On Friday night, Australia crowned its most effective advertising of the year. A hairy man with a flute. A kayak glued to a billboard. The Grinch who helped McDonald’s sell 50 million pairs of socks and drive the biggest sales day in its history.

The Effies are the only awards where the work has to prove it sold something. Not a clever ad. Not a viral ad. Sold it. So Jonathan Rolley lines up all seven gold winners with two experts, and a pattern appears. Two won on media alone. The other five all did the same two things: gave the brand something you can see, and something you can hear. By the end you will know exactly what they are, and you will be able to hold your own advertising up against them.

HOSTED BY
Jonathan Rolley, CEO of Undivided
https://www.linkedin.com/in/jonathanrolley/

GUESTS
Andy from Two Tractors, who makes the ads
Pete from Neuro Insights, who measures what the brain actually remembers

IN THIS EPISODE
Why the Effies are the one award that proves commercial outcomes
DiDi: the big night out and the flute hook you cannot forget
Uber Eats: the Grand Effie winner, and how to hijack a memory you did not build
Kitchen Warehouse: a low budget data idea that lifted sales 20 percent
McDonald’s: branding from the very first frame, and the Grinch takeover
Telstra: the whistle, the walk, and why only ten brands could pull this off
Selleys: grab it off the billboard and it is yours
Levande and Vanuatu: how simple and distinctive beat big budgets
The one lever fewer than 1 in 10 brands actually pull

CHAPTERS
0:00 The most effective ads in Australia
1:13 Why the Effies matter
3:39 DiDi: the big night out
16:04 Uber Eats: the Grand Effie winner
29:15 Andy Murray: order anything
30:50 Kitchen Warehouse: manipulate the algorithm
39:45 McDonald’s: the Grinch takeover
47:11 Telstra: the whistle and the walk
1:01:26 Selleys: grab it off the billboard
1:08:43 Levande: the ad that surprised everyone
1:14:56 Vanuatu: the fish out of water
1:22:36 The pattern behind every winner

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