IF Insurance’s Lifesaving GPS App from Sweden Wins The Best of Global Digital Marketing Awards in November & December
European digital marketing research firm Best Marketing International monitors almost 300 digital award competitions Worldwide. Each month we handpick our personal TOP 3 amongst all the regional winners. It’s been nearly a year since the launch of BOD Awards. After seeing hundreds of award-winning campaigns, we were faced with a question: what makes a great campaign? It seems creativity and cool gimmicks is all it takes to grab a Gold Lion. We, on the other hand, see results as equally important. Our goal is to chase down fresh successful campaigns from all around the world and gather further information from all available sources.
The end of 2016 is slowly creeping up on us. So we made ourselves an early Christmas gift and decided to combine the latest winners from November and December. Despite the nearing holiday season it was far from quiet on the marketing awards front. We went through more than 50 different shows. However, it was rather tricky to find anything fresh this time around. In the end, our frustration was swept away by a couple of amazing finds from Europe’s biggest shows: Eurobest and Epica. IF Insurance made the top of our list with their excellent Slow Down GPS app, followed by Yaskawa Electric Corporation’s viral B2B stunt and Channel 4’s creepy Persona Synthetics campaign.
NOVEMBER-DECEMBER 2015 WINNERS:
First Place: If Insurance’s Slow Down GPS by Forsman & Bodenfors (Sweden, Eurobest 2015 winner)
65% of Scandinavians drive too fast in child-dense areas. Insurance company If wanted to remind drivers about their huge responsibility. Moreover, the task was to generate higher liking, as this is the customer’s main criteria when choosing an insurance product. The outcome: a GPS navigation app where the navigation voice switches to a child’s voice when users drive in child-dense areas, in order to create an immediate response, because people are programmed to react to children’s voices i.e. it triggers our brain. News about the app spread to 164 countries (earning a potential reach of 87,500,000 people). It became the second most downloaded navigation app in Scandinavia. Brand liking jumped to an all time high: 73%.
Why we love it:
Reading further into the awards entry provided by Eurobest it’s clear that If had really thought this through. First of all, insurance is an incredibly boring product. Based on If’s experience: people don’t really care about product specifics when it comes to insurance, it’s a blind guess based on pure liking. Moreover, insurance products are bought in average once every 7 years – a very small window. Thus the brand went for increasing their likeability. A lot of research went into the app as well in order to make the tool as relevant as possible. Slow Down GPS is not only a useful app; it has a connection with the brand AND the topic is actually meaningful for a wider audience. And taking that the goal was to increase brand liking – bravo Forsman & Bodenfors for an outstanding result!
2nd Place: Yaskawa Electric Corporation’s Yaskawa Bushido Project by Dentsu Inc. (Japan, Epica 2015 winner)
Japanese manufacturer Yaskawa Electric Corporation’s Motoman robots are heavy duty industrial robots used in areas such as welding, packaging, cutting, etc. The brief was to spread the name of Yaskawa and demonstrate their equipment’s’ outstanding performance. So they went the ‘Volvo Trucks way’: the almighty viral. Dentsu recreated the superhuman sword movement by Isao Machii, the master of Iai (a tricky Samurai skill) with Yaskawa’s core industrial robot MOTOMAN-NH24. The movie has reached 4 million views on YouTube. Picked up by TIME, CNN, The Wall Street Journal, The INDEPENDENT (a promotional value of more than $8,000,000).
Why we love it:
Dentsu Inc. was faced with a super hardcore B2B theme. B2B doesn’t offer much room for maneuvering. Volvo Trucks’ Epic Split revolutionized B2B marketing. An entertaining viral about a cutting-edge machine or a tongue-in-a-cheek spoof video can reach millions of people. They might then give a friendly suggestion to the ultimate decision-maker. We’re talking family members, friends, coworkers…. Decision-making is still very much influenced by those around you. And being associated with a well-crafted cool viral is a definite advantage. Another mention worthy aspect about the Jaskawa Bushido Project is the emphasis on Samurai heritage. This is something the Japanese sincerely cherish so incorporating a touch of culture into your content can give a nice touch.
3rd Place: Channel 4’s Persona Synthetics by 4Creative (UK, Lovie Awards 2015 winner)
Humans is Channel 4’s latest sci-fi TV-series introducing us to a world where futuristic gadgets called synths have become a part of every household (yes, robot servants that many of us dream of). The show was aired in June 2015. A multichannel teaser campaign gave viewers an early glimpse into the future new series. This included a real Persona Synthetic shop in London, social media, TVC and much more. The campaign was so grandiose that people got the illusion that these products are available for purchase. And guess what? Humans became Channel 4’s biggest drama hit in 20 years.
Why we love it:
Undeniably, we are fascinated by robots and are dreading/anticipating the moment when tedious chores will be done by the advanced tech around us. Thus, Humans hit the mark in terms of the plot itself. However, in the crazy mix of media channels and changing consumption behaviours, launching new entertaining content is becoming increasingly harder. Channel 4 went all in to make Humans an early success. This, truly is an integrated masterpiece. And the fact that people were so engaged and intrigued (even when the PR stunt was revealed) proves that the execution was impeccable.
These campaigns also made it to our December shortlist:
Homeserve’s How a Radiator Key Unlocked a Whole New Market by MEC UK (UK)
Exito Group’s Aid to Cart by Sancho BBDO (Columbia)
BBC’s the Last Hours of Laura K by BBC (UK)
Channel 4’s 4Newswall by 4Creative (UK)
Specsavers & The Telegraph’s Putting you in the Umpire’s Shoes (UK)
McDonald’s Romania’s #MecSaysHiToJunimea by Tribal Worldwide Romania (Romania)
Orange’s Extra Ticket; Extraordinary Trailer by VML Poland (Poland)
Our team of experts: Hando Sinisalu (CEO of Best Marketing International, Estonia), Heidi Tiik (Dutch Communication Talent 2015), Maarja Laasu and Ann Kruuk (Co-Authors of “BOGDM: The Storybook and Storybook 2”)
To find out more about the awards visit: http://www.best-marketing.eu/about-awards