bima awards 2011 - book of the night

The official 2011 BIMA Awardsbook of the night

Follow us on Twitter @bima

www.bima.co.uk

2011 BIMA Awards

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Managing creative business online

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Welcome to the official Book of the Nightof the 2011 BIMA Awards.

Justin CookeChair

BIMA

“...take inspiration fromthe creative excellence

on display and let it giveyou the confidence to

continue to driveBritain’s world-class

interactive sector.”

Now in its 27th year the BIMA Awards is the world’s longest running

interactive awards ceremony, consistently setting the benchmark of

digital excellence for longer than many in our industry have been

alive. It is testament to the talent of the people working in our sector

that even when they are faced with challenging market conditions,

once again the bar has been raised.

The hundreds of entries from agencies and brands across the length

and breadth of the country is further proof that Britain is a world

leader and that we are ideally positioned to export these services to

drive growth benefitting not just our sector, but the country as a

whole.

As a result, we have a record number of Highly Commended entries.

Commiserations to those who lost out by a whisker – you may have

been beaten this year but I know from personal experience this will

only sharpen your hunger.

Creativity, effectiveness and innovation are the watchwords of the

Awards and we’re proud to have support from sponsors including

DediPower, Digital Gurus and Microsoft who reflect these values.

My sincere thanks, along with the appreciation of the entire

BIMA executive, goes out to them.

Huge credit must also go to the team behind the Awards. Special

thanks to our judging panel of 50 agency stars, client-side experts,

industry commentators and academics. I wish also to extend my

personal thanks to Jim Angell and his team at Swim Productions for

putting on one hell of an awards party on 10 November. We tasked

him with making the BIMAs the best night in the digital calendar

and he knocked this out of the park.

As you flip through this book and think about the year ahead, I hope

you will take inspiration from the creative excellence on display and

let it give you the confidence to continue to drive Britain’s

world-class interactive sector.

Congratulations to the winners and good luck to all for 2012.

Thought engineering.

Exhilo hosts digital ideas. Its DNA is formed by those who challenge convention.

Launching at BIMA.

www.exhilo.com

Presented by DediPower Managed Hosting

Judges

Adam Graham

Aileen Walker

Alex Cowell

Alastair Duncan

Andrew McCormick

Andy Conroy

Be Kaler

Ben Lunt

Chris Hassell

Chris Kempt

Chris Michael

Christoph Burgdorfer

Clive Holdsworth

Dan Oliver

David Brear

David Jenkinson

Diane Charlton

Eleanor Stewart

Gordon Young

Guillaume Buat-Ménard

Helen Milner

Helen Nowicka

Ian Bates

James Bruce

James Cashmore

James Jefferson

Jane Burton

Jane Savage

Jude Stone

Kate Cox

Louise Brown

Dr Magnus Moar

Mark Taylor

Matthew Bagwell

Michael McClary

Michael Nutley

Mike Hawkyard

Mike Teasdale

Neil Gibbons

Olly Willans

Paul Kemp-Robertson

Rachel Hillman

Richard Lomax

Ross Luarie

Sam Gibbs

Sarah Morris

Shane O'Byrne

Thomas Moeller

Tiffany St James

Tom Reding

Chris Kempt and James BruceCo-Chairs of the BIMA Awards 2011 Judges

Judging the BIMA Awards is no easy task, requiring days of online judging and attendance at a gruelling final arbitration session – yet the names set out

below are a mini who’s who of the digital industry. Connect the dots and the level of respect for the BIMAs becomes apparent.

We’re proud to have headed up the panel this year and extend our thanks to the judges for their level-headed impartiality and commitment to finding the

best of digital Britain. Overseeing the process has given us a unique view of the amount of effort put in – both from the judges and the entrants.

Special thanks to our group chairs who worked alongside us to ensure the process was fair and rigorous: David Brear, Jane Savage, Jane Burton, Mike Nutley,

Adam Graham, Louise Brown and Tom Reding.

We take our hats off to everyone involved.

Grand prixwinner

Targeted at youths on the periphery of crime,

Who Killed Deon? is designed to publicise a

complicated, but increasingly used law

known as Joint Enterprise.

Joint Enterprise enables those involved on

the edge of a criminal act to be jointly

prosecuted, and AMV BBDO chose Facebook

as the perfect platform to remind people that

crime is BAD. Working with the Metropolitan

Police, AMV BBDO created a fictitious

whodunnit. Via the Facebook page you can

watch a series of videos, with each one

focussing on the murder of Deon from the

perspective of a different protagonist. There

are six suspects - all involved in the murder in

some way - and through their stories you

discover that presence, knowledge, and direct

action can all have very serious ramifications.

The campaign achieved more than 40,000

likes on Facebook.

The FinalistsHeineken Star Player AKQA • The Sexperience 1000 Mint Digital • Metropolitan Police: Who Killed Deon? AMV BBDO

Million Pound Drop Play-along game Endemol/Monterosa • MINI World Record Attempt Profero

www.facebook.com/whokilleddeon

Metropolitan Police: Who Killed Deon?

AMV BBDO

Sponsored by

Agency ofthe Yearwinner

Having taken home awards in four of this

year’s categories - ‘Community’,

‘Automotive’, ‘Outdoor & Installation’ and

‘Integrated Campaign’ - one agency stood

head and shoulders above the competition,

and we’re delighted to announce that the

prestigious prize of Agency of the Year goes

to Profero.

Founded by Wayne Arnold in 1998, Profero is

no stranger to success, and the BIMA Agency

of the Year award marks an amazing 12

months for the team.

With shortlisted campaigns for ASOS, M&S,

and MINI, Profero highlighted a breadth of

expertise across multiple projects. From

developing a new ecommerce platform in the

ASOS Marketplace, to producing the

integrated marketing for the new MINI

Countryman, Profero managed to combine

innovative campaigns which yielded fantastic

results for its clients.

The FinalistsAKQA • AMV BBDO • LBi • Monterosa • Profero

www.profero.comProfero

Sponsored by

CreativityPremium Award

With the launch of the Countryman - a new, larger MINI model - Profero

was tasked with retaining the ‘essence of MINI’, whilst promoting the fact

that this was the biggest model to date. Profero chose to put ‘How many

people can you fit in a MINI?’ at the heart of its campaign, and the MINI

World Record Attempt was born.

In shopping centres and train terminals in eight major cities across the UK,

life-size fibreglass replicas of the new Countryman were installed. Profero

then invited people to create video footage of themselves in onsite capture

booths, which was then displayed on the windows of the cars (giving the

impression people were rammed inside them!). Footage could also be

shared via Facebook and Twitter, and by the end of the campaign 10,450

people had fit in the Countryman - that must be a record!

www.vimeo.com/17655802Mini World Record Attempt Profero

The FinalistsHeineken Star Player AKQA • Nike Grid AKQA, W+K, Mindshare • Wrigley’s 5 Nightjar AMV BBDO

MINI World Record Attempt Profero • adiVERSE Start JudgeGill

Sponsored by

Recruitment in 2012The market this year has evolved albeit forcibly

in response to the aftermath of that financial

mess no one quite understands or wants to talk

about. The good news is that despite a cautious

(and rightly so on past performance, year 2001

anyone?) approach to recruiting, retaining and

especially resourcing of freelancers, there hasn’t

been brakes on approach. The digital market has

grown up in this sense.

Gone are the days when agencies would at the

drop of a hat (or call of a Head of Finance) can all

freelancers, stacking up the pressure to deliver

the work using salaried staff, who in turn get

frustrated, feel overworked and undervalued,

and cause a tidal wave of exit interviews,

leaving spaces that need, but can’t be filled due

to the cost of recruiting...

The outlook has been less dramatic and bleak

this time around. Yes, we’ve seen a drop in

budgets, and in rates for freelancers, but the

demand, while slower has been steady. We’ve

also seen a few heroes emerging as clients

increasingly demand to see their money work

harder and their media spend lowered.

We’re seeing a steady increase in demand for

client services, social media and search

candidates. Aside from the financial pressures,

and the need to reach people where they are,

target better and increase brand advocacy as

part of a genuinely media neutral approach,

clients are less wary of social media, they can see

(and start to measure) it’s effect, not just on

their brand directly, but in bringing together

and at times dividing people, in a way that no

traditional media does. A look over the past

couple of years at the work winning the gongs

shows this too.

So while there has been a downturn overall,

there’s been a change in dynamic, one that

seems to have injected new life into the

industry, and pushed people across the board

to raise their game, which can only be a good

thing.

Farooq Mohammed Digital Gurus

EffectivenessPremium Award

Jamie Oliver has a number of apps gracing the iOS store, but the pièce de résistance is - without doubt -

Jamie Oliver's Recipes.

Created in partnership with Zolmo, Jamie Oliver's Recipes is broken down into a step-by-step format,

making recipes a cinch to follow. High quality photography and video are placed front and center, and it’s

this bespoke content - married with a fabulous user experience - that elevates the app above its competition.

Digestible chunks of content - known as ‘recipe packs’ - can be purchased via the app, with Jamie’s Taster

Pack provided as a free introduction. Ingredients for your favourite recipes can be added to a shopping list,

and there’s even the option to quickly reconfigure recipes for two, four, or six people.

To date, the app has won numerous awards, and over 2.2 million have already downloaded Jamie Oliver’s

Recipes for iPhone and iPad.

www.itunes.apple.com/gb/app/jamies-recipesJamie Oliver's Recipes Zolmo

CreatingCreative Value Agencies come in all shapes and sizes. They sit in

different spaces within the sector. Yet one thing

unites all; creativity is central to everything they

deliver and informs their DNA. Not for nothing

do we use the term, “the creative industries.”

Every agency should pursue the Holy Grail of

standout creativity. It is what makes the

difference between good and great. It’s what

clients continue to buy and this is unlikely to

change. Awards such as the BIMAs are

testament to the desire agencies have to be

recognised for delivering creative ideas that

make a difference to their clients’ businesses.

There is no “cookie cutter” approach to

“creating creative value”; each agency or

creative business needs to find an approach that

suits its culture. But let’s not forget that

outstanding creative also delivers value for the

originating agency; when it comes to valuing a

business for potential sale, the quality of the

creative product counts for a great deal.

Acquirers, whether they be the big networks, the

mid-caps or private equity houses all

understand its value.

Creativity can come in many different guises.

Traditionally we think of it in the terms of those

legendary stand-out TV ads or memorable and

well publicised digital campaigns, but

increasingly agencies can take a creative

approach to developing their own IP, whether it

be dashboards, software or NPD suites and other

tactics that can prove commercial value to

clients and thus bring them closer.

Ultimately it boils down to some very simple

principles. Agencies which put “creating creative

value” at the heart of what they do and deliver

top end strategic and creative insights to clients

are those who have a future. They develop the

sort of thinking and work that we recognise as

possessing that unmistakeable stroke of genius.

We know it sets that agency apart from the

competition and we know that it will deliver in

terms of commercial effectiveness for the

client. Let’s not forget that in a landscape

where consumers are bombarded by a

staggering number of commercial messages, if

an advertiser can entertain, be relevant,

interesting or useful, there is still a huge

potential to change and influence behaviour.

With technology effecting change at breakneck

speed, we are living in hugely exciting times and

harnessed correctly, these advances mean that

there are more ways than ever to “create

creative value.”

Tony Walford Green Square

The FinalistsJamie Oliver's Recipes Zolmo • Million Pound Drop Play-along game

Endemol/Monterosa • Relentless Zone • ASOS Marketplace Profero

Lloyds TSB Me Saint@RKCR/Y&R • Red Bull Kart Fighter Kempt

Sponsored by

The FinalistsDoritos Late Night AMV BBDO Highly Commended

Lloyds TSB Me Saint@RKCR/Y&R

M&S Christmas Profero

No Extra Charge MEC

Red Bull Kart Fighter Kempt

The Desperados Experience MediaMonks

Advertising

The WinnerThe Desperados Experience MediaMonks

www.youtube.com/user/desperados

A YouTube takeover is still a brilliant way to engage with your target

audience, and - in the case of The Desperados Experience - can be

hugely effective. The Desperados Experience isn’t just a YouTube

takeover, though; it’s an interactive YouTube takeover, which also

manages to seamlessly integrate Facebook. Boom!

Entering a party in full swing, MediaMonks puts the user in a first-

person scenario, inviting them to progress to the next stage of the

party by interacting with the volume slider, video scrubber and

expand button. Facebook Connect is employed to introduce pictures of

friends to the video as it plays out, with a quirky ‘reveal’ that has

helped this campaign surpass 2.4 million views to date.

InnovationPremiumAward

Engaging the growing number of multi-screen consumers isn’t easy.

These suckers don’t just watch TV, they want to do other sh*t at the

same time!

However, in the Star Player app, AKQA enabled Heineken to marry its

sponsorship of UEFA Champions League football with a real-time app,

which users can play via iPhone

or Facebook as they enjoy live

games.

Star Player creates a social TV

game experience, inviting

users to anticipate the

outcome of events in a live

football match in real time.

With points being awarded

if you guess correctly, it’s a

great way to compete

against friends. Star Player

has been a huge success,

and has now spanned two

seasons of Champions

League football.

www.itunes.apple.com/app/heineken-star-player

Heineken Star Player AKQA

The FinalistsHeineken Star Player AKQA

Nike Grid AKQA, W+K, Mindshare

Wrigley’s 5 Nightjar AMV BBDO

MINI World Record Attempt Profero

adiVERSE Start JudgeGill

Sponsored by

Sponsored by

The FinalistsClub Of The Waves RoomFive

Glyndebourne Made Media Ltd

Ivy4Evr Blast Theory

Your Paintings BBC Multiplatform Productions

Arts & Culture

The WinnerYour Paintings BBC Multiplatform Productions

www.bbc.co.uk/arts/yourpaintings

The FinalistsBeing Henry The Brooklyn Brothers and Less Rain

Europcar freeDeliver 'My extra hour’ Fortune Cookie /

Ogilvy & Mather


Skoda Puzzle Fallon / Matt Groves

Automotive

The WinnerMINI World Record Attempt Profero

www.vimeo.com/17655802

One of the grandest projects amongst this year’s finalists, Your

Paintings is a BBC website that aims to showcase the UK’s national

collection of oil paintings, the stories behind them, and also display

where you can see them in the flesh.

In partnership with the Public Catalogue Foundation, Your Paintings

was launched as part of the BBC's ‘Art Revealed’ season. And with

around 200,000 paintings to archive, the tally currently stands at

77,000, with the project expected to reach completion by 2012.

The site includes celebrity video tours, offers you the chance to search

by location, and - thanks to a tagging project, implemented with the

help of the general public - there’s also an extensive keyword search.

With the launch of the Countryman - a new, larger MINI model -

Profero was tasked with retaining the ‘essence of MINI’, whilst

promoting the fact that this was the biggest model to date. Profero

chose to put ‘How many people can you fit in a MINI?’ at the heart of

its campaign, and the MINI World Record Attempt was born.

In shopping centres and train terminals in eight major cities across

the UK, life-size fibreglass replicas of the new Countryman were

installed. Profero then invited people to create video footage of

themselves in onsite capture booths, which was then displayed on the

windows of the cars (giving the impression people were rammed

inside them!). Footage could also be shared via Facebook and Twitter,

and by the end of the campaign 10,450 people had fit in the

Countryman - that must be a record!

Sponsored bySponsored by

The FinalistsCan You Draw The Internet? Saint@RKCR/Y&R

Haystack Online Solid State Group / Huddle Creative

and JM Dentand

The Longest Cracker Wunderman London

VeCapture & VeContact Online Abandonment &

Remarketing Software Ve Interactive Ltd

Business to business

The WinnerHaystack Online

Solid State Group / Huddle Creative and JM Dentand

www.haystackonline.com

The FinalistsAction on Hearing Loss Redweb

MacMillan Infi-knit LBi

MyFarm Public Zone

Nuffield Trust website redevelopment Torchbox

Charity & Not for Profit

The WinnerMyFarm Public Zone

www.my-farm.org.uk

Haystack Online was launched as a destination site for marketers looking

for the right agency, and for agencies that want to extend their reach

beyond Google and static listings sites.

Once agencies sign up to Haystack Online they can add campaigns via a

custom-built CMS tool from Solid State Group. Agencies can choose from a

selection of custom-built templates that offer flexibility, but also retain a

consistent aesthetic across the site. Visitors can then search by campaign,

agency, and can also search agencies via size, experience, and speciality.

The front page pushes a number of ‘hero' campaigns - mixed in with

news - and changes on each refresh, selecting work from the Haystack

Online database. Particular effort was taken to ensure the site works well

across numerous platforms.

Described by the National Trust as an ‘online experiment in farming

and food production’, MyFarm is an innovative, web-based project

that - for £30 - gives virtual ‘farmers’ the opportunity to become

directly involved in the real-world operation of a working farm (but

without the sticky bits).

The National Trust farm is on the Wimpole Estate, near Royston in

Cambridgeshire, and ‘farmers’ get a say in how crops are managed,

the breeds of animal kept on the farm, and the investment in new

facilities and machinery. All subscription money goes back into the

running of the site, and ‘farmers’ get access to discussion and voting

around major decisions, can view webcams of the farm’s day-to-day

running, and can also visit the estate to see how their decisions are

affecting the farm.

Sponsored bySponsored by

The FinalistsASOS Marketplace Profero

Closet Swap Inensu

Lucozade's new digital world SapientNitro

Make The Tea Outside Line

NIKE Football 'The Chance' AKQA

Community

The WinnerASOS Marketplace Profero

www.marketplace.asos.com

The FinalistsDoritos Late Night AMV BBDO



Wrigley’s 5 Nightjar AMV BBDO

Consumer Goods & Services

The WinnerWrigley’s 5 Nightjar AMV BBDO

www. itunes.apple.com/gb/app/the-nightjar

Aimed at fashion literate 16-34 year olds, the ASOS site currently

attracts over 13 million unique visitors a month and - as of March 2011 -

had 3.0 million active customers from a whopping 160 countries.

That’s a passion for fashion!

However, despite boasting 50,000 branded product lines, and 1,500

new product lines being introduced each week, ASOS was keen to

move the site from a retail destination to a “venue”, where buyers and

sellers of fashion could come together to trade. Working with ASOS,

Profero developed the ASOS Marketplace, a ‘global fashion democracy’,

where sellers could expose their product lines via the ASOS platform,

and ASOS could extend its line further, whilst exposing new talent.

Thousands of new sellers are now taking advantage of this new and

exciting marketplace.

It’s not often that you come across a game that stops you in your tracks, but

that’s exactly what AMV BBDO managed to achieve with The Nightjar, an

iPhone game for Wrigley’s new 5 gum.

Completely eschewing video, AMV BBDO employed the use of - get this - 3D

binaural sound technology in smartphones, to create an immersive

experience that played on the “Stimulate your Senses” tag line of Wrigley’s

new brand of gum.

Players are prompted to ‘see with your ears’, as you blindly navigate your

way around an abandoned spaceship; a lone guide (voice acted by Benedict

Cumberbatch) being the only thing between you and alien annihilation.

The game was the keystone in a wider multimedia campaign, which also

incorporated Twitter and the creation of five limited edition posters – aping

a traditional sci-fi movie release.

PluckSponsored by

The FinalistsEON Energy Fit LBi

High Tea Preloaded & Wellcome Collection

The End Preloaded & Channel 4 Education Highly

Commended

Educational,Outreach &Training

The WinnerE.ON Energy Fit LBi

www.eonenergy.com/At-Home/Products/EnergyFit

The FinalistsCrisis Christmas E-card Knifedge

Kern Valentine's Day Wunderman

Well Red 'Virgin Atlantic Global Newsletter' gyro

Email

The WinnerWell Red - Virgin Atlantic Global Newsletter gyro

www.virgin-atlantic.com

Given the current state of energy provision in the UK, saving power

and money is a pertinent issue for many families. With this in mind,

Energy Fit from E.ON is an online campaign that enables users to

expose power usage, and outline where energy can be saved. Users

take a survey, fill in details about their home and circumstances, and

get to view results via a bespoke dashboard that presents a personal

EFI (Energy Fit Indicator).

The survey has enabled E.ON to build up a huge repository of energy

consumption info in the UK, and through the Energy Fit program E.ON

customers have already saved enough energy to power over 7,000 3-

bed homes for a year.

Delivered monthly to Virgin Atlantic’s Flying Club members in UK, US,

and EU markets - and quarterly to members elsewhere - the Well Red

newsletter is delivered to more than a million people worldwide.

Well Red provides Flying Club members with informative and valuable

content ranging from Virgin Atlantic news and destination features,

to exclusive Flying Club benefits and special offers.

With such a diverse membership, gyro created a series of templates

that could work across different territories. Within each of these

markets, the newsletter was also segmented into targeted audience

groups, enabling Virgin Atlantic to increase effectiveness via

personalisation. And the results were outstanding. ROI and revenue

were significantly improved, and the campaign has achieved

unparalleled engagement.

Sponsored by

The FinalistsChannel 4 Food & Baking Mad Zone


Relentless Zone Highly Commended

Sneakerpedia SapientNitro London

Engagement,Content & Blogging

The WinnerRed Bull Kart Fighter Kempt

www.redbull.co.uk

The FinalistsAVIVA You Are The Big Picture AMV BBDO

LifeCash iPad App Rancon Digital

Lloyds Internet Banking with Money Manager LBi Highly

Commended


Financial Services

The WinnerLloyds TSB Me Saint@RKCR/Y&R\

www.lloydstsbme.com

At the heart of Red Bull’s first on-pack promotion is a game that

manages to hold its own in the competitive world of the iOS App Store:

Red Bull Kart Fighter.

Codes were placed on 30 million cans and then customers were

invited to play the Red Bull Kart Fighter game (either online, or via

their iPhone) to be in with a chance of winning tickets to an exclusive

Red Bull event - with can codes also unlocking credits for in-game

upgrades.

The app quickly raced its way to the top of the app chart - spending

three weeks in the top 10 - and the campaign culminated in 15,000

people descending on Cardiff Bay to see the motorsport extravaganza

that is Red Bull Speed Jam!

Not surprisingly, the banking sector is going through an awful time in

the court of public opinion, a scenario that doesn’t look like changing

any time soon. Consequently, the UK’s banks have all undertaken

major campaigns to try and win back trust and custom - none more so

than Lloyds TSB. Using the popular Lloyds World to drive its latest

campaign, Saint@RKCR/Y&R provided people with the tools - via the

Lloyds site and Facebook page - to create their own likeness, which

they could then share, with the chance of their avatar appearing in the

next TV ad from Lloyds TSB.

In total more than 150,000 Me’s were eventually created, and - most

rewardingly - over 65,000 Likes were accrued on Facebook.

Sponsored by Sponsored by

The FinalistsDoctor Who: The Adventure Games 'Shadows of the

Vashta Nerada BBC Wales Interactive, BBC Wales Drama,

Sumo Digital, Revolution Software

Heineken Star Player AKQA Highly Commended

Million Pound Drop Play-along game Endemol/Monterosa


The End Preloaded & Channel 4 Education

Games

The WinnerThe End Preloaded

playtheend.com

The FinalistsMetropolitan Police Who Killed Deon AMV BBDO

Training and Development Agency for Schools Redweb

Visible Trade Stardotstar / The Open University

Government,Public Sector & Information

The WinnerWho Killed Deon? AMV BBDO

www.facebook.com/whokilleddeon

Helping 14-19 year olds make sense of death outside of a religious

context might not sound like the easiest brief but - in the online game

The End - Preloaded has managed to do it via a heady mix of humour,

intelligence, and bags of style.

In this Flash-based game you guide your character - which can be

customised in appearance - through a series of challenges. Find ‘death

objects’, answer questions about your beliefs, and help distinguish

where you sit on subjects such as death and science (from Aristotle to

Kant).

Part of Channel 4 Education’s remit to help young people develop life

skills, The End manages to tackle weighty subjects in an irreverent, and

always entertaining manner.

Targeted at youths on the periphery of crime, Who Killed Deon? is

designed to publicise a complicated, but increasingly used law known

as Joint Enterprise.

Joint Enterprise enables those involved on the edge of a criminal act

to be jointly prosecuted, and AMV BBDO chose Facebook as the perfect

platform to remind people that crime is BAD. Working with the

Metropolitan Police, AMV BBDO created a fictitious whodunnit. Via

the Facebook page you can watch a series of videos, with each one

focussing on the murder of Deon from the perspective of a different

protagonist. There are six suspects - all involved in the murder in some

way - and through their stories you discover that presence, knowledge,

and direct action can all have very serious ramifications. The

campaign achieved more than 40,000 likes on Facebook.


The FinalistsHealthy Mouth Challenge VML London

Nuffield Trust website redevelopment Torchbox

tworkout gyro

Health & Healthcare

The WinnerNuffield Trust website redevelopment Torchbox

www.nuffieldtrust.org.uk

The FinalistsMINI World Record Attempt Profero

Philips Wake up the Town OneVoice

Road Trip Indicia

Skoda Puzzle Fallon / Matt Groves Highly Commended

Integrated Campaign



In 2010 Nuffield Trust - the independent healthcare think tank -

approached Torchbox to redevelop its website, and provide a platform

for UK-based and international health specialists to debate and

promote ideas.

Built on the open source Drupal CMS, the new site manages to

present a wealth of healthcare information to visitors of the Nuffield

Trust website, whilst also bringing some ‘bling’ to proceedings in the

shape of interactive charts, maps, slideshows and video presentations.

Torchbox has done a brilliant job of presenting serious, health-related

information in an accessible and engaging way, making it easier than

ever for people to access and contribute to this growing community of

healthcare professionals.

With the launch of the Countryman - a new, larger MINI model -













Sponsored by

The FinalistsBritish Airways In Flight Entertainment System Reactive

ebookers Explorer iPad application Fortune Cookie

Optathlon Matmi & Barrie D'Rozario Murphy

Road Trip Indicia Highly Commended

Leisure & Travel

The Winnerebookers Explorer iPad app Fortune Cookie

www.itunes.apple.com/gb/app/ebookers-explorer

The FinalistsCBBC Interactive CBBC

EA Crysis 2 Collective


Sky News for iPad Sky Creative Highly Commended

Media &Entertainment

The WinnerMillion Pound Drop play-along game

Endemol / Monterosa

www.themillionpounddrop.comThe ebookers Explorer app is the first social media travel guide on the

iPad, and it brings together a wealth of information from around the

web.

Simply enter a city into the search field, and the ebookers Explorer

app will then search Flickr, YouTube, Twitter and Google, to bring you

the latest info in a unique and personalised travel magazine (whilst

also presenting the latest hotel offers from ebookers). If you wish to

share or save any content whilst browsing the magazine, there’s even

the option to push that content to Twitter, Facebook or share it via an

email account.

The ebookers Explorer app boasts a four out of five star rating in the

App Store, and takes pride of place in the App Store’s top five travel

apps around the world.

Simply put, the Million Pound Drop game is a masterclass in audience

engagement and the convergence of a TV and online campaign.

During each episode of the Million Pound Drop, visitors to the official site

and Facebook page were invited to play along, and answer the same

questions as show contestants (with the ability to connect to Facebook, to

battle against friends). But the game didn’t simply sit alongside the TV

show, it actually fed back into the broadcast, providing the production

team with demographic information on how the nation was answering

each question. Information that added to the show’s entertainment.

With hundreds of thousands of people playing along live, and more than

230,000 Facebook likes, this campaign was a triumph for Channel 4.


The FinalistsGlastonbury 2011 Future Platforms


Jamie Oliver's Recipes Zolmo

Malcolm Tucker: The Missing Phone Agant Ltd.

Sky News for iPad Sky Creative

Wrigleys 5 Night Jar AMV BBDO Highly Commended

Mobile

The WinnerHeineken Star Player AKQA


The FinalistsLucozade's new digital world SapientNitro


Red Bull Kart Fighter Kempt Highly Commended

MultiPlatform

The WinnerMillion Pound Drop play-along game

Endemol / Monterosa

www.themillionpounddrop.comEngaging the growing number of multi-screen consumers isn’t easy.


same time!



which users can play via iPhone or Facebook as they enjoy live games.

Star Player creates a social TV game experience, inviting users to

anticipate the outcome of events in a live football match in real time.

With points being awarded if you guess correctly, it’s a great way to

compete against friends. Star Player has been a huge success, and has

now spanned two seasons of Champions League football.

Simply put, the Million Pound Drop game is a masterclass in audience

engagement and the convergence of a TV and online campaign.

During each episode of the Million Pound Drop, visitors to the official site

and Facebook page were invited to play along, and answer the same

questions as show contestants (with the ability to connect to Facebook, to

battle against friends). But the game didn’t simply sit alongside the TV

show, it actually fed back into the broadcast, providing the production

team with demographic information on how the nation was answering

each question. Information that added to the show’s entertainment.

With hundreds of thousands of people playing along live, and more than

230,000 Facebook likes, this campaign was a triumph for Channel 4.


The FinalistsAT&T Mountain Men Streaming Tank


The Unilever Series: Ai Weiwei Sunflower Seeds

One-to-One with the Artist Cogapp

Outdoor



The FinalistsadiVERSE Start JudgeGill

ASOS Marketplace Profero Highly Commended

McDonald's Triple Play Monopoly The Marketing Store

New Look - Multichannel E-commerce New Look

VeCapture & VeContact Online Abandonment &

Remarketing Software Ve Interactive Ltd

Retail

The WinnerVeCapture & VeContact Online Abandonment

and Remarketing Software Ve Interactive Ltd

www.veinteractive.comWith the launch of the Countryman - a new, larger MINI model -













Shopping cart abandonment is one of the biggest issues affecting

ecommerce providers around the world but now, thanks to VeCapture

and VeContact, there’s a way for merchants to recover and convert

abandoned transactions.

According to Forrester Research 88% of online transactions are

abandoned, but with VeCapture (a data capture tool) and VeContact (a

mailing package), merchants are able to track, contact, and convert

shoppers who ditched their baskets. Some simple JavaScript does all the

tracking, and - following the identification of a lost shopper - a branded

email is sent out, which results in a 68% better chance of conversion.

VeCapture is easy for merchants to implement on their sites, and Ve

Interactive’s clients are enjoying conversions as high as 80%.

Sponsored by

The FinalistsCan You Draw The Internet? Saint@RKCR/Y&R

Creative Relocation Matt Stafford

Twitter Knitter Saint@RKCR/Y&R Highly Commended

Self Promotion

The WinnerCreative Relocation Matt Stafford

www.hirsutegentleman.com

The FinalistsA Love Story In Milk Stephen Follows & Danann Breathnach

ebookers Explorer iPad application Fortune Cookie




Smirnoff Nightlife Exchange Project Battle for Miami

Agency Republic

Social Media,Viral & PR

The WinnerHeineken Star Player AKQA


Matt Stafford was in a tricky situation. Already employed at an agency,

he was getting itchy feet, and wanted to create a web-based campaign

that would showcase his talent to creative directors from leading

agencies, hopefully leading to him getting hired. But how to do it

without getting fired from his current job?

Matt created an alter ego, ‘Miguel Jackson’, who - via The Creative

Relocation Program - contacted creative directors via anonymous video

messages, where he gave them one chance to contact him via Skype

(Matt would remain disguised behind a balaclava until he received a job

offer). Seven out of nine creative directors responded, one of whom

hired him on the spot whilst he was still wearing his balaclava. That’s

how you get yourself noticed!

Engaging the growing number of multi-screen consumers isn’t easy.


same time!



which users can play via iPhone or Facebook as they enjoy live games.

Star Player creates a social TV game experience, inviting users to

anticipate the outcome of events in a live football match in real time.

With points being awarded if you guess correctly, it’s a great way to

compete against friends. Star Player has been a huge success, and has

now spanned two seasons of Champions League football.

Managing creative business online

Sponsored by

The FinalistsDSLTAG matei curtasu/annamaria zollet/miami ad school

Haunted London Locathink

Octopult Daniel Fountain and Chris Carter

Ridden.it Glynn Phillips

Student

The WinnerDSLTAG Matei Curtasu/Annamaria Zollet/

Miami Ad School Europe

vwww.vimeo.com/23384195

The Finalists7 Second Movies Wunderman and Neon

F-Secure 1000heads Highly Commended

Philips Parallel Lines OneVoice

Vodafone: Evolution on Mobile TBG Digital

Telecoms & Technology

The WinnerVodafone - Evolution on Mobile TBG Digital

www.youtube.com/watch?v=883UlMNOuX4

Students Matei Curtasu and Annamaria Zollet envisaged a new way for

music fans to share their tastes with the world. The concept: DSLTAG, a

Diesel/Grooveshark collaboration, which makes music playlists wearable

and shareable.

Sign into the DSLTAG site, create your playlist, choose your shirt style and

colour, and then design a unique QR code that contains your playlist, and

appears on the front of your shirt. Anyone spotting a DSLTAG shirt can

then point a camera-enabled smartphone at it, and see the playlist

presented via augmented reality (which can then be played and ranked).

Judges were impressed with the scope of this prospective campaign, and

the integration of emerging techniques such as printing on demand,

augmented reality and QR codes.

To promote the launch of the new Vodafone YouTube channel, the

world’s largest mobile telecoms company approached TBG to help kick

off the channel in style.

TBG chose 3D projection mapping, a technique often used to gain

attention, but approached it with a new, lo-fi spin: The Evolution on

Mobile would be the smallest ever 3D projection mapping project.

Projecting onto various handsets - from the most rudimentary ‘bricks’,

to modern smartphones - the video charted the development of mobile

tech through the last three decades.

The video has had more than 700k views, topped the YouTube

technology chart, and was trending on Twitter for three days.

Traditional media also featured the campaign, with stories in Time

magazine, The Guardian, and many more on and offline publications.

Sponsored by

The FinalistsA Christmas Tweet Studio Output

Heineken 'Music matcher' TBG Digital

McDonald's Triple Play Monopoly The Marketing Store

The Sexperience 1000 Mint Digital

Use of Data, Mashups &Data-Visualisation

The WinnerThe Sexperience 1000 Mint Digital

www.sexperienceuk.channel4.com

How do you best present a survey of the nation’s sexual statistics and

preferences? Why, with an interactive infographic, of course!

The Sexperience 1000 campaign used data from 1000 individuals that

took part in the ‘Great British Sex Survey’, which was conducted by Ipsos

MORI for Channel 4 in 2011.

Mint Digital took the information from the survey, and split it into a

series of top-level categories, focussing on areas such as sexual

preference and background. Each respondent is represented by an icon,

which you can also hover over to find out more info (you can even

follow them through the survey). A set of filters also provides the

opportunity to view results by age, location, and even which

supermarket people shop at! Addictive stuff.

NOVEMBER

SAVE THEDATE!Get ready for the 28th annualBIMA AwardsThursday 22 November 2012

Call for entries open 2 May 2012

Apply for a place on the judging panelby emailing [email protected]

For sponsorship opportunities [email protected]

bima awards 2011 - book of the night

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