By James Wells

SYDNEY: Breville has beaten seven other finalists to win a prestigious marketing award for its tongue-in-cheek website which was launched in the lead-up to Mother’s Day to promote the sales of other small appliances.

Breville won the national Multimedia and Interactive category for the NoMoreToasters website at the 2006 Australian Marketing Institute Awards ahead of other finalists including ANZ, Masterfoods, Allens Arthur Robinson.

The NoMoreToasters marketing creative was designed to take a less serious approach to selling appliances by using internet interaction and a viral campaign using email to eliminate bad Mother’s Day gifts across Australia. With the use of the website’s ‘Magic Gift Hinter’, mums could send a subtle, yet serious, email suggestion to their families stating they’d prefer something from the Breville kitchen range.

The campaign, which ran in the first two weeks of May, was supported by a series of outdoor advertisements as well as 90,000 humourous beer coasters distributed through hotels to target the male gift-givers. The coasters featured an image of an inappropriate gift on one side, with an advertisement for the website on the reverse side.

“The honest, irreverent and non-traditional approach of the campaign had real cut-through and resulted in increased website hits and strong financial results for Mother’s Day,” said HWI Electrical general manager – marketing, Cameron Searle.

“Breville has shown innovation and leadership through its marketing initiatives and to be recognised by the Australian Marketing Institute is thrilling for all involved.”

The campaign creative was developed in partnership with A Lizard Drinking to challenge the norm and empower women in a light-hearted style.

The Australian Marketing Institute National Awards for Marketing Excellence recognise both the successful execution of marketing activities and strategic rigour from which campaigns are developed.