Co-Winner: Atomic 212 Group - Lucy the Robot
Rather than employing the scattergun approach that many PR agencies use—whereby the PR practitioner simply comes up with an angle and feeds it to relevant media contacts—Atomic 212 champions a data-led approach. In the agency’s campaigns for TAB and Luxbet, it provided examples of its data prowess in order to demonstrate its integrated approach to PR. While PR is generally at the whim of media outlets that cover a brand, the agency used its relationships and insights to attempt to maximize coverage during peak times and on key channels and platforms.
Double Robotics wanted to identify a fanatical global media event, make it more relevant and entertain audiences. The partners placed “Lucy the Robot” outside the Sydney Apple store in time for the iPhone 6s release. Atomic 212 utilized content marketing and strong performance in the media to capitalize on interest and drive leads to the purchase page. "Lucy the Robot" was covered in 4,000 stories, appearing in 32 languages and reaching 123 million people worldwide.
Co-Winner: W2 Communications - ThreatConnect Project Camera Shy
ThreatConnect’s security staff anticipates new cyber attacks and defeats activities in progress that could otherwise lead to costly data breaches. To firmly establish the company as a an innovator and thought leader in the competitive cybersecurity landscape, the PR team needed to create a campaign that visually illustrated the power of taking a platform-based approach to threat intelligence. This was drastically different than the market trend of “outing” new security vulnerabilities.
The team crafted a media campaign to support a major research project underway within ThreatConnect that studied cyber attack activity originating from geopolitical conflicts over the South China Sea. The focus of the campaign was a report based on data and conclusions the joint team of researchers pieced together using ThreatConnect’s platform and other sources. The campaign kicked off with an exclusive in The Wall Street Journal and subsequent media relations yielded coverage in NBC News, CNNMoney, Fortune, Politico, International Business Times and Voice of America.
Honorable Mentions:
- Digital Brand Expressions - SEMPO
- Weber Shandwick & Mars, Inc. - M&M'S 1 Million Tastes of Crispy Giveaway: #NashHasCrispy