Final Deadline | 3 February 2017
8 May 2017, Rome Cavalieri, Italy
CAMPAIGN OF THE YEAR CASE STUDY
Vodafone’s ‘Sunday Grannies’ by UM Romania was awarded Campaign
of the Year at the Festival of Media Global Awards 2016. Here is why!
15 April 2015, Dubai
FOMG 2016 Campaign of the Year Winners, UM Romania.
THE FESTIVAL OF MEDIA GLOBAL AWARDS 2017
IS OPEN FOR ENTRIES!
KEY INFORMATION
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●
TIMELINE
CAMPAIGNS MUST HAVE BEEN IMPLEMENTED BETWEEN 1 JANUARY 2016 AND 31 DECEMBER 2016
TWO-STAGE SUBMISSION PROCESS
1) WRITTEN ENTRY ALONG WITH
TWO IMAGES
2) IF SHORTLISTED, A 2 MINUTE VIDEO REEL WILL BE REQUESTED FOR
FINAL JUDGING
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29 MARCH:
SHORTLIST ANNOUNCEMENT
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26 APRIL:
VIDEO SUBMISSION DEADLINE
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3 FEBRUARY:
FINAL ENTRY DEADLINE
8 MAY:
WINNERS ANNOUNCEMENT
USEFUL LINKS
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AWARDS WEBSITE ●
ENTRY SITE
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CATEGORIES
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ENTRY TEMPLATE AND GUIDELINES
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JUDGES
●
FAQS
awards.festivalofmedia.com/global
For Awards enquiries please contact: [email protected]
8 May 2017, Rome Cavalieri, Italy
INSIGHTS FROM THE WINNER
We spoke to Mihai Trandafir, Managing Director at UM Romania, to understand what it
took to become a Grand Prix winner and how they made the most of it.
How did you feel when the campaign reached
the shortlist, were you confident?
“We were pleased, yet not very surprised by the shortlist. Our
cases were strong, as already validated in other competitions.
The winners’ announcement was a totally different story.”
Overall how do you feel about winning the
Campaign of the Year Grand Prix and what
April 2015,of
Dubai
was the15impact
your win?
“If the shortlist was somehow anticipated, we didn’t expected
this win to happen. The Campaign of the Year Grand Prix was
the ultimate recognition and the first indication we may win
another Grand Prix: Agency of the Year. While in Rome, we
were constantly in connection with the whole team, building a
real-time collective enthusiasm.
For some time we could not believe it happened: both Media
Agency of the Year and Campaign of the Year awards were
given to Romania.
The level of enthusiasm was literally through the roof for
the whole team, both agency and clients’ side. The wins
generated coverage in the international media industry, which
made us even more proud.”
What was the internal selection process for
the case study?
“We generally look for campaigns that can grab the attention
with a surprising insight and bring innovation to become
the talk of the city. We evaluate their creative potential the
moment we start planning them. And the planning doesn’t
stop when we place the initial booking: we strive to remain
agile and dynamic during the entire campaign execution to
maximize its potential. Then we include the most successful
cases on our internal shortlist for awards submissions.”
How did you go through the challenge of
submitting your campaign into several
categories?
“There would have been too many entries to tailor. We were
enthusiastic about these campaigns and their results, but
we didn’t adjust the submissions to each category. We were
lucky enough to have strong cases, relevant to more than one
category.”
“The wins generated
coverage in the international
media industry.”
UM Romania
What new information or materials were
needed to create or build on the video case
study?
“Our usual campaign development approach includes a realtime tracking of people’s reactions, beyond media metrics,
for optimization and learning. So building the cases is made
easier. A strong insight facilitates a good story, the only
challenge is to fit it within 2 minutes.”
What was your experience of getting your
client’s sign off?
“Successful campaigns are always well received by clients.
Sometimes receiving the detailed business results is more
difficult.”
What has been your biggest learning from
putting the winning case study together?
“It comes back to the quality of the insight, simple yet
surprising. After that, the story just unfolds. This is
something that we have been practicing for some years now
and was reflected in the number of awarded campaigns
last year. Also, I have to admit that walking on that stage so
many times is addictive!”
IN SHORT
PUT FORWARD YOUR CASES THAT HAVE THE MOST SURPRISING INSIGHTS AND INNOVATIVE EXECUTION.
● BUILD A SHORTLIST OF YOUR MOST SUCCESSFUL
AND BRILLIANT CASES.
● MAKE SURE YOUR ENTRIES ARE RELEVANT TO THE CATEGORIES YOU SUBMIT THEM IN AND TAILOR THEM WHEN NECESSARY.
● LOOK BEYOND METRICS TO PROVIDE THE JUDGES
WITH QUALITATIVE RESULTS.
●
8 May 2017, Rome Cavalieri, Italy
THE WRITTEN SUBMISSION
Sunday Grannies
OBJECTIVES
Our objectives were to:
● Re-establish Vodafone’s credentials as a customer-friendly
mobile provider that empowers Romanians to stay connected
with friends and loved ones
● Drive sales of new Vodafone 4G phone contracts and
increase usage of data
● THE OBJECTIVES OF DEVELOPING A POSITIVE BRAND IMAGE AMONGST A SPECIFIC TARGET AUDIENCE AND BOOSTING 15 CLEARLY
April 2015,
Dubai
SALES ARE
OUTLINED.
INSIGHT
Vodafone is one of the largest mobile phone network
providers in Romania, and also one of the oldest. In fact, when
it launched into the market in 1997, it was the first 2G provider
in the country.
But in 2015, Vodafone’s market share was under threat.
German operator Deutsche Telekom had recently entered
Romania for the first time, integrating two local mobile
networks to form the most powerful group in the category. To
ensure immediate success, Deutsche Telekom had launched a
massive above-the-line advertising campaign announcing its
competitive contract offers.
This spelled trouble for Vodafone, which was getting ready to
launch its new superfast 4G mobile smartphone contracts.
●
THE MARKET CHALLENGES ARE HIGHLIGHTED.
Without the budget of Deutsche Telekom, regular price-driven
campaigns wouldn’t have been effective. Instead we need a
more personable message that would trade on Vodafone’s
established place as one of Romania’s longest-serving mobile
providers.
RELEVANT CONCLUSIONS FROM THE BRAND INSIGHTS BUILD UP THE STRATEGY.
●
STRATEGY
Statistics show that more than four million Romanians
over 75 live alone. For these lonely senior citizens who live
isolated in the small apartments of urban Romania, life often
feels challenging.
● THE CONTEXT IS SET BEFORE DEVELOPING THE
STRATEGY ITSELF.
However, as the insights revealed, despite living alone, most
of these old people – especially grandmothers – still try to
make the most of things, by cooking large family meals on a
Sunday. They don’t regularly have visitors, but it’s a tradition
they just can’t bring themselves to stop – just in case their
loved ones come over to visit.
This contrasts sharply with the habits of university students.
For them, a home-cooked meal is a rare delicacy. Unhealthy
fast-food and ready-made meals make up most of their diet.
This gave us an idea.
It would show how technology (and Vodafone’s new
superfast 4G service) could fight loneliness and help people
‘Make the most of now’. If Granny’s family couldn’t join her
for dinner, it would connect her with someone who could
(and would really appreciate a little home-cooking): local
students.
●
THE BIG IDEA IS DEVELOPED USING STORYTELLING.
In line with Vodafone’s desire to celebrate ‘Romanian
empowerment’ (it only uses real people in its advertising, not
actors), the agency would select two real grannies and make
them the face of the campaign – and Romania’s first senior
citizen internet stars.
Using the power of Vodafone 4G internet, it would help the
grannies put out a call on Vodafone’s social media channels,
offering free dinner spots to the first students who responded
to her message, and amplify the grannies’ social message
with above the line advertising on TV, radio and outdoor.
We look for campaigns that can grab the attention with
a surprising insight and bring innovation. UM Romania
8 May 2017, Rome Cavalieri, Italy
In line with Vodafone’s empowerment message, it would
show how Vodafone’s new superfast 4G mobile internet
services could connect people and help change lives for the
better.
THE APPROACH REFLECTS THE LINK BETWEEN THE
STRATEGY AND THE BRAND’S PRODUCTS AND VALUES
IS MENTIONED.
●
EXECUTION
Introducing: Sunday Grannies.
The agency identified Tanti Ani and Marcela, two ladies from
Bucharest
be2015,
the face
of this campaign.
15 to
April
Dubai
It showed them the basics of social networks, helped them
create profile pages on Facebook, and asked them to post
pictures of their latest menus. We then invited students on
Facebook to visit the grannies for a free Sunday lunch.
As the unusual invitations began generating social buzz, we
activated the next phase of the campaign: full-spectrum ATL
(above the line) activity.
It made a documentary showing how the lives of the two
grannies had started to change and put it on TV. Soon their
lonely apartment became the hottest lunch place in town.
Romanian celebrities, like tennis player Simona Halep booked
a seat for lunch. And even a judge from top-rated food TV
show Masterchef was invited to see how the grannies’ food
compared to the professionals’.
● THE
EXECUTION IS A FIRST IN THE INDUSTRY.
As the grannies’ recipes became more famous, Vodafone
took their fame to the next level by launching their own
cooking show through a series of segments integrated into
Romania’s most successful morning show. Partnering with
Mega Image, the biggest food retailer in Bucharest, it even
turned one of the grannies’ most popular recipes – their
signature Lemon Pie – into a product consumers could buy in
their local supermarket.
As the message spread among Romanians of all ages, we
launched a Facebook app to help other grannies across
Romania organize pop-up Sunday lunches and invite people
over.
● AFTER A SUCCESSFUL INITIAL STRATEGY, THE OPPORTUNITY TO EXTEND THE EXECUTION WAS SEIZED.
● EACH ELEMENT OF THE EXECUTION SUPPORTS THE BIG IDEA.
RESULTS
Sunday Grannies connected the nation and turned empty
houses into happy homes again. The campaign achieved over
380M media impressions, for a 99% reach.
The story was reported on all major Romania media outlets.
Over 430,000 fans joined their Facebook page – making it
the second most-popular Facebook page in Romania (after
Coca-Cola).
The thrilling social outcome was a triple rate of Facebook
adoption for seniors, from the launch of the campaign,
extending to Q1 of 2015. This drove an impressive 20%
increase in the total number of Facebook accounts owned by
people over 65 years in Romania.
Moreover, Vodafone brand KPIs showed significant
improvements in Simplicity (+9%) and Customer Service
(+7%), attributes which were directly connected to the
grannies’ demonstrations.
And the best bit? Sales of Vodafone’s 4G smartphone sales
shot up by 79% in 2014 Q4, compared to 2013 Q4.
The Facebook community is still growing without paid media
support, and the grannies are still cooking.
●
AMAZING RESULTS THAT HAVE BEEN PUT INTO CONTEXT.
TIPS TO ENTER
● READ THE CATEGORY DEFINITIONS AND JUDGING CRITERIA CAREFULLY BEFORE
SUBMITTING YOUR WORK INTO ANY CATEGORY.
●
●
●
YOU CAN ENTER THE SAME CAMPAIGN ACROSS SEVERAL CATEGORIES BUT IT’S ADVANTAGEOUS TO TAILOR YOUR ENTRY TO EACH CATEGORY.
DON’T IGNORE THE NEW CATEGORIES WHERE YOU CAN SET THE BAR.
DON’T HESITATE TO GET IN TOUCH IF YOU NEED FURTHER ADVICE FROM OUR
AWARDS TEAM.
8 May 2017, Rome Cavalieri, Italy
WHAT ARE THE JUDGES LOOKING FOR IN EACH CATEGORY?
MEDIA
● NEW Best Use of Real-time marketing: The real-time
marketing shown will be either planned or spontaneous via
Twitter, Periscope, Facebook for example but non-digital
executions will also be considered.
#BikeMyTights
●
● NEW Best Use of Gamification: How has gamification
added value to the client’s brand? The activation should
incorporate game elements such as points or reward
systems, and may be digital or offline, not necessarily an
online 15
game.
April 2015, Dubai
How Telekom Malaysia gamified a TV ad to help those in
need
●
● NEW Best Use of an Influencer: How has a blogger,
star, athlete, or an opinion leader for example helped a
campaign to succeed? Authenticity is key.
Feel Wimbledon
● NEW Best Use of Media to Support E-Commerce
Judges will pay a particular attention to on and/or offline
sales driven results for this category. Show your campaign’s
strategy and execution was tailored to boost e-commerce.
PayPal - Turning Nothing Time into Shopping Time
●
● NEW Best Use of Traditional Media: Traditional media
should have played a major, specific role in the campaigns
submitted here, while judges also expect to see creative use
of the media.
Marvel’s Ant-Man: Heroes don’t get any bigger
●
● NEW Best Media Partnership Award
Powerful partnerships will rule this category. Highlight how
the results benefitted both parties.
Sensodyne: Future Now
●
● NEW Best Sponsorship Activation
How has the brand developed its interaction with the
consumer and brand awareness through its sponsorship?
Show how you engaged consumers and won their heart
over for the brand.
Rugby World Cup 2015
●
● NEW Best Independent Agency Campaign
Only independent agencies may enter in this category. Show
how your status as independent helped you to produce a
unique, stunning campaign.
Lucy the Robot
● Best Communications Strategy: Judges particularly like
cases that can show the quality and impact of consumer
touchpoints. This is a highly competitive category, so your
campaign must stand out!
Sharing the joy of reading at Christmas
● Best Engagement Strategy: Successful consumer
engagement will show tangible audience related results.
Remember to add context to your results – what were the
objectives vs the results for example?
#Mynorth: The Basketball Story of my Neigborhood
●
● Best Event/Experiential Campaign: The successful
campaign will show how the stunt brought the brand to life,
really connecting with consumers.
Pay With Blood
●
● Best Launch Campaign: Be clear on how it is a launch or
re-launch, and what the campaign achieved.
Ariel: Removing the stains of social inequality
●
● The Creative Use of Media Award: It’s about innovation,
though not necessarily with new technology, but a new way
of thinking and making the judges kick themselves for not
thinking of it first.
Newcastle Band of Brands
●
● The Effectiveness Award: Results are key and they really
need to impress judges, but equally important is that they
support the initial objectives and are put into context.
Sting Launch
● Best Use of Video: Judges look for well executed video
campaigns with impressive audience engagement.
KFC: ’Hot & Cheezy’
CONTENT
● Best Use of Content: Not to be confused with Best Content
Creation. Here you do not need original content, it’s about how
the content was leveraged to help the brand.
Sunday Grannies
●
● NEW Best User Generated Content
Here the jury will be looking to reward content creation
strategies based on the participation of the consumers,
whether they generated the content themselves or collaborated
with the brand.
#Littlemoneybigfun
8 May 2017, Rome Cavalieri, Italy
● NEW Best Branded Content Creation Award: This
category focuses on original content newly created for
the brand. Judges will want to see the ‘brand fit’ and the
creativity of storytelling across media channels.
Very #Summertime
TECHNOLOGY
● NEW Best Use of New Technology: Judges will look for
real innovation and clever use of either existing tech, or new
adaptations to really leverage a brand’s message.
Premium Desinations
●
● NEW Best Use of Geo-Location
Do you reach consumers right where they are? Show off
your use
of Geo-Location
15 April
2015, Dubai and how the application for
location intelligence produced meaningful results.
Bringing Geo-Fencing into the Programmatic Age
●
● Best Use of Mobile: It’s critical that campaigns
submitted are ‘mobile-first’ ie the campaigns are specifically
created for mobile, including Apps, content or any form of
mobile advertising.
Coke Cheers
●
● Best Social Media Strategy: Judges love to see social at
the heart of these campaigns rather than social simply used
as a means of amplification.
L’Oréal Puts Cannes in the Hands of Chinese Women
●
● Best Use of Programmatic Technology: Be clear on
what programmatic is and how you have used it to the best
advantage.
Every Dog Deserves the Right Nutrition
INSIGHT
● NEW Best Local Execution of a Global Brand: Global
brands that has been successfully adapted locally could
win here, demonstrating cultural understanding and
consideration in the campaign.
Call Centre Cosmo: P&G taps new target audience
●
● NEW The Creative Use of Data Award: How has data
shaped the campaign and ultimately improved results for
the brand? Judges are looking for how data has specifically
impacted a campaign rather than a showcase of generic
research or data resource.
The Colder it Gets...
●
● The Best Insight Award: Powerful insight should show
depth of understand of the target consumer and market to
win here, rather than relying on generic stereotypes.
How a telco used children’s voices to engage people and
save lives
● Best Targeted Campaign: Aren’t all campaigns targeted?
Here’s your chance to show the quality of brand to audience
connection.
Sainsbury’s - An authentic Polish Christmas in the UK
●
● Best Not-For-Profit Campaign: This is to showcase the
work for charities, not-for-profit organisations or government
agencies, and NOT corporate brands. Good work for brands
should be entered to the Best Utility/Public Service Award.
March of Toys
●
● The Utility/Public Service Award: This category is
to showcase brands that have done good via a specific
campaign or initiative. Judges favour those that made
significant impact for both brand and the cause.
Dettol ignites ‘The Cleanliness Revolution’ in India
Check the full category descriptions here.
See the full list of winners from the 2016
edition along with their case studies here.
WE ARE LOOKING FORWARD TO RECEIVING YOUR WORK!
Find us on:
For Awards enquiries please contact [email protected]