Australian mortgage broker Aussie and digital agency Amnesia Razorfish won a silver EFFIE last night, in the ‘Transformational Digital Business Platform’ Australian category.
Amnesia Razorfish is the first digital agency to win an EFFIE in Australia.
The mortgage broker won the award off the back of Amnesia Razorfish's bespoke digital effectiveness ecosystem that evaluates digital marketing.
The model enabled Aussie to record the full path to conversion – from first contact to the point of purchase – across all paid or organic channels for the first time, revolutionising the mortgage broker’s digital strategy and media spend.
Amnesia Razorfish brought the system to life together with Datalicious and ClearSaleing.
Amnesia Razorfish managing director Doug Chapman said: “The team is passionate about the effectiveness model we built with Aussie and worked hard to make the idea a reality, so we’re thrilled to accept our silver with an iconic Australian brand.
“Together with Aussie we answered a key strategic challenge – to define where to invest marketing budget in channels that get consumers to convert online,” said Mr. Chapman.
The strategy focused on transforming Aussie’s business marketing, while simultaneously creating a genuine digital marketing return on investment model.
Amnesia Razorfish head of strategy Ben Hourahine said: "With this project we wanted to move beyond basic path analysis to an accurate return on investment report for Aussie.
“Our model is an Australian first – a customised effectiveness ecosystem that enabled Aussie to follow the customer journey and change the remit of digital marketing decisions.
“We are extremely proud to be the first digital agency to win an Effie in this country,” added Hourahine.
Amnesia Razorfish were finalists in the category with heavyweights BMF and George Patterson Y&R.
The EFFIES celebrate the delivery of superior results and meeting objectives through proven results.