European digital marketing research firm Best Marketing International monitors almost 300 digital award competitions Worldwide. Each month we handpick our personal TOP 3 amongst all the regional winners. It’s been two years since the launch of BOD Awards. After seeing hundreds of award-winning campaigns, we were faced with a question: what makes a great campaign? It seems creativity and cool gimmicks is all it takes to grab a Gold Lion. We, on the other hand, see results as equally important. Our goal is to chase down fresh successful campaigns from all around the world and gather further information from all available sources.
Just in time for the Cannes Lions we took a quick look at the freshest campaigns from our regional (PIAF, Innovation Ad Poland) and global (FAB Awards, Webby Awards) favourites. Webby Awards, the biggest celebration of digital creativity, did not disappoint. Interactive videos a la Honda, emotion-packed virals, stunning websites – we saw it all. No wonder our June shortlist is dominated by Webby winners. This month’s winner Squatty Potty is just jawdropingly awesome; followed by a simple, yet clever email campaign from Volkswagen and Heineken’s crowd-pleaser Live Tube. We have a strong feeling you might find all of these on the upcoming Cannes Lions winners list…
JUNE 2016 WINNERS:
First Place: Squatty Potty’s ‘This Unicorn Changed the Way I Poop’ by The Harmon Brothers (USA, Webby Winner)
Squatty Potty has now become notorious for its toilet accessory stool of the same name (if you’re thinking what in the world we’re talking about – just bear with us). Essentially it’s a plastic stool you use whilst ‘unloading’. Controversial or not, every product is worthy of good marketing. The brand needed a bump in sales and turned to Harmon Brothers for sales. Story short: they figured that a viral online video about an ice cream poopin’ unicorn would do the trick. It did. Squatty Potty saw an 600%+ increase in online sales; 400%+ increase in retail; 66 million views in 4 months and 1 million Facebook shares in 4 months.
Why we love it:
In case we got you intrigued (not freaked), check out the original video:
WOW! We were at a loss for words. Harmon Brothers worked with an extremely embarrassing and a downright random product. It’s nearly impossible to find a serious angle to this topic. It took bravery from Squatty Potty’s side to turn the whole thing into a bigger joke than it is by its nature. We aren’t suggesting that you should ditch what you’re currently doing and turn to freakish unicorns. It’s not about unicorns, it’s about being brave, finding the right language and choosing the optimal channel. Awesome ballsy marketing!
2nd Place: Volkswagen’s Refresh Your Van by OgilvyOne Worldwide Barcelona (Spain, Webby Winner)
The first VW ‘hippievan’ came out 65 years ago. In 2015, Volkswagen launched its 6th generation of vans. 15 years had passed since the last update. This celebration was accompanied by a simple email campaign. Volkswagen Commercial Vehicules’s customer database was segmented by the generation of the vans they owned. A special email was then sent to these proud van owners. By clicking the refresh button in their browser, the van updated to the 6th generation. The open rate was 26,2% (the Spanish average being 18%), 88% conducted the update and test drive requests increased by 38%.
Why we love it:
Email newsletters seem dated and boring. On the other hand, we’re still opening a handful of them each day. Old formats can be reinvented. The concept of an email might stay the same, but the digital infrastructure changes. New tools, gimmicks, add-ons are worth looking into when working with veteran formats like banners and newsletters.
3rd Place: Heineken’s Live Tube by Publicis Italy (Italy, FAB Awards)
Beer and football – a match made in heaven. Once the match has ended, the discussion moves on to countless TV talk shows. Sadly, the viewers are often left out of the conversation. Just in time for the UEFA Champions League, Heineken decided to act. Special green screen kits were distributed all across Italy. Fans were able to set up their personal studios, record a question and appear on live TV from the comfort of their homes. 12,843 questions were recorded, 52 million people reached and 20,000 kits distributed.
Why we love it:
Call-in radio shows have been with us for decades. In the age of powerful smartphone cameras and personalised entertaining content, Live Tube is easily the next step in TV. The viewers are dictating the content, not the other way around. It might be the early days, but smart brands are already taking the first moves into this area and offering us mortals the leading role. Time to set up our green screens!
These campaigns also made it to our June shortlist:
Reese’s Peanut Butter Cups’ #ALLTREESAREBEAUTIFUL by Arnold Worldwide (USA)
Lacta’s Love Like There’s No Tomorrow by OgilvyOne Athens (Greece)
Our team of experts: Hando Sinisalu (CEO of Best Marketing International, Estonia), Heidi Tiik (Dutch Communication Talent 2015), Maarja Laasu and Ann Kruuk (Co-Authors of “BOGDM: The Storybook and Storybook 2”)