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MAA GLOBES Awards Ceremony

For Immediate Release
October 20 2008
The Park Hyatt Hotel, Toronto

The Earth Hour Campaign from Leo Burnett Australia and the World Wildlife Fund Australia showed that one solution for Climate Change was in the hands of the people, and wins the GLOBE for the BEST IN THE WORLD at the 23rd MAA GLOBES Recognition Programme.

51 GLOBES, Silver and Bronze Awards, as well as Order of Merit Certificates in 16 Entry Categories, were announced at the MAA GLOBES Award Ceremony at the Park Hyatt, Toronto, Canada tonight.

“This year, the MAA GLOBES Recognition Programme grew in reach, attracting five new GLOBES partners; the Promotion Marketing Association from the USA, organizers of the prestigious Reggies Programme, Ireland, Austria, Switzerland and Turkey. The entries this year demonstrated far more creativity and innovation than in recent years, with more emphasis on multi-tiered promotions which involved more than three marketing disciplines. Promotion Marketing is expanding rapidly within North and Eastern Europe and throughout Asia in the areas of Experiential, Tie-in Promotions, Cause Relation and Loyalty,” said Mike Da Silva, President MAA Worldwide.

The Best in the World. Earth Hour by Leo Burnett, Australia for World Wildlife Fund Australia.

In Australia, climate change was seen as a cause that was simply too big for the public to tackle. World Wildlife Fund Australia’s Agency, Leo Burnett changed that with an idea that would demonstrate to every Australian that one solution to climate change was in their hands.

The Agency targeted consumers and businesses in Sydney, Australia’s largest City, with a call to action to turn off their lights for one hour – Earth Hour, demonstrating that there are small changes which can be made by the public on a daily basis that will help reduce energy consumption and gradually reduce global warming. All they had to do was flick a switch !!

In 2007, Earth Hour became an idea owned by the whole city in every medium possible, from window displays in local cafés and supermarkets to outdoor, radio, TV and online.

What’s more, all of this was achieved with no media budget and a very limited production budget – it all had to be obtained pro bono from willing media partners and corporate supporters.

This simple symbolic act showed people how easy it was for them to have a tangible and positive effect on the planet and engaged individuals, small businesses and corporations in Earth Hour, resulting in:

  • Energy consumption in Sydney reduced by 10.2%
  • 97% of Sydneysiders being aware of Earth Hour
  • 65,000 individuals and over 2,200 businesses registered for Earth Hour
  • 2.2 million people (Sydney’s population is 4 million) switched off their lights (equivalent of taking 48,000 cars off road for 1 hour)
  • A $16.8 million generated in free media.

In 2008, Earth Hour went global.

THE BEST OF THE BEST FROM AROUND THE GLOBE!

The MAA GLOBES recognises the very Best of the Best in Promotion Marketing Award Programmes which are run around the globe, with MAA GLOBES: AMPRO from Argentina, APMA from Australia & New Zealand, CAMPRO from Brazil, CAPMA from Canada, the Globes from Israel, Promotion Planning Awards from Japan, the PMAA Dragons from Asia, the Silver Mercury’s from Russia, the Xaver Awards from Switzerland, the ISP Awards from the UK and the PMA Reggies Awards from the USA. Country entries were also received from Austria, Ireland and Turkey.

The 2008 Winners

Best Integrated Communications Campaign

GLOBE
Leo Burnett, Australia for “Earth Hour”

Silver
Creative Solutions, Ireland for “The Real Food Programme”

Bronze
Civic Entertainment Group, USA for “The Sopranos A&E Connection Game”.

Best Sponsorship or Tie-In Campaign

GLOBE
Bates 141 Singapore for “Heineken Rugby World Cup”

Silver
CSM, Australia for “Carlton Draught Plastic Cup”

Bronze
20th Century Fox, USA for “The world is going yellow in celebration of the Simpsons movie”

Best Use of Direct Marketing in a Promotion Campaign

GLOBE
The Communications Agency, United Kingdom for “Give a few bob”

Silver
Chemistry Communications, United Kingdom, for “The Brawl In The Hall”

Bronze
BMF, Australia for “HarvesTED -THE TRIALS”

Bronze
News, Argentina for “Blue BBVA”

Best Innovative Idea or Concept

GLOBE
Leo Burnett, Australia for “Earth Hour”

Silver
Target Market Group, Israel for “Magnum Store”

Bronze
The Communications Agency, United Kingdom for “Give a few bob”

Best Digital Communications Campaign

GLOBE
Cybercom, Ireland for “Coca Cola, Powerade Never Give Up”

Silver
JWT Vietnam for “Handy.com.vn Launch”

Bronze
Momentum Worldwide, Australia for “Wallabies Mosaic”

Best Brand-Building Campaign

GLOBE
Blitz Direct Data & Promotion, Canada for “Make Art Pop”

Silver
Gigunda Group, USA for “Charmin NYC Restroom Experience”

Bronze
Leo Burnett, Australia for “Invisible Nasties”

Best Business-to-Business Campaign

GLOBE
Target Market Group, Israel for “Nighty-night...sleep tight !”

Silver
OgilvyAction, Japan for “The Economist -Grasping the Intricacies of Japan”

Bronze
Kapaim, Israel for “Calcalist café”

Best Trade Marketing or Account Specific Campaign

GLOBE
Solutions Digitas. India for “ My First Office”

Silver
Apollo Marketing Australia for “SLURP, RIP & WIN”

Silver
Rapp Collins China for “Virgin Atlantic 8th Birthday in China Travel Agent Incentive” Bronze News Argentina for “Speedy Tour”

Best Event or Experiential Marketing Campaign

GLOBE
FreshWorks, USA for “7-Eleven/Simpsons and Kwik-E-Mart”

Silver
Target Market Group, Israel for “Magnum Store”

Bronze
Eastwest Marketing Group, USA for Godiva "Decadence Goes Mobile"

Best Activity Generating Brand Loyalty

GLOBE
Leo Burnett, Arc Worldwide & SMG, USA for “Herbal Essences RBD”

Silver
Poster One, Russia for “NashiMamashi Loyalty Club for Huggies”

Bronze
SurfGold, Taiwan for “HP Original Rewards Taiwan”

Best Effective Long Term Marketing Campaign

GLOBE
Yunes SMA, Argentina for “Uncovering Zero Logic During the Summer”

Silver
Wax Communications, United Kingdom for “Active Kids 2005-2007”

Bronze
BD Network, United Kingdom for “Coca-Cola' Win a Player and Buy a Player”

Best Dealer or Sales Force Activity

GLOBE
Marketing Communications Agency, the Market Group, Russia for “Incentive Program for Retail Chain Growing Up Together!”

Silver
TBWA-ISC\TEQUILA-MYALO\Malaysia for “The Michelin Masters Malaysia”

Bronze
Espresso | Brand Infiltration, Canada for “Business in the Front, Party in the Back”

Best Brand Awareness & Trial Campaign

GLOBE
Carbon Marketing Ltd United Kingdom for “Sharpie 'Write out Loud!'”

Silver
Progression Russia for “WOW What a MINI !”

Bronze
CraveroLanis BTL, Argentina for “Campari Red Passion City”

Best Activity Generating Brand Volume

GLOBE
Steam UK for “John Smith's People's Race”

Silver
Y&R Singapore for “Mighty Savers”

Bronze
Target Market Group Israel for “Yotvata Hot Air Balloon Festival”

Best Cause or Charity Marketing Campaign

GLOBE
The Communications Agency United Kingdom for “Give a few bob”

GLOBE
Yahoo! USA for “Yahoo! Be A Better Planet”

Silver
Octagon, Jack Morton & Weber Shandwick PR USA for “The National 9/11 Memorial & Museum at the World Trade Center 9/11 Tribute Exhibition”

Bronze
Armstrong Partnership LP Canada for “Canada Goes to the Cup”

Best Small Budget Campaign

GLOBE
FUSE Marketing Group, Canada for “Body Parts”

Silver
Ogilvy Action India for “Lifebuoy Gurudwara Activation”

Bronze
River Orchid Group Vietnam for “Levi's Raffle Draw Event”.

The Best in the World

GLOBE
Leo Burnett, Australia for “Earth Hour”

150 judges from 25 Countries, representing Agencies, Clients, Academia, Media and Industry Associations, carried out the 2008 Judging process between July and September.

For more information go to www.maaw.org or contact:

Mike Da Silva
President MAA Worldwide & VP Marketing. MAA GLOBES
mdasilva@mdsa.com.au

Keith McCracken
Executive Director, MAA Worldwide
keith.mccracken@maaw.org