Burson-Marsteller Australia wins gold and silver Stevie Awards®
24 August, 2012
Healthcare and brand marketing campaigns claim top honours
— Burson-Marsteller Australia (B-M) was named the winner of a Gold Stevie® Award for the Best Community Program and a Silver award in the Creative Marketing category in The 9th Annual International Business Awards.
More than 3,200 nominations from organisations of all sizes and in virtually every industry were submitted in a wide range of categories from more than 50 nations and territories. The agency also picked up one Gold, one Silver and three Bronze awards for its work in the Middle East.
The Gold award was won for a campaign for the Australian Lung Foundation (ALF) to encourage more Australians to take greater notice of their lung health. B-M created the Show Us Your Lungs campaign, which included viral marketing and social media activation, as well as a mainstream media campaign with serious health messages about the need for Australians to take their lung health seriously. The project engaged millions of Australians and helped to put lung health on the agenda in the media, through word of mouth and among key decision makers and influencers.
B-M Australia’s CEO and Market Leader, Christine Jones, is delighted to receive the recognition in such a competitive field.
“To win this prestigious award is a great honour. We’re extremely proud of our healthcare team’s compelling campaign, which achieved fantastic results for the ALF. I’d also like to congratulate all the entries to this category, there were some brilliant campaigns this year.”
Heather Allan, Director of the Lung Foundation’s COPD National Program, said that the campaign was a change of direction from past campaigns, using humour to highlight a serious issue. “Research shows us that 36% of those surveyed consider their lung health to be unimportant. The cheeky approach of the Show us Your Lungs campaign got cut through to a new younger audience for us, encouraging people to go online to complete an interactive Lung Health Checklist.”
The Silver Stevie was awarded for the integrated PR campaign supporting Beam Australia’s Boonie’s Over Beer?! through-the-line project. The strategic use of beer enthusiast David Boon as the face of the campaign provided Beam with a creative hook for communicating the “Over Beer?” messaging.
B-M implemented a three-phase approach, firstly igniting interest with a paparazzi-style campaign, then increasing credibility with statistics from a national survey and ABS findings supporting the campaign’s key messages, and amplifying these with a national media outreach and targeted interviews.
“The campaign’s primary objective was to create nationwide buzz, sparking conversations about Canadian Club & Dry and the “Over Beer?!” message. We did this and more; not only did we reach millions of Australians, the campaign directly impacted sales which is a result I am most excited about,” said Alexandra Churcher, B-M’s Beam client lead.
The International Business Awards are the world’s premier business awards program. All individuals and organisations worldwide are eligible to submit nominations – public and private, for-profit and non-profit, large and small.
Nicknamed the Stevies for the Greek word for “crowned,” the awards will be presented to winners at a gala awards banquet at the Ritz-Carlton Hotel in Seoul, South Korea on 15 October.
Stevie Award winners were selected by more than 300 executives worldwide who participated in the judging process this year.
“Entries to the IBAs grew substantially this year,” said Michael Gallagher, president and founder of the Stevie Awards. “Despite slow economic conditions in much of the world, the quality of nominations was outstanding, demonstrating that there are many companies that are innovating and growing regardless. We’re looking forward to celebrating this year’s Gold, Silver and Bronze Stevie winners at our gala event in Seoul on 15 October.”
Details about The International Business Awards and the lists of Stevie Award winners are available at www.StevieAwards.com/IBA
. For more information, please contact:
Chris Yee Loy
(02) 9928 1506 Chris.YeeLoy@bm.com
For further information please visit: http://bmaustralia.tumblr.com
or follow: @BMaustralia About Burson-Marsteller
Burson-Marsteller, established in 1953, is a leading global public relations and communications firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, reputation and crisis management, advertising and web-related strategies. The firm’s seamless worldwide network consists of 73 offices and 82 affiliate offices, together operating in 108 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Group, a subsidiary of WPP (NASDAQ: WPPGY), the world’s leading communications services network. To learn more about Burson-Marsteller visit www.burson-marsteller.com
. About the Stevie Awards
Stevie Awards are conferred in four programs: The International Business Awards, The American Business Awards, the Stevie Awards for Women in Business, and the Stevie Awards for Sales & Customer Service. Honouring organisations of all types and sizes and the people behind them, the Stevies recognise outstanding performances in the workplace worldwide. Learn more about The Stevie Awards at www.stevieawards.com