« Ogilvy Group UK Home

OgilvyAction has won in the Best Use of Mobile category at the New Media Age (NMA) Awards in London last night with their Wetherspoon Connect work for Bacardi Brown-Forman.

Beating fierce competition from ten others on the shortlist, Wetherspoon Connect picked up it’s 4th gong this year.  Wetherspoon Connect targeted university students and provided them with access to unique food and drink offers at Wetherspoon, via their mobile phones. Utilising a number of highly targeted digitally led media channels, over 1.1 million impressions were achieved during the first six weeks of the campaign with limited media spend.  An email click rate exceeding 11% surpassed campaign targets and industry averages (c.3.2%).

Hugh Boyle, OgilvyAction’s global head of digital, said: “New Media Age has reported on every milestone in the history of digital for nearly two decades. It has always been something of the ‘village voice’ for the digital community, its content and opinion always highly respected and valued by digital creatives, techs, strategists and suits alike.

“As such, the ‘New Media Age’ Awards are held in similarly high regard and recognise the very best work, judged by and voted for by digital people. For OgilvyAction to win one, and particularly to win in such a tough and specialised category as mobile, is a real achievement. We should all be very proud.”

Andrew Reeves, OgilvyAction COO, adds: “We couldn’t be happier to have a further award for Wetherspoon Unlocked.  It is an excellent example of a brand facilitating social interactions based on a key insight about intensive smartphone use among students. By creating something inherently useful and fun, we were able to get the brands into the hands of the students. And the level of effectiveness despite a limited media budget is one of the key strengths of the campaign.”

OgilvyAction is the shopper marketing and activation arm of the Ogilvy network.

Last year, OgilvyAction (the Shopper Marketing arm of the Ogilvy Group) created an instantly recognisable and engaging icon for Siemens at the 17th Conference of the Parties (COP 17) – that encapsulates the company’s key proposition – “Enough for all for generations to come.”

The agency was briefed to create a symbol that would attract the attention of the world’s media and visiting COP 17 delegates and demonstrate Siemens’ proven technology solutions in the field of renewable energy. The conference was held in Durban, South Africa, so OgilvyAction’s solution had to be rooted in African culture and position Siemens as a catalyst for hope and action.

In response to the brief, the agency built a 15m tall Baobab Tree made from reclaimed materials. The iconic Baobab Tree, also known as “The Tree of Life,” represents wisdom and longevity. The structure of the tree was designed and made by South African constructionist, Daniel Popper. It was transported in parts to Durban beach where it was pieced together across four weeks from reclaimed materials like wood. The tree was decorated with thousands of lights powered by sustainable energy.

The tree ‘site’ became the unofficial broadcast point for many local/international media and news outlets with reporters using it as a backdrop for their reports. A special hashtag (#mycommitment) was devised for the event and trended worldwide in over 10,600 tweets throughout the duration of the campaign. A total of 30,170 people visited the tree.

Siemens – Making the Baobab Tree (COP 17)

Originally posted by dexigner.com: http://www.dexigner.com/news/25326#ixzz1yu6d1NOs

Cannes, France, June 23, 2012.
OgilvyAction’s parent company Ogilvy & Mather Worldwide was named Network of the Year at the 59th Cannes Lions International Festival of Creativity.

Cannes Lions, 2012, saw Ogilvy & Mather have its best ever year. It has been presented with the prestigious Network of the Year award, and has won 83 Lions across all categories, including 1 Grand Prix, 12 Gold, 20 Silver and 50 Bronze. The network has also achieved a record 305 finalists during the festival.

Tham Khai Meng, Worldwide Chief Creative Officer at Ogilvy & Mather and Film & Press Jury President at Cannes 2012 said:

“We are delighted to be crowned Network of the Year in Cannes 2012 on top of winning a Grand Prix and 83 Lions. The awards are a reflection of our strong creative and management teams, our client relationships, and our agency culture that places its emphasis on creativity. It’s great to be recognised by our peers.”

Ogilvy & Mather China was crowned with a Grand Prix in the Outdoor category for its ‘CokeHands campaign.’

Across the Network 12 Golds were awarded – across all categories – for the following campaigns:

- 3x Gold for ‘The Return of Dictator Ben Ali’, Ogilvy & Mather Tunisia (2x Promo & Activation; and Branded Content & Entertainment)
- 1x Gold for its ‘Sprite Shower,’ Ogilvy & Mather Brazil – Sao Paulo ( Promo & Activation)
- 1 x Gold for its Carling Black Label ‘Be The Coach,’ Ogilvy Cape Town (Branded Content & Entertainment) – 1x Gold for its Claro TV ‘Half of HBO for free,’ Ogilvy & Mather Guatemala (Direct)
- 1 x Gold for its Claro ‘A’ ‘T’ ‘S’ ‘I’ campaign, Ogilvy & Mather Brazil (Press)
- 1x Gold for its IBM ‘THINK’ campaign, Ogilvy & Mather NY (Design)
- 1x Gold for its Hellman’s ‘Recipe Receipt’ campaign, Ogilvy & Matcher Brasil (Promo & Activation)
- 1x Gold for its ‘Coke Hands’ campaign, Ogilvy & Mather, China (Outdoor)
- 1x Gold for its Forbes ‘Donald Trump’ campaign, Ogilvy & Mather Brazil (Outdoor)
- 1x Gold for its Coca-Cola ‘Share a Coke’ campaign, Ogilvy & Mather Sydney (Outdoor)
- London made a significant contribution to this achievement with a total of 7 Lions.

Winning Network of the Year, and the record haul of 83 Lions across all categories in the 59th Cannes Lions International Festival of Creativity, 2012, breaks last year’s impressive record of 61 award wins (12 Gold, 17 Silver, and 32 Bronze).

For the first time in it’s history, OgilvyAction (the Shopper Marketing arm of the Ogilvy Group) placed in the Cannes Lions with 11 shortlists and winning a Silver and a gold.  OgilvyAction London was shortlisted in the Best use of Mobile Devices within the Media Lions category for the Wetherspoon Connect campaign.

The International Festival of Creativity, also known as Cannes Lions, is the world’s leading celebration of creativity in communications. As the most prestigious international annual advertising and communications awards, over 28,800 entries from all over the world are showcased and judged at the Festival. Full information about the 2012 Awards and winners can be found at: www.canneslions.com

OgilvyAction is the shopper marketing and activation arm of the Ogilvy network.

OgilvyAction, the Shopper Marketing arm of the Ogilvy Group, is celebrating after picking up two gongs at the prestigious Institute of Promotional Marketing Awards (IPM) that took place last night at the London Hilton on Park Lane.

The agency was awarded Gold and Bronze awards in two separate categories:

- Gold: New Product Launch – Motorola Atrix; Heavy Workload
- Bronze: Alcoholic Drinks – Bacardi Brown-Forman Brands; Wetherspoon Unlocked

OgilvyAction’s ‘Heavy Workload’ experiential activity for Motorola Atrix used an innovative approach to engage busy commuters. The Motorola Atrix is self-styled as the world’s most powerful smartphone that packs the power and capabilities of a PC in your pocket. With this positioning in mind, communications had to be interruptive, explain complex technology, demonstrate relevance and collect data. Roaming ‘Heavy Workload’ inspectors used airport-style Motorola-branded ‘Heavy Workload’ tags to target commuters with heavy laptop bags and directed people to a stand where staff weighed bags, offered massages and demonstrated the product. Tags and leaflets carried product information on the Motorola Atrix and a text-to-win promotion. Online and mobile banners, digital OOH and mobile activation amplified campaign reach and effectiveness, providing over 1.4 million impressions and thousands of demonstrations.

Andrew Reeves, OgilvyAction COO, said:
“The aim of ‘Heavy Workload’ was to capture the attention of a business audience who is by definition time poor.  We wanted to make it clear that this technology was simply relevant to their everyday lives. By targeting them on their commute or when travelling between meetings we were able to place the Motorola Atrix in the right context and show how it could quite literally lighten their load. This campaign demonstrates how as an agency we think creatively about the shopper journey and it’s great to receive this high profile recognition for our work.”

Wetherspoon Unlocked, developed for Bacardi Brown-Forman Brands, targeted university students providing them with access to unique food and drink offers at Wetherspoon, via their mobile phones. Utilising a number of highly targeted digitally led media channels, over 1.1 million impressions were achieved during the first six weeks of the campaign with limited media spend.  An email click rate exceeding 11% surpassed campaign targets and industry averages (c.3.2%).

The Wetherspoon Unlocked campaign has already won two awards so far this year including:

• Marketing Week Engage Awards in the Promotional Marketing category
• MAA Awards Best Digitally Led Campaign.

Andrew Reeves, OgilvyAction COO, adds:
“We couldn’t be happier to have a further award for Wetherspoon Unlocked.  It is an excellent example of a brand facilitating social interactions using a key insight about intensive smartphone usage amongst students. By creating something inherently useful and fun, we were able to get the brands into the hands of the students. But one of the key strengths of this campaign was the effectiveness it achieved on a limited media budget.”

OgilvyAction is the shopper marketing and activation arm of the Ogilvy network.

OgilvyAction London has expanded its creative department by hiring two teams.

Piers Eccleston joins as senior copywriter together with Leena Lum, senior art director.

Each has around 12 years’ integrated experience covering sales promotion, digital, experiential and ATL across a broad range of industry sectors including automotive, charity, beauty, finance and banking, healthcare, retail and telecommunications.

Max Burgoyne and John Williams formed Team Saatchi in 2007, working primarily above the line.

In 2009, Williams moved to Inferno for two years before rejoining Burgoyne in 2011, together building their integrated credentials working with agencies in London and Paris.

Andrew Reeves, chief operating officer at OgilvyAction, said: “Creativity remains at the core of our agency offering, so building our 40-strong creative department with people of this calibre is fundamental to our success in delivering inspirational big ideas to our clients.

“Each duo offers highly developed integrated experience with an excellent track record in producing award winning work that delivers commercially.

“Under the direction of our executive creative director Paul Garner we know they will play an important role in building the agency’s creative reputation more broadly.”

OgilvyAction is the shopper marketing and activation arm of the Ogilvy network.