Adweek Reveals This Year's Award Winners
The media business may be changing on a nearly weekly basis, but one constant that will always matter as long as advertising survives is the Big Idea. This year's group of winning plans embodies the best of those ideas, and execute across the gamut of media options available to marketers and their media agencies. Some of those ideas even shun the notion of a "campaign," but all place their client in the best position to succeed. The results spelled out in the following stories offer proof that media still works. And Adweek will always be here to celebrate and honor such stellar work.
Mindshare | Campari America, "Moments That Matter"
Categories: Campaign ($500,000 - $1 million); Best Use of Mobile ($500,000 - $1 million)
Timing is everything, the saying goes, and Campari America and Mindshare proved that to be true with a program called "Moments That Matter" that doled out Lyft discounts when partiers were most likely to need a ride home. (The effort earned Mindshare and the client an Adweek Project Isaac nod as well.)
The goal: Put a dent in the grim statistic that 28 Americans die every day from drunken driving, and urge millennials to make smart decisions after a night out.
"It's not enough to promote responsible drinking; we wanted to reward it," says Summer Slater, Mindshare's director of strategy. The agency did so by finding the target "closer to the point of consumption." Wherever that happened to be, young consumers were likely to have their smartphones with them, with Mindshare research indicating that those individuals spend some six-and-a-half hours a day on various apps.
Working with mobile ad and rewards network Kiip, the team created in-app messages that would appear during popular drinking occasions, like favoriting a cocktail recipe or checking a score from a sports bar. Campari, via its Skyy Vodka, Wild Turkey and American Honey brands, sent a congratulatory message and a $5 coupon for ride-sharing service Lyft.
"We were looking for a nonintrusive way to enter the very personal space of someone's mobile device," Slater notes. "This leveraged data and approached those micro moments in a positive way."
And back to the timing: The campaign ran at peak drinking hours like 5 p.m. to midnight on weeknights and until 3 a.m. on weekends, from last summer through the end of the year.
Partiers redeemed about 180,000 Lyft discounts, accounting for a 20 percent engagement rate, five times the Kiip norm. There were increases in awareness and purchase consideration, too—ranging from 48 percent to 56 percent—for the Campari brands. —T.L. Stanley
Mindshare | Jaguar, "The Art of Performance Tour"
Category: Branded Content/Entertainment ($2 million - $4 million)
This was no ordinary Sunday trip to the car dealership. Instead, Jaguar and agency Mindshare created "a test drive on steroids" to get millennials behind the wheel of the brand's first entry-level sports sedan, the XE.
Potential buyers not only drove the sleek $35,000 car, they also starred in a short action film that borrowed from James Bond and Fast and Furious. The customized two-minute video, full of explosions, villains and speed—via special effects, of course—was shareable within minutes.
"We wanted this to be a really visceral experience, not a primer on windshield wipers," says Mindshare's managing director, client leadership Karen Bennett, who called the program "the best of both worlds" for its blend of product demo and playacting.
Partnering with Facebook, Mindshare launched "The Audition" at the Los Angeles Auto Show last fall and took it to six major markets through this spring. Attendees, before hitting the road, went into a studio for a chat with actor Graham McTavish (posing as a criminal kingpin), who asked to see their getaway skills with the challenge, "You do drive, yes?"
A mock-up XE and some Hollywood magic put the consumer smack in the middle of an epic chase that let the brand "show what the car was all about within some really sexy and fun content," says Greg Manago, co-president, Mindshare Content + Entertainment. (A rear-view camera, fancy backward driving and a grenade were involved.)
Facebook and Instagram figured heavily in promoting the events and sharing the resulting videos of about 2,500 participants. Those clips snagged more than 500,000 views for about $150,000 in earned media. Traffic to Jaguar's site in California jumped 73 percent. The brand added 2 million potential new customers and took 133 pre-orders for the XE and new F-Pace sports utility vehicle, totaling more than $5 million in gross revenue. —T.L.S.
Mindshare | Dove Hair, "Love Your Curls Emojis"
Category: Social ($2 million - $4 million)
One-third of American women have curly hair, and, according to social media comments and research, most wish they didn't.
But even if they were proud of their wavy manes, they wouldn't be able to depict that through the everyday language of the emoji. Their only choices? Avatars with straight, silky tresses. Not exactly a mirror image.
Unilever's Dove Hair and media agency Mindshare changed all that last fall by producing a#LoveYourCurls emoji lineup featuring some 30 curly hairstyles as well as a variety of skin tones and hair colors (more than 130 variations in all) and a handful of animated GIFs.
"Emojis are part of our vernacular, and curly haired women weren't included," explains Karen Garzio, managing director at Mindshare. "It was a huge void in the culture."
The emojis promoted Dove Quench products tailored for curly hair that debuted early last year. In what's become a brand trademark, Dove wanted to "celebrate women's natural beauty" and mute some of the negative chatter around curly hair, Garzio says. (Research uncovered some 100 million disparaging comments about the topic on Twitter in 2014.)
The digital, mobile and social campaign partnered with Twitter and social messaging apps. The team also worked with Condé Nast's Teen Vogue and Hearst's Cosmopolitan and Redbook, and integrated the emojis into TV talk shows The Real and FABLife.
The response was overwhelming, with upwards of 1 million downloads and sticker installs, and 48,000 uses of the #LoveYourCurls hashtag. In its first days, it was the No. 1-searched app on Apple, with a 50 percent app engagement rate, more than twice the benchmark. Further, Dove Quench's sales jumped 10 percent. "We wanted to talk product benefits and propel the brand," Garzio says, "but also inspire confidence, tap into the emotion and turn the conversation around." —T.L.S.
Originally posted on Adweek.