LONDON, October 28, 2011 /PRNewswire/ --
UK Campaign wins Global Gold Award
- With photo
Vibrant announced the winners of its fourth annual Vibrant Awards last night, as a UK contextual advertising campaign for Jeep by agency Maxus won the Global Gold prize. The Global Silver went to Vodafone D2 GmbH/Media Team OMD; and Chrysler LLC/Universal McCann picked up the Global Bronze. The Vibrant Awards 2011 recognise and reward the best contextual advertising campaigns from the world's top brands, submitted by brand marketers and agencies.
Patrick Lindon, Senior Planner/Buyer for Maxus Global who received the Global Gold Vibrant Award for Jeep last night, said, "We are thrilled to win this Global Gold award for Jeep. Voted for by both our peers and the public globally we worked really hard with Vibrant on bringing this idea to life - so it's great to receive this recognition. What really makes this campaign great is that on the surface the creative appears to be simple and seamless and can easily be explained in one sentence to anyone. However, behind the scenes took all of Vibrant's technical know-how to make this work so effectively and how best to connect with Jeep's audience."
The "Jeep Dynamic Weather Unit" campaign utilised IP targeting to allow live, weather-related creative executions to be served, relevant to the location of the user. The innovative campaign contributed to Jeep meeting its key objective of selling its full target sales allocation of vehicles, two-thirds of the way through the advertising schedule. Judges praised the Global Gold winning campaign for "its savvy, unique idea - bringing useful solutions to the end user."
The UK Gold Award went to Unilever, Lynx/Mindshare for Lynx Dry "premature perspiration" campaign. Supporting only one TV spot booked to appear after the Champion's League Final. The multi-faceted contextual campaign featured a tease/seed strategy using video and social media content with sneak previews of the TV spot; a live count-down timer to the 'event'; an online network takeover while the TV spot ran; followed by a 6-video sequentially targeted video to engage with users post campaign.
The UK Silver Award was given to Foot Locker/OMD for its pan-European Facebook campaign. Targeting 16-24 year olds driving them to their Facebook page; to interact with video content, and enter a competition to star in a Foot Locker video shown on MTV.
The UK Bronze Award was presented to Unilever, Flora/Mindshare. This was a year-long, information-led, contextual advertising campaign targeting 50+ audience, to educate them on the benefits of actively reducing their cholesterol by switching to Flora Pro.Activ.
Martin Forbes, Senior Vice President & MD Europe of Vibrant, who presented the UK awards said, "We celebrate the innovative, creative and successful contextual campaigns in the Vibrant Awards. The opportunities for global and national blue-chip to communicate with their audiences in a relevant way are proven as the commercial results for these campaigns show. We are thrilled that a UK campaign is the overall Gold winner this year - it's testament to Jeep and Maxus embracing the medium to gain commercial success for the brand, and a fun, creative campaign idea that resonated with its audience was appreciated by the judges."
Contextual Advertising entries were evaluated by a panel of experts and online voting by members of the advertising industry on three criteria: creativity and relevancy of campaign strategy; effective communication of brand message and meeting campaign objectives; how contextual advertising brought value to the campaign.
Winning campaigns here http://www.vibrantawards.com/
Full list of judges here http://www.vibrantawards.com/judges.asp
About Vibrant
Vibrant is a world leader in contextual technology aligning billions of words across the internet with relevant video, information, tools and advertising. With over 6,000 premium publishers, reaching more than 250 million unique users per month (comScore, 2011), Vibrant gives brand marketers the opportunity to deliver highly targeted advertisements within premium web content and offers publishers premium editorial tools to re-circulate users throughout their websites. Vibrant clients include Jeep, Microsoft, General Motors, Unilever, Sainsbury's and Hewlett Packard.
The company, founded in 2000, has offices in London, New York, Boston, Detroit, Chicago, San Francisco, Los Angeles, Paris, Hamburg, Munich and Dusseldorf. Vibrant has featured in the Inc. 500 and Deloitte Fast 50 lists, and in the UK: Media Momentum 2006, 2007; 2008 and Sunday Times Tech Track in 2004 and 2005. http://www.vibrantmedia.co.uk or http://www.hyperlinkevolved.com or http://ww.facebook.com/vibrantmedia or http://twitter.com/vibrantmedia.
Note to Editors:
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