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.
Looking at this month’s shortlist and our recent activity on Facebook, it’s obvious that nearly half of our top picks are of Swedish origin. No, we are not biased towards the Swedes and sadly none of the agencies are paying us for giving them an honourable mention. Seems Swedish air is polluted with unique digital creativity. Not that we want to downgrade their Balkan colleagues, who in recent months have proven to outperform developed markets in Central Europe. Romania and Slovenia have been really hitting the bull’s-eye this year. Hence both are also featured on this month’s shortlist. To sum up, we’d like to congratulate Örebro University & FamiljenPangea on grabbing the first place with their inspiring project ‘The World’s Smartest Dorm Room’.
DECEMBER 2016 WINNERS:
First Place: Örebro University ‘The World’s Smartest Dorm Room’ by FamiljenPangea (Sweden, 100-wattaren Winner)
One of Sweden’s leading universities, Örebro University was about to launch two new Master of engineering programs. The aim was to generate awareness around the two programs and get talented students to apply. Örebro University had been conducting interesting research on future housing, which directed agency FamiljenPangea towards creating the World’s Smartest Dorm Room. Moreover, one lucky applicant would have the chance to inhabit this cool space during their studies. As a result, Örebro University received more than 1000 applications for a total of 80 places in the new engineering program.
Why we love it:
Brilliant ‘Show, Don’t Tell’ marketing! Instead of intrusive communication, modern advertising should strive toward making the world a better place. FamiljenPangea used the university’s research as a basis, which is both cool and relevant in the academic context. ‘The World’s Smartest Dorm Room’ goes beyond the traditional tools we’re so used to seeing in uni-to-student communication (=mostly print & boring online media). On the other hand, the unconventional project relied on bulletproof PR-ability of the whole campaign. Create something interesting and people will pick it up!
2nd Place: Stockholm Pride ‘Los Santos Pride’ by Garbergs (Sweden, Eurobest Winner)
Grand Theft Auto 5 is one of the most controversial and violent games ever created. It’s also an absolute record breaker in the gaming world. The abundance of mods makes GTA series a real gamer’s delight. Stockholm Pride decided to bring this customizable open-world madness to a whole new level. Los Santos Pride was hatched up by agency Garbergs and was free to download for the game’s PC version. Los Santos Pride sparked global discussion. Numerous companies expressed their support for the action. The project received more than 6 million views on YouTube and Facebook combined, +7000 downloads of the mod and +35 000 shares on social media.
Why we love it:
Modding is very much part of the GTA heritage. Allowing players to personalize their gaming experience to incredible (and wacky!) detail is what makes Grand Theft Auto one of the most successful games ever created. To put it simply: freedom! Freedom of expression, freedom of love, both equally synonymous to Stockholm Pride. Therefore, what seems to be an imaginable cocktail at first, is actually a match made in censor free heaven. Los Santos Pride is unexpected, controversial, but above all – inspiring!
3rd Place: WAOO ‘Donate Your Data’ by Uncle Grey (Denmark, Eurobest Winner)
WAOO is an internet service provider in Denmark. With countless big data companies monitoring users’ online behaviour and making huge profits by selling this information to third-party players, WAOO decided to use this model for a greater cause. The WAOO plug-in collates high quality browsing data, which is sold to Xaxis, the world’s largest data company. By installing the plug-in, users are able to handpick the charity profiting from their data. Today Donate Your Data has collected 164.705 unique cookies. 26,5% of these cookies can be turned into actual donations.
Why we love it:
Numerous cases have proven that donation culture is not in fact hindered by our cruel human nature. Truth be told, we’re happy to donate if the cause and actual process is communicated in a simple matter. Donate Your Data is a superb example. Adding the plug-in to your browser takes seconds; you’re donating digital currency, which makes you forget about your greedier side and lastly, you somehow feel more control over your digital presence.
These campaigns also made it to our December shortlist:
Orange Romania ‘Orange my Heartbeats’ by MullenLowe Profero (Romania)
Palmers ‘Cancer Bra’ by Grey (Slovenia)
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”)
To find out more about the awards visit: http://bestofglobaldigital.com/category/award/
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