FMBE Awards 2021: Most Effective Integration/Amplification

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This category was a panel splitter which saw the winner emerge only after every judge had had their say.

BRONZE The Producers – SMARTY

The Disc-overy store saw Smarty branded vinyl records affecting a lucky dip of new music to discover. The lead influencer role was provided by Kaiser Chief Ricky Wilson.

The campaign, which took its lead from Smarty’s ATL activity was translated into live results for the brand by the pop-up store. The Producer’s analysed this in terms of Earned, Owned, Shared and Paid space.

It was received by our judges as an exceptional understanding of the pivotal role a live experiential event has between an integrated brand message and its amplified outcome.

SILVER ENERGY – The Athletic

This entry stood out for its mix of audacious opportunism and the clear role the brand ambassadors had in converting the many strands of communication into meaningful subscriptions for The Athletic.

The activity disrupted and usurped much of the conventional means to market with targeted outdoor and stunts during the Euro finals.

One judge commented: “The full and creative use of all the different advertising mediums from buildings to sky writing, pigeons to street teams and other mobile ad vehicles to disrupt and dominate all areas that were not already dominated by the sponsors for the championship.”

GOLD The Circle Agency – Costa Coffee

In the end the sheer results driven focus of this experience, blended with digital and social that had just enough to take gold in the category.

Price and deal promotions celebrating The Power of 50, 50 years of Costa Coffee, were given another layer of excitement by the Circle team.

The entry came with detailed results that showed the full power of the integration. This detail was for judges’ eyes only but a part of the paper that was permitted publication sums up the top line data from a team that has clearly built a great understanding of what success feels like in recent years.

It reads: “The Power of 50 campaign was a roaring success. Like our Free Coffee Day Campaign in 2019, it was all hands-on deck to deliver a single-minded message to consumers.  Supported by a well-rounded, national media campaign in OOH, radio, digital and paid social, as well as organic social, PR, and localised experiential support where required, we managed to drive reach of 481.5 million, driving an average of 9% sales revenue uplift week on week and welcome 1.192 million new customers to coffee club.”