The Australian Subscription Television and Radio Association (ASTRA) Industry Excellence Award winners were announced last night, with former Foxtel chief executive, Kim Williams, receiving the pioneer award at the subscription television conference for his contribution to the industry.
Williams, now the CEO of News Limited, served a ten-year tenure at Foxtel, during which time he was a key player in the launch of Foxtel Digital. In his acceptance, Williams expressed pride at having left the company and the sector in a bigger and better state than he had found it.
“We’ve created thousands of jobs for great Australian talent, and awarded both our viewers and our shareholders,” he said.
The ASTRA awards were presented in three categories – platform marketing, program and channel promotion, and technology – and acknowledged television channels, operators and production houses as well as advertising and creative agencies for their contribution to the promotion of subscription television.
The recent Austar AFL ad campaign won the award for most outstanding marketing campaign. The campaign, titled ‘Slap’, was awarded for its use of a simple concept to achieve a complex objective using a memorable device.
While Crime & Investigation Network’s Kalgoorlie Cops took the award for on-air program promotion, the award for best off-air program promotion went to Showcase for their marketing campaign surrounding the series adaptation of Tim Winton’s novel cloudstreet. Of cloudstreet’s ads, the judges said “It was a great campaign that used various storylines to deliver an impactful PR message.
Other winners included B430 Global Animal on Channel V and Fox Sports for their program Fox Field.
For a full list of winners, see below:
PLATFORM MARKETING
MOST OUTSTANDING MARKETING CAMPAIGN FOR SUBSCRIPTION SALES OR SUBSCRIBER RETENTION/EXTENSION
Awarded to the most outstanding Australian consumer marketing campaign used to drive subscription sales and encourage customer retention and loyalty.
AFL ‘Slap’, AUSTAR
Judges Comment: Used a simple concept to achieve a complex objective using a memorable device. Humour extended it across all mediums used in the campaign.
MOST OUTSTANDING USE OF STV FOR A CONSUMER ADVERTISING CAMPAIGN
Awarded to an organisation for the most outstanding use of subscription TV in a consumer advertising campaign.
Heineken Flick to Kick Rugby World Cup Campaign, FOX SPORTS, MCN, ZenithOptimedia, Holler & Lion
Judges Comment: The unique broadcast capabilities of the match statistics of exclusive games provided a sense of participation rather than just live viewing. Outstanding results!
PROGRAM AND CHANNEL PROMOTION
MOST OUTSTANDING ON-AIR PROGRAM PROMOTION
Awarded to the most creative and effective on-air program promotion for a single subscription TV program, series or event.
Kalgoorlie Cops, Crime & Investigation Network
Judges Comment: For a niche channel they achieved cut through, demonstrating humour, innovation and creativity which achieved outstanding results.
MOST OUTSTANDING OFF-AIR PROGRAM PROMOTION
Awarded to the most creative and effective off-air program promotion for a single subscription TV program, series or event.
Tim Winton’s Cloudstreet, showcase
Judges Comment: The off-air component for Cloudstreet went across a vast variety of mediums and touchpoints. It was a holistic campaign that achieved outstanding results. It had highly impactful creative.
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.
Forever Classic, FOX Classics
Judges Comment: FOX Classics was the one spot that really defined the channel in the best way possible from concept through to delivery. It was clever, simple and engaging.
MOST OUTSTANDING MULTI-MEDIA PROMOTION
Awarded to the most outstanding integrated consumer marketing campaign using technology and interactivity to promote an Australian subscription TV channel identity, program or a platform.
B430 Global Animal, Channel [V]
Judges Comment: The judging panel felt it was a well thought out and executed multi-media campaign that resonated with its audience. It had the judging panel reaching for their backpacks.
MOST OUTSTANDING PR/COMMUNICATIONS CAMPAIGN
Awarded to the most creative and effective stand-alone PR or Communications campaign to promote an Australian subscription TV channel, platform, program and/or drive subscription sales/subscriber retention.
Tim Winton’s Cloudstreet, showcase
Judges Comment: Tim Winton’s Cloudstreet helped position STV as a leader in Australian high end production. It was a great campaign that used various storylines to deliver an impactful PR message.
MOST OUTSTANDING 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.
I Believe… Studio at the Melbourne Festival 2011, STUDIO
Judges Comment: The campaign exemplifies what can be done on a small budget. It resonated and interacted with its audience in an emotive, impactful and creative way. Studio extended their partnership with The Melbourne Festival and leveraged the other partnerships available to further extend their reach on a limited budget.
TECHNOLOGY
MOST OUTSTANDING USE OF TECHNOLOGY
Awarded for the most creative and effective use of technology for consumer use.
FOX Field, FOX SPORTS
Judges Comment: FOXField is something very different to what free to air offers as it builds the brand and would make you want to watch next time. It enhances the experience of watching sport and is on the mark in terms of the consumer.