The agency picked up this prestigious accolade for its Wetherspoons Unlocked campaign on behalf of Bacardi Brown-Forman Brands.
This is the latest in a string of awards that the agency has won. It picked up an IPM Gold and Bronze as well as a Marketing Week Engage Award and an MAA Best Digitally Led Campaign recently. The latter three were all in recognition of Wetherspoons Unlocked.
The Wetherspoon Unlocked app targets university students, providing them with access to unique food and drink offers at Wetherspoon, via their mobile phones. By using a number of highly targeted digitally led media channels, over 1.1 million impressions were achieved during the first six weeks of the campaign with limited media spend. An email click rate exceeding 11% surpassed campaign targets and industry averages (c.3.2%).
Hugh Boyle, OgilvyAction’s global head of digital, said: “New Media Age has reported on every milestone in the history of digital for nearly two decades. It has always been something of the 'village voice' for the digital community, its content and opinion always highly respected and valued by digital creatives, techs, strategists and suits alike.
“As such, the 'New Media Age' Awards are held in similarly high regard and recognise the very best work, judged by and voted for by digital people. For OgilvyAction to win one, and particularly to win in such a tough and specialised category as mobile, is a real achievement. We should all be very proud.”
Andrew Reeves, OgilvyAction COO, adds: “We couldn’t be happier to have a further award for Wetherspoon Unlocked. It is an excellent example of a brand facilitating social interactions based on a key insight about intensive smartphone use among students. By creating something inherently useful and fun, we were able to get the brands into the hands of the students. And the level of effectiveness despite a limited media budget is one of the key strengths of the campaign.”