12
CATEGORY 5:
Best Public Relations campaign
WINNER: Mortascreen
AGENCY: EULOGY CAMPAIGN: ‘THE DECEASED MAIL FUNERAL’
M
ortascreen is a consumer database on You Tube by members of the public
of over seven million deceased within one hour of the procession, and
individuals – 50,000 new records managing agency Eulogy was inundated
are added every month. Brands use its with requests for details about Mortascreen.
Deceased Preference Service database to The total Public Value Equivalent for the
update their consumer databases. coverage generated from the PR team’s
The aim was to raise awareness of the activity was £578,950 – exceeding the set
database and sell at least eight new licenses. target of £300,000 – whilst the total OTS
To do this, it commissioned a PR strategy (opportunity to see) reached by the PR
that would appeal to national, trade, the London Eye. The cortège contained a campaign was 38,583,000. This was more
broadcast and online media. The target coffin filled with the amount of direct mail than ten per cent above the target OTS.
audience for the campaign ranged from Londoners receive in one day addressed to In total, 123 pieces of coverage were
marketing directors to database managers, deceased loved ones. The Metropolitan delivered – 33 pieces over target.
ad agencies, journalists and MPs. Police even halted traffic for the cortège. Consumer registrations online increased by
Any media stunt needed to be Meanwhile a UK ranking – illustrating 35 per cent – 10 per cent above target, and
compelling whilst being careful not to which areas received the highest rates of Mortascreen received 25 new business
cause offence to the public. A high profile direct mail for deceased people – was enquires, converting to 12 new licences
visual stunt was created around London’s compiled, adding a regional angle. being sold. Licences sell at between £5000
Westminster Bridge and Parliament Square On the day of the procession, media and £10,000. For confidentiality reasons,
– an area noted for its national and political interviews were conducted by PA, ITN, the license fee for individual sales could not
appeal. A traditional horse-drawn funeral GMTV and British Satellite News, whilst a be released – but taking the lowest possible
procession – complete with four walking pack of regional press and agency licence fee total (£60,000) versus
mourners – made a return journey between photographers lined the route. investment into the campaign, results in a
the two landmarks, coming to rest behind Video clips of the funeral were posted sales-based ROI of 7:1.
RUNNER UP: Interbuild
AGENCY: IAS CAMPAIGN: ‘BEST GREEN FOOT FORWARD’
I
nterbuild is a leading construction trade During the show itself, several broadcast
exhibition, owned by EMAP Construct. channels were invited to see the construction
With the recession brewing negativity in industry in action. Page three girls from the
the industry, (plus the fact it had moved Daily Sport were also drafted in to bring the
from being a bi-annual to an annual event). truck and tool hall to life, in a bid to attract
It needed to position itself as a visitor- the attention of ‘white van man’.
grabbing, sustainability-focussed show that The show secured six leading speakers
delivered more than the competition could. and attracted more than 200 journalists
The centre piece for the 2008 show was from key trade titles. The BBC filmed the
‘The Village’ – a sustainable community show on press day, leading to coverage on
built within the exhibition hall. A press the BBC News Channel and BBC TV
launch with speakers including celebrity Midlands and national press coverage
naturalist David Bellamy helped grab the appeared in The Independent and the
attention of the trade press media. Daily Sport.
RUNNER UP: Taylor Wessing
AGENCY: SPADA CAMPAIGN: ‘BEHIND THE GREEN FAÇADE’
T
aylor Wessing LLP is a full service thought to be the largest survey of its kind appeared in national, broadcast, trade and
commercial law firm. In order to in the UK, a print, broadcast and online online media with a total reach of more
establish itself as a thought leader on campaign was developed. This included than five million. More than 15 senior
the issue of sustainability, it canvassed approaching influential environmental and public figures responded to the report, with
5450 investors, funders, developers, built environment bloggers – a tactic that the Greater London Authority (GLA) and
contractors, architects, planners, generated broad coverage. the Minister for Sustainable Development
commercial agents and end users for their The report’s media launch was on CNBC showing particular interest. More than
views on the subject. To launch the report, Europe’s Europe Tonight. Coverage 20,000 people downloaded the report.
B2B Marketing Awards 2009 - www.b2bmarketingawards.co.uk
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