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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT NOV-DEC 2013
CAMPAIGNBRIEF NOVEMBER/DECEMBER 2013 8 RADIO Written by Pat Lennox, Ben Green, Guy Howlett and Neil Martin of Marketforce, it claimed the overall and campaign categories, while the ad ‘Klingon’ from the same cam- paign, picked up the single catego- ry. The remaining ‘Elvish’ and ‘ Dothraki’ ads were highly com- mended. On the winning campaign Round three judge, Mike Edmonds from Meerkats, Perth said: “This is a smart, original, single-minded, campaignable idea... it sounds like someone smart is behind these ads and that there must be some inge- nious Klingon wisdom being dis- pensed or some hilarious Elvish in- jokes going over my head.” Clemenger BBDO, Melbourne’s Julian Schreiber, who also judged the campaign, added: “It’s great to see a campaign that knows its target so well that it actually speaks their language!” The winning writers said: “We admire the passion of geekdom. It takes a lot of dedication to learn a fictional language and we think people should be rewarded for it.” ‘The Geekiest Promo in the Universe’ campaign is now in the running to win the Gold Siren for best radio ad of the year, which will be announced in May 2014. Writers of the best radio ad for 2014 win airfares, accommodation, plus automatic entry and tickets to the Cannes Festival of Creativity in June 2014. The client of the Gold Siren winning ad also wins a trip to Cannes and the festival. The craft category was won by the spot ‘Quality’, which was produced for Commercial Radio Australia by sound engineers Ralph Van Dijk (Eardrum) and Colin Simkins (Gusto Music). The ‘Quality’, ‘ Loyalty’, ‘Expert/United’ cam- paign for CRA, from which the ad was derived, was highly commend- ed in the campaign category, along with ‘Breakage’, ‘Dinner’ and ‘Revision’, also for Commercial Radio Australia by Ralph Van Dijk at Eardrum. Two further ads were highly com- mended in the craft category: ‘Running Scared’, produced for Dreamworld by sound engineer Mike Lange at Cutting Edge, and ‘ Home Business’, produced for APG Serviced Offices by Flagstaff Studios’ Paul Le Couteur. Says chief executive officer, Commercial Radio Australia, Joan Warner: “The winners of this round have provided a great example of creative, innovative radio advertis- ing that connects with listeners and excites clients.” Listen to Round 3 winning ads at www.sirenawards.com.au and find the Siren Awards on Facebook. A campaign for internet provider Internode, via Marketforce Perth, has won the third round of the 2014 Siren Awards. The campaign, dubbed ‘The Geekiest Promo in the Universe’, challenges listeners to translate offers spoken in Klingon, Elvish or Dothraki to save $100 when they signed up to Internode. The Geekiest Promointhe Universe claims third roundof2014 Sirens Siren winners Round 3: L to R: Guy Howlett, Neil Martin, Pat Lennox, and Ben Green from Marketforce, Perth Craft winners Ralph van Dijk (Eardrum) and Colin Simkins (Gusto Music) CBNAT NOV-DEC2013_MASTER v3_CB-FEBRUARY-2007 21/11/13 4:55 PM Page 8
CBNAT SEPTEMBER 2013
CBNAT FEBRUARY 2014