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Danielle DiRosario

Bohemia Celebrates MFA Awards

The Bohemia Team at the 2019 MFA Awards

Bohemia celebrates MFA Award wins

The team dominated at awards night, taking home four wins.

The Bohemia team have taken home the win in four categories at this year’s MFA awards. 

With a renewed focus on effectiveness, the recognition is testament to the team’s commitment to delivering tangible results for their clients through the art and science of media. 

The wins included Brand Impact and Long Term Results for Gastro-Stop, Real Time Marketing for and Bravery for Ozmosis. 

Brand Impact & Long Term Results


Challenged to improve the overall Gastro-Stop’s suffer-to-treat ratio from 50% to 60% (as measured by brand tracking), the team had to affect change on a relatively low budget.

The team leveraged behavioural insights to create the Get Back to Your Asian Adventure campaign, playing off the FOMO attached to gastro and positioning Gastro-Stop as a kind of “Travel Insurance” throughout the travel journey. 

The results were outstanding.

  • 69% of people treating (against 60% target)
  • 46% increase in frequency of use
  • 40% increase in brand salience
  • 17% increase in value of sales (against 5% target)

Gastro-Stop also gained ascendancy in brand awareness over the key competitor for the first time, with the competitor decreasing to 40% and Gastro-Stop increasing to 51%. 

It also delivered significant and enduring commercial impact, leading to the brand being accepted into grocery in 2018.

Real-Time Marketing

As the #1 news site in Australia, is under constant pressure to defend its position given the ubiquitous availability of news online. And though the millennial audience was the ticket to further growth – this group were largely getting their news in their social feeds.

So we set out to burst the social bubble of Australian millennials.

Using real-time data and information to engage with consumers in a dynamic, adaptive manner, creative was executed daily in DOOH with weekly TV – neither usually thought of as real-time mediums.

Journalists, the marketing department, Bohemia and M&C Saatchi Sydney were united in a “war room” approach. Working together every day for the four months of the campaign to move at the speed of news.

  • 9am News Shortlist
  • Noon, first round creative
  • 3pm, live in digital, social, search and digital out of home

In total, 85 creative executions went live in under four months.

The campaign delivered impressive levels of growth on a very high base.

  • 10.3M Unique Audience (+13% growth vs target of +5%).
  • +1.1M New customers on a base of 9.2 million.
  • 9.5% Brand awareness.
  • 10% Increase on lead from the nearest competitor (



The MFA Bravery award demonstrate and celebrates how brave decision making has the ability to unlock results for brands and businesses.

Faced with a category in decline and a customer profile which over-indexed on mums and under-indexed on the skaters and surfers themselves, Ozmosis needed to do something drastic to grab the attention of this low-attention audience.

Knowing that the persistence to land a new trick or catch an irresistible wave comes with its fair share of bruises and scars, our strategy was to leverage these battle wounds as a medium to drive both earned attention and traffic to stores. 


  • 13% uplift in sales against 10% target
  • 61% of audience feeling more positive about Ozmosis against 50% target
  • 55% of audience agrees Ozmosis feels edgier and different against 50% target
  • 10x industry average click through rate
  • 105x industry average Facebook / Instagram engagement
  • +30% mobile click through rate vs retail benchmark

Most Innovative Media & Marketing Company 2019

Most Innovative Media & Marketing Company 2019

M&C Saatchi has been recognised as the Most Innovative Media and Marketing Company in Australia and New Zealand by The Australian Financial Review’s Most Innovative Companies list.

This is the fifth year in a row that M&C Saatchi has appeared on the coveted list. In 2017 the agency was ranked the Most Innovative Company in Australia and awarded Best Product Innovation and Best Overall Innovation for the NRMA FireBlanket, a fire detection system created by the agency for the insurance brand. In 2018, the business was recognised for Best Innovation Culture.

This year, the agency was celebrated as the most innovative in the media and marketing industry, having exceeded in a range of criteria including its approach to innovation both for clients and its own business.

The innovation highlighted was the creation of Minerva, an Artificial Intelligence (AI) robot designed by M&C Saatchi’s CX and data specialists, Lida.

Minerva, or Minnie for short, was built using best-in-class and custom-made machine learning tools to provide a complete overview of the components of advertising. These components involve object identification, optical character recognition (image to text), sentiment analysis, gender/age/emotion classification, colour coding and more. This data is then stored in a database with the ability for AI to extract and visualise trends and enable analysis.

On International Women’s Day 2019, Minnie’s analysis of 80 years of advertising to women in The Australian Women’s Weekly was released. The analysis highlighted the change required by advertisers in regards to the depiction of women in advertising.

The initial findings included insights such as the fact that the skin colour of models has not changed. From the 1930s to today, the women in magazine advertisements are still overwhelmingly white-skinned and blonde. Additionally, until the 1980s, the language in advertising in The Australian Women’s Weekly was overwhelmingly patriarchal with the word ‘man’ more prevalent than ‘woman’ despite the advertising being directed at women.

Based on these findings, M&C Saatchi has since engaged with several brands to help decode their advertising and provide an objective view of how they portray diversity.


“At M&C Saatchi, we pride ourselves on using creativity to find innovative approaches that solve far-reaching problems. Minnie is a brilliant example of that, as is the work she has done so far in changing advertising for the better. Being recognised by the AFR’s Most Innovative Companies list is a great honour for our teams and the efforts they put into bringing this to life as well as our overall commitment to innovation.”

Jaimes Leggett, CEO