The 2013 Loerie Awards: Be the most famous you

TBWAHuntLascaris, Johannesburg were tasked to create a campaign for South Africa's most prestigious advertising awards show, the 2013 Loerie Awards. The purpose of the campaign was to get advertising, design, digital and media agencies to enter their work into the awards and attend the creative week.
Most creative people be it ego driven or just curiosity, have the tendency to search for their own name on Google to see where they stack up on the search results.
We took top South African advertising industry professionals such as Greg Gray, John Davenport, Dave Harris, Cathy Ireland and Rob Mclennan and searched for their names on google. And we discovered that they weren't the number one search of their own name. So we approached their number one namesakes on google to send in a photograph of themselves and we used them on posters and online as a challenge to the industry to enter the Loerie Awards. This was supported by our campaign message of 'Be the most famous you'.
For the online execution, we created a database of well-known names in South African advertising, bought their names as Google Adwords and created fictional same-name characters that beat them to the top spot on Google.
Just like the posters, we used real people to make short films that we broadcast online and at the main event. These videos challenged their famous, SA advertising namesakes to enter The Loeries and topple them from top spot on Google. Results:
While we were only targeting about 2000 people in the creative industry directly, we received a click-through rate of 1,9%, approximately 1000% more than the global average. Adding to that was a 20% increase in the amount of digital entries received.