CBS Outdoor created the multimedia London Long Copy Challenge activity to position London Underground's 48-sheet ads as the top choice for reaching commuters and increase the medium's revenues.
Championing the art of long-copy writing, the campaign used digital, direct mail, a bespoke microsite, social media and PR to capture the imagination of the creative community, as well as the public.
CBS Outdoor used its own media on the Tube, summarising classic books and films in 15 words to demonstrate the inadequacies of short copy. It also worked with the Haymarket Media Group magazine 北京赛车pk10 to reach creative agencies, challenging them to devise 48-sheet artwork for their clients.
The company's marketing team developed a series of long-copy posters for clients not spending on outdoor advertising.
The campaign generated an enormous response, reigniting creativity in London Underground's 48-sheet format.
The entries were displayed at the Getty Images Gallery in London, at Oxford Circus Underground station, and in a brochure distributed with relevant Haymarket Media Group titles.
It resulted in a sizeable increase in the occupancy of 48-sheet poster sites and a huge ROI, leading one judge to say it was 'the strongest and most entertaining entry in this category'.
HIGHLY COMMENDED
iShares (Agency: M&C Saatchi)
IShares used a clever campaign to raise brand awareness and encourage professional investors to reappraise its exchange traded funds.
To reach this notoriously cynical and busy audience, iShares pinpointed their fundamental driving instinct - a desire to outperform each other - and positioned the brand as the solution to this challenge.
The integrated campaign employed a range of channels, including online, advertising, email, experiential and direct mail.
As a result, spontaneous awareness of the iShares brand rose from 56% in 2009 to 65% in 2010, while brand preference rose 3%.
The company's European assets under management grew by 18.3% in 2010, while the cost per new professional investor lead decreased by 68%.
The judges felt this was a coherent campaign with good data on sales increases.
Also shortlisted for B2B marketing: Aviva, You are the big picture; Barclaycard, SME payment acceptance programme; Fujitsu, UK & Ireland region marketing organisation