ANA/BAA Best in Class REGGIE Marketing Campaigns

REGGIE AWARDS STUDY PRESENTED BY QOINTS

Qoints, an official partner of the Brand Activation Association, have done a deep dive analysis across the 2016 REGGIE winners and will present their key findings, industry trends, and what winning work looks like. Hear from CEO of Qoints, Cory Rosenfield, as he takes you through their detailed report. 

Cory Rosenfield

CEO, Co-founder Qoints

SUPER REGGIE WINNER: VALSPAR COLOR FOR THE COLORBLIND

Paint brand Valspar believes everyone should experience color to the fullest. In order to inspire and bring color to as many people as possible, the brand focused on the nearly 300 million people in the world who saw life in a muted palette: the colorblind. Valspar’s mission was to bring color to those who couldn’t see it while reminding those who do to appreciate it. Valspar and their agency partner, FCB/RED will take you through their Gold winning partnership with EnChroma to bring its optical technology to the colorblind so that they could see color for the first time.

Tina Manikas

President FCB/RED

FROM AFTERTHOUGHT…to INSPIRATION!

Scotch® Brand Tape is one of the most trusted brands …especially during the holiday gift wrapping season. And, now more than ever, wrapping gifts shows how much you care for someone.  However, during the holiday gift shopping frenzy, Scotch® Brand tape is often an afterthought , and with the array of choices of tapes ( Magic™ Tape, Double Sided Tape, Gift Wrap Tape) , shoppers were confused on which tape to use.

In this session, you will learn how the Scotch™ brand launched into shopper marketing by understanding how to inspire their target consumer with gift wrapping inspiration pre-shop to ensure Scotch®  tape was top of mind during holiday shopping.  By providing tips and tricks on how to wrap the most challenging presents and matching the right tape with the right wrapping challenge, they brought a whole new generation of shoppers to gift wrapping success through social and digital through to retail with best ever retailer execution!

April Carlisle

SVP - Global Shopper Marketing Leo Burnett Worldwide

MAKING NATURAL FOOD COLOR MORE COLORFUL

Sensient is a leading manufacturer of sensory ingredient like colors and flavors that go into the brands and products you buy every day. Their Food Colors division is leading the way in natural color innovation and wanted to be equally innovative in their approach to generating business leads. 

The Sensient “Color Insight” B2B campaign listened to what customers were looking for and turned those learnings a groundbreaking program for the food and beverage industry. Built on the idea of providing decision makers with content regarding the possibilities of how natural food colorings can not only compare to artificial food coloring, but be a better, healthy alternative in your favorite snack. The campaign helped drive a significant business pipeline for Sensient, as well as massive increases in engagement across its social and digital platforms.

In this session you will learn how B2C insights affected our B2B program and allowed us to broaden our target to include consumer facing roles within a manufacturer in addition to the scientific community. We will discuss how this broader target influenced the campaign voice and editorial calendars.

David Rigg

Director of Global Food Marketing Sensient Colors, LLC

THE PRICELESS® TABLE

Based on the insight “When friends come together, they can move the world,” Mastercard and Stand Up To Cancer (SU2C) used the idea of friendship to mobilize consumers in the fight against cancer. What better way is there for people to celebrate friendship than sitting down together at the dinner table? Mastercard created 14 unique dining experiences to support the SU2C restaurant program and give cardholders a chance to dine-out for a Priceless Cause.

Hear from Philippe Guerra, Vice President, US Consumer Marketing, Mastercard and Nicole Witover, VP, Account Director, McCann XBC on how they brought this campaign to life.

Philippe Guerra

Vice President, US Consumer Marketing Mastercard

WESTJET CHRISTMAS MIRACLE - MINI MIRACLES

WestJet is a low cost Canadian airline that was founded in 1996 on the principal that air travel can be different and more friendly.  For over 20 years WestJet has been bringing their brand of fun, caring and friendly service to over 100 destinations.  In 2012 the airline decided to surprise guest travelling on a redeye flight with a Christmas flash mob.  The following year they launched their first ever Christmas Miracle – real time giving which quickly became the number one trending topic in the world on Twitter and was viewed by millions in every country in the world. 

In 2016 WestJet continued the tradition by launching WestJet Christmas Miracle – Mini Miracles.  This activation challenged 12,000 WestJetters to complete 12,000 acts of kindness in 24 hours from London to Hawaii and across the entire network.  With 12,000 employees, twelve street teams, eight camera crews and a 25 hour cross Canada media tour with Blue Santa WestJet set out to own both traditional and social media for the day and created a content piece to push a second media buzz a week later.  This was also a major internal initiative to help build employee engagement for a company that is in the Canadian Corporate Culture Hall of Fame but found itself with declining satisfaction scores.         

Corey Evans

Manager, Sponsorship, Community Investment & Experiential Marketing WestJet Airlines