this year's winners

This award, for excellence in marketing communications within the superannuation industry, is the pinnacle of achievement – representing the best of the best. Only winners of other award categories were eligible for this Award.

In choosing who would be awarded Campaign of the Year, the Second Round Judges reviewed the entries of all the category winners, and then voted.

Cook for your Career was a competition for young aspiring chefs – run by the industry super fund for the hospitality industry. The judges were impressed with the originality, relevance and execution of this integrated national campaign.

Colonial First State Global Asset Management set about converting more of its clients to sign up for electronic communications to reduce its environmental footprint. As a result of the campaign, 61,000 accounts were transferred to electronic communication, saving almost 14 tonnes of paper.

The judges said they were impressed at the widespread publicity HOSTPLUS attracted through its Cook for Your Career campaign. The message pick-up in media was consistent and supportive of the campaign objectives and generated positive brand recognition.

The Superpartners online migration campaign aimed at moving more employers to online contributions and payments. The campaign was praised by the judges for its strategic thinking, clear target identification and excellent execution. The campaign exceeded its objectives with a 64 per cent increase in employers using the online system.

The judges liked that Super Straight Up was a fresh approach to communicating about superannuation utilising You Tube and Facebook. Despite a small budget, this campaign engaged a young demographic, increased web traffic and drove new inquiries about Tasplan.

The Telstra Super Annual Report for 2009-2010, celebrated the fund’s 20th Birthday by focusing on its ‘reason for being’ - its members. Its theme ‘Connecting Australia for 20 Years’ was represented with beautiful visuals and compelling stories as well as full financial statements. As one judge remarked “I thought Annual Reports were meant to be boring?! This isn’t.”

This campaign was targeted at inactive members and successfully re-engaged almost 1,000 of them. The judges were impressed with the research behind the campaign, the eye-catching creative and the effectiveness of the campaign.

The judges were impressed by the quality of this submission and praised the campaign’s strong central theme, its clear objectives, great creative and excellent return-on-investment.