Small Budgets - Services

This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less). 

2017 SILVER

The Swedish Number

The Swedish Tourist Association has invested in Swedish countryside for 130 years. By 2015 they were on the brink of collapse - memberships had plummeted by 20%. The Swedish Number was a phone number anyone in the world could call and anyone in Sweden could answer. It enabled Swedes to share stories about their country, making them rediscover it themselves. With £0 media investment the Swedish Number was one of the most talked about campaigns of 2016, generating PR value of $146,621,169, and achieving a 5 year ROMI of 6912%.

Brand: Swedish Tourist Association
Client: Swedish Tourist Association
Agency: INGO
Language: English

2017 SILVER

FlyBabies

With just $562K, we tapped into everyones (2nd) biggest annoyance when flying: crying babies. With a single online video, JetBlues FlyBabies turned a cause for despair into a reason for joy. For every baby that cried on our NYC to Long Beach flight, customers enjoyed 25% off a round-trip ticket, turning parental stress and shame into support and love. Launching for Mothers Day, FlyBabies sparked global conversation, earned $1.9MM in media and increased consideration among parents by 15pp to 88%.

Brand: JetBlue Airways
Client: JetBlue Airways
Agency: MullenLowe U.S.
Language: English

2017 SILVER

Bedstock: Playing Music From Our Bed For Kids Stuck In Theirs

This is a story about what smart thinking can achieve when your marketing budget is zero dollars.Welcome to Bedstock. The worlds first and only music festival played entirely from bed for children stuck in theirs. An event that generated over 138M media impressions for MyMusicRx, the flagship charity of the Children's Cancer Association,and an increase of 179% in Total Revenue and 233% in Gifts. All achieved with $0 budget.

Brand: MyMusicRx for the Children's Cancer Association
Client: Children's Cancer Association
Agency: Anomaly
Language: English

FINALISTS

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Navy Federal Credit Union (NFCU) Name Change