2016 Asia-Pacific Stevie Awards Gold Winner - Atomic212 Most Innovative PR Agency
Company: Atomic 212, Sydney, Australia
Category: Most Innovative Public Relations Agency of the Year
Entry Title: Atomic 212, Sydney, Australia
PR AGENCY OF THE YEAR
Atomic 212 is an independent, technology-driven, PR and communications agency, which opened in 2014. Revenue has grown from $20m to $180m.
It is a connected set of three creative communications units, ring-fenced by a central communications advisory and management business (CCAMB).
2015 has been our year!
CCAMB: Client service/management. Strategy: Pioneering thinking Performance media: Driving retail Brands: Driving brand outcomes
COMMERCIAL GROWTH
New clients 2014:
AMP
Think Education Luxbet
Marvel
Hurley
Nike
NIB
Interflora
Specialty Fashion Group Greater
Bras N Things Mobile Muster Natuzzi Atlassin
Dick Smith
2015: TAB Tabcorp Coles eOne Westpac Mondelez
Origin Energy Cancer Council Minerals Council ASX
Moet Hennessy Mortgage Choice Progressive Insurance Keno
CrownBet
Surf Lifesaving Australia AMP iPac
NT Tourism
Mission Australia
Double Robotics
Melbourne Storm
Cystic Fibrosis Australia Laureate
Adairs
Yellow Brick Road
MCA
OzForex
Sportstek
Cashwerkz
Ubisoft
Western Sydney Wanderers Caritas
Fiig Securities
Magellan Financial Group HillRoss
2015 Business losses: None
Growth 2014/15:
1. $178 million revenue
2. Staff: 21 to 85
3. New offices: Melbourne, Auckland, Newcastle
4. New services: Applied Analytics, True Attribution, Branded Content, Social Publicity, Neuro Consumer insight, corporate and individual profiles, digital production, data and analytics, predictive modelling, econometric modelling.
Finance (objectives / actual results) Increase revenue 50%
Actual 1,105%
Increase profit margin 5%:
Actual 42%
Establish customer satisfaction level 8+: Actual 9+
Corporate social responsibility rating 70%+: Actual 80%
Foster creative thinking culture: Actual 1.4% turn over
AWARDS
Campaign 2015: ANZ Independent Agency of the Year (Gold); Media Agency of the Year (Silver); Australian Digital Agency of the Year (Silver); ANZ Specialist Agency of the Year (Bronze); Agency Head of the Year – Jason Dooris (Gold).
B&T 2015: Best Data Driven Marketing Campaign (Gold); Employer of the Year (Silver); 30 Under 30 Gold Winner – Claire Fenner.
Australian CEO Awards 2015: CEO of the Year – Jason Dooris (Silver) BRW Fast 100: Gold Winner 2014/2015 (Media & Marketing)
Deloitte Fast 50: Gold Winner 2014/2015
Deloitte Asia Fast 500: Winner 2014/2015
Cool Company Awards: Coolest Employer 2015 (Silver)
THE WORK
Client: Double Robotics
Campaign: Lucy the Robot
Brief/Objectives:
Double Robotics built a telepresence robot, wanted to launch in Australia/Asia. $15k budget.
Consumer Insight:
Relevance and entertainment drive fanatacism.
Strategy and Execution
Identify a fanatical global event; make it more relevant and entertaining.
We placed ‘Lucy the Robot’ outside Sydney Apple store to queue for iPhone 6s release. At other end of the device was Lucy Kelly, who controlled the robot via mobile.
Content marketing, PR, search, display video.
Results
Reach: The campaign was covered in 4,000 stories. Globally translated into 32 languages, reaching 123m, with average frequency of 7. Media value ~$73.2 million.
12,452 enquiries generated in 72 hours - $44,777,392 in sales opportunities.
Brand: recall +780%; brand favourability +1200%.
First iPhone 6s sold was bought by a robot.
Supporting Materials: