NRMA Motoring & Services was announced as winner of the Big Business category for its Motor Value Bundle campaign at tonight’s Australian Multicultural Marketing Awards, held at the Sydney Opera House.
The campaign, marketed to the Chinese community in local areas of Sydney, was built upon evidence-based insights into the purchasing behaviours of Chinese-speaking motorists in NSW.
The NRMA saw an uplift of 80 per cent across the campaign within the targeted Chinese community, compared with other sites outside of the test market. A key success factor for the campaign was the partnering of above the line Chinese language advertising strategies with existing NRMA Chinese language staff members.
“We’re delighted to have won an award at this year’s AMMAs. Due to the success of the campaign, NRMA has increased its capacity and ability to track and analyse multicultural marketing activity and has plans to explore future multicultural marketing engagement with the Chinese and other ethnic markets,” said NRMA Channel Marketing Manager, Angela Tobin.
The Minister for Multiculturalism, The Hon John Ajaka MLC, spoke at the gala reception about the encouraging high level of entries.
“Good campaigns use the strength of a multicultural workforce to deliver a message that is not only about increasing sales, but also grabs our imagination and adds to our social cohesion and community harmony. Tonight’s winners have displayed creativity, hard work and dedication,” said Minister Ajaka.
Cricket Australia took home an award in the Youth category for its A Sport for All resource and training program that educates all levels of Australian cricket about Australia’s diverse society and how to meet its needs.
SBS continued its celebrations of 40 years broadcasting to Australians with an award in the Communication category. The two-phased campaign first marketed everything achieved in the last 40 years and then looked forward 40 years to what SBS Radio and the people of Australia hope to achieve.
2MFM, Muslim Community Radio was the public pick from the 20 finalists in the SBS People’s Choice for its campaign ‘Together Standing Against Extremism and Racism’.
The CEO of Multicultural NSW, Mr Harman, whose Agency have been delivering the Awards Program said: “The 26th Australian Multicultural Marketing Awards were a great success and we congratulate all entries for both recognising the importance of equitable representation in marketing campaigns and promoting cultural diversity.”
The winners of this year’s AMMAs are:
Winner: NRMA Motoring & Services – Motor Value Bundle campaign
Winner: Gould.Sydney – 2015 Project Highlights
Commendation: Chinese Commercial – Promoting Australia to China
Winner: Centre for Health Initiatives, University of Wollongong and Multicultural Health Service Illawarra Shoalhaven Local Health District – Cancer Good News Project: Reducing Cancer Stigma in Macedonian and Serbian Communities
Winner: Special Broadcasting Service (SBS) – 40 Years of SBS Radio
Arts and Culture (joint winners)
Winner: Australian Macedonian Theatre of Sydney – The Fence: Living in Harmony Project
Winner: Access Community Services Ltd: Ethno Roadshow
Winner: Netball Australia: Australia Post One Netball Program
Commendation: Islamic High Council of Australia – Multicultural Mawlid Concert
Winner: Cricket Australia – Multicultural Engagement
Commendation: Australian Rugby League Commission: In League Harmony
Winner: TAFE NSW Sydney Institute – Going Global
SBS People’s Choice Award
Winner: 2MFM, Muslim Community Radio – Together Standing Against Extremism and Racism
The AMMAs are supported by Partners B1 Group, SBS, Village Plaza, Settlement Services International, Sydney Opera House, ACPPRC, Business Risks International, Sofitel Sydney Wentworth.
For further information and nominations please visit AMMA.