Digital, social media and comms news.
Plus: enter the CorpComms DigiAwards! Innovative use of digital media in communications. Bright sparks need apply!
The London Fire Brigade picked up the Grand Prix trophy for its Guess the cause of the fire campaign at the 2013 CorpComms Digi Awards.
News manager Emma Cullen and assistant communications officer Ashley Fryer accepted the trophy from Darryl Sparey, new business director at sponsors Precise Media, at the Monster Digerati Party in the Museum of London.
The London Fire Brigade was recognised for its Guess the cause of the fire Facebook campaign, which was targeted at young educated people who are responsible for one quarter of the 12,000 fires in London every year. The campaign, which shows pictures of burned out rooms and asks followers to ‘guess the cause of the fire’, offers fire prevention advice in a humorous way, and has been responsible for a 25 per cent reduction in fires since its launch.
Almost 250 guests attended the Monster Digerati Party, the UK’s only interactive awards ceremony, where they were entertained by Edinburgh Festival favourites Jonny & The Baptists and piano twosome The Gents.
BOTTLE PR and Golden Wonder Crisps picked up two trophies, Best Integrated Campaign and Best Evaluation of a Digital Campaign, for their Golden Wonder Bites Back campaign, which sought to position the crisps as a challenger brand and to win back support from ‘lapsed lovers’.
Elsewhere, Debenhams picked up the Best Digital Team trophy despite only being created just over a year ago, while BT and Zeno Group won the Best Digital Campaign for their BT London 2012 Gigapixel Panoramacampaign. Other winners included O2 for Gone Roamin’ – a summer of O2 travel, an Instagram campaign created by Hope & Glory, which picked up the Best Use of Microblogging award, and STA Travel with Blackbridge Communications, which picked up the Best Use of Digital Media in Internal Communications for its The Loop intranet.
Helen Dunne, editor and owner of CorpComms Magazine, also presented a new trophy, The Monsterati, to Ogilvy PR. The Monsterati has been created to represent a lifetime achievement award in the industry. Going forward, the recipient will be decided by an industry poll. Ogilvy PR was selected as the recipient of the inaugural Monsterati for its outstanding work in social and digital media, and its past successes at the Digi Awards.
Best Corporate website
We are looking for websites that not only communicate information, but also permit a degree of interaction with the organisation both through content and functionality. The judges will pay close attention to clarity of communication and ease of navigation. Please remember to include the relevant URL.
Best consumer website
We are looking for websites that deliver a brand experience for consumers by providing engaging content and encouraging return visits. The judges will be looking for ease of search and navigation, information, unique initiatives and relationship building. Please provide the relevant URL
Best use of video
If a picture tells a thousand words, a video is a full-blown conversation. The judges are looking for organisations that have used video in campaigns to engage with new audiences and to achieve specific objectives, such as sales targets, dealing with crises or improved brand awareness. It is not just about the viewing figures. (NB Examples of video must be provided.)
Best online annual report
The judges are looking for online reports that take advantage of the unique characteristics of the web medium rather than simply reproduce the printed version. They will consider ease of navigation, accessibility of multi-layered levels of narrative and data, interactivity, spreadsheets and rapid signposted access to the desired areas of information. (NB Screen grabs and a URL must be provided.)
Best use of digital media in internal communications
Communicating with employees has never been so important. The judges will be looking for evidence that objectives, such as enhanced engagement and an improved understanding of the corporate message, have been met.
Best use of digital media in customer services
The line between corporate communications and customer services is increasingly becoming blurred. Digital media has changed customers’ perception of service, which, if not lived up to, can have a dramatic impact on corporate reputations. The judges will be looking for innovative use of digital media to engage with and deal with customer queries. Information on customer satisfaction levels and examples of specific cases of interaction should be provided.
Best use of microblogging
Organisations are now holding conversations with their stakeholders. The judges are looking for the most innovative use of Twitter or other microblogging platforms by an organisation in any communications campaign. They are looking for evidence of engagement, not just re-tweets or the number of followers, and originality.
Best use of social networking
The judges are looking for the most innovative use of Facebook, or similar social networking platforms, by an organisation. They are looking for evidence of engagement and originality. This can be a standalone campaign for a specific initiative or a long-standing programme to build, for example, brand awareness or customer loyalty.
Best use of location-based tools
The arrival of Foursquare and other location-based social media platforms has transformed the marketing strategies of many organisations. From driving customer traffic to engaging new audiences with promotions or games like treasure hunts, the judges will be looking for innovation and originality.
Most innovative product
From smart phone applications to products that track the influence of Twitter, new technology is assisting digital media to spread the corporate message. The judges will be looking for originality in the concept, interactivity and its effectiveness in communicating the message or information. They will also consider the return on investment, including the original budget.
Best evaluation of a digital media campaign
It is not enough to launch the message. It is vital to evaluate that it is being understood, that the appropriate audiences are being engaged with and that influencers have been identified. The judges will be looking for evidence of all these factors, and also for examples of real-time engagement with stakeholders to shape the message.
Best digital campaign
The judges will be looking for a campaign that fulfils its initial objectives through the most imaginative use of digital media. It can be a standalone digital campaign, or one that is part of a larger PR initiative that is not specifically digital-focused. The return on investment, including the initial budget, will be considered. Entries that provide an evaluation of the campaign may perform better.
Best integrated campaign
While changing the pace of communications, digital media is but another channel. The judges are looking for a campaign that draws on at least three channels, including offline, to creatively and effectively communicate its message. The campaign must provide evidence of its ‘joined up approach’ and demonstrate how interactivity has delivered value that would not be possible by exclusively using traditional media. Entries that provide an evaluation of the campaign may perform better.
Best specialist digital agency
This category is open to all agencies that specialise in digital media. The judges will be looking for examples of past work, evidence of creative and original thought processes, and performance metrics.
Best agency with integrated digital expertise
This category is open to agencies that provide a digital offering to their clients. The judges will be looking for examples of past work demonstrating how the agencies’ digital expertise has benefited clients, particularly when it is provided in conjunction with standard PR services. They will want examples of past work, evidence of creative and original thought processes, and performance metrics.