by Helen Dunne on 12/07/2013 10:37:42 in CorpComms Online | share me: del.icio.us | digg | reddit | Tweet
The 'Guess the cause of the fire' campaign wins the Grand Prix
The London Fire Brigade picked up the Grand Prix trophy for its Guess the cause of the fire at the 2013 CorpComms Digi Awards.
News manager Emma Cullen and assistant communications officer Ashley Fryer accepted the trophy from Darryl Sparey, new business director at sponsors Precise Media, at the Monster Digerati Party in the Museum of London.
The London Fire Brigade was recognised for its Guess the cause of the fir e Facebook campaign, which was targetted at young educated people who are responsible for one quarter of the 12,000 fires in London every year. The campaign, which shows pictures of burned out rooms and asks followers to 'guess the cause of the fire', offers fire prevention advice in a humorous way, and has been responsible for a 25 per cent reduction in fires since its launch.
The judges described the campaign, wich also won the Best Use of Social Networking category, as 'outstanding', adding: 'This was a campaign that was nicely integrated across different platforms. It had good digital and traditional coverage. It achieved high virality because of excellent and targeted content.'
BOTTLE PR and Golden Wonder Crisps also picked up two trophies, for Best Integrated Campaign and Best Evaluation of a Digital Campaign, for their Golden Wonder Bites Back campaign, which sought to position the crisps as a challenger brand and to win back support from 'lapsed lovers'. BOTTLE PR is the only agency to pick up a trophy three years' running.
Elsewhere, Debenhams picked up the Best Digital Team trophy despite only being created just over a year ago, while BT and Zeno Group won the Best Digital Campaign for their BT London 2012 Gigapixel Panorama campaign. Other winners included O2 for Gone Roamin' - a summer of O2 travel, an Instagram campaign created by Hope & Glory, which picked up the Best Use of Microblogging award; STA Travel with Blackbridge Communications, which picked up the Best Use of Digital Media in Internal Communication s for its The Loop intranet.
Helen Dunne, editor and owner of CorpComms Magazine, also presented a new trophy, The Monsterati, to Ogilvy PR. The Monsterati has been created to represent a lifetime achievement award in the industry. Going forward, the recipient will be decided by an industry poll. Ogilvy PR was selected as the recipient of the inaugural Monsterati for its outstanding work in social and digital media, and its past successes at the Digi Awards.
Dunne said: 'Once again, the judges were impressed by the qualities of the entries. But what was particularly heartening this year was the number of corporates entering for the first time. Some are still relatively early on their digital journey, but others are embracing the channels with gusto and creating exceptional initiatives and campaigns.'
The full list of Digi winners can be viewed here.
An extended version of the Book of the Night will appear in the August issue of CorpComms Magazine.
