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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2014 SILVER
Art Series
At the start of 2012, the average age of the audience for New York City Ballet (NYCB) was 56. To begin cultivating a younger audience, we created a new performance series that reinvented every aspect of the ballet-going experience except for the worldclass performance on stage. Through NYCB Art Series, we brought the average age of the audience down to 31 and 87% of tickets sold were to first-time NYCB ticket holders. In a post-event survey, 79% of attendees said they want to come back to NYCB again.
Brand:
New York City Ballet
Client:
New York City Ballet
Agency:
DDB New York
Language:
English
2013 SILVER
CCS PSA Campaign
The College for Creative Studies came to us with a vexing problem - information session attendance was the surest way to convert a potential student into an enrolled student. The challenge? Located in the heart of Detroit, CCS was having a tough time convincing parents and students to come check out their campus. Taking advantage of CCS' biggest disadvantage, their quirky location, we developed a quirky voice in a segment that takes itself very seriously, thereby driving up session attendance nearly 16% while increasing enrollments to record-setting levels.
Brand:
College for Creative Studies
Client:
College for Creative Studies
Agency:
Team Detroit Inc.
Language:
English
2013 BRONZE
Keep Her In The Game
By age 14, girls drop out of sports at twice the rate boys do. In revealing this statistic, our fundraising campaign for the Women's Sports Foundation united all those touched by women's athletics and got them to post pictures of themselves as 14-year-old athletes. They helped the WSF spread the message to keep girls in the game - an idea that launched a new platform for the WSF. The efforts resulted in overwhelming support and donations, giving the WSF the boost they needed to keep more girls in the game.
Brand:
Women's Sports Foundation
Client:
Women's Sports Foundation
Agency:
TBWA\Chiat\Day Los Angeles
Language:
English
FINALISTS
Dosy
Freedom
Business Iceland
OutHorse Your Email
Navy Federal Credit Union (NFCU)
Name Change
