Superhero-style partying into all hours of the night marked MediaMind’s Tenth Annual Rich Media Awards in New York City.  But the nominees and winners were from around the world.  Here are the winning campaigns:


The 2011 People’s Choice Winner

Personal PC Store – Crispin Porter & Bogusky, Microsoft Windows, Universal McCann

 


The 2011 Smartest Ad Winner – Americas

White Collar – Glow Interactive, USA Network, Ignited

 


The 2011 Smartest Ad Winner – EMEA

Specsavers 2011 – Infinite Corridor@Annex, Specsavers, MEC

 


The 2011 Smartest Ad Winner – Asia Pacific

Yellovator – Clemenger, Millipede, Yellow Pages, OMD Melbourne

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The 2011 Smartest Homepage Customization Winner

Allstate Mayhem – CBSi, Leo Burnett, Starcom

Congratulations to all the winners!

The Flip the Tortilla Interactive Game ad is among the finalists for a MediaMind Rich Media Award.  The votes are still being tallied, but there is no doubt this campaign resonated with its target audience in Spain.  Meet JAVIER DÍAZ DOMÍNGUEZ, Account Manager at Contrapunto Barcelona, who discusses the idea behind the ad.

What was the client brief for the Flip the Tortilla campaign? In June 2010, Gas Natural Fenosa launched a corporate campaign that also involved launching its new Facebook community .

Gas Natural Fenosa is a company whose objective is to use energy to make its clients’ homes the best place in the world. Because having a full home is key to having a full life. “The best place in the world: my house” aims to be a community where people can share their moments of happiness through a song, an image, a fun video or a few words; things that make us smile and brighten up our lives.

 Following the launch of the Facebook community, Gas Natural Fenosa commissioned us to substantially increase fan numbers, with four objectives: awareness, brand linking, positioning the brand in the field of happiness at home and enhancing its social-network actions.

 How was this particular rich media ad format chosen?What led us to this format was an idea: we wanted the consumer to interact, to have an active experience with the brand. We could have posted a game on Facebook, which the fans themselves would have made viral, but we set ourselves a greater challenge: allowing anyone to play wherever they were. The challenge grew as we worked on the mechanics of it. Essentially, it was made possible by the support of the media agency and the faith in the idea shown by the client. The reason for the game was incidental, as the fundamental premise was setting up a campaign on a multi-channel (banners and Facebook), simultaneous multi-player, real-time game, something which had never been done in our country.

 How did you come up with the creative idea?The way we consume advertising has changed, and consumers want advertising that excites them, that entertains them. We knew about the huge success enjoyed by on-line games, and we knew that this was closely related with the leisure activities that we undertake in our homes and the habits of Spanish Internet users. Furthermore, 68% of Spaniards use the Internet at home and spend an average of 2.5 hours on-line every day, according to the latest studies by the Spanish consumers association OCU. Analyzing consumer lifestyle habits provided us with the data we needed to come up with an idea to create a playful interaction with the brand. The basic idea was an Internet game at home. Then came the point of the game: player-chefs cooking the best Spanish omelette, and we started building the puzzle.

1. Real-time multi-player banner game: innovative and technologically new format that could get people talking.
2. Home/kitchen: 100% brand territory. Alignment with, and extension of, its “happiness” campaign, taking it a step further in terms of innovation and user experience.
3. Game created ad hoc at home, with the intention of sharing your happiness with others.
4. We generated traffic on our Facebook page, offering an enhanced experience for our users. Creation of synergies.

  (more…)

MediaMind interviewed the teams from Canon from Dentsu Singapore & Rightstuff Singapore about their fabulous Canon PIXMATown campaign, a finalist for the MediaMind Rich Media Awards in APAC.


What was the client brief for the Canon PIXMA Town campaign?

Canon PIXMA Town is to promote the culture of printing with crafts ideas and inspirations. The brief for the campaign is to bring out the fun with Canon Pixma printers which also in the end promotes the sections of the websites.

How did you come up with the creative idea for the online campaign?
The basic idea came from our Concept of ‘Printing is Fun’ with a Canon PIXMA – PIXMATown. Ideas on how each element forms to promote the “fun” part was implemented in the design, making sure that we utilize all the space and interactive elements within the specifications. An overview of PIXMATown was the Agency’s goal and how do we incorporate the same ideas of a multiple page website into a single page media space.


What feedback/results have you received?
Stats: 822,000 Imp, 9,900 Interactions, 8,600 Unique clicking users, 1.14% CTR
The Skinner drove a large volume of quality traffic to the microsite with an average time spend of 2 mins and 50% Bounce.


What made this ad different and special compared to other ads you have worked on?
Basically this banner is special because we are able to utilize a lot of space and play with the interactivity. This creative piece is fun to work on and will be greater fun to be acknowledged as one of the best.


What does it mean to be nominated for the MediaMind Rich Media Award?
I cannot think of a greater accolade for Dentsu Singapore and The Right Stuff (TRS), to be counted amongst the world’s best. It will boost the confidence of our team and inspire us to think bigger. And if we have to share this with our client and I am sure they will be thrilled. No doubt, their confidence in us will increase.

Meet Tenna Louise Fonnesbo, Lead Producer at Isobar Denmark for the Pernod-Havana Club 2011 campaign, nominated as a finalist for this year’s MediaMind Rich Media Awards.


What was the client brief for this campaign?
The client wanted to increase the knowledge of the brand Havana Club as well as emphasize that Havana Club is a real quality product compared to the competitors’ products. All this with the Cuban life style as a pivotal point as Nothing compares to Havana.

How did you come up with the creative idea for the online campaign?
We wanted to take advantage of the creative solutions offered by MSN and to drive the user into a Havana Club universe in the shape of a ”microsite” with the message that you could win a trip for two to Cuba. To keep the user in the universe, we came up with the idea to incorporate an exploring competition where the user had to interact with the product.


What was the client’s reaction to the campaign?
The client was very enthusiastic.


What feedback/results have you received?
We have in general received a lot of positive feedback. You chose us as MediaMind’s Ad of the Month back in August.


What does it mean to be nominated for the MediaMind Rich Media Award?
That all the hours we have put in the project pays of in the end.


What made this ad different and special compared to other ads you have worked on?
It was fun to work on a project with very few limitations besides time.


If you were to win the award, what would you be most proud about?
That we achieved this as a team, with the common goal to make awesome stuff. If we win the award, it will hopefully generate new tasks which will give us the opportunity to push the borders of our creativity even more.

Meet Jesse Jones, Sr. Integrated Producer Crispin Porter +Bogusky, who discusses the brilliant Personal PC ad, nominated as a finalist in the People’s Choice category of MediaMind’s Rich Media Awards.�


What was the client brief for this campaign?

How do we use today’s PCs to shock people out of their old computer complacency and increase purchase intent for Windows 7 PC?�


How did you come up with the creative idea for the online campaign?

We wanted to extend our TV campaign where we surprised people with a PC Store inside their homes. So we translated that experience online and made it interactive. We built users their very own PC Store, right inside their old computer. 

What was the client’s reaction to the campaign?

Microsoft was extremely happy with the way the PC Store campaign featured PCs in an immersive interactive experience, all in a banner. They were a great partner throughout the campaign and really encouraged us to push the work.�


What feedback/results have you received?

We’ve had outstanding results across the board. Once the banner was expanded, users spent a full minute on average interacting with the store.�


What does it mean to be nominated for the MediaMind Rich Media Award?

 In the past few years we’ve seen a lot of amazing innovation in the Rich Media space. To be nominated by leaders in our industry as one of the year’s favorites is an amazing compliment.