Digital Media Awards 2011

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Best viral marketing
Gold
Agency

OMD Sydney
Campaign Title

KY Yours & Mine
Client

Johnson & Johnson

Although well-known in the marketplace, KY was facing declining sales and shrinking market share and consumers weren't going for their latest product, Yours+Mine. Based on the insight that women were 63 percent more likely to instigate sex on Valentine's day, the agency started the conversation going by launching an intimacy survey across websites Kidspot and MamaMia. Content was created from the 838 results gathered and featured on both sites under "Keeping Life Sexy". From this, 75 alpha influencers were identified and invited to trial the product posting their reviews online. Three weeks prior to Valentine's product promotions were run on TV and in Magazines as well as a social channel within key women sites. In the eight weeks after the campaign, Yours+Mine was the top product sold in grocery stores and peaked at 42.5 percent market share with 51,800 units sold since its launch.

 

Silver
Agency

Colenso BBDO/Proximity NZ
Campaign Title

Rear View Girls - Los Angeles
Client

Levi Strauss & Co, San Francisco

Levi's wanted its latest product, Curve ID, to be known for making the female bum look great. The agency planted a camera in the girls' jeans catching the voyeurs on camera. Within 10 days the clip was viewed 8 million times, had 82,000 shares on Facebook and 7,200 tweets.

Bronze
Agency

Leo Burnett Limited
Campaign Title

For Everyone
Client

Samsung Electronics H.K. Co. Ltd.

With iPhone dominating the smartphone market, the agency was tasked to break through and capture marketing attention for Galaxy Ace. The agency created viral videos that were viewed 1.9 million views in a week and Galaxy Ace overtook iPhone 4 as the best-selling 3G smartphone in the week immediately after.