Proximity London scooped gold in the consumer product manufacturing and distribution category for Procter & Gamble’s ‘Mission Control’.
To help busy mums under daily pressure to get things done, the agency created a Facebook app – Mission Control – that helps them tick off their to-do list online – with tips, answers and advice from the community, as well as relevant real-life rewards.
Using the social principles of gamification, stickers reward mums for tips, advice, and tasks completed, making chores fun, addictive and communal. Stickers are swapped for P&G product coupons, driving engagement and sales. In the first two weeks alone over 35,000 stickers were unlocked and swapped for over 33,000 coupons creating a huge peak in sales.
OgilvyOne London landed a silver in the same category for its Gnome Experiment campaign for Kern & Sohn. The work, which also picked up a silver at the Cannes Direct Lions in June, was designed to promote the company’s weighing scales to scientists.
The target market was sent a ‘travelling gnome’ in a flying case and urged to weigh it in different locations to prove the accuracy of Kern’s product, then post pictorial evidence online.
According to the results, after two weeks, 16,386 websites had linked to GnomeExperiment.com, pushing Kern from page 12 to page 1 on Google and giving a sales uplift of 11%.
Of the campaigns submitted for this year’s Echos, nine campaigns were honoured with gold, 23 with silver, and 42 with bronze. In addition, six campaigns, received special awards, including the Diamond Echo which was won by Colenso BBDO/Proximity ― Auckland for Mars New Zealand.
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