Small Budgets - Services
Cases eligible for this category must represent the only communications efforts for this brand (brand defined as listed in the “brand” question of the Effie entry form) during the time period that the effort entered ran.
Ash to Art
The Glasgow School of Art's (GSA) Mackintosh Library tragically burnt down in 2014. To engage major donors, we needed to make this tragedy one of national importance, resurrecting the GSA as a national centre for UK artists. We engaged the nation by holding an auction at Christie’s, selling new art created by 25 world famous artists from ash salvaged from the fire, beating our financial target by 200%+. The auction PR reached 42% of the UK population, engaged high net-worth individuals and paved the way for much needed major donations.
Brand: Glasgow School of Art
Client: Glasgow School of Art
Agency: J. Walter Thompson
Highmark Blue Cross Blue Shield Delaware needed to retain 60K+ state employees after a national insurer negotiated with the State of Delaware to take half of their business with a less expensive plan. By building on an insight that only Highmark Delaware could own, we connected with state employees on an emotional level by tapping into Delawareans’ deep Blue Hen pride. And despite cost and convenience disadvantages, the campaign achieved 97% of total retention goal in six weeks and delivered 3-to-1 ROI.
Brand: Highmark Blue Cross Blue Shield Delaware
Client: Highmark Health
Agency: Partners + Napier