Winnerlist 2017

1. Campaign of the Year

Winner
Finnkino Oy, Helsinki-filmi Oy

Tom of Finland Movie's #IAMTOMOFFINLAND campaign

Bob the Robot, PR Agency Manifesto
The campaign promoted not only the upcoming movie about the Finnish gay artist Tom of Finland, but also human values COURAGE, LOVE and FREEDOM. To get Finland talking, we gave people tools to express their support for these values, generating awareness of the movie at the same time. The celebrity pictures was a success. The campaign generated +250 media articles and +150K Tom of Finland selfies.
ActionAid

ActionAid, #BrutalCut

Weber Shandwick
ActionAid challenged us to get people talking about the uncomfortable subject of female genital mutilation. To highlight this most brutal of cuts, we created a #BrutalCut of our own: video messages from Kenyan girls unexpectedly cut into content by vloggers and publishers. #BrutalCut reached 152 million+, sparked 1000s of conversations calling for an end to FGM and helped secure £250,000 funding.
Deutscher Sparkassen- und Giroverband e.V., Jung von Matt/SPREE GmbH

DEBT COLLECTOR FOR HIRE - An innovative online campaign for an innovative banking-app-feature

Chimney Deutschland GmbH, Markenfilm Berlin GmbH, Sparkassen-Finanzportal GmbH, UFOMAMMOOT GMBH, WhatsBroadcast GmbH, Wonderlandmovies GmbH
For Kwitt, Sparkasse’s newest app feature for mobile money transferring, we created an online campaign with an unusual testimonial: a debt collector. Via Facebook-Messenger users could hire him for various missions. Behind the concept was the world’s first chatbot featuring creative storytelling. Users would experience a fun chat before receiving a personalised video generated from the dialogue.
NORAD

• Daron – The quest for knowledge, Norad – the Norwegian Agency for Development Cooperation

Hill+Knowlton Strategies
NORAD had one simple aim: to chance the perception of Norway’s global aid contribution and reputation among Norway’s 18-30 year olds. Moving beyond traditional charity campaigns, the PR agency created DARON – a creative cyber-game built to inform and engage 18-30s on their own platforms, and remove apathy towards Norway’s international aid.
home a/s

home Online Marketing

CONYAK
To reinvent marketing in the Real estate sector, CONYAK and home build a unique system, enabling them to offer personalized and dynamic, digital marketing campaigns, across all relevant channelsEasy to present to clients, simple to book campaigns, and fully automated delivery with always updated creatives made the adaptation phase short and the project a huge success!

2. Strategy of the Year

Winner
Hamburg Marketing GmbH

The Elbphilharmonie Turnaround

Jung von Matt AG, achtung!
The Elbphilharmonie: a crisis project criticized for many years and rejected by many. How can we regain the hearts of the people and fill an international public with enthusiasm before the opening? The idea: the longest overture of all time. Digital content around surprising campaigns are to go around the world. Never before was a building put in the limelight like this – especially not digitally.
ActionAid

ActionAid, #BrutalCut

Weber Shandwick
ActionAid challenged us to get people talking about the uncomfortable subject of female genital mutilation. To highlight this most brutal of cuts, we created a #BrutalCut of our own: video messages from Kenyan girls unexpectedly cut into content by vloggers and publishers. #BrutalCut reached 152 million+, sparked 1000s of conversations calling for an end to FGM and helped secure £250,000 funding.
Alfred Ritter GmbH & Co. KG, elbkind GmbH

RITTER SPORT Unicorn

In these times of data analytics, listening is easier than ever before. So that’s what we did – and isolated one of the biggest trends of the younger generation. Armed with this insight, we developed a magical and strictly limited product: the Unicorn. The result was finally the biggest hype of the German Internet history!
BrandBase

Through the eyes of the ball kids

ABN AMRO is the main sponsor of the World Tennis Tournament. The ultimate proof was delivered during the finals. The tennis talents of the future – the ball boys and girls – wore a GoPro camera during the match between Tsonga and Goffin. Their spectacular footage was broadcast live on Facebook and brought tennis fans closer to their heroes than ever before.
Castenow Communications GmbH

Die Rekruten

The first YouTube reality docu in history of advertising. 12 weeks. 12 recruits. One series. In over 80 episodes the campaign delivers unadorned and authentic insights into everyday life in the Forces. All episodes achieved the YouTube trends. The campaign surpassed all expectations. "The Recruits" was an overwhelming success. It was a topic of conversation in school yards and on the web.

3. Innovation of the Year

Winner
ING

Kudos

TwoFish
Kudos is an online platform that allows employees to give colleagues ‘Kudos’ –a digital compliment– anytime, anywhere, tagged to one of ING’s Orange Code behaviours. Enabling employees to reward each other in a fun and impactful way, while we build a companywide feedback culture. Beyond most optimistic predictions, more than 50% of our 53.000 employees downloaded and used the app within 3 months.
Bayer

#BAYER VRCA

#VRCA is the enhancement of Bayer’s VR campaign for talent acquisition. After 390,000 people had a virtual visit, we‘ve gone further and integrated a live video chat into the VR application with guided live-tours through the 360° videos to give specific insights into Bayer without a recruiter being physically on the fair or conference. So job observers can directly interact with our careers expert
FOX NETWORKS GROUP GERMANY GMBH, RTL2 Fernsehen GmbH & Co. KG

APOCALYPSE LIVE

achtung!
THE WALKING DEAD - the current seasons launches in Germany in fall 2016. RTL II and FOX wow the fan community with a promotion that has never been done before: the first interactive Facebook live game. Two YouTube stars, abandoned in a barren wasteland, surrounded by zombies, streamed live on Facebook. The premiere: the users decide what the two should do by using the Facebook reaction buttons.
Generali Italia S.p.A.

#viviamopositivo

TheGIRA srl
#viviamopositivo was a tour through the whole Italy, in 50 days, from the Alps to to Sicily, with 4 funny rickshaws! More than 15 teams of bloggers and influencers drove the Country discovering tipical foods and recipes and celebrating Italy and its popular cuisine. On the go, they met Generali sales people in more than 50 parties! and 10 out of these 50 became episode of a SKY cooking tv program.
Robert Bosch GmbH

Senochestra

How do you get a company that’s known for spark plugs and power tools communicatively on its way to becoming a leading provider in the Internet of Things? By making music, through the noises of networked devices – and by dancing to them. The awareness campaign reached 340 million impressions from relevant target groups in the focus markets US, UK, Germany and India.

4. Communications Team of the Year

Winner

Digital Communications at the University of Cambridge

Djembe Communications Global Team

Mercedes-Benz Social Media Team of the year

Marketing & Communications team of Wärtsilä Services

5. Companies

Winner
Institute Straumann AG

Rock dentistry

A revolutionary impression at the largest dental congress worldwide IDS and beyond? For the audience and those who that won´t get a chance to go there? More than a booth? With a surprising record breaking digital campaign. Before and after IDS Straumann rocked dentistry with its own rock song, web experience, Social Media song contest, Virtual Reality tour, live rock on stage shared worldwide.
EOS Holding GmbH

The debt collectors’ way

Debt collection is an important economic service but its public perception is often very detached from reality. EOS is frequently confronted with negative images and bad prejudices against debt collection. Three short films deliberately play with those stereotypes with the aim of making the taboo topic of debt collection an objective subject of conversation.
Henkel AG & Co. KGaA

140 years of Henkel – an integrated online campaign

We’re celebrating our birthday! To mark Henkel’s 140-year jubilee on 9/26/2016, we developed an integrated communication campaign that centered around Henkel’s 140-year success story. We told Henkel’s story in an emotional, eye-catching and playful manner, and addressed our target groups through a combination of internal and external online channels.
Zott Polska Sp. z o.o.

Zott Monte – „Monterzy”

GoldenSubmarine Sp. z o.o. Sp.k.
In 2016, we decided to support a new 2-chamber Monte dessert variant with add-ons among its target group of young adults. We invited them to become “a Monter”, a worker in our crazy Monte Factory, and create the very new Monte variant, designing layout and flavour combination in the creator. Results? Almost 50.000 designs and unique brand experience for hundreds of thousands of users!

6. Associations & NGOs

Winner
Kofi Annan Foundation

Extremely Together: Young people coming together against violent extremism

GSDH, Plain Sense
Young people relate best to other young people.From over 500 applicants, we selected 10 young counter extremism activists to join forces &, as “Extremely Together”, draft the world’s 1st counter-extremism guide for the young. We created a digital version of the guide with a lot of video content and position the 10 as role models.They are now empowered in their own work & often appear in the media.
Winner
UNICEF

UNICEF, #EmergencyLessons

Weber Shandwick
After humanitarian disaster, school is as important to children as food and medicine. UNICEF wanted to get investment in emergency education up the public agenda; we created 7 unforgettable films. Fusing documentary-making with social-thinking, children living through disaster told their stories and gave simple social assignments. #EmergencyLessons reached 700 million+ across social channels.
Berufsverband der Deutschen Dermatologen e.V.

Please touch - together active against Psoriasis

Edelman.ergo GmbH
The campaign "please touch" for the Professional Association of German Dermatologists shows that affected persons suffer physically and mentally from psoriasis. The campaign shows possibilities of (self-)help and motivates to visit a dermatologist as well as to try a therapy with modern medicines. The interlocking measures reach millions and links to the website with more in-depth information.
NORAD

• Daron – The quest for knowledge, Norad – the Norwegian Agency for Development Cooperation

Hill+Knowlton Strategies
NORAD had one simple aim: to chance the perception of Norway’s global aid contribution and reputation among Norway’s 18-30 year olds. Moving beyond traditional charity campaigns, the PR agency created DARON – a creative cyber-game built to inform and engage 18-30s on their own platforms, and remove apathy towards Norway’s international aid.
Oxfam Novib, TamTam

Humanity Checker

How humane is the proposed treatment of refugees in the programmes of Dutch political parties? Oxfam Novib analysed all the programs of the political parties and mapped their respect for the rights of refugees and their compliance with international treaties.We created Humanity Checker: an online platform which presents their results.

7. Institutions

Winner
Bayerischer Handwerkstag e. V.

Makers Wanted - Teenage Craft Heroes

Ketchum Pleon GmbH
Trades like hairstylist, baker or plumber are considered uncool by young Bavarians. So there is a severe shortage for apprenticeships. To fill the gap of 5.5k open jobs (Bavarian Crafts Association)., we designed a campaign to attract teens on their terms. We positioned these jobs as heroes’ work, and a bright career choice. In only 8 month we managed to hire over more young Bavarians into trades.
Ecole hôtelière de Lausanne (EHL)

What's the future of hospitality? Visionary student ideas come to life

A futuristic video clip, blog and online contest engaged students and professionals to think outside the box and imagine the future of hospitality. We empowered them to become an active contributor to the industry and the winners saw their idea come to life in a professional video. Success was measured by high social media reach, and especially engaging and positive feedback from audiences.
European Commission - DG Employment, Social Affairs & Inclusion

European Vocational Skills Week

Ecorys
The value of vocational skills and training is often overlooked, but we reached millions to change perceptions during the first ever European Vocational Skills Week for the European Commission. Our integrated campaign put the message in the hands of our audience under the slogan ‘Discover your talent!’ Trending on Twitter for 18 hours, #EUVocationalSkills reached 8.9 million across Europe.
King's College London

Spotlight

Spotlight communicates stories of global impact from King's College London. Engaging digital content about our innovative research and dedication to the service of society has been seen by nearly 100,000 people in just eight months. Content is updated on a rolling basis under five category pages: arts & culture; health; law & society; technology & science; and world.
RUStelefonen

Sensible drinking

Nucleus AS
The Norwegian national drug helpline, RUStelefonen, wanted to reach out to youngsters and young adults, between 17-23 years, with their new app “Drikkevett” (Sensible drinking).By clever use of channels and digital communication, combined with traditional media coverage, the app was downloaded more than 25,000 times within a week after launch – exceeding all expectations.

8. B2B Communication

Winner
KONE Corporation

Machine Conversations (24/7 Connected Services)

Imagine if elevators could talk. Imagine if people could hear the conversations between machines.With Machine Conversations, KONE, worked with Helsinki-based creative agency, hasan & partners as well as IBM Watson, to bring elevator conversations to the world.The campaign showed the KONE services in real-time, capturing the public imagination through global print, online and TV coverage.
Institute Straumann AG

Rock dentistry

A revolutionary impression at the largest dental congress worldwide IDS and beyond? For the audience and those who that won´t get a chance to go there? More than a booth? With a surprising record breaking digital campaign. Before and after IDS Straumann rocked dentistry with its own rock song, web experience, Social Media song contest, Virtual Reality tour, live rock on stage shared worldwide.
Merck

#catchcurious

fischerAppelt, Fork Unstable Media
Breakthroughs begin with curiosity. With curiosity at the heart of its first ever brand campaign, science and technology company Merck started #catchcurious – a global initiative to promote increased curiosity among B2B audiences. In its first five months, the campaign microsite recorded 3.2 million page views. Influencer partnerships amplified the message to over 37 million contacts worldwide.
Robert Bosch Power Tools GmbH

#builtwithBosch

Jeschenko MedienAgentur Berlin GmbH
#builtwithBosch is the first influencer-platform for professional craftsmen (PROs) across Europe. PROs are busy & have limited time to share job-experience during working hours. At #builtwithBosch they test the tools during work and share/discuss job results with others. Bosch provides products + platform. Result: +3.700 applicants and +20 Mio. reach ONLY in the small European B2B target group.
Sartorius

Connect Upstream - From Cell Line to Manufacturing

Bartenbach, Die Signmaker, Lingner.com, Roberts Marken & Kommunikation, Stanwood, Studio Mirko Phla, Werbeagentur blackbit, broschk-design, burkhard lang media design, innovation.rocks, klartext, weckner media+print, zweitblick.tv
Sartorius' global B2B campaign "Connect Upstream" convinces high-level decision makers in the biopharmaceutical industry of the strong synergies it offers by providing the most complete upstream portfolio in the market. This product platform allows for clever solutions to the most pressing challenges of pharma clients in order to produce their medications both efficiently and economically.

9. Product Campaign

Winner
McCulloch / GARDENA Deutschland GmbH

DUELL DER MASCHINEN / BATTLE OF MACHINES

KARKALIS COMMUNICATIONS
Communication boost for McCulloch garden power tools: The BATTLE OF MACHINES with former national goal keeper and wrestler Tim “The Machine” Wiese and YouTube car tuning star JP Kraemer combined influencer marketing, social media, PR and event communications. The Content Marketing campaign generated buzz in the target audience, with more than 115 million digital reach and 6.5 million video views.
Adobe

The Hovering Art Director

LEWIS
Every creative professional knows the Hovering Art Director: the micro-manager who stands over their shoulder, providing unsolicited feedback, like “Let’s try this sunset as a sunrise.” Together with ACHTUNG!, mcgarrybowen and LEWIS, Adobe created a hilarious campaign around this character to promote Adobe Stock. Including video, social, an online competition and a unique action figure.
Gong - Bistro Social s.r.o

Rupturalism

Our task was to promote new Lenovo Moto X Force with a shatterproof display via online media using only with a limited budget.We used texture cracks of broken diplays as stories hidden in their origin.We created trend called rupturalism, increased this trend to a real art in collaboration with a painter, linked this art direction with a MotoXF.Rupturalism campaign has become a social phenomenon.
Mediaschneider AG, Swisscom (Schweiz) AG

WINGO Porn Campaign

The four big telco players in Switzerland can only gain more market share by predatory competition. Thus, Swisscom decided to launch a very competitive mobile offer for its recently introduced low-price brand «Wingo». The core target group is male, 26 - 45 years old, open-minded and price-sensitive. So why not advertise in a high-affinity environment like porn sites? «Wingo clients come faster!»
RFSU

F*ck like a Finn

Miltton
Introducing the sexiest country in Europe: Finland. What started as a study into Finnish sexual culture and national psyche, soon turned into condom PR. The campaign film gained a million views before any paid promotion, and was covered by almost all main media in the nation. When you see the nation’s favorite weatherman blow condom balloons on live television, you know your campaign is a turn-on.

10. Product Launch

Winner
TAP Portugal

Portugal Stopover

Fullsix Portugal
TAP’s Portugal Stopover program gives clients who choose TAP Portugal to fly between North and South America to Europe or Africa and vice-versa, the opportunity to stop in Lisbon or Porto for up to 3 days. There’s no extra cost to the airfare and exclusive benefits are also provided, such as special hotel rates, free experiences, complimentary wine and discounts only available for these clients.
Gong - Bistro Social s.r.o

Rupturalism

Our task was to promote new Lenovo Moto X Force with a shatterproof display via online media using only with a limited budget.We used texture cracks of broken diplays as stories hidden in their origin.We created trend called rupturalism, increased this trend to a real art in collaboration with a painter, linked this art direction with a MotoXF.Rupturalism campaign has become a social phenomenon.
Hamburg Marketing GmbH

The Elbphilharmonie Grand Opening

Jung von Matt AG, achtung!
For years, the public has had trouble believing in the Elbphilharmonie in Hamburg. How can we regain the hearts of the people and fill an international public with enthusiasm for the opening? By painting the music of the opening concert live on the façade of the Elbphilharmonie. A strong image that is understood around the world and is an inspiration, and that has never been seen before.
RUStelefonen

Sensible drinking

Nucleus AS
The Norwegian national drug helpline, RUStelefonen, wanted to reach out to youngsters and young adults, between 17-23 years, with their new app “Drikkevett” (Sensible drinking).By clever use of channels and digital communication, combined with traditional media coverage, the app was downloaded more than 25,000 times within a week after launch – exceeding all expectations.
Shell/Edelman

What Drives You

Combining the latest in emotional intelligence technology, ChatBots, mobile apps, weather and traffic information Shell created the most advanced global driving experiment and invited 300 drivers in the Netherlands to be a part of it. The findings were unveiled at the Shell V-Power immersive product launch event in Amsterdam that sparked new conversations with online influencers and media.

11. Employer Branding & Recruiting Campaign

Winner
Castenow Communications GmbH

Die Rekruten

The first YouTube reality docu in history of advertising. 12 weeks. 12 recruits. One series. In over 80 episodes the campaign delivers unadorned and authentic insights into everyday life in the Forces. All episodes achieved the YouTube trends. The campaign surpassed all expectations. "The Recruits" was an overwhelming success. It was a topic of conversation in school yards and on the web.
Bank of Ireland

How Bank of Ireland went small to get big results.

Atomic, Clinch
In recruitment, nothing beats having a face to face conversation. Bank of Ireland created a series of small, well-crafted networking and recruitment events. We then turned to our digital assets to solve a physical problem - getting the right people in the room. Using our mobile first career site and social media channels we were able to increase hires and efficiency, while reducing cost!
Deutsche Bahn AG

Arbeitgeberkampagne: Together we'll be great (Willkommen, Du passt zu uns)

'Together we'll be great' is the claim for DB's new global employer branding campaign. The campaign focuses on disarming honesty and presents the company as an organisation that acknowledges its imperfections and wants to improve itself with 'can do' employees. DB successfully puts Digital at the heart of the Candiate Journey and its Employer Brand. Facebook Engagement: +900%, Applications +37%
Dura Vermeer

Dura Vermeer - But what can you do?

PROOF
Dura Vermeer is one of the biggest construction companies in the Netherlands. Its ambition is to become one of the top three pioneers in the construction sector, but they need to recruit new talent for that. The company asked PROOF to help it develop a high impact employer brand, which led to an increase in brand exposure and more vacancies filled.
ING

Kudos

TwoFish
Kudos is an online platform that allows employees to give colleagues ‘Kudos’ –a digital compliment– anytime, anywhere, tagged to one of ING’s Orange Code behaviours. Enabling employees to reward each other in a fun and impactful way, while we build a companywide feedback culture. Beyond most optimistic predictions, more than 50% of our 53.000 employees downloaded and used the app within 3 months.

12. Issues Management

Winner
Fraport AG

360° real-time stress test: Crisis training at Frankfurt Airport

Klenk & Hoursch AG
Social media accelerate a crisis, as they allow information, pictures and videos to spread rapidly. In order to be prepared for the emergency, Fraport AG regularly trains processes, tools and team set-up. Channels like Facebook, Twitter and YouTube are simulated in a highly secure environment. The result: short reaction times, information all set and well-established proceedings.
Centrica plc

#JeSuisPaul

Caught up in an inadvertent Twitter storm on the first anniversary of David Bowie's death, the British Gas Digital Communications team took on the sudden influx of angry tweets and journalist calls, manging to turn around the negative sentiment, resulting in public support on twitter and positive coverage of the issue in the press.
TenneT TSO GmbH, TransnetBW GmbH

Maximised transparency – Innovative online participation in Germany's largest electricity grid project

Arcadis Germany GmbH, ILF Group Holding GmbH, navos - Public Dialogue Consultants GmbH
SuedLink (SouthLink) is the largest infrastructure project in Germany’s “Energiewende”. A new law requires the DC power line to be laid underground. This means rethinking the planning & communication – and an opportunity! Via the innovative WebGIS platform, politicians & citizens can view all planning data and provide input. The most comprehensive early participation there’s ever been in Germany!

13. Viral Communication

Winner
Alfred Ritter GmbH & Co. KG, elbkind GmbH

RITTER SPORT Unicorn

In these times of data analytics, listening is easier than ever before. So that’s what we did – and isolated one of the biggest trends of the younger generation. Armed with this insight, we developed a magical and strictly limited product: the Unicorn. The result was finally the biggest hype of the German Internet history!
Winner
HSBC

HSBC NOW: Jennifer's Wedding

MerchantCantos
How does a global bank show its workforce, customers and future employees that it’s diverse and inclusive?Instead of a corporate film, HSBC NOW told a real-life love story about an employee and the difficulties she faced in having a same-sex wedding.The film registered more than 12 million views and demonstrated HSBC's diverse and inclusive culture.
Fox Networks Group Germany GmbH

FOX – The Walking Dead Mid-Season Break Campaign

During the mid-season break of The Walking Dead, FOX faced the challenge of maintaining high levels of fan engagement. The strategy: focus on creating innovative content by reimagining the show in different genres to excite our Facebook fans. Results: most successful campaign ever, generating a reach of 9.6m and driving the highest ratings of any season return in the history of FOX Germany.
Philips UK

Philips OneBlade x UNILAD

OneVoice
To demonstrate to 18-24 men that the OneBlade can trim, edge and shave, we partnered with UNILAD - the world's most popular Facebook page. It created a video demonstrating the OneBlade as an innovative grooming tool.It achieved 10m views within 24 hours and ultimately reached over 25m people within a week of posting. Overall, it secured a 300% increase on UNILAD’s average Facebook engagement

14. Internal Communication

Winner
DFDS A/S

DFDS 150th Anniversary :: Jubilee Seaways

Marvelous, Warren Elsmore Building Excitement
In connection with the celebration of DFDS' 150th anniversary, all 7000 employees banded together to build the Guinness World Record World's Largest LEGO Ship, using more than 1 million LEGO bricks. The campaign was both internal, involving all employees, and external, involving showcasing our 12 meter long LEGO ship at events all over Europe from August 2016 through April 2017.
HSBC

HSBC: Fighting Financial Crime

MerchantCantos
HSBC re-ignited its internal anti-financial-crime message with bold and shocking films featuring convicted financial criminals.A people trafficker and a major accounting fraudster revealed how their crimes worked and how they could have been stopped.On the HSBC intranet, these films achieved record audience figures and encouraged a renewed conversation about a crucial subject.
International Federation of Red Cross and Red Crescent Societies, Open Lab, Newcastle University

WhatFutures

WhatFutures is a Massive Multiplayer Online Role Playing game played entirely through WhatsApp, where participants play together in small teams to complete a series of challenges. The first phase of this project was rolled out in 5 countries, Kenya, Bulgaria, Finland, Hong Kong and Australia. Almost 500 young people participated in the 10 day long game and contributed to Strategy2030
Merck KGaA

Merck Innovation Center - "Fuel for Innovation" Kampagne

TWT Interactive GmbH
Do you know the Merck innovation center? If not, then you have something in common with many Merck employees. We created a cross media campaign that encourages the employees to engage with the theme innovation in an entertaining way through use of gamification and an intriguing story. More than 25 % of employees took part in the campaign – the most successful internal campaign of Merck ever.
Telenor

Android Badass

Hill+Knowlton Strategies
Does this phone express my lifestyle? That is the primary concern of a consumer when buying a new phone. Yes, most phones are sold based on technical features. Telenor wanted to boost the sale of Android phone by increasing sale staff's knowledge and transform this knowledge to concrete customer needs. Android Badass training had 75% employee participation and a strong increase in Android sales.

15. Public Affairs

Winner
TenneT TSO GmbH, TransnetBW GmbH

Maximised transparency – Innovative online participation in Germany's largest electricity grid project

Arcadis Germany GmbH, ILF Group Holding GmbH, navos - Public Dialogue Consultants GmbH
SuedLink (SouthLink) is the largest infrastructure project in Germany’s “Energiewende”. A new law requires the DC power line to be laid underground. This means rethinking the planning & communication – and an opportunity! Via the innovative WebGIS platform, politicians & citizens can view all planning data and provide input. The most comprehensive early participation there’s ever been in Germany!
NVPI, TamTam

Film.nl

Legal alternatives for watching films and series pop up like mushrooms. However, not everyone is switching yet. The most important reason? The content is completely fragmented. That’s why we created Film.nl, a website and app that guides you to a legal source.
VodafoneZiggo

"De Tweede Kelder" an alternative political TV show

VodafoneZiggo gave 33 students the opportunity to create a daily political TV show prior to the national Dutch elections. For 2 months they were trained and equipped with all the tools needed. We combined our CRP, focused on improving the digital skills of ‘the talent of the future’ with the company’s core business: 'video content' and generating easy access to politicians

16. CSR Communication

Winner
Vodafone

Reduce CO2 with ICT

Glasnost
Using Information and Telecommunication Technology to reduce carbon emissions is not a new understanding. But the awareness of this positive effect of the usage of ICT is low. This campaign targets the B2B decision makers and inspire them to think different. Less CO2 by ICT (minder co2 door ICT-> which rhymes in Dutch) is endorsed by the largest NGO (Nature and Environment) of the Netherlands.
Bluforce MarKom GmbH, Lidl Österreich

Auf dem Weg nach morgen

With its initiative “Auf dem Weg nach morgen“, Lidl Austria increasingly advocates sustainable economy and the responsible handling of resources. The resulting 60-page sustainability report should deliberately not be presented and made available to the general public in printed but in digital form.
Google Belgium, Google UK, Test-Achats / Test-Aankoop

Cybersimple- Empowering Belgian consumers to protect themselves online

Essence, MostWanted, OMD Belgium
The internet is constantly changing, influencing how we live and work - keeping up is vital to be able to benefit fully from new opportunities it offers. We want all Belgians to seize those online opportunities while remaining safe and secure. That’s why Test Achats and Google developed the Cybersimple campaign to educate and empower consumers to protect themselves for a safer online experience

17. Cross-Media Campaign

Winner
Interpolis

Everyone in the Netherlands in #AutoModus

&
With its ‘Everyone in the Netherlands in #Automodus’ campaign, Interpolis has made a significant contribution to road safety, while exceeding its commercial targets at the same time
AccorHotels Deutschland GmbH

#MyJourneyBegins

#MyJourneyBegins is an integrated, cross-media communication campaign that positions the brand AccorHotels as the best travel partner. Individualized sneakers enabled bloggers, journalists, employees and social media followers to act as brand ambassadors during the ITB 2017 and beyond. The sneakers became a symbol for the beginning of a journey with AccorHotels. Online and offline.
Fox Networks Group Germany GmbH

National Geographic – Mars Campaign

Mars was the first program on National Geographic that combined fiction and factual content within one series. This approach necessitated driving tune-in messaging, creating local relevance, and tapping into current events by partnering with the European Space Agency. Result: unprecedented media reach for the topic and innovative partnership between private and public sector organizations.
Peperami, Spider

Peperami Hangry Holes

Ministry of Fun, On A Boat
A disruptive campaign to support the launch of the Peperami TV advert about filling the hole in consumer's stomachs. Spider launched an overnight stunt to name & shame over 100 of the worst potholes in the capital. This was amplified with a social and digital campaign that was viewed over 20 million times, reached 14% of their target audience and achieved an average engagement rate of 9.5%.
Vodafone Turkey

#WeAreBlackEagles

Tribal Worldwide Advertising Agency İstanbul
Vodafone is the main sponsor of Beşiktaş, who have the most creative football fans in Turkey. To increase its “Black Eagles” loyalty base, Vodafone tapped into this creative power by crowdsourcing their entire advertising campaign. Using social media, the campaign song, casting and visuals were crowdsourced by Beşiktaş fans. The campaign reached 13m people, and the loyalty base increased by 70%.

18. Content Marketing

Winner
upc

BlueGlass & UPC - eSports.ch - Gaming Hero Content

BlueGlass Interactive
The Swiss telco provider UPC has secured a leading role as entertainment provider. Their eSports engagement is garnering lots of trust and credibility with a young, active crowd. BlueGlass’ 3-phases “eSports.ch” campaign started with an infographic, evolved into the #1 Swiss eSports hub and eventually turned into a video production start-up with its own TV show.
THE HISTORY CHANNEL (GERMANY) GMBH

Wigald & Fritz - Die Geschichtsjäger

To push our local production we produced drone videos and 360-degrees videos of each location & placed them on our website, Facebook &YouTube. All videos included relevant facts about the respective location. The 6-part series “Wigald & Fritz - Die Geschichtsjäger” follows TV personality and history buff Wigald Boning & urban explorer Fritz Meinecke to Europe’s most spectacular abandoned places.
TOYOTA Deutschland GmbH

C-HR Festival Berlin

POPULAR COMMUNICATION GmbH, marbet Marion & Bettina Würth GmbH & Co. KG
The Toyota C-HR Hybrid has been designed to offer a consumption reduced mobility solution for a young design and ecological orientated target group. Also Toyota wanted to create a stable long term relationship with completely new friends of their fascinating goal to produce 100% emission free mobility by 2050. We needed to find a great starting point to roll out a digital communication campaign.
adidas

GamePlan A

adidas’ content hub GamePlan-A.com focuses on the intersection of sport, business & lifestyle. By applying a distinct cultural filter to all activities and content, it builds a community of employees, potential candidates and like-minded creators who are all inspired by the same idea: to connect their creative & entrepreneurial ambitions with the values, ideas & behaviors they know from sports.

19. Online Storytelling

Winner
Deutscher Sparkassen- und Giroverband e.V., Jung von Matt/SPREE GmbH

DEBT COLLECTOR FOR HIRE - An innovative online campaign for an innovative banking-app-feature

Chimney Deutschland GmbH, Markenfilm Berlin GmbH, Sparkassen-Finanzportal GmbH, UFOMAMMOOT GMBH, WhatsBroadcast GmbH, Wonderlandmovies GmbH
For Kwitt, Sparkasse’s newest app feature for mobile money transferring, we created an online campaign with an unusual testimonial: a debt collector. Via Facebook-Messenger users could hire him for various missions. Behind the concept was the world’s first chatbot featuring creative storytelling. Users would experience a fun chat before receiving a personalised video generated from the dialogue.
Alfa sko as

The explorer

PR-operatørene
The traditional Norwegian shoe fabricant, ALFA, defines their mission to contribute to better hiking experiences. In 2015 they hired one man to walk for one year, in mission to inspire people to an active lifestyle. During “The Explorer” ALFA has experienced a sales increase of 12% and an increase in web traffic of 84%. The project has increased the SoMe followers in ALFA’s channels of 817%.
HSBC

HSBC NOW: Jennifer's Wedding

MerchantCantos
How does a global bank show its workforce, customers and future employees that it’s diverse and inclusive?Instead of a corporate film, HSBC NOW told a real-life love story about an employee and the difficulties she faced in having a same-sex wedding.The film registered more than 12 million views and demonstrated HSBC's diverse and inclusive culture.
Mercedes-Benz

#MBdolomates – Breaking new ground in Social Media

On August 2, 2016, Instagram launched a new format: Instagram Stories. Almost overnight, six influencers from the German Roamers got into two Mercedes-Benz G-Classes and drove towards the Dolomites. Traveling through the mountains with them via the web are the followers of the global Instagram account of Mercedes-Benz. The authentic target-group campaign #MBdolomates yielded 47 million contacts.
Piraeus Bank, Piraeus Bank

The Courage Book

Rogalski Damaschin Public Relations, Rogalski Damaschin Public Relations, Rogalski Damaschin Public Relations, Rogalski Damaschin Public Relations, Rogalski Damaschin Public Relations, Rogalski Damaschin Public Relations, Rogalski Damaschin Public Relations
In a country with less than 300 public libraries and where 42% of children are functionally illiterate, Piraeus Bank wanted to empower people. The bank gathered real life stories about real acts of courage in The Book of Courage. More than 2,000 books were distributed in 40 public libraries in Romania reaching more than 40,000 children and inspiring them to read and become a brave generation.
Össur

#MyWinningMoment

Lars Veenstra Media
Össur's mission is to develop technologies that help people enjoy life without limitations. From running a marathon or catching a runaway toddler, each person’s life is filled with everyday victories, both large and small. Össur’s #MyWinningMoment is a contest that celebrates this mobility, by inviting adult amputees to share their stories via photo or video on www.mywinningmoment.com

20. Brand Relationship

Winner
Mazda Suisse SA

Mazda Speed Dating

Fabrikant/J.Walter Thompson Switzerland LSA
In challenging conventions to make things better, Mazda is constantly on the lookout for new and innovative ways to interact with (potential) new customers, ideally winning product commitment.
Deutsche Lufthansa AG, Kolle Rebbe GmbH

TravelKiosk

We gave Germans a taste of new places with our digital kiosk. Shop-owners from Asia and the USA were live-streamed to the streets of Germany, giving away 10,000 exotic items. This was enabled by a videoconferencing system and integrated vending machine. The kiosk was seen by 350,000 visitors and shared 7.8 million times, making it Lufthansa’s most successful promotion in the past 10 years.
EDP - Energias de Portugal S.A

EDP 40 Years - Brand Relationship

In order to involve EDP customers in the 40th anniversary two engagement activities were developed: one on the Comunidade EDP site, and the other with the popular Portuguese comedian, António Raminhos. Results: Comunidade EDP initiative : the largest ever participation rate Raminhos initiative: The third-most watched video on EDP’s YouTube channel
Johannesbad Holding AG & Co. KG

SEI DABEI (JOIN IN)

Monaco Friends GmbH
MONACO FRIENDS created the “JOIN IN” campaign for the Johannesbad Group – a charismatic and appealing campaign that communicated an authentic story. The complex project combined HR and image campaigns into a carefully orchestrated social media drive. It successfully inspired Johannesbad employees to take part, and gave an enormous boost to the company’s profile among its clients and partners.
Össur

#MyWinningMoment

Lars Veenstra Media
Össur's mission is to develop technologies that help people enjoy life without limitations. From running a marathon or catching a runaway toddler, each person’s life is filled with everyday victories, both large and small. Össur’s #MyWinningMoment is a contest that celebrates this mobility, by inviting adult amputees to share their stories via photo or video on www.mywinningmoment.com

21. Influencer Communications

Winner
McCulloch / GARDENA Deutschland GmbH

DUELL DER MASCHINEN / BATTLE OF MACHINES

KARKALIS COMMUNICATIONS
Communication boost for McCulloch garden power tools: The BATTLE OF MACHINES with former national goal keeper and wrestler Tim “The Machine” Wiese and YouTube car tuning star JP Kraemer combined influencer marketing, social media, PR and event communications. The Content Marketing campaign generated buzz in the target audience, with more than 115 million digital reach and 6.5 million video views.
Fitbit

The Fitbit Squad

FleishmanHillard Germany GmbH
Fitbit loves moving and everyone moves in some way. But why people move is highly dependent on their individual way of life. As hype about wearables was decreasing, we needed to elevate Fitbit from a product-focused approach and further infiltrate pop culture. We created The Fitbit Squad - 8 micro influencers with a perfect mix of lifestyles, to precisely hit Fitbit’s moving targets.
MEC GmbH, Vodafone GmbH

Vodafone CallYa - #RoamlikeHome

Summer vacation – the best time of the year for all students. But roaming costs and the fear of unpayable mobile bills turn the smartphone usage abroad into an expensive undertaking. Not with Vodafone! CallYa is the first German prepaid offer that eliminates all roaming costs – one year in advance to the legal change. 4 Social Media Stars take the target group on a journey all over Europe.
Robert Bosch Power Tools GmbH

#builtwithBosch

Jeschenko MedienAgentur Berlin GmbH
#builtwithBosch is the first influencer-platform for professional craftsmen (PROs) across Europe. PROs are busy & have limited time to share job-experience during working hours. At #builtwithBosch they test the tools during work and share/discuss job results with others. Bosch provides products + platform. Result: +3.700 applicants and +20 Mio. reach ONLY in the small European B2B target group.
Zandbeek

AnOther City Trip

To attract more foreign visitors to downtown Eindhoven, we launched an influencer campaign in which we invited several bloggers from all over Europe. For 24 hours they submerged themselves in the ‘Eindhoven experience’. Their assignment? Go out and create an international online buzz around Eindhoven with awesome user generated content. And they did. The results exceeded all our expectations!

22. Online Competition

Winner
Adobe

The Hovering Art Director competition – share your best line?

LEWIS
Every creative professional knows the Hovering Art Director: the micro-manager who stands over their shoulder, providing unsolicited feedback, like “Let’s try this sunset as a sunrise.” Together with ACHTUNG!, mcgarrybowen and LEWIS, Adobe created a hilarious campaign around this character to promote Adobe Stock. Including video, social, an online competition and a unique action figure.
Edelman Spain

Find #Jacks150-Barrel Hunt Competition

Jack Daniel's celebrated its 150th anniversary hiding 150 barrels around the world. Three of them in Spain. And Jack's fans had to find them. How? Following the clues on social media channels, creating a competition where the audience had to step up from the online to the offline, moving the community from their screens to cheer together celebrating the Barrel Hunt.
PostNord Sverige

#mypostagestamp

MSLGROUP Stockholm
For the first time ever, Swedes had the opportunity to get their Instagram photos on real postagestamps. #mypostagestamp combined the power of physical mail with digital communication and created a platform to communicate core messages about PostNord over time. The campaign was built upon co-creation and received more than one new contribution every six minutes, round-the-clock, for three months.
Sandoz International

Sandoz HACk - Healthcare Access Challenge

Despite decades of medical advances >2bn people can't access medicines and >400m lack access to essential health services.To tackle this Sandoz launched the HACk - Healthcare Access Challenge to find young people with small ideas that would have a big impact on improving healthcare in local communities.This resulted in 150 ideas from 30 countries (exceeding the target by 200%) and 3 great winners.
UBS Switzerland AG

UBS Switzerland AG - CampusBreak - Student Online Competition Campaign

Equipe
Each year UBS kicks off a campaign to win over students to open up a new bank account with specific student benefits. This year UBS all based on the highly releavant theme of travel. With an oline competiton: Which are the destination on the 360degree pics? Almost 34,000 participants, + 13.5% new bank accounts vs PY made it one of our most successful youth campaigns ever.

23. Social Customer Service

Winner
Bosch Service Solutions

Digital Hub Bosch Listen & Command (BLC)

Bosch wants to provide an outstanding 24/7 customer experience. With the Digital Hub Bosch Listen & Command (BLC), we set up an innovative in-house service portfolio, incl. Community- and Issue Management, Social Media Monitoring and Content Management. Monitoring +40 social platforms in 13 languages, we enabled an international set up with regional focus speaking with one voice to our customers.
Boehringer Ingelheim, Cohn & Wolfe

Think.Act.Breathe - Chatbot

Almost one in two people with asthma suffer symptoms despite therapy, putting their health at risk. Worryingly, they accept this as normal. Think.Act.Breathe. campaign was created in response with Tabatha, the first pharmaceutical disease education chatbot, deployed on Facebook to help people recognise and manage symptoms better. Its use of AI is a bold, new industry approach to customer care.
City Service SE

Community news project "Neighbors Talk"

Project Kalba Kaimynai (Neighbors Talk) is an unique and a hyper-local news service, active in 8 towns of Lithuania. Original news content coverage is provided for 20 districts in major cities and 4 smaller towns. Project unites local communities and publicize information about their town/living area. It also promotes interest in their living environment, supervised by companies of City Service SE

24. Website

Winner
ŠKODA AUTO a.s

ŠKODA HR career website

Bistro
ŠKODA AUTO is one of the largest employers in the Czech. To serve not only job seekers but also the wider general public, ŠKODA AUTO’s new microsite serves to present the company as a modern employer from the human perspective. The site introduces its users to ŠKODA’s departments, explains the employment benefits available in ŠKODA AUTO and offers an easy-to-use job search.
Accenture Interactive

ANA - Aeroportos de Portugal

From a strategy focused on improving the passengers experience, Accenture redefined the position of ANA Airports digital channels. Everything was thought and build from scratch, from site structure and information architecture to visual content. With a more welcoming tone of voice, a personalized experience and a clear positioning of the services, ANA communication became more effective.
Philip Morris International (PMI)

Philip Morris International -- Designing a Smoke-Free Future & the pioneering role of PMI.com

Emakina Group SA, Emakina Group SA
Philip Morris International (PMI) is building its future on smoke-free products that are a much better choice than cigarette smoking.Their vision is to design a smoke-free future by one day replacing cigarettes. This vision comes to life in a fresh and dynamic way on their new corporate website.
Robert Bosch GmbH, SapientRazorfish

Bosch.com Relaunch

Being placed at the heart of the website, the stories put Bosch’s solutions into context and show how Bosch keeps ‘inventing for life’. For the first time, you can see the mind-blowing breadth and depth of Bosch IoT services and solutions. The digital communication is setup to easily flow out into the world - made to be spread, it can fuel conversations way beyond Bosch’s own channels.
Royal Caribbean Cruises Limited

Revolutionising an online customer journey to give more people the holiday of a lifetime

EY-Seren
RCC customers were struggling to find the information they needed to make decisions about a cruise before entering the booking funnel, resulting in a high abandonment rate.EY-Seren revolutionised the user journey by redesigning search results and making information more accessible earlier, contributing to a 14 per cent increase in passengers (50 per cent higher than RCC’s forecasts).

25. Microsite

Winner
Hamburg Marketing GmbH

Elbphilharmonie: Architecture from the air

Jung von Matt AG, achtung!
The Elbphilharmonie: a crisis project criticized for many years and rejected by many. How can we win the hearts of the people and fill an international public with enthusiasm even before the opening? The idea: drone flights provide entirely new and previously unseen images of Elphi. For the first time, millions of people can discover a building of this scale interactively in flight.
Blueair

Air View

Burson-Marsteller, Rodolfo
How do you sell clean air in the Nordics? 9 of 10 people breathe polluted air – but in the Nordics, it is an invisible problem. Our concept was to bring Blueair’s purpose ‘Clean Air for Everyone’ to life by creating a digital service where people can see the particles in the air they breathe. As a result, sales of Blueair air purifiers increased by 61%, reaching an all-time high in the Nordics.
Henkel

Jubilee Timeline – 140 years of Henkel

grintsch communications GmbH & Co. KG
To celebrate Henkel’s 140 year jubilee, a digital timeline application was created that takes users on an emotional and playful journey through Henkel’s history. The interactive microsite was promoted among all target groups during a 360 degree campaign on digital tools & channels.
Moncler SpA

Freeze for Frieze

Purple PR, The Royal College of Art, Vegan Solutions S.r.l.
Moncler has taken another step down the path of supporting the creativity of tomorrow, this time in London with Moncler Freeze for Frieze, an exhibition of secret postcards in collaboration with the Royal College of Art and curated by renowed journalist Tim Blanks.
Vodafone

My Phone & Me

C-Section
We are always with our phones night and day. Since our target audience were Vodafone customers, we wanted to create engaging stories based on a massive data set about their phone usage. So we decided to interpret an entire year’s data as a unique love story for each customer and we presented this in the form of a personalized video includes unique offer based on their behavioral analytics.

26. Report (Annual & CSR Report)

Winner
Zalando SE

Zalando City Guide. Annual Report 2016

MPM Corporate Communication Solutions
Centerpiece of the report is the app which allows users to immerse themselves into „Zalando City“, a virtual fashion hotspot. Selected target groups were provided with virtual reality (VR) glasses, delivered in a suitcase mock-up, allowing for a full VR experience. The online version of the report shows the success of Europe’s biggest online fashion marketplace in a 360° view.
Finavia

To the top of the world - how Finavia killed its annual report

Miltton
Finavia killed its traditional annual report with user-centric, social media and content driven approach. Simultaneously, the publicing cycle was broken down and content production became ongoing. As a result, Finavia tripled its annual report readers, and set an example to others by proving that the time of ineffecting reporting is over.
Jyske Bank

The "Social Content" Annual Report: From A to Z

Jyske Bank went back to the digital drawing board with its 2016 annual report. The result was a social content annual report, designed to tell small stories that are perfect for sharing.
Novozymes A/S

The Novozymes Report 2016

BystedFFW
Novozymes is one of the most ambitions companies in terms of producing annual reports and were looking for a tool that would allow them to launch their annual and CSR report as the first company on the Danish Stock Exchange. Sitecore allowed them to do that with a specially designed component allowing them to automatically take content from Word and Excel and put it on the website and PDF.

27. Intranet

Winner
Continental AG, Continental AG, Continental AG

Relaunch Continental Intranet

]init[ AG für digitale Kommunikation
Replacement of the old, static by a thematic and newsbased intranet. Connect Continental across all business sectors and disciplines and enable communication between the company and employees on all types of devices. Integration of all collaboration systems (e. g. DAM, document management, social collaboration platform).
DSM

One intranet news site to reach all 20,000 employees: The DSM News Center

With the DSM News Center we created ONE intranet page where employees can consume their personalized news. The News Center replaces 20 intranet sites and is set as default browser page. Based on user-profile, regional and business group or functional news is automatically selected for every employee. In addition, employees can subscribe to additional news sources based on their interest.
Enel Spa

New Global Intranet

Enel spa
An environment able to create a positive working atmosphere and develop a sense of community. The New Intranet cancels every digital gap between internal and external user experience. It is open to organizational, technical, market and business evolution and it is the place where every Enel citizen can work, find information for everyday activities and meet his colleagues.
Schaeffler

The new social intranet Schaeffler CONNECT - progress that unites us

Schaeffler has transferred its vision of a social intranet into reality and unites target-oriented information with user-generated contents in favour of communication and collaboration; worldwide across department borders. In doing so social principles like commenting, liking and sharing are established consistently. More than 31k employees are already engaging in the virtual meeting point.

28. Content Platform

Winner
Philips Lighting

My Technology Portal - The Gateway to Customer Needs

TriMM - Digital Craftsmanship
For many companies a portal is just another sales channel. For us it’s much more. My Technology Portal is a gateway that provide customers access to a digital landscape of connected platforms that enable them to get inspired, learn, stay up to date and interact with their account manager on daily basis. It also enables us to continuously learn about customer needs in order to improve our service.
Boehringer Ingelheim, Cohn & Wolfe

Think.Act.Breathe - Chatbot

Almost one in two people with asthma suffer symptoms despite therapy, putting their health at risk. Worryingly, they accept this as normal. For the established Think.Act.Breathe campaign, Boehringer Ingelheim and Cohn & Wolfe designed the first pharmaceutical industry disease education Artificial Intelligence chatbot platform on Facebook to help people recognise and manage symptoms better.
Garmin Deutschland GmbH

#BeatYesterday

#BeatYesterday is more than just a campaign. #BeatYesterday is an attitude and a way of living which motivates thousands of people to get a little bit better every day. With its online magazine, Garmin constantly creates emotionally connecting content about how to beat yesterday. The magazine contains more than 200 content pieces and gains about 100.000 visitors a month.
TenneT TSO GmbH, TransnetBW GmbH

Maximised transparency – Innovative online participation in Germany's largest electricity grid project

Arcadis Germany GmbH, ILF Group Holding GmbH, navos - Public Dialogue Consultants GmbH
SuedLink (SouthLink) is the largest infrastructure project in Germany’s “Energiewende”. A new law requires the DC power line to be laid underground. This means rethinking the planning & communication – and an opportunity! Via the innovative WebGIS platform, politicians & citizens can view all planning data and provide input. The most comprehensive early participation there’s ever been in Germany!
adidas AG

GamePlan A

adidas’ content hub GamePlan-A.com focuses on the intersection of sport, business & lifestyle. By applying a distinct cultural filter to all activities and content, it builds a community of employees, potential candidates and like-minded creators who are all inspired by the same idea: to connect their creative & entrepreneurial ambitions with the values, ideas & behaviors they know from sports.

29. Blog

Winner
South West College

Way out West

Way out West offers an alternative voice from South West College, providing news from our campuses, offering insight into student trends, shining a light on the future of education, employment and life in Northern Ireland, and commenting on wider stories from around the world. Through doing this & relating stories back to the college, it successfully showcases what South West College has to offer.
IBM

IBM Internet of Things Blog

The Watson IoT blog was established to help IBM achieve #1 placement in Google search results for IoT related terms – a goal it achieved just 5 months from launch. The blog meets the needs of the curious through to the knowledgeable through a range of posts from IBMers, influencers and academics. The near 60% organic search rate reflects the blog’s accessible style and engaging content.
NCC Sverige AB

Beyond Construction Blog

The Generation AB
Brand communication at it's very best. Focusing on relevant topics like buidling, cities of the future, infrastructure and the communities that we live in - but still thinking Beyond Construction. This blog is set to inspire and create a dialogue with it's visitors and followers.
The IKEA Foundation

The IKEA Foundation's IWitness Blog

Kindred Agency
The IKEA Foundation’s IWitness programme gives IKEA employees (co-workers) a life-changing chance to visit programmes connected to IKEA’s Good Cause campaigns, to explore how the partnerships help children and families around the world. The IWitness blog is a place for them to share their photos, videos and thoughts while they’re on the trips.

30. Mobile and Apps

Winner
Ons Tweede Thuis

Alternative communication app ‘Eline Speaks’

DutchGiraffe | Digital Creatives
Alternative communication app ‘Eline Speaks’ is an iPad app which helps people with disabilities communicate with ease.Eline is a social worker who cares for the disabled at ‘Ons Tweede Thuis’ (Our Second Home). In her work, existing communication tools have been an annoyance for years. They’re rigid and expensive, and they poorly fit the evolving needs of users and social workers.
AMAG Automobil- und Motoren AG

Discover by Migros - The AR App

Y&R Group Switzerland
The idea was to create an App that uses the Smartphones camera to recognize Migros products. “Discover” then suggests cooking ideas in Augmented Reality using or complementing the selected product. “Discover” also displays more than 80'000 customer ratings and nutritional facts. After its release “Discover” had media reach of 5.2 Million in a country with only 8.2 Million inhabitants!
Adcolony, BPN istanbul, Turkcell

Turkcell Fizy HeartRate

Thanks to innovative mobile technology by Fizy, Turkcell’s music service, users find desired songs suiting their moods, measured heartbeat by their mobile phones. Project raised awareness about Turkcell’s Fizy online music service among users and offer them an enriching experience with this content, realizing the communication with a creative media usage shifting target audience into the app
BAYERISCHER RUNDFUNK

BAYERN 3 App

BAYERN3 makes radio Interactive. User decide via song-battle function wich songs are played more often on air, share fotos and selfies from BAYERN3 events with appropriated frames and stickers. User getting direct contact into the studio vie Facebook and Mail and generate there owne playlists in the App.
Oxxio, TamTam

Oxxio app

Ever since their establishment in 2000, Oxxio has been leading the way in digitizing the consumer energy market. With help from us. Their app, with which customers can take care of anything energy-related, is being used more than 250.000 times per month. That led to an important and unique decision: as of 2017, Oxxio is the first app-only energy provider in the world.

31. Online Event and Live Communication

Winner
University of London International Programmes

University of London International Programmes 2017 Graduation Ceremony Live Webcast

The 2017 Graduation ceremonies showcased the best of the International Programmes, and demonstrated how our access agenda sits at the heart of everything we do. The ceremonies were attended by representatives from 90 countries and the live webcast reached 100,000 people online, with an additional social media reach of 3.2million.
FOX NETWORKS GROUP GERMANY GMBH, RTL2 Fernsehen GmbH & Co. KG

APOCALYPSE LIVE

achtung!
THE WALKING DEAD - the current seasons launches in Germany in fall 2016. RTL II and FOX wow the fan community with a promotion that has never been done before: the first interactive Facebook live game. Two YouTube stars, abandoned in a barren wasteland, surrounded by zombies, streamed live on Facebook. The premiere: the users decide what the two should do by using the Facebook reaction buttons.
IBM

Watson IoT Social Media Event – Connected Soccer

IBM teamed up with a technology partner, our interactive experience agency, a professional women’s advocacy organization and two professional athletes to bring a unique sports tech experience and charity game to life at the Cannes Lions Festival 2016 through a mix of live social broadcasting and story-telling through Snapchat, Periscope, Twitter and Instagram.
Kolle Rebbe GmbH, Netflix International B.V.

Narcos "Manhunt"

To inspire gamers for the new season of Narcos, Netflix turned the series itself into a game. In the first ever branded, live, interactive game show on Twitch four influential gamers had to compete against each other to be the first to catch Pablo Escobar. The only chance of winning: The help of millions of fans in the stream.

32. Web Magazine

Winner
Garmin Deutschland GmbH

#BeatYesterday

#BeatYesterday is more than just a campaign. #BeatYesterday is an attitude and a way of living which motivates thousands of people to get a little bit better every day. With its online magazine, Garmin constantly creates emotionally connecting content about how to beat yesterday. The magazine contains more than 200 content pieces and gains about 100.000 visitors a month.
GIZ GmbH

akzente - The GIZ Magazine

The web magazine is the ditgial extension of our print magazine "akzente". It's a corporate publishing product that provides an informative insight into the full range of GIZ services. It is published in German and English and is used around the world as an important tool for presenting GIZ’s work. The web magazine is filled with new articles at least every week. It includes short videos as well.
Lufthansa AG

Lufthansa Magazine Online

TERRITORY Content to Results GmbH
Exciting travel reportages, intriguing facts from the world of aviation, fascinating lifestyle, fashion and culture stories: Lufthansa Magazin Online appeals to people all over the world who love – or dream of – traveling.
TUI AG

travel.me - TUI Group´s branded content hub

TUI Group´s branded content hub travel.me aggregates content from over 600 social media channels. Within the framework of oneBrand strategy, travel.me is part of TUI’s efforts to be a more global and modern brand. The portal inspires everyone that is interested in travel. Internally travel.me is supposed to promote exchange among employees and to enhance a common culture in a widely diffused group
Vodafone Deutschland GmbH

Featured - The Digital Face of Vodafone

Convidera GmbH
Featured online magazine is at the heart of a holistic, brand-wide content strategy. Within a very short period of time, Featured grew into a strategic content hub that propelled Vodafone on the digital culture scene, positioning the brand as a pioneer and topic leader on consumer innovation and mobility themes. Today, the company generates sustainable value for their customers.

33. Corporate Film

Winner
ETH Zurich

ETH Zurich: Ready?

Seed Audio-Visual Communication AG
The film gives viewers the essentials about ETH Zurich in 120 seconds and is deliberately different: fast-paced and direct, self-confident yet with a sense of humour. The aim is to show a wide audience what exactly constitutes ETH Zurich. It is accompanied by a broad campaign to start a dialogue on social media, to reach a young public and to freshen up the outmoded image of the institution.
Bilfinger SE

„Bye bye and welcome back - unique year for Bilfinger“

Bilfinger’s image had reached its lowest point 2016, with numerous media outlets predicting the end of the company. With the help of an efficient and creative communications (“2-4-6”) concept, we succeeded in successfully positioning the new CEO, regaining deep credibility among media and employees. Due to this impact, we also succeeded in stopping negative media coverage and company’s brain-drain
Grundfos

A Pump - Grundfos Corporate Movie

A movie which fit all needs and embrace the past, the present and the future. That was the goal set by the management, and now the idea has been turned into reality.‘A Pump’ is developed and produced by M2Film in cooperation with the Communication and Marketing departments of Grundfos. Together they have tried to make sure that the movie manages to reach all stakeholders.
IESE Business School

IESE Alumni: We Are Part of Your Story

Deciding to participate in an IESE program goes beyond the program's length. IESE works at the service of its Alumni, offering training and career and networking services long after a program ends. In this video, we want to reflect this life-long relationship present throughout many moments of the lives of our Alumni, making it easier to continue learning, growing and getting to know other Alumni.
OMV AG

OMV Turnaround

The OMV Schwechat refinery is located on the motorway that leads from the airport to the city of Vienna. The sprawling facility is simply fascinating. Strict security regulations normally prevent anyone from taking a closer look at what goes on behind the scenes. However, every few years the plant is taken off-stream for renewal – a process known as a ‘turnaround’ and this granted us insights.

34. Online Video

Winner
RFSU

F*ck like a Finn

Miltton
Introducing the sexiest country in Europe: Finland. What started as a study into Finnish sexual culture and national psyche, soon turned into condom PR. The campaign film gained a million views before any paid promotion, and was covered by almost all main media in the nation. When you see the nation’s favorite weatherman blow condom balloons on live television, you know your campaign is a turn-on.
Daimler AG, Mercedes-Benz Vans

Alpine Soccer

fischerAppelt
2016 we set out to create a wide-coverage story in order to make the content platform MYVAN.COM, powered by our client Mercedes-Benz Vans, known to a new and broad audience, while weaving in meaningful van content. We invented a new sport. A sport that points out the benefits of the Sprinter 4x4 and triggers a huge wave of enthusiasm around the world: „Extreme Alpine Soccer“.
Siemens-Electrogeräte GmbH

The art of brilliant glasses

Webguerillas GmbH
With the “art of brilliant glasses”, we interpreted the radiantly clean results of Siemens dishwasher and Finish rinse aid in an attention-grabbing social media campaign. Our adaptation of the world-famous Mona Lisa painting staged the partnership in an extraordinary and aesthetic way: in an online video with 1,600 filled wine glasses.

35. Data –Driven Projects

Winner
Eurowings Aviation GmbH, add2 GmbH

Discover the sunniest destinations – DCLP adverts with dynamic weather integration

Berlin, Hamburg and Cologne marvelled at digital billboards from Eurowings: The ads not only displayed the current weather, but also made real-time suggestions for a suitable travel destination with better holiday weather. The idea went down very well: The dynamic weather DCLPs reached over 1.4 million people. In Berlin alone, the number of bookings increased by more than 22%.
Barclaycard Business Solutions

Barclaycard Commercial Cards – Bringing the power of Big Data to Digital Marketing

Barclaycard generated their first fully automated digital campaign to customers via an innovative combination of leveraging internal big data systems and a cloud-based marketing automation solution. The bi-directional data solution provides analytics and insights into campaign effectiveness and customer digital behaviour. It’s made an immediate impact on revenue and fraud prevention.
Schneider Electric

Schneider Electric transforms its PR to a business-centric 100% digitized function

Wiztopic
Schneider Electric wanted to transform its Press Relations from a process-oriented Excel/Word-based activity to a business-centric 100% digitized function. Leveraging digitization, the Group decided to invest in a cloud-based SaaS platform. With this one-stop shop app, the objective was to empower its PR teams by automatizing daily tasks, streamlining processes and leveraging real-time data.
TUI AG

Global Gourmet

As one of TUI´s first content marketing formats Global Gourmet combines regional specialties with exciting destinations and the stories of local foodies. With an engaging and emotional imagery Global Gourmet fuels the desire to travel and serves as a food- and scene-guide at the same time.
home a/s

home Online Marketing

CONYAK
To reinvent marketing in the Real estate sector, CONYAK and home build a unique system, enabling them to offer personalized and dynamic, digital marketing campaigns, across all relevant channelsEasy to present to clients, simple to book campaigns, and fully automated delivery with always updated creatives made the adaptation phase short and the project a huge success!

36. Social Media Presence

Winner
Bluforce MarKom GmbH, Lidl Österreich

Lidl Österreich Social Media Presence

When you want to reach users, you need to be seen. This, on the one hand, requires a maximum social media presence, and on the other hand, brand-appealing infotainment content, that is targeted with regard to psychographical and sociodemographic differences. Relevant content is distributed not only via the lead channel, but also through three semipersonalized Facebook profiles.
EY

EY Careers - Social Media

Carve Consulting
Helping EY build, manage and maintain an engaged, globally connected, strategy. In order to activate multi-tiered talent audiences across the world.
Klinikum Dortmund

Consultation 2.0: klinikumlive@socialmedia

Consultations 2.0: Klinikum Dortmund is the first hospital in Germany offering live-expert-chats via social media. For this live-sessions Klinikum Dortmund uses Facebook & Instagram - twice a week. First, there is a short lecture of 10 minutes (with a doctor/expert), then users can "ask" questions - also live. So they reaches completely new target groups across demographics & city boundaries.
RTL2 Fernsehen GmbH & Co. KG

“Live is Live: The News up Close”

With “Live is Live: The News up Close” the moderators of the RTL II News are connecting with the users every Wednesday on Facebook Live. Starting at 19:45, the presenters invite the audience directly into the studio, answering questions and providing a behind the scenes view- all while the broadcast is in progress. Reliable, live coverage of the most important news items completes the package.
Unicer - Super Bock

Super Bock - Leading Bevarage Brand on Facebook Engagament

Super Bock adjusted it's social media presence inspired by the contextual comunication that made the brand's comunication iconic. After less than one year, Super Bock became the leading beverage brand regarding engagement on facebook, and number 2 in Portugal.

37. Social Media Campaign

Winner
Sea Eye e.V.

Sea Eye "Schlepperkönig"

Virtual Identity GmbH
Since 2014 more than 10.000 people have drowned in the Mediterranean Sea while fleeing their countries. 2016 has been the worst year to date – with almost 5.000 deaths. Since this horror is not taken seriously anymore among young Europeans, we were asked by the sea rescue organisation Sea-Eye to develop an digital awareness campaign for the Austrian market.
BrandBase

Through the eyes of the ball kids

ABN AMRO is the main sponsor of the World Tennis Tournament. The ultimate proof was delivered during the finals. The tennis talents of the future – the ball boys and girls – wore a GoPro camera during the match between Tsonga and Goffin. Their spectacular footage was broadcast live on Facebook and brought tennis fans closer to their heroes than ever before.
MEC GmbH, Vodafone GmbH

Vodafone Drone Delivery

The iPhone launch creates massive buzz. However, telco brands are very limited to take advantage. Apple overrules all creative approaches and only allows “approved” material. To outpace competition Vodafone needed something else. So, the night before sales launch we delivered the new iPhone by drone, exclusively to Germany’s biggest influencers. Spread via their social channels.
Zandbeek

AnOther City Trip

To attract more foreign visitors to downtown Eindhoven, we launched a social media campaign in which we invited bloggers from all over Europe. For 24 hours they submerged themselves in the ‘Eindhoven experience’. Their assignment? Go out and create an international online buzz around Eindhoven with awesome user generated content for Instagram. The results exceeded all our expectations!
eBay Corporate Services GmbH

Social Crime Shopping

achtung!
Hardly any other TV series attracts more attention on Twitter like “Tatort”. A huge fan community and a real hype. The experiment: A team of top Twitter users comment on Tatort for eBay. They direct the attention to corresponding eBay offers. Always Entertaining. In real time. The success is almost criminal: The number of clicks on the linked eBay offers is unexpected higher than average.

38. Performance & Measurement

Winner
Adobe

Adobe Stock Apparel

Abby Priest
The task was to launch Adobe Stock, to the target audience - Creative Directors in EMEA. The challenge was to differentiate Adobe Stock from its competitors, generate awareness around the service and also to create a door opener for the Adobe sales team. The campaign exceeded the conversion target by 320% and the gross reach target by 7100%.
Innocean Worldwide

Digital goes real: Customer tracking from Click to Store Visit

moccamedia AG
A SEA first mover project! For the first time, the numbers actual store visits could be tracked by a centrally controlled trade campaign. Therefore, the link between a Google search and an actual store visit could be traced back. This makes the value-added chain transparent from the first click to entering the store.
Robert Bosch GmbH

Bosch - Automated Driving Campaign

Automated driving is an increasingly popular topic and the competition for digital attention is high. The goal of this Twitter campaign was thus to increase the company’s brand share in online conversations. The 6-month campaign successfully addressed online users and multipliers by achieving the goal of 17.5k Bosch mentions and rising to the top ten Twitter channels related to the topic.
Shell

Holistic Measurement Framework

Edelman
Shell campaigns are becoming increasingly sophisticated involving multiple channels, geographies, and audiences. Equally, measurement is becoming complex with an ever-increasing number of digital metrics and data sources across countries and channels. This presented a need to streamline the measurement process to make it consistent, rigorous, integrated and actionable regardless of campaign size.
Thomson Reuters Foundation

Thomson Reuters Foundation: Social Media Power

‘Social Media Power’ replaces traditional social media monitoring with a centralised performance management system, designed in-house by the Thomson Reuters Foundation. Born as a result of significant growth across social media channels in 2016, staff formalised processes to transform social media performance by mainstreaming data and bench marking system in the decision-making cycle.

39. Best Bachelor’s Thesis

Winner

Webcare strategies by food brands: A comparative content analysis

Meet the HENRYs

Be on topic, be on brand, be on time: Exploring whether the Content is King in driving user engagement in the context of television brands

40. Best Master’s Thesis

Winner

Personalization and privacy in online marketing

From #InsideAmazon to #WeAreVolkswagen: Employee Social-Mediated Crisis Communication as Reputational Asset or Threat?

Online behavior of digital generation: analysis of mobile social network „Instagram” users