The Australian Effies has announced its winners, awarding five special awards, six gold, 19 silver and 19 bronze awards to 16 agencies and 26 clients.
BMF has been named Effective Agency of the Year at the 2024 Australian Effie Awards, with 3 golds, 2 silvers and 1 bronze for ALDI Australia as well as 1 silver for Tourism Tasmania.
BMF was applauded for how ALDI repositioned a perceived weakness into a strength by turning known truths into trustworthy positioning. “This is a compelling lesson in how to stand out from competitors. It’s not only a great idea but a great execution of that idea. The case presented a clear demonstration of a strong ROI that delivered outcomes exceeding the KPIs,” the judges commented.
303 Mullenlowe won 2 golds and 1 silver for Budget Direct One Campaign. Six Years of Market Redefining Insurance Growth – Solved.
“Budget Direct completely reframed its brand to capture a broader consumer base and delivered a textbook case for investing in brand codes, brand building and advertising over the long term, driving incredible results,” the judges commented.
Special Australia was awarded 1 gold for Uber Eats Get Almost Almost Anything, and 1 silver for The Dylan Alcott Foundation Shift 20 Initiative – The Big Shift: Transforming an entire industry to normalise disability in advertising.
The Monkeys, part of Accenture Song, scored 4 silvers and 1 bronze for Meat and Livestock Australia, How uniting generations saw Australian Lamb enjoy results for the ages; 1 silver and 1 bronze for Telstra, Hello Christmas: How Telstra won the toughest festive fight ever, by adding a little Christmas spirit, and 1 bronze for Australian Government Department of Social Service, How carer gateway provided help for those who might never ask. The Colin Wilson-Brown Award for a lifetime of achievement and dedication to effectiveness, was also presented to The Monkeys, for its Meat and Livestock entry, How the unofficial state of the nation saw Australian Lamb leap to new heights. It also won 1 silver.
CHEP Network Brisbane won the Best Smaller State Campaign award for Norco Co-operative Limited, Norco Cow’s Play; How a little Queensland Co Op Took it to big milk.
VML won 3 silvers for Honest Eggs Co. How FitChix made eggs a medium to deliver a 33% increase in sales and a 222% increase in stockist enquiries, by creating a cluckload of fame.
Saatchi & Saatchi won 2 silvers for Arnott’s How little moments delivered big bikkies…again (the Tiny Teddy budget version). The agency also won 1 bronze for Nestlé NESCAFÉ How NESCAFÉ made mini breaks into big business.
Ogilvy won 1 silver for Football Australia Til’ It’s Done and 2 bronze for KFC Kentucky Fly Chicken.
Howatson+Company was awarded 1 silver and 1 bronze for Petbarn PetWatch: Parasites aren’t out of sight – they’re on your doorstep.
Havas Host was awarded 1 Silver for Tourism Fiji How Bringing Fijian Culture to the Fore of its Tourism Brand Transformed the Fortunes of a Nation
Thinkerbell won 1 silver for XXXX How ”Giving a XXXX” about Origin turned ’The Pride of Queensland’ to gold.
CHEP Network won 3 bronzes; M&C Saatchi scored two broinzes.
DDB, TBWA, The Brand Agency and Richards Rose scored 1 bronze each.
Effective Advertiser of the Year went to ALDI, winning the Grand Effie and three golds for BMF’s Shop ALDI First: How encouraging supermarket polygamy helped a nation save in a cost-of-living crisis.
The full list of Gold Effie winners by category is:
Retail/E-tail
BMF: ALDI Australia ‘Shop ALDI First: How encouraging supermarket polygamy helped a nation save in a cost-of-living crisis’
Challenger Brands
BMF: ALDI Australia ‘Shop ALDI First: How encouraging supermarket polygamy helped a nation save in a cost-of-living crisis’
Insight and Strategic Thinking
BMF: ALDI Australia ‘Shop ALDI First: How encouraging supermarket polygamy helped a nation save in a cost-of-living crisis’
Brand Value
303 MullenLowe: Budget Direct ‘One Campaign. Six Years of market redefining insurance growth – Solved’
Long-Term Effects
303 MullenLowe: Budget Direct ‘One Campaign. Six Years of market redefining insurance growth – Solved’
Restaurants and Food Delivery
Special Australia: Uber Eats ‘Get Almost Almost Anything’
Download the full list of winners here