Award for Communications Strategy Effectiveness
Campaign: The Acid Wear Epidemic
Researcher: Ellissa Pyke, bellamyhayden | Client: GlaxoSmithKline
bellamyhayden used market research as the backbone to a $1.3 million campaign to raise awareness of acid wear, an epidemic that occurs when tooth enamel is worn away by acidic food. Subsequently the campaign successfully increased acid wear awareness among the Australian population from 30% to 70%, increased 2009 sales and also increased brand health measures.
Award for Communications Strategy Effectiveness
Campaign: Consuming Passions: How Australian shopping habits will shape the shopping centre of the future
Researcher: Helen Bakewell, Directional Insights | Client: AMP Capital Shopping Centres
Directional Insights' Shopping: A Consuming Passion Report was born from an overarching business goal to position their client AMP Capital Shopping centres as the leading commentator on Australia’s retail landscape. The commissioned report on Australia’s current shopping habits and emerging shopping trends gave AMPCSC the platform to deliver an intriguing view of the future shape of retail in Australia to a range of powerful audiences.
Award for Communications Strategy Effectiveness
Campaign: Foodworks Private Label Strategy
Researcher: Penny Burke, Essence Communications Australia | Client: Foodworks
Over the last two years Essence has worked with supermarket chain, Foodworks, to develop its business and marketing strategy as it grows from strength to strength to become Australia’s second largest independent supermarket group. Using an innovative approach to qualitative research, Essence produced insights into Foodworks customer brand and helped redesign its private label strategy.
Award for Communications Strategy Effectiveness
Campaign: Community Positioning – A Matter of Trust
Researcher: Julia Zivanovic, Know'ledge | Client: Zac Donovan, WA Local Government Association
An industry crisis in recruiting staff prompted the WALGA board to fund a statewide communications campaign. But when a third of the budget went on research they held their breath. However the resulting new insights enabled WALGA to redress the skills shortage, improve public perceptions and double brand awareness, elevating the value placed on research by the organisation.
Award for Communications Strategy Effectiveness
Campaign: 2000 Encounters of the Best Kind
Researcher: Angela Feruglio & Liz Harley, Mindshare | Client: Christine White, Victoria University
Mindshare’s proprietary Encounters research successfully generated an immediate shift in channel and communication strategy, taking into account the media consumption habits of university intenders, to bring about the change required by Victoria University to be more effective and improve their return on investment among target prospects.
Award for Communications Strategy Effectiveness
Campaign: Changing the Australian Drinking Culture
Researcher: John Scott, Quantum Market Research | Client: DrinkWise Australia
In 2007 DrinkWise Australia set an ambitious goal to change the drinking culture of Australians via a social marketing campaign. In collaboration with Clemenger BBDO Melbourne, Quantum Market Research was asked to undertake a program of research that would work towards a 15-20 year goal of challenging a culture largely permissive of consuming alcohol to excess. Through a range of research activities the genesis of a communications strategy for the campaign ‘Kids Absorb Your Drinking’ was born and the first step in raising a national conversation about how Australians drink commenced.
Award for Commercial Effectiveness
Campaign: The role of the Internet in Consumer Offline Purchase Behaviour
Researcher: Dr Sean Sands & Carla Ferraro, The Australian Centre for Retail Studies | Client: Google Australia
Google Australia undertook research to examine Australian consumer behaviour online as a means of gaining a comprehensive picture of the role of the Internet in offline (in-store) purchase behaviour. The research was able to demonstrate a link between a consumer’s online search behaviour and their subsequent in-store behaviour. With these findings Google Australia have been able to demonstrate the importance of online search advertising and successfully market their advertising services to Australian retailers.
Award for Commercial Effectiveness
Campaign: Bulla Thick and Fruity
Researcher: Halinka Panzera, BDC Market Research | Client: Justine Inglis, Bulla Dairy Foods
24 brands and 400 products exist in the everyday yoghurt category, worth $600 million. Bulla launched Thick and Fruity in September 2009, and it is now ranked in the top three brands driving growth in the category. The research conducted by BDC Market Research was used as a compass, keeping Bulla on track until the commercial outcome matched what consumers wanted.
Award for Commercial Effectiveness
Campaign: Same Crew, New Brew
Researcher: Roberto Cappuccio, Allister Hill & Melissa De Vincentis, Colmar Brunton | Client: Premium Beverages
Coopers and Premium Beverages asked Colmar Brunton one simple question: can Coopers do premium? Using its proprietary A+B+C model for consumer understanding and market success, Colmar Brunton adopted a 360-degree view of the proposed Coopers product, touching on Awareness, Buying and Consumption behaviours. On its launch in September 2009, all stock of Coopers 62 ran out due to strong demand, and packaged volume is up 23% higher compared to Coopers other lager offering.
Award for Commercial Effectiveness
Campaign: Impacting Sales with Evidence Based Research: Proving phone names are easier to remember than phone numbers
Researcher: Derek Jones, D&M Research | Client: Jack Singleton, Phone Name Marketing
Is a phone name easier to remember than a phone number? Although this claim appears to have face validity, it had never really been tested and quantified. D&M Research ultimately demonstrated consumer preference for phone names over phone numbers, and the results were used to directly boost sales conversions after incorporating the results into sales presentations.
Award for Commercial Effectiveness
Campaign: Energy Market Customer Segmentation Research
Researcher: George Zdanowicz, Enhance Research | Client: Michael Berndt, Ergon Energy
A segmentation of regional Queensland energy market customers was undertaken by Enhance Research for Ergon Energy in 2008/2009. The multi stage program identified customer segments based on energy consumption and quantified the acceptance levels of network performance. Results have been integrated throughout Ergon Energy to the point where decisions about capital expenditure on network infrastructure now incorporate the segments identified.
Award for Commercial Effectiveness
Campaign: Jetstar: Agile Market Research Implemented with Blinding Speed
Researcher: Ken Roberts & Tara Melky, Forethought Research | Client: Jetstar
This campaign is an account of a rapidly moving organisation accompanied by agile marketing researchers. It traces the marketing research and implementation of three distinct strategic interventions and hears about how Jetstar staff transition from enforcing “bylaws” to projecting empathy and delivering on-the-spot solutions.
Award for Commercial Effectiveness
Campaign: Connecting with Mothers – the impact of research on Johnson’s Baby Strategy
Researcher: Claire Macleod & Rosana Vidal, Jigsaw Strategic Research | Client: Johnson & Johnson
Johnson’s baby growth was flat prior to research in 2006, against a fragmented and increasingly competitive market. A mainly qualitative ethnographic and longitudinal approach was taken, together with a small quantitative piece. Research was used to help inform successful TVC communication, a key input for TV segment episode planning, identification of targeted communications, messaging amongst Babycentre members and to inform new product development strategy.
Award for Commercial Effectiveness
Campaign: ANZ and NWC Opinion Research
Researcher: Neil Stubbings & Shane Compton, NWC Opinion Research | Client: Janett Egber & Rebecca Morsman ANZ Bank (Australia)
Five years prior to this study, traditional customer satisfaction research had been used to measure performance of the relationship team. The challenge given to the ANZ and NWC research team was to transform a traditional research study into a relevant, dynamic and insightful account management tool. The teams were able to maximise return on investment and short term revenue growth by re-engineering market intelligence strategies.
Award for Social Impact
Campaign: Communicating in a Crisis – Choosing your words
Researcher: David Bruce, Colmar Brunton | Client: Michele Hendrie, Attorney General’s Department
Unlike most communications that fill our lives, emergency warnings are almost always important – and in some cases life-altering. Getting warnings right is genuinely important, but also very challenging. Choosing Your Words is designed to be a practical guide which can be used by incident managers to write effective emergency warnings. This is the story of how it came to be.
Award for Social Impact
Campaign: Implementing Mental Health Promotion: The Act – Belong – Commit Campaign in Western Australia
Researcher: Dr Rob Donovan and Geoffrey Jalleh, Curtin University | Client: WA Health Promotion Foundation (Healthway)
The Act-Belong-Commit campaign is a world-first comprehensive mental health promotion campaign. Given the uniqueness and complexity of the area, the campaign relied heavily on research to develop the campaign objectives and components, and guide its implementation and evaluation. The campaign had a significant impact on individuals, partner organisations and the health system.
Award for Social Impact
Campaign: Community Panel
Researcher: Dr Anne Sharp, Katherine Anderson & Scott Reynolds, Ehrenberg-Bass Institute, University of South Australia | Client: Community Panel (City of Burnside, City of Tea Tree Gully, City of Campbelltown, City of Unley, City of Holdfast Bay, Local Government Association of South Australia)
Community Panel was established to engage residents of all ages and backgrounds in local council areas, to gather feedback from these ‘panelists’ about decisions affecting their local community using online surveys, and then for council to use these research results in decision-making.
Award for Social Impact
Campaign: Placing Homelessness on the National Agenda
Researcher: Ken Roberts, Forethought Research | Client: Hanover Welfare Services
This research was conducted to influence the way Australians think about and understand homelessness and to bring about change in Government Policy. The Government’s target to halve homelessness by 2020 is evidence of the influence this research had on Federal Government Policy.
Award for Social Impact
Campaign: The Welfare to Work Story: getting employers to look outside the square
Researcher: Dr Vicki Arbes, Open Mind Research Group | Client: Department of Education, Employment & Workplace Relations
Research to support the Government’s Welfare to Work campaign was responsible for a major shift in the communication focus from ‘motivating’ job seekers, to motivating employers instead to consider a broader group of potential employees. It revealed that job seekers wanted to work but lacked confidence. The research showed that by appearing to target employers, the campaign would speak more effectively to job seekers.
Award for Social Impact
Campaign: Water Forever, For Everyone
Researcher: Julie Beeck, Synovate | Client: Water Corporation (Western Australia’s Water Utility)
This campaign is about the achievements of a 10-year program of behaviour change in water usage, and community engagement in setting a plan for WA’s long-term water future. Market research has formed an essential cornerstone of the planning for all of these activities, which have led to significant positive changes in community awareness, attitudes and behaviours regarding water use.
Award for Social Impact
Campaign: Changing Together: Perceptions and proposals for reform from stakeholders in the migration advice community
Researcher: Randall Pearce, Think: Insight and Advice & Patrick Meza Taverner Research | Client: Migration Agents Registration Authority (Migration Institute of Australia)
Changing Together is a study of stakeholder opinion of the migration advice profession and an action plan developed by agents in response to those perceptions. The report recommends the most comprehensive reform of migration advice in Australia, spaning education and training standards, registration, regulatory and legislative reform, consumer protection, communication and organisational renewal of the peak body.
Award for Social Impact
Campaign: The Transport Accident Commission (TAC) Client Zone
Researcher: Nina Ellis & Philip Reed, Transport Accident Commission | Client: Transport Accident Commission, Victorian State Government
The TAC regularly undertakes a Client Feedback Survey (CFS) to track clients’ service perceptions of the TAC. The Service Improvement team analyses and rolls out results from the CFS via the “Client Zone.” The Client Zone is an example of how the TAC uses research to promote business-wide service culture in an interactive and engaging way ensuring maximum social impact.
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