August 19, 2013
DETRIOT, Mich. – AUGUST 19, 2013 – Marketing communications agency Lowe Campbell Ewald announced today that it has been awarded Adweek’s Media Plan of the Year award for its work with the U.S. Navy. The agency secured the top spot for its recruitment multi-screen TV/video efforts within its campaign spending category.
The Media Plan of the Year awards recognize the best media plans and executions from across the United States over the past year. This year’s judges recognized Lowe Campbell Ewald’s efforts for integrating the U.S. Navy, now in its 14th year of partnership, into American pop culture. The agency’s submission video highlighted three ways in which they maintained the U.S. Navy’s brand relevancy, engaged with targeted millennials and exceed monthly marketing goals, all while doing so with the lowest budget amongst competitors.
The work included a partnership with Shazam, the ninth most downloaded app, to reach Super Bowl viewers as they accessed real-time game information on their mobile devices and were simultaneously presented with the latest U.S. Navy commercial and video content. The agency also developed a second screen sync app with AMC’s “The Walking Dead”, the most widely viewed and shared show on television within the client’s targeted demographic, that allowed viewers to access exclusive videos and chat with fellow fans. Alongside it were various U.S. Navy ads, customized to align with the show’s plot. The final element of Lowe Campbell Ewald’s efforts was the U. S. Navy’s integration into the video game Halo 4 using Xbox Live. Gamers were able to view videos, participate in co-branded promotions and download free U.S. Navy content.
The agency’s multi-screen efforts have been proven successful and validated by each element’s unique milestone: the partnership with Shazam received the second highest total number of app users coming from a single TV commercial campaign; the U.S. Navy was the first advertiser to run a custom video ad within “The Walking Dead” second-screen story sync; and the U.S. Navy’s integration with Halo 4 on XBOX Live allowed it to be a part of the highest selling Microsoft game of all time in the United States.
This is the first year Lowe Campbell Ewald has won the Media Plan of the Year award with the U.S. Navy. The agency previously won for its work with the U.S. Postal Service, Chevrolet and Delta Faucet Company.
About Lowe Campbell Ewald
Lowe Campbell Ewald is a full service, fully integrated advertising and marketing communications agency in the U.S. The agency provides both traditional and specialized capabilities including advertising; insights and strategic planning; integrated content strategy and development; digital; social, DM/CRM, retail and experiential marketing; and media planning and buying. As the U.S. hub for the Lowe and Partners global network, Lowe Campbell Ewald has offices in Detroit, Los Angeles and San Antonio. Clients include Alltel Wireless, Cadillac, Carrier, Chicken of the Sea, Consumers Energy, Kaiser Permanente, Olympic Paints and Stains, OnStar, USAA, the United States Navy and Western Governors University.