Leading up to the 2011 Creative Media Awards, which will be held Dec. 14th in New York City, MediaDailyNews is re-publishing
the most creative media campaigns of 2010. Today we revisit the winner and finalists in the “Business Media” category.
- Business on Main for Sprint by Mindshare/Mindshare Entertainment
Mindshare
Sprint, “Business on Main”
Winner BUSINESS MEDIA
With its “Business on Main” campaign, Sprint aimed to create a branded destination where small business owners could
convene online to share ideas, get advice from business experts and promote their companies. The site, which integrates Sprint campaign promotions, offers users not only an online community but
also video interviews with CEOs, Q&As with business consultants and two original series. A mobile version of the site, optimized for most smartphones, allows users to read or listen to articles
and view all episodes of the two series. Purchaser intent rose 60% at more than three visits and site visits surpassed the goal of 5 million in the first year.
Control Freak for Approva Corporation by Approva Corporationadvertisement
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Approva Corporation
Agilent Technologies, "Control Freak"
Finalist BUSINESS MEDIA
For its campaign, aimed at highlighting the company's expertise in matters related to continuous controls monitoring, Approva
created a "Control Freaks" microsite meant to serve as a humorous way to draw in potential clients. The site includes the Control Freak Blog, where Approva offers commentary on news relating to
corporate governance; the "Should've Had a Control Freak" video series, consisting of short vignettes; a link to Onetropolis, a virtual city run by Control Freaks; and the Official Control Freak
eHandbook, which explains continuous controls monitoring technology. The vignettes garnered more than 3,000 views in just two months, while the eHandbook was downloaded by more than 1,500 users
within one month of its launch.
- "Rudy" About.com Branding and Awareness
2010 for About.com by Gigantic
Gigantic
About.com,
"Rudy"
Finalist BUSINESS MEDIA
Gigantic, along with MediaStorm, created a branding campaign aimed at
reminding media professionals of About.com's value to consumers - its expertise on a variety of topics. The creative featured consumers, represented by stick figures, who need to know how to
maximize tax refunds, travel with a newborn, lower cholesterol levels and other matters. The ads appeared in New York locations where they were likely to be seen by media buyers, including the top
of taxis, sides of buses, subway station walls and telephone kiosks. One aerial banner ad that mentioned consumers' need to find beach activities was flown over popular metro beaches.