Starcom Mediavest won Bronze, Best Engagement Strategy for United Home Products’ ‘First Step to Livelihood’ at the Festival of Media Global Awards in the Rome Cavalieri Hotel.
The campaign was one of 9 campaigns across 7 different countries that won prizes for Starcom MediaVest Group, making it Agency Network of the Year.
Through ‘First Step to Livelihood’, Starcom engaged meaningfully with low income moms by providing them with a livelihood skills to increase their purchasing power, instead of pushing UHP as a low-priced “branded” alternative to generics and herbals.
At the Festival of Media Asia Pacific Awards in March, the campaign was Highly Commended for Best Engagement Strategy, and shortlisted for Best Communications Strategy and the Utility/Public Service Award.
For the first time ever, this year’s Festival of Media Global Awards introduced tiered judging of Gold, Silver, and Bronze awards to honour even more entries than ever before. The shortlisted entries were highly contested, with the judges going through several rounds of voting for many of the categories before deciding on winners.
This year’s winners come from 19 different countries around the world, including Taiwan (winning Bronze in Best Event/Experiential Campaign for Red Bull’s ‘Soapbox Race’); the Philippines (Bronze, Best Engagement Strategy for UHP’s ‘First Step to Livelihood’); Canada, (Gold, Best Event/Experiential Campaign, with Budweiser’s ‘Red Light’); and Hungary (winning Gold, Best Use of Technology, for Telekom’s ‘Sky Gallery’). Indian campaigns also came away with Golds in two categories: Best Engagement Strategy (‘Solder for Women’, Gillette India) and Best Use of Mobile (‘Mobile Entertainment Box’, Kaan Khajura Teshan).
A panel of 25 industry experts judged the 191 shortlisted entries to decide upon the winners, and the awards were announced at a gala dinner on April 8th, the final night of the Festival of Media Global 2014. This year’s jury features from some of the world’s leading brands and agencies, including Craig Hepburn of Nokia, Tom Wyse of Paddy Power, Kathleen Brookbanks of OMD, and Sylvain Chevalier of Havas Media Group. For the first time, judges were available to give tips and insight during a special ‘Meet the Judges’ session on the first day of the Festival of Media Global.
The entries are available to view on www.creamglobal.com, and during the event, delegates were able to review the shortlisted campaigns on Surface devices from Microsoft. The ceremony itself saw new additions of projection mapping technology, and Spotify also enabled winners to select their favourite track to be played when they won. This year’s Festival was held in Rome at the Rome Cavalieri Hotel, from April 6-8, 2014.
To view the full list of winners, visit the Festival of Media Global Awards website.