Winners of The Drum Awards for B2B revealed: see the winning work
This year, the B2B sector went from global exhibitions, large scale event networking to transitioning teams to working from home.
Gravity Global, Intuit and BBH created some of this year's winning work. Above, The Trade Desk's Halloween campaign
Brands have had the opportunity to really show consumers what they are made of and it’s time to celebrate those who are showing the industry whose top notch, even when you’re creating the next big marketing campaign from your dining room table.
The Drum Awards for B2B 2020 winners have been revealed with the likes of MRM, Gravity Global, Digital Radish, Essence, Just Media, Lively Worldwide, MediaMonks, Adobe, Twitter and The Fresh Group all taking home the coveted Drum gongs.
The virtual ceremony took place on Thursday 19 November. You can catch up on the show below.
Now let’s take a look at some of the award-winning work.
Grand Prix and Best Digital Campaign
Agency: The Trade Desk & BBH
Client: The Trade Desk
Campaign: ’As Explained By’
BBH designed a campaign to boost awareness and build consideration for The Trade Desk by demystifying the digital advertising market. Built around two humorous, jargon-busting videos, it established the value of The Trade Desk and the open internet by explaining the limitations of walled gardens in layman's terms.
Using everyday metaphors to break down a complex subject demonstrated how the open internet is critical to successful campaigns. A a result, they drove a 23% increase in new web visitors, and significantly improved favourable consideration of the Trade Desk.
What the judges said: “A real stand-out campaign, born out of an incredible idea. A great long form film that really holds your attention.“
Chair’s Award, and Best Social Good Campaign
Agency: Intuit
Campaign: ‘Ask the Expert‘
For this category, the chair of the jury picks their favourite from the very best entries. This year's chair was Sylvia Seybel, vice president of B2B client solutions marketing at Dell Technologies.
Intuit transformed its social media output during Covid-19. ‘Ask the Expert‘ is interactive live-streamed Q&A video series, hosted by a different expert every day. Tackling topics such as government support and regulatory changes, wellbeing, parenting and business continuity, it provides free, reliable advice in an easily accessible format.
Beginning in April, an agile team of five produced 80 live shows, reaching over two million customers and garnering 245,000 organic views and over 373,000 engagements. ‘Ask the Expert‘ resonated deeply with small business owners, who spent over sixteen times longer than average watching.
What the Chair said: “This was amazing work from an in-house team, with a large volume of campaign elements, that was turned around quickly. High quality work. The pivot to help customers is a heart-warming story and was much needed this year.“
Best VR or AR Experience, and Best Demand-Generation Campaign
Agency: MRM
Client: United States Postal Service
Campaign: ‘USPS No Surcharge‘
USPS shipping services take pride in being an economic option, unlike other carriers that add numerous surcharges. While these could add up to major savings for customers, shippers were not aware of the charges they could be avoiding.
By creating a gamified augmented reality experience, MRM transformed a mysterious part of the shipping process into something easily understood. All users needed was a piece of mail and their smartphone. Gamification helped USPS reveal exactly how fees affected businesses on a per-package basis, proving themselves the best option for customers.
What the judges said: “Simple, but led to real brand insight, and drove excellent results. Nice use of AR in direct mail, and a great contemporary design.“
Best Multichannel Campaign, and Best Brand Campaign
Agency: Gravity Global
Client: Embraer
Campaign: ‘The Profit Hunter‘
Embraer, a Brazilian company, is a world leader in the design and manufacturing of regional jet aircraft, competing against the likes of Boeing and Airbus. While the company is well-known in the United States, Gravity Global was tasked with raising brand awareness in new markets, and increasing sales.
With a truly connected multichannel approach, they were able to outperform all competitor campaigns – some of which spent 20 times as much. An airline in Kazakhstan requested that the campaign be reproduced on the nose cone of its own aircraft, which garnered international media attention. It became the industry’s most talked-about campaign, and set a new performance benchmark.
What the judges said: “Beautiful work. It was highly consistent and engaging, a very well executed campaign across channels. The results are phenomenal and make this brand campaign stand out.“
Best Content Marketing Campaign
Agency: Lively Worldwide
Client: Ericsson
Campaign: ‘Ericsson Unboxed‘
When Ericsson learned their showcase at Mobile World Congress was cancelled due to lockdown, they asked Lively to create an online experience that would exceed customer expectations.
Designed and delivered at breath-taking speed, the resulting ‘Ericsson UnBoxed Office‘ was a unique series of 22 livestreams, across major social platforms, talking about key issues for Ericsson's audiences ranging from AI and 5G, to security and edge computing. The series smashed those expectations – delivering a net promoter score 9 points higher than MWC, 300,000 average views per session, and over 3,000 new sales leads.
What the judges said: “To pivot from the Mobile World Congress, the team reacted quickly and executed the project in a short time. The high scores allude to quality content, the amount of high quality content generated – very robust with tight lead times“
A complete list of winners is available at the website for The Drum Awards for B2B.
The Drum is proud to present these awards with the support of our partners: Stein IAS, HubSpot and LinkedIn.