Returning for another year of celebrating the best in modern marketing, The Drum Content Awards is looking for those who have been producing the most effective content marketing strategies over the past year.
2018 saw winners like 23red and Fully Focused for the Always On, So Always Stay off campaign with Network Rail; Qumin’s work with Manchester United on Wake Up the Devil Inside You; ESI Media and Kronenbourg 1664 for A Franc Point of View and Fever’s Rick Grimes vs Grime for Now TV.
The Drum takes a look back at these powerful campaigns.
23red, Fully Focussed and Network Rail: Always On, So Always Stay Off
Electrification of the railway meant there was a need to warn young people of the new and ever-present dangers.
By operating facilitated workshops, 23red, Fully Focussed and Network Rail worked with over 250 young people in schools near danger hotspots to understand why they take risks and co-created a believable story that spoke directly to them.
The result was ‘18’ – a short film co-created by school children.
Qumin and Manchester United Football Club: Wake Up the Devil Inside You
By bringing to life the Red Devil spirit, Manchester United’s “Wake Up The Devil Inside You” aided in growing the football club’s fanbase in China.
United wanted to be the first football club that creates culturally relevant content for China. The result was a bespoke interactive animated manga story featuring United stars, in a mobile-first HTML5 storytelling experience that attracted new fans and audiences.
Fever and NOW TV: Rick Grimes vs Grime
As fans were preparing for season eight of The Walking Dead, NOW TV and Fever decided to bring the world of walkers and grime music together.
Grime rapper, MC, Bugzy Malone, also a mega fan of AMC’s hit TV show, came on board to help deliver NOW TV’s streaming message. The grime reworking of The Walking Dead’s iconic soundtrack celebrated the show’s most memorable characters and plot lines, driving fans to stream the show on NOW TV.
ESI Media and Kronenbourg 1664: A Frank Point of View
Kronenbourg has been on a mission to deliver l’Alsace difference into the heart of British life, standing out in the minds of its ‘striver’ audience.
The campaign joined in on the ‘striver’ conversations, as they happened, increasing Kronenbourg brand awareness and sales by 12% in volume per buyer and frequency of purchase and 14% in shopper spend (with 25% less budget than its key competitor).
The Drum Content Awards are now open for submissions. The awards are open to any individual, agency, brand or organisation producing effective content executions. The awards are global, so there really are no barriers to entry.
Get your entries in before 19 July and receive a discounted rate on your application.