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 “Communications Channel Plan” category.
- Stains Out. No
Doubt for P&G/Tide Stain Release by Starcom USA
Starcom, USA When Procter & Gamble decided to launch a premium version of its Tide detergent brand at the height of an economic recession, it turned to media agency Starcom
to develop a communications plan that would position Tide Stain Release as an indispensable line for a key consumer segment: moms who would be willing to pay a little more to protect valuable
children's clothing. Armed with that consumer insight, the Starcom team developed an integrated campaign around premium baby and toddler clothing marketer Gymboree that effectively turned its retail
stores and sales staff into a communications channel for TSR. Every purchase made at Gymboree included a free sample and literature educating moms on how to keep their new purchases
stain-free. Starcom reinforced the integration by tapping into influential mommy bloggers.
P&G/Tide Stain Release, "Stains Out. No Doubt"
Communications Channel Plan
- A grounded blimp still gets air time for Goodyear/Fuel Max
Tires by MPG
MPG Some communications channel strategies are
full of hot air. The one MPG developed to promote client Goodyear's Fuel Max Tires was, well, the opposite of that. When Goodyear's trademark blimp was grounded due to economic cutbacks, the media
shop turned a negative into a positive and transformed the iconic airship into a virtual communications channel that generated real results. Working largely with stock archival footage, the mpg
team developed branded content that inserted the Goodyear Blimp and its flight crew into an array of programming, including color commentary during major sporting events. Best of all, because the
content was embedded and integrated into programming, the virtual blimp campaign was essentially "DVR-proof." To viewers, it appeared as if the Goodyear Blimp flight crew were bantering in a real
blimp, hovering above the fields, stadiums or arenas they were covering - all for a fraction of the cost of the real McCoy.
Goodyear/Fuel Max Tires, "Grounded Blimp"
Finalist Communications Channel Plan
- Mootopia for California Milk Processor
Board by Goodby, Silverstein & Partners
Goodby, Silverstein & Partners Just when you thought the team at Goodby, Silverstein & Partners had milked the California Milk Processor Board account for all it could, the agency figured out
a way to make milk appealing to one of its most elusive, but most important markets: teens. How? By turning their sense of narcissism into a new communications channel. The channel, embodied in a
magical utopian world known as Mootopia, where "hair grows like finely woven silk" and muscle-building "borders on miraculous," was brought to life via a series of experiential events and activities
sure to appeal to the youth market, including an 18-day series of summer events held under milky-white cabanas, where Mootopian citizens (beautiful brand ambassadors) welcomed visitors, passing out
milk-based smoothies. Artists created custom t-shirts featuring Mootopian imagery; giveaways connected to benefits - nail files - were passed out as souvenirs. Free manicures reinforced the benefit
of strong nails, hair styling connected milk with shiny hair, and arm-wrestling stations aligned with muscle building. The agency extended and expanded the presence of Mootopia online, via
visitmootopia.com, where a broader community of teens could immerse themselves in the legend of Mootopia, listen to the land's anthem and play games created around the benefits of milk. An
exclusive partnership with DailyCandy brought tangible health/beauty offers to those who visited Mootopia via the website or Mootopia's Facebook page.
California Milk Processor Board, "Mootopia"
Communications Channel Plan