Publicis Mojo Brisbane and The Monkeys only Australian winners to pick up one of twenty awards in this year’s Facebook Studio Awards
In late March, members of Facebook’s Creative Council gathered in New York to review hundreds of campaigns submitted for the second annual Facebook Studio Awards. Serving as the jury, they debated work submitted by brands and agencies from 59 countries around the world to decide this year’s winners.
Publicis Mojo, Brisbane has walked away with a Silver Award for its ‘Friendsy‘ campaign for Air Asia Australia and The Monkeys has picked up a Bronze for its OAK ‘Reverse Robberies‘ campaign for Parmalat.
Publicis Mojo was challenged with the task of creating a campaign that would develop brand awareness for the launch of AirAsia’s most-anticipated Australian hub, Sydney. The campaign grew the AirAsia Facebook fan base by 30%. The competition received 12,500 entries and reached 2,291,483 people on Facebook, which is a whopping 20% of Australians using Facebook
The Monkeys’ ‘Reverse Robberies’ provided a cure for stores that don’t sell OAK by storming convenience stores to stock their fridges with OAK. The campaign generated a 50% increase in fans, over 3,000 requests for a Reverse Robbery, and dozens of new OAK stockists.
This year, there was a noticeable shift from application development to a focus on content that tells a story in the News Feed through compelling copywriting and photography
Says Mark D’Arcy, head of global creative solutions, Facebook: “Every day we work with brand and agency partners to help them understand the benefits of Facebook and leverage its creative canvas and unmatched scale. Last year, brands tried to push the technical limits of Facebook, and digital platforms overall. Now, in just one year’s time, we were pleased with the renewed focus on the craft of great storytelling through publishing.”
The Oreo Daily Twist campaign mastered that approach and the jury selected it for the Blue Award. To celebrate the brand’s 100th anniversary, Oreo used Facebook to create 100 Page Post ads in 100 days. The ads were beautifully designed, timely and relevant, referencing current events from around the world, such as the Olympics and Mars Rover Landing.
Says D’Arcy: “Oreo, 360i and Draftfcb were successful because they had an approach that used creative talent designed around a marketing structure to keep pace with, listen to and connect with people. The structure is like a current-day version of a newsroom environment and people love it–and the numbers prove its success.”