FMBE Awards 2023: Campaign of the Year
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GOLD TRO – Unite Students (Immersive Events, Controlled Audience winner)
SILVER Option1 – Orange (Operational Success winner)
BRONZE TRO – Anthropy (B2B/B2E winner)
You can read more about these campaigns in their individual win pages.
The winner
To see an immersive event roadshow win campaign of the year was great news for brand experience.
It was a win for completeness and ROI vs the pure operational excellence of the runner up. It was a win for strategic planning vs crisis response, clearly an almost impossible circle to square.
It would be hard to find something more overtly commercial, selling accommodation to students at a donut makery, to take gold. We hope that the underlying data for Unite Students will become shareable in time – there is so much there to show that this activity is business critical to Unite Students. The fact that it is able to compare back to a previous year of working together also shows the leaps that can be made by fine tuning a strategy.
Through the years FMBE Awards have consistently celebrated effectiveness and this activity is absolutely front rank for that.
That is not to underestimate the runner up. This was field marketing operations at its very finest, thrown into a situation that no one ever wants to find themselves in.
The entry showed the link between human and humanitarian resources. The trust shown in the initial stages of this extraordinary mobilisation shows what we, as a professed people business, are truly capable of.
Clearly this Orange case study will go down in history as one of the most extraordinary stories that has come to FMBE through 19 years.
They brought about hope in the face of exceptional aversity.
Finally, the bronze winner is the one that gave us all future hope. Here was an event that was about doing things better, for the greater good.
It required tremendous faith and goodwill to make year one of Anthropy happen and this event went from concept to reality with a sprinkling of magic from the team to curate a meaningful legacy.
It was an occasion that showed us all that face to face is back with a post-Covid renewed focus on not wasting any moments of engagement.
