TBWA\Manchester with Join The Revolution
The judges said
A key aim of the Join The Revolution campaign was to engage the public with the Co-operative's new CSR commitments. The use of social media at the heart of the campaign did exactly that, matching the organisation's commitments to those made by individuals. This core idea resulted in significant amounts of earned media for the Co-Op and a dramatic increase in the number of people who see it as the most socially responsible retailer.
The Co-operative was making new, industry-leading CSR commitments and wanted to engage and involve the public. The ‘Join the Revolution' launch used real-life case studies of individuals ‘changing their worlds'. At the heart of the multi-channel campaign was a search-optimised, social-integrated website. The site had deeper, sharable content in case studies, detail on The Co-operative's wider commitments, plus many ways to ‘get involved', including a competition with £5000 prizes. Over 300 entrants entered their ‘Revolutions' and asked supporters to vote and use their social networks to spread the word, attracting 60,000 public votes, and even a tweet from Stephen Fry!
- Mosquito Digital with Collection 2000 Christmas Kisses
- Space 48 with Optimise Internet Re-Brand
- TBWA\Manchester with Join The Revolution
An entry in this category must include a significant use of on-line media to develop or build a brand. Entrants should provide evidence of the effectiveness of the on-line presence in strengthening the brand and its values.
Matmi with Gorillaz: Escape to Plastic Beach
The judges said
This was another hotly contested category but there was one project that the judges felt eclipsed the others. It was the innovation in the use of the brand, how it all tied together and how ultimately it enhanced the online development of the brand that secured first place.
Gorillaz are the world's first virtual band and having built up an enviable reputation for digital leadership, expectations of the 2010 album “Plastic Beach” were high. Our brief was to extend the band's existing presence with an interactive, immersive experience of their digital world. We put players in the role of bassist, Murdoc, to re-create the album's escape story in a three chapter online and mobile game. Its technological innovations and immersive player experience have enhanced the Gorillaz digital reputation, delivering the equivalent of 26 years' worth of online brand exposure worldwide - and counting.
Gorillaz are the world's first virtual band and having built up an enviable reputation for digital leadership, expectations of the 2010 album “Plastic Beach” were high.
Our brief was to extend the band's existing presence with an interactive, immersive experience of their digital world. We put players in the role of bassist, Murdoc, to re-create the album's escape story in a three chapter online and mobile game.
Its technological innovations and immersive player experience have enhanced the Gorillaz digital reputation, delivering the equivalent of 26 years' worth of online brand exposure worldwide - and counting.
- Lightbox Education with MYLO
- Matmi with Gorillaz: Escape to Plastic Beach
Manchester Museums Consortium and Visit Manchester with Creative Tourist
The judges said
In a category often dominated by agency-led campaigns to promote big-budget consumer brands, the judges felt that the winner of this category had clearly demonstrated how intelligent and cost-effective use of on-line media could significantly strengthen and develop a brand's position, even in a highly competitive online sector.
Creative Tourist was developed by Manchester Museums Consortium, a group of nine separate museums and galleries that share a collective vision; to stage intelligent, thought-provoking and outward looking exhibitions and events that showcase the cultural credentials of Manchester in a national and international arena. It is the digital delivery tool for a strategic communications strategy that aims to enhance Manchester's image as a culturally credible city, impress key influencers, increase visitors (especially of the high spending kind), drive tourism and support the sustainability of both the museums and galleries sector and tourism businesses.
- IAS b2b Marketing with Beat the Wolf
- Manchester Museums Consortium & Visit Manchester with Creative Tourist
- Mando Group with United Utilities Rebrand
- Xentum Ltd with X marks the spot
Code Computerlove with www.crownpaint.co.uk
The judges said
"There were so many entries to this year's Awards you'd imagine the judges blasting through each one with some rapidity. However, picture the scene as the entire Judging Panel dwells over the beautiful design and elegant code of the winning website, totally engaged by the level of interaction. Over and above this site delivering as tightly to the brief as you can get and delivering an 800% increase in sampling, it's quite simply the best of its kind."
Crown's brand vision is to “Create Change Together”.
By showing understanding that decorating is a complex and challenging journey for their customers, and offering real support every step of the way in the paint buying process with inspirational and truly useful content, the new Crown website (www.crownpaint.co.uk) has helped to position Crown as a ‘creative partner' and expert in home decors - not just a manufacturer of paint, as well as build long-term relationships with customers by providing inspiration and encouragement at the start of their journey.
Shortlisted entries 2009
- Axon Garside Creative with The Factory
- Code Computerlove with Original Source
- Code Computerlove with www.crownpaint.co.uk
- Love with Doctor Martens
Best On-line Brand Development is a new category in 2009.