-
SUB CATEGORY :
BEST USE OF SOCIAL MEDIA & EARNED MEDIA
-
COMPANY ENTERING :
AIRBAG, MELBOURNE
-
TITLE :
BACHELORS & BACHELORETTES
-
BRAND :
AUSTRALIAN MARRIAGE EQUALITY
-
ADVERTISER :
AUSTRALIAN MARRIAGE EQUALITY
-
AGENCY :
LEO BURNETT MELBOURNE,
MELBOURNE
-
NATIONAL CHIEF EXECUTIVE OFFICER :
MELINDA GEERTZ
-
CHIEF CREATIVE OFFICER :
JASON WILLIAMS
-
CREATIVE :
ANDREW WOODHEAD/SARAH MCGREGOR/KATARINA MATIC
-
ACCOUNT DIRECTOR :
RHYS THOMAS
-
PUBLIC RELATIONS :
KATY DENIS
-
AGENCY PRODUCER :
ELIZA MALONE
-
FILM PRODUCTION COMPANY :
AIRBAG, MELBOURNE
-
DIRECTOR :
ADRIAN BOSICH
-
EXECUTIVE PRODUCER :
MARTIN BOX
-
POST PRODUCER :
NICK VENN
-
PRODUCTION ASSISTANT :
MEGAN GLASS
-
POST-PRODUCTION COMPANY :
ARC EDIT, SYDNEY
-
EDITOR :
JAMES ASHBOLT
-
EDITORIAL ASSISTANT :
DAMIEN MAGEE/LUCAS BAYNES
-
POST PRODUCER :
OLIVIA CAROLAN
-
GRADE ONLINE :
RYAN BRETT (MANIMAL)/CHELSEA NIEPER (MANIMAL)
-
SOUND PRODUCTION COMPANY :
NYLON STUDIOS, MELBOURNE
-
SONG :
DON'T DREAM IT'S OVER
-
LYRICS :
NEIL FINN
-
VOCALIST :
SARAH BLASKO
-
THE BRIEF :
IN THE MIDST OF A POSTAL SURVEY TO DECIDE THE FUTURE OF SAME SEX MARRIAGE, THE ‘NO’ CAMPAIGN WAS OUTSPENDING ‘YES’ BY 2 TO 1. A NATION WAS DIVIDED, AND HOMOPHOBIC SLURS AND HATRED HAD BEGUN TO DOMINATE THE CONVERSATION. WE NEEDED TO SWING THE CONVERSATION AWAY FROM HATE AND BACK TO LOVE BY APPEALING TO AUSTRALIA’S SUBURBAN HEARTLAND VOTERS – THOSE WHO WERE UNDECIDED AND WHO MAY NEVER HAVE MET A GAY PERSON, LET ALONE ATTENDED A GAY WEDDING.
-
THE STRATEGY :
WE KNEW THAT MOST AUSTRALIANS WOULD MAKE UP THEIR MINDS WITHIN 48 HOURS OF RECEIVING THEIR BALLOTS. THE DAY THEY ARRIVED WAS ALSO THE NIGHT THAT TV’S BIGGEST CELEBRATION OF HETEROSEXUAL MARRIAGE, THE BACHELOR FINALE, WAS AIRED. VIEWERS OF THIS PROGRAM WERE THE VERY ‘FENCE- SITTING’ AUDIENCE WE NEEDED TO CONVINCE AND SO WE PINPOINTED THE FINAL AD BREAK AS THE PERFECT MOMENT TO ACT. MANY VIEWERS WATCH REALITY SHOWS WITH ONE EYE ON THE TV AND ONE ON TWITTER, AND SO WE HOPED THAT BY USING TV, THE FLOW-THROUGH TO THE ONLINE SPACE WOULD HAPPEN ORGANICALLY AND INSTANTANEOUSLY.
-
THE EXECUTION/THE EXECUTION & CRAFT :
WE HIJACKED THE BACHELOR WITH AN EMOTIVE 60” SPOT FEATURING REAL WEDDING FOOTAGE, SUPPLIED BY THE LGBTI COMMUNITY, IN A DONATED MEDIA SPACE IN THE FINAL AD BREAK. TWITTER IMMEDIATELY LIT UP WITH WORDS OF LOVE AND SUPPORT. WITHIN HOURS THE SPOT WAS BEING SHARED BY CELEBRITIES, POLITICIANS AND ACTIVISTS, REACHING AN AUDIENCE OF TENS OF MILLIONS WORLDWIDE. WITHIN 48 HOURS, THE PUBLIC WAS RAISING MONEY TO GET THE SPOT BACK ON AIR . THE SPOT WAS ALSO IMMEDIATELY SHARED AND REPOSTED BY THE AUSTRALIAN AND INTERNATIONAL MAINSTREAM MEDIA.
-
THE RESULT :
58% OF THE VOTING PUBLIC WERE REACHED, EITHER DURING THE BACHELOR FINALE OR ONLINE. 21.5 MILLION MEDIA IMPRESSIONS. ALL FROM $0 SPEND ON MEDIA, PR OR PRODUCTION (THE 150K SPOT DURING THE BACHELOR WAS DONATED BY THE SHOW’S MAJOR SPONSOR, WRIGLEY’S EXTRA). THE SPOT RECEIVED MORE VIEWS, LIKES AND SHARES THAN ALL OTHER CONTENT CREATED FOR BOTH YES AND NO SIDES, COMBINED. A MAJORITY OF 61% OF AUSTRALIANS VOTED YES, AND THE AUSTRALIAN GOVERNMENT PASSED THE LEGISLATION BY CHRISTMAS. NOW EVERY BACHELOR AND BACHELORETTE CAN HAVE THEIR FINALE.
-
URL :
