MEC was recognized with two gold and one bronze award at the 7th Annual Internationalist ‘Innovation in Media’ Awards Gala for its work with clients IKEA, Marriott and Xerox, across Multi-National and Regional categories. The awards celebrate brands and agency partners that continue to raise the bar and infuse innovation into the media landscape.
IKEA ‘Home Tour’ (GOLD)Determined to inspire confidence in the IKEA brand and motivate people suffering from ‘design paralysis,’ IKEA set out to launch a campaign driven by real life situations and rooted in experience. The result was a web series dubbed IKEA ‘Home Tour’ that follows and documents 5 IKEA employees as they travel across North America to provide consumers with real home makeovers for all kinds of living spaces. This grass roots approach aimed to build trust in IKEA by taking the employees out of the stores and bringing them into the homes of customers to offer realistic design solutions, tips, and inspiration. The campaign has resulted in media buzz including New York Times coverage, and has helped to shift brand perception and build a renewed excitement for IKEA. Check out the full series here.
Marriott Springhill Suites ‘Putting Travelers Back in the Comfort Zone’ (GOLD)Once a privilege, travel often feels more like a punishment. From air travel to hotels, the process is plagued by unpredictable delays, disappointing rooms and over-crowded terminals. Springhill Suites needed to resonate with travelers to stand out as the accommodating and stylish brand. Embarking on a first-ever experiential marketing campaign, the set out to reinvent airport travel by transforming one of the most unaccommodating travel moments – the Security Checkpoint – into a stylish and delightful experience. The ‘SpringHill Comfort Zone’ spanned the entire airport security checkpoint and included lounge furniture, stylish décor, soothing wall art, vibrant lighting and relaxing ambient music, along with digital, inflight TV and OOH airport media reminded consumers when their style and space was most accommodating life was just a bit less stressful. A hit with travelers and marketers alike coverage ran in the LA Times, Chicago Tribune and more.
Xerox ‘30 Seconds to Know’ (BRONZE) Competing with some of the largest B2B brands in technology solutions, Xerox needed to break through the clutter and tell their transformational story from print shop to business partner. Strategically targeting C-Suite, MEC identified NBCUniversal as a partner to reach these time crunched consumers in search of relevant and timely information. The result was a cross-channel, original video series called “30 Seconds to Know” which aimed to explain a variety of complicated topics in a quick and easily digestible format; thus delivering on Xerox’s brand promise of simplifying business. It was also the first time that NBCU ran a program that lived across its full portfolio of networks (on air) and news/sports sites (online) with a consistent look and feel as one editorial platform.
The Internationalist aims to connect the people and ideas in international advertising, marketing and media. Now in its 10th year, The Internationalist has become a trusted source for international best practices, and is dedicated to the business needs and challenges of international marketing professionals as they participate in multinational branding and campaign building. View all Internationalist ‘Innovation in Media’ winners here.