Best Digital Marketing Campaign

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Best Digital Marketing Campaign

MMU Business School

Winner 2010

iris Manchester with Wonderbra - Ultimate Strapless

The judges said

"This year’s winner won the judges’ full support for a campaign gracefully executed and pitched just right for the target audience. With a great microsite as well as social media activities, it highly deserves this year’s award."

Entrant’s description

Until recently launching a product without the use of traditional media would be unthinkable. There’s nothing wrong with shouting about your new arrival in this way. What if you don’t want to shout? What if you want to build momentum, spread the word, in a more targeted and efficient way? Would you be brave enough to launch your most revolutionary products in years, a strapless bra that actually works and something women have been crying out for, with JUST a microsite, digital marketing, and PR for support? The Ultimate Strapless. No straps. No traditional above-the-line support. Just record sales.

Shortlist 2010

iris Manchester with Wonderbra - Ultimate Strapless
Mobious with Carling Weekly Email
PushON and Brazen PR with 30 Beats: Mechanical Music

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.

Closing date for this award was 8 March 2010

Last Year's Winner

LOVE with Doctor Martens

Click to see bigger photo

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.