Marmite TasteFace, a bespoke web app which uses facial recognition to work out if someone is a Marmite Hater or Lover, won digital agency AnalogFolk the Grand Prix in this year’s IPM COGS Awards, as well as the COGS Agency of the Year trophy and Gold in the Innovation category.
The IPM COGS Awards were launched by marketing industry body the Institute of Promotional Marketing in 2010 to recognise the unsung heroes of the marketing world – the companies who deliver the ‘nuts and bolts’ behind the greatest brand activation and promotional campaigns.
Richard Pink, head of awards at the IPM, says: “AnalogFolk delivered a brilliant app which brings to life the core Love/Hate theme behind Marmite’s marketing. The idea of challenging people to film themselves trying Marmite on toast and then analyse their facial expressions to determine if they were Lovers or Haters, and give them a score of 0% to 100% (sheer ecstasy) is just genius.”
AnalogFolk developed three different versions of the app, so it works with Android, IOS and desktop devices. It formed part of the Marmite Gene Project integrated campaign which launched in September 2017. The campaign included TV, social, PR and digital, and celebrated research Marmite had commissioned from scientists on how a difference in people’s genetic make-up determines whether they enjoy the yeast spread’s taste. Marmite has been using the research to challenge consumers to reappraise their reactions to the product.
Richard Pink, who chaired the final Grand Prix judging panel, adds: “They took a great idea and innovated to such a degree that it made it genuinely ground-breaking. It had a fun and insightful mechanic that utilised tech to bring a consumer benefit. It delivered superbly in a very tricky-to-manage space, solving issues such as different operating systems and data protection, including protecting children.”
AnalogFolk also won Gold in the Digital category for its Walkers ‘Win Live!’ work.
Other big winners at The IPM COGS Awards 2018, now in its ninth year, included digital employee and customer engagement company 3radical, which took a Gold in the Loyalty category and two Bronzes for its work on Foxy Bingo’s ‘The Pursuit of Foxiness’, and merchandise solutions company LRG International, which won two Golds and a Silver for its work on promotional products for the film, Paddington 2.
The full list of winners, covering 12 industry, channel and specialist categories, plus the two Special Awards, is available on the IPM website.
The IPM COGS Awards 2018 celebration lunch was held on Friday September 28th, 2018 at the St Pancras Renaissance Hotel in London’s historic St Pancras Station.
The IPM COGS Awards were launched by the IPM in 2010 to recognise the contribution made by marketing services agencies to the success of promotional campaigns.