Sally Sykes, President of the CIPR, said: “Winning a CIPR Excellence Award is the ultimate public relations accolade and I would like to extend my warmest congratulations to all of this evening’s winners. The competition was fiercer than ever, producing exceptionally high quality entries – which are particularly impressive considering the economic challenges we continue to face. Tonight is a reminder of the contribution excellent public relations makes to business and growth.”
Scrabble became best in class by delivering a broadcast campaign which combined both global broadcast and online outreach. Ogilvy PR London’s broadcast team developed a strategy that combined the development of creative video content and multi-lingual editorial engagement to ensure the Championships were a major news story around the world.
Through timely content deployment the campaign achieved top tier international coverage which directly impacted worldwide sales.
• Global coverage reached over 244 million people, with an ROI of 137:1 against target AVE
• 19% increase in global sales during the week of activity, and a 12% uplift the following week
In an age of social media and fantasy gaming, the campaign demonstrated how a veteran board game can still be relevant and engaging.
A great result for a great piece of work!