BT's simply super campaign
In what was a hotly contested category, the BT Super for Life campaign – Making Super Simple – has taken out this year’s award for Best Advertising Campaign.
In awarding BT Super with Advertising Campaign of the Year, the judges acknowledged the quality of execution of the campaign, the campaign’s integrated media approach (comprising television, print, and online/digital), promotional activities at cinemas, and the use of the wider Westpac Group bank channels to help promote the campaign.
The result was a 50 per cent increase in new accounts and a 56 per cent increase in inflows since the launch of the campaign in February 2010, exceeding the campaign’s performance objectives.
The judges were also impressed by the campaign’s simple yet effective creative.
However, in a narrow decision, the BT Super for Life campaign managed to hold off Challenger’s ‘Real Stories’ campaign, Fidelity’s Forensic Investing campaign, and BT’s ‘Bigger Picture’ campaign.
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