Long-Term Media Strategy

Mindshare UK

 

Three: Living Life To The Full, Without Consequences

This category celebrates an agency’s longer-term contribution to a client’s brand or commercial success and looks at how insight, strategy, planning and activation have contributed to success over a minimum period of two years.

Mobile operator Three created a long-term media strategy based on insight derived from consumer data. This fed into a campaign that resulted in three distinct messages. For Go Roam, customers can use roaming in 71 destinations around the world at no extra cost. For Go Binge, they can stream their favourite shows and music without using up their data and also use Snapchat for free. To promote the free use of Snapchat, Three Mobile created the Puggerfly, the world's first Snapchat augmented reality pet. As part of Go Binge, Three partnered with Time Out to produce limited edition copies of the magazine with an integrated-screen cover ad, which were distributed at London tube stations. Those who got a copy were able to stream exclusive footage of the Netflix series ‘Glow’ via the Three mobile network using the screen embedded into the magazine’s cover.

Silver
Manning Gottlieb UK
No One Should Have No One - Age UK
Across the UK over half a million older people regularly go over a week without seeing or speaking to anyone, and over 1.2 million older people are chronically lonely. Age UK and Manning Gottlieb UK embarked on a three-year strategy to tackle the issue, making people aware, act and share.

Activity culminated in a partnership with Channel 4 and CPL Productions to create a Christmas special of Old People’s Home for Four Year Olds. The programme, which focused on intergenerational contact to improve older people’s lives, highlighted the issue of loneliness.

Bronze
ITV and MIndshare UK
Superdrug and Love Island: A Sunny Outlook - Superdrug
In 2016, Superdrug formed a partnership with ITV’s Love Island to raise awareness of its own-brand products amongst 16-34 year-old women. The relationship has gone from strength to strength and has included broadcast idents, social posts and product placement in the villa, including an exclusive line of Love Island-branded placed in the villa alongside other Superdrug own-brand products.

Finalists
m/SIX: Just Keep Delivering: How Just East drove exponential growth by understanding the nation’s appetite
MediaCom: DFS: Quality Made in Britain
The7stars: the7stars and Iceland: bringing ‘penny drop moments’ to the nation.
Vizeum UK: Ikea: The Wonderful Everyday

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