GOLD AWARD
Klick Health
Katalyst
Judges thought Katalyst, a hardcover physical book produced which conveys Klick Health’s approach to digital strategy in a tangible, high-impact manner, was brilliant, effective, confident and unique.
“We wanted our digital strategy offering to be a key service going forward,” an agency representative explained. “This decision was based on the company’s strategic direction as well as adamant feedback from clients. We had previously promoted a large physical book to great success, so we felt an additional book made sense.”
The book, offered free of charge to marketers at pharma and biotech companies, covers the creation, development, implementation and measurement of Klick’s digital strategy for the fictitious brand Rellyant. Readers could apply all creative and strategic information to their own brands.
The campaign ran in North America for most of 2013 and included digital and print advertising in industry publications and promotion at industry trade shows. All communication drove prospects to a custom-developed landing page to order a free copy of Katalyst.
On a $600,000 budget, the campaign returned about $20 million in new business wins (3,300% ROI). The agency reported these wins also contributed significantly to its 37% growth in 2013.
“Thought leadership at its finest and results were incredible!” exclaimed one judge.
SILVER AWARD
McCann Managed Marketsand Bob Woodruff Foundation
Helping Heroes on the Homefront: Bob Woodruff Foundation
One judge praised this effort as a “seamless incorporation of a pro bono campaign and agency promotion.” Execution entailed a video holiday card thanking service members that included segments of one of the agency’s senior art directors creating a painting honoring service members. The painting was donated to the veterans nonprofit Bob Woodruff Foundation.
THE FINALISTS
• Fingerpaint for FingerpaintSelf-Promotion
• GSW for Speak People Campaign
• Klick Health for Katalyst
• McCann Managed Markets andBob Woodruff Foundation forHelping Heroes on the Homefront:Bob Woodruff Foundation
• Vogel Farina for We’re Not AfraidTo Cross The Line
From the October 02, 2014 Issue of MM+M - Medical Marketing and Media
