AWARDS 2015
� SEPTEMBER ���� GROSVENOR HOUSE LONDON BOOK OF THE NIGHT MMG AWARDS 2015 EDITOR’S COMMENT Welcome to the M&M Global Awards 2015 Book of the Night. Over the following pages, we aim to bring you in-depth insights into each of the category winners, as well as those picking up Grand Prix awards.
The Grand Prix online ballot proved a thrilling exercise, drawing well over 5,000 votes, with fans of Shell, Facebook and MediaMath helping those companies be named International Advertiser, Media Brand and Programmatic Company of the Year respectively. It was wonderful to see more than 700 guests congregate at Grosvenor House in London, especially at a time when the agency world is coping with nearly 20 major international media reviews.
From online video to smartphone proliferation and the growing importance of data, these are revolutionary times for media and marketing – and the work shown to our judging panel shows that the industry is adapting admirably (see pages 11-43).
Thanks to all our M&M Global Awards 2015 partners, especially headline partner NBCUniversal, and to A+E Networks, Collective, euronews and Publicitas. Without your contributions, none of this would have been possible.
Alex Brownsell, Editor, M&M Global
Contents
3 EDITOR’S WELCOME 26 BEST PARTNERSHIP AWARD 5 CHAIRMAN’S INTRODUCTION 27 INTERNATIONAL CREATIVITY AWARD 6 MEET THE JUDGES 29 BEST COMMUNICATIONS STRATEGY 8 OBSERVATIONS FROM THE JUDGING TABLE 31 BEST USE OF CONTENT 11 AGENCY NETWORK OF THE YEAR 33 BEST INTERNATIONAL LAUNCH/RE-LAUNCH 13 CAMPAIGN OF THE YEAR 34 BEST ENGAGEMENT STRATEGY 15 INTERNATIONAL ADVERTISER OF THE YEAR 35 BEST USE OF SOCIAL MEDIA 17 INTERNATIONAL MEDIA BRAND OF THE YEAR 37 BEST LOCAL EXECUTION OF A 19 PROGRAMMATIC COMPANY OF THE YEAR GLOBAL BRAND 21 BEST USE OF MOBILE 39 THE EFFECTIVENESS AWARD CONGRATULATIONS TO ALL 22 BEST USE OF VIDEO 40 BEST DIGITALLY INTEGRATED CAMPAIGN 23 BEST USE OF NATIVE ADVERTISING 41 BEST TARGETED CAMPAIGN OF TONIGHTS WINNERS 24 THE SMART USE OF DATA AWARD 42 BEST ENTERTAINMENT PLATFORM SEE ALL THE PICTURES AND VIDEOS FROM THE AWARDS AT 25 B2B CAMPAIGN OF THE YEAR 43 BEST CONTENT CREATION AWARD mandmglobal.com 00 03 MMG AWARDS 2015 MMG AWARDS 2015 CHAIRMAN’S INTRODUCTION
It is always great to be surrounded Mobile is digital; digital is marketing. Being involved by top talent and good work, and we Now it is about ensuring mobile is judged entries and categories that the core of our marketing, because it with the M&M are absolutely critical to delighting is the device through which all other our consumers. channels are going to be accessed. Global Awards The one theme that seems common If I were to offer any advice to next allows me to be across everything is that engagement year’s entrants, I would say be really rules the day: finding new ways authentic with the KPIs you set connected with to engage consumers, and how out to achieve, and lay those out to connect with consumers across absolutely clearly in your submission. and inspired multiple devices and touchpoints. It Authenticity and transparency will is about cutting through the clutter, help take all entries to the next level. by what is and using each channel and device’s unique capabilities to engage in ways When you have a day job, you are happening we’ve never been able to before. always thinking about it in the context of the company you are in, the outside the walls That said, there are a couple of brands you work on and the people areas where we can all get better you work with. Being involved with in which I work ARE YOU A WINNER? and improve. the M&M Global Awards allows me to be connected with and inspired by One area is around really quantifying what is happening outside the walls the business results that are in which I work. Order extra trophies accrued out of the work we do; as marketers and practitioners, we Marketing and media is alive and need to continue to get stronger well. In fact, I would say that the dawn for your offices at engagement metrics, as well as of the media agency is reawakening explaining how that is increasing again. It is an exciting time to be a sales and lift for our brands. part of the industry. ■
email: [email protected] The other is around mobile: we have Vineet Mehra, president, to recognise it is no longer about global marketing services, mobile and social and so forth. Johnson & Johnson
00 05 MMG AWARDS 2015 MMG AWARDS 2015 MEET THE JUDGES
On Wednesday 26 August, 18 senior 1 Susana Tsui media and marketing executives CEO, PHD APAC gathered in central London to 2 Sarah Mansfield deliberate over this year’s M&M VP Global Media – Global Awards entries. 5 Europe & Americas Unilever As well as UK-based executives, we 3 Tony Mattson had judges fly in from locations as far- Global Managing Partner 4 flung as Singapore and the US. 6 UM 3 4 Kerry Elsdon 1 2 Led by Johnson & Johnson president 8 Head of Media and Social, of global marketing services, Vineet 7 Europe, MasterCard Mehra, and including an array of 5 Enyi Nwosu client, agency, media owner and Worldwide Head of Strategy technology experts, it was the ideal 14 Mindshare International group to identify this year’s most 6 Erica Rosengart impressive work. ■ Global Client Managing Partner Starcom Mediavest Group 12 11 7 Tony Jarvis 13 MD – Client Relations EI Agency 10 8 Andrew Cocker Senior Marketing Director, EMEA 16 Expedia 9 9 David Black Managing Director – Brand Google 10 Vineet Mehra 17 CHAIR OF THE JURY President, Global Marketing Services Johnson & Johnson 11 Mark Murray Jones Head of Strategy OMD International 18 12 Taide Guajardo European Marketing Director P&G 13 Annabel Venner Global Brand Director 15 Hiscox 14 Dave Hompe Joint Managing Director and Client Lead, EMEA, Essence 15 Lynette Pang Assistant Chief Executive Officer Singapore Tourism Board 16 Deirdre McGlashan Global Head of Digital MediaCom 17 Dominic Woolfe Director of Sales, UK Collective 18 Matthew Teeman EMEA Commercial Director Bloomberg 06 07 MMG AWARDS 2015 MMG AWARDS 2015 COMMUNICATION WITHOUT LIMITS AS
DATA AND CREATIVITY COLLIDE across the globe. While it drew positive comments, and received a high commendation for the Best An impressive body of work was judged by an equally heavyweight panel for this Use of Content category, the quality of the fresh media work on display year’s expanded M&M Global Awards, which reflected a resurging confidence in the thwarted its attempts to add to its international media and marketing landscape among players both old and new trophy cupboard.
Airbnb’s ‘#NightAt’ submission was A quick glance out the window a thing of beauty, and had plenty confirmed the obvious: it was still of fans in the judging panel. Yet it raining, as it had been all day. never quite managed that elusive The British summer may have majority vote in the categories into disappointed holidaymakers, but which it was entered – leaving with it did nothing to dampen the only a high commendation in the enthusiasm of those gathered to International Creativity Award. judge the entries for this year’s M&M Global Awards. Similarly, Dell’s hilarious ‘Take IT Easy’ case study – shortlisted in six The calibre of the judging panel OMD International’s Mark Murray Jones categories – was highly appreciated, was beyond debate. Take our chair, but could only convert that popularity Johnson & Johnson’s president, into a single win in the B2B global marketing services, Vineet the rise of programmatic buying is Campaign of the Year category. Mehra, who had jetted in from New only going to enhance this need for York for 24 hours to lead the process data sophistication. The discussions were not all positive, with wit and poise. Companies new and old – either. The judges argued that Another notable trend was an brands should be doing much more Mehra was ably assisted by sharp appreciation of how innovative media from Facebook and Teads to harness the unique power and client minds such as Unilever’s vice Final judging day highlights choices can take a strong creative to capabilities of mobile, especially president global media, Europe and a higher level. to Bloomberg and the with smartphone use growing rapidly Americas, Sarah Manfield, Hiscox across emerging markets. global brand director Annabel Data, data and more data Mondelez’s cookie brand Oreo BBC – rubbed shoulders Venner, and Singapore Tourism Patterns are not necessarily easy wowed the judges with its campaign Getting better Board assistant chief executive to spot in the winning entries. celebrating the solar eclipse over the at Grosvenor House, and As the industry gathered for its Lynette Pang. One gained a sense that Successful entries emerged for UK earlier this year. Oreo’s agency annual celebration at the M&M a range of verticals, including PHD secured an amusing media even shared a vodka luge. Global Awards, we can be proud that The panel also boasted media a good creative concept FMCG, retail, telecoms, automotive partnership with The Sun, running an international media and marketing is experts such as Google UK managing and technology. eclipse-themed cover wrap over the Our world is changing getting better: more sophisticated, director David Black, MediaCom’s is wasted without a newspaper, as well as buying digital more innovative and more creative. global chief digital officer Deirdre However, what many did have in OOH spaces on the top of buildings by Nestlé milk brand NIDO, to the McGlashan and PHD’s Asia Pacific rigorous data strategy to common was an appreciation of the in London and Edinburgh to capture huge levels of Twitter activity around Companies new and old – from chief executive Susana Tsui. importance of data. the attention of sky-gazers. Adidas’ official FIFA World Cup Facebook and Teads to Bloomberg ensure it reached the right football, Brazuca. and the BBC – rubbed shoulders at With 18 entering categories, it was a Campaigns as disparate as Knorr’s Of course, the moment of the Grosvenor House in London, and long day, but the levels of combative people at precisely the ‘Flavours of Home’, Disney’s ‘Star eclipse differed slightly in each Meanwhile, the myth-busting even shared a vodka luge. Our world debate did not diminish. Wars: Rebels Wanted’ and Sony city, so the use of data to ensure a ‘#TouchThePickle’ campaign by is changing. right moment Xperia’s ‘Superiority Complex’ drew timely recreation in both locations Procter & Gamble (P&G) feminine Case studies were rigorously praise for the clever use of data to – using an Oreo to represent the hygiene brand Whisper in India, With the newly relaunched M&M examined against category criteria, Categories like Best Use of Mobile, both inform the creative idea and Moon, of course – only added to the with its sentiment-shifting success, Global, we aim to capture that and judges often found themselves Best Use of Native Advertising and optimise media plans in real time. campaign’s credibility. hinted at how brands can instigate growing confidence and be the hub sparring with fellow panellists over Best Use of Video brought us up positive action. for international media. the relative merits of each entry. to date with the evolving ways in One gained a sense that a good No popularity contest which brands are communicating creative concept is wasted without The best campaigns demonstrated There were some surprising results, Please visit our new website and let The expanded scope of the Awards with consumers, and this progression a rigorous data strategy to ensure an ability to change consumer too. Take P&G’s much-lauded us know what you think – and we look also helped to better reflect will undoubtedly continue over the it reached the right people at behaviour, from the pledges for ‘#LikeaGirl’ campaign for its Always forward to seeing you at next year’s the changing industry we serve. coming years. precisely the right moment. And a healthier generation prompted brand, which has been celebrated M&M Global Awards. ■ 0008 09 MMG AWARDS 2015 AGENCY NETWORK SPONSORED BY: Creative Solutions. OF THE YEAR Built Around You. WINNER MediaCom Proud Sponsors Of The Media Agency Of The Year Award
CONGRATULATIONS TO ALL THE WINNERS
MediaCom describes itself as ‘the – speaks volumes too: from its MediaCom’s content + connections agency’, B2B-winning work with Dell, which stressing that a media agency ingeniously bypassed the corporate assertions are as in today’s rapidly shifting media IT buyer (ostensibly the target landscape must operate in an entirely market) based on an insight that they far from empty new way. knew little about IT, instead targeting IT administrators; to its emancipating corporate blurb While the more cynical reader may ‘Touch the Pickle’ campaign for raise an eyebrow at such lofty sanitary towel brand Whisper, which that you can get, words, MediaCom’s assertions are picked up awards in two categories clearly about as far from empty (Best Content Creation and The certainly if its corporate blurb that you can get, Effectiveness Award). certainly if its performance in the performance in M&M Global Awards 2015 is anything Other wins spanned mobile to go by. telecoms, with MediaCom’s Sony the M&M Global Xperia Z3 campaign boosting brand MediaCom was this year’s agency preference by 28% and picking Awards 2015 is with the most shortlisted entries – up Best Use of Mobile, and its with 31 of its submissions making #listenforyourself Bose partnership anything to go by sales.nbcuninetworks.com the final round of judges’ voting. But with Spotify, Vice and Facebook, more tellingly, out of those, a massive which won Best Partnership Award. Cathy Boxall: Client Solutions Director six picked up category trophies, while two submissions were Highly Last, and by no means least, 0203 618 8067 [email protected]; Commended. MediaCom was behind the strikingly Justin Stephenson: Advertising Sales Director innovative ‘Power of Sport’ campaign The diversity of award-winning for Shell, which was a key contributor 0203 618 8152 [email protected] entries – both in terms of client to the energy giant winning the sectors, campaign types and media International Advertiser of the Year and data strategies deployed Grand Prix. 11
Advert_v2.indd 1 20/08/2015 18:36:14 MMG AWARDS 2015 MMG AWARDS 2015 CAMPAIGN OF THE YEAR
WINNER Penny the Pirate
AGENCY: OMD BRAND: OPSM
23-25 September 2015 The Ritz-Carlton Key Biscayne, Miami
Campaign of the Year is calculated bookings with OPSM professionals. OPSM and from the success of the brand’s With the help of the University of performance across multiple M&M Melbourne and renowned illustrator OMD’s ‘Penny the Global Awards categories, and Kevin Waldron, ‘Penny the Pirate’ OPSM and OMD’s ‘Penny the Pirate’ was born, allowing OPSM to hide Pirate’ campaign FERNANDO MACHADO ALEXANDER MARY HELENA ASMAT PENRY PRICE campaign punched well above its children’s eye screenings behind SVP GLOBAL BRAND JUTKOWITZ BACKUS BRAND VP MARKETING weight, winning in two categories visually and narratively compelling punched well MANAGEMENT, CEO, TRUFFLE PIG MANAGER, SOLUTIONS, (Best Engagement Strategy and Best illustrations and type. BURGER KING SABMILLER PERU LINKEDIN Entertainment Platform) and being above its shortlisted in another three. The Working with bloggers, schools quality of the campaign makes it easy and parents to test the book, OMD weight, winning to see why. acted like a publisher, honing the story ahead of a national launch via in two awards Eyecare brand OPSM needed to Yahoo7’s ‘Mouths of Mums’ network. overturn a mindset prevalent among Penny the Pirate was free to categories and parents of young children, one-in- download as an app or to pick up in- four of whom have vision problems: store. Media spend spanned social, being shortlisted that taking their kids to optometrists SEM, display and performance ads is not a priority. online, TV commercials, in-store MICHAEL WOLFF DOMINIQUE DELPORT in another three WRITER, HOLLYWOOD GLOBAL MANAGING displays and cinema ads. REPORTER DIRECTOR, HAVAS This perception was largely due to the notion that the lab coat and lens OPSM is on track to screen more than approach is over-scientific, complex 500,000 children and receive 125,000 and off-putting. appointments, an increase of 89%.
OPSM and OMD had to shift The campaign drove nearly 50,000 attitudes, inspire conversation and engagements on social media in its care among parents, screen more first fortnight, and also spearheaded young eyes and boost consultation a 14% boost in sales. 00 13 MMG AWARDS 2015
SPONSORED BY: 琀栀攀 洀漀猀琀ⴀ眀愀琀挀栀攀搀 渀攀眀猀 挀栀愀渀渀攀氀 椀渀 䔀甀爀漀瀀攀 INTERNATIONAL ADVERTISER OF THE YEAR WINNER 猀攀攀 琀栀攀 眀漀爀氀搀 椀渀 瀀攀爀猀瀀攀挀琀椀瘀攀 Shell 琀瘀 ⴀ 洀漀戀椀氀攀 ⴀ 爀愀搀椀漀 ⴀ 椀渀琀攀爀渀攀琀 SHORTLISTED • Airbnb
• Coca-Cola
• Dell
• Hilton
• L’Oréal
• Samsung
• Unilever
Shell has won the coveted Grand Prix for International Advertiser of the Year, fending off competition from seven other contenders after being Shell worked closely with voted for by M&M Global readers. MediaCom, taking an The company not only notched up five shortlisted entries in this year’s atypical stance for an M&M Global Awards shortlist, but also converted one into a win for its energy giant associated inspiring ‘Power of Sport’ activity in Rio in the build-up to the FIFA with fossil fuels, focusing World Cup in 2014 (the International Creativity Award). on renewable energy
The tone of ‘Power of Sport’ caught fuel can help avoid engine gunk the imagination of the M&M Global and corrosion. Awards judges. Shell worked closely with MediaCom, taking an The oil and gas group has also been atypical stance for an energy giant innovating in the consumer space, associated with fossil fuels, focusing recently partnering with PayPal to on renewable energy in a manner offer UK consumers at its forecourts 䔀砀挀氀甀猀椀瘀攀 猀瀀漀渀猀漀爀 漀昀 琀栀攀 that emphatically shrugged off the the option to pay for fuel using a 䴀☀䴀 䤀渀琀攀爀渀愀琀椀漀渀愀氀 䄀搀瘀攀爀琀椀猀攀爀 potential label of ‘greenwash’. mobile app. Meanwhile, a blockbuster-style global Elsewhere, Shell was shortlisted twice 漀昀 琀栀攀 夀攀愀爀 䄀眀愀爀搀 campaign, called ‘Stay Ahead’, in the Best Partnership category for launched earlier this year, promoting Power of Sport and the company’s how Shell’s V-Power Nitro+ car Eco-Marathon work. 攀甀爀漀渀攀眀猀⸀挀漀洀 攀甀爀漀渀攀眀猀⸀挀漀洀⼀愀瀀瀀猀 15 MMG AWARDS 2015 MMG AWARDS 2015 INTERNATIONAL MEDIA BRAND OF THE YEAR WINNER Facebook
I M 2 0 1 5 PREDICTIONS FOR 2015 PREDICTIONS FOR 2015 I M 2 0 1 5
WHAT WILL SHORTLISTED In 2015, the ability of brands to give consumers what they want, at the • Bloomberg HAPPEN IN right place and the right time, will be a Presents... key differentiator. INTERNATIONAL MEDIA 2015 • Disney
Programmatic will increasingly contemplate brand. Marketers will question whether programmatic optimisation is damaging or enhancing brand building. The best programmatic providers will increasingly differentiate themselves • Mail Online 2015 based on their ability to manage cost-effectiveness on behavioural metrics while delivering campaigns The world we inhabit is constantly changing and the winners are that build brand metrics.
those that can best anticipate the form of that change. Millward Brown’s Micro-video will be propelled into the annual Digital & Media Predictions provide a reliable guide to how mainstream. There will be more opportunities to build reach in the micro- • Spotify marketing is likely to evolve in the next 12 months. Here are 11 marketing video landscape with paid messages. Brands (and forecasts for the year ahead agencies) will succeed by understanding the nuances of micro-creativity and the different roles fulfilled by platforms such as Vine and Instagram. Perfect timing will be critical. The new, new Native more often gets it right. In 2015, native Analogue will become digital. Every channel • The Economist thing in 2015 will be synchronised messaging advertising will become an established part will be digital, even if it’s not. Marketers across TV and the other devices that of the advertising landscape. The key for will add digital responses such as interaction consumers use while watching. Brands will be able brands will be to partner with publishers that via smartphones to channels that remain to reinforce their TV message with targeted strike a proper balance between brand messages analogue in order to digitalise them. Going digital reminders during the ad breaks. Car ads will be and editorial, clearly identifying sponsored content in every channel will allow brands to put followed up with test-drive messages, for example, and matching the site’s tone and style. consumers in control. as more and more media owners roll out the • Twitter capability to match messages across desktop, Marketers will get savvier about multi- Location-based marketing will bloom. tablet and mobile. generational, multi-screen marketing. While This will be the year that brands focus on millennials are heavier users of smartphones, consumer needs to deliver messages and Social and mobile silos will be broken down. the laptop is not dead – even younger generations services that are meaningful and relevant to Brands need to understand the synchronised turn to them for high-attention activities such as specific locations. In 2015, the ability of brands to impact of cross-platform and cross-device product research. In 2015, smart marketers will give consumers what they want, at the right place behaviours to justify continued (and increased) optimise across devices by aligning branding and the right time, will be a key differentiator. • Vice media investment. To facilitate this, in 2015 social objectives with learning about how screen use and mobile media will start to deliver insights into varies by generation and contextual task. Successful organisations will structure for how brands and their media agencies can best success in the digital age by courting harmonise their overall social and mobile strategy. Programmatic will get creative. Creative innovators, focusing on digital training agencies will design smart, engaging and and becoming more collaborative. The very best Big data will become intelligent data. In 2015, customisable creative 'elements' (rather than will step back and take stock by examining the marketers will finally learn how to take ads) which merge seamlessly with programmatic impact of digital campaigns on the hearts and advantage of big data: they will streamline media-buying algorithms. The best of these minds of consumers. ■ their data assets and invest in the analytic talent executions will enable a new kind of dynamic, they have been lacking to identify the metrics that relevant storytelling based on when and how they For Millward Brown’s full Digital & Media are key to brand and sales growth. are delivered. Predictions, go to www.millwardbrown.com
12 M&M GLOBAL INTERNATIONAL MEDIA 2015 M&M GLOBAL INTERNATIONAL MEDIA 2015 13
M&MG14_IntMedia_p12_13_Predictions 2015.indd 12 18/12/2014 15:35 M&MG14_IntMedia_p12_13_Predictions 2015.indd 13 18/12/2014 15:38
I M 2 0 1 5 CONNECTIVITY CONNECTIVITY I M 2 0 1 5 JOINING CREATIVE, The consumer is looking for Facebook is synonymous with the TECH AND DATA enhanced services, while brands are getting privileged one-to-one access whole notion of social networking, Wearable technology and the Internet of Things will bring innovative brands closer to consumers as the demand for greater connectivity to people and real-time data. increases and concerns over the use of personal data are addressed but increasingly it has strengthened its credentials as a global media ➜ ➜ ➜ ➜ Facebook is finding Nick Adams David Boyd Jon Buss Anne Cecile Michaud Head of digital strategy and development, International digital director, UK managing director, Criteo Global head of strategy, Mindshare Clear Channel Havas Media Group player with serious weight, boasting The most visible brands in 2014 It’s noticeable that very few To my mind, the two strongest We know now that some target have been those within the businesses have made examples of the Internet of groups are more reluctant health and fitness space – profitable in-roads into the Things are the Nest smart than others to take up massive ad revenues and buying with the notable exception Internet of Things. thermostat, backed by connected devices. new consumers and of Google. So what’s really going on? The Google, and Apple Watch. The significance of connected It hasn’t splashed any obvious ad increased connectivity offered by However, although these devices devices for brand advertising in budget on the launch of Glass, the Internet of Things is being were greeted with enthusiasm by 2015 will vary according to the into new markets. It is therefore little preferring instead to use word used less in consumer product some, they also evoked privacy targeted demographic. There is of mouth and PR. This will only development and more to improve concerns. The much-anticipated a growing number of millennials change once barriers to consumer real-time efficiencies – in our case, launch of Apple Watch, for example, who are extremely aware of the adoption are lowered. Currently, connecting our global network to give generated a mixed reaction as not all potential risks of being too connected surprise that it is our International the high cost of Glass, along with its advertisers greater reach and a seamless consumers saw its practicality. to brands. That said, we are in no doubt advertisers through limitations and style issues, means that demand is strategy. We’ve added QR codes to more than that connectivity is going to remain hugely restricted to early technology adopters. Next year will 100,000 locations this year, allowing commuters to Connected devices will generate masses of important and the development and use of wearable be a bit of a make or break moment for Glass. engage with ads and access bus timetables using their data, and the opportunities for companies technologies will continue to grow. Media Brand of the Year. smartphones. For us, this shift in how users engage such as Google and Apple to monetise that For other brands, it’ll be all about the data, with advertising is where the real excitement around data is potentially vast. Not all brands will succeed but, by 2016, which can be mined through partnerships connectivity and the Internet of Things exists. But consumers are now much more aware of how we will begin to see which offers have the with wearable devices. their data is being used. Privacy boundaries will be staying power to survive and prosper. The likes of Jawbone and Fitbit have been offering We’d like to see the evolution of more the main concern, and questions on the ownership It requires a considerable amount of talent to ensure Instagram, and posing a partnership activity data for a while via APIs, and responsive outdoor advertising. of that data and how users are protected will be front that innovation in wearable, and that connected Google has just come to market with its Fit app, But there are still a lot of roadblocks in the way, of mind. Yet digital natives, or ‘Gen Y’, are showing technology, fit neatly into our everyday lives while, which will also provide access for developers. We caused by the complex layers between the creative, themselves to be less concerned by privacy. This is a at the same time, serving people’s needs and The M&M Global team selected don’t expect wearables to stray too far from the fitness the agency and the technology. Without these generation that benefits from increased fluency and expectations and returning the necessary profit sector in 2015, but more brands will partner these complexities, we’d see more campaigns like British comfort in using technology and will embrace new required to match the investment. companies to access valuable consumer data. Airways’ award-winning Look Up, which was systems and devices. conceived purely for outdoor and is a great example We are entering a digital era whereby eight international media owners that The ecosystem of brands tapping into of the creative connecting to internet-available data. Retail has and will most likely continue to consumers’ and brands’ interests are equal. real challenge to Google in wearable technology’s available activity be one of the fastest-growing areas with Many brands are now investing in connectivity data is likely to expand over the coming We need to move away from content that regards to increasing connectivity. because of the huge potential created by data year, with Apple Watch spearheading is a hybrid of a TV campaign and focus John Lewis, for example, has launched its first-ever collection on the one hand and strong engagement had shown brand development over the way. more on how original creative can be technology incubator with the aim of redefining with consumers on the other. The consumer is Apple is promising to release a WatchKit set of implemented with increased connectivity. the customer experience and bridging in-store and looking for enhanced services, life tracking and developer tools, so it will be fascinating to see how In territories such as Latin America and parts of online experiences. Technology can track physical improved entertainment, while brands are getting brands intend to leverage this. By the end of next Africa, it’s easier to make the jump into mobile-first movements and traffic patterns, which can be used privileged one-to-one access to people and real-time the past 12 months, success within year, full-on native apps will be available for Apple and connected devices because they don’t have to gather and interpret information and enhance the data. This will result in brands focusing even more the online video space Watch, although, just as early iPhone OS apps were the evolutionary history of the computer. We will company’s insights into individual customers. This on the consumer experience worldwide, but also an constrained to save battery life, we’ll probably see the continue to talk up mobile-first but, in countries such kind of detailed customer information gathering is increase in personalisation strategies designed with same restrictions on what apps can be built initially. as Mexico and Kenya, they really are implementing it. something we can expect to see more of. the consumer and data collection front of mind. the marketplace, influenced media
20 M&M GLOBAL INTERNATIONAL MEDIA 2015 M&M GLOBAL INTERNATIONAL MEDIA 2015 21 practice globally, and delivered for social network already dominates
M&MG14_IntMedia_p20_23_Connectivity.indd 20 18/12/2014 16:36 M&MG14_IntMedia_p20_23_Connectivity.indd 21 18/12/2014 15:58 agencies and advertisers during the a quarter of the US digital display qualifying period. Facebook excelled market, and has seen its mobile across all those categories. advertising revenue grow by 73% on its 2014 performance. BE PART OF THE INDUSTRY’S BIGGEST ROUND UP Facebook’s first-quarter revenues were up 42% to $3.5 billion, with Facebook is finding new consumers OF THE KEY INTERNATIONAL MEDIA TRENDS AND monthly users up 13% year-on-year to and advertisers through the increased 1.44 billion. monetisation of Instagram, and INSIGHTS IN 2015, AND FIND OUT WHAT posing a real challenge to Google It is little wonder then that we have in the online video space. Its next WILL SHAPE 2016 grown all too accustomed to statistics frontier will arrive in early 2016, when describing Facebook’s ongoing the Oculus Rift virtual reality headsets FOR OPPORTUNITIES PLEASE CONTACT VICTOR KINLOCK AT stratospheric performance. The finally reach consumers. [email protected] 00 17 MMG AWARDS 2015 PROGRAMMATIC COMPANY OF THE YEAR WINNER MediaMath
SHORTLISTED • DataXu
• Exchange Lab
• Rocket Fuel
• Rubicon Project
• Sizmek
• SpotX WRAP • TubeMogul
MediaMath has picked up the REPORT Grand Prix gong for M&M Global’s Programmatic Company of the Year, Dmexco beating off competition from seven MediaMath resides in an other programmatic specialists, as voted for by our readers. industry associated with The M&M Global team selected workaholism. Yet jobs site a shortlist of eight international programmatic players that have Glassdoor ranked it third demonstrated stand-out business performance and embodied the in its list of employers for TO BE PART OF THE WRAP REPORT FOR DMEXCO, pioneering, innovative spirit in OR THE SHOW DAILIES one of marketing and media’s work/life balance new frontiers. PLEASE SPEAK TO VICTOR KINLOCK ON It’s a philosophy that resonates across MediaMath resides in an industry – the business, which employs more [email protected] or on 020 7367 6467 fairly or unfairly – often associated than 600 staff across offices in New with workaholism. Yet jobs website York, Boston, Chicago, Miami, San Glassdoor ranked the marketing data Francisco, São Paulo, London, Paris, specialist third in its list of top UK Singapore and Tokyo. employers for work/life balance. The firm is led by chief executive Joe The company scored 4.6 out of 5, Zawadzki, a recognised pioneer in with positive feedback from existing online advertising, while it recently and former employees. One staff employed a vice-president and member said the firm ‘respects global head of communications as personal and work/life balance, its growing size and diversity calls for enriching both simultaneously’. consistent marketing comms. 19 MMG AWARDS 2015 BEST USE OF MOBILE SPONSORED BY:
WINNER Xperia – Superiority Complex
AGENCY: MEDIACOM WORLDWIDE BRAND: SONY XPERIA HIGHLY COMMENDED
• Local Feet, Global Footprint Agency: Starcom MediaVest Group Brand: Galaxy Tab S
SHORTLISTED • Picture this… #Urbantips from Courtyard by Marriot Agency: MEC Brand: Courtyard
• Selfie Swap Agency: OMD The smartphone market is dominated Brand: Canadian Tourism Global Media and Marketing Solutions by Apple and Samsung, which meant Board Sony’s messages around its Xperia • Twitter Radio Publicitas is a world leading international media and advertising services company. handsets were often lost. Sony staged ‘guerilla Agency: Starcom MediaVest Group We provide targeted advertising solutions through the most effective media, offering So Sony and MediaCom decided to raids’ on the iPhone 6 Brand: Suno FM unequalled global access to quality audiences across all channels. In addition to traditional ad use Apple and Samsung’s strengths against them, disrupting their rivals’ placement, our services include market and media consultation, in-page and in-mobile video, and Galaxy launches, product launches and directly creative and premium programmatic. Publicitas is uniquely placed to enhance ROI on your targeting their customers. simultaneously serving marketing spend. Sony staged ‘guerilla raids’ on the its Xperia Z3 ads to iPhone 6 and Galaxy launches, Display | Mobile | Video | Social | TV | Print | Out-of-Home | Inflight disrupting their TV campaigns by second screens simultaneously serving Xperia Z3 ads to second screens, where it knew delivering Z3 messages within three many of Apple’s and Samsung’s core seconds of Apple and Samsung’s ads. Global Reach, Local Knowledge consumers frequented. The campaign bolstered Xperia Z3 Conversations across social media brand preference by a third, and Sony were closely monitored during reached 13 million Apple owners Apple CEO Tim Cook’s address, with in just three days from the iPhone Sony pointing out in real time some 6 launch, and more than 3.3 million features of the Xperia Z3, such as people within three seconds of the its 48-hour battery life. Meanwhile, Galaxy TV commercial breaking. programmatic buying systems were set up to serve Sony ads and Sony’s brand preference rose content across mobiles, laptops and 28%, and awareness of Xperia as a tablets – a first in many key markets – premium smartphone by 15%. www.publicitas.com 21 MMG AWARDS 2015 MMG AWARDS 2015 BEST USE OF VIDEO SPONSORED BY: BEST USE OF NATIVE ADVERTISING WINNER WINNER Knorr: Flavour of Home Orange is the New Black: Breaking Down The Bars
AGENCY: PHD BRAND: KNORR HIGHLY AGENCY: MEC BRAND: NETFLIX HIGHLY COMMENDED COMMENDED
• Ready, Set, Goooolf! • Pledge for a Healthier Agency: MediaCom Generation Brand: Volkswagen Agency: MEC Brand: NIDO SHORTLISTED • #LikeAGirl SHORTLISTED Agency: Starcom MediaVest • Data drives Quattro hire Group sampling Brand: Always Agency: MediaCom Worldwide • 100 Years of Hair: Gillette Brand: Audi BODY Launch Agency: MediaCom • Talk to Google Worldwide Agency: OMD Brand: Gillette Unilever brand Knorr had become After a successful and critically Brand: Google adept at showcasing its product • Face to Face with the lauded first season of Orange is • Whisper: #touchthepickle credentials through advertising, yet Arsenal Family by Europcar the New Black, Netflix wanted to Agency: MediaCom as the savoury category became The agency created Agency: Starcom MediaVest ensure that the return season of the While Netflix’s viewers Brand: Whisper Ultra increasingly homogenised, Knorr Group TV series became an even bigger Brand: Europcar had lost its distinctiveness and phenomenon in order to drive • Shell & Bloomberg Media a command centre at may have ostensibly Agency/media owner: competitive edge. In response, PHD • Fast & Furious 7 more subscribers. Bloomberg and Unilever wanted to transform Unilever HQ so it could Agency: MediaCom seemed to share little Brand: Shell Knorr from merely a compelling Worldwide While Netflix’s viewers may have product into a compelling idea. launch the three-minute Brand: Fast & Furious 7 ostensibly seemed to share little with the cast of female • Jameson First Shot with the cast of female prisoners, Targeting the March equinox – when film in 11 markets Agency: Vizeum Global its research found they actually had prisoners, its research families come together for cultural Management some things in common. and religious events including Easter simultaneously Brand: Jameson found they actually did – PHD created Carmen the husky Netflix and MEC deployed a native • MAGGI Diaries trainer, who lived physically far from The video had gleaned more than Agency: MEC content programme across digital, fashion sale using cast members, her mother but for whom the flavours 104 million views at the date of Brand: MAGGI TV, print, radio, cinema, OOH, social while Hearst titles including Elle, of Knorr brought her back home. this awards submission, and 93,000 media and sponsorship channels. Marie Claire and Cosmopolitan social interactions, topping the viral carried advertorials. PHD needed to adapt the campaign charts and resonating with audiences A partnership with The New York according to global markets, across the world. The creation of Times called ‘Women Inmates’ The campaign by MEC grew ensuring the media plan was the command centre at Unilever HQ sought to explore the realities awareness of Orange is the New optimised to those platforms most was credited as a key factor in the of being a female prisoner, and Black by 33% and likelihood to effective in individual countries. campaign’s impact. included a 1,500-word story, original recommend by 15%. Social mentions illustrations and a video series with of the programme were up 150% The agency created a command The film clearly engaged viewers, real prisoners. compared with season one, while centre at Unilever HQ so it could with half watching to the end, while the New York Times partnership launch the three-minute film in 11 it contributed to a highly impressive Netflix also partnered with Gilt generated more than 30 million markets simultaneously on 25 March. 474% uplift in brand affection. Groupe to create a customised flash earned media impressions. 22 23 MMG AWARDS 2015 MMG AWARDS 2015 THE SMART USE OF DATA B2B CAMPAIGN OF THE YEAR AWARD WINNER WINNER The Economist – ‘Real Time Advertising’ Take IT Easy
AGENCY: UM BRAND: THE ECONOMIST SHORTLISTED AGENCY: MEDIACOM BRAND: DELL SHORTLISTED • Bose #listenforyourself • BBC Advertising does Agency: MediaCom smart business with Brother Worldwide Agency/media owner: BBC Brand: Bose Advertising Brand: Brother Business • Festive Sale Smart Agency: OMD Brand: Sony Entertainment • Conference Marathon Network Agency: OMD Brand: HP • My McDonald’s Approach Agency: OMD • If We… Virtual Realities Brand: McDonald’s Agency/media owner: BBC Worldwide & MediaCom Brand: Dassault Systèmes
• Stop the Breach Agency: OMD Brand: Cisco Security
• The ZED Experience Agency: OMD Brand: HP With so much content available Dell is famous for manufacturing online for free, finding people PC desktops and laptops, yet half • Trina Solar Virtual who will pay £45 per quarter for a its business revenue is generated Showroom subscription to The Economist’s from providing businesses with IT Agency: RE’FLEKT The Economist’s strategy The sitcom campaign Brand: Trina Solar content was a challenge. Part of infrastructure. However, in Germany, the problem was that many people was based on a pithy Dell was not trusted by IT decision created a 213,000-strong • Zurich B2B Global Media did not appreciate The Economist’s makers (ITDMs) – a brand-loyal, risk- Partnership breadth of content. pseudo-equation: ‘Data + averse bunch of buyers. community within four Agency: UM Brand: Zurich Insurance ‘Real Time Advertising’ thus content + programmatic Cue MediaCom and Dell’s campaign months, and secured aimed to create a cookie pool of to win them over. The agency’s 660,000 prospects, which could be = smart content delivered surprising finding was that ITDMs do thousands of targeted converted into 1,500 subscribers, not know that much about IT. Instead engaging people in 13 markets. at scale’ they rely on an informal network leads for Dell The strategy was based on a pithy of colleagues to advise them – the pseudo-equation: ‘Data + content The Wall Street Journal and CNN; IT administrators who populate a The worst stories were used to create + programmatic = smart content and various formats, including in-feed business’s IT department. merchandise such as mugs, allowing delivered at scale’. ads and real-time creative ads with Dell to capture leads. Economist content matching the So Dell targeted the latter by playing The campaign first built its context of the page and profile of on how IT administrators felt about The campaign created a audience by analysing data from the viewer. Topics spanned politics, staff pestering them with idiotic 213,000-strong community within four The Economist’s data management finance and economics. requests, via a 16-webisode sitcom. months, with 20% of them returning platform and isolating the most It was promoted via Germany’s regularly, and secured thousands of active subscribers on its apps and The Economist surpassed objectives largest IT websites and on Facebook targeted leads. website to see what content they and created a cookie pool of 700,000, video ads, driving users to Dell’s preferred to consume and when. delivering three million prospects Tumblr page, where IT administrators The sitcom also gained 1.5 million in two months. It generated 9,350 could contribute their own stories of video views, with the first episode Content was delivered to prospects new subscribers, equating to almost the ‘Dumbest Assumable User’ and becoming the most successful ever via digital media including Facebook, £31.7m in revenue in year one alone. use an app to create shareable gifs. on Facebook in the IT category. 24 25 MMG AWARDS 2015 MMG AWARDS 2015 BEST PARTNERSHIP INTERNATIONAL AWARD CREATIVITY AWARD WINNER WINNER Bose #listenforyourself Power of Sport: #makethefuturerio
AGENCY: MEDIACOM MEDIA PARTNERS: SPOTIFY, VICE AND FACEBOOK BRAND: BOSE SHORTLISTED AGENCY: MEDIACOM BRAND: SHELL HIGHLY • Cartier – CNN Ones to COMMENDED Watch Agency/media owner: CNN International Brand: Cartier
• Check In Agency: OMD • Airbnb #NightAt Brand: Visa Agency: Starcom MediaVest Group • Durex #Connect Brand: Airbnb Agency/media owner: Google Brand: Durex SHORTLISTED • BBC Advertising and Brand • Eco-Marathon: USA – USA through film #makethefuture Agency: BBC Advertising Agency: MediaCom Brand: Brand USA Brand: Shell • Talk to Google • Power of Sport Agency: OMD Agency: MediaCom Brand: Google Brand: Shell Bose wanted to challenge Beats’ In the build-up to the 2014 FIFA dominance of the fashionable • The Gentlemen’s Wager World Cup, Shell wanted to headphones market with its Agency: PHD show how it was helping to meet SoundTrue cans. While MediaCom Brand: Johnnie Walker Blue the future energy demands of a To see real listening Label While engaging the local realised that millennials were swayed growing global population. Part by fashion and celebrity, it observed data, and real-time music • Zurich’s Global Media of its #makethefuture programme, community, the campaign that they also value authenticity. Partnership which embraces alternative energy, trends, MediaCom used Agency: UM #makethefuturerio created a state-of- extended beyond Brazil’s The dominance of Beats had been Brand: Zurich Insurance the-art pitch for locals, situated in the established through a culture that put a dataset never accessed heart of a Rio de Janeiro favela that borders, gaining 114 a premium on style over substance, literally converted player footfall into with many audiophiles bemoaning by brands before: Spotify electricity to power its floodlights. pieces of media coverage the headphones’ quality. Bose and MediaCom created the listening information The previously derelict pitch was globally within 48 hours #listenforyourself platform to reflect kitted out with 200 underground tiles consumers’ individuality, encouraging stories, while Facebook acted as that converted and stored the kinetic beyond Brazil’s borders, gaining 114 them to decide for themselves which a newsfeed. energy from players running around pieces of media coverage globally headphones they preferred. into electricity, which when combined within 48 hours of launch; while the Documentary-style content included with solar-generated energy was 38 pieces of content created and To see real listening data, and real- ‘Scene Unseen’, a look at obscure used to power the pitching lighting. posted across Shell’s owned media, time music trends, MediaCom used music scenes such as dancehall in The project took 18 months to and Pelé’s channels, reached more a dataset never accessed by brands Japan and electro in India. develop and involved football legend than 35 million people. before: Spotify listening information. Pelé. It created social buzz and MediaCom formed a partnership The #listenforyourself videos have extensive coverage, while videos The main Pelé video received nearly with Spotify, Vice and Facebook, so far been seen more than 25 hosted on Shell’s ‘Let’s Go’ YouTube 56,000 ‘likes’ and the Shell Facebook allowing the agency to deliver stories million times across all platforms and channel carried video content. post featuring a video from the at scale. While Spotify provided data continue to be watched, transforming launch was its most successful in on what people were listening to, Bose’s brand image in the important While engaging the local community 2014, with 47 million impressions and Vice allowed Bose to craft authentic millennials market. in Rio, the campaign extended an engagement rate of 19%. 26 27 MMG AWARDS 2015
Membership of the IAA is invaluable for those working in every area BEST COMMUNICATIONS “ of our industry around the world.
The IAA has become an essential forum STRATEGY
for trends, insights, education WINNER and professional development. “ Cities of the World
AGENCY: STARCOM MEDIAVEST GROUP BRAND: HEINEKEN HIGHLY As individuals, and as a corporation, COMMENDED the Financial Times gets tangible benefits from its membership of the IAA.
• Big Hero 6 – making friends with a new franchise Ben Hughes, Agency: OMD Brand: Disney Animation Global Commercial Director, Studio Deputy CEO, Financial Times. SHORTLISTED • Airbnb #NightAt Agency: Starcom MediaVest Group Brand: Airbnb
• Penny the Pirate Agency: OMD With half of the world’s population Brand: OPSM living in cities, Heineken views the • Take IT Easy globe’s metropolises as its biggest Agency: MediaCom opportunity for future growth. In London, SMG found Brand: Dell However, the emergence of the craft beer movement and a ‘buy local’ young men struggling trend meant the Dutch lager brand had never faced stiffer competition. to leave their vicinities Starcom Mediavest Group set out to because of costs and sent prove Heineken’s relevance to young urbanites by helping them discover Heineken-branded cabs to what their cities had to offer. The ‘Cities of the World’ platform was drive people out created to help young men ‘unlock’ their cities using local insights. transport costs and sent Heineken- branded cabs to drive people out Local relevance started with of their boroughs; and in New York, Understand the whole equation Heineken’s own product, with its mobiles left in Uber cars rang, bottle tailored to individual locations, offering passengers brave enough to The people who will thrive in this complex world are those who understand the wider scheme of things. It’s why our over carrying the names of 55 global answer them new experiences. 4000 members drawn from global advertisers, agencies and media owners in 76 countries rely on the International cities, while 111 locally relevant Advertising Association to keep them informed, share ideas, and support their common interests. If you understand campaigns were created; Cities of the World helped Heineken the whole equation of advertising, and would like to join a group of people who truly understand the wider role it plays @wherenext was used as a ‘compass’ grow volume by 5% across its top 20 in the world, call +44 (0) 20 3542 1410, or write to [email protected] to apply for membership. to direct men to the best bars, clubs markets, a figure directly attributed and pubs; and local insights shaped to the campaign; and more than one activity – for instance, in London, billion special-edition bottles were SMG found young men struggling sold worldwide, accounting for a third to leave their vicinities because of of Heineken’s 2014 volume uplift. www.iaauk.london 29 MMG AWARDS 2015 BEST USE OF CONTENT Congratulations to this evening’s
winners and nominees WINNER ® #ChampionTheMatch from A+E Networks AGENCY: STARCOM MEDIAVEST GROUP BRAND: HEINEKEN HIGHLY COMMENDED Tonight will go down in HISTORY. Head over to our selfie mirror to increase your chances of remembering it.
• #LikeAGirl Agency: Starcom MediaVest Group Brand: Always
SHORTLISTED • AYGO. GO FUN YOURSELF Agency: ZenithOptimedia Brand: Toyota
• Penny the Pirate Agency: OMD Brand: OPSM
Heineken’s sponsorship of the UEFA • Power of Sport Agency: MediaCom Champions League (UCL) was not Brand: Shell translating into a boost in sales, so the Dutch brewer set out to make Leveraging its audience’s • See The Real Me Heineken the beer of choice when Agency: J3 watching the game at home. core digital native Brand: Clean & Clear BLACK SAILS PAWN STARS VIKINGS But Heineken and Starcom Mediavest behaviours, Heineken Group (SMG) discovered that while UCL viewers are loyal, targeted time-specific many were watching the weekday games at home, alone. The messaging across many campaign idea was to inspire fans to adopt a new ritual around games, devices and platforms dubbed #ChampionTheMatch. Heineken helped make watching Leveraging its audience’s core digital the games ‘epic’ and coupled this native behaviours, Heineken targeted with live commentary and Q&As time-specific messaging across a with UCL champions over their fans’ multitude of devices and platforms, second-screens on Twitter. A Google UnREAL DANCE MUMS WITH JENNIFER ELLISON engaging fans in the build-up to, and Doc, meanwhile, let office workers during, the big game. Footballing surreptitiously watch in-match heroes demonstrated their own ways commentaries at their desks. to prepare for the game, and inspired fans on how to #ChampionTheMatch, #ChampionTheMatch became the mirroring the usual pre-game most-used UCL hashtag ever, with a preparation rituals of buying beer 73.3% share of voice on Twitter, while and getting mates together, but with 62% of a sample stated they would ‘exciting and unusual twists’. be more likely to buy Heineken. 31 MMG AWARDS 2015 MMG AWARDS 2015 BEST INTERNATIONAL AWARDS 2015 LAUNCH OR RE-LAUNCH WINNER Lexus NX: Striking Angels
AGENCY: ZENITHOPTIMEDIA BRAND: LEXUS EUROPE SHORTLISTED • 100 Years of Hair: Gillette BODY Launch SEE THE Agency: MediaCom Worldwide MMG GLOBAL Brand: Gillette AWARD WINNING • AYGO. GO FUN YOURSELF. CAMPAIGNS ON Agency: ZenithOptimedia CREAM Brand: Toyota • Bose #listenforyourself Agency: MediaCom Plus you have access to Worldwide over 4,000 case studies of Brand: Bose • Call of Duty: Re-Inventing the best media campaigns an Icon Agency: MEC from around the globe. Brand: Call of Duty • The Gentlemen’s Wager Agency: PHD With an ageing customer base, luxury Brand: Johnnie Walker Blue automotive brand Lexus wanted to Label Check out attract a younger market, while not creamglobal.com alienating its core audience. For the Edgy artists from the launch of the NX – a cooler more today and sign up futuristically designed car than typical worlds of fashion, digital for your FREE trial. of the brand – Lexus wanted to generate 9,000 pre-sales from June- art and music produced December 2014, alongside a four- month order bank by December. digital assets, which were To attract a greater swathe of affluent seeded across Vice’s 25- to 45-year-olds, ZenithOptimedia and Lexus set out to position the NX influencer network at the cutting edge of luxury design. spanned an exclusive music track, an Three months prior to the car installation at London’s Barbican, his becoming available in dealerships, appearance in a TV ad and at Paris Lexus launched a platform to Fashion Week, and the producer virtually showcase the NX’s cool tweeting to his 13 million followers. credentials, primarily via a digital Other activity included above-the- content partnership with Vice under line and social media work at several the umbrella ‘NX Perspectives’. high-end events. Edgy artists from the worlds of fashion, digital art and music were Lexus smashed its pre-sales target commissioned to produce digital by 59%, achieving 15,255 customer assets, which were seeded across contracts by the end of December Vice’s influencer network; while 2014, while the median age of the a collaboration with Will.i.am Lexus buyer fell from 61 to 57. 00 Inspiring Global Innovation 33 MMG AWARDS 2015 MMG AWARDS 2015 BEST ENGAGEMENT STRATEGY BEST USE OF SOCIAL MEDIA
WINNER WINNER Penny the Pirate Brazuca
AGENCY: OMD BRAND: OPSM SHORTLISTED AGENCY: WE ARE SOCIAL BRAND: ADIDAS HIGHLY • #LikeAGirl COMMENDED Agency: Starcom MediaVest Group Brand: Always
• Nerf Toy Blaster – Nothing beats real life fun! Agency: OMD • #listenforyourself Brand: Nerf Agency: MediaCom Worldwide • Star Wars: Rebels Wanted Brand: Bose beats real life fun! Agency: OMD SHORTLISTED Brand: Star Wars Rebels • #Championthematch Agency: Starcom MediaVest • Take IT Easy Group Agency: MediaCom Brand: Heineken Brand: Dell • Airbnb #NightAt • Vodafone: Back to the Agency: Starcom MediaVest Future Group Agency: MEC – Team Red Brand: Airbnb Brand: Vodafone Opticians brand OPSM needed to Sponsor and official ball provider of • Street Art to Street Smart overturn a mindset prevalent among the 2014 FIFA World Cup in Brazil, Agency: OMD parents of young children, one-in- Adidas, had named the match ball Brand: Sony Pictures four of whom have vision problems: ‘Penny the Pirate’ was ‘Brazuca’ after a public vote. We Are We Are Social was that taking their kids to optometrists Social was challenged with activating • The 6 Friends Theory by is not a priority. This perception was Adidas’s sponsorship, giving the Mercure born, allowing OPSM challenged with activating Brand: Mercure Hotels/ largely due to the notion that the ‘most heavily tested football in Accor lab coat and lens approach is over- to hide children’s eye history’ a voice. Adidas’s World Cup scientific, complex and off-putting. screenings behind visually We Are Social created an @Brazuca sponsorship, giving the OPSM and OMD had to shift Twitter profile to take fans behind the attitudes, inspire conversation and and narratively compelling scenes of games, while the handle ‘most heavily tested care among parents, screen more was displayed on match ball plinths young eyes and boost consultation illustrations and type before every World Cup game. football in history’ a voice bookings with OPSM professionals. Penny the Pirate was free to While Brazuca had to come across Brazuca was even welcomed to With the help of the University of download as an app or to pick up in- as authentic and passionate about Twitter by the then FIFA president Melbourne and renowned illustrator store. Media spend spanned social, football, it also had to convey Sepp Blatter, tournament players and Kevin Waldron, ‘Penny the Pirate’ SEM, display and performance ads humour and a degree of irreverence; Real Madrid’s Gareth Bale and TV was born, allowing OPSM to hide online, TV commercials, in-store so We Are Social worked closely with pundit Gary Lineker. children’s eye screenings behind displays and cinema ads. a football-obsessed comedian for six visually and narratively compelling months, crafting humorous tweets The results spoke for themselves, with illustrations and type. OPSM is on track to screen more than and establishing editorial guidelines. @Brazuca achieving reams of media 500,000 children and receive 125,000 coverage, building a community Working with bloggers, schools appointments, an increase of 89%. In the build-up to the event, Brazuca of 3.4 million followers on Twitter and parents to test the book, OMD The campaign drove nearly 50,000 went on a global tour, visiting and becoming the fastest-growing acted like a publisher, honing the engagements on social media in its footballers and sharing experiences account on the social network during story ahead of a national launch via first fortnight, and also spearheaded from a first-ball perspective using the tournament. Adidas sold a record Yahoo7’s ‘Mouths of Mums’ network. a 14% boost in sales. 360-degree cameras. number of World Cup balls. 34 0035 MMG AWARDS 2015 MMG AWARDS 2015 BEST LOCAL EXECUTION OF A GLOBAL BRAND WINNER #OreoEclipse
AGENCY: PHD BRAND: OREO SHORTLISTED • Google Cardboard Agency: OMD Brand: Virgin Holidays
• Heineken Newcastle Brown Ale: If We Won Agency: Starcom MediaVest Group Brand: Newcastle Brown Ale
• Horse Sells Nasal Strip to Humans Agency: PHD Brand: Breathe Right Nasal Strips
• Nerf Toy Blaster – Nothing beats real life fun! Agency: OMD Brand: Hasbro Nerf
• Share a Coke with Remzi Agency: MediaCom Cookie brand Oreo might have Brand: Coca-Cola AWARDS 2015 enjoyed world renown, but in the UK it was trialled 40% less than the • Top Chef country’s market-leading biscuit Oreo recreated March’s Agency: OMD Brand: McDonald’s Grand brand. Using the insight that ‘British McExtrem biscuits are boring’, Oreo set out to solar eclipse using its differentiate itself from the ‘beige • Wall of Music SEE YOU NEXT YEAR products eaten by grey people’. biscuits as a substitute Agency: OMD Rude perhaps, but effective. Brand: 7UP To get involved next time, contact for the moon… resulting in The brand cleverly played on the notoriously unpredictable British 20 million Brits seeing the [email protected] weather and predicted that the UK’s biggest solar eclipse of 16 years #OreoEclipse would be ruined by overcast skies. within an hour of the eclipse’s Oreo recreated March’s solar eclipse conclusion, it was seeded across using its biscuits as a substitute for social media. National press ads the moon. Placements saw real- were run, including The Sun’s cover time digital outdoor sites carry the eclipsed and blacked out by Oreo. recreation, with Royal Astronomical Society data used to create exact Oreo’s prediction was accurate. The timings and trajectories of the moon. weather in most of the UK prevented The data and campaign executions people from seeing the cosmic event. also had to be adapted to where and However, 20 million Brits did see the when the ads were being viewed. #OreoEclipse, driving a sales boost of 59% immediately following the event, The full #OreoEclipse cycle was making March Oreo’s biggest-ever captured in a 10-second film and, sales month in the UK. 00 37 MMG AWARDS 2015 THE EFFECTIVENESS AWARD
WINNER #Touchthepickle
AGENCY: MEDIACOM BRAND: WHISPER ULTRA SHORTLISTED • Cities of the World Agency: Starcom MediaVest Group Brand: Heineken
• eCommerce Revival Agency: OMD Brand: Dockers
• Financial Times – Avatar Agency: Essence Brand: Financial Times
• MAGGI Diaries Agency: MEC Brand: MAGGI
• Pledge for a Healthier Generation Agency: MEC Brand: NIDO
• Take IT Easy Only 40% of women in India use Agency: MediaCom sanitary napkins, while the subject of Brand: Dell menstruation is not easily addressed – a taboo shrouded in outmoded, ‘Touch the Pickle’ is sexist notions of shame, meaning that young girls approaching their a reference to a myth first periods are forced to rely on what they are told by their mothers. in India that if a MediaCom had to overcome cultural menstruating woman obstacles and drive trial of Whisper Ultra, a high-performance product touches a pickle (as in a that no one in India would talk about. condiment), it will spoil The agency and brand did so by subverting the notion of shame and Anthropologists were also recruited called on menstruating women to to explain the origin of taboos, while ‘Touch the Pickle’, a reference to a the campaign’s final stage seeded myth that if a menstruating woman stories showing ‘How Every girl with touches a pickle (as in a condiment), Whisper can be Unstoppable’. it will spoil. Touch the Pickle helped Whisper #Touchthepickle became the Ultra achieve its highest-ever value rallying cry, encouraging women share, with the video gleaning 1.9 to buck convention and talk about million views. For brand owner menstruation, while MediaCom Procter & Gamble, it was one of its seeded content including video most successful campaigns in the across social media, supported with region, generating $6.1m-worth of conversation from opinion leaders. earned media coverage. 39 MMG AWARDS 2015 MMG AWARDS 2015 BEST DIGITALLY BEST TARGETED CAMPAIGN INTEGRATED CAMPAIGN WINNER WINNER Talk to Google Star Wars: Rebels Wanted
AGENCY: OMD BRAND: GOOGLE SHORTLISTED AGENCY: OMD BRAND: STAR WARS REBELS SHORTLISTED • #allin • Airbnb #NightAt Agency: We Are Social Agency: Starcom MediaVest Brand: Adidas Group Brand: Airbnb • 100 Years of Hair: Gillette BODY Launch • How Hilton leveraged Agency: MediaCom insights to encourage Worldwide travellers to Be a Brand: Gillette Weekender Agency: OMD • Bose #listenforyourself Brand: Hilton Agency: MediaCom Worldwide • Street Art to Street Smart Brand: Bose Agency: OMD Brand: Sony Pictures • Get it out of the way Agency: OMD • Take IT Easy Brand: Disease Awareness Agency: MediaCom Campaign Brand: Dell
• Pledge for a Healthier • Targeting Hay Fever Generation Sufferers When They Need Agency: MEC Us Most OMD and Google set out to Brand: NIDO While for many parents Star Wars is Agency: GroupM PRIMUS humanise search, focusing on Google a celluloid phenomenon, their kids Brand: Benadryl/Livostin App’s voice-activated technology and • Sony Z3 Launch have generally not experienced the proving the power of search beyond Agency: MediaCom franchise. Disney sought to recapture • Travel & Surf People would only Worldwide OMD and Disney MediaCom providing a list of websites or having the spirit surrounding the 1977 debut Agency: Brand: Sony Mobile Z3 Worldwide users just uttering simple commands. re-evaluate how they for TV series Star Wars Rebels. conducted face-to-face Brand: Deutsche Telekom • Talk to Google AG The big challenge was that most searched if they were Agency: OMD OMD and Disney conducted face- research and found that people had become accustomed Brand: Google to-face research in seven European to searching by typing keywords – countries and found that boys built shown something • UEFA Champions and boys built their personal they were not used to talking to an Europa League Partnership their personal relationships through app and asking questions. Through compelling and personally Agency: OMD physical play and games. relationships through testing, OMD knew that to change Brand: HTC this habit, people would only re- relevant to them Whilst digital would play a role, physical play and games evaluate how they searched if they the solution was definitely not a were shown something compelling provided real-time weather updates; typical social media campaign. The OMD developed augmented reality and personally relevant to them. newspapers and websites carried launch included a live premiere at game apps for iPads. search examples tied into the context Disneyland Paris, where characters Rather than integrate digital activity of the content; while voice searches from the series demonstrated All this resulted in more than 10 into a multimedia campaign, OMD specific to the time and place were lightsaber moves, with the demos million kids in EMEA watching the opted to ‘behave digitally’ through served across digital OOH. extending to Disney stores. first series of Star Wars Rebels. all touchpoints, from TV, OOH, radio The Wall of Rebellion, meanwhile, and print to online display, video The campaign surpassed OMD also targeted those who could resulted in thousands of submissions, and mobile; adapting media owners’ expectations. There was a 67% boost not attend a live event, via a ‘Wall 100,000 children watching the technologies to provide dynamic, in app downloads during campaign of Rebellion’ that invited people videos, 50,000 signing up to join relevant, timely and native messages. bursts; a doubling in the volume of to send in videos of themselves ‘Master the Force’ online and 10,000 voice searches using Google App; doing Jedi moves. Cinemas carried downloading the Blippar app. The For instance, people woke to while brand and message recall touchscreen battle posters allowing interactive cinema posters were breakfast radio where Google App rocketed 75%. friends to compete for prizes, while played 113,000 times in a fortnight. 40 41 MMG AWARDS 2015 MMG AWARDS 2015 BEST ENTERTAINMENT BEST CONTENT CREATION PLATFORM AWARD WINNER WINNER Penny the Pirate #Touchthepickle
AGENCY: OMD BRAND: OPSM SHORTLISTED AGENCY: MEDIACOM BRAND: WHISPER ULTRA SHORTLISTED • MAGGI Diaries • Credit Suisse Corporate Agency: MEC Branding Brand: MAGGI Agency: Havas Media International • Take IT Easy Brand: Credit Suisse Agency: MediaCom Brand: Dell • Face to Face with the Arsenal Family by Europcar • Twist, Lick, Transform Agency: Starcom MediaVest Agency: Starcom MediaVest Group Group Brand: Europcar Brand: Oreo • Flavour your way Agency: Starcom MediaVest Group Brand: Schwartz, Kamis, Ducros
• Flight for the future: Pioneers in risk Agency: A+E Networks Brand: Swiss Re Corporate Solutions Opticians brand OPSM needed to Only 40% of women in India use overturn a mindset prevalent among sanitary napkins, while the subject of • Our Stage. Your Story. parents of young children, one-in- menstruation is not easily addressed Agency: OMD four of whom have vision problems: OPSM and OMD needed – a taboo shrouded in outmoded, MediaCom had to Brand: Hilton that taking their kids to optometrists sexist notions of shame, meaning • Power of Sport is not a priority. This perception was to shift attitudes, inspire that young girls approaching their overcome cultural Agency: MediaCom largely due to the notion that the first periods are forced to rely on Brand: Shell lab coat and lens approach is over- conversation and care what they are told by their mothers. obstacles and drive trial scientific, complex and off-putting. • See The Real Me J3 MediaCom had to overcome cultural Agency: among parents, screen of a high-performance Brand: Clean & Clear OPSM and OMD had to shift obstacles and drive trial of Whisper attitudes, inspire conversation and more young eyes and Ultra, a high-performance product product that no one in • The Big Pick-Me Up care among parents, screen more that no one in India would talk about. Agency: MEC young eyes and boost consultation boost bookings India would talk about Brand: Nescafé Arabiana bookings with OPSM professionals. The agency and brand did so by • Travel & Surf Penny the Pirate was free to subverting the notion of shame and Anthropologists were also recruited Agency: MediaCom With the help of the University of download as an app or to pick up in- called on menstruating women to to explain the origin of taboos, while Worldwide Melbourne and renowned illustrator store. Media spend spanned social, ‘Touch the Pickle’, a reference to a the campaign’s final stage seeded Brand: Deutsche Telekom Kevin Waldron, ‘Penny the Pirate’ SEM, display and performance ads myth that if a menstruating woman stories showing ‘How Every girl with AG was born, allowing OPSM to hide online, TV commercials, in-store touches a pickle (as in a condiment), Whisper can be Unstoppable’. children’s eye screenings behind displays and cinema ads. it will spoil. visually and narratively compelling Touch the Pickle helped Whisper illustrations and type. OPSM is on track to screen more than #Touchthepickle became the Ultra achieve its highest-ever value 500,000 children and receive 125,000 rallying cry, encouraging women share, with the video gleaning 1.9 Working with bloggers, schools appointments, an increase of 89%. to buck convention and talk about million views. For brand owner and parents to test the book, OMD The campaign drove nearly 50,000 menstruation, while MediaCom Procter & Gamble, it was one of its acted like a publisher, honing the engagements on social media in its seeded content including video most successful campaigns in the story ahead of a national launch via first fortnight, and also spearheaded across social media, supported with region, generating $6.1m-worth of Yahoo7’s ‘Mouths of Mums’ network. a 14% boost in sales. conversation from opinion leaders. earned media coverage. 42 43 MMG AWARDS 2015
AWARDS 2015 SEE YOU NEXT YEAR To get involved next time, contact [email protected]
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