SYDNEY: A campaign by AJF Partnership for Lion's Dare Iced Coffee has won the Grand Effie at the 2017 Australian Effie awards.
The winners were announced at an event in Sydney, during which four golds, twelve silvers, and ten bronzes were awarded as well as the grand prix. WARC subscribers can view the full list of winners here.
Grand Effie winner, Lion’s Dare Iced Coffee, entered the long-term effectiveness category with a campaign that saw the brand become the market leader through a funny, intelligent emphasis on the mental strength and focus with which the product aligned.
In response to the introduction of $1 per litre of milk, Lion needed to focus on its milk beverage brands to deliver greater margins. But Lion faced some problems: the target audience was attracted to energy drinks as well as the market-leading iced coffee brand, Ice Break.
Key to the brand’s strategy was to find a new usage occasion through which it could establish a habit among consumers. That moment, as shown in Dare’s TV and online advertising, was when the consumer’s head was “all over the place”.
As a result, Dare managed to usurp the market leader in iced coffee, as more Australians grew aware of Dare’s mental fix and began engaging with the product.
AJF Partnership was an outlier, with its lone campaign beating many of Australia’s most established agencies to the Grand Effie. The four gold awards went to BMF’s work for Football Federation Australia, Leo Burnett Melbourne for the National Youth Mental Health foundation, TBWA for ANZ Bank, and Affinity’s campaign for Flordis.
BMF, as well as its gold and three silver medalling campaigns, took the prize for Effective Agency of the Year. Meanwhile, ANZ Bank, itself a gold medallist this year, was named most effective advertiser.
Data sourced from Australian Effie Awards; additional content by WARC staff