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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PROGRAM
2008 GOLD
A Fuller Spectrum of News
msnbc.com's challenge was to grow the brand by defining and differentiating it in a world of strong competition. Learning that msnbc.com was appreciated for being open to the entire editorial continuum - from the war in Iraq to Angelina Jolie - we created msnbc.com's first branding campaign, "A Fuller Spectrum of News." Identifying a new target, the News Explorer, we connected with them using msnbc.com RSS feeds to fuel an online game, a screensaver and the first in-theater, audience-participation game. While the category focuses on news consumption, msnbc.com owns its enjoyment.
Brand:
msnbc.com
Client:
msnbc.com
Agency:
SS+K
Language:
English
2008 SILVER
2 SMRT 4U Internet Safety Campaign
The 2 SMRT 4U Internet Safety Campaign's objective was to increase the awareness of Internet risks by encouraging teen females to change their online behavior to avoid disclosing personal information on networking sites and blogs. At the campaign's center was the free 2 SMRT 4U ring that teens ordered and wore as a tangible daily reminder, and 2SMRT4U.com that offered online safety tips. The campaign was successful on many levels, including a 50% reduction in teens' willingness to meet with someone they first met online, and over 440,000 rings ordered.
Brand:
United States Postal Inspection Service
Client:
United States Postal Inspection Service
Agency:
Campbell-Ewald
Language:
English
2007 GOLD
Not Even Once
The Montana Meth Project serves one clear purpose: to discourage teens 12-17 in the state of Montana from trying meth even once. Our objectives were to help prevent first time use, while also inciting a dialogue among the community about a meth epidemic. The campaign resulted in unprecedented awareness, a heightened education among teens about the dangers of trying meth even once, and a dialogue that reached far beyond the state of Montana. In fact, it has now been recognized by the White House as a model for the nation.
Brand:
Montana Meth Project
Client:
Montana Meth Project
Agency:
Venables Bell & Partners
Language:
English
FINALISTS
Dosy
Freedom
Business Iceland
OutHorse Your Email
Navy Federal Credit Union (NFCU)
Name Change
