DECEMBER 2016
AWARDS SPECIAL
MOST EFFECTIVE RICH MEDIA CAMPAIGN
WINNER
Knorr, Joule, PHD, Mindshare, Edelman and Mullen Lowe – Knorr Love At First Taste
R
eaching the millennial audience isn’t the easiest challenge for a food brand best known for its stock pots, but this campaign did just that with a viral video showing couples sharing food on a first date. The video itself racked up 112m views across channels, but it was also supported across
social media, with an accompanying ‘flavour profiler’ web app. This garnered over 2.7m social actions taking place in the first two weeks of the campaign, including 400,000 likes and 200,000 shares of the main film and associated assets, with 1.87m people clicking through to find out their own flavour profile.
FINALISTS Heineken, Mediavest and LoopMe – Bulmers M&S and Mindshare – M&S Food Summer Campaign Mobkoi, General Electric and MEC Global – GE Octopus Sky Movies and Weve – The 360-degree Easter Egg Hunt Textlocal – Textlocal SMS Ticketing
MOST EFFECTIVE APP INSTALL CAMPAIGN
WINNER
Virgin Media & RAPP – Wi-fi Buddy
V
irgin doesn’t operate its own mobile network – it uses EE’s, and has to pay for every megabyte of data its customers use. Wi-fi Buddy was conceived as a way of keeping data costs down for both subscribers and Virgin itself. Via email, SMS and owned media, RAPP reached out to customers with a fixed monthly allowance and those on an
unlimited data tariff alike, showing a benefit message appropriate to their situation: respectively focusing on the cost savings, or the ease of using the app. The campaign drove 377,000 downloads, and reduced total data consumption by 10 per cent. It also clocked up an average SMS response rate of 6 per cent. Impressive figures and a welldeserved winner.
FINALISTS Coral and Somo – Coral Sportsbook Euro 2016 Campaign Nasmedia and 4:33 – Lost Kingdom UA Campaign
MOST EFFECTIVE PROXIMITY MARKETING CAMPAIGN
WINNER
Amstel, Tesco, One Stop, Starcom Media Group, IRI and Blis – Amstel: Tesco & One Stop
A
mstel took an innovative approach to launching its lager brand into the offtrade retailer space. Leveraging location, it was able to accurately identify its premium 25-44 male audience via their real-world behaviour, and then reach them at the optimum point to drive footfall and sales to Tesco, its key retail partner.
The campaign saw great results, with a 19.7 per cent increase in sales of the featured Amstel products, and a 27.8 per cent increase in sales of all Amstel-branded products for the duration of the campaign period. Amstel also outperformed its competitors both during the campaign and in the weeks beyond. A terrific piece of work.
FINALISTS Barclays, Maxus and TabMo – Barclays London Calling Bus London, Proxama, Mapway and Exterion – Bus London Hewlett Packard Enterprise Services and PHD Singapore – HPrecision Ambush M&S and Mindshare – M&S Food Summer Campaign Lidl, RUN and Starcom – Lidl Core
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