AUSTRALIAN TV NEWS: The ASTRA Industry Excellence Awards Winners were announced today at the ASTRA 2010 Conference ‘The Future Is Now’. The awards specifically recognise excellence in the promotion of subscription television.
Entries for the Industry Excellence Awards were sought from television channels, operators, production houses, media, advertising and creative agencies that contribute to Australian subscription television.
Panels of senior subscription television executives and marketing specialists judged the entries and determined finalists and winners in all categories. Entries were scored on a set of benchmark statements and then by peer review. Benchmark components included campaign objectives, budget, target audience and use of media. The judges reviewed each entry and assessed its merits based on the strength of the campaign strategy, implementation, results and creativity.
This year there were 150 entries and 28 judges from across the subscription television industry involved.
And the winners are:
BEST ON-AIR PROGRAM PROMOTION
Awarded to the most creative and effective on-air program promotion for a single subscription television program, series or event.
oThe Contender Australia Launch, FOX8
Judges comment: The Contender delivered event scale and status and broadened the appeal of the concept. It fulfilled marketing objectives with a clear effective message.
MOST OUTSTANDING MARKETING CAMPAIGN - SUBSCRIBER RETENTION
Awarded to the most outstanding Australian consumer marketing campaign used to encourage customer retention and loyalty.
o FOXTEL Multiroom, FOXTEL
Judges comment: The Multiroom campaign was very clear in its message as to why subscribers should retain the service and gave a further incentive. The service meets many people’s needs. The campaign used striking imagery and has a clever sense of humour.
BEST MIXED MEDIA PROMOTION
Awarded to the most outstanding integrated consumer marketing campaign to promote Australian subscription television channel identity, platforms, programs or customer retention/acquisition.
oI Love Food Awards 2009, LifeStyle FOOD
Judges comment: The I Love Food Awards 2009 promotion executed the elements of the different mediums exceptionally well and demonstrated creativity to cut-through.
BEST PR/COMMUNICATIONS CAMPAIGN
Awarded to the most creative and effective stand-alone PR or Communications campaign to promote an Australian subscription television channel, platform, and program and/or drive subscription sales/subscriber retention.
oAustralia’s Next Top Model, FOX8
Judges comment: An outstanding use of PR to drive series 5 of Australia’s Next Top Model through use of multiple talent and story lines.
MOST OUTSTANDING MARKETING CAMPAIGN - SUBSCRIPTION SALES
Awarded to the most outstanding Australian consumer marketing campaign used to drive
Judges comment: The campaign created an event that became part of the vernacular. From creative thinking to overall result it was outstanding. The campaign built a landmark in a tough year. It was copied by other industries in terms of concept and tone.
MOST OUTSTANDING USE OF SUBSCRIPTION TELEVISION MEDIUM FOR A CONSUMER
Awarded to an organisation for the most outstanding use of the Australian subscription television
medium in a consumer advertising campaign.
oYates, The Party Garden, The LifeStyle Channel - XYZ Networks
Judges comment: This campaign nailed the brief of outstanding use of subscription television. It stitched the entire entry from outline to execution and delivered on results. Yates had all the elements to pull off something from conception to execution.
MOST OUTSTANDING USE OF TECHNOLOGY
Awarded for the most creative and effective use of technology for consumer use.
oZeke & Luther Website & Skateboard Creator, Disney Channel
Judges comment: Disney continues to be a benchmark in this technology category; the technology was innovative and highly engaging for target market kids. Demonstrated strong impact.
MOST OUTSTANDING USE OF INTERACTIVE TELEVISION
Awarded for the most creative and effective use of interactive television for consumer use.
oAustralia’s Next Top Model Game On, FOX8
Judges comment: The FOX8 ANTM application was impressive. It demonstrates continuous innovation in an existing series and succeeded in giving a series in its 6th season a fresh look.
MOST OUTSTANDING CHANNEL IMAGE SPOT
Awarded to an organisation for the most creative and effective channel image spot designed to
define, launch, build awareness, or change perception of the channel brand.
oNat Geo Wild, National Geographic Channel
Judges comment: There was some spectacular creativity amongst the finalists but Nat Geo Wild really stepped up to evoke passion for the channel image through music and imagery and that was the difference.
BEST OFF-AIR PROGRAM PROMOTION
Awarded to the most creative and effective off-air program promotion for a single subscription television program, series or event.
oThe Contender Australia, FOX8
Judges comment: The off-air component of the program promotion was impressive in terms of the mix of off-air media off-air used. It created the desired buzz around the program with outstanding ratings results.