2015 AIMIA Awards Winners

The ‘Amy’ Awards, in their 21st year, recognised over a hundred finalists in 30 fields, covering online retail solutions as well as mobile device applications, digital advertising and promotional campaigns, and not-for-profit and government services.

Sanitary brand Ajax was Highly Commended for its brand awareness site Ajax Social Wipes. The site, produced by VML Australia, prompted browsers to ‘clean up’ their social media presence by wiping away dated likes and follows, ‘disinfecting’ the user’s account of spambots and other undesirables.

Also Highly Commended was Swish, Hard Hat Digital’s product designed for Schweppes sales representatives, which provided live, up to date sales information, product promotional material, display guides and margin calculators to remove clutter from their sales team’s collective lives.

But the Winner of the Amy Award for the best online retail product went to Deepend and ice cream brand Peters for its website promoting the new Fandangles range of ice creams.

“Deepend has experienced incredible success over the past year and 2015 will be another big year for the agency,” Deepend Managing Director Kath Blackham said before the event. “We are extremely proud to see these results and I am humbled to be part of such a talented team where each individual is a master of their craft.”

VML Australia did manage to pick up the Amy for best retail smartphone app, with its product for Japanese clothes retailer Uniqlo, Uniqlo Match. Uniqlo Match allowed users to browse new styles from the Uniqlo range in a Tinder-like swipe interface.

Other stand-out offerings in the retail space that received nominations included:

  • #Bondspo, a social media competition conducted by underwear brand Bonds that involved setting a new physical challenge for each day of a week, rewarding participants that photographed themselves completing the challenge with prizes
  • Cooked.com.au, an online cookbook housing over 20,000 recipes from leading chefs around the world, bundled into an expansive social network of users and their own personally curated recipe collections
  • The redesigned online sales channel of clothing retailer Cotton On
  • Virgin Mobile’s location-based alternate reality game Game of Phones, which had players chasing down geotagged locations appearing on the program’s app to win prizes, then approach rival players to steal their rewards
  • Night Light, a social space for new parents created by Johnsons’ Baby to share advice and support for parents to help give their baby a full night’s sleep

Power Retail has reached out to other winners for comment.

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