1. Social Media Campaign of the Year
Winner
Volvo Trucks
Launch of the new Volvo FH
Spoon
Starting in June, Volvo Trucks has successfully used PR and Social Media to create the attention necessary to pave the way for the September launch and sales start of the new Volvo FH truck. The result has so far been the best ever online coverage and impact in non-truck media for Volvo Trucks.
Heinz
Heinz: Grow Your Own
We Are Social
‘Grow your own’ was Heinz’s most successful social media campaign to date. It went much further than simply creating an app or providing a clever gimmick and it achieved huge cut through with the target audience.
It got kids and mums out into the garden – some perhaps growing their own produce for the first ever time - talking and learning about Heinz Tomato Ketchup and its ingredients!
IDI Farmaceutici Srl, Merck, Sharp and Dohme Group
CINZIA YOUR SKIN FRIEND
LEO BURNETT CO. Srl MILAN ITALY, LEO BURNETT CO. Srl MILAN ITALY
People trust video tutorials. IDI Pharmaceuticals worked on this behaviour to grow its awareness. We created a fake tutorial girl for the social networks who became a huge viral phenomenon in Italy: she gave funny but credible skincare remedies. Around her videos, we delivered the message: Don’t be shallow, trust only the true experts, driving people to book a free check-up by IDI dermatologists.
Innovation Norway
Scream
A film that hold it’s ground well on it’s own + online campaign to create the world largest scream. Bring attention to Norway for tourism. More than 1,2 million views in own channels + a variety of other channels worldwide. Received over 1500 screams from 152 countries. In addition: Campaign been discussed in major international TV Channels, Newspapers, blogs, social media and industry magazines.
Sky
Sky: The X Factor Community
We Are Social
We helped X Factor 6 become Italy’s most social TV series ever by creating a community around the series and its contestants. We made the public the 5th judge through our Applausemeter, and for the first time allowed the public to vote via Twitter.
With our social content, mobile apps and gamification elements – and a lot of creativity - X Factor 6 really set the standard for social TV everywhere
2. Online Strategy of the Year
Winner
Oxxio
Oxxio
Tam Tam, Tam Tam
Oxxio, #4 energy supplier in Holland, went from push to pull marketing by translating the techniques of the successful human salesforce to its online channels with storytelling and use of the iPad. Sales increased, but where 70% of sales was done by a sales rep, this is now 31%, a huge cost saving. Retention increased by helping customers save energy with online tools and real-time insights.
Control
Feel Make Feel
Burson Marsteller Spain
On 2012, the brand Control felt the need to position itself on the social media environment to reduce the disadvantage against its main competitor. Through an exceptional strategy that included branded contents, multimedia and web, mobile and social apps, the brand reached its target audience on the different social networks and engaged them to unexpected and really high levels.
E.ON
Swedens Largest Energy Experiment
Forsman & Bodenfors
Energy is something we all take for granted. Unfortunately, it also means some unnecessary waste: in most cases we use more energy than we actually need. We recruited 10,000 households and provided them with an app and a website device that could read their domestic energy consumption. After a year, the participants had saved 12% energy compared to the previous year.
McCann Istanbul
Eye of the Fan
As the title sponsor of the Euroleague Final Four, Turkish Airlines wanted to give the fans the oppurtunity to experience the Final Four excitement no matter where they are. Thus we created Eye of the Fan who showed what it was like to be a fan by sharing tweets, Vines, YouTube Videos, Instagram photos. He made fans part of the action by turning their tweets into fan banners and showed them on TV
VORWERK
Product Launch VORWERK Robotic Vacuum Cleaner Kobold VR100
HERING SCHUPPENER Unternehmensberatung für Kommunikation GmbH
When the first robotic vacuum cleaner by Vorwerk came onto the market, most people had never heard of these little housework helpers. The aim was to get people interested in the Kobold VR100, to inform them about this type of appliance and to create a modern brand image. The main source of success was online communications: after six months, the Kobold VR100 was the best-selling model in Germany.
3. Innovation of the Year
Winner
Aftonbladet
Aftonbladet Tipsa!
Aftonbladet Tipsa! makes it easy for mobile readers to send tips, pictures, video clips and live video streams. The feature is integrated into our mobile apps. The unique aspect of the feature is the geotagging, which allow us to locate readers and ask them to send information from ongoing events or incidents. Readers get their pictures and news tips published on the site or in the paper.
EDF Energy
EDF Energy - Energy of the Nation
Ignite London, Weber Shandwick
To celebrate its London 2012 sponsorship, EDF Energy displayed the world’s first social media driven lightshow on the London Eye throughout the Games – capturing the ‘Energy of the Nation’ by lighting up the Eye every night to show how positive the nation’s tweets about the Games had been that day. The campaign resulted in EDF Energy being recognised as the number 1 domestic sponsor by awareness.
Komfo
Komfo Ad Manager
Komfo
Komfo Ad Manager is a unique tool that helps businesses automate and optimize Facebook ads budgets in order to generate the maximum ROI. Just tell our system the marketing objectives and we optimize the marketing mix and targeting on Facebook to deliver the desired results. The tool was trusted by more than 100 big companies, it manages a budget of over 500 MN euros and reaches at average 4X ROI.
Ogilvy DigitalHealth
EASD Hypo-simulator
Type 2 diabetes is a worldwide epidemic affecting vast numbers of people. Some of the treatments cause a side effect called a hypoglycaemic event, which occurs when the patient’s blood glucose drops too low and can potentially be fatal. We educated doctors on what these events are really like for patients by creating an immersive 3D experience, allowing them to actually feel the symptoms of a hypo
Wikipedia
Wikipedia Corporate Index by FleishmanHillard
FleishmanHillard (EMEA)
FleishmanHillard’s Wikipedia Corporate Index (WCI) is the first-ever analytics tool to evaluate corporate articles on Wikipedia. As Wikipedia has an enormous impact on corporate reputation online, the WCI provides comprehensive report cards for every single company article on the German Wikipedia and rates them based on 40 influence factors.
4. Companies
Winner
Robert Bosch GmbH
Bosch "Invented for life" Web-Stories
Ketchum Pleon GmbH
International visitors to the Bosch digital world experience the company’s diversity through Web-Stories. The close interlinking with social media activities enables them to become part of the stories and to enter into active dialogue with the company. This successful positioning and reputation is reflected in the results: 50% more views of bosch.com and constant fan number growth.
Fortum Power and Heat AB
Sweden's Craziest Christmas Lights?
Garbergs Reklambyrå, Springtime
The predominant image is that electricity is expensive. To show the opposite the energy company Fortum sponsored Stockholm with 600000 LED Christmas lights and still the electric bill didn’t amount to more than 60€ a day. But how to get the message across? We arranged a competition on Facebook - Sweden’s Craziest Christmas Lights? The campaign spread through social media with a huge success!
MSLGROUP
Becoming A Brand of Influence: How We Grew Our Online Engagement With Stakeholders
MSLGROUP
MSLGROUP is a young, global communications and engagement network. We bring you our story of how we strategically grew our online community over a period of one year; engaged with our audience using multiple digital communications channels. As a result, MSLGROUP jumped from being out in the cold as far as digital influence goes, to being a major player among its contemporaries within just 12 month
McCann Istanbul
Eye of the Fan
As the title sponsor of the Euroleague Final Four, Turkish Airlines wanted to give the fans the oppurtunity to experience the Final Four excitement no matter where they are. Thus we created Eye of the Fan who showed what it was like to be a fan by sharing tweets, Vines, YouTube Videos, Instagram photos. He made fans part of the action by turning their tweets into fan banners and showed them on TV
Vodafone GmbH
Vodafone CallYa @ The Voice of Germany
OMD Germany
With the campaign claim “non-stop dabei sein” (always be in front) Vodafone proclaimed it’s the Voice of Germany (TVOG) commitment based on the knowledge of the current multi-channel media reception. Smartphones and tablets are becoming an integral part of the TV usage. We prove that the sponsoring of a TV show can be the base for a digital focused and digital oriented brand communication.
5. Associations
Winner
Informationsgemeinschaft Deutsches Geflügel
10 Theses on Poultry Farming in Germany
Edelman GmbH, gosub communications / Edelman digital
In order to set a new tone in the discussion on poultry farming we developed “10 Theses on Poultry Farming in Germany” as a communicative framework to facilitate an honest yet controversial online-debate between the poultry industry and critical consumers, activists, vegans, meat-lovers, farmers and city slickers: 50.000 visitors in 8 weeks, over 700 comments and 1.700 “likes” on our website.
Blumenbüro Holland
Vitamin P - The vitalising effect of houseplants
Zucker.Kommunikation GmbH
Plants are more than green decoration for living spaces and offices. They clean the air and benefit the well-being of humans. Plants are natural care products. To positively influence the purchase patterns this message was brought back to the consumers’ awareness by the campaign “Vitamin P”. In an online-test personal power plants were identified and presented as mini-samples in temporary stores.
Febelfin
Me and my money & Safe Internetbanking
Febelfin, Respons Up
Making people aware and giving them background information is one of the tasks of Febelfin. Two consumer websites have been created: ‘Safe internet banking’ makes anyone aware of the internet fraud risks and ‘Me and my money’ deals with saving, investing, paying, borrowing and banking.
6. NGOs
Winner
APAA
World Lupus Day - infolupus.ro
GMP PR
We wanted to show, not tell, people how lupus affects a person's life. Rather than resorting to viral pictures, we decided to infect a special part of the internet with lupus - the most popular Romanian blogs. On World Lupus Day, over 30 blogs were showing symptoms of lupus and redirecting people to the campaign website. Over 900 people called in one day to ask about lupus treatment.
Deutscher Olympischer SportBund
Wir für Deutschland
Medienfabrik Gütersloh GmbH
Behind the communication campaign, "Wir für Deutschland" (WFD), of the German Olympic Sports Confederation (DOSB), the idea is to take up the enthusiasm around the topic Olympic Games and to extend them digital. WFD celebrated before, during and after London 2012 considerable success at all relevant online channels (see results) and bundles since the digital communication to olympic top
FSC INSERTA/ONCE FOUNDATION
NEVER GIVE UP CAMPAIGN
The Foundation ONCE and FSC Inserta launched in early 2013 a campaign to spread the Never Give Up Plan, a program to combat youth with disabilities unemployment. The spot got more than 584,000 YouTube views and has allowed the enrolling of more than 1,300 young people with disabilities in the plan, the training of more than 300 of them and the creation of 200 employment contracts.
Red Cross EU Office
Silent Disasters
International Federation of Red Cross and Red Crescent Societies (IFRC), JCUN - Just Call Us Nobody
In mid-February and March 2013, the International Federation of Red Cross and Red Crescent Societies (IFRC) and 11 European National Red Cross Societies (EUNS) with the support of the European Commission (ECHO) carried out a joint communications campaign to raise awareness among 8 million European citizens about silent disasters around the world and their partnership in this work.
UNHCR (United Nations High Commisioner for Refugees)
UNHCR/ 1 family campaign
Edelman
Via a uniqu call to action UNHCR's "1 family" campaign compels the public to contemplate the same heart-wrenching decisions a refugee family has to make in the moments before they flee their homes due to war or persecution.
We created a multi-layered digital campaign that used compelling content on various digital platforms to drive traffic to our landing page: www.unhcr.org/1family
7. Institutions
Winner
Tourism Australia
Miles per Answer
FAKTOR 3 AG, Faktor 3 AG
Tourism Australia wanted to transport the famous Aussie Spirit on the web. We have created a Facebook app, where user could ask and answer questions about Australia travel. Every action has been credited to the account of the user miles. The user with the most miles eventually won a trip to Australia. The result was the creation of a big community that is still active today.
Finnish Safety and Chemicals Agency (Tukes)
Consumer safety campaign on New Year's Eve fireworks carried out on social media channels
The campaign aimed to promote safe handling of New Year’s Eve fireworks and use of eye protection among spectators and targeted 15-25 year olds. Campaign materials consisted of a fictional character Markku, his YouTube videos and Facebook page and a fire safety website. The videos and Facebook attracted esp. 13-15 year olds and the number of eye injuries declined to record low since year 2000.
Saatchi & Saatchi Brussels
Quit Smoking with Barça
European Commission - DG Sanco, Tonic Life Communications
“Quit Smoking With Barça” is a joint initiative between the European Commission and FC Barcelona. It aims to help European football fans to quit smoking by offering them a digital health coach (online+mobile). The FCB iCoach provides them with advice and motivation to quit straight from the mouths of the players, coaches and staff of FC Barcelona. Over 72.000 people joined the programme.
Stockholm University / KTH
Crosstalks - where great minds meet
Crosstalks is a website and live webTVshow where top researchers from KTH, Stockholm University and leaders in various areas of the global society meet in unexpected combos to discuss vital questions together with its audiences via Skype and in Social media. Crosstalks.tv has successfully spread around the world with visitors from about 120 nations and has engaged top social media influencers.
VisitSweden GmbH
VisitSweden - „GoStockholmGöteborg“
PANORAMA3000 GmbH & Co. KG
Off to Sweden! The online campaign „GoStockholmGöteborg“ for VisitSweden succeeded in presenting Stockholm and Gothenburg as highly attractive travel destinations. By building up an active community, offering first-class content, and combining offline and online measures the campaign established a new relevant platform for the Berlin „DINKS“.
8. B2B Communication
Winner
Statoil
Energy Realities
Mediabrands Ltd.
Statoil's challenge was to make itself known and relevant outside Norway amongst the few who make and shape international energy policy, yet trust each other rather than corporate messaging. Statoil and 4 media partners provided a platform for these elites to explore the energy industry, resulting in over 330,946 unique visitors and over 218 average weekly comments from CEOs and VPs.
Cambridge English Language Assessment
Cambridge English Penfriends
From Venezuela to Hong Kong, Cambridge English Penfriends has connected schools in 103 countries through their passion for learning English.
Over 187,000 students in 2,302 schools have taken part and shared cards. Over 6,000 cards have been uploaded. Penfriends has generated 3,653 new business leads. 91% of teachers said they are “likely” or “very likely” to recommend Penfriends.
Farnell element14
How a creative campaign helped a global brand carve a 70% slice of Raspberry Pi sales
EML Wildfire
A year-long birthday celebration for the Raspberry Pi computer helped global electronics distributor element14 capture a 70% share of the global market - as well as building an engaged online community of 8,500 people. The campaign implemented by PR agency EML Wildfire saw element14 receive record levels of web traffic alongside continued customer and media attention in all its target market
9. Product Campaign
Winner
upc cablecom
upc cablecom: 'How do you want to feel?' Online experience
INDIE Digital, Profero
We moved away from functional messages, and put ourselves at the heart of what great entertainment does - create emotions. Our brand spokesperson asked users “how do you want to feel?” and then acted out their answers. We filmed reactions for 600+ emotions. We exceeded targets by increasing unique user traffic by 83%, with users watching on average 14 videos each.
Blumenbüro Holland
Vitamin P - The vitalising effect of houseplants
Zucker.Kommunikation GmbH
Plants are more than green decoration for living spaces and offices. They clean the air and benefit the well-being of humans. Plants are natural care products. To positively influence the purchase patterns this message was brought back to the consumers’ awareness by the campaign “Vitamin P”. In an online-test personal power plants were identified and presented as mini-samples in temporary stores.
HERING SCHUPPENER Unternehmensberatung für Kommunikation GmbH
Product Launch VORWERK Robotic Vacuum Cleaner Kobold VR100
HERING SCHUPPENER Unternehmensberatung für Kommunikation GmbH
When the first robotic vacuum cleaner by Vorwerk came onto the market, most people had never heard of these little housework helpers. The aim was to get people interested in the Kobold VR100, to inform them about this type of appliance and to create a modern brand image. The main source of success was online communications: after six months, the Kobold VR100 was the best-selling model in Germany.
Liquid
Run to the Hills
Liquid
How to make the impossible possible? How to link all, apparently, not matching patterns? We handled it. Based on the insight about “the eternal struggle between men and machine” we created campaign settled mainly in Owned and Earned media. True mountain race between extremely strong and popular sportswomen one of the Mercedes car equipped with 4matic technology.
MARS CHOCOLATE CONTINENTAL EUROPE
SNICKERS Hungry-Me Generator
BBDO Proximity GmbH, PLUSPOL interactive GbR
We take one of the most successful TV campaigns of the last years to the next level by asking “Who are you when you’re hungry?” The app turns smartphones into a Hungry-Me Generator, visualizing who you are when you’re hungry by uploading a picture and telling the generator how you act when you’re hungry. Generated pictures can be shared easily with friends on Twitter, Facebook and via email.
10. Product Launch
Winner
Samsung
Samsung Share Your Now
Weber Shandwick
To launch its high-end GALAXY Camera, Samsung wanted to engage a young, urban audience that loves sharing images with friends. In a perfect partnership with Time Out, London and New York’s residents were asked to share photos of their city. Samsung set a target of 2,000 entries; more than 15,000 photographs were submitted, and Time Out allowed a company to take over its covers for the first time.
CMW
Man of the Match
To re-launch Nivea Men Originals and reinforce their football partnership in the UK & Netherlands, we took a standard sampling event and created an experience, never seen before: while unsuspecting men trialled the product, we morphed an entire three-tier shopping centre into a packed football stadium giving men an unforgettable Man Of The Match experience - and over 1.5m views in under 4 weeks.
Widex A/S
MY.WIDEX.COM
Widex A/S, Widex A/S
MY.WIDEX.COM is the Hearing aid users own personal website, where they can access information about their specific hearing loss and hearing aid. It is an industry-first and is nothing short of a revolution in B2C communication (in the hearing aid industry).
The service also provides a great business opportunity for hearing aid professionals to deliver a 24h service to their clients free of charge.
11. Recruiting Campaign
Winner
Havas Worldwide Prague
Facebook Recruiting Campaign
Background: Find best talents using classical HR tools became almost impossible.
Challenge: To attract attention of the best talents and promote HAVAS as cool place to work.
Solution: Simple Facebook stunt. We took five key people who changed their FB profile pictures for HAVAS letters and posted on walls of other agencies in proper order.The HAVAS logo & mesg w/positions appeared at the FB wall
Akbank
5N1Kariyer
Publicis Modem Turkey, Publicis Modem Turkey
Akbank, the leading bank in Turkey, wanted to reach and recruit students from top universities by creating a unique and unconventional experience. The world of Akbank has been recreated in a 3D world on a digital platform to illustrate the working environment through an authentic experience, with a deeper level of information.
Altran
Career, the Live Chat for your future @Altran
As a leader in innovation & high-tech engineering consulting, Altran needs to recruit the best engineers worldwide. In a very competitive recruitment market, Altran needs to prove its expertise in innovation. That is why Altran has launched “Career”, a web TV show with a live chat for candidates, focused on job offers and Altran innovative projects and starring Altran Top Managers and VIP clients.
ING
ING Next Generation Banking
Energize
‘Future bankers write children’s book through Facebook campaign by ING Careers.’ This led to in-depth discussions in the international business press about the importance of child-like simplicity in banking. And positioned ING – and their future employees – as thought leaders on the road to a better financial world for generations to come.
Monster Worldwide
Monster - Cool Jobs
Weber Shandwick
Marussia F1 Team partnered with global online recruitment firm Monster Worldwide, asking it to help with a formidable challenge: find 40 new hires. Using creative digital content and social engagement, the campaign achieved 462 pieces of coverage in 16 countries; 12.3mn social media impressions – and resulted in 17,800+ job applications. With 41 new hires made, recruitment goals were exceeded.
12. Viral Communication
Winner
Marktplaats
FleishmanHillard Amsterdam with Marktplaats -- How Cars Predicted Dutch Elections
FleishmanHillard EMEA
September 2012. The media is heating up as Dutch elections enter the final stage. Public conversations and media are centered around political parties and polls. Could we enter this cluttered conversation and make a commercial message around cars relevant and engaging? The answer is yes! With a surprising news angle and attractive visual, we made cars part of everyday conversations.
MARS CHOCOLATE CONTINENTAL EUROPE
SNICKERS Hungry-Me Generator
BBDO Proximity GmbH, PLUSPOL interactive GbR
We take one of the most successful TV campaigns of the last years to the next level by asking “Who are you when you’re hungry?” The app turns smartphones into a Hungry-Me Generator, visualizing who you are when you’re hungry by uploading a picture and telling the generator how you act when you’re hungry. Generated pictures can be shared easily with friends on Twitter, Facebook and via email.
McCann Istanbul
Eye of the Fan
As the title sponsor of the Euroleague Final Four, Turkish Airlines wanted to give the fans the oppurtunity to experience the Final Four excitement no matter where they are. Thus we created Eye of the Fan who showed what it was like to be a fan by sharing tweets, Vines, YouTube Videos, Instagram photos. He made fans part of the action by turning their tweets into fan banners and showed them on TV
Merck, Sharp and Dohme Group
CINZIA YOUR SKIN FRIEND
LEO BURNETT CO. Srl MILAN ITALY
People trust video tutorials. IDI Pharmaceuticals worked on this behaviour to grow its awareness. We created a fake tutorial girl for the social networks who became a huge viral phenomenon in Italy: she gave funny but credible skincare remedies. Around her videos, we delivered the message: Don’t be shallow, trust only the true experts, driving people to book a free check-up by IDI dermatologists.
Sony Computer Entertainment Deutschland GmbH
PlayStation All Stars Battle Royale: the Brawler in the Digital Playground
OMD Germany
The youth generation wants content, not campaigns. To reach them it is critical to launch the video game in their terms and in their #1 environment: with an internet parody on YouTube! No other games developer did that before, so all the more reason to try it! And our YouTube stars made the audience laughing out loud… with tremendous viral success.
13. Crisis Communication
Winner
Visit Belfast
Backin' Belfast
2012 was a Titanic year for Belfast tourism, but a period of political flag protests and civil unrest ensued at year-end; impacting visitor numbers and spend, inciting community divisions and fear amongst citizens and businesss. With global negative press attention, risks to tourism growth and threats of job losses and closures, Visit Belfast created the Backin' Belfast emergency response campaign
BBVA
BBVA Crisis Center
A real-time online crisis communication management platform that replaces the traditional crisis management manuals and integrates traditional media, the Internet and social media. When a crisis occurs, the tool guides users by offering solutions for each situation and coordinating the teams in all the countries where BBVA operates.
Bankia
Bankia: Digital Communication Strategic Plan
Bankia, a result of the merger of seven Spanish savings banks, received a financial bailout in 2012. This fact, together with its nationalization, caused an upset which was communicated through social media, making Bankia a company with one of the weakest reputations in Spain. Based on this scenario, a digital communications strategy was created based on transparency.
14. Internal Communication
Winner
Philips International
Digitizing the Philips Leadership Summit 2013
One of Philips strategic commitments in 2013 is to digitize the organization.
To support this business objective, we took the annual Leadership Summit as an opportunity to educate 750 leaders on digital tools by offering them a fully digital event. The first totally paperless summit, with 300 leaders following the event online, more than 6400 interactions, more than 450 unique users of the App.
Boehringer Ingelheim
"Let's Work" Together - Boehringer Ingelheim Oncology Team
Nitro Digital
Boehringer Ingelheim is preparing to launch our first oncology drugs. Taking a collaborative approach internally, we created a scientific relations department within oncology that encompassed teams across different regions and functions, including scientific, medical, marketing and communications teams. Aligning internally enabled us to successfully launch our oncology franchise globally.
Philips International
Employee Brand Jam
To promote our new brand promise internally we did a Brand Jam, a crowdsourcing activity where we asked all employees to share their stories on ‘how Philips delivers Innovation that matters to you’. The goal was to generate engagement, pride and ownership around our new brand promise and collect employee generated content. Results were above expectations with 1333 stories shared from 52 countries.
Société Générale
PEPS! Digital transformation challenge
Societe Generale launched PEPS a co-creation event for employees to submit, discuss and vote ideas about the impact of digital transition. The event took place on the internal social network. 10.000 employees of 19 countries provided 1000 ideas posted in a month. The selected ideas are presented during a full day conference with top management, employees and external experts and press (on July 8)
The University of Nottingham
A Fresh Start: Digital Campaign
This innovative, multi-channel campaign helped ease the transition of new students paying £9,000 fees into university life using the digital tools that they use in their day to day lives. With specific goals and measurable objectives which were clearly met, the project delivered efficiency savings and established key communications channels for no more than €769.
15. Digital Public Affairs
Winner
Burson-Marsteller
Twiplomacy
Twiplomacy is the first-ever global study of world leaders on Twitter. The study shows that while the social network invites direct interaction between users, few world leaders take advantage of this opportunity to develop connections. Almost half of world leader accounts analysed don’t follow any of their peers.So who follows these world leaders, who do they follow and how do they interact?
FIC
Doctor in Romania
GMP PR
Romania is facing a huge exodus of medical personnel. We generated public pressure and involved authorities in finding solutions. A fake Facebook app illustrated the difficult situation of doctors. Users when then redirected to the campaign website that offered all the tools necessary to get involved. Days after the launch, even the president of Romania became involved in the conversation.
UNHCR (United Nations High Commisioner for Refugees)
UNHCR/ 1 family campaign
Edelman
Via a uniqu call to action UNHCR's "1 family" campaign compels the public to contemplate the same heart-wrenching decisions a refugee family has to make in the moments before they flee their homes due to war or persecution.
We created a multi-layered digital campaign that used compelling content on various digital platforms to drive traffic to our landing page: www.unhcr.org/1family
16. Digital Monitoring and Evaluation
Winner
Wikipedia
Wikipedia Corporate Index by FleishmanHillard
FleishmanHillard London
FleishmanHillard’s Wikipedia Corporate Index (WCI) is the first-ever analytics tool to evaluate corporate articles on Wikipedia. As Wikipedia has an enormous impact on corporate reputation online, the WCI provides comprehensive report cards for every single company article on the German Wikipedia and rates them based on 40 influence factors.
Bosch Siemens Household Appliances
Bosch Siemens Household Appliances: Global Social Media Strategy & Execution
BIG Social Media
One of the most ambitious social media (SoM) infrastructure projects to date.
Global scope & strategic setup are second to none in regards to innovation/business relevance.
Roll-out in >40 countries:
- Automated, global alert system (issue identification & handling)
- Monitoring solution (analysis & management of product ratings)
- SoM dialogue solution (managing SoM channels)
LLORENTE & CUENCA
Analysis of Online Comments (BEO ®)
The Analysis of Online Comments (BEO ®) is an answer to the question “can we actually measure the impact of online comments on corporate reputation?” More than 60 on-demand studies involving leading multinational companies conducted since 2010 (in 6 countries). 247.000 URLs analyzed since then.
17. CSR Communication
Winner
V For Viral
MLMM / Liseler Meslegiyle Yarisiyor
Despite vocational schools fulfill the need for country’s qualified workforce; they weren’t the first choice of parents & students. We aimed to build awareness on the importance of vocational education, encourage youth to participate. So LMY, an online integrated competition among vocational students was born. Nationwide 1 out of every 200 student competed & it had a coverage 865.000 euros
BANCA COMERCIALA ROMANA
Launch Campaign for "Kindness Exchange Market" online platform
Kinecto International
To promote the CSR platform “Kindness Exchange Market” and encourage people to donate, even if small amounts, we created a campaign around the question: “It’s easy to Like&Share a cause, but does this help anybody?”. We used striking visuals that got the attention of bloggers and facebook users to help distribute the message.
Holcim
Green Lesson - Create your environment!
GMP PR
We helped Holcim Romania position itself as a responsible player in national education, especially when it comes to environmental education. We launched the first digital handbook in Romania in order to push authorities to develop more digital solutions. Following our project, the first national e-learning platform is now in development by public authorities.
Sephora
SEPHORA: What made them beat
Inforpress
We set up a challenge: to create the strongest heartbeat in the world, by asking Sephora fans to share with us what made them beat. Sephora would donate 1€/heartbeat –until reaching 10,000€- to provide 1,000 nights of free hosting to families of children hospitalized suffering from congenital heart diseases.
TCIP (Turkish Catastrophe Insurance Pool)
MoneyBox
Digital Youth Social Media Agency, Grup 7 Communications Consultancy
The MoneyBox was a FB app of TCIP, to give the message of “Secure your home against earthquake by insuring it for only 40 cent per day”. More than 510,000 pieces of 40 cent were collected as virtual coins in the MoneyBox on TCIP’s FB page. Hence 65% of the participants learned for the first time that saving up for earthquake insurance is as easy as logging on to FB and costs only 40 cent per day.
18. Employer Branding
Winner
ING
ING Next Generation Banking
Energize
‘Future bankers write children’s book through Facebook campaign by ING Careers.’ The goal being to position a career in banking as a chance to build a better financial future for generations to come. This eventually led to a 200% increase in visits to ING’s job portal and a discussion in the business press about the importance of child-like simplicity in banking.
BP
BP Class of 2012
SAS
The Class of 2012 programme was designed to give newly recruited Graduates the 'ultimate' onboarding experience.
It helped hone their professional skills as well as their soft skills.
All graduates showed increased engagement with BP and its values and BP's employer brand was positively showcased with great Social Media & Print media coverage.
Please refer to the BP testimonials for feedback.
medienfabrik Gütersloh GmbH / embrace
careerloft
careerloft is the new career network that brings together talented students and attractive employers building a long-term relationship between them. Since the main priority is placed on communicating on equal terms, establishing a level playing field, potential employers and graduates are not only able to get to know each other online, but also at activities and events held at our Berlin Loft.
19. Corporate Website
Winner
Heineken
HEINEKEN corporate site
Addison, eFocus
HEINEKEN was looking for a new website design that not only represented the unique features of its business, but also communicated these qualities clearly to its stakeholders in a way that embraced emerging trends and technologies.
Akbank
AkbankSanat.com
Project House, Project House
One of the major promoters of art in Turkey, Akbank Sanat has overhauled its website in February in an effort to bring Akbank Sanat events to a larger audience.
Entering into 4th month of its launched, the overhauled website has been greatly acclaimed by users, placing it in the list of successful projects.
Arla Foods AB
New arla.se: A responsive corporate website that brings value and inspiration to millions of Swedes
Arla aim to be the Best food inspirer in Sweden and needed a new digital hub. The decision was a brand new website to serve consumer that last year made +17 million visits to arla.se. With responsive design, we offer a great user experience also mobile. New arla.se based on using our popular recipes and products, to let visitors meet the whole company Arla. We call it Food Inspiration Plus!
CERN
CERN website
CERN
We created a new website for CERN - the world's largest physics laboratory - to meet the unprecedented and growing interest in the Organization's mission to explore fundamental questions about the universe. Working with an open design process, we sought input throughout the project from thousands of stakeholders and users of the existing websites to shape the final product.
Médecins Sans Frontières/Doctors Without Borders (MSF)
MSF UK website relaunch
MSF's Drupal platform serves the entire movement (25 offices), with each office free to design its website. MSF UK lead the design of the first site on this platform.
This site, designed in partnership with MSF USA and Canada, has been adopted by others, saving MSF hundreds of thousands of pounds.
The new site's IA and UX contribute to improved comms and FR results and better mobile engagement.
20. Annual Report
Winner
Pirelli Spa
Pirelli Corporate App
K-TEAM CONSULTING SRL, Message S.r.l.
The Pirelli Corporate App is an "all in one" resource for most significant content for stakeholders, developed in distinctive iPad-optimised format. It combines and summarize figures, graphs, text, videos, document and tools, making it a truly dynamic and interactive tool for everyday browsing as well for important streaming results, or important events as Annual Report and the Financial Results.
Danish Crown
125 Years of Food History
2012 marked the 125th anniversary of Denmark’s first cooperative slaughterhouse. Danish Crown’s annual report 2011/12 is therefore designed as a review of the past financial year as well as the story of a fascinating period of cultural and industrial history.
Danish Crowns annual report is designed and coded to function in all common browsers and works on both mobile devices, tablets & desktops.
Future plc
Future Annual Report Digital App
Future is a business in rapid change. Historically a magazine business, we redefined ourselves to become a borderless international multi-media content producer.
But the investor community needed this change story bringing to life. We created our Annual Report as an interactive app, using our own software, FutureFolio, setting a new benchmark in reporting – and creating a new revenue stream.
SPIE
All players in the green economy (SPIE's responsible web 2.0 enabled hyper annual report)
Bee Buzziness
The annual hyper-report "All players in the green economy" is at the heart of an editorial print-web-mobile ecosystem. Through its intrinsic properties (digital accessibility and eco-responsible on-line printing on demand), this document reflects SPIE's environmental and social commitment to enable the convergence of communications, technology and its commitment to corporate social responsibility.
Sonae Sierra
Sonae Sierra / 2012 Economic, Environmental and Social Report
2012 Economic, Environmental and Social report is our 9th CR report and complies with level A+ of the Global Reporting Initiative (GRI) Sustainability Reporting Guidelines. These online report allows the different company stakeholders to have a clear picture on the company global performance as well as to build their own report. In only 3 months the report was download 85.000 times.
21. Intranet
Winner
EDP - Energias de Portugal
edpON intranet
An act of correspondence and identification: this is how communication is understood in a Group in 13 different countries and continents. edpON intranet is the first step towards a common culture. All employees share the same intranet but customization tools allow it to adapt to each user. Interaction has a powerful presence and anyone can create and share content, using groups, blogs or forums.
Beiersdorf Shared Services GmbH
BSS live
We wanted to create an intranet that's adjusted to our target groups:BSS employees and Beiersdorf group worldwide (our internal customer, 18.000 user). By roadshows, daily news and transparent information we managed to get a high acceptance by users. BSS live is the central point of information and gives the opprtunity to personalize many features.KPIs of 5 month:130 news,1200 likes,210.000 visits
Coca-Cola Enterprises
iConnect Mobile
iConnect Mobile – launched in April 2013 - is already revolutionising CCE’s intranet experience. Key information is now just a swipe or tap away on employees' smartphones, resulting in significant increases in news readership and HR transactions – and all delivered by the same SharePoint platform as the main, award-winning site. Their intranet’s now in their pocket – and it’s there to stay.
22. Online Newsroom
Winner
Adfingers, Lrytas.lt
Lrytas.lt reader
Publicis Consultants France
Beauty In
Starwood Hotels & Resorts, Launch PR
Lrytas.lt
23. Corporate Weblog
Winner
Poly, Zucker.Kommunikation GmbH
Smartworkers
KUKA Industries GmbH, eest! GmbH & Co. KG, alphasystems GmbH
KUKA Blog - made by KUKA Systems
voestalpine AG, Cemano Communication GmbH
voestalpine World Championship blog
24. Online Community
Winner
Webstyler, OMV Petrom S.A.
Andrei‘s Country
Optimus Comunicações, SA
Bed&Breakfast - Optimus Primavera Sound
Fujitsu Technology Solutions GmbH, webguerillas GmbH
Fujitsu LIFEBOOK4Life Community
MSLGroup Germany GmbH, Siemens AG
Future Influencers ? A virtual think tank community initiated by Siemens
Faktor 3 AG, Avedo Hamburg GmbH
Miles per Answer
25. Mobile and Apps
Winner
Danish Cancer Society Kræftens Bekæmpelse
Life with Cancer (In Danish: Liv med Kræft)
MediaCompany Agentur für Kommunikation GmbH, Bundesministerium für Ernährung und Landwirtschaft, Bundesanstalt für Landwirtschaft und Ernährung, meiio interaction design, neues handeln AG
?Beste Reste ? Zu gut für die Tonne!? (Best leftovers - Too good for the Bin!")
UN World Food Programme
Food Link
Houthoff Buruma, Ranj Serious Games
HB The App: Finding the Value
Pixelpark, Publicis Pixelpark GmbH AG
Treezer - Plantig a tree with an iPhone
26. Online Event
Winner
SIA Lattelecom, Adell Saatchi & Saatchi
OPEN Wi-Fi
Royal Philips, Philips International B.V.
Digitizing the Philips Leadership Summit 2013
The Internet Foundation In Sweden, Pronto Communication
Stockholm Internet Forum - an international meeting place on the Internet based on democratic principles and equal opportunity
Forsman & Bodenfors
Swedens Largest Energy Experiment
OMD Germany GmbH, Vodafone GmbH Niederlassung Nord-Ost, Omnicom Media Group Germany GmbH
Vodafone CallYa @ The Voice of Germany
27. Web Magazine
Winner
COWI A/S
SCOPE
gosub communications gmbh, Edelman GmbH, SimplyScience Stiftung
Relaunch SimplyScience.ch
bsa Marketing GmbH, SAP Deutschland SE & Co. KG
SAP Milestones
28. Online Newsletter
Winner
CH Business Consulting SA, Monstros e companhia
In CH`NEWS
Haymarket HQs, DHL Supply Chain
DHL Supply Chain Matters
Haldor Topsoe A/S, VELUX Group
Quarterly
29. Image Film
Winner
Leo Burnett Vilnius, Education Exchanges Support Foundation, GRAD Studio, Ministry of Finance
Study in Lithuania
Bertelsmann SE & Co. KGaA, TERRITORY Content to Results GmbH, Medienfabrik Gütersloh GmbH embrace Talent Relations
BMM opener 2012
Saatchi & Saatchi Brussels
Ex-Smokers are Unstoppable
Novartis Pharma S.A.S.
Génération Proches
science communications GmbH
Green Datacenter -- corporate video
30. Web Video
Winner
science communications GmbH
Society in Science -- Eureka
Coebergh Communicatie & PR, VERTOV
Laughing Buddha
SC Rosia Montana Gold Corporation SA, Republika Interactive
Rosia Montana: present and future
Maher Bird Associates
'The Unbelievable' Legacy 500
TURKCELL Istanbul
Turkcell Wallet
31. Online data visualisation and information design
Winner
Forsman & Bodenfors
Swedens Largest Energy Experiment
TERRITORY Content to Results GmbH, Moritz Stefaner Truth & Beauty Operator
FIFA Development Globe
FleishmanHillard Fishburn London, Omnicom Public Relations Group
FleishmanHillard Amsterdam with Marktplaats -- How Cars Predicted Dutch Elections
Wintershall Dea GmbH, Paints Multimedia GmbH
Natural wonder from the forest - how a fungus can change the oil industry?
Studio Output, BBC Creative London
The TeleHappiness Index
32. Community Presence (Facebook, google+, Pinterest, LinkedIn, etc.)
Winner
ergo Unternehmenskommunikation GmbH & Co. KG, Bundesministerium für Wirtschaft und Energie, Edelman GmbH
A Google Plus Strategy
Ferrovial S.A.
Ferrovial Digital Footprint
Pixelpark AG, Publicis Pixelpark GmbH
Treezer - Planting a tree with an iPhone
33. Twitter Profile
Winner
Lloyd's of London, Britvic Soft Drinks Ltd
Lloyd‘s Twitter Community
Party of European Socialists, APCO Worldwide, Party of European Socialists
APCO Worldwide?s European Parliament Election Tracker Tool
TURKCELL Istanbul
Turkcell Professionals Club - Twitter Page
34. Online Video Channel (Youtube, Vimeo, etc.)
Winner
Jyske Bank A/S, Støvring+Woodward Kommunikation Aps Århus
TV to enrich your life
J. Walter Thompson / Fabrikant, Groupe Mutuel, Association d´assureurs
Groupe Mutuel LegisDigit
Sony Computer Entertainment Deutschland GmbH, OMD Germany GmbH, Omnicom Media Group Germany GmbH
PlayStation All Stars Battle Royale: the Brawler in the Digital Playground
35. Online Competition
Winner
BIC, Vanksen Luxembourg
BIC DESIGN ON FIRE by Vanksen
Royal DSM N.V.
Claim your Medal
Redcatco, Astrazeneca Singapore Pte Ltd
DHL's Got Talent
Société Générale Corporate & Investment Banking
Un appart à la clé
Pronto Communication, The Internet Foundation In Sweden
You?ve Been Tagged! ? Gameifying an entire conference
36. Corporate Game
Winner
adidas AG, nota-x GmbH, Serious Games Solutions, Promotion Software Agentur für interaktive Medien GmbH, Siemens AG
Power Matrix Game
Banco Bilbao Vizcaya Argentaria
BBVA Game
Ogilvy Health PR
Lean On Me
Edelman GmbH, Flipside Group, Edelman New York
Lipton Ice Tea - Cool Cubes
A.P. Møller - Mærsk A/S, Quartz+Co
Quest for Oil
37. Best Bachelor's Thesis
Winner
University of Latvia
Remix culture online: analysis of meme consumption and generation websites
I (don´t) like! - Eine exemplarische inhaltsanalytische Untersuchung der Kommunikation von Usern während Krisen in den Social Media
University of Latvia Faculty of Social Sciences
The Use of Interactive Solutions in Advertising Communication in Internet Environment: The Case of the Advertising Solution for Nacion lais tetris Play "Merchant of Venice"
38. Best Master's Thesis
Winner
Rotterdam School of Management Erasmus University, Holland Post Groep
Paid Search Advertising: influencing click behavior with ad content
Stockholm School of Economics
Crisis management in a social media context
Northumberland County Council