Media Owner - Media Idea - £250k to £1m

Global The Media & Entertainment Group

 

Global The Media & Entertainment Group

Summer 2017 was light on major sporting events so Greene King combined music and beer to attract punters to its pubs. It teamed up with Global brand Radio X to stage a three-month ‘Summer of Sound’ campaign, delivered on-air, online and across 800 pubs.

The campaign also included the release of Amplified, a limited edition ale, created by Greene King and Radio X presenters Chris Moyles and Dominic Byrne. It was sold exclusively by Greene King, with the story of Moyles’ and Byrne’s involvement providing content to promote Amplified across Radio X’s social, digital and broadcast channels. Greene King’s 800 pubs also got involved in promoting Amplified across their individual websites and social accounts. The partnership culminated in ‘Live at Your Local’, a pub-based search for the UK’s best music talent. Following local heats in Greene King pubs, it culminated in a live final at the Indigo 02. Sales of Amplified beat forecasts, and with 20p from each pint going to Global’s charity Make Some Noise, the campaign also raised £100,000 for good causes.

Silver
Channel 4
Old People’s Home for Four Year Olds at Christmas, Manning Gottlieb OMD/Age UK
Age UK wanted to highlight the loneliness older people face at Christmas. Channel 4 developed a partnership with Manning Gottlieb OMD and CPL Productions to produce a one-off Christmas special of its hit TV series Old People’s Home for Four Year Olds, which used intergenerational contact to improve older people’s lives. The festive episode focused on loneliness and its impact on the elderly, paying particular attention to why Christmas is such a tough time for older people.

Bronze
Zenith UK and Digital Cinema Media
Putting a spotlight on the leading ladies of cinema, CotyCoty Consumer Beauty/Max Factor UK To appeal to a 35+ female audience, Max Factor focused on its reputation for classical glamour, make-up artistry and Hollywood, and combined this with some of 2017’s blockbuster movies, such as Murder on the Orient Express and The Greatest Showman. Joining forces with Twentieth Century Fox, Digital Cinema Media and Recipe, Max Factor combined film footage with tailor-made tutorials. In a media first, the campaign involved partnering solely with flagship cinema venues Picturehouse, Everyman, and Curzon to bring a range of on and off-screen activity to life including events, takeovers and competitions.

Finalists
Amazon Advertising: The Volvo V40 Prime Now Test Drive
Bauer Media: Magic Radio Sponsorship, Universal Orlando Resort/Magic Radio
ESI Media: Celebrating a Different Type of Richness, San Miguel
Sky Media, Bountiful Cow & News UK: Helping Movember re-gain its Mojo, The Movember Foundation

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