Campaign Digital Awards 2006: Best Use of Interactive

Project: Army on Everest West Ridge Expedition 2006
Client: Mark Bainbridge, marketing director, Army Recruiting Group
Agency: PCI Fitch
Writer: Mark Hodder
Designers: Tiki Graves, Julien Buckley, Paul Le Herissier, Dan Sanderson

The Army on Everest campaign showed a real understanding of interactive media, and strategically stood out to this year's judges. It also showed a brave and risk-taking investment in channels which are still emerging as marketing platforms, such as video podcasts and mobile phones.

The tools that PCI Fitch used to generate and maintain interest and awareness in the Army among potential recruits included video podcasting, RSS feeds, games, e-mail alerts and video clips for mobile phones, creating a holistic experience for the tech-savvy target audience.

At all stages of the campaign, each element had a very real, value-added function to the overall message. The inclusion of gadgets such as mobiles and iPods to distribute content appealed to the adventurous and innovative who like to enjoy and access content on the move.

The use of Google Earth, for example, gave the user a sense of what the Everest landscape was like and its geographical location. The 360-degree views that could be seen online were incredible.

Similarly, content such as video podcasts told the story of the expedition and came up when Everest or Army was typed into an iTunes search.

The website was beautifully designed and users could watch any of the films of the expedition, produced solely for the site. The site generated more than one million hits during the seven-week campaign and is now a benchmark for all of the Army's future communications.

Project: Radio 1 Musicubes
Client: James Wood, head of marketing, BBC Radio 1
Agency: Agency Republic
Writer: Gavin Gordon-Rogers
Art director: Gemma Butler
Designers: Russ Tucker, Oli Laurelle

Radio 1 had a standard online ad campaign in mind to boost its audience figures when it approached Agency Republic - what they got was Musicubes.

Musicube towers could be placed on pages such as MySpace, blogs or community networking sites using code from the Radio 1 website. They allowed people to express their musical tastes, while providing easy access to the music they liked which was streamed from the BBC Radio Player.

The free application was seeded across MySpace and spread virally, and was promoted via a tab on MSN Messenger for Radio 1, as well as a banner ad campaign that could be used to browse through musical genres.

Musicubes was a concept that tapped into current online behaviour - more than 26,000 towers were created, generating more than 40,000 listening sessions to Radio 1.

Project: Monopoly live
Client: Alexandra Bloor, marketing manager, Hasbro
Agency: Tribal DDB London
Writer: Ben Clapp
Art director: Victoria Buchanan
Designers: Victoria Buchanan, Nicole Schloeter

Hasbro wanted to promote the release of "Here & Now", its 70th anniversary version of the classic Monopoly game, which featured 21st-century London.

Tribal DDB created a live game that involved turning the whole of London into a Monopoly board game, complete with taxi cabs decked out as the playing pieces. Players watched online as they lost or earned virtual money in real time based on where the cabbies went while going about their daily business.

The story of the online game was picked up by some of the major media outlets, creating a PR buzz to accompany the launch, which was so successful that Monopoly was the best-selling board game of 2005, with sales up 450 per cent on the previous year. Hasbro sold out of limited-edition stock two weeks before Christmas and nearly 200,000 people played the game at least three times.


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