Best Digital Marketing Campaign

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Best Digital Marketing Campaign

The winner is....

LOVE with Doctor Martens

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The judges said

"Digital Marketing requires the pretty obvious intersection of digital and marketing but it's seldom that agencies actually get the balance right. The winning work here struck exactly the right chord, encouraging 25,000 people to create a design online, 1 million people to vote and over 3 million page views within a 3 month period. And it delivered a 500% increase in audience from last year’s award-winning campaign."

Entrant's description

Dr Martens wanted to reconnect and increase relevance of their brand to the younger audience. Technology enabled this to happen instantly and globally with an online competition to find the design for the next 1460 boot. Building on the success of the previous year, they launched a second round in 2008, giving people the chance to leave their mark on two blank iconic canvasses. Round two of The Brief also had two winners with one selected by the public and another by an industry panel. Additional campaigning tools enabled entrants to display designs in their own personal web spaces.

Commendation

The judges also awarded a commendation to:

Axon Garside Creative with The Factory

Axon Garside - Commendation for Best Digital Marketing Campaign

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The judges said

This was an entry that made us laugh out loud, bringing a potentially dry subject to life.

Judging Criteria

"An entry in this category must include a significant use of online or digital technology to promote a product or service. Campaigns could include online advertising, viral marketing, email marketing, SMS campaigns and integrated on and offline campaigns. Entrants should demonstrate the effectiveness of the campaign in generating business (for the commissioning organization), directly or indirectly."