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).
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2017 BRONZE
2017 BRONZE
Feel the Real
With digital ad spending surging despite serious accountability concerns, the Outdoor Advertising Association of America had a small $3 million media budget to show media buyers how Out of Home (OOH) drives digital engagement. By reimagining OOH as a geo-targeted B2B channel, the media became the message with 1,400 executions tailored to specific markets, locations, agencies and individuals. OOH sales increased 6.4% ($48 million) and we reduced the $3 million media budget to ZERO by using donated OAAA member inventory, generating $2.2 million in earned media and delivering 16X ROI.
Brand:
Outdoor Advertising Association of America
Client:
Outdoor Advertising Association of America
Agency:
Partners + Napier
Language:
English
2017 BRONZE
Hokkien Vikings
History had to get fans of Singapore’s most illegally downloaded show (Vikings) to tune in to the season premiere on Starhub Cable TV. To reach them, we created an unbranded spoof of the Season premier trailer in Hokkien - a dialect relatable to locals. After its initial success, we released another Hokkien content piece with the CTA to tune in – resulting in Vikings premiering as the #1 show for its time slot.
Brand:
HISTORY
Client:
AETN Asia
Agency:
GOVT Singapore
Language:
English
FINALISTS
Dosy
Freedom
Business Iceland
OutHorse Your Email
Navy Federal Credit Union (NFCU)
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