BIMA Awards 2011 - Book of the Night by BIMA

The official 2011 BIMA Awards book of the night www.bima.co.uk

2011 BIMA Awards Headline sponsors

Sponsored by

Metropolitan Police: Who Killed Deon? AMV BBDO www.facebook.com/whokilleddeon Targeted at youths on the periphery of crime, Who Killed Deon? is designed to publicise a complicated, but increasingly used law known as Joint Enterprise. Joint Enterprise enables those involved on the edge of a criminal act to be jointly prosecuted, and AMV BBDO chose Facebook as the perfect platform to remind people that crime is BAD. Working with the Metropolitan Police, AMV BBDO created a fictitious whodunnit. Via the Facebook page you can watch a series of videos, with each one focussing on the murder of Deon from the perspective of a different protagonist. There are six suspects - all involved in the murder in some way - and through their stories you discover that presence, knowledge, and direct action can all have very serious ramifications. The campaign achieved more than 40,000 likes on Facebook.

The Finalists Heineken Star Player AKQA • The Sexperience 1000 Mint Digital • Metropolitan Police: Who Killed Deon? AMV BBDO Million Pound Drop Play-along game Endemol/Monterosa • MINI World Record Attempt Profero

Sponsored by

Agency of the Year winner Profero

www.profero.com Having taken home awards in four of this year’s categories - ‘Community’, ‘Automotive’, ‘Outdoor & Installation’ and ‘Integrated Campaign’ - one agency stood head and shoulders above the competition, and we’re delighted to announce that the prestigious prize of Agency of the Year goes to Profero. Founded by Wayne Arnold in 1998, Profero is no stranger to success, and the BIMA Agency of the Year award marks an amazing 12 months for the team. With shortlisted campaigns for ASOS, M&S, and MINI, Profero highlighted a breadth of expertise across multiple projects. From developing a new ecommerce platform in the ASOS Marketplace, to producing the integrated marketing for the new MINI Countryman, Profero managed to combine innovative campaigns which yielded fantastic results for its clients.

The Finalists AKQA • AMV BBDO • LBi • Monterosa • Profero

Creativity Premium Award

Sponsored by

Mini World Record Attempt Profero www.vimeo.com/17655802 With the launch of the Countryman - a new, larger MINI model - Profero was tasked with retaining the ‘essence of MINI’, whilst promoting the fact that this was the biggest model to date. Profero chose to put ‘How many people can you fit in a MINI?’ at the heart of its campaign, and the MINI World Record Attempt was born. In shopping centres and train terminals in eight major cities across the UK, life-size fibreglass replicas of the new Countryman were installed. Profero then invited people to create video footage of themselves in onsite capture booths, which was then displayed on the windows of the cars (giving the impression people were rammed inside them!). Footage could also be shared via Facebook and Twitter, and by the end of the campaign 10,450 people had fit in the Countryman - that must be a record!

The Finalists Heineken Star Player AKQA • Nike Grid AKQA, W+K, Mindshare • Wrigley’s 5 Nightjar AMV BBDO MINI World Record Attempt Profero • adiVERSE Start JudgeGill

Recruitment in 2012 The market this year has evolved albeit forcibly in response to the aftermath of that financial mess no one quite understands or wants to talk about. The good news is that despite a cautious (and rightly so on past performance, year 2001 anyone?) approach to recruiting, retaining and especially resourcing of freelancers, there hasn’t been brakes on approach. The digital market has grown up in this sense.

and cause a tidal wave of exit interviews, leaving spaces that need, but can’t be filled due to the cost of recruiting...

and at times dividing people, in a way that no traditional media does. A look over the past couple of years at the work winning the gongs

The outlook has been less dramatic and bleak

shows this too.

this time around. Yes, we’ve seen a drop in budgets, and in rates for freelancers, but the demand, while slower has been steady. We’ve also seen a few heroes emerging as clients increasingly demand to see their money work harder and their media spend lowered. We’re seeing a steady increase in demand for

So while there has been a downturn overall, there’s been a change in dynamic, one that seems to have injected new life into the industry, and pushed people across the board to raise their game, which can only be a good thing.

client services, social media and search candidates. Aside from the financial pressures,

Gone are the days when agencies would at the drop of a hat (or call of a Head of Finance) can all freelancers, stacking up the pressure to deliver the work using salaried staff, who in turn get frustrated, feel overworked and undervalued,

their brand directly, but in bringing together

and the need to reach people where they are, target better and increase brand advocacy as part of a genuinely media neutral approach, clients are less wary of social media, they can see (and start to measure) it’s effect, not just on

Farooq Mohammed Digital Gurus

Sponsored by

Effectiveness Premium Award Jamie Oliver's Recipes Zolmo www.itunes.apple.com/gb/app/jamies-recipes Jamie Oliver has a number of apps gracing the iOS store, but the pièce de résistance is - without doubt Jamie Oliver's Recipes. Created in partnership with Zolmo, Jamie Oliver's Recipes is broken down into a step-by-step format, making recipes a cinch to follow. High quality photography and video are placed front and center, and it’s this bespoke content - married with a fabulous user experience - that elevates the app above its competition. Digestible chunks of content - known as ‘recipe packs’ - can be purchased via the app, with Jamie’s Taster Pack provided as a free introduction. Ingredients for your favourite recipes can be added to a shopping list, and there’s even the option to quickly reconfigure recipes for two, four, or six people. To date, the app has won numerous awards, and over 2.2 million have already downloaded Jamie Oliver’s Recipes for iPhone and iPad.

The Finalists Jamie Oliver's Recipes Zolmo • Million Pound Drop Play-along game Endemol/Monterosa • Relentless Zone • ASOS Marketplace Profero Lloyds TSB Me Saint@RKCR/Y&R • Red Bull Kart Fighter Kempt

recognised for delivering creative ideas that make a difference to their clients’ businesses. There is no “cookie cutter” approach to “creating creative value”; each agency or creative business needs to find an approach that suits its culture. But let’s not forget that outstanding creative also delivers value for the

Creating Creative Value

originating agency; when it comes to valuing a

Agencies come in all shapes and sizes. They sit in different spaces within the sector. Yet one thing unites all; creativity is central to everything they deliver and informs their DNA. Not for nothing do we use the term, “the creative industries.”

mid-caps or private equity houses all

Every agency should pursue the Holy Grail of

business for potential sale, the quality of the creative product counts for a great deal. Acquirers, whether they be the big networks, the understand its value. Creativity can come in many different guises. Traditionally we think of it in the terms of those legendary stand-out TV ads or memorable and well publicised digital campaigns, but

standout creativity. It is what makes the

increasingly agencies can take a creative

difference between good and great. It’s what

approach to developing their own IP, whether it

clients continue to buy and this is unlikely to

be dashboards, software or NPD suites and other

change. Awards such as the BIMAs are

tactics that can prove commercial value to

testament to the desire agencies have to be

clients and thus bring them closer.

Ultimately it boils down to some very simple principles. Agencies which put “creating creative value” at the heart of what they do and deliver top end strategic and creative insights to clients are those who have a future. They develop the sort of thinking and work that we recognise as possessing that unmistakeable stroke of genius. We know it sets that agency apart from the competition and we know that it will deliver in terms of commercial effectiveness for the client. Let’s not forget that in a landscape where consumers are bombarded by a staggering number of commercial messages, if an advertiser can entertain, be relevant, interesting or useful, there is still a huge potential to change and influence behaviour. With technology effecting change at breakneck speed, we are living in hugely exciting times and harnessed correctly, these advances mean that there are more ways than ever to “create creative value.”

Tony Walford Green Square

Innovation Premium Award Sponsored by

Sponsored by

Advertising

The Finalists Doritos Late Night AMV BBDO Highly Commended Lloyds TSB Me Saint@RKCR/Y&R M&S Christmas Profero No Extra Charge MEC Red Bull Kart Fighter Kempt

Heineken Star Player AKQA

The Desperados Experience MediaMonks

www.itunes.apple.com/app/ heineken-star-player Engaging the growing number of multi-screen consumers isn’t easy. These suckers don’t just watch TV, they want to do other sh*t at the same time! However, in the Star Player app, AKQA enabled Heineken to marry its sponsorship of UEFA Champions League football with a real-time app, which users can play via iPhone or Facebook as they enjoy live games. Star Player creates a social TV game experience, inviting users to anticipate the outcome of events in a live football match in real time. With points being awarded if you guess correctly, it’s a great way to compete against friends. Star Player has been a huge success, and has now spanned two seasons of Champions League football.

The Finalists Heineken Star Player AKQA Nike Grid AKQA, W+K, Mindshare Wrigley’s 5 Nightjar AMV BBDO MINI World Record Attempt Profero adiVERSE Start JudgeGill

The Winner The Desperados Experience MediaMonks www.youtube.com/user/desperados A YouTube takeover is still a brilliant way to engage with your target audience, and - in the case of The Desperados Experience - can be hugely effective. The Desperados Experience isn’t just a YouTube takeover, though; it’s an interactive YouTube takeover, which also manages to seamlessly integrate Facebook. Boom! Entering a party in full swing, MediaMonks puts the user in a firstperson scenario, inviting them to progress to the next stage of the party by interacting with the volume slider, video scrubber and expand button. Facebook Connect is employed to introduce pictures of friends to the video as it plays out, with a quirky ‘reveal’ that has helped this campaign surpass 2.4 million views to date.

Sponsored by

Arts & Culture

Automotive

The Finalists

Club Of The Waves RoomFive Glyndebourne Made Media Ltd Ivy4Evr Blast Theory Your Paintings BBC Multiplatform Productions

Being Henry The Brooklyn Brothers and Less Rain Europcar freeDeliver 'My extra hour’ Fortune Cookie / Ogilvy & Mather MINI World Record Attempt Profero Skoda Puzzle Fallon / Matt Groves

The Winner

Your Paintings BBC Multiplatform Productions

MINI World Record Attempt Profero

www.bbc.co.uk/arts/yourpaintings

www.vimeo.com/17655802

One of the grandest projects amongst this year’s finalists, Your Paintings is a BBC website that aims to showcase the UK’s national collection of oil paintings, the stories behind them, and also display where you can see them in the flesh. In partnership with the Public Catalogue Foundation, Your Paintings was launched as part of the BBC's ‘Art Revealed’ season. And with around 200,000 paintings to archive, the tally currently stands at 77,000, with the project expected to reach completion by 2012. The site includes celebrity video tours, offers you the chance to search by location, and - thanks to a tagging project, implemented with the help of the general public - there’s also an extensive keyword search.

With the launch of the Countryman - a new, larger MINI model Profero was tasked with retaining the ‘essence of MINI’, whilst promoting the fact that this was the biggest model to date. Profero chose to put ‘How many people can you fit in a MINI?’ at the heart of its campaign, and the MINI World Record Attempt was born. In shopping centres and train terminals in eight major cities across the UK, life-size fibreglass replicas of the new Countryman were installed. Profero then invited people to create video footage of themselves in onsite capture booths, which was then displayed on the windows of the cars (giving the impression people were rammed inside them!). Footage could also be shared via Facebook and Twitter, and by the end of the campaign 10,450 people had fit in the Countryman - that must be a record!

Sponsored by

Business to business

Charity & Not for Profit

The Finalists

Can You Draw The Internet? Saint@RKCR/Y&R Haystack Online Solid State Group / Huddle Creative and JM Dentand The Longest Cracker Wunderman London VeCapture & VeContact Online Abandonment & Remarketing Software Ve Interactive Ltd

Action on Hearing Loss Redweb MacMillan Infi-knit LBi MyFarm Public Zone Nuffield Trust website redevelopment Torchbox

The Winner

Haystack Online Solid State Group / Huddle Creative and JM Dentand

MyFarm Public Zone

www.haystackonline.com Haystack Online was launched as a destination site for marketers looking for the right agency, and for agencies that want to extend their reach beyond Google and static listings sites. Once agencies sign up to Haystack Online they can add campaigns via a custom-built CMS tool from Solid State Group. Agencies can choose from a selection of custom-built templates that offer flexibility, but also retain a consistent aesthetic across the site. Visitors can then search by campaign, agency, and can also search agencies via size, experience, and speciality. The front page pushes a number of ‘hero' campaigns - mixed in with news - and changes on each refresh, selecting work from the Haystack Online database. Particular effort was taken to ensure the site works well across numerous platforms.

www.my-farm.org.uk Described by the National Trust as an ‘online experiment in farming and food production’, MyFarm is an innovative, web-based project that - for £30 - gives virtual ‘farmers’ the opportunity to become directly involved in the real-world operation of a working farm (but without the sticky bits). The National Trust farm is on the Wimpole Estate, near Royston in Cambridgeshire, and ‘farmers’ get a say in how crops are managed, the breeds of animal kept on the farm, and the investment in new facilities and machinery. All subscription money goes back into the running of the site, and ‘farmers’ get access to discussion and voting around major decisions, can view webcams of the farm’s day-to-day running, and can also visit the estate to see how their decisions are affecting the farm.

Sponsored by

Community

Pluck

Consumer Goods & Services

The Finalists

ASOS Marketplace Profero Closet Swap Inensu Lucozade's new digital world SapientNitro Make The Tea Outside Line NIKE Football 'The Chance' AKQA

Doritos Late Night AMV BBDO Lloyds TSB Me Saint@RKCR/Y&R Red Bull Kart Fighter Kempt Wrigley’s 5 Nightjar AMV BBDO

The Winner

ASOS Marketplace Profero

Wrigley’s 5 Nightjar AMV BBDO

www.marketplace.asos.com

www. itunes.apple.com/gb/app/the-nightjar

Aimed at fashion literate 16-34 year olds, the ASOS site currently attracts over 13 million unique visitors a month and - as of March 2011 had 3.0 million active customers from a whopping 160 countries. That’s a passion for fashion! However, despite boasting 50,000 branded product lines, and 1,500 new product lines being introduced each week, ASOS was keen to move the site from a retail destination to a “venue”, where buyers and sellers of fashion could come together to trade. Working with ASOS, Profero developed the ASOS Marketplace, a ‘global fashion democracy’, where sellers could expose their product lines via the ASOS platform, and ASOS could extend its line further, whilst exposing new talent. Thousands of new sellers are now taking advantage of this new and exciting marketplace.

It’s not often that you come across a game that stops you in your tracks, but that’s exactly what AMV BBDO managed to achieve with The Nightjar, an iPhone game for Wrigley’s new 5 gum. Completely eschewing video, AMV BBDO employed the use of - get this - 3D binaural sound technology in smartphones, to create an immersive experience that played on the “Stimulate your Senses” tag line of Wrigley’s new brand of gum. Players are prompted to ‘see with your ears’, as you blindly navigate your way around an abandoned spaceship; a lone guide (voice acted by Benedict Cumberbatch) being the only thing between you and alien annihilation. The game was the keystone in a wider multimedia campaign, which also incorporated Twitter and the creation of five limited edition posters – aping a traditional sci-fi movie release.

Sponsored by

Educational, Outreach & Training

The Finalists The Finalists EON Energy Fit LBi High Tea Preloaded & Wellcome Collection The End Preloaded & Channel 4 Education Highly Commended

Crisis Christmas E-card Knifedge Kern Valentine's Day Wunderman Well Red 'Virgin Atlantic Global Newsletter' gyro

The Winner

E.ON Energy Fit LBi

Well Red - Virgin Atlantic Global Newsletter gyro

www.eonenergy.com/At-Home/Products/EnergyFit

www.virgin-atlantic.com

Given the current state of energy provision in the UK, saving power and money is a pertinent issue for many families. With this in mind, Energy Fit from E.ON is an online campaign that enables users to expose power usage, and outline where energy can be saved. Users take a survey, fill in details about their home and circumstances, and get to view results via a bespoke dashboard that presents a personal EFI (Energy Fit Indicator). The survey has enabled E.ON to build up a huge repository of energy consumption info in the UK, and through the Energy Fit program E.ON customers have already saved enough energy to power over 7,000 3bed homes for a year.

Delivered monthly to Virgin Atlanticâ&#x20AC;&#x2122;s Flying Club members in UK, US, and EU markets - and quarterly to members elsewhere - the Well Red newsletter is delivered to more than a million people worldwide. Well Red provides Flying Club members with informative and valuable content ranging from Virgin Atlantic news and destination features, to exclusive Flying Club benefits and special offers. With such a diverse membership, gyro created a series of templates that could work across different territories. Within each of these markets, the newsletter was also segmented into targeted audience groups, enabling Virgin Atlantic to increase effectiveness via personalisation. And the results were outstanding. ROI and revenue were significantly improved, and the campaign has achieved unparalleled engagement.

Sponsored by

Engagement, Content & Blogging

Financial Services

The Finalists

Channel 4 Food & Baking Mad Zone Red Bull Kart Fighter Kempt Relentless Zone Highly Commended Sneakerpedia SapientNitro London

AVIVA You Are The Big Picture AMV BBDO LifeCash iPad App Rancon Digital Lloyds Internet Banking with Money Manager LBi Highly Commended Lloyds TSB Me Saint@RKCR/Y&R

The Winner

Red Bull Kart Fighter Kempt

Lloyds TSB Me Saint@RKCR/Y&R\

www.redbull.co.uk

www.lloydstsbme.com

At the heart of Red Bull’s first on-pack promotion is a game that manages to hold its own in the competitive world of the iOS App Store: Red Bull Kart Fighter. Codes were placed on 30 million cans and then customers were invited to play the Red Bull Kart Fighter game (either online, or via their iPhone) to be in with a chance of winning tickets to an exclusive Red Bull event - with can codes also unlocking credits for in-game upgrades. The app quickly raced its way to the top of the app chart - spending three weeks in the top 10 - and the campaign culminated in 15,000 people descending on Cardiff Bay to see the motorsport extravaganza that is Red Bull Speed Jam!

Not surprisingly, the banking sector is going through an awful time in the court of public opinion, a scenario that doesn’t look like changing any time soon. Consequently, the UK’s banks have all undertaken major campaigns to try and win back trust and custom - none more so than Lloyds TSB. Using the popular Lloyds World to drive its latest campaign, Saint@RKCR/Y&R provided people with the tools - via the Lloyds site and Facebook page - to create their own likeness, which they could then share, with the chance of their avatar appearing in the next TV ad from Lloyds TSB. In total more than 150,000 Me’s were eventually created, and - most rewardingly - over 65,000 Likes were accrued on Facebook.

Sponsored by

Games

The Finalists

Sponsored by

Government, Public Sector & Information

Doctor Who: The Adventure Games 'Shadows of the Vashta Nerada BBC Wales Interactive, BBC Wales Drama, Sumo Digital, Revolution Software Heineken Star Player AKQA Highly Commended Million Pound Drop Play-along game Endemol/Monterosa Nike Grid AKQA, W+K, Mindshare The End Preloaded & Channel 4 Education

The Finalists

The Winner

The End Preloaded

Who Killed Deon? AMV BBDO

playtheend.com

www.facebook.com/whokilleddeon

Helping 14-19 year olds make sense of death outside of a religious context might not sound like the easiest brief but - in the online game The End - Preloaded has managed to do it via a heady mix of humour, intelligence, and bags of style. In this Flash-based game you guide your character - which can be customised in appearance - through a series of challenges. Find ‘death objects’, answer questions about your beliefs, and help distinguish where you sit on subjects such as death and science (from Aristotle to Kant). Part of Channel 4 Education’s remit to help young people develop life skills, The End manages to tackle weighty subjects in an irreverent, and always entertaining manner.

Targeted at youths on the periphery of crime, Who Killed Deon? is designed to publicise a complicated, but increasingly used law known as Joint Enterprise. Joint Enterprise enables those involved on the edge of a criminal act to be jointly prosecuted, and AMV BBDO chose Facebook as the perfect platform to remind people that crime is BAD. Working with the Metropolitan Police, AMV BBDO created a fictitious whodunnit. Via the Facebook page you can watch a series of videos, with each one focussing on the murder of Deon from the perspective of a different protagonist. There are six suspects - all involved in the murder in some way - and through their stories you discover that presence, knowledge, and direct action can all have very serious ramifications. The campaign achieved more than 40,000 likes on Facebook.

Metropolitan Police Who Killed Deon AMV BBDO Training and Development Agency for Schools Redweb Visible Trade Stardotstar / The Open University

Sponsored by

Health & Healthcare

Integrated Campaign

The Finalists

Healthy Mouth Challenge VML London Nuffield Trust website redevelopment Torchbox tworkout gyro

MINI World Record Attempt Profero Philips Wake up the Town OneVoice Road Trip Indicia Skoda Puzzle Fallon / Matt Groves Highly Commended

The Winner

Nuffield Trust website redevelopment Torchbox

MINI World Record Attempt Profero

www.nuffieldtrust.org.uk

www.vimeo.com/17655802

In 2010 Nuffield Trust - the independent healthcare think tank approached Torchbox to redevelop its website, and provide a platform for UK-based and international health specialists to debate and promote ideas. Built on the open source Drupal CMS, the new site manages to present a wealth of healthcare information to visitors of the Nuffield Trust website, whilst also bringing some ‘bling’ to proceedings in the shape of interactive charts, maps, slideshows and video presentations. Torchbox has done a brilliant job of presenting serious, health-related information in an accessible and engaging way, making it easier than ever for people to access and contribute to this growing community of healthcare professionals.

Sponsored by

Leisure & Travel

Media & Entertainment

The Finalists

British Airways In Flight Entertainment System Reactive ebookers Explorer iPad application Fortune Cookie Optathlon Matmi & Barrie D'Rozario Murphy Road Trip Indicia Highly Commended

CBBC Interactive CBBC EA Crysis 2 Collective Million Pound Drop Play-along game Endemol/Monterosa Sky News for iPad Sky Creative Highly Commended

The Winner

ebookers Explorer iPad app Fortune Cookie

Million Pound Drop play-along game Endemol / Monterosa

www.itunes.apple.com/gb/app/ebookers-explorer The ebookers Explorer app is the first social media travel guide on the iPad, and it brings together a wealth of information from around the web. Simply enter a city into the search field, and the ebookers Explorer app will then search Flickr, YouTube, Twitter and Google, to bring you the latest info in a unique and personalised travel magazine (whilst also presenting the latest hotel offers from ebookers). If you wish to share or save any content whilst browsing the magazine, there’s even the option to push that content to Twitter, Facebook or share it via an email account. The ebookers Explorer app boasts a four out of five star rating in the App Store, and takes pride of place in the App Store’s top five travel apps around the world.

www.themillionpounddrop.com Simply put, the Million Pound Drop game is a masterclass in audience engagement and the convergence of a TV and online campaign. During each episode of the Million Pound Drop, visitors to the official site and Facebook page were invited to play along, and answer the same questions as show contestants (with the ability to connect to Facebook, to battle against friends). But the game didn’t simply sit alongside the TV show, it actually fed back into the broadcast, providing the production team with demographic information on how the nation was answering each question. Information that added to the show’s entertainment. With hundreds of thousands of people playing along live, and more than 230,000 Facebook likes, this campaign was a triumph for Channel 4.

Sponsored by

Mobile

Multi Platform

The Finalists

Glastonbury 2011 Future Platforms Heineken Star Player AKQA Jamie Oliver's Recipes Zolmo Malcolm Tucker: The Missing Phone Agant Ltd. Sky News for iPad Sky Creative Wrigleys 5 Night Jar AMV BBDO Highly Commended

Lucozade's new digital world SapientNitro Million Pound Drop Play-along game Endemol/Monterosa Red Bull Kart Fighter Kempt Highly Commended

The Winner

Heineken Star Player AKQA

Million Pound Drop play-along game Endemol / Monterosa

www.itunes.apple.com/app/heineken-star-player Engaging the growing number of multi-screen consumers isn’t easy. These suckers don’t just watch TV, they want to do other sh*t at the same time! However, in the Star Player app, AKQA enabled Heineken to marry its sponsorship of UEFA Champions League football with a real-time app, which users can play via iPhone or Facebook as they enjoy live games. Star Player creates a social TV game experience, inviting users to anticipate the outcome of events in a live football match in real time. With points being awarded if you guess correctly, it’s a great way to compete against friends. Star Player has been a huge success, and has now spanned two seasons of Champions League football.

Sponsored by

Outdoor

Retail

The Finalists

AT&T Mountain Men Streaming Tank MINI World Record Attempt Profero The Unilever Series: Ai Weiwei Sunflower Seeds One-to-One with the Artist Cogapp

adiVERSE Start JudgeGill ASOS Marketplace Profero Highly Commended McDonald's Triple Play Monopoly The Marketing Store New Look - Multichannel E-commerce New Look VeCapture & VeContact Online Abandonment & Remarketing Software Ve Interactive Ltd

The Winner

MINI World Record Attempt Profero

VeCapture & VeContact Online Abandonment and Remarketing Software Ve Interactive Ltd

www.vimeo.com/17655802 With the launch of the Countryman - a new, larger MINI model Profero was tasked with retaining the ‘essence of MINI’, whilst promoting the fact that this was the biggest model to date. Profero chose to put ‘How many people can you fit in a MINI?’ at the heart of its campaign, and the MINI World Record Attempt was born. In shopping centres and train terminals in eight major cities across the UK, life-size fibreglass replicas of the new Countryman were installed. Profero then invited people to create video footage of themselves in onsite capture booths, which was then displayed on the windows of the cars (giving the impression people were rammed inside them!). Footage could also be shared via Facebook and Twitter, and by the end of the campaign 10,450 people had fit in the Countryman - that must be a record!

www.veinteractive.com Shopping cart abandonment is one of the biggest issues affecting ecommerce providers around the world but now, thanks to VeCapture and VeContact, there’s a way for merchants to recover and convert abandoned transactions. According to Forrester Research 88% of online transactions are abandoned, but with VeCapture (a data capture tool) and VeContact (a mailing package), merchants are able to track, contact, and convert shoppers who ditched their baskets. Some simple JavaScript does all the tracking, and - following the identification of a lost shopper - a branded email is sent out, which results in a 68% better chance of conversion. VeCapture is easy for merchants to implement on their sites, and Ve Interactive’s clients are enjoying conversions as high as 80%.

Sponsored by

Self Promotion

Social Media, Viral & PR

Managing creative business online

The Finalists

Can You Draw The Internet? Saint@RKCR/Y&R Creative Relocation Matt Stafford Twitter Knitter Saint@RKCR/Y&R Highly Commended

A Love Story In Milk Stephen Follows & Danann Breathnach ebookers Explorer iPad application Fortune Cookie Heineken Star Player AKQA Nike Grid AKQA, W+K, Mindshare Red Bull Kart Fighter Kempt Smirnoff Nightlife Exchange Project Battle for Miami Agency Republic

The Winner

Creative Relocation Matt Stafford

Heineken Star Player AKQA

www.hirsutegentleman.com

www.itunes.apple.com/app/heineken-star-player

Matt Stafford was in a tricky situation. Already employed at an agency, he was getting itchy feet, and wanted to create a web-based campaign that would showcase his talent to creative directors from leading agencies, hopefully leading to him getting hired. But how to do it without getting fired from his current job? Matt created an alter ego, ‘Miguel Jackson’, who - via The Creative Relocation Program - contacted creative directors via anonymous video messages, where he gave them one chance to contact him via Skype (Matt would remain disguised behind a balaclava until he received a job offer). Seven out of nine creative directors responded, one of whom hired him on the spot whilst he was still wearing his balaclava. That’s how you get yourself noticed!

Engaging the growing number of multi-screen consumers isn’t easy. These suckers don’t just watch TV, they want to do other sh*t at the same time! However, in the Star Player app, AKQA enabled Heineken to marry its sponsorship of UEFA Champions League football with a real-time app, which users can play via iPhone or Facebook as they enjoy live games. Star Player creates a social TV game experience, inviting users to anticipate the outcome of events in a live football match in real time. With points being awarded if you guess correctly, it’s a great way to compete against friends. Star Player has been a huge success, and has now spanned two seasons of Champions League football.

Sponsored by

Student

Telecoms & Technology

The Finalists

DSLTAG matei curtasu/annamaria zollet/miami ad school Haunted London Locathink Octopult Daniel Fountain and Chris Carter Ridden.it Glynn Phillips

7 Second Movies Wunderman and Neon F-Secure 1000heads Highly Commended Philips Parallel Lines OneVoice Vodafone: Evolution on Mobile TBG Digital

The Winner

DSLTAG Matei Curtasu/Annamaria Zollet/ Miami Ad School Europe

Vodafone - Evolution on Mobile TBG Digital

vwww.vimeo.com/23384195 Students Matei Curtasu and Annamaria Zollet envisaged a new way for music fans to share their tastes with the world. The concept: DSLTAG, a Diesel/Grooveshark collaboration, which makes music playlists wearable and shareable. Sign into the DSLTAG site, create your playlist, choose your shirt style and colour, and then design a unique QR code that contains your playlist, and appears on the front of your shirt. Anyone spotting a DSLTAG shirt can then point a camera-enabled smartphone at it, and see the playlist presented via augmented reality (which can then be played and ranked). Judges were impressed with the scope of this prospective campaign, and the integration of emerging techniques such as printing on demand, augmented reality and QR codes.

www.youtube.com/watch?v=883UlMNOuX4 To promote the launch of the new Vodafone YouTube channel, the world’s largest mobile telecoms company approached TBG to help kick off the channel in style. TBG chose 3D projection mapping, a technique often used to gain attention, but approached it with a new, lo-fi spin: The Evolution on Mobile would be the smallest ever 3D projection mapping project. Projecting onto various handsets - from the most rudimentary ‘bricks’, to modern smartphones - the video charted the development of mobile tech through the last three decades. The video has had more than 700k views, topped the YouTube technology chart, and was trending on Twitter for three days. Traditional media also featured the campaign, with stories in Time magazine, The Guardian, and many more on and offline publications.

Use of Data, Mashups & Data-Visualisation

The Finalists A Christmas Tweet Studio Output Heineken 'Music matcher' TBG Digital McDonald's Triple Play Monopoly The Marketing Store The Sexperience 1000 Mint Digital

NOVEMBER

SAVE THE

DATE! Get ready for the 28th annual BIMA Awards

The Winner The Sexperience 1000 Mint Digital

Thursday 22 November 2012

www.sexperienceuk.channel4.com How do you best present a survey of the nation’s sexual statistics and preferences? Why, with an interactive infographic, of course! The Sexperience 1000 campaign used data from 1000 individuals that took part in the ‘Great British Sex Survey’, which was conducted by Ipsos MORI for Channel 4 in 2011. Mint Digital took the information from the survey, and split it into a series of top-level categories, focussing on areas such as sexual preference and background. Each respondent is represented by an icon, which you can also hover over to find out more info (you can even follow them through the survey). A set of filters also provides the opportunity to view results by age, location, and even which supermarket people shop at! Addictive stuff.

Call for entries open 2 May 2012

Apply for a place on the judging panel by emailing awards@bima.co.uk For sponsorship opportunities email awards@bima.co.uk