The Box wins Marketing Program of the Year

October 13 2010, 7:38 pm | BY Martin Trevaskis | 12 Comments

TheBoxDevice_lo.jpgCurtin University’s ‘The Box’ campaign has won the Marketing Program of the Year award at the national Australian Marketing Institute Awards for Marketing Excellence, announced in Melbourne tonight.

Created by The Brand Agency and Longtail, The Box© was developed as a category-changing, digital tool to help students through their final year of high school and the transition to university. The Box© helped Curtin reverse a two year decline in market share of school leaver first preferences, double its market share growth objective and close the gap on its major competitor by 5.35%. The Box© delivered a return on investment of almost $6 for every $1 spent and reduced Curtin’s expenditure on media and advertising.

“This is an outstanding campaign that highlights marketing’s shift fromtraditional areas to its importance in the growing education sector,”said Mark Crowe.

The Box, which also won the Education category, was the only campaign from WA to win at the awards.

Category Winners were:

Brand Extension

Farmers Union Iced Coffee: Brand Legend Gets FUIC’ed and Wins 9.5% Growth, AJF Partnership

 

Brand Revitalisation

Leading the Category into Premiumisation to Overcome the Rise of Private Label Commoditisation, La FAMIGLIA / Goodman Fielder

 

Consumer Insight

Thanks Mum, Colgate Palmolive and George Patterson Y&R

 

Corporate Social Responsibility

How a little ‘Hope, Love and Courage’ revitalised one of Australia’s longest standing charity fundraisers, phdcreative and DDB

 

Education

The Box, Curtin University

 

Experiential and Brand Experiences

Darwin – Mix It Up!, Tourism NT

 

Green Marketing

Townsville Queensland Solar City, Ergon Energy

 

Incentive Marketing

Europe. Almost as beautiful as the journey, Kaleidoscope Marketing and Emirates

 

Internal Marketing

CSC (Australia) FY10 Leave Competition: Life Beyond the Laptop, CSC

 

Loyalty Programs

Know Your IBM, CiEvents

 

Marketing Communications (Business to Business)

Overhead Powerlines Safety, Ergon Energy

 

Marketing Communications (Business to Consumer)

Picnic. It’s No Picnic, Kraft Foods

 

Multimedia and Interactive

Ask Richard, Naked Communications

 

New Brand

CLEM7. The tunnel that became a Brisbane icon, RiverCity Motorway

 

New Product/Service Launch

Nature’s Own Complete Sleep, Sanofi-aventis Consumer Healthcare

 

Relationship Marketing

Growing HCF’s member base through its members, HCF (The Hospitals Contribution Fund of Australia Limited)

 

Social Marketing

Anti Drug Driving 09/10, Motor Accident Commission

 

Sponsorship

Fantastic Noodles Surfing Sponsorship, Fantastic Snacks