Co-Winner: MGSCOMM - MilkPEP
MGSCOMM had a very specific goal in mind for Project Breakfast: to capitalize on the fastest-growing minority in America and create an advertising campaign that would be attractive to Hispanic families in the United States. Project Breakfast encouraged Americans to get into a healthy routine by starting each morning with milk’s high-quality protein. MSGCOMM expanded their reach with a thorough integration of smartly contrived mediums ranging from an in-person banquet to a multimedia release to an online sweepstakes, while peppering the campaign with conscious choices to appeal to their target audience: Hispanic moms in the United States, primarily 1st and 2nd generation, between the ages of 25-49.
The flagship of the campaign, a television ad in conjunction with the “Got Milk?” campaign titled “El Super Desayuno” featured Colombian singer, actor, composer and humanitarian Carlos Vives—a perfect choice to augment the campaign, as Vives was in the midst of an international tour at the time. “El Super Desayuno” raked in 30 TV hits including programs such as Al Rojo Vivo and Un Nuevo Dia, the national Telemundo news. The radio spot accompanying “El Super Desayuno” aired in September 2013, a perfect opportunity for the announcer to discuss the importance of drinking milk in the context of back to school time.
Projecto Desayuno also held a satellite media tour with Su-Nui Escobar, a well-known registered dietician in the Hispanic community, in which she elaborated on the importance of having a good breakfast with milk. They created a behind-the-scenes B-roll of Vives’ commercial and released it as part of a Multimedia News release. In the meantime, they used Twitter and Facebook to announce the launch of the campaign, share live information and pictures from the event, and engage followers. The amalgamation of media tactics earned “Project Breakfast” 30 TV hits, 278 radio hits, 3 print placements, 1545 interactions on Facebook and 460 on Twitter.
Co-Winner: Waggener Edstrom Communications
As the only U.S. carrier without iPhone or an LTE network, T-Mobile was seeing a downturn in their subscriber numbers until Waggener Edstrom stepped in with insight and strategy that culminated in its Un-carrier messaging campaign, which emphasized T-Mobile’s superior customer service and revolutionizing of the consumer wireless experience. The impact generated from the T-Mobile campaign generated more than 16,000 media placements and added 2.1 million postpaid net new customers for T-Mobile, the biggest growth in four years.
WE notably bolstered Honeywell Aerospace’s reputation as the premier in-flight connectivity brand. Data-driven insights and creative content management helped the campaign for Honeywell with message pull-through at 92% of coverage. They launched a subscription service for all with Microsoft’s Office 365 utilizing social channels, videos and webcasts to direct 3.5 million people to try out an Office 365 Home Premium trial subscription. Later they partnered with Microsoft again to helm yet another excellent integrated communications campaign for the company’s suite of consumer products, helping Microsoft break through the holiday shopping noise and reach more than 612 million consumers.
This year WE also rolled out Where Technology Meets the Road, an internal effort to drive new business and establish WE as an innovative agency and thought leader in the auto industry. By re-educating staff on the automotive business and leveraging events to attract the attention of brands, WE aligned itself to be selected as the agency of record for Volvo’s market resurgence in 2014.
Honorable Mentions:
- Eastwick – Unify
- The Horn Group
- PACO – Gift of Hope, Heroes y Heroinas por la Esperanza
- Rbb Public Relations’ Digital Park – Student Advisor: Taking the Scholarship Advisor App from Unknown to Top Five