Russia-based Serviceplan Group won in several nominations of the leading local “Silver Mercury” Marketing Communications Awards.
The Silver Mercury awarding ceremony was held in Korston Hotel from June 2nd to June 5th. The awards were adjudged in four major blocks: Creativity, Strategy and Efficiency, Delivery, Use of Media. Overall the organizing committee announced 46 nominations and 4 Grand Prix awards, although the jury agreed on winners only in 38 nominations. Among the winners were Louder Agency and Serviceplan Agency.
The Louder team won with their Adidas Originals Manifesto project in the “Best implementation of an integrated campaign on a local scale” nomination from the Delivery block.
Adidas Originals Manifesto is a local integrated campaign developed using an innovative trend marking approach. The campaign was timed to the opening of a new conceptual shop brand on board of Bryusov ship and was conducted in Moscow from July to September of 2014. The key message was devised by Dmitry Oskes, organizer of the street festival Faces & Laces. His expression of love for the capital became the manifesto and the key slogan of the shop’s advertising campaign.
Service plan Agency won in the “Best strategic solution for building short-term loyalty” nomination of the Strategy and Efficiency block with its “In Pursuit of the Dream” project delivered for Aeroflot Airlines.
As part of the 15-year anniversary of the Aeroflot Bonus program, the Agency team developed a gaming Internet platform run from September 22 to October 13 of 2014. In the course of the campaign more than 500,000 people were involved, with nearly 90,000 of these eventually becoming the winners.
Also shortlisted was the project of Louder and Interactive Lab team – Johnie Ginger Performance Platform in the “Best strategic solution for a B2C event” nomination from the Creativity block.
For Russia-based Serviceplan Group the Silver Mercury award means recognition among the professional community and a chance to highlight the best projects delivered in 2014.