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 three 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.
This year has had a slow start, but we’re happy to say that the French have set the bar for 2017! Whilst many have postponed their award galas towards spring, U.S. based Mobius Awards managed to keep to previously announced dates and treated us with a late Christmas gift. At first glance, it seemed that there’s an abundance of fresh digital campaigns, but a closer observation revealed that most entries were already a thing of the past (by our standards that is). Luckily, we were able to handpick three outstanding campaigns from France and Australia. Transavia’s ‘Holidays on Demand’ was this month’s clear favorite, followed by an epic Viral Experiment by the Woolshed Company and lastly, Breakbot’s cool YellowPages-backed music video.
FEBRUARY 2017 WINNERS:
First Place: Transavia ‘Holidays on Demand’ by Les Gaulois (France, Mobius Winner)
Canal+’s video-on-demand service CanalPlay VOD (Netflix’s French cousin) partnered with Transavia to create a new option present alongside each film in the platform’s catalogue. When selecting their movie of choice, the users could choose between SVOD and HOD. Picking the latter meant that viewers could book a flight to the location featured in the movie. More than 120 films were analysed to find the perfect combinations with the company’s destinations. The campaign resulted in 5.5 million impressions and an increase in ticket sales of +14%.
Why we love it:
Movies provoke strong images of travel and escape, hence linking the two makes more than enough sense. This served as a great starting point for creating a seamless digital experience for today’s customers. ‘Holidays on Demand’ kept viewers within the same entertainment platform and maintained the perfect emotional background in order to encourage ticket sales.
2nd Place: The Woolshed Company ‘the Viral Experiment’ by The Woolshed Company (Australia, Mobius Winner)
The Woolshed Company is a full-service production studio creating Viral Videos, TVC’s, Documentaries, Films and Branded Content. Long story short: they’re awesome at creating video content. To show off their incredible skills, Woolshed hatched up a media conspiracy like you’ve never seen before. In the course of two years, they produced 8 viral films and uploaded them on fictious YouTube accounts. The virals spread all over the world, until it was time to reveal the powers behind them. The powers that generated 205 million views across more than 180 countries.
Why we love it:
In the era of ‘fake news’, Donald Trump and brands hopelessly seeking for the ever-mysterious viral recipe – the Viral Experiment couldn’t be any more relevant. The content speaks for the product and vice-versa. These guys didn’t just create one successful viral, they created eight of them!
3rd Place: PagesJaunes ‘Made by Professionals’ by Sid Lee Paris (France, Mobius Winner)
Another great collab from France, this time it was electronical music superstar Breakbot and PagesJaunes (Yellow Pages) who offered local businesses a one-of-a-kind occasion to give them some visibility and present their savoir-faire to the consumers. Breakbot’s new music video for ‘My Toy’ was entirely produced by local businesses sourced from PagesJaunes. An interactive experience uncovered the small entrepreneurs behind each detail. The content has been seen over 1,2M times on YouTube, 2,5M on Facebook and 4,6M on Twitter.
Watch case study video HERE.
Why we love it:
‘Made by Professionals’ blurs the lines between advertising and entertainment (just like the two above). The message is deeply integrated into the content. The advertiser/product becomes a natural part of the music video. Gone are the days of awkward product placements!
To find out more about the awards visit: http://bestofglobaldigital.com/category/award/
Craving for a daily dose of digital greatness? We’ve just launched our new Facebook feature #BODFIX: https://www.facebook.com/best.marketing.intl/