20 OCT 2021
MediaCom was honored with five awards including Best in Show during Adweek Media Plan of the Year awards.
Uber’s ‘Move What Matters’ took home Best in Show along with three other awards. The campaign came early in the pandemic and took 48 hours to devise a strategy – discouraging nonessential rides during the pandemic in order to prioritize essential workers such as hospital workers to get to where they are needed most. Uber placed static video ads on YouTube and Twitter that read “This video isn’t moving. Neither should you.” Using first-party data to target Uber and other ride-share users the message spread throughout social media.
As part of the campaign, the second phase involved using vacant Uber cars for free transportation and meal delivery for health care workers. The campaign set up billboards hear hospitals and placed ads in politically neutral news sources.
In addition, Ally Bank’s “The First Bank to Accept Reddit Gold” received an honor in the ‘Best Use of Native Advertising'. Partnering with Reddit, Ally Bank offered digital currency in exchange for engaging with the brand’s Reddit post. “Redditors use the platform’s currency to reward content on the site they deem the most valuable. A gold award requires 500 coins, platinum is worth 1,800 coins and the highly coveted Argentium is worth 20,000 coins. Each opens up a variety of perks for the Redditor who receives it” (Adweek). Ally’s post was awarded the most gold in Reddit history in just three days with brand favorability rising.
Adweek Media Plan of the Year recognizes 24 of the most creative media plans and executions worldwide, and are chosen by a jury of industry professionals to honor campaigns spanning the globe and a wide array of industries.
These wins maintain MediaCom’s impressive performance at media awards competitions. The network was recently named Media Agency Network of the Year by Adweek, Festival of Media Global, and M&M Global.
See the full list of winners.
Uber | ‘Move What Matters’
Best in Show
Best Cause Marketing Campaign Spending $1 Million+
Best Use of Out-of-Home in Campaigns Spending $500,000+
Best Total Campaign Spending $5 Million-$10 Million
Ally Bank | ‘The First Bank to Accept Reddit Gold’
Best Use of Native Advertising