The 14th annual AMEC Awards took place on June 16 alongside the International Summit on Measurement in London.
The Awards celebrate excellence in research, measurement and analytics. Categories were grouped specifically for organisations and companies offering the services of: Media Intelligence, Research and Insights Companies, PR Consultancies and In-House Communications Teams.
Out of the three shortlisted campaigns, Howorth and Ogilvy PR Australia secured two silver awards.
The winning campaigns were:
Most effective consumer PR campaign
Silver – Howorth Communications for Ancestry – Ancestry DNA
Most effective B2B PR campaign
Silver – Howorth Communications and The Factuary for SAP Australia – Mining Australia’s digital experience gap with SAP: a world-first study
‘Ancestry DNA’ is the first home DNA testing kit in Australia to help people discover their ethnic mix and ancestors and connections they never knew they had. In the absence of local case studies, the agency got journalists to take the DNA test and share their personal story and discover more about their past. One particular TV segment led to a surprise discovery, when Ancestry’s Brad Argent revealed he was related to the Channel 7 Sunrise host, Samantha Armytage, on live TV! The campaign reached more than 12 million Australians and the number of DNA kits purchased in the first four weeks from launch achieved 70% of the annual sales targets, demonstrating the powerful impact of the stories.
The SAP ‘Digital Experience Report’ was a world first in the digital era. Howorth and The Factuary, working with research firm AMR, built a thought leadership campaign that looked at how the customer experience on a digital platform can significantly impact customer loyalty and revenue. The report revealed how 34 Australian brands performed and how you can improve performance and the digital experience. The integrated media, marketing and sales campaign raised awareness of the issues customers experienced using digital platforms and increased engagement with sales teams and brands, generating sizable new business.
A huge congratulations to all involved.