2015 Agency Elite Awards: Media Relations

Co-winner: Cohn & Wolfe—Reigniting America's "Do-It-Yourself Spirit: The Valvoline Reinvention Project 

Car culture in America is at a crossroads. The “do-it-yourself” spirit once handed down from generation to generation has lost favor to the convenience of express service shops. Valvoline, an industry leader in motor oil, was struggling to find its place in an increasingly cluttered market. Tasked with celebrating Valvoline’s new partnership with Hendrick Motorsports, Cohn & Wolfe developed a consumer-facing campaign called the “Reinvention Project” that tapped Jimmy Johnson and Dale Earnhardt Jr.—arguably two of NASCAR’s most trusted and recognized drivers—to put fans' DIY know-how to the test in a collaborative, interactive truck build.

Campaign coverage spanned top DIY, motorsports, auto enthusiast and lifestyle outlets, including Truckin’, Cars & Parts, Complex.com and Hooniverse.com. They secured more than 150 print, online and social media posts from influencers, 60 million impressions and impactful media placements and press release pick-up that resulted in an additional 170 million impressions.

Co-winner: Teva Respiratory and Tonic—Know Your Count

Nearly 25 million Americans suffer from asthma. A recent survey by leading patient advocacy group the Asthma and Allergy Foundation of America showed as many as 40 percent of patients believe they are taking their asthma medication when they are actually using an empty or nearly empty inhaler. After a 2013 FDA draft guidance on including dose counters in inhalers, the essential role of dose counters has never been clearer.

As a leading provider of therapies for respiratory conditions, Teva Respiratory and Tonic Life communications established an unbranded public service campaign tied to educating asthma patients and caregivers about the important role rescue inhalers with dose counters play in helping patients safely and properly manage their asthma. To help bring the campaign to life on a national scale, the team activated singer and actress Kristin Chenoweth, who had been living privately with asthma since 2001. The campaign kicked off with media days in Los Angeles and New York City, where Chenoweth gave interviews to E! News, Conan, the Associated Press, The Wendy Williams Show and the Huffington Post. Key messages like the importance of dose counters were included in 95 percent of the coverage, scoring a total of 289 million traditional and social media impressions.

Honorable Mentions

  • Brownstein Group
  • Henson Consulting Inc.
  • Lippe Taylor on behalf of CynoSure - PicoSure®, The New Gold Standard in Aesthetic Treatments
  • Murphy O'Brien Public Relations - The Peninsula Paris Opening
  • Weber Shandwick on behalf of Gogoro - A ride like no other: Gogoro puts portable power on the megacity map