Whybin takes Grand Effie for NRMA, Clems cuts the mustard for Hungry Jack's

By Rosie Baker | 5 September 2013
NRMA: Car Creation

Whybin TBWA has picked up the Grand Effie prize for its Car Creation campaign for NRMA Insurance. Clemenger BBDO Sydney took home a shedload of gongs for its work for Hungry Jack's while its Sydney office also hit gold for its work for VB.

Nine gold Effies were awarded at The Communications Council's annual awards gala in Sydney last night (05 September) – five of them went to Hungry Jack's.

But the overall winner, Whybin's NRMA's campaign, took the gold medal in two categories - 'Best State' and 'Other Services' plua  silver gong in the ROI category.

To demonstrate the coverage of its policies, the agency convinced NRMA to build a working car using the parts not covered as standard by competitor insurers. According to the firm it helped deliver 3.4 million enquiries in the eight months after launch and achieved ROI of 129%.

As well as being highly effective, judges said the campaign was  “clever at every stage” and dramatised a product benefit with an “ambitious creative idea”.

Whybin TBWA also took home two gold, two silver and three bronze Effies and was named the Effective Agency of the Year for demonstrating “exceptional results” across four clients: NRMA Insurance, MJ Bale, Taronga Zoo and RaboDirect.

Chairman of the Australian Effie Awards, Matthew Melhuish said: “This awards program is about recognising excellent strategic thinking and bold creative ideas that really pay off – not every category presents an award, and since the Effies began five years ago, the bar for entries has been raised extremely high. It is so inspiring to be exposed to the new and effective strategies demonstrated in this year’s showcase, and I’d like to congratulate all of this year’s winners and finalists on their exceptional achievements.”

Here's the full list of gold winners:

Retail/Etail

Clemenger BBDO Sydney - Hungry Jack’s - 'Shaking up the category and winning'

Food

Clemenger BBDO Sydney - Hungry Jack’s - 'Shaking up the category and winning'

Beverages

Clemenger BBDO Melbourne - CUB - Victoria Bitter - 'Reviving a dying Australian icon'

Other Services

Whybin TBWA Sydney - NRMA Insurance - 'Car Creation'

Best State Campaign

Whybin TBWA Sydney - NRMA Insurance - 'Car Creation'

Return on Investment

Clemenger BBDO Sydney - Hungry Jack’s - 'Shaking up the category and winning'

Most Original Thinking

Naked Communications Melbourne - Art Series Hotels - 'The Overstay Checkout: Overstay you’re welcome'

Clemenger BBDO Sydney - Hungry Jack’s - 'Shaking up the category and winning'

Small Budget under $500K

Clemenger BBDO Sydney - Hungry Jack’s - 'Shaking up the category and winning'

The Communications Council also awarded 12 silver and 17 bronze Effies. The Effies are jointly presented by The Communications Council and the Australian Association of National Advertisers (AANA).

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