Maxomedia and Agentur am Flughafen celebrate success at Wina Festival
On 30.6.17, the World Independent Advertising Awards were presented in Barcelona - an award only for independent advertising agencies. Switzerland was successfully represented by Agentur am Flughafen (1x bronze) and Maxomedia (1x silver, 1x bronze).
The award offers independent advertising agencies an international platform to present their work. The award is already well known in South America. In order to better address European agencies, the trophies were also presented in Barcelona this year in addition to Santiago de Chile.
Agency at the airport: Bronze for a British driving experience
The dialog campaign "Deutsche Autos kann man auch einfach britisch anmalen" was awarded bronze in the Direct category, which the agency developed at the airport for Emil Frey St. Gallen, the largest Jaguar and Land Rover dealer in Eastern Switzerland.
"It wasn't just the creative implementation that was rewarded," says René Eugster, Creative Director and owner of the agency at the airport, "but also the strategy for finding the target group." Emil Frey St. Gallen salespeople searched large parking lots in the region for suitable cars from German manufacturers, noted down the car numbers and used "Autoindex" to find the address of the owners. The addressees were then sent a classy black box with a pot of car paint in original British Racing Green. The German brand owners were thus invited to either simply paint their German car green for a British driving experience or, even better, to drop by Emil Frey to sit in a real Brit. The response figures, test drives and sales were more than pleasing.
Maxomedia: Cross-channel campaign with soccer stars wins award
Maxomedia won silver in the Content category and Global Campaign bronze. Two further shortlist places were honored with diplomas. In all cases, "Take The Lead in 180°+180°", an online campaign featuring football stars from the English Premier League, was honored (Werbewoche.ch reported).
"The campaign impressed the jury not only with the all-round videos, which were shot from two 180° perspectives, but also with the comprehensive cross-channel setting and the performance. There were over 15 million views and several hundred thousand likes and comments by the end. This more than met our expectations," explains Simon Muster, Head of Consulting and Partner at Maxomedia. The task was to leverage Swissquote's existing sponsorship and to raise awareness and emotionally charge the online bank's brand in the target markets of Europe, Dubai, Saudi Arabia and Hong Kong.
Independent does not mean small
Even though the award is aimed exclusively at independent agencies, this does not automatically mean that only small agencies take part. In South America, you don't necessarily have to join a network once you reach a critical size. BRM Grandes Interacciones from Colombia, for example, has over 3,200 employees and is independent.
