The&Partnership and HeyLet'sGo among winners at The Drum Awards for B2B 2022
The&Partnership and RNIB (Royal National Institute of Blind People) has won the Grand Prix prize at this year's Drum Awards for B2B.
Grand Prix winners The&Partnership for RNIB
The Drum Awards for B2B celebrate the companies and people bringing creativity to B2B marketing worldwide. The results were revealed at a ceremony at The Drum Labs in London, during our week-long awards festival, alongside a live cast on The Drum TV.
Among the many winners was HeyLetsGo, which took home the Chair Award, Best Corporate or Brand Website and Best Product Launch for its work with Envestnet. It was awarded by co-chairs Katie Streten, head of creative strategy at WRG and John Brockelman, chief marketing officer of State Street Global Advisors.
Delloite Digital snapped up four awards in the Best Internal Company Event, Best Omnichannel Campaign, Best Use of Emerging Tech and Best B2B Podcast/Audio Campaign categories.
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And for its creative work with Spotify Advertising, FCB New York won Most Innovative or Creative Use of Content and B2B Brand of the Year.
The awards competition brought together a panel of experienced senior B2B marketers from various companies and brands including Fujitsu, FedEx, Verizon, Tangerine, Accenture, The Octopus Group, Salient MG, Yahoo Taiwan, VMLY&R, HSBC, Amazon, Pandora, Stein IAS, Samsung and Apple.
You can see all the winners here.
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Grand Prix and Best Use of Emotion in B2B Marketing
Agency: The&Partnership
Client: RNIB (Royal National Institute Of Blind People)
Campaign: Making supermarkets see packaging differently
Through the power of emotion, The&Partnership persuaded several major supermarkets to enter conversations with RNIB about adopting a barcode-like format that converts product packaging information into audio descriptions for blind and partially sighted people.
To make accessibility a priority for supermarkets, the agency needed to ignite a public reaction to injustice. The crucial insight was identifying that a lack of exposure to the experiences of sight loss was a key blocker to public empathy.
The&Partnership's idea was to simply expose the public to the experiences of sight loss in the supermarket, and roll the cameras. This experiential stunt took the form of a pop-up grocery shop, featuring supermarket products - including a pack of biscuits, a smoothie and a cleaning spray - in blank and uninformative packaging. Fly-on-the-wall cameras captured public reactions to inaccessible packaging.
The public’s emotional response to the campaign exceeded targets, and by the end of the period, six supermarkets - and eight other corporate giants – were in conversations with RNIB about adopting the accessible format.
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Chair Award, Best Corporate or Brand Website and Best Product Launch
Agency: HeyLet'sGo
Client: Envestnet
Campaign: Mr. Krabs' Fictional Finances
Evernest needed to build awareness and interest for its new client portal while continuing to support its mission of helping advisors make an intelligent financial life a reality for clients. The category is filled with marketing tropes and overwhelming product detail; so Envestnet needed a way to spark viewers’ interest in the platform.
HeyLet’sGo found that the best way to show the power of the brands platform was through money-obsessed Mr Krabs from the hit cartoon series, SpongeBob SquarePants. The agency imagined a client portal dashboard using past episodes’ storylines to figure out his expenses for his small business, cash flow and investments line-by-line.
A three-minute film, three TV commercials, and 20 pieces of web content featuring Mr Krabs were created and all creative drove financial advisors to the interactive experience, where they could explore the financial impact of five different scenarios.