1. Campaign of the Year
Winner
Vodafone GmbH
24h Nürburgring with Vodafone
Convidera GmbH
Vodafone’s product, the network, is invisible. That is why we build a world premiere and provided crystal clear video-streaming of the 24h race at Nürburgring via the public 4G/LTE network. The result: Almost 2 million views & best Twitter campaign in DE. For more than 80 years the Nürburgring is the benchmark for automotive development. 2015 it also became the benchmark for mobile technology.
Budget Car Rental
Having a #GreatWeekend with Budget
Atomic PR - Zweigniederlassung der Grayling Deutschland GmbH
Atomic was briefed to create a campaign that could be activated in seven key markets: UK, Germany, France, Spain, Italy, Portugal and the Netherlands.
#greatweekend was the first pan-European campaign to ever be implemented on behalf of Budget. We wanted a big and bold idea which could take the brand into places it had never before and connected our audience to how, when and why they rent cars.
LDO
‘Qualified – Discriminated’: Campaign against the discrimination of pregnant women and parents of small children
Burson-Marsteller AS
Workplace discrimination of pregnant women and parents of young children is an issue in Norway. To counter this, the ombudsman against discrimination initiated an awareness campaign. It was a primarily digital campaign targeting people from 25-45. Using an approach that combined humour with facts on discrimination, the campaign reached over 600’000 people which is 12% of Norway’s population.
Robert Bosch GmbH
Bosch World Experience 2014
GFMO OMD GMBH, Yours Truly
The Bosch World Experience 2014 consisted of 2 journeys. One took six millennials, the Bosch Explorers on an actual world tour to international groundbreaking Bosch projects. They discovered and reported on them in real-time via their social media channels with the hashtag #ExperienceBosch. This generated the second journey for the digital followers on a virtual world tour via social media.
Techniker Krankenkasse
My Way
fischerAppelt AG
Germany’s largest health insurance company tasked us to put a topic on the agenda of young people they couldn’t care less about –Health! In order to reach the target group, we entered several YouTube communities asking some of the biggest German YouTube Stars to share their personal stories of health issues and interact with their followers. Kicking of a major social movement amongst young people.
2. Strategy of the Year
Winner
Sky News, Sky News
Sky News' social media strategy for UK General Election 2015 coverage
Sky News set out to engage the UK population in the general election by using a smart, ambitious, innovative and groundbreaking social media strategy. All major social media platforms were implemented as part of the strategy that delivered a total of 10 million video views, 10 million referrals to the Sky News website as well as worldwide and UK Twitter trending content during the campaign period.
Early Morning s.r.l.
SUPERMAN SPACE TRAVEL
The journey of Superman into space is a project brought to fruition for Mattel with the Scatola dei Giocattoli (Toys Box) in collaboration with RS Components, Panasonic and Warner Bros. With a Superman action figure we reenacted the famous space jump of Felix Baumgartner from 14 October 2012. The toy reached the same altitude and then returned back to earth.
GLS Germany GmbH & co OHG, GLS Germany GmbH & co OHG
GLS Germany Social Media Kickoff
The majority of people searching for GLS Germany in social networks are displeased parcel recipients. In order to turn their negative experience into a positive one, we have developed a social media strategy focusing on engaging content while providing a efficient customer support. Our goal: To prove that a parcel service is lifestyle. Our biggest fan? Our CEO.
Nova KBM d.d.
Living My Life - One week through Zlatko`s eyes
Pristop d.o.o.
The brand “Sveta vladar” (The Ruler of the World) and its banking products were brought closer to the target group through a completely new communication approach by streaming life of a role model with Google Glass in an interactive mix of digital channels. Campaign was a huge success, gaining massive attention and national media coverage in just one week.
Rolls-Royce
Rolls-Royce plc
YOU
Rolls-Royce is an industry-leading, global company that, up until February 2014, had no social media presence. We devised a strategy to meet core business objectives incorporating each sector, targeted key territories and connected with customers; all whilst showcasing the brand to global audiences and inspiring the engineers of tomorrow.
3. Innovation of the Year
Winner
Akzo Nobel N.V.
AkzoNobel Visualizer
String, Tessella, Webcredible
The AkzoNobel Visualizer app allows paint consumers to visualize walls in different coulors and shades, in real time, before applying a single drop of paint.
Using unique patent-pending computer vision technology, the app can tell the difference between wall space, furniture and fixtures and will cleverly paint around them as you move your smartphone or tablet around the room.
AUDI AG
Audi TT Brochure Hack
Novalia, Razorfish GmbH
The Audi TT Brochure Hack — an augmented touch based journey through the revolutionary Audi 'Virtual Cockpit'. Using conductive print, a conventional sales brochure becomes a smart surface, letting you explore the 'Virtual Cockpit' using the brochure and your phone.
Barclays Bank PLC
Barclays Personalised current account On-boarding video
Idomoo, Rapp
When customers open a new current account, they can feel bombarded with the array of documents sent to them. Our goal was to transform the new to bank process for Barclays customers.
Our answer was to pilot the use of a Personalised Video via email. With the integration of personalised data we created a different and hugely engaging welcome experience for our customers.
HSBC Holdings
HSBC NOW Share
Challenged with giving employees a real voice, HSBC has launched a bespoke, video app for staff to film their ideas, experiences and opinions and share with colleagues globally. This ground-breaking tool has democratised what it means to be a part of HSBC, allowing a true reflection of what this looks like through the lens of our 250,000 employees. In just 8 weeks the app was available to download
Nestlé Purina PetCare
Follow Felix
Weber Shandwick
To investigate the secret lives of cats for Felix, our killer idea was to create wearable technology for cats. We fitted 50 cats with a bespoke safety harness/GPS, packaging the innovative tracking data with video, visuals, expert articles and games. Follow Felix had the cat food brand’s highest-ever social engagement. Felix overtook its arch-competitor as market leader in Germany for Q1 2015.
4. Companies
Winner
Turkcell
Turkcell Connect: Internet in Offline Mode
BPN Istanbul, mobilike
Metro rides in Istanbul are boring because travelers are involuntarily offline due to safety regulations. Turkcell's aim is to "connect Turkey to life through innovation". Who better to tackle this limitation? Turkcell placed BLE beacons in metro stations which allowed travelers to consume popular mobile content such as video, news and music during their offline rides, directing to service sales.
Accor Hotels
Mercure 6 Friends Theory
Serviceplan Public Relations GmbH
Mercure hotels give you the feeling of being among friends the world over. In order to embed this in the mindset of social media users, Mercure launched the “Six Friends Theory”, a campaign to prove that there are just five friends that separate a person from any given person in the world. And to prove that it only takes a great idea to gain 400,000 Facebook users in less than 6 months.
Biogen Italy
IO NON SCLERO: Projects and dreams don't stop for MS
Edelman Italy
With MS mostly affecting those between 20 and 40, Edelman was tasked with creating a campaign that encouraged patients and the Italian population online to unveil the real face of MS. The campaign Io Non Sclero (I am not crazy), promoted by the National Observatory on Women's Health, started with a six episode web series, and was supported by a website, a Facebook page and an online call to action
Deutsche Bahn AG
DB's social media crisis communication on the GDL train drivers' strikes
For a company as prominent as DB, digital crisis management that works is essential. The recent wage dispute with the GDL showed this once again. Extensive information, real-time dialogue and integration of pre-prepared content can avert the train drivers' strikes' potential for a communications crisis and help DB gain its customers' understanding.
Expedia
Expedia: The Frontier Woman
PR-operatørene
Expedia wanted to create a project tailored for the Norwegian audience that showed their travel expertise, understanding of individual travel needs, and communicate more than just products, price and destinations, as well as supporting the local industry. We recreateed feminist explorer Mary Wollstonecraft's journey through Scandinavia, and used social and traditional media to follow the journey.
5. Associations
Winner
English Rugby Football Union
Amplifying Women’s Rugby
Weber Shandwick
In the run up to the 2014 Women’s Rugby World Cup in France, the English Rugby Football Union asked us to challenge negative perceptions about women’s rugby. Our original video content featuring the team, celebrities, the Prime Minister and Prince Harry made people ‘look again’, resulting in huge social and digital engagement, and support for the English women’s team as they won the tournament.
Charta der Vielfalt e.V.
Deutscher Diversity Tag 2015
ergo Unternehmenskommunikation GmbH & Co. KG
Growing the effort of HR-professionals into a nationwide movement: 2015 diversity-discussions were shaped by controversy, so on Diversity-Day ddt15 we brought in new positive aspects. By involving supporters from politics, media, sports and business, we increased the visibility of diversity-achievements and broadened our business-focused narrative: Together we made #Diversity a trend in Germany.
Deutscher AwaltVerein
Deutsche Anwaltauskunft
Serviceplan Berlin
As the first large association, the German Bar Association (Deutscher Anwaltverein) takes a new path of communication: With the online portal ‘Deutsche Anwaltauskunft’, it provides valuable information in an innovative format for consumers. While legal issues are considered dry and boring, the portal shows how relevant legal cases can be – and at the same time enhances the demand for legal counsel
EuropaBio, the European Association for Bioindustries
The Benefits of Biotechnology Event from EuropaBio
This landmark event, preceded by a social media campaign, showed the benefits of European biotechnology. High-impact talks by CEOs on the leading-edge applications in healthcare, agriculture and industrial biotech were followed by testimonials from real-life beneficiaries. An awards ceremony also celebrated the best small companies developing novel ways to meet societal problems through biotech.
SPF Seniorerna
The Pension Brake Calculator
JKL
JKL created a digital advocacy tool, The Pension Brake Calculator, to help Sweden’s second largest association of pensioners, SPF Seniors, to mobilize support against an unjust pension system and to position the organization as the No. 1 pensioners association.
6. NGOs
Winner
European Commission’s Department for Humanitarian Aid & Civil Protection (ECHO), The International Federation of Red Cross and Red Crescent Societies
The Disaster Resilience Journal
Helios Design Labs, Honig Studios
The Disaster Resilience Journal campaign combined traditional storytelling with new and emerging technologies in web, mobile and animation. Evolving around an interactive web-documentary experience in 11 languages, it highlighted stories of disaster resilience through media outreach, websites, social media and live events, reaching over 125 million sessions, impressions and participants.
100 Lives Foundation
100 LIVES
Edelman Digital
On the centenary of the Armenian Genocide, the 100 LIVES charity was launched to celebrate the lives of survivors and the selflessness of those involved. The integrated campaign reinforced the position of the Armenian Genocide in the world’s memory, mobilised Armenians and created a global conversation around the values of humanity and resilience that bind us all together.
Climate-KIC
Climathon: 24 hours, 6 continents, 1 goal - take climate action!
Soapbox
The Climate-KIC Climathon is a global 24-hour hackathon-style climate change event that took place simultaneously in 19 cities around the world on 18 June 2015. The campaign has been the most successful to date, engaging more than 2.6 million people worldwide to take climate action. It was the starting point for Climate-KIC’s wider campaign leading up to the UN climate change negotiations in Dec.
IOGT-NTO
Alkoholstör (Alcohol Annoys)
Reform Act
By combining the strength of grass root movement with digital communication tools and methods, IOGT-NTO managed to put alcohol advertising on the political agenda during the Swedish general election campaign of 2014. It resulted in 5220 politicians recieving 25 000 questions about alcohol advertising, and among the 2428 politicians that responded where 6 newly appointed government ministers.
Operation Black Vote
'Don't drain the colour out of Britain'
OBV is a small NGO, but partnering with the ad agency Saatchi and Saatchi and collaborating with sports, media and movie stars we were able to produce a hard hitting online voter registration and voter turnout campaign that got the nation talking about race equality and representation. The online presence ensured we created a media surge that reached 98 million people.
7. Institutions
Winner
Bundesministerium für Verkehr und digitale Infrastruktur
#dankhelm (bicycle helmet campaign with Darth Vader)
Bike helmets prevent serious injuries. Yet many people refuse to wear them – even children. The Federal Ministry of transport launched a campaign featuring Darth Vader. The essential part was an online activation and awareness campaign #dankhelm. The goal was to get people to take a stand. In order to activate people, they could name a school or kindergarden class that should receive bike helmets.
Burson-Marsteller AS, LDO
‘Qualified – Discriminated’: Campaign against the discrimination of pregnant women and parents of small children
Workplace discrimination of pregnant women and parents of young children is an issue in Norway. To counter this, the ombudsman against discrimination initiated an awareness campaign. It was a primarily digital campaign targeting people from 25-45. Using an approach that combined humour with facts on discrimination, the campaign reached over 600’000 people which is 12% of Norway’s population.
Federal Ministry of Agriculture, Forestry, Environment and Water Management (BMLFUW)
Artenkompass
Austria is rich in species. The variety of species you can even explore in a megacity like Vienna. The only thing you have to do is keeping your eyes open and opening the "Artenkompass" on your smartphone. The "Artenkompass" - a project challenging biodiversity for the generation smartphone - combines smartphone, computer and the Augmented Reality App Wikitude to a multimedia nature expierence.
Ministry of Sciences and Economic Affairs of the State of Saxony-Anhalt
WhatsApp Study Information
Interone BBDO, Ketchum Pleon GmbH
Study advice is no easy matter. For prospective college students, relevant information is often hard to find. That’s why the Marketing Campaign of the 43 East German State Universities adopted a novel approach. Our strategy was to recruit students by means of a direct, one-on-one chat in the medium of their choice. The result: Germany’s first WhatsApp campaign.
University of Cambridge
ELECTION - The Cambridge Politics Podcast
To create a free weekly politics podcast asking the questions that no one else was in the run-up to the British General Election with the most interesting people inside and outside the political arena. Over the course of 16 episodes, we reached a listenership of over 110,000 listeners in 130 countries – far beyond the audience we originally envisaged, and pleasingly with many younger listeners.
8. B2B Communication
Winner
IBM
IBM Europe - Cloud Influencer Programme
Ketchum
Social media has rapidly become a vitally important engagement channel, specially for cloud computing technology. This was an area where IBM was struggling to get share of voice. A cloud influencer programme was created to enable IBM to overturn this, and results have shown that IBM is now a leading voice when it comes to cloud in social media.
Avnet, Havas Worldwide Digital Zürich
Avnet Ringleader
Avnet Ringleader is the world’s first NFC Ring customer loyalty program.
To discover the correct size of the client’s ring finger we developed a mailing with a specially produced iris. The iris measures ring finger size and simultaneously defines a user access code to the website ringleader.ch.
More than 750 customers reacted to the nearly 1800 mailings sent, what means a response rate of 42%.
Crossknowledge
Crossknowledge - Unlock their hidden talents
FullSIX France
To strengthen its brand reputation, Crossknowledge has carried out a digital campaign inspired by the "unlock" button of smartphones. It highlights the possibility for a company to increase productivity by unlocking new skills among its employees using professional training. Using Kpsule – an enriched digital advertising format – it has created a major commitment, with qualified audience.
Siemens AG
Siemens business-driven storytelling
Virtual Identity
Every day Siemens enables their customers to set industry benchmarks. Siemens now shares customer success stories in an immersive way that is breaking new ground in B2B communication: interactive storytelling hubs let users explore Siemens’ solutions to their customers’ problems. The new approach supports the business through business-relevant conversions and helps create sales accepted leads.
Straumann
Become an #OriginalStraumann
To demonstrate the performance and reliability of Straumann’s dental implant system the company has launched an online campaign, in which the Group’s CEO is suspended upside down from just four Straumann dental implants. The clip gained 70'000 YouTube views, 6'000 unique vists to the microsite in 2 weeks and created considerable buzz around the world's largest dental trade show (IDS).
9. Product Campaign
Winner
Zalando SE
#WhereverYouAre
Kemmler Kemmler GmbH
Whilst everyone knows Zalando, it's not deemed fashionable or likeable among hip twentysomethings. We set out to change this by having Cara Delevingne announce that Zalando is now delivering London cult-brand Topshop to wherever you are in Europe – even to tiny cities with names quite tricky for Cara to pronounce. By blending fashion and humour we created huge buzz, love and sales!
Hamé
THE VOICE OF THE ANTREFRIG PIG
GMP Public Relations
Antrefrig, a popular pâté brand in Romania, has a very funny mascot: The Antrefrig Blue Pig, with a special vocal line in all of his ads – the “FICAT FICAT” scream (“LIVER LIVER”). For years the pig screamed so much he lost his voice and now he started a national online casting in which fans can record their voices and get the chance to scream the famous line on TV, in his place, in the new ad.
Helly Hansen
The Dare
PR-operatørene
Through “The Dare” Helly Hansen wanted to take a position in the cross country running segment, engage bloggers and social media and to get them running outdoors. We challenged six lifestyle bloggers, that previously had little or no experience in cross country running, to compete in a fierce cross country race and follow their journey on social media using Helly Hansen's catwalk; nature.
Intel Deutschland GmbH
#intelready2run
häberlein & mauerer ag
Intel Inside. Amazing Experiences Outside. SMS Audio BioSport – powered by Intel as the platform for an integrated campaign targeting the German speaking fitness and running community. The unique wearable technology was introduced through an consumer activation on Instagram and the Intel brand channels generating 9.4M total reach, 345k interactions & 25k article views at Intel’s iQ Magazine.
Robert Bosch GmbH
#lovemyfridge
KetchumPleon GmbH
Bosch traditionally enjoys high brand recognition in appliances, where the Bosch name is visible in homes throughout the world. For the influential IFA the company would be introducing the Bosch Cool Classic refrigerator to the German market, and sought help leveraging the Bosch name with a staple appliance, looking to connect with a younger generation of consumers still forming brand loyalties.
true fruits GmbH
true fruits Facebook
We created a limited edition to push one of our smoothies and promoted it via social media. The result: In the second quarter of this year the sales rate of this smoothie could increase significantly (86 %).
10. Product Launch
Winner
20th Century Fox Home Entertainment
The Dutch Maze Runners
NewBeTv
20th Century Fox’s motion picture based on James Dashner’s dystopian science fiction trilogy, The Maze Runner, was a big box-office hit. For the home video distribution of the blockbuster, 20th Century Fox Home Entertainment partnered with LEWIS Pulse in the Netherlands. Together they launched a campaign that would grab the attention, and spark the imagination, of the youth market. The innovative
TOMI Power Ad - Touch Me If You Can
TOMI WORLD
Power Ads are advertising campaigns which allow an urban interactive and networked experience, between the brands and the user.
The new interaction possibilities through advertisement stimulate and challenge users, making it easier to remember the brand, which has the chance to reveal itself, getting closer to current and potential costumers.
4Care
Interaktiver Brillenfinder
Riofilm GmbH
People have reservations against purchase of glasses in the internet because they are used to try them on and to decide together with a friend.
BUT: There are strict and easy rules to find the perfect one. The Idea was to put the experts knowledge in a product finder to make it easy and funny to find the perfect glasses.
And we made this happen for our courageous client.
Aussie
Aussie: The Down Under Project
Hill+Knowlton Strategies
When it comes to beauty, France has always been home to some of the most luxurious, exclusive brands in the market.
When Aussie, a wild at heart hair care brand, wanted to enter the market for the first time, we knew we would have to turn the industry rules on their head.
We put the fans first and embraced all that is good about Australian-ness. Aussie shot to #4 in the hair care market.
Interone BBDO, Telefónica Germany GmbH & Co. OHG
The Calling Greeting Card
Thanks to social media it has never been so easy to send greetings. But unfortunately less personal. We are reinventing one of the oldest communication channels. The greeting card has become the telephoning greeting card. It makes congratulations something special again.
When the recipient opens it, a call is automatically made to the sender so they can both speak to each other directly!
11. Employer Branding & Recruiting Campaign
Winner
Robert Bosch GmbH
Bosch World Experience 2014
GFMO OMD GMBH, Yours Truly
The Bosch World Experience 2014 took 6 international digital natives on a world-trip to prove that Bosch is more than just power tools and refrigerators. They met Bosch employees at 6 major projects where Bosch technology is used and got a unique look behind the scenes of major outstanding Bosch projects around the world. They also experienced how diversely Bosch operates around the world.
BSH Hausgeräte GmbH
BSH "Germany's most honest Facebook page"
achtung! GmbH
BSH Home Appliances – a little-known company. With a huge staff shortfall. The problem: Young people no longer believe everything the recruitment brochures promise them. The idea: Germany’s most honest Facebook page. Employees talk about themselves and their job in ultra-short videos. No briefing. No director. Uncut. It’s daring. And a huge hit. This much honesty is convincing!
Bayer Business Services GmbH
Bayer Career Quiz
The Bayer Career app provides information on employment and career opportunities at Bayer, including current vacancies. A Bayer Quiz has been added to the app as a fun way of finding out more about Bayer as a company and its products and areas of business.
Flytoget
The Airport Express: Home for Christmas
PR-operatørene
By surprising the passengers on the Airport Express Train with a beautiful traditional Norwegian Christmas carol, we created internal and external engagement leading up to Christmas.
MOL Group
MOL Group UPPP Digital Campaign
Greenroom Ltd.
Coffee found in Moon.. this was the Digital Idea's centre of the UPPP recruitment programme of the MOL Group, targeting university students in the upstream field. In order to find special talents, the MOL Group had been receiving applications from 27 universities of 14 countries. The two pillars (PR/digital) campaign's headline was: Enter, If You Dare! Greenroom created the digital communication.
12. Viral Communication
Winner
Mattel
BOOMco BECCALITUTTI
Early Morning s.r.l.
To promote the Italian launch of BOOMco, a new brand of Mattel blasters, was designed and developed a special project: the #BECCALITUTTI challenge. The challenge involved at different stages of the campaign development different players like 7 famous Italian YouTuber, social media influencers, Mattel employees and partners. The videos of the challenge soon became viral.
Electrolux Hausgeräte GmbH
AEG „Post aus meiner Küche“
fischerAppelt, relations GmbH
With a simple idea, AEG has made hundreds of baking enthusiasts a very special and individual pleasure: the hobby cooks sent each other homemade food. The success was overwhelming, the reactions positive throughout. The activity generated more than 20,000 qualified interactions in the social web – within the target group, and without any divergence loss.
McCain GmbH
McCain Fries Final
achtung! GmbH
It’s Summer 2014, the soccer World Cup is happening and our team is in the final.
McCain isn’t a sponsor and doesn’t have the budget for advertising but still wants to be part of this momentous event.
The idea: McCain Fries Final. McCain commentates in real-time on the game by using a baking sheet with French fries and croquettes. It’s a phenomenal success.
Sky Österreich GmbH
Scary Shelter
move121 Werbeagentur GmbH
The goal was to create a viral hype around a popular TV-Series, so that
Sky can bring the audience closer to their favourite TV series.
The idea was to take FOX's highly acclaimed “The Walking Dead” series and make people experience the brand by using state of the art technology.
The result was a making-of video that was spread viral with more than 14 Million views, 320.000 shares and 85.000 likes
Techniker Krankenkasse
My Way
fischerAppelt AG
Germany’s largest health insurance company tasked us to put a topic on the agenda of young people they couldn’t care less about –Health! In order to reach the target group, we entered several YouTube communities asking some of the biggest German YouTube Stars to share their personal stories of health issues and interact with their followers. Kicking of a major social movement amongst young people.
13. Internal Communication
Winner
HEINEKEN
HEINEKEN Green Room
FLICKERING WALL
HEINEKEN Green Room is a new online platform which facilitates employee advocacy and storytelling. Aimed at the internal audience of 81,000 employees but with the majority of content shareable externally, all content is generated by employee reporters. Green Room is where they share their on-the-ground HEINEKEN experiences, inspire each other and be stronger company brand advocates, And it’s fun.
Deutsche Telekom AG, Deutsche Telekom AG, Deutsche Telekom AG
Tim's Base
"Tim's Base" is the home of Deutsche Telekom CEO Tim Höttges in the company's internal social network. Via blog posts, speech notes and presentations he provides insight into his work and what is important to him. Motto is "In touch with Tim": Employees can ask questions, comment on or reuse his posts. Aim is to encourage a cross-hierarchy exchange and enable greater proximity to the boss.
Ericsson
Ericsson R&D Digital Summit 2015
Ericsson organized a 3 hour LIVE internal TV-broadcast hosted from 8 offices on 3 continents to 1100 Ericsson R&D leaders based in 60 different locations globally. The LIVE show was followed by 3 full days of content hosted from a digital platform aimed at all 25000 employees in R&D. We engaged the entire R&D community, walked the talk of the networked society and secured industry transformation.
Nordic Morning Plc
Company Key Behavior Game HEIMO
HEIMO is a Nordic Morning Group wide effort to communicate key behaviors in an engaging way and to enhance wanted behaviors in the organization.
HEIMO is a web based game with one module for each behavior. Each module has a separate idea which promotes learning and interaction. Tasks are fun, they build culture and management is closely tided to the game. Over 50% of employees play already!
Vattenfall
campaign 'Introduction of Social Media'
Alles aus Wörtern, www.designerschokola.de
Vattenfall started boosting its social media activities in early 2015. An internal communication campaign stretching over several months has supported the step-by-step integration of social media into corporate communications and day-to-day operations.
14. Public Affairs
Winner
Siemens AG
Siemens Social Lighthouse Forum / SELF
Convidera GmbH
Today’s perception of companies image and expertise is tightly influenced by the exposure of their leadership team on social networks. Interestingly enough, very few C-Levels enjoy today a successful coverage and presence on such platforms. Through the SIEMENS SELF Program (Social Executive Lighthouse Forum), the group has managed to upgrade the digital footprint of some of its C-Level calibers.
Bewahrt Fehmarn!
Save Fehmarn!
achtung! GmbH
Fehmarn. A peaceful unspoiled island in the German Baltic Sea. Suddenly investors want to build a gigantic industrial site there. A real threat. The islanders launch SAVE FEHMARN! A little citizens’ initiative using big marketing communication methods. The high point: a referendum. The industrial site is off the table. It becomes the biggest and most imaginative movement in the island’s history.
Djøf
Getting students to discuss politics on social media
How do you get cool social media consumers such as university students to discuss politics? Using mostly visual content we broke down complex subjects concerning the consequences of a university reform. In videos, pictures and articles we created manageable and engaging political stories especially devolved for social media. The result is the most engaging student community on Facebook in Denmark.
Publicis London, SCA Tempo
Tempo Morocco Merci Mission
B-Reel, Stitch That
When a container with 500 thousand Tempo tissue packs smashed ashore a Casablanca beach, an environmental & PR disaster was saved when we salvaged the stricken container transforming it into an eco-learning centre for local children solving an ecological problem with an ecological solution.
SPF Seniorerna
The Pension Brake Calculator
JKL
JKL created a digital advocacy tool, The Pension Brake Calculator, to help Sweden’s second largest association of pensioners, SPF Seniors, to mobilize support against an unjust pension system and to position the organization as the No. 1 pensioners association.
15. CSR Communication
Winner
ÖBB-Holding AG
Öbb Green Points
Holzhuber Impaction, ÖBB-BBC GmbH
ÖBB offers customers the chance to collect virtual “ÖBB Green Points” via its app – one point per kilometer travelled by rail – and invest these as part of the “Austria in bloom” (Österreich blüht auf) initiative in eight chosen environmental projects. Once customers have collected the required number of points, ÖBB begins with the implementation of the relevant project.
E.ON Romania
Give the Gift of Light
E.ON Romania put up for donation 100,000 kWh of energy. Selected schools, hospitals, children’s and nursing homes, were to be the direct beneficiaries of this donation. With a click on the webpage or the facebook page www.daruiestelumina.ro, anybody could sign in and donate 1 kWh of energy. At the end of the campaign, the donated kWh were then deducted from the institutions’ energy bills.
Fortum Power and Heat AB
Brighter Christmas
For the Christmas season, Fortum wanted to highlight the company’s social contributions by doing something for those who really need lighting and heating: the homeless people in Stockholm. The resulting initiative was the fundraising campaign Brighter Christmas. The website ljusarejul.se served as the hub of the campaign. The campaign had a wide impact with a reach of 5,614,291.
HEROSZ Animal Shelter, Nestlé Hungary
HEROSZ Animal Shelter Digital Campaign (a commission of Nestlé Hungary)
Greenroom Ltd.
We had been looking for a different solution for a tax checkoff PSA campaign than the general gloomy ones. Our goal was to show how happy animals are at the HEROSZ shelter, and thus proving that the collected money goes to a good place. In the film we are at the shooting of a sad spot, which is constantly falling flat as the dog of the HEROSZ shelter won't play a sad character.
Philips, Philips
Philips' 'Light up the dark'
OneVoiceConnect, OneVoiceConnect
The ‘Light up the dark’ project aimed to improve the lives of the residents of Uppsala, Sweden (where they average six hours of daylight) with Philips’ new CityTouch lighting system.
Ursa italy
We are all Bears
Tribe Communication SrL
URSA Italy is committed to fighting global warming. Launched URSA Award; Best Project for a Better Tomorrow and partnered with Italian Climate Network to fund raise. Results:+ €200.000 in earned media; +2mm conversations; + 4000% fb fans; +200 blogs picked up; +5000 signed #we are all bears petition.
National and international TV (Sky sent troupe) and Press. Prime Minister congratulated URSA.
16. Content Marketing
Winner
Nova KBM d.d.
Living My Life - One week through Zlatko`s eyes
Pristop d.o.o.
The brand “Sveta vladar” (The Ruler of the World) and its banking products were brought closer to the target group through a completely new communication approach by streaming life of a role model with Google Glass in an interactive mix of digital channels. Campaign was a huge success, gaining massive attention and national media coverage in just one week.
Itak
Itak Govori ljubezen (Itak Speak love)
Pristop d.o.o.
Young people today are often confronted with hate speech and bullying. The Itak Govori ljubezen (Speak love) campaign goal was to bring focus on this subject and enable engaged youngsters to cooperate in establishing a more tolerant environment and conversation. The campaign platform was used this both for CSR activities as well as for sales & marketing pushes throughout the year.
Peugeot Deutschland
Campaign: "Impress yourself" / Project: "The Berlin Job"
Havas Worldwide Dusseldorf
At the start of the year, Peugeot launched its new brand slogan “Impress Yourself”. The new brand alignment is designed to address people who are interested not so much in impressing others as in doing their own thing.
At the heart of the campaign are people and their inspiring stories that show how they have gone their own way.
The Rezidor Hotel Group
Park Inn by Radisson E-scapes
Umpf
To raise brand awareness and position Park Inn as an ‘unconventional’ brand, the hotel group launched a fake service, ‘E-scapes’, offering consumers ‘social media vacations’. The concept was a virtual holiday where Park Inn gave the illusion of travel using social media. The campaign produced global news coverage, unprecedented engagement on social and increased traffic and sales at parkinn.com.
upc cablecom
Content Marketing success in a highly saturated market
BlueGlass Interactive
upc cablecom entered the mobile subscription market. Our goal was to establish preferable rankings and organic traffic. Based on the high volume keywords “smartphone” and “apps”, we created an infographic showing the Swiss smartphone and app usage. This resulted in an increase of SEO Visibility within the “mobile” keyword set of +231% with a respectable portfolio of 28 high authority backlinks.
17. Website
Winner
Red Cross Flanders
Red Cross Flanders corporate website
The Parking Lot
The idea: transform the old 90's looking Red Cross Flanders website into a new appealing content driven responsive site in line with the Red Cross organisation values. We created simplicity, unity and a perfect balance between raising awareness through smart content publishing and a permanent call for support on all levels. Resulting in a huge uptake in visitors, donations and presscoverage
BASF SE
One Website for One Company – the BASF Online Verbund
Accenture Digital, Namics Deutschland GmbH
- Implementing the corporate strategy online - “We add value as one company”
- Initial situation: Reflecting inside-out view of the company, >500 silo Websites; >20 clicks to relevant information
- Goal: Reflect outside-in view, user-friendly
- Method: Consolidate all BASF Websites in standardized structure
- First milestone: Relaunch BASF.com, 11/2014 (all sites integrated by end of 2016)
Firmenich
Inspiring Website for Firmenich
A new inspiring website truly reflecting Firmenich, the first privately owned company in the business of Flavors and Fragrances founded in 1895.
A stong focus on Design and User's Interface to evoque our Creativity and First class innovation.
Actual pictures of our experts to convince with the voice of our prople.
Short and impactful contents.
Powerful ingredients catalogue
Responsive interface.
Infront Sports & Media AG
Transforming Infront’s website into an impactful, premium and user-centric digital platform
Dog Digital
To address an outdated and fragmented website, Infront created a responsive digital hub that delivers relevant content and exceptional online experiences to three targeted user groups. By focussing on user-centric content and responsive design, there has been a surge in highly engaged visitors - particularly from mobile devices - in terms of content consumed and time spent exploring the site.
Look Mum No Hands
Development of the Look Mum No Hands Website
OPX
Look Mum No Hands is a cafe and cycling café/workshop based in London. Their first few years have been a great success and they now needed an online home to support a growing brand and meet the expectations of their huge fan base. We have created a platform that engages their audience and encourages them to stay longer, shines on all devices, and achieves the long term goal of increased sales.
18. Microsite
Winner
TAP Portugal
TAP Destinations
Wingman
TAP flies to more than 80 destinations worldwide and it was important to show them in a more interesting and relevant way so it would impact the visitors of the website. New layouts, gorgeous pictures and information that matter are the vectors of this beautiful showcase. The check-in to the world can be made here — destinos.flytap.com.
BEUC - The European Consumer Organisation
Where is my Meat from
Old-Continent
Whereismymeatfrom.eu was a mini-campaign aiming at provoking the reaction of Members of the European Parliament in adopting a resolution about Meat origin. With the help of consumer organisations in Europe, BEUC managed to push for the adoption of such resolution. The main objective of the micro-site was to garner free media coverage in various European countries on the topic.
FCA - Fia Chrysler Automobiles
Lancia Ypsilon MyStories
Ypsilon My Stories is the international film project by Bitmama e Officine which expresses the urban spirit of Ypsilon.
10 film-makers, 10 European cities, 10 stories, an online competition to rate them and win an Amazon voucher a day or a weekend in Europe.
In just one month, the site has received 52,476 visitors from 8 countries, 288,376 views and 15,764 competition entries.
Merck
Proud to be an original. Merck - the original.
Fork Unstable Media GmbH
Having created an illustrated character to head up the “Proud to be an original” campaign in over 60 countries, “Felix the frog” featured on a branded microsite and campaign film to encourage employees to share what made them proud to be original Mercks. Colleagues quickly filled the microsite with hundreds of photos, videos and comments while watching the film over 170,000 times on YouTube.
Staatsministerium Baden-Württemberg
Success Stories Baden-Wurttemberg
ressourcenmangel GmbH
Politainment at its best: Never before has a State administration explained its work
so graphically – this was our challenging goal, and what we wanted people to think about the new online platform. The format’s primary task was to present the achievements and plans of the State administration in various political areas – in a style which is both easy to understand and interesting.
19. Annual Report
Winner
Vodafone
INTOUCH / Vodafone Integrated Report 2014 - 2015
Glasnost Communications
The idea for new Vodafone Report was to build an editorial, dynamic platform which is easy to read, that engages with all the stakeholders and gives the opportunity to easily get to the information your interested in without loosing context. We managed to successfully create this online magazine platform, get a big Vodafone team involved, resulting in great enthusiasm amongst the stakeholders.
AZ Sint-Lucas Gent
AZ Sint-Lucas Gent Annual Report 2014
Dennis Beelen Videobouwer
We thought it interesting to involve a wider audience with our annual report than with a traditional printed version. Inspired by the many construction works on site we used Lego bricks to make a stop motion video that highlights the main events of the past year. The video quickly reached 25.000 views on Youtube, was picked up by national media and even became an item on the national evening news.
Kaunas University of Technology
Online Annual Report: "We Are KTU"
We decided to create an interactive and attractive report: results are shown by their impact on internal and external audiences, community members are engaged in the story about changes in KTU. Annual achievements are grouped into 11 topics by our features: Talent; Interdisciplinary; Equity; Commercial Technologies; Aim for Perfection; Far-sightedness; Internationality; Sustainability, etc.
RTL Group, RTL Group
The Future Together Now!
ringzwei
Committed to meeting the changing needs of our audience, RTL Group’s Annual Report is for the first time available as a fully interactive online report, allowing readers to interact directly with the content and access it anytime, anywhere. Using a clear navigation, engaging content and videos, the interactive report perfectly complements the printed edition and makes it come to life on any screen
Swisscom (Schweiz) AG
Swisscom Annual Report
Goldbach Interactive (Switzerland) AG
Goldbach Interactive has made for Swisscom the conceptual development and the technical implementation as well as the design of the online Annual Report 2014 and created the report responsive in three languages with an intelligent structure and user guide. In particular the usability and the design make for a fast retrieval of information and provide a good insight in the annual report.
20. Intranet
Winner
Jyske Bank
JB United: A Social Media Intranet
In order to build an internal communications culture based on passion, authenticity, constructive critique and involvement, we took inspiration from a source where all these elements flourish - football clubs.
These are the ideas behind JB United. It is more than an intranet, an employee magazine, events or even an app. It is all these and more. JB United is our internal communication culture.
DB Mobility Logistics AG
DB Mobility Logistics AG - Meine Marke
Die Botschaft Communications GmbH
Development of an interactive brand platform with the objective of generating a higher brand awareness and a deeper understanding in terms of a brand´s importance among the employees.
The platform "My Brand" (Meine Marke) consists of 6 interactive chapters, which put across theoretical knowledge in a playful way and thus strengthen the employees brand identification.
SPIE-ICS
Social intranet PLUS knowledge management
EmbraceSBS, GuruScan
SPIE-ICS aims to provide access to collective knowledge. For this reason, in 2014, SPIE-ICS began using a social business platform (SPIE Plus), based on Embrace SBS, through which questions can be asked, answers provided and product development facilitated. The platform is also used to bring people together based on knowledge management principles.
Telefónica Germany GmbH & Co. OHG
Communicating the Integration of Telefónica Deutschland & E-Plus
SinnerSchrader Deutschland GmbH
Launch of a joint staff portal as a central platform for information, dialogue and collaboration on the integration of Telefónica Deutschland and the E-Plus Group. The personalisable portal, which focuses on staff dialogue, especially on reorganisation issues, sets standards in digital employee communication.
UCB
Bringing our intranet into the social space
From the very first brainstorm, our intention was to smash the paradigm of communicating through the intranet. We challenged ourselves to build an online community that wasn’t solely based on ‘top down’ or ‘bottom up’ communication. The result? An advanced, easy-to-navigate, dialogue-favourable and inviting intranet platform. UCB people are connecting in a way (and at a pace) like never before!
21. Newsroom
Winner
Jyske Bank
More than a newsroom, we are a news media
Jyske Bank has transformed our communications department into a Brand Newsroom that produces video and social media content daily from our headquarters studio, from Copenhagen, at NASDAQ in New York & from other global sites.
Our content is created with mobile and social media as primary platforms. This has made our newsroom into a proactive content marketing machine that runs 24/7.
Audi AG
Audi MediaCenter
A clear overview of everything, even when on the go: With the Audi MediaCenter, Audi Communications provides journalists, bloggers and multipliers a central, intuitive and modern research platform with all of the news from AUDI AG. From press releases, photos and videos to social media offerings, users can find all important content here, clearly organized and up to date.
Porsche
Porsche Newsroom
C3 Creative Code and Content GmbH
Never before has Porsche allowed such extensive behind-the-scenes views from a cross-media online site. It compiles current events, background reports, internally produced supplements + social media. That makes it a content hub for everything about Porsche. Its quality lies not in a single extraordinary special feature but rather in the successful orchestration of a variety of sources at one site.
22. Blog
Winner
Entre Deux
Entre Deux Fashion Blog Battle
Cushman & Wakefield, Zandbeek, the agency for engagement
Zandbeek used social influencer marketing to put Entre Deux, a small shopping center in fashion city Maastricht (NL) back on the map. With the Fashion Blog Battle, we engaged 50 prominent fashion bloggers AND their large networks - greatly increasing our reach. The crème de la crème of those 50 fashion bloggers now represent Entre Deux for an entire year in a monthly fashion blog!
Anadolu Efes
Anadolu Efes' "The World is Yours"
Anadolu Efes award-winning “Future in Tourism” environmental sustainability AND job creation endeavor innovated a weblog targeting the GenY segment that usually is ambivalent to CSR projects.
A first in Turkish CSR, “The World is Yours”CSR blog has made a big hit representing the brand, both educating and entertaining, constructing a stable relationship between Efes and younger generations.
OTTO Gmbh & Co KG
SOULFULLY
COMPANIONS
On SOULFULLY, the blog for grandiose women, six bloggers and a team of OTTO-employees write about their view on women beyond size 44 - 54. In addition to the development of OTTO´s plus-size range of products, users of this blog are convinced of the company’s expertise in the plus-size-segment by exciting storytelling using the customer’s emotions.
PUBLIC
Public Blog: Content is the future!
RETAIL WORLD
Initially the idea of a corporate blog came out from our need to share the rich content and exclusive news we have in our disposal with the broader audience and visitors who follow our events.Until today no other Greek site is in such a manner responsive and has managed to walk the line between a news blog and a corporate blog. Our 60.000 unique monthly visitors prove it! Content is the future!
University of Applied Sciences Chur
Digezz
Digezz (www.digezz.ch) is an experimental multimedia platform for students in Media Engineering at the University of Applied Sciences Chur, Switzerland. Digezz provides multimedia articles, media experiments and background information on any of the productions. By doing so, it serves as a publicly accessible media lab where media making of the future takes shape.
23. Mobile and Apps
Winner
Norwegian Directorate of Health
User driven development of a mobile phone application for tobacco cessation
The smoking prevalence among Norwegian adolescents has decreased steadily, while the use of snus has increased dramatically. There was no cessation tools available particular designed for young people, nor tools specifically developed for snus cessation in general. Slutta is a free app for smoking cessation and snus cessation. Available and in Appstore, Google Play and Windows Phone Store.
AUDI AG
Audi TT Brochure Hack
Novalia, Razorfish GmbH
The Audi TT Brochure Hack — an augmented touch based journey through the revolutionary Audi 'Virtual Cockpit'. Using conductive print, a conventional sales brochure becomes a smart surface, letting you explore the 'Virtual Cockpit' using the brochure and your phone.
Akzo Nobel N.V.
AkzoNobel Visualizer
String, Tessella, Webcredible
The AkzoNobel Visualizer app allows paint consumers to visualize walls in different coulors and shades, in real time, before applying a single drop of paint.
Using unique patent-pending computer vision technology, the app can tell the difference between wall space, furniture and fixtures and will cleverly paint around them as you move your smartphone or tablet around the room.
Microsoft
Can you hear the colors?
Scholz and Friends Belgrade
285 million blind and visually impaired people live in a world without colors.
Sonochrome is a mobile application that transforms color into sounds in real time. It enables blind people to experience colors by acquiring a new sense- an ability to HEAR them.
Free and available to all, Sonochrome is changing the world for the blind, making it a more colorful place - one download at the time.
ONLINE Schreibgeraete GmbH
Learn-to-write App "ONLINE Discovery"
werk:b communications GmbH
The app is based on the future of digital learning in school or at home. It engages to learn writing on tablets. The emotional content with a journey round the world is highly motivating for kids in first and second grade at elementary school.
Innovative and contemporary promoting learning motivation of children by using the natural play instinct and the high affinity for new technologies.
24. Online Event and Live Communication
Winner
German Aerospace Center (DLR)
Comet Landing Live – The Philae lander tweets from space @Philae2014
Story of a comet landing – Rosetta mission. On 12 Nov. 2014, after a 10-year journey, the robot Philae landed on Comet 67P. There, it conducted science, ‘slept’ for 7 months, woke up and is now ready to explore. @Philae2014 has been tweeting and informing on its mission every step of the way – live and in 1st person – inviting the community to join in the excitement of the first ever comet landing
Winner
Zavarovalnica Triglav d.d.
Planica 2015 Virtual Ski Flying
Art Rebel 9 d.o.o., Pristop d.o.o.
For the first time in history ski-jumping fans were able to fly on a FIS World Ski Jump finals in Planica with the help of Oculus Rift technology. An immersive branded experience was made possible by recreating Planica's flying hill environment in virtual reality with a detailed physical simulation and surround audio support, generating lots of positive acceptance and prime time PR coverage.
McCain GmbH
McCain Fries Final
achtung! GmbH
It’s Summer 2014, the soccer World Cup is happening and our team is in the final.
McCain isn’t a sponsor and doesn’t have the budget for advertising but still wants to be part of this momentous event.
The idea: McCain Fries Final. McCain commentates in real-time on the game by using a baking sheet with French fries and croquettes. It’s a phenomenal success.
Telekom Deutschland GmbH
Telekom live @ the VideoDays 2015 Berlin
webguerillas GmbH
During the Videodays 2015 in Berlin, Deutsche Telekom successfully gained the young audience by introducing innovative media strategies. The mixture of modern technology, many highlights and Telekom Street Gigs made the Videodays Germany's biggest media event by more than 4.5 million contacts online. In addition, Deutsche Telekom was able to increase the reach of their channels many times over.
Turkiye Is Bankasi (Isbank), Turkıye Is Bankasi A.S. Head Office Is Kuleleri Kule-1 Kat:18
IsCep Social Tribune Campaign
In our project, ‘IsCep Social Tribune’ our target was to increase the download numbers of our mobile app, IsCep. We cooperated with Ziraat Turkish Cup Semifinal and Final games. We created a unique TV band and advertorials and asked fans to share their pictures via ATV mobile app.
After a quick moderation, they had the chance to support their teams and see their pictures on ATV live broadcast.
25. Web Magazine
Winner
Bunny Island GmbH (Publisher of Tea after Twelve), Bunny Island GmbH (Publisher of Tea after Twelve)
Tea after Twelve
Tea after Twelve is an international webmagazine promoting social innovations and outstanding entrepreneurial projects from around the world. It fosters quality journalism by offering inspiring stories and intriguing ideas for social change. Tea after Twelve comprises a huge international network of creative minds united by one common goal: to change the world around them for the better.
Deutscher AwaltVerein
Deutsche Anwaltauskunft
Serviceplan Berlin
The German Bar Association (Deutscher Anwaltverein) and Serviceplan Berlin founded a web magazine that filled a gap within the German-speaking part of the web: The Deutsche Anwaltauskunft – the most important legal web magazine. Thanks to the knowhow of 66,000 lawyers, the magazine reaches 350,000 users per month. We have successfully shown that legal issues are common, exciting – and entertaining
Dutch Airline KLM
iFly KLM Magazine
Born05
iFly KLM Magazine is a personalized digital magazine, developed and created by Born05 for Dutch Airline KLM. The smart magazine deepens the relationship with customers and registers their orientation behaviour. iFly KLM Magazine is published in 46 editions for more than 200 countries, reaching over 5.000.000 readers worldwide
Vodafone GmbH
Vodafone Featured
Convidera GmbH
In 2015 the Vodafone blog evolved into Featured, a digital magazine with a fresh & responsive design. Topics cover the latest digital lifestyle trends with brand-related insight & corporate news. The content is diffused to relevant audiences throughout the social web. Instead of relying on external sources, we deliver our owned content.The impact is an impressive 1.100% increase in Unique Visitors
moovel GmbH
Move Forward - unique online platform for an international dialogue about the future of mobility
As the first platform of its kind Move Forward offers the opportunity to generate ideas for the classification of new mobility trends and concepts. With the three formats of online communication (Magazine, Strategy, Crowd Innovation) we created a new form of corporate online communication. An discourse with international experts and the development of solutions through crowd sourcing is focused.
26. Corporate Film
Winner
KUKA ROBOT GROUP
KUKA ROBOT - THE REVENGE
Sassenbach Advertising, velvet mediendesign
In 2015, the KUKA KR AGILUS should prove itself in a metier, where it could bring to bear its qualities – speed, precision and perfection in dealing with delicate materials – even more. Within a few days, the thrilling duel with Timo Boll in musical glasses generated ca. 350,000 klicks on YouTube alone. Not to mention the vast coverage on facebook, ca. 45,000 visits on the website etc.
DSM
DSM Science Can Change the World
1Camera
DSM is a Dutch Life and Material Science company that wanted their new corporate film to show the world their dedication to science. 1Camera suggested to portray the lives and struggles of real scientists, whose work might one day change the world, even though you will most likely never hear of them. The film, featuring 5 of these heroes of science has been picked up all around the world.
Jyske Bank
Corporate Film? It's a snap.
As part of an employer branding effort aimed at business students, we created a non-traditional corporate film using Snapchat. Our key insight was that the students at the national university are heavy snapchat users. The strategy was to establish a snapchat following among those who were about to graduate, thereby creating an authentic and direct channel into our most important talent pool.
Land Rover
Land Rover Celebrate the Legend
Performance Communications
Land Rover wanted a unique piece of content that could be used across the business to set a celebratory tone to the announcement of the end of Defender production. It chose a moment from Land Rover history to tell the story of the birth of this iconic 4x4. The resulting film raised media reach and share of voice and was adopted throughout the business to lead increased production in the final year
MOL Group
MOL Group - Growww 6 bytes video
Greenroom Ltd.
Drumming up the interest of fresh graduates for the job opportunities in the key countries of MOL Group, and persuading them into sending their CV-s and participating in the MOL Group Growww program, which is a priviliged chance with loads of practical opportunities.
There is not much difference between the average person and a "Growwwer", merely 6 byte. The film introduces the quality of
27. Viral Video
Winner
Volvo Trucks
Volvo Trucks vs Koenigsegg
Spoon Publishing AB
In 2014, Volvo Trucks launched a world first innovation – a dual clutch gearbox for heavy-duty trucks. It got the tagline "under the hood it's a sports car". To verify this bold statement we came up with the ultimate movie challenge: 'Volvo Trucks vs Koenigsegg'. The end result was a PR awareness campaign that got maximum reach within the main target group: The trucking and automotive community.
ABBVIE LABORATORIES
DON'T TURN YOUR BACK ON IT
Audacious, artistic and disruptive are the key words of this digital campaign launched on Youtube, Facebook and Twitter to catch the youths (14 to 25 years old) attention.
The goal: Raise awareness around back pains thanks to a video clip inspired by K-pop influences.
Febelfin
Children's truth about banking
Duval Guillaume
YouTube video that aims to improve the image of the banking industry. The video tackles this reputation problem by showing some children speaking about their dream job. None of them wants to become a banker. The main mesage of the video is "if we don't change our reputation today, we'll have no banking tomorrow". The video was seen more than 50.000 times and got a lot of positive feedback.
Techniker Krankenkasse
My Way
fischerAppelt AG
Germany’s largest health insurance company tasked us to put a topic on the agenda of young people they couldn’t care less about –Health! In order to reach the target group, we entered several YouTube communities asking some of the biggest German YouTube Stars to share their personal stories of health issues and interact with their followers. Kicking of a major social movement amongst young people.
Turkish Airlines INC., WIND Communication d.o.o.
Wedding above the clouds on Turkish Airlines
We found out a real love story which started on a Turkish Airlines Flight. The story which naturally showed how Turkish Airlines bridges different worlds, cultures, nations and beginning right from their hearts inspired us to carry out delightfully different organization up in the air. We organized couple’s wedding beyond expectations above 30.000 ft on a Turkish Airlines flight on the same seats.
the Danish Consumer Council
If your shop assistant was an app
A large number of apps demand access to your private information such as location, contacts and text messages. We wanted to see how people would react if their local bakery started demanding to see these personal information. The Danish Consumer Council wanted to raise awareness of the kind of permissions that smartphone apps routinely request, even if it’s not clear why they are needed.
28. Data Visualisation and Information Design
Winner
Nestlé S.A
Our commitments: interactive graphic
Graphic Digital Agency
Our brands are renowned for the creativity of their communications, but it’s not a word people tend to associate with our corporate messaging. Although in corporate communications we deal with serious topics, it doesn’t mean our content can’t be engaging. That’s why we transformed a dense online data table about Nestlé’s 38 commitments to society into a dynamic, interactive graphic.
ContiTech AG
Infographics on rubber and plastics expertise
MT-Medien GmbH
Eye-catching, colourful and striking: rubber and plastics specialist ContiTech positions itself in media and on social networks using infographics that really stand out. This division of Continental Corporation takes a thematic rather than a product-based approach and has been using the graphics since the autumn of 2014 as an information component accompanying its press releases.
Nestlé Purina PetCare
Follow Felix
Weber Shandwick
To investigate the secret lives of cats for Felix, our killer idea was to create wearable technology for cats. We fitted 50 cats with a bespoke safety harness/GPS, packaging the innovative tracking data with video, visuals, expert articles and games. Follow Felix had the cat food brand’s highest-ever social engagement. Felix overtook its arch-competitor as market leader in Germany for Q1 2015.
OECD
Open OECD Data
9elements, Moritz Stefaner, Raureif
Demand for data is growing. Researchers need it to understand economic, social and environmental change. Journalists need it to report on issues facing society. And governments need it to develop policies to improve lives. The new OECD Data website helps by making data easy to find, use and understand. It establishes the OECD as one of the world’s largest and most reliable sources of open data.
Rossiya Segodnya International Information Agency
15 years of voting at the UN (68-th session)
Fifteen years of voting at the UN (68th session)
This project is devoted to the results of voting of the UN members over the past 15 years. The resulting schematic depicts how the positions of various countries has changed, and which countries vote the same way. Information on both individual states and blocs of countries is available.
29. Monitoring and Evaluation
Winner
Coca-Cola GmbH
Creating the interdisciplinary Coca-Cola Social Media Team
Coca-Cola Germany is communicating on 13 own social channels and in countless digital campaigns. Fans, stakeholders and critics are mentioning us on many platforms. In order protect our reputation and start positive conversations, we decided to introduce an interdisciplinary, cross-platform monitoring and evaluation team and process. This enabled us improve the perception of Coca-Cola on the web.
BANKINTER
360º Corporate Monitoring
There was a challenge of establishing a methodology of orderly qualitative and quantitative assessment of the information in the media that allowed us, on the one hand, to establish and to find possible reputation risks and, on the other hand, to better understand how media and social networks contribute to building the reputation
MLP Finanzdienstleistungen AG und MLP Financify
WebXF Facebook Message Benchmark
Web Excellence Forum
The challenge corporate communications faces today in managing social media is not to accrue fans, likes or followers, but to ensure that its content entices engagement and conveys brand messages at the same time. The “WebXF Facebook Message Benchmark” caters to this need by analyzing to which degree social media communication resonates with the audience AND is in line with the corporate brand.
30. Social Media Platform
Winner
Itak
Itak Moč besed (Itak Power of words)
Pristop d.o.o.
Young people today are often confronted with hate speech and cyberbullying when browsing the web. The Itak Moč besed (Power of Words) initiative’s goal is to bring focus on this subject and enable engaged youngsters to cooperate in establishing a more tolerant online environment. The initiative confronted cyberbullying through a wide range of activities and brought the problem into the limelight.
100 Lives Foundation
100 LIVES
Edelman Digital
On the centenary of the Armenian Genocide, the 100 LIVES launched to celebrate the survivors and the selflessness of those who helped them. At the centre of the project, we mobilised an international community through social media to remember and mark the values of humanity and resilience that bind us all together.
Djøf
Getting students to discuss politics on social media
How do you get cool social media consumers such as university students to discuss politics? Using mostly visual content we broke down complex subjects concerning the consequences of a university reform. In videos, pictures and articles we created manageable and engaging political stories especially devolved for social media. The result is the most engaging student community on Facebook in Denmark.
Maersk Line A/S
‘Communications to Commercial: How Maersk Line shifted focus whilst staying true to our community spirit’
A social media presence may not seem natural for a shipping company. However Maersk Line has enjoyed exponential growth over the years. Despite a shift in objectives from ‘communication to commercial’, our challenge has been to remain faithful to our community spirit whilst extracting bottom-line benefits. Evidence of success can be seen in increased engagement, impressions and number of followers
Philips
Refreshing A Brand, Igniting Engagement: Brand content excellence for Philips on Facebook
A refresh of the Philips brand in November 2013 presented fresh communications objectives and the challenge to improve our connections with fans on Facebook. By revitalizing our approach to content through storytelling, visual quality and consistency, and focusing on the human benefit we drove the average virality of our content up from 1.26% in 2013, to 2.83% in 2014 and 7.14% so far in 2015.
31. Video Channel
Winner
Jyske Bank
The Social, Mobile and Video First Channel
Jyske Bank has transformed our communications department into a Brand Newsroom that produces video and social media content daily from our headquarters studio, from Copenhagen, at NASDAQ in New York & from other global sites.
Our content is created with mobile and social media as primary platforms. This has made our newsroom into a proactive content marketing machine that runs 24/7.
Mercedes-Benz Museum
Museum Monday
fischerAppelt, play
To make the Mercedes-Benz Museum more appealing to the youth, we created an online video channel featuring the night guard Uke who narrates stories about the museum exhibits in his authentic way. The episodes are broadcasted on Mondays, when the museum is officially closed hence the name “Museum Monday”. In just one week, we reached out to 10 times more visitors online than on site.
Techniker Krankenkasse
My Way
fischerAppelt AG
Germany’s largest health insurance company tasked us to put a topic on the agenda of young people they couldn’t care less about –Health! In order to reach the target group, we entered several YouTube communities asking some of the biggest German YouTube Stars to share their personal stories of health issues and interact with their followers. Kicking of a major social movement amongst young people.
32. Online Competition
Winner
Harman Kardon (Lifestyle Division EMEA)
Harman Kardon - The Other Room
a friend of mine
In November 2014 Harman Kardon launched the Omni, a wireless HD speaker that can provide incredible sound for every room in the house. To communicate this USP we created an online game, which challenged music lovers to listen to 'music from another room' and guess the correct artist/song. Facebook ads we're used to target the audience and promote the campaign, realizing 32.597 played games.
Accor Hotels
Mercure 6 Friends Theory
Serviceplan Public Relations GmbH
Mercure hotels give you the feeling of being among friends the world over. In order to embed this in the mindset of social media users, Mercure launched the “Six Friends Theory”, a campaign to prove that there are just five friends that separate a person from any given person in the world. And to prove that it only takes a great idea to gain 400,000 Facebook users in less than 6 months.
Anadolu Agency
Istanbul Photo Awards 2014
Anadolu Agency organized a “News Photo Contest” called “Istanbul Photo Awards” targeted to professional photojournalists all over the world. Photographers were invited to submit their images online to be assessed in 4 categories. Although it is only the first edition of the contest 11,587 photos, most of which were by highly acclaimed professionals, were uploaded to the system from 104 countries.
DOVE - UNILEVER SPAIN S.A.
#MujeresSinFiltro (#NoFilterWomen)
EDELMAN SPAIN S.A.
Personal care brand Dove wanted to encourage all Spanish women to appreciate their own natural beauty. So Edelman launched a Dove Instagram channel with an ambitious contest encouraging Spanish woman to publish filter free images of themselves under the hashtag #NoFilterWomen (#MujeresSinFiltro). The successful campaign resulted in 1k images and an additional 2k+ followers on Instagram.
nc+ (TV platform)
The Biggest + of the match
The action addressed to sports fans, crossing social media activity with broadcasts of the Polish football league. Use of multiscreening, allowing for extraordinary involvement of viewers and building engaged community by multi-layer communication.