Merit. Clemenger Fusion Australia for “Four'N Twenty Magic Salad Plate”
Order of Merit. R&I Group Russia for “STIMOROL ICE LIQUID CENTER - LIQUID'ation of communication problems”
Order of Merit. OgilvyAction United Kingdom for “Grim Tales”
Order of Merit. AKQA USA for “The Lost Ring”
Order of Merit. Momentum Worldwide USA for “How Sweet the Sound”

Best Digital Communications Campaign
GLOBE. The Marketing Arm USA for “AT&T Team USA Soundtrack”
Silver. TBWA\WHYBIN\TEQUILA New Zealand for “This is not a Jersey / AdiThread”
Bronze. Civic Entertainment Group USA for “Power of the Letter”
Order of Merit. Wunderman Australia for “One in a Billion”
Order of Merit. DDB Shanghai, Tribal DDB Shanghai China for “McDonald’s Cheer for China”
Order of Merit. Hungama Digital Media Entertainment India for “Ghajini- findghajini.com”
Order of Merit. Wax Communications United Kingdom for “Waterstone’s - The Big Book Bank”
Order of Merit. AKQA USA for “The Lost Ring”

Best Brand-Building Campaign
GLOBE. OgilvyAction Japan for “KOOL Discovery”
Silver. OgilvyAction Canada for “Maxwell House “Brew Some Good””
Bronze. Grey Group – Hong Kong for “Pringles Express Yourself”
Order of Merit. Wunderman Australia for “One in a Billion”
Order of Merit. 30Thirty Australia for “Jump Start Your Day with Nutella”
Order of Merit. Apollo Marketing New Zealand for “Export Yourself”
Order of Merit. Leo Burnett, Toronto Canada for “Be Proud Of Your Wiener”
Order of Merit. OgilvyAction United Kingdom for “Rainforest Alliance Certification”

Best Business to Business Campaign
GLOBE. Blue Chip Marketing (Manchester) United Kingdom for “3M Deal Or No Deal”
Silver. Kaleidoscope Marketing Communications Australia for “Europe is only a Heartbeat Away”
Bronze. ICICI Bank India for “ICICI Bank Talkies on the Move”
Order of Merit. Apollo Marketing Australia for “Coca-Cola 7 Eleven ‘Go for Gold’ Trade Promotion”
Order of Merit. Solutions|Digitas India for “Thompson Press Digital “Champi Wala””
Order of Merit. Progression Russia for “Progression On-line Party”
Order of Merit. Mindshare Russia for “Motorola Sexy Bluetooth Launch”
Order of Merit. Civic Entertainment Group USA for “CNN Grill: 2008 Election Coverage”

Best Trade Marketing or Account Specific Campaign
GLOBE. Lunchbox USA for “Unilever Soundcheck”
Silver. Leo Burnett Australia for “Colgate Invisible Nasties II”
Bronze. Ogilvy & Mather Advertising Taiwan for “Who can make her smile? The Unsmiling Tsarevna ”
Order of Merit. Evocatif Australia for “Take a holiday from fees”
Order of Merit. Future Group Brazil for “Nestle Torce por voce”
Order of Merit. Capital C Canada for “Sunlight Eco-Action Kids Awards Program”
Order of Merit. Grey Group Malaysia for “Sensodyne Chill Test”
Order of Merit. Wax Communications United Kingdom for “Waterstone’s – The Big Book Bank”

Best Event or Experiential Marketing Campaign
GLOBE. MacLaren Momentum Canada for “American Express Presents Dinner in the Sky”
Silver. Action! Agency Russia for “Coca-Cola light Sampling: Live Vending Machines”
Bronze. Oasis USA for “Nickelodeon’s Slime Across America”
Order of Merit. The Shop Australia for “Do You Have the Edge?”
Order of Merit. Branded Moments of Truth United Kingdom for “The Real Fast Food Show”
Order of Merit. Mirrorball USA for “Spirit of Amsterdam’
Order of Merit. Momentum Worldwide USA for “How Sweet the Sound”
Order of Merit. MASS Hispanic Marketing for “HUGGIES® and PULL-UPS® El Incomparable

Tren De Vida De Mamá”

Best Activity Generating Brand Loyalty
GLOBE. Mudra Communications India for “Women on wheels – The TVS Institute”
Silver. Blue Chip Marketing (Manchester) United Kingdom for “Kellogg’s Wake Up To Breakfast”
Bronze. Solutions|Digitas India for “Aviva Dollar Dreams”
Order of Merit. Apollo Marketing New Zealand for “Export Yourself”
Order of Merit. Capital C Canada for “Dove Sleepover for Self Esteem”
Order of Merit. B STREET Canada for “2008 iCoke Holiday Program”
Order of Merit. Dentsu Young & Rubicam Japan for “Ensure Liquid 20th Anniversary Campaign”
Order of Merit. Oasis USA for “Nickelodeon’s Slime Across America”

Best Effective Long Term Marketing Campaign
GLOBE. Wunderman Cato Johnson Argentina for “Don’t Touch the Label”
Silver. Marketing Network Ireland for “Odlums Pancake Party”
Bronze. Intigus Malaysia for “Maybank Treats Fair”
Order of Merit. Umbigo do Mundo Comunicação Brazil for “GiraSurpresa”
Order of Merit. DRAFTCB Canada for “Coors Light Mystery Mansion 2008 “Bring us Your Brave”
Order of Merit. Inventa Canada for “Motrin IB My Game My Pain”
Order of Merit. Candid Marketing India for “ESPN Star Sports “Learning Ground”
Order of Merit. Gigunda Group USA for “Charmin NYC Restroom Experience”

Best Dealer or Sales Force Activity
GLOBE. TBWA \ TEQUILA Malaysia for “MICHELIN: Mission to Macau”
Silver. Wunderman Cato Johnson Argentina for “Lan Airlines”. “Lan low Budget”
Bronze. Solutions|Digitas India for “Aviva Dollar Dreams”
Order of Merit. Smash Beyond the line S.A. Argentina for “Lanzamiento Euro Diesel”
Order of Merit. PR kvadrat Belarus for “Extra Tips!”
Order of Merit. Espresso Canada for “Summer Sales Road Trip”
Order of Merit. Capital C Canada for “Nissan/Infiniti Dealer Web Program”
Order of Merit. Arc Worldwide USA for “Building Blocks”

Best Brand Awareness & Trial Campaign
GLOBE. R&I Group Russia for “STIMOROL ICE LIQUID CENTER - LIQUID'ation of
communication problems”
Silver. OgilvyAction United Kingdom for “Grim Tales”
Bronze. Mango Communications New Zealand for “Cranial Billboards”
Order of Merit. FUSE Marketing Group Canada for “Tetley Halloween Ambassador Program”
Order of Merit. TBWA\WHYBIN\TEQUILA New Zealand for “Man Vending Machine”
Order of Merit. Action! agency Russia for “Coca-Cola light Sampling: Live Vending Machines”
Order of Merit. Synergy Events USA for “Wachovia Way2Save Challenge Tour”
Order of Merit. JWT Vietnam for “Credit Card Launch – Can’t Shake it Off?”

Best Activity Generating Brand Volume
GLOBE. Arnold Worldwide USA for “Wal-Mart AC/DC Launch”
Silver. Blue-Chip Marketing United Kingdom for “White Invite”
Bronze. Blue Chip Marketing (Manchester) United Kingdom for “Kellogg’s Wake Up To Breakfast”
Order of Merit. Clemenger Fusion Australia for “Four’N Twenty Magic Salad Plate”
Order of Merit. MacLaren Momentum Canada “As the Cookie Crumbles”
Order of Merit. Bates 141 Singapore for “Celebrating Singapore’s Heroes”
Order of Merit. Ogilvy & Mather Advertising Taiwan for “Virtual vs Real”
Order of Merit. Blue Chip Marketing (Manchester) United Kingdom for “3M Deal Or No Deal”

Best Cause or Charity Marketing Campaign
GLOBE. Evocatif Australia for “Lowering the Nation’s Cholesterol”
Silver. Sob Medida Comunicação Brazil for “Retratos da Coragem (Portraits of Courage)”
Bronze. Leo Burnett Australia for “Earth Hour 2”
Order of Merit. CraveroLanis BTL Argentina for “Recycle”
Order of Merit. Grey Australia for “Road Safety Christmas Enforcement”
Order of Merit. BOOM! Marketing Canada for “Booby Wall”
Order of Merit. The Grupo Sorbetero Company Philippines for “Secret Santa Bazaar”
Order of Merit. iris nation United Kingdom for “Highways Agency – Don’t Be That Guy”

Best Small Budget Campaign
GLOBE. Mazah – Live Marketing Brazil for “Don’t Let Rubella In”
Silver. Boom! Marketing Canada for “Help Hunger Disappear”
Bronze. Tequila India for “The Big Bangle Promotion”
Order of Merit. Believe Marketing Services Brazil for “Usina Da Barra”
Order of Merit. Mudra Communications India for “Park Avenue – Iron Man”
Order of Merit. R&I Group Russia for “No wires – no troubles!”
Order of Merit. Progression Russia for “Progression On-line Party”
Order of Merit. Civic Entertainment Group USA for “CNN Community Outreach”

The Best of the Best in the World GLOBE

DDB Shanghai, Tribal DDB Shanghai China for “McDonald’s Cheer for China”

McDonald’s, a foreign Company, wanted to be more than just one of 56 or so Sponsors of the 2008 Beijing Olympics. DDB China and their sister, DDB Tribal Shanghai, found a way for them to become an integral part of it.

The “I’m lovin it when China Wins” campaign brought the 2008 Olympics to the people and became a movement for millions all over the country.

The Agencies seamlessly weaved the global tagline into everyone’s dream, for China to win the most medals and lead the World and a cheer. Millions had a chance to connect with the Olympics by learning a special cheer and performing it every time China won.

Using a viral interactive campaign, video “cheering stations” in McDonald’s stores and even a “Cheer for China Online Reality Show” the Promotion culminated in a Guinness World Record with the Winners of the Promotion and 1,200 cheerers, outside the Olympic Bird’s Nest Stadium.

For more information go to: www.maaw.orgor contact:

Mike Da Silva, Vice President. MAA GLOBES
mdasilva@mdsa.com.au

Keith McCracken, Executive Director, MAA Worldwide
keith.mccracken@maaw.org

McDonalds| Cheer for China

DDB Shanghai has won the Gold award at the MAA Globes Awards for the “Cheer for China” campaign developed for McDonalds during the Beijing Olympics. The award continues the Gold awarded at the China Effies in 2008.

As an official sponsor of the Beijing Olympics McDonald’s were keen to find a way to join every Chinese person to the games. The McDonald’s slogan, “I’m loving it” was adapted to become “I’m loving it… China Win!”, a cheer to be used throughout the country.

A “cheering station” was designed, complete with webcam, microphone, interactive screen and web access. Every customer who went into the station could record their own video of a cheer for China and transfer the results to the McDonald’s China web site.

Credits

The Cheer for China campaign was developed at DDB Shanghai, China, by creative director Michael Dee, creative director/art director Jody Xiong, art director Leo Wan and copywriter Meredin Xu

Microsoft Windows 7 | My Idea

Nearly a billion people use Windows. Their ideas added up to Windows 7. Learn more about Windows 7: http://www.microsoft.com/windows/windows-7/

Ireland Innovation Comes Naturally

IDA Ireland, Ireland’s Industrial Development Agency, is running “Innovation Comes Naturally”, an international advertising campaign in television, print, online and out-of-home media, online at www.idaireland.com/innovation/.

“Clean energy. Green technology. And fresh thinking. Why businesses are putting down roots in Ireland.”

The television advertisements emphasise the sometimes spontaneous nature of innovation. It depicts the lines left by a piece of chalk as it sketches out an idea on a blackboard. As we watch, the chalk doodles and dashes about the board. Finally it comes to a successful conclusion, as we see a chalk representation of fireworks above a doodled map of Ireland.

Actor Stanley Townsend provides the voiceover. “Innovation. What it isn’t is something that happens step-by-predictable-step. It doesn’t always stop at the lights. Sometimes it goes backwards to go forwards. It goes up blind alleys. It zigs and it zags. It wiggles. And then… And then it lets rip. Your job is simple. Just give it the right environment. Ireland. Where innovation comes naturally”

“New thinking is not about the dollars you invest,” one ad asserts. “It’s about the people you invest in.”

“See how your business can benefit when a nation thinks laterally.” “Step by step logic will only take your business so far.”

“Facebook found a space for people who think in a certain way,” the headline of one ad proclaims. It’s called Ireland.” “Google googled the planet for the perfect location for their business. They came up with Ireland.”

“We’ve created clusters of expertise in many different technologies”. “New thinking is not about the dollars you invest”.

Mudie told the New York Times about the inspiration for the campaign coming from stencil maps of Ireland that came out as whie on black, looking as though they were drawn on a black board. That led to thoughts about the famous picture of Einstein at a blackboard, which triggered images of a group of people, trying to think of something, using a chalkboard because you can stand back and take a look at what is written. All that inspired the concept of a green board.

The TV commercials are appearing on the Bloomberg and CNBC cable channels. The print and online ads are running in business magazines and newspapers, and their related Web sites, like The Economist, Fortune, The New York Times and The Wall Street Journal.

Credits

The Ireland campaign was developed at McConnells, Dublin, by creative director/copywriter Laurence Keogh and creative director/art director Tim Mudie. Media planning and buying in the United States are being handled by BCA Marketing Communications in New York.

LA Fitness| Swimming pool

Keeping fit is not just a fad – it’s a way of life.

Stress at work is spurring one in five of us to exercise MORE than we did a year ago, according to research published today. The study, which was commissioned by gym chain LA Fitness, suggests most of us find exercise a great stress buster.

Swimming is considered one of the best ways to keep fit. But as Catherine Bayfield reports if youre thinking of taking the plunge you may want to make more of a splash than this lot did.

Brand: http://www.lafitness.com

Agency:Unknown

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Verizon decides it's time to make fun of the iPhone on two fronts

With Apple still selling iPhones like there's no tomorrow -- it sold 7.4 million of them in the last quarter -- it's not exactly tme to kick the company in the teeth while it's down on its luck. So what's up with the two campaigns out right now from Verizon that make fun of the iPhone specifically, and iCulture in general?

The first is the campaign below for Verizon's new Motorola 'Droid phone; in the nanosecond that the campaign's been out, it's at least managed to gain some notoriety, even though all of those references to "iDon't" makes it sound, well, like a dumbphone unless you're paying attention. The references to iDon't are actually about the iPhone. More than 700,000 YouTube views later, here's the spot, which has led some to speculate that the endless poking of fun at the iPhone may kill any possibility of Verizon becoming an iPhone carrier too. (Damn!)

Popout


The second attacks the iPhone in a more obtuse way. In this one, a voiceover intones over and over that, "There's a map for that" instead of the iPhone-esque, "There's an app for that." The maps in question are really ones showing that Verizon's 3G coverage across the U.S. is much stronger than AT&T's — AT&T, of course, being the sole carrier for the aforementioned iPhone, which kind of lives for 3G.

Case Study: My Year Without Sex Social Media Campaign

Problemo: My Year Without Sex was a new Australian film, which was hard to market as it didn’t fit into one specific category. The trailer was not going to be enough to get people to watch it. Working on a small budget we needed to get people to talk about the film.


Strategy: Use word of mouth to help fuel discussion around the movie

Implementation: 

Identifying Key Environments 
We identified the target market as mothers. Using Google Ad Planner and a number of other tools we looked for the environments where mothers were most vocal online and three environments stood out; Facebook, Mothers Forums and Mother Blogs.

Part 1: Mothers Forums
We went out to a number of the major mothers forums and offered the Moderators of the sites free double passes to see the film. Forums host some of the liveliest discussions online.

Part 2: Blogs
We identified a number of influential female blogs that we thought would enjoy the film. These bloggers were found using the Top 100 Australian Women Bloggers list. From this list we got a number of high profile bloggers to go and see the movie. We also used the NuffNang to outreach to a further 20 bloggers.

Part 3: Facebook
There was an opportunity to get a number of people along to a pre screening for the film in each major cities. We used Facebook Advertising and a Facebook Event to set up an exclusive Facebook Pre Screening for 500 people. We also ran a Facebook Page which had further information about the movie.

Part 4: Youtube - Creating a piece of passable content 
We decided to create a piece of content around the film which we believed could have mass appeal online. We created the ‘5 Things that get in the way of Sex’ video. We were able to get this video to the front page of Digg and then Youtube Honour Board with 25,000 views in one week. This ended up being the feature of a blog post inSydney Morning Herald Ask Sam Blog.


Result: 
In its opening week MYWS took $177,522 and has currently grossed $1,127,838 in box office sales.

Learnings: 
Facebook Page
It is really hard for someone to become a fan of a product that they have no knowledge about. We did not see growth in the Page until after the release date which usually does not work with the timings/budgeting of films.

Facebook Advertising
This campaign ran from early April to May this year, this was before the upgrade to the Facebook advertising model. We were only able to manage to get 900 people into the Page for the movie, when we promoted Cedar Boys another Australian film we were able to get 2,000 easily into the Page. So this new upgrade has definitely made a difference.