This year’s International Content Marketing Awards celebrates not only the worthy winners that walked away with one of the highest prizes in content marketing, but a year in which content has rocketed up the marketing and business agenda. The medium is now one of the most important weapons in a marketer’s arsenal to attract and retain customers, and its use is everywhere, from online video and mobile apps to the digital space and print publications.
Indeed, this is the first year the awards have taken place under the banner of the Content Marketing Association, as opposed to the Association of Publishing Agencies - a change that represents just how far the industry has developed and the exciting developments to come. The unprecedented standard of entries this year is demonstrated by the large number of Highly Recommended content solutions. In previous years, these entries would have gone straight onto the winners' pile, and their achievements are no less significant.
So here are all 28 winners of the International Content Marketing Awards 2012. They are the finest examples of a marketing medium that’s getting bigger and more thrilling every year, and proof that content marketing not only works, but works with style and confidence.
Grand Prix winner
Grand Prix
Winner > Little Ones Baby and Toddler Club > Sainsbury’s > Seven
This year’s Grand Prix winner takes the overall prize not only because of the sheer scale of its operation and detail of its strategy, but also for its inspiring editorial and phenomenal results. The multi-platform club for pregnant mums and parents with children under four has, over its three years of existence, constantly refined and honed its approach, and is now a fully integrated best in show, the textbook example of how to use a series of platforms and channel-specific content to engage a wide range of audiences.
Winner > Little Ones Baby and Toddler Club > Sainsbury’s > Seven
This year’s Grand Prix winner takes the overall prize not only because of the sheer scale of its operation and detail of its strategy, but also for its inspiring editorial and phenomenal results. The multi-platform club for pregnant mums and parents with children under four has, over its three years of existence, constantly refined and honed its approach, and is now a fully integrated best in show, the textbook example of how to use a series of platforms and channel-specific content to engage a wide range of audiences.
In the past 12 months, the programme has acquired over 90,000 members to bring the total membership to well over half a million. Over a 12-week period, these members spent more than non-members on baby products (£51.95 vs. £38.37), while Nectar data shows that member-spend in Sainsbury’s baby aisle increases with length of club tenure. The judges were suitably blown away. “Little Ones is magnificent, completely out on its own,” they said. “Its clean segmentation and astonishing results makes it a demonstration of content marketing at its very best.”
Sponsored by
Marketing Week
Marketing Week
CMA Category Winners
Best automotive title
Winner > Zoom-Zoom > Mazda > Redwood
Serving a community of 1.5 million Mazda customers across the globe, Zoom-Zoom is printed in six languages, with 13 versions distributed three times a year. Content ranges from features on Japanese craftsmanship and the world’s top up-and-coming neighbourhoods, to beautiful portrait photography and related media such as the Mazda2 Wall of Death video. “Zoom-Zoom won on creativity and effectiveness,” said the judges. “It knows its target audience perfectly and has gone well beyond its client’s objectives.”
Highly commended > Audi Magazine > Audi UK > Northstar
Winner > Zoom-Zoom > Mazda > Redwood
Serving a community of 1.5 million Mazda customers across the globe, Zoom-Zoom is printed in six languages, with 13 versions distributed three times a year. Content ranges from features on Japanese craftsmanship and the world’s top up-and-coming neighbourhoods, to beautiful portrait photography and related media such as the Mazda2 Wall of Death video. “Zoom-Zoom won on creativity and effectiveness,” said the judges. “It knows its target audience perfectly and has gone well beyond its client’s objectives.”
Highly commended > Audi Magazine > Audi UK > Northstar
Sponsored by
Denmaur Independent Papers
Denmaur Independent Papers
Best finance title
Winner > Liquid > HSBC > Specialist
Liquid has a tricky remit: to engage HSBC’s affluent, investment-savvy banking and Premier customers, attracting a greater share of wallet and brand consideration for investments and savings. It does this by showcasing its client’s expertise and insight in the investment world, while also using high-profile financial journalists to offer an independent view. “The magazine is friendly, down to earth and not complex or highbrow,” said the judges. “It manages to apply a lifestyle magazine feel to financial matters and even has some fun.”
Highly commended > Pet People > Allianz - Petplan > Sunday
Winner > Liquid > HSBC > Specialist
Liquid has a tricky remit: to engage HSBC’s affluent, investment-savvy banking and Premier customers, attracting a greater share of wallet and brand consideration for investments and savings. It does this by showcasing its client’s expertise and insight in the investment world, while also using high-profile financial journalists to offer an independent view. “The magazine is friendly, down to earth and not complex or highbrow,” said the judges. “It manages to apply a lifestyle magazine feel to financial matters and even has some fun.”
Highly commended > Pet People > Allianz - Petplan > Sunday
Sponsored by
Newnorth
Newnorth
Best travel and leisure title
Winner > Do Not Disturb > Best Western > Cedar Communications
Second year in a row for the Best Western magazine, as it impressed the judges with both the issues and the award entry itself. “It was head and shoulders above the rest,’ they said. “It’s cheeky, on brand, and even the award entry was brilliant.” The title has some of the most original content in the industry, placing Charlie Dimmock choosing her sexiest tree alongside Heston Blumenthal naming the best-tasting air in Britain alongside Shakespeare reviewing a hotel. Utterly mad but totally fascinating.
Highly commended > British Airways' High Life Magazine > British Airways > Cedar Communications
Winner > Do Not Disturb > Best Western > Cedar Communications
Second year in a row for the Best Western magazine, as it impressed the judges with both the issues and the award entry itself. “It was head and shoulders above the rest,’ they said. “It’s cheeky, on brand, and even the award entry was brilliant.” The title has some of the most original content in the industry, placing Charlie Dimmock choosing her sexiest tree alongside Heston Blumenthal naming the best-tasting air in Britain alongside Shakespeare reviewing a hotel. Utterly mad but totally fascinating.
Highly commended > British Airways' High Life Magazine > British Airways > Cedar Communications
Sponsored by
Gold Key Media
Gold Key Media
Best membership title (not for profit/charities/associations)
Winner > economia magazine > The Institute of Chartered Accountants In England and Wales (ICAEW) > Progressive Customer Publishing
Faced with the challenge of creating a publication to help the ICAEW re-engage with their 140,000 members, the team behind economia magazine stepped up to produce an editorially and commercially robust magazine and website that accurately conveyed the concerns of their client’s members. Results were impressive: 88% of members surveyed said it provided authoritative insight and useful opinion, while average reading time was a lengthy 44 minutes. “This demonstrates excellent cross-channel strategy,” said the judges, “and is a great example to all clients of the benefits of letting a good agency take charge!”
Highly commended > Modus > Royal Institution of Chartered Surveyors (RICS) > Sunday
Winner > economia magazine > The Institute of Chartered Accountants In England and Wales (ICAEW) > Progressive Customer Publishing
Faced with the challenge of creating a publication to help the ICAEW re-engage with their 140,000 members, the team behind economia magazine stepped up to produce an editorially and commercially robust magazine and website that accurately conveyed the concerns of their client’s members. Results were impressive: 88% of members surveyed said it provided authoritative insight and useful opinion, while average reading time was a lengthy 44 minutes. “This demonstrates excellent cross-channel strategy,” said the judges, “and is a great example to all clients of the benefits of letting a good agency take charge!”
Highly commended > Modus > Royal Institution of Chartered Surveyors (RICS) > Sunday
Sponsored by
Precision Colour Printing
Precision Colour Printing
Best public sector/government title
Winner > Ethos Journal > Serco > Sunday
As the biannual magazine for Serco, the FTSE 100 international service company, Ethos is designed to keep key opinion formers aware of the latest public sector debates, as well as Serco’s experience within that world. It does this by combining a world-class line up of contributors with a refreshing style and format. Judges were impressed both by the quality of content and the high-class contributors, saying “It doesn’t just pay lip service to key issues, it tries to achieve real change.”
Winner > Ethos Journal > Serco > Sunday
As the biannual magazine for Serco, the FTSE 100 international service company, Ethos is designed to keep key opinion formers aware of the latest public sector debates, as well as Serco’s experience within that world. It does this by combining a world-class line up of contributors with a refreshing style and format. Judges were impressed both by the quality of content and the high-class contributors, saying “It doesn’t just pay lip service to key issues, it tries to achieve real change.”
Sponsored by
Kingston Smith
Kingston Smith
Best internal communication
Winner > Inside Track > British Airways > Wardour
Since British Airways were a sponsor of the London 2012 Olympic Games, they wanted an internal newsletter to reach each one of their 38,000 staff, highlighting the work BA were doing at the Games and making their employees feel part of it all. Inside Track was a daily newsletter that gathered stories and images throughout the day, including interviews with top athletes and content featuring BA staff. “The content is really engaging,” said the judges. “A lot of work has clearly gone into each issue, but it’s concise and easy to digest.”
Highly commended > The Globe > Barclays > Redwood
Winner > Inside Track > British Airways > Wardour
Since British Airways were a sponsor of the London 2012 Olympic Games, they wanted an internal newsletter to reach each one of their 38,000 staff, highlighting the work BA were doing at the Games and making their employees feel part of it all. Inside Track was a daily newsletter that gathered stories and images throughout the day, including interviews with top athletes and content featuring BA staff. “The content is really engaging,” said the judges. “A lot of work has clearly gone into each issue, but it’s concise and easy to digest.”
Highly commended > The Globe > Barclays > Redwood
Sponsored by
Lewis Silkin
Lewis Silkin
Best B2B title
Winner > The Review > Gemalto > Wardour
A staple fixture on the awards podium, The Review packs a lot into its pages, bringing technology to life and focusing on its real-life benefits. Now with a digital presence as well as print, the title is used by its client as a marketing tool at trade fairs and conferences, as well as a key way of keeping in touch with customers, clients and prospects. “This truly reflects who Gemalto is,” said the judges. “It integrates beautifully into their overall comms strategy and is surprisingly good for the digital securities industry.”
Winner > The Review > Gemalto > Wardour
A staple fixture on the awards podium, The Review packs a lot into its pages, bringing technology to life and focusing on its real-life benefits. Now with a digital presence as well as print, the title is used by its client as a marketing tool at trade fairs and conferences, as well as a key way of keeping in touch with customers, clients and prospects. “This truly reflects who Gemalto is,” said the judges. “It integrates beautifully into their overall comms strategy and is surprisingly good for the digital securities industry.”
Sponsored by
Outbrain
Outbrain
Best consumer publication (retail)
Winner > Your M&S > M&S > Redwood
With a readership of four million, Your M&S is the third widest-read magazine in the UK, entertaining and informing shoppers with its powerful mix of fashion, food and lifestyle content. The title is also an important part of the M&S customer journey, helping raise awareness of the brand’s other channels and driving traffic to them, such as M&S TV, M&S Stories, online and the mobile app. “This is just the most perfect magazine,” enthused the judges. “It’s simply beautiful and absolutely on-brand.”
Winner > Your M&S > M&S > Redwood
With a readership of four million, Your M&S is the third widest-read magazine in the UK, entertaining and informing shoppers with its powerful mix of fashion, food and lifestyle content. The title is also an important part of the M&S customer journey, helping raise awareness of the brand’s other channels and driving traffic to them, such as M&S TV, M&S Stories, online and the mobile app. “This is just the most perfect magazine,” enthused the judges. “It’s simply beautiful and absolutely on-brand.”
Sponsored by
Wyndeham
Wyndeham
Best consumer publication (non-retail)
Winner > Fender Magazine > Fender > FuturePlus
The editorial mantra for producing Fender magazine is ‘telling tales not making sales’ – the encapsulation of how good content marketing works. The team behind the title treat the Fender brand as the starting point to a story that needs to be explored, weaving Fender’s long history into the lives of its readers – a wide group ranging from the hardcore guitarophile to the brand new recruit. “This is clearly loved by its readers,” said the judges, “and its easy to see why. The stories really make the magazine and anyone would be proud to receive a copy.”
Winner > Fender Magazine > Fender > FuturePlus
The editorial mantra for producing Fender magazine is ‘telling tales not making sales’ – the encapsulation of how good content marketing works. The team behind the title treat the Fender brand as the starting point to a story that needs to be explored, weaving Fender’s long history into the lives of its readers – a wide group ranging from the hardcore guitarophile to the brand new recruit. “This is clearly loved by its readers,” said the judges, “and its easy to see why. The stories really make the magazine and anyone would be proud to receive a copy.”
Sponsored by
UPM
UPM
Best consumer publication (membership)
Winner > Heritage Today > English Heritage > Seven
The quarterly magazine for members of English Heritage aims to get its readers out and about, experiencing the organisation’s many attractions and become loyal members. It does this by commissioning history-focused features and ambitious photography and illustrations, bringing the properties to life. Members clearly like it: almost one in five have renewed their English Heritage membership solely on the strength of the magazine. “Its content is truly inspirational,” said the judges, “and really encourages its readers to visit the attractions inside.”
Highly commended > live from IKEA family > IKEA > August Media
Winner > Heritage Today > English Heritage > Seven
The quarterly magazine for members of English Heritage aims to get its readers out and about, experiencing the organisation’s many attractions and become loyal members. It does this by commissioning history-focused features and ambitious photography and illustrations, bringing the properties to life. Members clearly like it: almost one in five have renewed their English Heritage membership solely on the strength of the magazine. “Its content is truly inspirational,” said the judges, “and really encourages its readers to visit the attractions inside.”
Highly commended > live from IKEA family > IKEA > August Media
Sponsored by
Ultra Knowledge
Ultra Knowledge
Best international publication
Winner > Land Rover Onelife > Land Rover > Redwood
No stranger to the winner’s circle, Land Rover Onelife continues its upwards trajectory with the title now truly global. Each issue is translated into 14 languages and adapted and delivered to 36 international markets, including the US, while content is gathered from all corners of the globe. Onelife has been so successful that its reach has expanded to include films, books and an iPad app. “This is the best thing I’ve seen this year,” enthused the judges. “It’s a fantastic brand fit, with great localised sections and excellent brand extensions.”
Winner > Land Rover Onelife > Land Rover > Redwood
No stranger to the winner’s circle, Land Rover Onelife continues its upwards trajectory with the title now truly global. Each issue is translated into 14 languages and adapted and delivered to 36 international markets, including the US, while content is gathered from all corners of the globe. Onelife has been so successful that its reach has expanded to include films, books and an iPad app. “This is the best thing I’ve seen this year,” enthused the judges. “It’s a fantastic brand fit, with great localised sections and excellent brand extensions.”
Sponsored by
ICMF
ICMF
Best brochure
Winner > Goodwood Revival Programme > Goodwood Road Racing Club > Northstar
Another regular gong-taker at the CMA Awards, the programme for the annual Goodwood Revival celebrates and supports the spirit of revivalism with a unique creative treatment on the theme of the Cold War. With the cover resembling a captured Soviet document folder and content including ‘How to survive’ news features and a period-piece race card, the editorial team clearly know how to create a brand experience. “This is a stunning piece of work,” said the judges. “It’s everything a brochure should be and really adds value to the event.”
Highly commended > PLAY > Make Architects > Alma
Winner > Goodwood Revival Programme > Goodwood Road Racing Club > Northstar
Another regular gong-taker at the CMA Awards, the programme for the annual Goodwood Revival celebrates and supports the spirit of revivalism with a unique creative treatment on the theme of the Cold War. With the cover resembling a captured Soviet document folder and content including ‘How to survive’ news features and a period-piece race card, the editorial team clearly know how to create a brand experience. “This is a stunning piece of work,” said the judges. “It’s everything a brochure should be and really adds value to the event.”
Highly commended > PLAY > Make Architects > Alma
Sponsored by
Print Power
Print Power
Best catalogue
Winner > SHOP > Ocado > August Media
Delivered into the homes of 200,000 Ocado shoppers five times a year, SHOP is an innovative ‘shop window’ for the brand, acting as a link to existing digital customer touchpoints. The title showcases new products, offers, seasonality, quality and value, adding inspiration, energy and fun to create a magazine that delivers on both customer engagement and sales uplift. “Presentation of the product really lifts it off the page and makes you want to buy it immediately,” said the judges. “It’s a fantastic representation of the quality you would expect from Ocado as a brand.”
Winner > SHOP > Ocado > August Media
Delivered into the homes of 200,000 Ocado shoppers five times a year, SHOP is an innovative ‘shop window’ for the brand, acting as a link to existing digital customer touchpoints. The title showcases new products, offers, seasonality, quality and value, adding inspiration, energy and fun to create a magazine that delivers on both customer engagement and sales uplift. “Presentation of the product really lifts it off the page and makes you want to buy it immediately,” said the judges. “It’s a fantastic representation of the quality you would expect from Ocado as a brand.”
Sponsored by
Lewis Silkin
Lewis Silkin
Best annual report
Winner > Parks and Resorts Ãrsredovisning 2011 > Parks and Resorts Scandinavia > Spoon Publishing
Parks and Resorts is a privately owned group of five Swedish amusement parks and zoos, and their annual report is used to build their profile amongst partners, policy makers, suppliers and journalists. With detailed information about every aspect of the company’s business and investments, as well as a design that symbolises happiness and playfulness, the report impressed the judges with its determination to express the joy to be had at its parks and zoos. “We could really see the owner’s vision for their parks,” said the judges. “The entire brochure is bright, bubbly and fun, and we could imagine the fantastic welcome we would receive.”
Winner > Parks and Resorts Ãrsredovisning 2011 > Parks and Resorts Scandinavia > Spoon Publishing
Parks and Resorts is a privately owned group of five Swedish amusement parks and zoos, and their annual report is used to build their profile amongst partners, policy makers, suppliers and journalists. With detailed information about every aspect of the company’s business and investments, as well as a design that symbolises happiness and playfulness, the report impressed the judges with its determination to express the joy to be had at its parks and zoos. “We could really see the owner’s vision for their parks,” said the judges. “The entire brochure is bright, bubbly and fun, and we could imagine the fantastic welcome we would receive.”
Sponsored by
Communicate Magazine
Communicate Magazine
Best use of photography
Winner > live from IKEA family Autumn 2012 > IKEA > August Media
With an editorial remit of getting readers excited about textiles, the team behind the (Autumn 2012) issue of Live from IKEA family set about finding the ideal way to capture the range of inspiration and ideas that IKEA offers. The idea was to show the impact of textiles in one space, building it up with layer upon layer of ideas created using different fabrics. The result is a shoot designed to work on different levels, with style working seamlessly with craft and the element of surprise. “This photoshoot is both an innovative and surprising execution of a creative concept which elevates the IKEA brand to a new and exciting level,” said the judges.
Winner > live from IKEA family Autumn 2012 > IKEA > August Media
With an editorial remit of getting readers excited about textiles, the team behind the (Autumn 2012) issue of Live from IKEA family set about finding the ideal way to capture the range of inspiration and ideas that IKEA offers. The idea was to show the impact of textiles in one space, building it up with layer upon layer of ideas created using different fabrics. The result is a shoot designed to work on different levels, with style working seamlessly with craft and the element of surprise. “This photoshoot is both an innovative and surprising execution of a creative concept which elevates the IKEA brand to a new and exciting level,” said the judges.
Sponsored by
Velo Marketing
Velo Marketing
Best use of illustration
Winner > A.S.Magazine - (Culture Club) > A.S.Adventure > Head Office
AS Magazine is produced for AS Adventure, the Belgian outdoor clothing and equipment specialists, and targets those with a passion for sports and leisure. Distributed quarterly to members of the brand’s loyalty scheme or available on the newsstand, the title delights its readers and has a clear effect on sales. The winning illustrations add a key element to a feature that goes beyond national borders to find fascinating customs and traditions, humorously and sensitively depicting the editorial. “This entry expertly shows how illustrations can cross borders and language barriers,” said the judges. “Highly original and superbly creative, they are a great example of international content.”
Highly commended > A User's Guide to Nanotechnology > Nanochannels > Seven
Winner > A.S.Magazine - (Culture Club) > A.S.Adventure > Head Office
AS Magazine is produced for AS Adventure, the Belgian outdoor clothing and equipment specialists, and targets those with a passion for sports and leisure. Distributed quarterly to members of the brand’s loyalty scheme or available on the newsstand, the title delights its readers and has a clear effect on sales. The winning illustrations add a key element to a feature that goes beyond national borders to find fascinating customs and traditions, humorously and sensitively depicting the editorial. “This entry expertly shows how illustrations can cross borders and language barriers,” said the judges. “Highly original and superbly creative, they are a great example of international content.”
Highly commended > A User's Guide to Nanotechnology > Nanochannels > Seven
Sponsored by
Holmen
Holmen
Designer of the year
Winner > Richard Murray > Kinleigh, Folkard & Hayward > August Media
In his role as art director of Completely London, the title produced for estate agents Kinleigh, Folkard & Hayward, Richard Murray has to use a vast array of design and direction skills. From building a 3D Union Jack from gaffer tape to barking at a group of canine cover stars, he really throws himself into his job and ensures that his title remains one of the content marketing industry’s most creative and innovative. And with research results such as 100% of survey participants thinking that Completely London had positively affected their opinion of KFH, the readers clearly agree. “You have no idea what’s coming on the next page,” said the judges, “but you’re never disappointed.”
Winner > Richard Murray > Kinleigh, Folkard & Hayward > August Media
In his role as art director of Completely London, the title produced for estate agents Kinleigh, Folkard & Hayward, Richard Murray has to use a vast array of design and direction skills. From building a 3D Union Jack from gaffer tape to barking at a group of canine cover stars, he really throws himself into his job and ensures that his title remains one of the content marketing industry’s most creative and innovative. And with research results such as 100% of survey participants thinking that Completely London had positively affected their opinion of KFH, the readers clearly agree. “You have no idea what’s coming on the next page,” said the judges, “but you’re never disappointed.”
Sponsored by
Eulogy
Eulogy
Editor of the year
Winner > Malcolm Tait > Zoological Society of London, Wildfowl & Wetlands Trust and Whale and Dolphin Conservation Society > Think
Content marketing editors are known for their ability to perform a number of roles simultaneously, but this year’s Editor of the Year takes multitasking to a whole new level. Not only is Malcolm Tait editor of Wild About, the magazine produced for the Zoological Society of London, but he’s also editor of titles created for the Wildfowl & Wetlands Trust (Waterlife) and the Whale and Dolphin Conservation Society (Whale & Dolphin). For the latter, he even writes all of the content himself. All this skill and hard work has made him a valued ambassador for his clients’ brands and influential champion of wildlife causes. “These are incredible magazines produced to the highest standard,” said the impressed judges.
Winner > Malcolm Tait > Zoological Society of London, Wildfowl & Wetlands Trust and Whale and Dolphin Conservation Society > Think
Content marketing editors are known for their ability to perform a number of roles simultaneously, but this year’s Editor of the Year takes multitasking to a whole new level. Not only is Malcolm Tait editor of Wild About, the magazine produced for the Zoological Society of London, but he’s also editor of titles created for the Wildfowl & Wetlands Trust (Waterlife) and the Whale and Dolphin Conservation Society (Whale & Dolphin). For the latter, he even writes all of the content himself. All this skill and hard work has made him a valued ambassador for his clients’ brands and influential champion of wildlife causes. “These are incredible magazines produced to the highest standard,” said the impressed judges.
Sponsored by
Concerto Group
Concerto Group
Best digital content solution of the year (B2B/internal)
Winner > The Reserve Club > Diageo > Tullo Marshall Warren
A members-only site for the world’s top bartenders, The Reserve Club is the main communication channel for Diageo’s portfolio of high-end drinks brands. The site provides its members with top-quality video, interview and audio content, including content from a number of ‘Fellows’ – top-name bartenders from around the world who share drinks recipes, tips and advice with the membership. “The creative team really know their audience and how to talk to the right people,” said the judges. “The site is beautiful to look at, a delight to engage with and truly inspirational for the target audience.”
Highly commended > FremantleMedia Connectmag > FremantleMedia > Sequel Group
Winner > The Reserve Club > Diageo > Tullo Marshall Warren
A members-only site for the world’s top bartenders, The Reserve Club is the main communication channel for Diageo’s portfolio of high-end drinks brands. The site provides its members with top-quality video, interview and audio content, including content from a number of ‘Fellows’ – top-name bartenders from around the world who share drinks recipes, tips and advice with the membership. “The creative team really know their audience and how to talk to the right people,” said the judges. “The site is beautiful to look at, a delight to engage with and truly inspirational for the target audience.”
Highly commended > FremantleMedia Connectmag > FremantleMedia > Sequel Group
Sponsored by
Wavecast Pro
Wavecast Pro
Best digital content solution of the year (consumer)
Winner > Choose your own Twitter adventure > O2 > The Writer
With a target audience of “everyone on Twitter”, this online campaign for O2’s Priority Moments was clearly aiming high. But it was an ambition that paid off, with some of the best results we’ve ever seen in this hotly contested category. The concept was simple: tell a story through Twitter and get your followers to decide how the story develops – essentially trading entertainment for clicks. And it worked. While the average Twitter engagement rate is 1–3%, this campaign delivered a staggering 117%, with journalists, bloggers and podcasters publishing glowing reviews and comments. “Innovation is often about big risks,” said the judges, “and this one paid off. The engagement rate is so off the scale that it redefines what success is.”
Winner > Choose your own Twitter adventure > O2 > The Writer
With a target audience of “everyone on Twitter”, this online campaign for O2’s Priority Moments was clearly aiming high. But it was an ambition that paid off, with some of the best results we’ve ever seen in this hotly contested category. The concept was simple: tell a story through Twitter and get your followers to decide how the story develops – essentially trading entertainment for clicks. And it worked. While the average Twitter engagement rate is 1–3%, this campaign delivered a staggering 117%, with journalists, bloggers and podcasters publishing glowing reviews and comments. “Innovation is often about big risks,” said the judges, “and this one paid off. The engagement rate is so off the scale that it redefines what success is.”
Sponsored by
Positive Hype
Positive Hype
Best digital content solution of the year (not for profit/charities/public sector)
Winner > Scoring the winner > Prostate Cancer UK > Zone
Proving that social media is an effective medium for the worthy as well as the trivial, this winning entry took a difficult brief and created a multi-platform solution that went way beyond expectation. The agency’s task was to raise awareness of prostate cancer among young men, thereby improving diagnosis and treatment of the disease. The fact that one in nine men will develop prostate cancer formed the theme of the campaign, which consisted of articles on football’s top Number 9 strikers. A number of ambassadors with strong online followings were then chosen to represent each of the 72 Football League clubs in producing and promoting content hosted on the Prostate Cancer UK website. Results were impressive, with traffic to the Prostate Cancer UK site trebling from 15,000 to 46,000 users in the campaign’s first week, and the hashtag #bestno9s used more than 300 times, reaching 400,000 people. “This is a really clever idea,” said the judges, “which engages with its target audience really well.”
Highly commended > 'Current' Microsite for Sea Cadets > Marine Society & Sea Cadets > Immediate Media Branded Content
Winner > Scoring the winner > Prostate Cancer UK > Zone
Proving that social media is an effective medium for the worthy as well as the trivial, this winning entry took a difficult brief and created a multi-platform solution that went way beyond expectation. The agency’s task was to raise awareness of prostate cancer among young men, thereby improving diagnosis and treatment of the disease. The fact that one in nine men will develop prostate cancer formed the theme of the campaign, which consisted of articles on football’s top Number 9 strikers. A number of ambassadors with strong online followings were then chosen to represent each of the 72 Football League clubs in producing and promoting content hosted on the Prostate Cancer UK website. Results were impressive, with traffic to the Prostate Cancer UK site trebling from 15,000 to 46,000 users in the campaign’s first week, and the hashtag #bestno9s used more than 300 times, reaching 400,000 people. “This is a really clever idea,” said the judges, “which engages with its target audience really well.”
Highly commended > 'Current' Microsite for Sea Cadets > Marine Society & Sea Cadets > Immediate Media Branded Content
Sponsored by
Mag+
Mag+
Best use of video content
Winner > Brian's Truck Report > Volvo Trucks > Spoon Publishing
The Brian of the title of this year’s video category winner is Brian Weatherley, a renowned truck journalist, who presents a series of short online films centred on Volvo trucks. In the submitted video (www.youtube.com/watch?v=sHtUkP94RrI), Brian highlights the 25th anniversary of Volvo’s 16-litre truck engine by arranging a duel between a Volvo F16 from 1987 and the new Volvo FH16. Both trucks are driven up the notoriously difficult Gothenburg hill in Sweden to discover what’s changed in a quarter of a century of trucking. To date, the video has been viewed over 230,000 times. “The video connects with its target audience 100%,” said the judges. “Watching it is infectious as you feel there’s a genuine passion behind it.”
Winner > Brian's Truck Report > Volvo Trucks > Spoon Publishing
The Brian of the title of this year’s video category winner is Brian Weatherley, a renowned truck journalist, who presents a series of short online films centred on Volvo trucks. In the submitted video (www.youtube.com/watch?v=sHtUkP94RrI), Brian highlights the 25th anniversary of Volvo’s 16-litre truck engine by arranging a duel between a Volvo F16 from 1987 and the new Volvo FH16. Both trucks are driven up the notoriously difficult Gothenburg hill in Sweden to discover what’s changed in a quarter of a century of trucking. To date, the video has been viewed over 230,000 times. “The video connects with its target audience 100%,” said the judges. “Watching it is infectious as you feel there’s a genuine passion behind it.”
Sponsored by
Group FMG
Group FMG
Best mobile content solution (including apps)
Winner > Cineworld Magazine for iPad > Cineworld Cinemas > Immediate Media Branded Content
The print edition of Cineworld Magazine is the UK’s highest-circulating film title, reaching over 400,000 movie-goers every month. Having already launched an online version, its agency proposed, developed and launched an iPad version – a deeper, richer experience for film enthusiasts. This free digital magazine combines the editorial of a high-end film title with the efficiency of a film listings platform, and has racked up over 14,000 downloads to date, with 82% of users reading more than one issue. “This effective and engaging mobile solution elevates the brand and delivers real engagement,” said the judges. “It’s absolutely delightful to use.”
Highly commended > 'WC Guide: When You Gotta Go, You Gotta Go' > Vodafone CR > Boomerang Publishing
Winner > Cineworld Magazine for iPad > Cineworld Cinemas > Immediate Media Branded Content
The print edition of Cineworld Magazine is the UK’s highest-circulating film title, reaching over 400,000 movie-goers every month. Having already launched an online version, its agency proposed, developed and launched an iPad version – a deeper, richer experience for film enthusiasts. This free digital magazine combines the editorial of a high-end film title with the efficiency of a film listings platform, and has racked up over 14,000 downloads to date, with 82% of users reading more than one issue. “This effective and engaging mobile solution elevates the brand and delivers real engagement,” said the judges. “It’s absolutely delightful to use.”
Highly commended > 'WC Guide: When You Gotta Go, You Gotta Go' > Vodafone CR > Boomerang Publishing
Sponsored by
Blippar
Blippar
Best specialist communication
Winner > Inside Track > British Airways > Wardour
: Impressing the judges with its “great engagement, quality content and lovely attention to detail,” Inside Track delivered on a host of objectives for its client. As a sponsor of the London 2012 Olympic Games, BA wanted to ensure that their 38,000 staff felt part of the occasion, as well as communicating multiple messages to them all during the airline’s busiest time, and igniting pride in the BA brand. The solution, a daily newsletter and multi-purpose microsite, gave a 10% increase in engagement and pride scores, as well as equally glowing results from a staff survey such as 91% saying that the title made them feel proud to be working for British Airways.
Highly commended > Ascent - a vision for sport and technology > Atos > Seven46
Winner > Inside Track > British Airways > Wardour
: Impressing the judges with its “great engagement, quality content and lovely attention to detail,” Inside Track delivered on a host of objectives for its client. As a sponsor of the London 2012 Olympic Games, BA wanted to ensure that their 38,000 staff felt part of the occasion, as well as communicating multiple messages to them all during the airline’s busiest time, and igniting pride in the BA brand. The solution, a daily newsletter and multi-purpose microsite, gave a 10% increase in engagement and pride scores, as well as equally glowing results from a staff survey such as 91% saying that the title made them feel proud to be working for British Airways.
Highly commended > Ascent - a vision for sport and technology > Atos > Seven46
Sponsored by
Cross Media 2013
Cross Media 2013
Best content marketing solution of the year (consumer)
Winner > Little Ones Baby and Toddler Club > Sainsbury's > Seven
With a website, segmented email programme, life stage-targeted magazines and printed collateral, including DM, in-store leaflets and a weaning guide, no one could accuse the Little Ones Baby and Toddler Club programme of lacking in content. But it’s the way in which all this content is carefully collected into life stages and targeted at specific groups of programme members that really impressed the judges. The half a million members are split into five key groups depending on the age of their child, then sent one of five different magazines – a strategy that’s clearly reaped rewards, with significant increases in both website user numbers and in-store spend. “The initiative to separate content into life stages is very impressive,” said the judges, “and the evidence of the programme’s success is overwhelming.”
Highly commended > Harley Owners Group EMEA - integrated campaign > Harley Owners Group EMEA > Archant Dialogue
Winner > Little Ones Baby and Toddler Club > Sainsbury's > Seven
With a website, segmented email programme, life stage-targeted magazines and printed collateral, including DM, in-store leaflets and a weaning guide, no one could accuse the Little Ones Baby and Toddler Club programme of lacking in content. But it’s the way in which all this content is carefully collected into life stages and targeted at specific groups of programme members that really impressed the judges. The half a million members are split into five key groups depending on the age of their child, then sent one of five different magazines – a strategy that’s clearly reaped rewards, with significant increases in both website user numbers and in-store spend. “The initiative to separate content into life stages is very impressive,” said the judges, “and the evidence of the programme’s success is overwhelming.”
Highly commended > Harley Owners Group EMEA - integrated campaign > Harley Owners Group EMEA > Archant Dialogue
Sponsored by
Hiscox
Hiscox
Best content marketing solution of the year (B2B)
Winner > economia magazine > The Institute of Chartered Accountants In England and Wales (ICAEW) > Progressive Customer Publishing
A true multi-channel solution, economia caters for a wide variety of business, finance and accountancy professions across an equally wide variety of platforms. Central to the content strategy is the print magazine, which provides insight and analysis through a mix of profiles and features covering major trends. Meanwhile, the news-focused website allows immediate reader feedback, as well as dynamic content such as webinars, video clips, live streaming and audio. Taken with a new-look email newsletter and forthcoming app, the title allows the ICAEW members to pick and choose content when and where they want. “This shows a highly strategic approach that’s really paid off,” said the judges. “A fantastic example of engaging content combined with excellent delivery.”
Highly commended > Darley Lonhro campaign > Darley Stud Management Ltd > CPL
Winner > economia magazine > The Institute of Chartered Accountants In England and Wales (ICAEW) > Progressive Customer Publishing
A true multi-channel solution, economia caters for a wide variety of business, finance and accountancy professions across an equally wide variety of platforms. Central to the content strategy is the print magazine, which provides insight and analysis through a mix of profiles and features covering major trends. Meanwhile, the news-focused website allows immediate reader feedback, as well as dynamic content such as webinars, video clips, live streaming and audio. Taken with a new-look email newsletter and forthcoming app, the title allows the ICAEW members to pick and choose content when and where they want. “This shows a highly strategic approach that’s really paid off,” said the judges. “A fantastic example of engaging content combined with excellent delivery.”
Highly commended > Darley Lonhro campaign > Darley Stud Management Ltd > CPL
Sponsored by
Aviva
Aviva
Launch of the year
Winner > Fender Magazine > Fender > FuturePlus
There aren’t many brands revered by millions across the globe, truly iconic in their heritage and culture, but Fender is certainly one of them. The guitar brand remains one of the world’s most exciting, with two lifetime’s-worth of stories and photography to call upon to create a carefully pitched magazine. The title feels collectible and treasured, with no hard-sell getting in the way of the editorial. Each piece of content has the same concept: tell the story behind the product so that it inspires rather than pressures the readers. This strategy clearly worked well, with the Fender website experiencing leaps in traffic by almost 10% following the magazine’s publication. In a rare moment of brevity, the judges said: “It’s a perfect example of content marketing.”
Winner > Fender Magazine > Fender > FuturePlus
There aren’t many brands revered by millions across the globe, truly iconic in their heritage and culture, but Fender is certainly one of them. The guitar brand remains one of the world’s most exciting, with two lifetime’s-worth of stories and photography to call upon to create a carefully pitched magazine. The title feels collectible and treasured, with no hard-sell getting in the way of the editorial. Each piece of content has the same concept: tell the story behind the product so that it inspires rather than pressures the readers. This strategy clearly worked well, with the Fender website experiencing leaps in traffic by almost 10% following the magazine’s publication. In a rare moment of brevity, the judges said: “It’s a perfect example of content marketing.”
Sponsored by
Lockton
Lockton
Linked-in
facebook
Twitter
Flickr
Youtube
Add to Outlook
Pinterest