November 2014 Winner of The Best of Global Digital Marketing AWARDS: Red Roof Inn´s flight cancellation campaign from U.S.
The Best of Global Digital Marketing AWARDS is a marketing award programme which recognises best digital works all over the world. The organizer of the award programme – Best Marketing International – constantly monitors almost 300 digital marketing contests worldwide. Based on the winners of these competitions, Best Marketing International´s team shortlists Top10 works and forwards them to international expert jury for voting.
In November, there were 20 award shows monitored across the globe. It was the month of the Golden Drum Festival, Lovies and Clio Awards. Despite having very strong works from Europe, U.S. campaign was selected to be the winner of the month.
Unlike annual award shows, The Best of Global Digital Marketing AWARD selects fresh works every month. Winners of previous months can be found here www.best-marketing.eu/awards
NOVEMBER 2014 WINNERS:
1st Place: Red Roof Inn’s Flight Cancellation campaign by 360i (U.S., OMMA Awards winner)
Red Roof Inn offers economy lodging across the U.S. Every day hundreds of flights are cancelled, leaving unsuspecting travellers stranded. Red Roof Inn decided to offer these unlucky commuters a place to stay. The company’s ultimate goal was to enter the market through the digital environment. As a result, a great new search tool was developed with the help of 360i. The Flight Cancellation Coup technology was able to process enormous amounts of live cancellation data, automatically boost bids, and make copy adjustments across the brand’s mobile search campaigns, speaking directly to the stranded traveller.
Comment from the jury:
“I really like how the real consumer problem became a great creative solution to another brand, and the responsiveness of this quick and easy set up utilizing the simplest way of people using online activity: search. Great work!” – Gamze Gurbuzatik, JWT International, Client Services Director (Istanbul, Turkey)
2nd Place: Elidor’s Catch Pink If You Can by MANAJANS JWT (Turkey, MMA Smarties winner)
Elidor turned a popular TV show Medcezir into an interactive game where people could win the pink products that the actors in the show were using/wearing/riding. A 120-minute TV show was turned into the brand’s commercial break with 285 378 people playing the game during the show.
Comment from the jury:
“This is just great! This Turkish shampoo brand (owned by Unilever and marketed as ‘Sunsilk’ in other territories ) basically ‘bought’ a whole programme via product placement and then proceeded to encourage its 20something female audience to watch the show very carefully, to shake their phone to ‘capture’ pink items as they appeared on-screen and so earn rewards. The brand realised that today’s young people don’t just sit and watch TV as their parents used to do; instead they also use their mobile devices to make live TV a connected social experience. In this case, a great example of second screening, the brand succeeded in ‘owning’ both screens and effectively created a 120 minute TV ad! A clever partnership and 100% on-brand for Elidor.” – Mike Berry, internationally recognized digital marketing lecturer, trainer, author and consultant (London, UK)
3rd Place: Burger King’s Motel by Colenso BBDO NZ (New Zealand, Effie NZ winner)
Most people are timelessly faithful to Burger King’s famous Whopper. But with a new range of TenderCrisp Chicken Burgers, BK needed to convince consumers to break their everlasting relationship with the Whopper. They opened Motel Burger King – a discreet location where people could cheat on their loved one Whopper.
Comment from the jury:
“I liked how confidently Burger King utilized its bestselling Whooper’s share to shift the consumer to the new launching product. Really clever way of using the content, and create entertaining value that would skyrocket the social media activity, hence the sales results.” – Gamze Gurbuzatik, JWT International, Client Services Director (Istanbul, Turkey)
In November, the jury consisted of Misha Coetzee (Digital Brand Manager at Investec Johannesburg, South Africa), Mike Berry (Internationally recognised digital marketing lecturer, trainer, author and consultant, UK), Hando Sinisalu (CEO of Best Marketing International, Estonia), Gamze Gurbuzatik (JWT International, Client Services Director Istanbul, Turkey) and Kusnadi Assaini (Head of Division at Digital One Jakarta, Indonesia).