Microsoft shortlisted for Two Festival of Media Global Awards
It is touted as the biggest celebration of creative media thinking around the world, so I’m thrilled to report that Microsoft has been shortlisted in not one, but two categories of The Festival of Media Global Awards 2014.
This year the awards – which are widely renowned as an international showcase of future trends in the advertising industry – take place in Rome at the Festival of Media event on 6th - 8th April. Microsoft has been shortlisted in both the ‘Best Entertainment Platform’ and ‘Best Contribution to Campaign by a Media Owner’ categories for our innovative, cross-platform campaigns.
Best Entertainment Platform: Anchorman 2
Paramount Pictures International partnered with Microsoft to raise awareness of the much-anticipated sequel to the 2004 comedy Anchorman: The Legend of Ron Burgundy, leveraging the connected experiences created across screens and the MSN, Xbox and Windows 8 platforms. We created a native advertising editorial experience on PC, tablet, Xbox and mobile founded on the strategy of Ron Burgundy Takes over MSN. At the heart were exclusive videos where Ron Burgundy would review the year’s big news in his unique style, with topics including Simon Cowell and the new Pope. The Ron Burgundy Royal Baby exclusive video was a real high point, delivering more than twice the average views for a branded campaign, as were the consumer initiated displays that invited people to submit filmed auditions to join Ron Burgundy’s news team and share their creations online, adding an extra layer of engagement. Pretty ‘classy San Diego’!
Best Contribution to Campaign by a Media Owner: SOS Island
In a crowded mobile market, Samsung chose to produce a daring digital reality TV show set on a deserted island to make a splash with the introduction of two new products. So we worked with them to create ‘SOS Island’ which pitted contestants against each other in gruelling survival and technology challenges. Our strategy put the audience first. Working with our local market MSN and Xbox editors we came up with compelling content propositions tailored to each market which adapted to each platform and screen. We then worked with Samsung’s media agency to ensure content relevancy, levels of brand integration, most effective market exposure and to create an original content calendar. This multi-platform, multi-market amplification allowed Samsung to not only reach their target audience on TV, but to take their online engagement to new levels such as consumer campaign interaction time on MSN equivalent to two and a half years!
Of course, these are just two of the exciting campaigns that my team and I have been working on with a huge range of brands over the last 12 months. It is fantastic to receive such recognition for our creative thinking and innovation in the digital advertising industry, and needless to say, we’re looking forward to raising a glass of Prosecco to celebrate the success with the leaders of the world’s creative community in Rome next month!
David Pugh-Jones, Global Creative Director, Microsoft Advertising