Campaign Media Awards 2020: Content Strategy

Campaign Media Awards 2020: Content Strategy

WINNER
Goodstuff for ITV2

An aging population and blood donation shortage in the UK mean younger and male donors are vital to having enough blood to maintain regular supplies. ITV2 partnered with the NHS to help address this issue, as well as leveraging this brand purpose to shift perceptions of ITV2 as a youth brand.

A wealth of quantitative data existed which spelt out the reasons that people gave for not donating, but qualitative depth interviews using laddering techniques helped unearth the real problem: people were scared. The emotional fear barrier has to be addressed in order to overcome the functional excuses.

Goodstuff borrowed from behavioural, economic and social factors to help circumvent the fear barrier. It created the ITV Blood Squad, knowing that people are more likely to do something if "people we like and people like us" do it too.

Focusing on the sociable and sharable, and on a limited budget of £250k Goodstuff leveraged two key youth channels: cinema and social. It tapped into social occasions around cinema at Halloween and created sharable content for social showing relatable talent giving blood.

The campaign demonstrated enough registrations to save up to 60,000 lives and a significant uplift in sentiment towards ITV2. The judges said: “A great example of what can be done with limited budget across multiple channels.”

HIGHLY COMMENDED
Digital Cinema Media and Spark Foundry for KFC

Following a catastrophic logistics failure in 2018, KFC was still feeling the effects of lower preference and consideration scores than it had enjoyed pre ‘chickengate’. It was vital that KFC not only continued to rebuild its customer base and maintain awareness, but also improve consideration metrics to ensure business results remained strong. The premise was that cinema and KFC share an undeniable brand truth; both have numerous imitators trying to mimic them but, with both, you are unable to compete with the original. Cinema is the best place to watch the latest blockbuster film, just as the Colonel’s kitchen is the best place to eat fried chicken. Digital Cinema spotted an opportunity to use this affiliation and align with cultural moments in cinema’s powerful environment. It delivered a standout brand campaign to land the Colonel’s Original Recipe message through humour, entertainment and context.

FINALISTS
Dentsu Aegis Network Manchester for iProspect and BetVictor
Essence and Amplify for Google
Starcom for Visa and The Guardian
The Telegraph
Wavemaker and DCM for Counter Terrorism Policing

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