Mon, 15 Jun 2015 16:23:39 GMT
Marketing communications agency Campbell Ewald has been awarded the 2015 Warc Prize for Social Strategy for Project Architeuthis, a campaign developed on behalf of the U.S. Navy. The award, which honours social ideas and strategies that generate earned media and drive business results, was presented to Campbell Ewald at a ceremony today in London.
Campbell Ewald’s Project Architeuthis earned the competition’s highest honour, the Grand Prix, beating out campaigns from top global brands such as Coca-Cola, Pepsi Max, Nestle, Chobani and Adidas.
Riding on a winning streak, the prize marks the tenth award this year that Campbell Ewald has received for Project Architeuthis. Previous awards include: two 2015 Gold Effie Awards for Media Idea and Government, Institutional and Recruitment; two 2015 Shorty Awards for Best Multi-Platform Campaign and Best Use of Gamification; one New York Festivals Award for Creative Effectiveness; one Target Award for Business and Consumer Services; one 2015 D Show Award for Best of Innovative Marketing; one AICP NEXT Award (shortlist) and one 2015 Webby Award for Best Use of Social Media (official honouree). Project Architeuthis is also in the running for various awards at the prestigious 62nd Annual Cannes Lions Festival of Creativity.
Created by Campbell Ewald in 2014, Project Architeuthis was a puzzle-based alternate reality game designed to drive awareness of Navy cryptology. Engaging a hard-to-reach micro-target of natural born problem solving millennials, the multi-platform social campaign successfully fused strategic insight, channel knowledge and creativity into one powerful idea that got players thinking like Navy Cryptologists. The campaign was credited with helping the Navy reach its challenging Cryptology recruitment goal, making it the first U.S. military branch to implement an alternate reality game for recruitment purposes. The intricacy of the campaign also gained so much social media buzz (including 4,631 new followers of Navy Cryptology and Project Architeuthis Facebook pages) and press attention (more than 50 pieces of coverage globally) that a Russian news source speculated whether the winner of the puzzle game would be recruited into a top secret project by the U.S. Navy.
“Winning the Grand Prix is a testament to the global reach this campaign has seen. Project Architeuthis moved the needle for U.S. Navy recruitment, and we are proud to stand behind a campaign that has achieved such a high caliber of recognition,” said Jim Palmer, CEO of Campbell Ewald. “We are honoured, as always, to do work for the people who work so tirelessly to protect our country.”
The second annual Warc Prize for Social Strategy searched globally for examples of marketing or communications strategies that inspired social effects (conversation, sharing, participation or advocacy) and also had a measurable business impact. The 32 shortlisted entries came from 11 different markets around the world and from a mix of creative agencies, media networks, digital and social specialists. Winners were determined by a panel of 16 judges from top brands and agencies.view more - Awards and EventsCampbell Ewald, Mon, 15 Jun 2015 16:23:39 GMT