The shortlist for the AME Awards for the World’s Best Advertising & Marketing Effectiveness is out.
Traditional campaigns are playing second fiddle in effectiveness to crowd-sourcing tactics, cause marketing, branded entertainment, public responsibility, and experiential engagement. Technology-driven campaigns, celebrity star power, and contest marketing, are winning consumers’ hearts and purchase decisions worldwide.
Alisun Armstrong, executive director, AME Awards, noted, “This year the AME Awards saw technology continue to play a huge role in engaging consumers for the benefit of the brand, including video games, bio-reactive wristband technology, and 3D imaging—all in the name of creative effectiveness. “Savvy brands continued to gain traction and relevancy with consumers by linking themselves to nonprofits and social causes to boost brand awareness and consumer interest.”
How did Australia do? These are our shortlisted entries:
Want to see the full shortlist? Click here.
Germany topped the shortlist tally with 41 entries, up by 24% from last year. The US came second with 24. Australia’s total of 7 was third.
China and Hong Kong had 6 entries each shortlisted. Canada and the Philippines had 3 each. Japan and the UK, 2. achieve Malaysia, Switzerland, Thailand, and Turkey had 1 each.
The Website category is new and Clemenger BBDO Sydney for Tourism Australia and Virgin Australia partnership is up against A&E Television Networks for Bates Motel; and Critical Mass for Nissan.
The campaign is also shortlisted in Sport & Leisure.
The Technology category is also a first timer. Shortlisted are TBWA Hakuhodo’s 3D on the Rocks for Suntory Whisky; Serviceplan Group’s The Game Report for Bytro Labs and Soundtree for BMW; OMD ‘s The Bioreactive Concert for Pepsi; and OMD Hong Kong’s A message from your future baby for Wyeth Materna.
Branded Entertainment, Experiential and Social Benefit categories were heavily populated with entries, as expected.
So was Automotive. Shortlisted are: Jung von Matt/AG for Mercedes Benz; Lukas Lindemann Rosinski, Mercedes Benz; Serviceplan Group, BMW Motorrad; thjnk ag, Audi AG; Serviceplan Middle East, MINI; Critical Mass, Nissan; Spark44, Jaguar; and Team One, Lexus IS.