ASTRA Industry Excellence Awards 2012: winners

The Australian Subscription Television and Radio Association Industry Excellence Award winners were announced last night at the conclusion of the ASTRA 2012 Conference.

Nine awards were presented recognising individuals, channels and agencies for innovative promotional campaigns in Platform Marketing, Program and Channel Promotion and Technology.

“The ASTRA Industry Excellence Awards distinguish the high caliber marketing and promotional work and profile of subscription TV. The recipients of these awards should be proud in the knowledge that their efforts are transforming the way that Australian’s perceive subscription TV,” said ASTRA CEO Petra Buchanan.

Awards for programming and productions will be given out later this year.

The winners were:

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.