Golden Drum 2012/ Events Silver: Звукът, който може да се види

Какво се случва, когато звукът придобие форма? Отговорът е: Една изключителна кампания, наградена със сребърен барабан на Golden Drum 2012 в категория „Събития”.


Полският информационен портал Polskieradio.pl притежава най-голямата аудио колекция в страната. За да популяризира това, медиата организира кампания в която емблематични полски речи, изказвания и песни са визуализирани чрез отливки на собствените им фонограми.
Агенцията е Hypermedia Isobar, Warsaw

Golden Drum 2012/ Events: Silver
Campaign: Touch The Sound
Product and services: Polskieradio.pl
Event Production: Polskie Radio
Advertising agency, city: Hypermedia Isobar, Warsaw


Campaign idea explanation:
Hypermedia Isobar created an event, where people could literally touch the most important sounds of the XX century. Brief: PolskieRadio.pl is a news portal with the largest radio recordings database in Poland. Our task was to promote it at on of the biggest science fairs in Europe - Science Picnic. We wanted to amuse people and make them remember this day. Idea: To do that, we’ve printed out the most famous historical radio recordings with the revolutionary technology of 3D printing. To create a sound, that you can touch. Mysterious teaser invitations for the event were aired on the national radio stations (eg. "Printing Voice" - beatbox simulation of printer sounds, or "Midas" about the mythical king who is forced by the music industry to turn bad songs into golden hits with his magical touch). Internet communication consisted of interactive banner and Facebook app that let people vote on their favourite recordings from the XX century. Some of them were important political speeches such as "I had a dream", some were funny, some touching, but each of them had it's own place in popular culture. Results: We have created an unforgettable experience for thousand of visitors, who touched the sound for the first time in their life. Our event reinforced PolskieRadio.pl brand image as tech-savvy and culture oriented. Our idea already has been recognized - one of the sound waves, a recording of a troop crying out the well known poem "We demand ammunition", became exhibited in the Warsaw Uprising Museum.

Към останалите кампании, публикувани в PR@Festivals.
PR@Festivals във Facebook.

Golden Drum 2011/ Events Gold: Говорещите картини

И докато сме все още на вълна изложби, нека си припомним и една изключителна кампания, наградена със злато в категория „Събития” на Golden Drum 2011.

Полската Фондация за аудио-озвучаване провокира широката общественост, като кани известни меценати, колекционери и любители на изобразителното изкуство на специален търг, на който всички те чак на място разбират, че единственият начин да „видят” картината, за която ще наддават, е като чуят описанието за нея. Също, както го правят незрящите в ежедневието си. Целта на кампанията е да повиши вниманието на широката общественост към необходимостта от аудио-озвучаване в музеите и гелариите, разбира се.
Агенцията е DDB Warsaw.

Кампанията е носител още на сребро в категория „PR” на Golden Drum 2011 и е шортлистната от журито на Cannes Lions 2011 и на Eurobest 2011.

Към останалите кампании, публикувани в PR@Festivals.
PR@Festivals във Facebook.

Българските фаворити 2012: Различната изложба

Една истинска провокация се оказва изключително нестандартната

изложба на картини, нарисувани от хора с психични заболявания. Инициативата е родена от желанието за приобщаване и подкрепа на тези хора у нас. Събитието е наградено с първо място в категория „Специално събитие” на PR ПРиз 2012.
Агенцията е Go Green Communications

С цялото ентри можете да се запознаете тук:http://prpriz.info/wp-content/uploads/2012/06/Go-Green-Communications-Exhibition.ppsx

Към останалите кампании, публикувани в PR@Festivals.
PR@Festivals във Facebook.

Българските фаворити 2012: VIVACOM избори

„Няма по-голямо „реалити” от истинската действителност” – под този слоган се реализира една от най-успешните вътрешнокомуникационни кампании за миналата година. „Vivacom – Избори 2011” е изключително любопитен проект, в рамките на който колеги-гласуват-за-колеги. Но само за най-добрите и… без шуробаджанащина.

Кампанията е носител на първа награда на PR ПРиз 2012 в категория „PR проект за вътрешна комуникация” и на първо място на BAPRA Bright Awards 2012 в категория „Кампания, реализирана от вътрешен PR отдел”.


Цялата кампания можете да намерите тук:
http://prpriz.info/wp-content/uploads/2012/06/VIVACOM-VIVA-Elections.pdf

Към останалите кампании, публикувани в PR@Festivals.
PR@Festivals във Facebook.

Българските фаворити 2012: Аз съм с теб

Нека си припомним една българска кампания, насочена към повишаване на толерантността в семействата на дами, болни от рак на гърдата.

Кампанията е отличена с първо място на PR Приз 2012 в категория „Обществено значима PR кампания на организация от бизнес сектора” и с първа награда в категория „Комуникационна агенция на годината” на BAPRA Bright Awards.
Агенцията е "От-до консулт”

Цялата кампания можете да намерите тук:
http://prpriz.info/wp-content/uploads/2012/06/OT-DO-Consult-Az-sum-s-teb.pdf





Към останалите кампании, публикувани в PR@Festivals.
PR@Festivals във Facebook.

Eurobest 2012/ PR Silver: Регистър на неправилно паркиралите

Колко често ви се е приисквало да наснимате всички неправилно паркирали из улиците и да ги изпратите на някого, който да вземе адекватни мерки… ?

Именно тази потребност се превръща в основа на суперуспешна руска кампания, инициирана отново от медия – вестникът The Village.ru. Те разработват безплатно приложение, което помага на всички да снимат неправилно паркиралите и да събират снимките в галерия, в която всеки може да влезе, да коментира или…да се намери сниман и да се засрами :)
Кампанията е наградена със сребро на най-големия европейски фестивал за креативност Eurobest 2012. Агенцията е LOOK AT MEDIA MOSCOW.


Title: PARKING DOUCHE
Client: THE VILLAGE
Category: CONSUMER SERVICES
PR/Advertising Agency: LOOK AT MEDIA MOSCOW, RUSSIA


Description:
'Douche parking' is a huge city problem in Russia. There are not many places to park but also there are people who just don't care about others. Online city newspaper, The Village.ru, has decided to help people make such behaviour socially unacceptable using digital media. We've created a free app. It allows people to take pictures of wrongly parked cars, and save the car number, type (e.g. crossover) and colour. This data is streamed live to special banner ads that are targeted through IP address to locations where these cars were parked. These banners work as pop-ups where you see a car with a number 'parked' on an article you're reading. When you hover over the banner it lets you know that this car is annoying people in a certain street in the city right now just like it's doing on the site. The user was motivated to share the picture of the 'parking douche' in social media to close the banner. Because of the IP address/location targeting, lots of people saw themselves, their neighbours/colleagues or the 'douches' they saw and hated for a long time. That made them care and share the project information, and others were left feeling ashamed. We've discovered a topical city issue. Our solution ignited lots of discussions in media (not only in Russia, but also abroad) and created a huge volume of WOM. This positioned The Village as a socially conscientious brand that inspires citizens to make their city better.

Execution:
We've created a free app that allows people to capture wrongly parked cars. The data is streamed live to special banner ads that are targeted through IP address to locations where these cars were parked. These banners work as pop-ups where you see a car with a number 'parked' on an article you're reading. When you hover over the banner it lets you know that this car is annoying people in a certain street in the city right now just like it's doing on the site. The user was motivated to share the picture of the 'parking douche' in social media to close the banner.

Results:
Because of the IP address/location targeting, lots of people saw themselves, their neighbours/colleagues or the 'douches' they saw and hated for a long time. That made them care and share the project information, and others were left feeling ashamed. ITR — over 70%. Huge media buzz: Mashable, Bloomberg Businessweek, Top Gear, Discovery, Afisha, Russia Today, Rain Optimistic Channel, Lenta.ru, Slon.ru, Vedomosti, Harvard Business Review Russia, RusNovosti etc. more than $1 million in free media money.

Към останалите кампании, публикувани в PR@Festivals.
PR@Festivals във Facebook.

Eurobest 2012/ PR Silver: Битката за бебетата

„Битката за бебетата” не е поредната сълзлива дарителска акция. Това е национална кауза, която обединява цяла Сърбия в една от най-мащабните кампании, случвали се някога в страната. На финала – болниците там получават нови 195 кувиоза на обща стойност над 2.5 милиона евро. Агенцията е Saatchi&Saatchi Belgrade. Кампанията е наградена със сребро на Eurobest 2012.

Eurobest 2012/ PR:Silver
Title: BATTLE FOR THE BABIES
Client: FOND B92
Product: HUMANITARIAN CAMPAIGN FOR DONATIONS OF 100 NEW INCUBATORS
PR/Advertising Agency: SAATCHI & SAATCHI Belgrade, SERBIA



Description:
Serbian hospitals were poorly equipped to provide care for our youngest and most vulnerable citizens. The 40 years old incubators were severely outdated, resulting in death rate for babies to exceed 60 percent. Despite these startling figures, incubators were not being upgraded by the government and the public remained unaware of the problem. Our goal was to receive donations for 100 new incubators. We had to bring the issue to the forefront of people’s minds and help ensure that more babies would not die as a result of dated technology. Challenge was to motivate Serbians into collective action and putting pressure on companies with the capacity to help. But, rather than asking individuals to donate to the cause, we mobilized people behind a humanitarian movement “Battle for the Babies”. To create an emotional interest in the cause, babies were framed as the nation’s youngest and most heroic fighters embroiled in a battle where living is the final victory.

Execution:
Our weapon was the voice of people! We made people part of the battle, not just a mean. On our web site they could choose roles for themselves within the ‘army’. Recruiters created pressure by voting for companies they felt should donate to the cause; Veterans (people who were premature themselves) shared their stories; Medics (members of the medical community) highlighted needs of premature babies; and Guerilla Squads spread the word. Every day more people, organizations, hospitals, schools and institutions joined this heroic movement! Volunteers from entire Serbia distributed materials, organized events to promote the cause and created voting spots on streets. The army created a buzz which motivated more people to join the battle! Independent networks and all national media joined by donating free media. Image of a raised baby’s fist – drawing on the well-known image of resistance – became an iconic symbol for the campaign, sweeping across the country!

Results:
Public awareness, engagement of media and number of donated incubators were main criteria for evaluation. 1 million people joined this heroic battle and put pressure on more than 700 companies. Campaign raised funds for 195 incubators, amounting to 2,600,000 Euro covering needs of the entire country. Every newspaper, TV and radio station in Serbia engaged in the battle. Media reach over 85% of total population. The campaign generated 420,000 Euro worth of free media and 1,700,000 Euro of PR. Total media budget 0 Euro. All contributing companies and individuals were rewarded with a medal of honor, signifying the invaluable contribution they made to the lives of others. The event was broadcasted live on national television. President of Serbia declared 2012 the Year of Babies.

Към останалите кампании, публикувани в PR@Festivals.
PR@Festivals във Facebook.