B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 29/10/08 17:15 Page 6
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CATEGORY 3:
Sponsored by
Best use of PR
Winner: Microsoft
Agency: Weber Shandwick Technology Campaign: ‘Free range working’
M
icrosoft’s mobile communications Gardens to demonstrate how easy it
division produces Windows Mobile is to work remotely. Windows Mobile
software, an operating system for devices, along with other mobile
smart mobile phones, allowing users access computing hardware, was made available,
to email, the Internet and messaging. and a work psychologist was installed in
Microsoft wanted to show it is committed the tree house to talk about the findings
to bringing about a more mobile working from the two pieces of research.
lifestyle, so the campaign had to interest
businesses and industry partners in flexible Results
working while bringing something new to The campaign produced a creative
the work/life balance debate. and engaging platform for Microsoft with
key players involved. The awards were
Flexible working People Moving Business Awards. supported by the Government with BT
The target audience comprised The awards were launched to recognise and Motorola both sponsoring individual
decision-makers in medium-sized individuals and companies that were categories; while the presentation lunch
enterprises, government and industry making the most of mobile technology. The at Wembley Stadium was addressed by
bodies, and information workers. Work Foundation, Business Link, the Stephen Timms, Minister for
One thousand office workers were Chartered Management Institute and the Competitiveness, and Gordon Frazer,
canvassed about their attitudes towards job Mobile Data Association become partners. MD of Microsoft UK.
flexibility. Three quarters wanted flexibility Business magazine Management Today The blog has grown into a popular
in their jobs, while 58 per cent cited was signed up as media partner and the online community that receives an
flexibility as crucial when looking for a new awards were promoted via a website. average of 10,000 unique visitors a
job. The results were released to broadcast A mobile working blog, www.moof.mobi, month, and the campaign generated
media, national newspapers, and was launched, which was anonymously more than 10 million UK media
management and business publications branded to increase trust and limit impressions in seven months, including
with endorsement from the Chartered Microsoft’s appearance. six national news broadcast interviews,
Management Institute. They were also used To create visual appeal, the PR team 23 radio interviews and a multitude of
as a launch pad for a new set of awards, the built a wooden tree office in Pimlico print and online stories.
Runner up: Hay Group
Agency: Man Bites Dog Campaign: ‘Dangerous liaisons‘
H
ay Group is traditionally perceived as media across 10 countries with all coverage
a pay expert, but needed a vehicle to acknowledging Hay Group as experts on
reposition itself as a management M&A integration. Television coverage
consultancy. The 2007 merger boom was generated direct prospect enquiries and a
identified as a topical boardroom issue contract with a major services company, as
around which to package its services. well as the appointment as global M&A
Subsequent research resulted in the partner for an aviation company.
‘Dangerous liaisons’ report, launched at Hay Group’s acknowledged expertise in
the Economist’s M&A forum and reported M&A has helped consultants secure more
in an FT exclusive. than 100 new business meetings and
It was also featured in 296 pieces of postmerger integration contracts.
Highly commended: Rockwool
Agency: IAS B2B Public Relations Campaign: ’Jobs for the girls’
R
ockwool makes mineral wool ambassador for the campaign and became Of the 1830 applications received, more
insulation for fire, thermal and Rockwool’s spokewomen in local media. than 25 per cent were from women. Excess
acoustic protection and was looking Female applicants were invited to see demand prompted Rockwool to ask IAS to
for at least 20 per cent of job applications the Rockwool factory and meet women reduce further PR activity.
to work in its factory to come from women. employees. The ladies’ evening provided a “Without the campaign, I envisage we
However, misunderstanding about what the call to action for the press and generated would have had few female applicants, if
work entailed made women reluctant to enquiries to the recruitment website. It any,” says Maureen Trehame, senior HR
apply. Rockwool’s only female shopfloor proved so popular a second one had to be advisor at Rockwool. “Results were
worker, Leanne Valeri, was recruited as arranged to cater for the numbers. overwhelming, far exceeding expctations.”
B2BM AWARDS 08 – www.b2bm.biz
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