Serviceplan: DOT wins the 2017 AME Grand Award

23 countries entered this year’s AME awards for Advertising Marketing Effectiveness. The Grand jury awarded 1 Grand Trophy, 3 Regional Platinum Awards, 1 AME Green Award, 25 Gold AME Awards, 32 Silver AME Awards, 30 Bronze AME Awards and 30 Finalist Certificates.

The Grand Award went to Serviceplan Group Germany DOT – The first Braille Smartwatch for DOT. The winning campaign demonstrated the benefits of the Smartwatch technology that will change the lives of millions of blind and vision impaired individuals by connecting them to the mobile internet for the first time ever. The Dot won the support of prominent visually impaired personalities including athlete, Henry Wanyoike; singer, Andrea Bocelli; and musician, Stevie Wonder, as well as co-operation with Google, Uber , educational institutes and the 2018 Paralympic Games in Pyeongchang. The campaign also earned 3 Gold AME Awards.

The 2017 AME Regional Platinum Award/Asia-Pacific went to Dentsu Japan for Second Life Toys for Organ Transplant. The winning campaign successfully created awareness on behalf of organ transplant operations by communicating with parents to increase the potential number of organ donors. The project appeared on 1200+ media worldwide. Volunteers enlisted from over 19 countries. People willing to offer their organs for transplant increased 30%. People stating to use their organs for transplant increased 9%. People who spoke about the topic with their families increased 8%.

The 2017 AME Regional Platinum Award/Middle East/Africa went to Impact BBDO Cairo for The Game Before the Game for Chipsy. The agency increased brand share and awareness by partnering Lays (AKA Chipsy in Egypt) with the UEFA champion league. To combat that only 11% of Chipsy’s target audience followed the league, the agency used an activity to get the other 89% to care—predicting the score. Sports betting is illegal in Egypt, but buying Chipsy’s isn’t. Chipsy bags were printed with numbers that represented the total goals, and the consumer just had to match the total number of goals within the game to earn a prize. Within a month, the brand regained lost market share, saw a 24% increase in consumption, and increased sales by 14.6%. Additionally, it increased Brand I Love KPI by +6 and Interesting Brand by +5m, along with 63M impressions, over Instagram 155,000 interactions. The campaign also earned a Silver AME Award.

The 2017 AME Regional Platinum Award went to Zulu Alpha Kilo Canada for Say No To Spec for Zulu Alpha Kilo. The agency created a short film to show that spec work should be considered as absurd in the ad industry as it is in other industries. People, publications and companies around the world rallied behind their cause. With no paid media support, three days after its release, the film became the second-highest trending video on YouTube in Canada. In four days it received over one million views. To date the film has over 3,800,000 total views on YouTube and Facebook with 13.7 million impressions on Twitter. Since the film’s release the agency has received the most new business calls in their history. The campaign also earned a Gold AME Award.

The AME Green Award went to TBWA Santiago Mangada Puno for Dirty Watercolor for ABS CBN Foundation. To raise awareness for Manila’s polluted rivers and tributaries, the agency collaborated with artists to produce portraits of children and families living near the dead rivers using Dirty Water color, unique pigments created using water samples from Manila’s most polluted rivers. The finished art ran in an exhibit presented by ABS CBN Foundation attracting hundreds of visitors including the country’s top business leaders, artists, politicians, diplomats and patrons of the arts. The exhibit was featured on over a hundred websites, news programs and blogs around the world. All the artworks were sold, raising more than ₱1.3 million. Without paid media support, the campaign generated 3.3 M views and 2.4 B potential reach within the 1-week campaign period amounting to ₱6.1 M in media values. The winning campaign also took home 2 Gold AME Awards.

Ogilvy Germany won 3 AME Gold Awards for Mein Kampf, a non-profit association encouraging people to stand against racism.

DDB Group Germany won 2 AME Gold Awards for Check it before it´s removed: Naked breasts against breast cancer, for Pink Ribbon Germany. Because of Facebook and Instagram’s strict censorship policy against showing female nipples the public was encouraged to quickly re-share the photo before it would be censored and removed. In one day, the campaign generated 29 million media contacts and the equivalent of €2.2 million in earned media with a total media spends of €0.

Heimat Berlin won a Gold AME Award for #PaintBack for The Legacy Store. Artists showed kids and adults how take out swastikas and turn them into graffiti pieces of art. The city became their medium – and media coverage followed. The idea went viral immediately. #PaintBack spread globally reaching 100 million ad impressions, 5 million euro in earned media and more than 10 million video views.

BBH China Ltd won a Gold AME for Happiness without Borders for Harbin Beer that increased brand affinity with over 3.7 million online views in 72 hours, 1.26 million WeChat views, and 60,000 Weibo shares, 15,000 comments.