Winner: RF|Binder and Malaysia External Trade Development Corp. – Malaysia Kitchen for the World 2011
In 2010, the Malaysian External Trade Development Corporation (MATRADE) partnered with RF|Binder to create an integrated marketing campaign, including advertising, events and sponsorships, for its global initiative—Malaysia
Kitchen for the World. In 2011, they created the first-ever Malaysian Noodle Festival as a vehicle to increase awareness and interest in Malaysian cuisine.
The festival was held in September 2011 in New York City’s Meatpacking District. The outdoor event featured colorful tents, umbrellas and lanterns, a nod to the open-air markets of Kuala Lumpur and Penang. Eight New York City-based restaurants served up classic Malaysian dishes like Laksa soups and Mee Hoon Goreng to more than 2,000 consumers.
The communications team executed a multi-tiered media campaign which included a dedicated Web site, www.MalaysiaKitchenNYC.com, to drive traffic, as well as event updates on Twitter and Facebook. The campaign generated coverage by the Food Network, Vogue and the Village Voice, and drove more than 20,000 visitors to the www.MalaysiaKitchenNYC.com site in a one-month time frame. —RD
Honorable Mentions:
AICPA – 2011 AICPA Accounting Competition: To increase awareness of ThisWayToCPA, an online career resource, AICPA had teams students serve as crime fighters to solve a fraud and forensics case in an attempt to win a cash prize. Some 216 teams from 150 universities participated, generating more than 2,160 new registrants to the site.
Avocados from Mexico and CRT/tanaka – Avocado Takedown: No Guacamole Allowed: The Takedown contest, which challenged young foodies to create avocado dishes other than guacamole, featured winning recipes for deep-fried avocados and avocado cupcakes, while attracting 250 attendees and garnering 2 million media impressions.
Grow Marketing – Levi’s Mirror, Mirror...What’s My Curve ID? To launch Levi’s’ new collection, Curve ID, Grow Marketing introduced the Mirror Mirror campaign to targeted college campuses across the country. Students were invited into the Mirror Mirror studio, where they received free hair and makeup makeovers, and a custom fitting to help find the perfect pair of jeans.
Humana – 2011 AEP Campaign: Understanding the importance of spending time with loved ones, Humana developed its Family Reunion campaign to increase engagement with Medicare eligible seniors. Teaming up with KaBOOM!, a nonprofit dedicated to safe play, Humana built playgrounds in eight cities as places where seniors could spend quality time with children.
Ketchum – DoubleTree by Hilton Cookie CAREavan Across America: To celebrate its 25th anniversary and relaunch its brand to customers, DoubleTree hit the road in a food truck distributing its famous chocolate chip cookies to fans.
MWW – Bowling Industry Rolls a Strike: U.S. Open Comes to Cowboys Stadium: To strike up attention for the U.S. Women’s Open, the Bowling Proprietors Association of America and MWW took the annual competition out of the alley and onto the 50 yard line of Dallas Cowboys Stadium. A year-long media campaign and strategic partnerships with ESPN secured coverage by The New York Times, CNN and SportsIllustrated.com.
PepsiCo with Weber Shandwick – PepsiCo Imagines the Future of Digital at SXSW 2012: PepsiCo aimed to increase its engagement with digital influencers and consumers at SXSW—both in person and online. The PepsiCo Central Tumblr blog served as the hub for updates and photos of SXSW, creating a unique experience for fans.
Qorvis Communications, LLC – Horatio Alger Special Concert to Promote Awareness in PA: Qorvis used advertising, marketing and PR—including social media, e-media and an event at a local high school—to build a steady stream of buzz around the Horatio Alger Special Concert. Key result: The event was sold out for the first time in years.