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Winners of The Drum Awards for PR revealed: see the best PR campaigns of the year

By Eleanor Lim | Event Producer

September 25, 2020 | 6 min read

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The results of The Drum Awards for PR have been announced, with inniAccounts, Mastercard, LinkedIn, SnapChat, Bacardi, Megabus, Intuit QuickBooks and the Heart of London Business Alliance among the winning advertisers of 2020.

The Heart of London Business Alliance is one of the winning advertisers of 2020.

Mastercard, Megabus, inniAccounts and the Heart of London Business Alliance are among the winning advertisers of 2020.

Due to the ongoing Covid-19 situation, The Drum revealed the winning advertisers in a virtual ceremony instead of the usual celebration dinner, but the news was just as exciting. Catch up below if you missed it.

This year’s Grand Prix was awarded to MakeitBe, for its work for inniAccounts, while the prestigious Chair’s Award went to Ketchum for its work with Mastercard.

Other winners include Tin Man in Most Effective Use of Creativity category for its work for Megabus; Premier in the Event, Stunt or Promotional Activation category for its work for Heart of London Business Alliance, and Ogilvy in the Finance and Professional Services category for its work for Intuit QuickBooks.

megabus - Sweetheart Saver campaign video from Tin Man on Vimeo.

Megabus wanted to re-attract and emotionally engage a latent student audience and become the obvious travel choice. Building on the insight that many students are in long distance relationships, Tin Man sought to make Megabus stand for something more than low cost coach travel by helping young romance go the distance.

Tin Man created the ’Sweetheart Saver’ campaign – an industry-first ticket offering free travel for select students between two destinations on the Megabus network across the academic year. It then followed and filmed two university lovers keeping their long distance relationship alive.

What the judges said: ”This entry showed creative PR execution and brand impact. After 8,541 applications for the Sweetheart Saver trial ticket in two weeks, it led to £17,000 unexpected revenue uplift in four weeks as a result of the campaign alone – a remarkable achievement.”

Best Event, Stunt or Promotional Activation

Agency: Premier

Client: Heart of London Business Alliance

Premier - Scenes in the Square - Drum Awards Campaign Video from Leigh Debbage on Vimeo.

Heart of London Business Alliance, a business improvement district for London’s West End, sought a creative vision that would cement Leicester Square’s global reputation as the home of film while increasing footfall and feel-good factor and making a significant press and social impact.

Premier conceived ‘Scenes in the Square’, a dynamic, interactive sculpture trail celebrating a century of movie magic, enabling visitors to become part of their favourite movies. The trail exceeded all press and engagement expectations and looks set to become a long-term tourist attraction.

What the judges said: ”This was an overwhelming challenge: getting all the movie brands on board, transforming the square, catering to an ageless audience. The campaign reflected audience behaviours and attitudes and completely changed how they interact with the square.

”We would be interested to see its longevity and a plan for what this looks like moving forward.”

Finance and Professional Services

Agency: Ogilvy PR

Client: Intuit QuickBooks

Ahead of the biggest change to tax legislation in a generation, awareness and uptake rates among SMEs was low. As a champion of small business owners, Intuit QuickBooks sought to raise awareness, help businesses through the process and stand as a trusted software partner in a fiercely competitive market.

QuickBooks found that four out of five business owners feared doing their taxes more than jumping out of a plane, and so this creative campaign was born.

What the judges said: “A really strong campaign that utilised solid audience insight and market understanding. The strategic thought was carried through every element of the campaign and used multiple channels to tell the story.

”Creatively, the idea made a very dry topic exciting and generated talkability and viewability. Most importantly, this delivered strong commercial outcomes. Well done!”

To see the full list of winners and check out more award-winning work, visit The Drum Award for PR website.

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