Y&R Engage has picked up a Gold and a Silver at the APAC division of the Festival of Media in Singapore for the agency’s hardcore Apocalypse Steve Hansen – Don’t Lose Your Biscuit campaign.
The Gold came in the Best Communcations Strategy category; the Silver in the Best Use of an Influencer category.
“With a focus of achieving efficient scale and engagement, every media moment was orchestrated to become a talking point, earning the campaign a disproportionate amount of attention and creating earned momentum through to purchase,” said Y&R Engage national GM Nicky Greville.
“The outcome was a platform that was hard to miss, both in the ad breaks and media as many outlets, including Stuff and NZ Herald, were quick to pick up the conversation.”
“The unexpected campaign for Arnott’s biscuits focused on dramatising the disappearance of biscuits from life as we know it, making them the hero of a story designed to feel as big as a feature film.”
The campaign delivered strong sales growth, Greville said. “The focus on engagement is a winning formula.
“As opposed to a traditional-only approach, the engagement-driven campaign gained massive earned media. The outcome was a platform that was hard to miss, both in the ad breaks and media as many outlets, including Stuff and NZ Herald, were quick to pick up the conversation.”
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