Mindshare Wins at FOM Global Awards
An amazing result at Festival of Media Global Awards winning 11 awards in total. Congratulations to all the teams!
NIKE CHINA – REINVENTING THE ATHLETE TOUR
GOLD – BEST USE OF GAMIFICATION
Basketball superstar, Kevin Durant issued his challenge: He would play China's top NBA2K Online player one-on-one, in the game, and on the court, creating the world's largest basketball tournament. 463,000 players competed in the virtual tournament for a chance to play Kevin Durant one-on-one.
Nike reinvented the athlete tour with never before seen scale of reach and engagement.
PIZZA HUT CHINA – THE SOCIAL ENABLER
BRONZE – BEST USE OF GAMIFICATION
Gaming integrations are becoming mainstream in China, but impactful gaming integrations based on player insight are few and far between.
By understanding how games are played rather than trying to do vanilla ads in games we better the gaming experience and create value for our clients' business.
NIKE INDIA – DADADING
GOLD – BEST USE OF CONTENT
Nike set out to inspire young girls in India to take up sport and we wanted to take Nike to unseen territory. By moving away from sporting moments to Bollywood, building an exciting and authentic experience.
We used IIFA, the Indian equivalent of the Oscars, along with a celebrated actress and athlete, Deepika Padukone to inspire them though her story and launch the DaDaDing anthem.
DOVE INDIA – CHANGE THE RHYME
SILVER – BEST INSIGHT AWARD
To make Dove's proposition of "real beauty" resonate in India, we juxtaposed a popular nursery rhyme – ‘Chubby Cheeks, Dimple Chin’ - against images of sportswomen who defied the ideal.
We got our audiences to re-evaluate how beauty ideals are created and started a dialogue on changing the first communication on beauty that a child receives.
BBVA PERU - THE MUTE PERFORMANCE
SILVER – BEST BRANDED CONTENT CREATION AWARD
The story of how local ignored musicians made it onto FM radio in only 15 days. The first step was to turn the bank into a radio station: BBVA RADIO, a space where our customers could listen to over 200 local bands, both off and online. We invited BBVA Radio bands to play in Lima´s most important square but nobody could hear them because they were inside a soundproof glass box.
PEPSODENT SWEDEN – PEPSODENT AND TINDER
BRONZE – BEST INSIGHT AWARD
White Now wanted to find out whether the motto ”a smile changes everything” rings true even for selfie-taking Millennials.
To get the answer, we collaborated with the highly popular dating app for Millennials, Tinder, where first impressions are key. Tinder conducted a survey and a platform-tailored Nordic media first solution playing with the actual swiping led to a sales boost.
NESCAFE TURKEY – TYPO DOMAINS
SILVER – CREATIVE USE OF MEDIA
People in Turkey waste 11,000 hours per year mistyping wed addresses. We created a brand-new media channel. When somebody in Turkey mistyped a domain name, we automatically redirected them to the one on their mind via our own Nestle redirect page. Allowing the brand message to be seen on its own, away from the usual clutter of online advertising.
MARKS AND SPENCER UK – MRS CLAUS WINS CHRISTMAS
GOLD – BEST ENGAGEMENT STRATEGY
We created Mrs Claus - a modern Christmas icon who would champion and represent the values and personality of 'Mrs M&S' - considerate, caring, strong, sassy, and above all, the real heart and soul behind making Christmas special.
This would help M&S to re-engage with its lost consumer, drive them back to stores and deliver its biggest Christmas since 2013.
DOVE USA – SPEAK BEAUTIFUL EFFECT
SILVER – BEST MEDIA PARTNERSHIP
SILVER – BEST SOCIAL MEDIA STRATEGY
BRONZE – CREATIVE USE OF MEDIA
Using real time data analysis, we were able to show women the impact of their words online. A specially designed algorithm could read and understand a selection of beauty related Tweets. A personalized analysis for each person who retweeted a @Dove post, highlighting the way they talk about beauty on Twitter. Within minutes, we visualised this, creating bespoke website links for each user.