Two months into 2016, you would expect some action on the marketing front. To be honest, we are rather underwhelmed with what we’re seeing. Marketing awards are filled with either old work or last year’s infamous Cannes contenders. Our mission of finding hidden effective gems seems harder than ever. However, it seems March is about to hit us with a bang: 25 award shows and counting. Let’s keep our fingers crossed! Choosing quality over quantity has diminished this month’s shortlist to 5 pieces. Visa’s cool rental bike system from China came in first, followed by a powerful awareness campaign from India and a quirky b2b case by Eaton.
MARCH 2016 WINNERS:
First Place: VISA’S Rental Bike by OMD China (China, Mobius Awards Certificate)
Visa was set to change Chinese travellers’ overseas payment behaviour (switching from UnionPay to Visa). They targeted adventurous individuals who were more prone to exploring on their own. Across three cities, Visa cardholders were offered an opportunity to discover exciting hidden areas by equipping travellers with free bikes and mobile location-based GPS devices. Young Chinese Visa customers were able to avoid usual tourist traps and what’s even more important: were directly led to Visa-accepted merchants. Visa’s outbound transaction increased 40% compared to the previous year. In total, 7468 travellers took use of the rental bikes (in just 4 weeks!). Visa’s online video was viewed 32 million times. Campaign site engagement reached 138%, more than 4 times the industry benchmark. Social sentiment increased by 5% and the brand gained 244,582 new followers.
Watch case study video HERE
Why we love it:
You might say we’re repeating ourselves, but some things just never get old. Visa added value to their offer. Now the little piece of plastic in your pocket was associated with a foreign city, cool bikes and hidden urban treasures. The clever part was connecting the GPS route with Visa-accepted merchants i.e. a direct business aspect, which probably remained unnoticed by the actual traveller. In the end, the customer still came out as the winner here.
2nd Place: End Acid Sale’s Make Love not Scars by Ogilvy & Mather India (India, Effie India Silver)
With as many as 1000 cases of acid attacks every year, India is showcasing some disturbing statistics. In the period between 2012-2014 the number of attacks increased by 250%! An NGO called ‘Make Love not Scars’ has filed a petition named #EndAcidSale. Their petition was accompanied by a very powerful online campaign starring acid attack survivor Reshma Bano Quereshi. Reshma became the face of a unique YouTube Beauty Tip series. Reshma offers beauty tips on applying eye liner, lipstick and getting rid of dark spots. Every video ends with a clear point about cosmetics being available for INR 100, when acid is available at just INR 30. The petition has gathered over 225k signatures and millions of people have received ‘beauty tips’ from Reshma.
Why we love it:
Our team of experts is usually not very keen on ‘heartbreaking’ social campaigns. Call us mean, but in most cases the real impact is rarely there and the results come down to the agency’s ego and numerous marketing medals. Make Love not Scars proves different… Reshma’s videos hit you straight in the gut, no sugar-coating. Engaging content – tick! Disturbing yet PR-able – tick! Results – tick!
3rd Place: Eaton Corporation’s My IT Empire by Jack Morton Worldwide (USA, Mobius Awards Certificate)
Eaton Corporation Plc is a multinational power management company providing solutions to its customers to manage electrical, hydraulic and mechanical power efficiently, safely and sustainably. The company was looking for a way to generate meaningful leads amongst the IT crowd. Instead of spending on boring B2B stuff like white papers and eBooks, Eaton developed a tool that dynamically created custom infographics based on user inputs. The same infographics were then turned into oversized posters and mailed to each unique user. The tool outperformed by 276%, collecting more than 216k prospective customer data points.
Why we love it:
Regardless the category, nobody likes boring stuff. B2B brands find it significantly harder to develop meaningful conversations with their audience. Luckily, personalised content works well on all fronts. This is exactly what Eaton offered and in turn received a huge database of customer data. Nothing fancy or splashy, just plain procrastination-friendly content.
These campaigns also made it to our March shortlist:
Lufthansa’s Apple Watch App by Sapientnitro (USA)
Hotel Pennsylvania’s Selfie in the City by HeBS Digital (USA)
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”)