Press release from ASTRA
The Australian Subscription Television and Radio Association (ASTRA) Industry Excellence Awards winners were announced yesterday evening at the annual ASTRA Conference held in Sydney. A total of 11 awards were presented, recognising individuals, channels and agencies that excelled in the promotion of subscription television.
The ASTRA Industry Excellence Awards recognise ground breaking and innovative promotional campaigns in the subscription television industry. The Awards are divided into three areas: Platform Marketing, Program and Channel Promotion and Technology.
This year the awards include a new category, Best Marketing Campaign under $50,000, which recognises creative and innovative work executed within limited budgets.
The awards were judged by a panel of 21 senior subscription television executives and marketing specialists. Entries were sent in from television channels, operators, production houses, media, advertising and creative agencies.
The winners are:
PLATFORM MARKETING
MOST OUTSTANDING MARKETING CAMPAIGN – SUBSCRIPTION SALES
Awarded to the most outstanding Australian consumer marketing campaign used to drive subscription sales.
• iQ Consideration Campaign, FOXTEL
Judges comment: The creative was strong, with a bit of an edge and linked to everyday scenarios. The winner had the edge by moving consumers on a consideration curve.
MOST OUTSTANDING USE OF SUBSCRIPTION TELEVISION MEDIUM FOR A CONSUMER ADVERTISING CAMPAIGN
Awarded to an organisation for the most outstanding use of the Australian subscription television medium in a consumer advertising campaign.
• Aussie – Selling Houses Australia, The LifeStyle Channel
Judges comment: The campaign demonstrated holistic integration with good use of the STV platform and a niche channel proposition. The integration was across the entire channel not just the program. The success metrics were solid and ROI was fantastic
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MOST OUTSTANDING MARKETING CAMPAIGN – SUBSCRIBER RETENTION/EXTENSION
Awarded to the most outstanding Australian consumer marketing campaign used to encourage customer retention and loyalty.
• Christmas in HD, AUSTAR
Judges comment: Simple and effective campaign in which long-term subscribers were rewarded. It was supported by a robust segmentation strategy.
PROGRAM AND CHANNEL PROMOTION 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.
• Grand Designs: Imagine Building a Home Here, The LifeStyle Channel
Judges comment: This campaign was bang on strategy with an outstanding level of innovation and creativity backed up with a fantastic production quality. The promotion really grabs you by the heart giving you a feel of what the show is about.
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.
• Channel [V] – For The Love of Music, Channel [V]
Judges comment: This was a fresh, authentic and beautifully done image spot. It was spot on for the demographic and really delivered on their tagline of ‘For the Love of Music’.
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, program and/or drive subscription sales/subscriber retention.
• Ben 10 Ultimate Alien 10.10.10, Cartoon Network
Judges comment: An innovative and multi faceted campaign that really understood and targeted its market. The ambient marketing component was very cool.
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.
• Grand Designs Australia, The LifeStyle Channel
Judges comment: A clear and accessible execution across multiple forms of media with a clever use of a key icon throughout the campaign – the door. The campaign had a clear impact on the ultimate success of the series.
BEST MARKETING CAMPAIGN UNDER $50,000
Awarded to the most creative and effective consumer marketing campaign to promote a channel identity or program with a total marketing budget of $50,000 or less.
• The Big Report, The Weather Channel
Judges comment: This is a simple but great initiative – a clever idea that resulted in engagement with lots of levels in the community and with very little investment.
BEST SOCIAL/DIGITAL MEDIA PROMOTION
Awarded to the most outstanding integrated consumer marketing campaign to promote an Australian subscription television channel identity, program or a platform.
• [V] Oz Artist 2010, Channel [V]
Judges comment: This promotion really understands the channel audience and the fact that it had to go out into the digital space to successfully attract the audience. Interactivity was maintained all the way to the end.
TECHNOLOGY
MOST OUTSTANDING USE OF TECHNOLOGY
Awarded for the most creative and effective use of technology for consumer use.
• Vancouver Winter Olympic Games, FOXTEL
Judges comment: A clean, crisp execution that creatively, was beautiful. The integration of the platforms was terrific. There were multiple hurdles to overcome, but the integration of the data and getting this out to applications and online was fantastic. The end user experience was clean and did not convey the complexity of what was going on behind the scenes.
MOST OUTSTANDING USE OF INTERACTIVE TELEVISION
Awarded for the most creative and effective use of interactive television for consumer use.
• Australia's Next Top Model – Chat On, FOX8
Judges comment: This is a great execution that comes full circle and is synced with content. It is consistent on look and feel and demonstrates true interactivity with layout and the integration of content is a good fit with target market.