2012 Platinum PR Awards: Re-Branding/Re-Positioning


Co-Winner: Ogilvy Public Relations - Taking Ford Further

After successfully creating a comeback story after the economic downturn, Ford needed another kind of story—one that put consumers at the heart of its brand. To bring media up close and personal with the brand, Ford hosted a global consumer trends symposium, a three-day event keynoted by Malcolm Gladwell.

And for the State of Style Summit, Ford collaborated with fashion-focused media platform StyleCaster during New York Fashion Week to inspire dialogue around design and technology. After the events, 99% of the media had an improved opinion of Ford. —BM 

Co-Winner: MWW - Remaking Jimmy Dean from a Sausage Brand into a Breakfast Brand


To reach married women in their mid-30s, MWW created a program that significantly enhanced Jimmy Dean’s online social media presence while leveraging content (cooking tips and recipes) and a 360-degree campaign to drive awareness at BlogHer 2011. During the holiday season, the team enlisted 10 top bloggers to host a national recipe contest, the “Crumble Rumble.” In a six-month period following the campaign’s launch, Jimmy Dean saw an 18% increase in sales of its frozen foods and 25% for its cooked items. —BM 

Honorable Mentions:
 

ComBlu – Repositioning an Iconic Brand: Encyclopedia Britannica: To reposition the 244-year-old franchise as a global digital learning brand, ComBlu engaged influencers through a“Facts Matter”campaign.

Cone Communications – Fiber One Great Taste Campaign: To connect the dots between fiber and fashion, Cone introduced the Fiber One brand among key fashion influencers during Fashion Week.

General Motors Corp. with Weber Shandwick – Closing the Perception Gap: Compelling Content Helps Drive More Consumers to GM’s Revamped Vehicles: To reach consumers with positive product messages, GM focused on consumer and lifestyle media, using themes of technology and fuel to close the perception gap and increase coverage.

Grow Marketing - Dockers “Are You an Alpha Fan?” To drive engagement and generate buzz around Dockers’new Alpha Khakis amongst more youthful targets, Grow tapped into sports, beer and buddies in 15 bars across the country.

Intuit – Establishing Intuit as an Innovative Growth Company: Intuit touted the company’s cloud/mobile services through Innovation Gallery Walks, where influencers could take a walk in Intuit’s cloud.

Newlink Communications – Barrick: Turning a Complex Crisis into Gold in the Dominican Republic: To change the 96% negative sentiment against Barrick Gold in the Dominican Republic, Newlink forcefully set the record straight by announcing and amplifying positive facts about the project.

Siemens Corp. with Weber Shandwick - Cities as Customers: Branding Siemens as Today’s Go-To City Expert: Recognizing the unsustainable level of energy consumption alongside urban population growth, Siemens and Weber Shandwick used branding and executive visibility campaigns to cement Siemens as the company best suited to provide solutions.  
 

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