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UM Win Best Innovation Campaign At 2009 Outdoor Planning Awards

Provided by UM
Universal McCann won 'Best Use of Innovation in Outdoor' for its Microsoft campaign at the 2008 Outdoor Planning Awards.

What was the Challenge / Background of the Campaign?

As you may know, Universal McCann has previously enjoyed much success at the Media Week / Clear Channel Outdoor Planning Awards. This year was no different and at this year's event Universal McCann won 'Best Use of Innovation in Outdoor' for its 'Microsoft - Free the People' campaign.

What was the Campaign Objective?

Campaign objective was to give brand attitude and ultimately build brand awareness.

What was the Solution?

Outdoor was an integral element of the campaign and the team genuinely put the consumer at the heart of the message via the largest ever use of UGC on outdoor in the UK. 18 different formats were used, in 1,000 localities with hundreds of different pieces of consumer copy. Primary credit goes to Sophia Durrani and Deborah MacKay for delivering a highly integrated overall plan, including the large scale and innovative outdoor component which won at this year's awards.

What were the Results?

Universal McCann are the most successful & most awarded agency in outdoor. This is the 3rd year in a row we have won this particular 'Innovation' award and it clearly demonstrates our ability to continually push the boundaries within the medium. Universal McCann also picked up two commendations for H&M, for Best use of Multiple Formats and also Best use of Roadside. Many thanks to Beth Handyside, and again Sophia Durrani, for their work in making outdoor such a high profile asset in H&M's continual bid to become the destination fashion brand on the High St!

What were the Key Learnings of this Campaign?

Universal McCann's sister agency, Initiative Media, also had a great night winning awards for Orange and also Tesco (including The Grand Prix!). All the Universal McCann and Initiative Media success was delivered in conjunction with IPM, so all in all a very good performance for MediaBrands!

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details18 different formats were used in 1,000 localities
16 - 24
25 - 34
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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