Publicis Seattle Wins 2013 Silver Effie for Ball Park

SEATTLE, WA. (May 22, 2013) – Publicis Seattle received a Silver Effie in the Packaged Foods category for reinventing an iconic brand, Ball Park at the 45th annual Effie Awards. The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand’s success.

Aiming to revive an iconic yet stagnant brand, Ball Park boldly went from selling hot dogs to families to selling guy food for guy time. Walking shoulder-to-shoulder with the shopper, aka guy’s gal, the campaign dramatized the head scratching, yet somehow endearing, things men do during guy time. And rather than trying to understand them, just feed them the bold, juicy delicious food they love and be on your way. The campaign ignited chatter and engagement on social media, drove PR, successfully launched new products, helped reclaim the #1 hot dog brand position and propelled sales above all competitors to win the grilling season triple crown: Memorial Day, 4th of July & Labor Day weekend.

Effie Worldwide stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness.  The Effie network works with some of the top research and media organizations worldwide to bring its audience relevant and first-class insights into effective marketing strategy. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, the Euro Effie, the Middle East / North Africa Effie and more than 40 national Effie programs.

Follow @EffieAwards on Twitter for updates on Effie information, programs and news.

Credits:
Publicis Seattle – Lead Agency
Bob Moore, Chief Creative Officer
Steve Williams, Creative Director
Chris Pollock, Creative Director
Jason Sullivan, SVP, Group Director
Nick Schuitemaker, Account Director
Johnny Wardell, Account Executive
Mark Sweeney, Creative D
Starcom MediaVest Group – Lead Agency

About Publicis Seattle
Publicis Seattle is an integrated marketing communications agency. The agency is part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide and the largest global agency network within holding company, Publicis Groupe. The mission of Publicis Worldwide is “To Lead the Change” to help our clients leap ahead. Publicis Seattle clients include: T-Mobile, Eddie Bauer, Karcher, Les Schwab and Seabourn.

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Publicis Kaplan Thaler’s Courage Encouraged Campaign for Scope Shortlisted in Facebook Studio Awards

NEW YORK CITY, NY. (April 30, 2013) – Publicis Kaplan Thaler received a nomination for Facebook’s prestigious Studio Awards for creating the Scope’s Courage Encouraged campaign. The Facebook Studio Awards celebrate the agencies and brands that are helping people and businesses connect. With the following criteria as guidelines, jury members present the awards to all entries they deem outstanding examples of marketing with Facebook:

• Is the work social?
• Does the work seize the creative opportunity of Facebook?
• Does it scale?
• Did the work drive business results?

The Scope Courage Encouraged campaign can give a resounding, and minty, “yes!” to all of the above. Publicis Kaplan Thaler set out to infuse energy into a mouthwash brand that dwells in a category plagued by bad breath clichés and the word gingivitis. To do this, PKT set out to change the consumer conversation from proper hygiene to what they really use mouthwash for — social courage and confidence. The idea was simple: Give people the confidence to break the ice with Scope.

What followed was a social media campaign that encouraged people to break down the walls of cyberspace and start making connections with people face to face. First, Scope’s entire social identity was changed to fit the new Courage Encouraged theme. Daily posts on Facebook and Twitter featuring bottles of Scope and encouraging lines like “Chances are free. Take one.” exploded in popularity. Publicis Kaplan Thaler took this one step further and held an event at Voodoo Music Festival where 150,000 concert goers were encouraged to strip, swap clothes and even kiss complete strangers. Last, but not least, comedian Dave Adhoot was enlisted to approach total strangers in front of hidden cameras, after a swig of Scope of course, and ask them to be his friend on Facebook. The results were hysterical and the videos spread all over social space.

Results from Courage Encouraged were staggering. In just a few months Scope’s Facebook page added almost 450,000 new fans, engagement grew 740% at its peak and some posts garnered over 20,000 likes. These high levels of customer interaction steamrolled any competition from other mouthwashes, and even beat out many global soft drink and beer brands. Scope mouthwash was officially relevant, and people couldn’t stop talking about it. The success of Courage Encouraged is undeniable and is a shining validation for social media as a medium for building brand equity in the digital age.

To see Scope’s Courage Encouraged entry, please go here.

Credits:
Publicis Kaplan Thaler
Chief Creative Officer: Rob Feakins
Executive Creative Director: David Corr
Creative Director: Carlos Figueiredo
Copywriter: Danny McHatton
Art Director: Anthony Dipaula
Art Director: Einav Jacubovich
Copywriter: Todd Perelmuter
Strategy Director: Mark Hider
Strategist: Kathleen Hartnett
Director of Strategic Planning: Katherine Lumb
Analyst Lead: Anna Kuhn
Director of Digital Production: Mikey Centrella
Integrated Production Director: Chris Berger
Global Account Director: Angela Pasqualucci
Management Supervisor: Kate Stirrat
Account Supervisor: Shelby Donovan

About Publicis Kaplan Thaler
Publicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core. With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others. To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit pkt.com.

About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit P&G for the latest news and in-depth information about P&G and its brands.

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