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BOOK OF THE NIGHT

4 September 20�4

Thank you to all our sponsors

M&MGlobal Awards 20�4

M&M Awards 2014 3

This is a special year for M&MGlobal as it celebrates 25 years – and I am excited we are still as relevant to the international media community as we were in 1989. To celebrate a quarter of a century, tonight's awards promise to be the most spectacular yet, and all of tonight's winners and shortlisted companies encapsulate the levels of creativity and innovation within the global media sector. Featuring entries from more brands, agencies and media owners than ever before, this year's awards provided lots of insight into the international media landscape. I would like to take this opportunity to thank all of our judges, sponsors, C Squared's award and event teams, and all of you for continuing to make the M&M Global Awards one of the must-attend events on the media calendar.Jeremy King, Content Director, C Squared

5 Chairman Interview6 Meet the Judges9 Agency Network of the Year11 Campaign of the Year13 Media Excellence15 International Marketer of

The Year17 Best Communications Strategy19 Best Local Execution of a

Global Brand20 Best Use of Content21 Best Content Creation Award

Contents23 Best Engagement Strategy25 Best Use of Digital27 Best International Launch or

Re-Launch Campaign29 Best Targeted Campaign31 The Effectiveness Award33 Best Entertainment Platform 35 Best Social Media Campaign 36 Best Contribution to a

Campaign by a Media Owner 37 Best Automotive Campaign 38 The Sports Performance Award

Content Director’s comment

Are you the brightest spark in media?M&M Global, in association with A&E Networks, is launching the ultimate media quiz on Tuesday 9 September.

There are eight rounds, lots of prizes and the kudos of being the cleverest person in media. Be a part of it at mandmglobal.com


M&M Awards 2014 5

Chairman’s Introduction

What does it mean to be asked to be chair of the M&MGlobal Awards?It was quite an honour, especially in their 25th year. M&M attracts truly international brands and entries. So, for someone in a global role like me, it offers a window into the best brands.What did you think of the level of entries? Was it a good spread of the global media industry?Apart from the usual suspects from consumer categories, we saw a lot of participation from some of the unsung heroes of the media world, such as B2B, social cause-led marketing and sports activation. It was heartening to see the geographical expanse as well, with good work from Asia and Latin America.What did you think of the panel? The jury made my life quite easy on the final judging day, to be honest. This is because they were quite switched on through the day. They also brought some diverse views to the table and ensured that the conversations were mature and the judging was fair.

What are you most looking forward to?Seeing the winners enjoy the fruits of their labour. It’s always a joy to see people getting what they deserve. I am also looking forward to reconnecting with the judges. Did the level of entries inspire you?Inspiration came not just from the work, but also from the discussions we had on the final judging day. It’s not every day that one gets to sit around a table of like-minded people and have a sound intellectual debate about marketing and brands. It was both an inspiring and humbling experience. ■

We saw a lot of participation from some of the unsung heroes of the media world, such as B2B, social cause-led marketing and sports activation. It was heartening to see the global expanse as well

Suresh Balaji, Global Head of Marketing Strategy at HSBC


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Meet the JudgesThis year’s jury of judges for the M&MGlobal Awards was again a great representation of international agencies, owners and brands. The debates and discussions that took place over the day provided a fantastic insight into the industry and highlighted some of the amazing work that has been produced in the past 12 months.

Special thanks go to our chairman of the jury Suresh Balaji, global head of marketing strategy at HSBC, and all the judges who took the time to be part of the panel. ■


M&M Awards 2014 7

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Hesham Tahssin Deputy CMO, AmericanaSebastien Danet COO, ZenithOptimediaKaren Carter Director OC Partner Marketing Consumer Channels Group, MicrosoftSuresh Balaji Global Head of Marketing Strategy, HSBCAlistair Gammell Managing Director, EarnestDarin Brown EMEA CEO, POSSIBLEAndy Walsh Global Head of ICP, MediaComKrister Karjalainen Head of Digital, P&G, SwedenMark Ringer Executive Creative Director, AnthemStuart Sullivan Martin CSO, EMEA, MEC

Sanjay Azim Nazerali Global Chief Strategy Officer, Aegis MediaEileen Kiernan Global CMO, UMYannis Zachos Head of International Strategy, Havas Media InternationalCaroline Devys Director of Media & Marketing Management, LEGOJordan Dow Global Brand Head, Voltaren, NovartisToby Roberts Global Head of Strategy, PHDRupert Holroyd Managing Partner, OMD Antonio Boulos Vice President Operations MENA, BPNNick Bartram Global Strategy Director, Starcom MediaVest Group

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Global brand,meet globalaudience.

Congratulations to all the shortlisted agencies for the M&M Agency Network of the Year award.

nytmediakit.com


M&M Awards 2014 9

Agency Network of the Year

OMD believes in ideas that inspire, challenge convention and stretch media’s potential. Ideas that outsmart competitors, build relationships between brands and consumers and, most importantly, drive business growth.

The ideas that have won OMD this award include the launch of the PS4 and activating McDonald’s sponsorship around the 2014 Fifa World Cup.

Award-winning workThe PS4 launch won the agency the M&M Global Best Communications Strategy accolade as well as The Effectiveness Award. In 15 key launch markets, activity included the OXO Tower London takeover, which triggered 14.3 million Twitter impressions in 24 hours;

WINNEROMD

Ideas that outsmart competitors, build relationships between brands and consumers and, most importantly, drive business growth

a ‘For the Players Since 1995’ video, which attracted 10 million views; interactive content and a central online destination where 62,000 individuals declared themselves ‘Players’ and shared it across their social channels.

OMD’s McDonald’s campaign also scooped two M&M Global awards in our Best Engagement Strategy and Best Contribution to a Campaign by a Media Owner categories (for Facebook).

SPONSORED BY:

THE INTERNATIONAL SALES HOUSE FOR THELEADING MEDIA COMPANIES IN EUROPE

Publieurope Ltd, Ariel House, 74 A Charlotte Street - W1T 4QJ London - UNITED KINGDOM Tel: +44 207 927 9800 - [email protected] - mailto:[email protected]

www.publieurope.com

UK

BELGIUM

NETHERLANDS

BEYOND EUROPE: MENA REGION

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FRANCE


M&M Awards 2014 11

Campaign of the Year

For the 2014 Fifa World Cup, McDonald’s global sponsorship was brought to life by re-creating famous World Cup moments and 2014 World Cup plays with the brand’s famous fries and then sharing the videos across social networks.

OMD teamed up with Facebook to create the videos. Some 10,000 fries were used as supporters and players, 10 hand puppeteers were recruited and more than 1,000 Fry props were created. All of this helped to create 30 FryFutbol videos depicting famous and current football moments. All the videos were distributed and optimised. This meant no support for videos depicting moments, which were

‘against’ a given country, whilst up-weighting strong moments.

The strategy was played out to perfection across the World’s Facebook news feeds, YouTube mastheads, sports websites and blogs across Europe. Everyone was checking to see the FryFutbol action.

What started as a European campaign in 39 countries, was taken in every major continent.

FryFutbol videos were the most viewed single piece of content for McDonald’s ever (50m+ views) and the most ‘Liked’ campaign content in McDonald’s history (+5m Likes).

As a result, over one billion Fry Boxes were sold - the most sold in a comparable period, ever.

WINNERMcDonald’s FlyFutbol

Agency: OMD Media owner: FacebookBrand: McDonalds

SPONSORED BY:

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M&M Awards 2014 �3

Media Excellence

This year’s Media Excellence award, which is judged by M&MGlobal’s readers, provided a tough shortlist of six brands that have been responsible for some of the most innovative and creative global advertising campaigns of the past 12 months.

However, and in line with our expert judging panel, the overwhelming winner of this prestigious award was McDonald’s. The company’s

WINNERMcDonald’s

The company’s campaign based on the World Cup, ‘FryFutbol’, showcased how to expertly use the sponsorship of a major sporting event

campaign based on the World Cup, ‘FryFutbol’, showcased how to expertly use the sponsorship of a major sporting event.

It is no surprise that Steve Easterbrook, senior executive vice president and global chief brand officer at McDonald’s, also took the crown for International Marketer of the Year, as his brand truly captured the consumer, drove sales and greatly increased engagement.

SPONSORED BY:

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sponsor of the 2014 M&M Awardsinternational marketer of the year

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International Marketer of the Year

WINNERSteve Easterbrook, McDonald’s

SPONSORED BY:

Congratulations to McDonald’s senior executive vice president and chief brand officer Steve Easterbrook, who picks up this award for all aspects of his global brand management, including the FryFutbol campaign that has done the double at our awards.

This accolade is presented to a marketer who has distinguished him or herself by inspiring innovative marketing of their products worldwide across multiple platforms.

During the 2014 Fifa World Cup, Steve rose to the challenge of ensuring people, and particularly the core audience of millennials, feel true love for the McDonald’s brand, overseeing a campaign that brought to life famous World Cup moments and 2014 World Cup plays using the brand’s famous fries and

then sharing the videos across social networks.

The FryFutbol campaign has won Best Engagement Strategy and Best Contribution to a Campaign by a Media Owner for OMD and Facebook respectively. Now the man who only returned to McDonald’s in June 2013 following a two-year hiatus has picked up our International Marketer of the Year accolade.

Steve rose to the challenge of ensuring people, and particularly the core audience of millennials, feel true love for the McDonald’s brand

Steve EasterbrookSenior Executive, Vice-President

and Global Chief Brand Officer, McDonald’s

Congratulations from M&M Global to this year’s International Marketer of the Year:



Best Communications Strategy

WINNERPS4 Launch

In 2013, two technology giants announced that the seven-year wait for a next-generation console was over. PlayStation was to battle it out with Xbox just a few weeks before Christmas.

Gaming and gamers had changed. The fragmentation of gaming across multiple devices had made it mainstream. This had prompted core gamers to become more zealous and more vocal around their passion.

PlayStation’s audience viewed themselves as ‘real players’. Real players are early adopters. By understanding and putting real players at the heart of the conversation, OMD set out to make the PS4 the most talked about entertainment launch of all time.

In 15 key launch markets, activity included the OXO Tower London takeover, which triggered 14.3 million Twitter impressions in 24 hours; a ‘For the Players Since 1995’ video, which attracted 10 million views; interactive content and a central online destination where 62,000 individuals declared themselves ‘Players’ and shared it across their social channels.

OMD monitored the social buzz and produced reactive content and engaged in real-time conversations. At the time of launch, preference for PS4 was 44% higher than that for Xbox One, while purchase intent was 37% higher. The campaign drove six million PS4 unit sales in the first three months and generated over $3 billion in revenue.

Agency: OMDBrand: PlayStation

SHORTLISTED● Credit Suisse Corporate BrandingAgency: Havas Media International Brand: Credit Suisse

● Making Women The Boss of InspirationAgency: MediaCom Brand: Hugo Boss

● Etihad – Mapped Out Agency: MediaCom MENA Brand: Etihad

● Don’t Miss a ThingAgency: OMD Latin America Brand: Visa

● #DMDS – Dance More Drink SlowAgency: Starcom MediaVest Group Brand: Heineken

Start preparing for the Festival of Media Awards

LATAM AWARDS

ENTRY DEADLINE:

10 JULY 2015

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ENTRY DEADLINE:

DECEMBER 2015

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DECEMBER 2015COULD YOU WIN ONE OF THESE?

DO YOU HAVE CAMPAIGNS THAT

DESERVE TO BE AWARD WINNERS?

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M&M Awards 2014 19

Best Local Execution of a Global Brand

Nivea Sun Kids protects children from too much exposure to the sun. FCB Brasil came up with the idea of creating an ad that would also help prevent these children from getting lost on the crowded beaches of Brazil while their parents relaxed and read magazines.

A magazine ad was produced that linked to a smartphone app. A protector strip on the ad could be torn off and used as a bracelet, attached to the child’s arm.

Once the app was downloaded onto a parent’s smartphone, it could be synced to the bracelet, transforming it into a radar device.

The ad ran in weekly news magazine Veja Rio. It was also

mailed out to a demographic of mothers who possessed smartphones and lived within a certain radius of the beach.

Brazilian breakthroughAs a result, during the summer 2013/2014, Nivea Sun became the leading solar protection brand for the first time in the Brazilian market. In Rio de Janeiro, Nivea Sun’s sales volume increased by 62% and outstripped its nearest competitor by 13%, according to Nielsen.

During the Cannes Lions International Festival of Creativity earlier this year, the Protection Ad campaign also won seven Lions, including a Mobile Grand Prix.

WINNERProtection Ad

Agency: FCB BrasilBrand: Nivea

HIGHLY COMMENDED

SHORTLISTED● Hello Boston, Hello Dubai, Hello Tomorrow Agency: Havas Media USA Brand: Emirates Airline

● Carefree Secret Talks Agency: Initiative Brand: Carefree

● Two Locals Fighting in a Cinema Agency: Initiative Brand: eLife TV

● Power of 49 Agency: Maxus Bangalore Brand: Tata Tea

● Ford Bearded Man Agency: Mindshare Russia Brand: Ford

● Happy Cows Agency: Mindshare Sweden Brand: Ben & Jerry’s

● 18TH ZONE EMBASSY Agency: OMD Guatemala Brand: Frito Lay/Tortrix

● Google Outside Agency: OMD Brand: Google

● Twitter to Zero Agency: PHD Argentina Brand: Nike

● El Pecado de Camila Agency: Starcom MediaVest Group Brand: ACE

● The World’s First All-LEGO Ad BreakAgency: PHD Brand: Warner Bros


20 M&M Awards 2014

Best Use of Content

Heineken inspires people to ‘Open Your World’ while Reporters Without Borders (RWB) is a not-for-profit that champions the freedom of information and supports journalists seeking out stories that need to be told.

To support RWB, Heineken teamed up with 40 legends from the worlds of sport, entertainment and art to create a series of extraordinary posters that travelled the world, only to return with 40 unique stories to tell before being auctioned off.

One poster played fireball with Jimmy Connors, another travelled to space. One popped popcorn on an Icelandic volcano, while another went 60-metres deep into Dean’s Blue Hole.

To take the posters’ stories

beyond the paper, their creation was also captured on film, raising greater awareness of the partnership with RWB and its pursuit of freedom of information across the world.

The campaign generated more than 28.5 million earned media views for RWB and Heineken and more than 2,000 people visited the posters when they went on display in Amsterdam galleries.

The Legendary Posters Tumblr site got 255,215 page visits; 75% of these were unique, with visitors spending more than five minutes on average on the site engaging with the content.

There were more than 151,000 views of the poster experience videos, with 87% of these being driven organically.

WINNERSHORTLISTED

The Legendary PostersAgency: Starcom Mediavest GroupBrand: Heineken

● Captiva Launch Agency: Carat Global Brand: Chevrolet

● Nokia Lumia 1020 Launch Agency: Carat Global Brand: Lumia

● Bombay Sapphire Imagination Series Agency: Gravity Road Brand: Bombay Sapphire

● Kit Kat Comedy Break Show Agency: MEC Brand: Kit Kat

● McDonald’s FryFutbol Agency: OMD Brand: McDonald’s

● PlayStation Play The Future – Top Five: Fantasy football for the casual gaming generation Agency: OMD Brand: PlayStation

● Pepsi, Bring Them Back Home Agency: OMD MENA Brand: Pepsi

● Gucci – Chime for Change Agency: Zenith Brand: Gucci


M&M Awards 2014 21

Best Content Creation Award

Kit Kat didn’t connect well with Arabs. The demographic was choosing more visible brands so MEC was asked to increase Kit Kat’s relevancy among 20- to 35-year-olds.

Kit Kat saw opportunity in a growing yet underdeveloped comedy scene so MEC created the first-ever Arab online comedy reality show, positioning the brand as innovative, supporting progress and breaking with traditions. Comedians from Saudi Arabia, UAE and Lebanon were enlisted as mentors and judges. Nine finalists represented five countries and the show had a dedicated website, kitkatcomedybreak.com, where viewers could watch episodes, discuss, vote and win prizes.

New episodes were released every Sunday on the website and YouTube and all Kit Kat social media channels were transformed to focus on the show. Viewers discussed it on Facebook and YouTube, while interacting with contestants and celebrity judges on Twitter.

MEC created more than 40 branded videos and aggregated hundreds of user-generated comedy skits over 19 weeks.

For the first time in the region, Kit Kat became a content producer, not just an advertiser. More importantly, sales increased by 8% and the website received more than 550,000 visitors. Kit Kat increased 8% in ‘provide value to my break’, 7% in likeability and 4% in recommendations.

WINNERKit Kat Comedy Break Show

Agency: MECBrand: Kit Kat

HIGHLY COMMENDED

SHORTLISTED● McDonald’s FryFutbol Agency: OMD Brand: McDonald’s

● Yellowstone DietAgency: OMD Nordics Brand: Havrecrunch

● #ShareTheSofaAgency: Starcom MediaVest Group Brand: Heineken

● SOS Island Agency: Starcom MediaVest Group Brand: Galaxy Camera

● Your World Agency: OMD Brand: Intel

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M&M Awards 2014 23

Best Engagement Strategy

The challenge of being one of the world’s most ubiquitous companies is ensuring people, and particularly the core audience of millennials, feel true love for the brand.

For the 2014 Fifa World Cup, McDonald’s global sponsorship was brought to life by recreating famous World Cup moments and 2014 World Cup plays with the brand’s fries and then sharing the videos across social networks.

OMD teamed up with Facebook to create the videos. Some 10,000 fries were used as supporters and players, 10 hand puppeteers were recruited and more than 1,000 Fry props were created.

All the videos were distributed and optimised. This meant no

support for videos depicting moments that were ‘against’ a given country, while up-weighting strong moments.

The strategy was played out to perfection across Facebook news feeds, YouTube mastheads, sports websites and blogs across Europe, and what started as a European campaign in 39 countries was taken to every major continent.

‘FryFutbol’ videos were the most viewed single piece of content for McDonald’s ever (with 50 million-plus views) and the most Liked campaign content in the restaurant chain’s history (more than five million).

More than one billion fry boxes were sold – the most ever in a comparable period.

WINNERMcDonald’s FryFutbol

Agency: OMDBrand: McDonald’s

SPONSORED BY:

HIGHLY COMMENDED

SHORTLISTED● The Quest for the Chocovore Idol Agency: Carat Global Brand: Krave

● Gillette Sensitive Challenge Agency: MediaCom Poland Brand: Gillette Fusion Proglide

● Beats Pills Agency: R/GA London Brand: Beats by Dr. Dre

● Brazuca LaunchAgency: Carat Global Brand: adidas

© 2014 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc.

Google is proud to be a partner of the M&M Global Awards 2014. Congratulations to all the winners!

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M&M Awards 2014 25

Best Use of Digital

Net-a-Porter fashionistas love finding out what their peers are buying – no matter where they are based in the world. To help uncover this, Havas Media International opened up the Net-a-Porter buying engine to consumers and, in doing so, showcased the world’s hottest fashion trends. The result was Net-a-Porter Live (www.net-a-porter.com/live).

Via a fusion of Google Maps API with Net-a-Porter’s database of customers and stock codes, the products being purchased could be matched with the location of the buyers. Consumers could then watch in real time as a shopper from Helsinki in Finland bought a £895 Mulberry dress, while another in

Saudi Arabia splashed out £1,235 on a Valentino handbag.

The Net-a-Porter Live feed was integrated into online banners in five markets with partners including Vogue, Tatler and Harper’s Bazaar.

Net-a-Porter Live delivered an ROI of £11 for every £1 spent, with a click-through rate of 50%. The creative also proved 70% more efficient than the average in terms of engagement.

A remarkable 60% of all sales driven by the campaign were from new buyers. To put it into terms a Net-a-Porter customer would understand, the total additional revenue generated was the equivalent of 2,500 pairs of Jimmy Choos or 1,700 Prada handbags.

WINNERSHORTLISTED

Net-a-Porter LiveAgency: Havas Media InternationalBrand: Net-a-porter.com

● Kit Kat Comedy Break ShowAgency: MEC Brand: Kit Kat

● Turning Minions into BillionsAgency: MediaCom International Brand: Despicable Me 2

● Etihad – Mapped OutAgency: MediaCom MENA Brand: Etihad

● Giving viewers remote controlAgency: Resolution/OMD MENA Brand: The X Factor Arabia

● Boost Your RunAgency: Spotify Brand: Boost

SPONSORED BY:

See the full run down of winners from this

year’s M&M Global Awards, and the best

pictures from the night here

mandmglobal.com




mandmglobal.com




mandmglobal.com


M&M Awards 2014 27

Best International Launch or Re-Launch Campaign

The launch of Anchorman 2 in December 2013 gave MEC Global Solutions London a moment in time to align the film with Ron Burgundy’s irreverent comments on the news. The problem was that the launch had to be planned in August, and they didn’t know what the news would be in four months’ time.

MEC Global Solutions London set out to predict the news so Burgundy could be shown in action. Working with Will Ferrell as creative director, his production company Funny or Die and script-writing agency JET, MEC Global Solutions London created video content of Burgundy commenting on events and trivialities that hadn’t happened yet.

‘Year in Review’ content was created for Yahoo and MSN. The videos were also featured across Windows 8 news applications with MSN.

For the MTV European Music Awards, a deal was brokered for Burgundy to present a 30-minute nominations special in September and an award and vignettes throughout the show in November, and for supporting display media and editorial to appear across MTV sites.

The campaign generated eight billion impressions and 19.3 million video views across media partners and social channels. It further contributed to strong box-office figures of over $200 million, surpassing the first Anchorman by $90 million.

WINNERSHORTLISTED

Anchorman 2: Real-Time Bursts of BurgundyAgency: MEC Global Solutions LondonBrand: Paramount Pictures

● Skylanders: The Little Kid That DidAgency: MEC Global Solutions London Brand: Activision

● Gillette Sensitive Challenge Agency: MediaCom Poland Brand: Gillette Fusion Proglide

● LEGRIA mini – Your audience is waiting Agency: PHD International Brand: Canon, LEGRIA mini

● Voltaren 12 hr – World of possibilities Agency: Starcom MediaVest Group Brand: Voltaren

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Leverage our unrivaled media to reach the global business leaders who matter most.bloombergmedia.com


M&M Awards 2014 29

Best Targeted Campaign

To reach farmers and truckers in India, MediaCom International partnered with key radio partner 92.7 Big FM, using on-air, on-the-ground and mobile activation to bring to life a ‘trusted partnership’ contest.

The prize was 10,000 INR and a year’s supply of Rimula heavy-duty diesel engine oil. To win, truckers had to submit a story describing why the oil brand was their trusted partner on the road, either via their feature phone or at on-the-ground radio events.

Not only did this create buzz and engagement around the brand, but it also made it easy for less-connected, less-educated truckers to interact with Shell.

In Malaysia, the local team created the Shell Rimula Truck

Tour, marrying strong on-the-ground presence with critical media amplification. Shell used radio station partnerships to drive traffic, paired with mobile billboards, targeted SMS blasts and TV/print integrations.

At the events, truckers were able to play educational games, speak to Rimula representatives and relax in R&R areas.

Overall, sales of Rimula shot up 18% year-on-year.

In India, MediaCom International saw more than 16,000 interactions and 1,200 story entries.

In Malaysia, across 18 locations, nearly 10,000 truckers engaged with the events and nearly one million litres of Shell Rimula were sold.

WINNERSHORTLISTED

Truckers: APAC’s Hidden HeroesAgency: MediaCom International Brand: Shell Rimula

● The Quest for the Chocovore Idol Agency: Carat Global Brand: Krave

● Unifying Prestige Consumers Under One "Beauty Ideal" Agency: MediaCom Brand: P&G Prestige

● Jumping Over Hurdles to Raise Brand Awareness Agency: MediaCom International Brand: Dassault Systemes

● Yellowstone Diet Agency: OMD Nordics Brand: Havrecrunch

● Airbus Cabin Comfort – Passengers don’t fly by numbers Agency: PHD International Brand: Airbus

● Money Can be Funny! Agency: Zenith Optimedia – MENA Brand: Islamic Banking Services – ADCB


M&M Awards 2014 31

The Effectiveness Award

In 2013, two technology giants announced that the seven-year wait for a next-generation console was over. PlayStation was to battle it out with Xbox just a few weeks before Christmas.

Gaming and gamers had changed. The fragmentation of gaming across multiple devices had made it mainstream. This had prompted core gamers to become more zealous and more vocal around their passion.

PlayStation’s audience viewed themselves as ‘real players’. Real players are early adopters. By understanding and putting real players at the heart of the conversation, OMD set out to make the PS4 the most talked about entertainment launch of all time.

In 15 key launch markets, activity included the OXO Tower London takeover, which triggered 14.3 million Twitter impressions in 24 hours; a ‘For the Players Since 1995’ video, which attracted 10 million views; interactive content and a central online destination where 62,000 individuals declared themselves ‘Players’ and shared it across their social channels.

OMD monitored the social buzz and produced reactive content and engaged in real-time conversations. At the time of launch, preference for PS4 was 44% higher than that for Xbox One, while purchase intent was 37% higher. The campaign drove six million PS4 unit sales in the first three months and generated over $3 billion in revenue.

WINNERPS4 Launch

Agency: OMD Brand: PlayStation

HIGHLY COMMENDED

SHORTLISTED● Gillette Sensitive ChallengeAgency: MediaCom Poland Brand: Gillette Fusion Proglide

● Vodafone Firsts – From Known to LovedAgency: OMD Brand: Vodafone

● #DMDS – Dance More Drink SlowAgency: Starcom MediaVest Group Brand: Heineken

● Every Employee is a TechnologistAgency: ZenithOptimedia WW Brand: Oracle

● Land of QuattroAgency: MediaCom Brand: Audi

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Sign up for the twice weekly Shortcut here mandmglobal.com


M&M Awards 2014 33

Best Entertainment Platform

Kit Kat didn’t connect well with Arabs. The demographic was choosing more visible brands so MEC was asked to increase Kit Kat’s relevancy among 20- to 35-year-olds.

Kit Kat saw opportunity in a growing yet underdeveloped comedy scene so MEC created the first-ever Arab online comedy reality show, positioning the brand as innovative, supporting progress and breaking with traditions. Comedians from Saudi Arabia, UAE and Lebanon were enlisted as mentors and judges. Nine finalists represented five countries and the show had a dedicated website, kitkatcomedybreak.com, where viewers could watch episodes, discuss, vote and win prizes.

New episodes were released every Sunday on the website and YouTube and all Kit Kat social media channels were transformed to focus on the show. Viewers discussed it on Facebook and YouTube, while interacting with contestants and celebrity judges on Twitter.

MEC created more than 40 branded videos and aggregated hundreds of user-generated comedy skits over 19 weeks.

For the first time in the region, Kit Kat became a content producer, not just an advertiser. More importantly, sales increased by 8% and the website received more than 550,000 visitors. Kit Kat increased 8% in ‘provide value to my break’, 7% in likeability and 4% in recommendations.

WINNERSHORTLISTED

Kit Kat Comedy Break ShowAgency: MECBrand: Kit Kat

● PS4 launches for the Players Agency: OMD Brand: PlayStation

● Ray-Ban Envision Agency: OMD Brand: Ray-Ban

● Yellowstone Diet Agency: OMD Nordics Brand: Havrecrunch

● Gillette Real Racing 3 Agency: Mediacom Singapore Brand: Gillette

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M&M Awards 2014 35

Best Social Media Campaign

Initiative’s challenge was to help KFC Arabia stand out in a sea of other brands sponsoring Arab Idol. The agency achieved this by reacting quickly to an on-air rant by judge Ahlam Al Shamsi.

The pop diva demanded KFC be delivered to her right then and there. Shouting, “KINTACKY! KINTACKY! KINTACKY!” she joked if KFC didn’t meet her demands, her 2.8 million Twitter followers would hear about it.

Initiative called KFC in Beirut, where Arab Idol is produced, and told them to immediately deliver Ahlam and her crew buckets of KFC and a bouquet of flowers.

Simultaneously, video footage of the outburst was posted to YouTube, which was viewed 17 million times in under four

months, delivering an estimated $850,000 worth of free exposure.

Within the hour, Ahlam received her KFC delivery. The pleased pop star posted pictures to Instagram, tweeting them to her followers and thanking KFC.

Initiative retweeted and shared her content on KFC social feeds, along with mobile images shot by KFC Beirut documenting their response. Initiative continued to seed Ahlam’s content by then recruiting popular bloggers. One eager fan even produced a rap song that went viral based on the theme “KINTACKY! KINTACKY! KINTACKY!”.

KFC’s online share of voice, measured against the other primary sponsors of the show, stood at a staggering 91%.

WINNERSHORTLISTED

Kintacky! Kintacky! Kintacky!Agency: InitiativeBrand: KFC Arabia

● Ford Mustang – The Road Awaits Agency: Blue Hive Brand: Ford Mustang

● Umparken Im Kopf Agency: Carat Global Brand: GM

● #ADAM Agency: Carat Global Brand: Vauxhall

● Etihad – Mapped Out Agency: MediaCom MENA Brand: Etihad

● Giving viewers remote control Agency: Resolution/OMD MENA Brand: The X Factor Arabia

Best Contribution to a Campaign by a Media Owner

For the 2014 Fifa World Cup, McDonald’s global sponsorship was brought to life by recreating famous World Cup moments and 2014 World Cup plays with the brand’s fries and then sharing the videos across social networks.

Facebook teamed up with OMD to create 30 ‘FryFutbol’ videos. Filming began every night within two hours of live play ending and a new video was posted the following morning in 35 markets. That gave an average of seven hours total to film, edit and post each video.

Facebook also extended FryFutbol beyond the pitch. Knowing that not every match would have an iconic moment, especially during group play, it planned several of the films to

keep the audience engaged, such as player introductions and locker-room scenes.

Facebook’s films ran on every continent and in more than 20 non-European markets, including all of LATAM, Australia, South Africa, USA, Japan, India, Canada and Suriname.

For markets with low smartphone penetration, Facebook worked with its local teams to adapt the campaign for feature phones. The first three films alone reached more than 89 million people across Europe and were viewed nearly three million times. Social engagement measures were also incredibly strong with more Likes, comments and shares than any market had seen before.

WINNERMcDonald’s FryFutbol

Media owner: FacebookBrand: McDonald’s

HIGHLY COMMENDED

SHORTLISTED● ESPN and DiscoverAmerica.comMedia owner: ESPN Brand: DiscoverAmerica.com

● Basketball Capitals presented by Turkish AirlinesMedia owner: ESPN Brand: Turkish Airlines

● The Intelligent Life AppMedia owner: Intelligent Life Brand: Credit Suisse

● LFC & Standard Chartered Seeing is Believing CampaignMedia owner: Liverpool FC Brand: Standard Chartered Bank

● Twentieth Century Fox & National Geographic Channel – Busting the myth that film product placement can’t exist on a factual channelMedia owner: National Geographic Channel Brand: Monuments Men – Theatrical Release

● On Assignment with Nokia Lumia Media owner: National Geographic Brand: Microsoft (Nokia Lumia)


36 M&M Awards 2014


M&M Awards 2014 37

Best Automotive Campaign

In South and Southeast Asia, motorbikes are king. They rule the road and the fast-growing biker community has become an attractive target for advertisers. The challenge for Shell Advance was to become the preferred brand of motorcycle oil.

MediaCom achieved this by creating a six-part TV series designed to engage with this audience. Each 30-minute episode of ‘Freedom Riders Asia’ showed host Charley Boorman learning about local biker communities in six key markets.

During the series, Charley took part in the Sepang Time Trial Race in Malaysia, joined a ‘Dress Up Drag Race’ in Indonesia, and took a Motorcycle Taxi challenge in Vietnam.

Episodes were promoted and broadcast on FOX Sports/Star Sports and other key FOX International channels across the APAC region. Digital distribution provided additional reach and information, giving bikers a deeper view into the bikes featured on the show and the science behind Shell Advance.

In total, MediaCom created 54 digital shortform videos, uploaded weekly. To ensure local relevance, these videos were also subtitled into six languages. Content was distributed via platforms such as FOX, YouTube, Youku and local biker forums.

The show reached 179 million households and 1.9 million views on YouTube, while 1.9 million views on Youku were recorded.

WINNERSHORTLISTED

Shell Advance Freedom RidersAgency: MediaComBrand: Shell Advance

● Ford Mustang – The Road AwaitsAgency: Blue Hive Brand: Ford Mustang

● Land of Quattro Agency: MediaCom Brand: Audi

● Welcome to the new age Bentley Agency: PHD International Brand: Bentley


38 M&M Awards 2014

● Motion Muscle Support Media owner: OMDBrand: Asics

The Sports Performance Award

The launch of the official World Cup ball is a unique opportunity for adidas to boost brand confidence among global media, retailers and shareholders. The World Cup draw was identified as the ideal moment to launch Brazuca, but Carat Global also wanted to influence the social conversation before the media reported on the launch.

Using global partnerships with Twitter and Google to drive engagement, word of mouth and scale, Carat Global launched the ball’s own Twitter profile and made a hero film.

A global YouTube homepage takeover incorporated a 360-degree ball cam embedded into advertising, giving an interactive “ball’s-eye view” of

the content. Carat Global also shaped a calculated ‘Twitter storm’ by rolling out content featuring A-list celebrities and athletes, activating their followers to amplify the most engaging tweets with real-time paid boosts. Crucially, content experiences were also linked to commerce so that the conversations around the ball were converting directly to online sales.

On the day of the launch, the Brazuca dominated online conversations with a 56% share of branded football chatter. Brazuca became the fastest-selling football in the history of adidas, achieved with 40% less budget compared to 2010. The @brazuca Twitter handle has more than two million followers.

WINNERBrazuca Launch

Agency: Carat GlobalBrand: adidas

HIGHLY COMMENDED

SHORTLISTED● Legendary JourneyAgency: JWT Brand: HSBC global brand and sponsorship

● That Premier FeelingAgency: OMD Brand: Carlsberg

● McDonald’s FryFutbolAgency: OMD Brand: McDonald’s

● #ShareTheSofaAgency: Starcom MediaVest Group Brand: Heineken

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