Flipvertising for Samsung Australia by CHEP Network has won the AdNews Ad Campaign of the Year.
“This campaign flipped traditional advertising on its head with a deep understanding of how to engage digital communications for a demographic that's notoriously difficult to reach," said the judges.
The award was presented at a long lunch at the SCG in Sydney.
The campaign also won the AdNews Media Campaign of the Year.
Can you imagine Gen Z, the most ad-sceptical generation, trying to get targeted by Samsung ads? Of course not. But that’s the story of Flipvertising.
“As we noticed more conversation on Reddit and other platforms about algorithms and how to avoid them – we used this insight to power an entirely new style of campaign which broke the rules of direct advertising,” says CHEP Network.
“By ‘flipping’ the traditional targeted advertising model on its head, we created a competitive ‘internet sport’ where punters actively sought to get targeted by Samsung ads to win the Galaxy Z Flip4.”
Gavin McLeod, CHEP Network chief creative officer, said it’s important to go beyond using the channel as another broadcast platform when it comes to social and influencer led campaigns.
“What Flipvertising did brilliantly was it encouraged our audience to participate in a way that was true to them, while providing a genuine value exchange," he said.
Thank you to our sponsors for supporting this year's event.
Presenting Partner - SAMSUNG Ads
Supporting Partners
Audience360
Boomtown
Integral Ad Science
Nexxen
OMA
PubMatic
Quantcast
SEVEN
Amazon Ads
TripleLift
Associate Partners
ExtremeReach
Vistar Media
Cartology
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