Zalando’s Supermodel Backed Campaign Wins The Best of Global Digital Marketing Awards in October

European digital marketing research firm Best Marketing International monitors almost 300 digital award competitions Worldwide. Each month we hand-pick 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.

After taking a quick breather, we’re finally back with our monthly dose of effective award-winning campaigns. Compared to a rather quiet September, the following month offered a colourful spectrum of digital masterpieces. The long list was skilfully narrowed down by our experienced research team. Anything old & ineffective gets cut in a heartbeat. Zalando’s #whereveryouare ticked all the boxes by featuring supermodel Cara Delevingne. Just kidding, there was more to Zalando’s work than just Cara the Gorgeous, but you have to read further on to find out the real cleverness behind the campaign. Mr. Bear Driver game from Romania came close second, followed by Katona Jozsef Theater’s Every Day a Play.

 

OCTOBER 2016 WINNERS:

First Place: Zalando #whereveryouare by Kemmler Kemmler (Germany, Euro Effie Winner)

zalando

Zalando is a Berlin-based online fashion store that operates across 15 countries. Back in the day, Zalando began its collaboration with Topshop, which meant that fashion lovers from ‘remote’ European areas were now able to order the latest TS collections straight to their doorsteps. The aim was to generate a very high level of attention across 12 countries. Agency Kemmler Kemmler endorsed supermodel Cara Delevingne for Zalando’s automatically localized video campaign. Through the use of Facebook targeting, users are shown an individual spot version in their given Facebook location. #whereveryouare gained 180 million impressions across social media, 40% of it was earned free media. Topshop sales increased by 54%.

Why we love it:

Our research team was divided on this one. Half of us claimed that the sheer presence of Cara in any brand’s campaign is enough to skyrocket the sales and Zalando’s fancy targeting gimmicks were unnecessary. Moreover, only a handful of companies can afford a superstar of this scale. On the other hand, if you consider the amount of content produced within the model’s hourly rate, it proves to be quite cost effective. It was enough for Cara to name unfamiliar cities to have fashion lovers swooning. Personalised targeted content boosted by one of the most influential faces in fashion and pop culture today.

 

2nd Place: The Automobile Club of Romania ‘Mr. Bear Driver’ by Publicis Romania (Romania, Golden Drum Winner)

mrbear

This project was developed by Publicis Romania together with the Automobile Club of Romania for the Federation Internationale de l’Automobile, within the 2015-2016 “Junior Copilot” programme. The real-time driving game gives kids the opportunity to learn traffic rules and be involved in road safety. While driving, the game receives data about the car’s speed through GPS. The driver has to adapt his/hers speed according to speed limits otherwise the player can lose points in the app or even end the game.

Why we love it:

Mr. Bear Driver marks a super cool innovation in mobile gaming and road safety. The app combines engagement, delicate psychology and data. A nightmare for parents and the exact opposite for kids! We can guarantee that you’ll be taking your foot off the pedal the moment your kid starts making that annoying whiny noise from the backseat. The kids, fixated on winning the game will remind parents of the immense responsibility they tend to disregard behind the wheel.

 

3rd Place: Katona Jozsef Theatre ‘Every Day a Play’ by Y&R Budapest (Hungary, ADC Europe Winner)

theatre

Katona József Theatre or ‘Katona’, is one of the major art theatres in Hungary. Attracting young people is one of Katona’s ongoing battles. In order to break the widely spread perception that theatres are stuck in the past, one fresh piece of news was chosen every day and a one-minute, online theatre play was created the same day, based on that story. The video was uploaded back to the news portal Index.hu, on the main page, next to the original news story article, within 7-8 hours of the news story coming out. Based on webshop data Katona saw a 137% increase in ticket sales amongst their target group. Over 500,000 unique viewers viewed the plays online. Every 7th Hungarian was aware of the campaign.

Why we love it:

Young people keep a close eye on the news, but they rarely look behind the headlines. So for Katona to offer a fun medium to accompany the news and showcase the theatre’s amazing talent was a marriage made in heaven. We’re still amazed by the production team’s amazing speed and skillset. Oreo’s Balckout Tweet fades in comparison with Katona’s newsjacking mastery.

These campaigns also made it to our October shortlist:

Kit Kat ‘LOL Breaks’ by MEC (Australia)

NY Lottery ‘You’d Make a Way Better Rich Person’ by McCann NY (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”)

 

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/

 

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