CATEGORY 3: Best digital campaign
SPONSORED BY
WINNER: ITN Source
AGENCY: Mabox CAMPAIGN: ’Cut to ITN Source’
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TN Source,a division of ITN,holds one users could stop wasting time and head straight
of the world’s largest archives of to ITN Source for inspiring images.Interesting
moving images with over 750,000 footage was used to support the claim.
hours of iconic footage captured over three
Ask a question
centuries.All are unique and never to be filmed
Banner ads were placed on industry websites
again.The library offers a wider range than
posing questions such as,‘Who shot JFK?’.To
many of its rivals,including high resolution
find the answer viewers clicked through to a
material for marketing campaigns.It is also in
microsite,which answered the question and
the unique position that all its footage is digitised
directed them to explore the library and
and can be accessed,edited and downloaded
register details for a competition.A viral
directly from its website.
version of the ‘Who shot JFK?’advertising was
Unfortunately,‘stock footage’is a dirty word
irreverent and intriguing and don’t involve also sent to individuals using data lists.
in the advertising industry because creatives
anything as tedious as opening an envelope. Finally,lenticular postcards were developed
gain more kudos from shooting their own
Within the industry,the obvious targets were which brought to life iconic footage.Using 12
footage and many creatives’past experience
those in creative functions,but those frames of moving footage brought clips such as
with stock footage has been poor.The challenge
influencing decisions such as TV production Hurst’s perennially controversial goal in the
was to prove that archive footage is a valuable
teams were also targeted. 1966 World Cup to life.Even if the recipient
addition to any creative’s arsenal.
The challenge was to reach them with a did not visit ITN Source immediately,this sort
The campaign needed to build awareness of
medium they found involving – digital.This also of postcard would get pinned on the wall for
its capabilities;drive users to the website and
provided a cost-effective way to show quality of future reference.
capture registrations;and promote word-of-
the footage and reinforce its online accessibility. The campaign ran throughout April 2007 at
mouth and online recommendations.
The campaign was developed using the a cost of £64,000.Research shows that 50 per
Capture the imagination language of advertising scripts to build cent of those who received the email via the
Advertising professionals are judgemental of curiosity.It was based on posing questions such viral campaign visited the website.A total of
any promotional material they receive.The only as,‘Who shot the Pope?’and ‘Who released 39 per cent of those who received the email
way to get in their radar is to wow them with Nelson Mandela?’The end line,‘Cut to ITN passed it on.Click through rates were more
creativity.The most appealing ideas are Source’used industry language,while implying than double the industry average.
RUNNER UP: Invitrogen
AGENCY: eMarket2 CAMPAIGN: ’iProfile’
nvitrogen supplies products to every collected from email,surface mail,web, incentives to collect iProfile information.An
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major laboratory worldwide and telemarketing,sales reps and exhibitions. exhibition web kiosk was developed to collect
needed to communicate on a one-to- An email was sent asking the target to data at events across EMEA.
one basis with the 400,000 scientists within complete a profile of themselves online Data on 104,000 contacts (67 per cent)
life science organisations. providing information about their interests.To was cleaned and enhanced while 6262 new
The ‘iProfile’campaign used opt-in maximise responses,three emails were sent. decision-making contacts referred by their
vehicles to generate leads,inviting customers The second phase was reinforced with colleagues were added.It generated 3571
to specify what interested them and involved telemarketing in five languages to help identify sales leads.
processing 150,000 contact records on the additional contacts and email addresses.In It is now rolling out the same programme in
company’s database.Information was addition,sales and support staff were offered the US and Canada.
HIGHLY COMMENDED: Business Objects
AGENCY: DNX CAMPAIGN: ’Crystal Xcelsius’
usiness Objects is a business Digital visuals included an animated generated through email plus banners and
B
intelligence software company helping caterpillar chrysalis confined within a MPUs placed on Brand Republic.All online
companies gather and analyse data to spreadsheet,that changes into a butterfly and activity directed people to the landing page.
improve performance.Crystal Xcelsius is a bursts out of the box to fly. Everyone who downloaded the free trial was
software tool that enables users to transform The main objective was to persuade people entered into a prize draw.This broadened its
dry data in Microsoft Excel spreadsheets into to download a free trial so all campaign prospect base.The campaign was hugely
interactive graphs and charts. activity took place on line.Leads were successful and surpassed all expectations.
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For more information on the winners, go to www.b2bm.biz/awards
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