Best Online Campaign

Winner

Facebook

Channel 4 Humans

Summary

Channel 4 wanted to drive both ratings and reputation for Humans Series Two. Facebook’s campaign, in partnership with production company Kudos and media agency OMD UK, was original and unexpected. It involved an unconventional use of a Facebook Messenger chatbot (scripted by the producers of the show) to act as a customer service platform for the fictional company that manufactures “synths” in Humans. The compelling idea, combined with sophisticated targeting, delivered an incredible 5.3 million total interactions with the Humans bot and a 13-point lift in ad recall overall (17-point among the core 35- to 44-year-olds).

Highly Commended

iotec Global

InterContinental Hotel Group, Increasing direct bookings throught acquisition & loyalty

Summary

This campaign supported InterContinental Hotel Group’s (IHG) Channel Shift strategy. The strategy’s focus was to increase the proportion of direct bookings through their website.

iotec managed the performance focussing on customer acquisition as well as encouraging existing IHG Rewards Club members to sign up to their loyalty scheme, Accelerate. Accelerate allows loyal Rewards Club members to earn reward points faster. iotec’s performance strategy exceeded IHG’s customer acquisition CPA target by 11% and the Accelerate sign-ups CPA by 47%, but they also helped with IHG’s overarching objective by directing a significant proportion of bookers direct to their booking site.

 


 

Shortlisted

Collective UK, Honda 'Winter Sale'

Facebook, Mr Robot - Series 2 Launch

Oath, Bose in pole position on Yahoo

Judge's comments