Product category:
Public relations
News Release from: Engine Group
Edited by the Marketingservicestalk Editorial
Team on 31 January 2008
Integrated 24 campaign wins Cristal
award
Engine, the corporate and marketing services group, has won the first ever Grand Integrated Cristal for the campaign behind Sky One's hit TV show 24 at the Meribel Ad Festival.
The Grand Integrated Cristal is awarded for the most creative integrated campaign which used at least three different media It is judged by a mixed jury of European communications agencies and clients and is one of just three 'Grand' prizes awarded at the festival
On the winning campaign Engine Group Development Director Julian Hough commented: "It was essential that we put consumers at the centre of all advertising - so we made them active participants in a 24-style mission.
"The mission included phone calls from the fictional US government Counter Terrorist Unit, text messages from main character Jack Bauer, emails from other cast members and terrorist videos on YouTube - all combined to create an engaging and exciting buzz around the launch of the series".
By the broadcast of the first episode of the series, one in 15 of the 800,000 viewers had participated in the campaign's mission and in a two-week period more than 160,000 people had engaged with the website.
After the first two weeks, all advertising was cancelled to reduce the sheer numbers of people visiting the site.
Hough continued: "Recognition for outstanding work is what every agency strives for and we're delighted with this award: it highlights that regardless of medium or channel, with the right idea and the right people you can really engage with your audience and make a campaign memorable".
The 24 campaign also won an NMA Effectiveness Award in 2007.
The Engine Group is one of the UK's fastest-growing integrated communications groups and the largest privately owned marketing services group in the UK.
It offers best in class expertise under one virtual roof in advertising, digital/online, brand consultancy, sales promotion, experiential marketing, direct marketing, search optimisation, public affairs, consumer PR, sponsorship and events.
Engine provides a solution-neutral approach to communications challenges, drawing on expertise from its partner companies to provide clients with uniquely integrated and effective ways of targeting their audiences.
Built through a strategy of organic growth and acquisition, Engine's partner companies include WCRS, Dave, Personal, Woo, AS Biss, Slice, Huge Entertainment, Karen Earl Sponsorship, Altogether Digital, Mandate and Digital Public.
Formed in 2005, it is positioned as the UK's only 21st century communications group.
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