Roll of honour: How to win the 'special' chair award at The Drum Awards
At The Drum Awards, the Chair Award is a special accolade given to a finalist that marks the best of the show for the judging panel's chairperson. Following are ten examples showcasing the best of of the best from The Drum's Chair Award winners of 2017.
KFC Cravers Live Out Their Secret Obsession: KFC Malaysia
KFC online delivery service was struggling and needed a breakthrough campaign to drive sales and loyalty. KFC KAKI(fans) UNITE campaign used data clustering of behaviour and creative strategy devised around individual likes and preferences of KFC lovers. This was a digital led campaign with support from CRM, and has gone on to become one of the most successful campaigns of KFC Malaysia.
Chairperson Chiradeep Gupta, global media director of Unilever said: “The Entropia entry for the campaign that they ran for KFC in Malaysia was a great example of identifying actionable insights and bringing these insights to life both online and offline powered by relevant use of data across.
“The execution delivered across the consumer journey through great content on relevant media touchpoints leading to strong outcomes.”
Morning Moods: PG Tips
The Morning Moods campaign combined PG Tips iconic Monkey, the most fun way to express your feelings and perfect technological timing to connect with a bleary-eyed audience, first thing in the morning. The playful and almost entirely unbranded GIFs gained 22.1m organic views on Giphy in 6 weeks, and have now reached 95.1m.
Chairperson, Lisa Gilbert, chief marketing officer, IBM UK and Ireland said: "AnalogFolk as an agency and as a producer of powerful content stood out from the crowd with their entries. Their personality, passion and purpose oozes into everything they do - from the work they do for their clients, the culture they create within the agency itself to the actual submission they crafted for The Drum Content Awards.
"There's a great quote that has been rattling around in my head lately around culture, and how one knows if a culture has truly taken hold; 'Culture is what happens when nobody is looking.' Based on all I've experienced with AnalogFolk they live up to these values over and over again."
Elite SEM's Winning Formula: Elite SEM
Elite SEM is a performance-driven marketing agency with a unique business model, where employees are treated as entrepreneurs and their compensation is directly tied to their client's campaign success. This meritocratic and "intrapreneurial" environment, along with Elite's Core Values, claims the agency, helps it attract and retain top talent and clients. Elite has a 94+% retention rate for both, highlighting a strong culture that attracts and retains top talent and clients.
Chairperson and judge, Purna Vijiri, senior Bing ads PPC training manager, Microsoft said: “Elite SEM have shown remarkable growth and client retention, owing heavily to their successes in cross-brand and cross-channel wins for their varied portfolio of clients."
Young Progress Makers was launched in January 2017 as an interactive new event aimed at inspiring and leading London's young people. Held at Camden's Roundhouse, and welcoming 550 people, the event included live performances; speed mentoring, a competition for London's best new business from an under-25 entrepreneur; passionate debate and Q&As with some of London's best minds.
Chairman of the judging panel, Damian Clarke, managing director at Undercurrent said: "This was a project that has put its core audience at its heart, shows great diversity and is able to focus on social mobility as a key driver to its success."
Samsung had a huge challenge in 2017-- its reputation in the business space was lagging behind other global business brands. Working with Samsung’s European B2B team, Earnest (London) created a campaign to help firmly position the brand as a credible business brand across Europe – building awareness and driving consideration.
Chairman and judge, Chris Duffey, senior strategic business development manager at Adobe, said: “Samsung's The Open Economy is an exquisite post-modern ecosystem of content creation, distribution and measurement. This fully integrated marketing mix delivered thought leadership content around Artificial Intelligence, business innovation and beyond.
"This year’s Drum B2B Brave Award Winners all have a common genome, that of commitment. A commitment to questioning and leveraging data, customer experiences and digital transformation for unprecedented go-to-market results."
VML Kansas City combined a consistent, conversational voice with topical, relevant humour and playful sarcasm. This formula gave the Wendy’s community management the ability to do some amazing things with its social community.
For example; in April 2017, 16-year-old Carter Wilkerson tweeted Wendy’s and asked how many retweets it would take to give him free chicken nuggets for a year. The brief exchange went viral organically and led to a mainstream media blitz. Moreover, it led to Carter’s tweet about Wendy’s chicken nuggets being the most retweeted of all time.
For Christmas 2016 360i Europe delivered a UK social media first, when they put the control of Lidl’s prices in the hands of the Great British public. The Lidl Social Price Drop: the more you tweet, the more the price drops, listened to customers and increased YoY sales by up to 1580%.
Chair of the judging panel, Phil Jones, founder of Podge Events said: "The work by 360i for Lidl, with the brilliant Social Price Drop, well deserves my special award for 2017. Year on year sales increase of 1500% was quite a nice statistic for the work done."
The Smalls worked with Slovenian animation studio Finta to create a recap of Orange Is The New Black for Netflix. In anticipation of the 5th season, the series’ most memorable scenes were recreated using puppet animation. The video attracted three million plus views and global press attention with an original take on the much-loved series.
Chairperson, Caitlin Ryan, regional creative director, EMEA, Facebook and Instagram, said: "The piece of work I kept thinking about was The Smalls/Pinwheel Animation for Orange is the New Black. It is beautifully crafted - but better than that - it shows how with creativity you can take a story line and reimagine in for a new format.
"I love the idea of taking a theme meant for a TV broadcast and reinventing it through puppets for social media. It is a brilliant way to reward exiting lover’s of the show and introduce the themes and vibe of the show in stackable content to new audiences. Very clever. And full marks for the animation."
Nightlight, Rothco, Kinetic Ireland and Starcom executed an industry first activation, projecting a live fox animation onto renowned Dublin landmarks. This campaign was shot entirely from a moving vehicle, with the projector powered entirely through an onboard battery.
They were able to mimic the foxes movements based on the vehicles speed, walking and running the fox and creating a powerful visual for Orchard Thieves.
Chairman of the judges, Dino Burbidge, director of technology and innovation at WCRS said: “This entry was in a really tough category but really caught my imagination. The campaign may not have been the biggest, but it did embody the spirit of creativity in out of home.
"It worked brilliantly with its surroundings, it was eye catching, it was innovative, it was practical, entertaining, cost effective and best of all, it was sketchy as hell. All traits I applaud and encourage."
Cadreon, in partnership with UM, engineered what its “Ultimate Data Machine” – a homage to BMW’s brand positioning as the “Ultimate Driving Machine.” By implementing this data tool, they were able to create a 360˚ view of their audience, improve the quality and richness of their data, build stronger insight into the data, and drive positive business outcomes for BMW.
Chairman Wayne Blodwell, founder and chief executive officer, The Programmatic Advisory, said: "BMW recognized that by having disparate sources of data that they could not overcome some of their marketing challenges. They went about solving these challenges by creating their own ID so they could move effectively market to potential customers.
"It was a great strategic initiative that yielded great results. This is something which other brands should look to follow and great to see BMW leading the way, particularly in their vertical."
The Drum Awards is a singular global award scheme that recognises all the disciplines that make up The Drum’s eco-system. We have a series of competitions you may find relevant including marketing, advertising and digital. To see the full range of our competitions click here.