Well that’s one night we won’t forget in a hurry. November saw the return of B2B’s biggest prize, and we were absolutely delighted to come away from the event with a stunning 5 awards – including 4 golds!
Multi-award magic for Multiverse
3 x gold award winner for Best Omni-Channel Campaign, Best ABM Campaign and Best Enterprise Targeted campaign.
Our biggest winner on the night was our ‘Real AI Direction’ campaign for the AI upskilling platform Multiverse. This ABM campaign targeted sceptical FS giants, aiming to convince them of the real-world value of AI, and training’s ability to deliver it. The programme successfully shifted their perceptions and managed to persuade the judges to part with no less than 3 golden gongs.
What we learned: don’t be afraid of unfamiliar waters
We took a new approach to ABM; everything for this 1:few campaign was developed through an Account-Based Branding lens, with brand and distinctive, tailored creativity at the core. A key part of this involved innovative tactics, like digital OOH ads outside FS HQs in London and podcast ads in relevant places like The FT podcast. You can only do something like this with a client who’s not afraid to try new things, andthe Multiverse team were determined from the get-go to meet their audience in new and surprising environments.
Console Connect goes global
Gold award winner for Best International Campaign
Our fourth gold award went to our client Console Connect. A new telco challenger brand up against global titans in a commoditised space, it needed to cut through the category and reposition itself as a strategic enabler.
In order to do so, we made it our mission to dominate the journeys around 3 key industry events in London, Singapore and Las Vegas, maximising our investment and impact in them. Covering the airport, train station, taxi ride, and event stand, then amplified further by speaker sessions, geo-targeting and digital retargeting, we surrounded the cities, before, during and after the event, creating the presence of a much bigger company.
What we learned: It pays to speak people’s language
From the English rain to the Singaporean concept of ‘rubber time’, we tapped into localised, relatable humour that spoke to our chosen destinations on an individual level. In doing so, we were able to connect with each of our individual audiences uniquely.
KellyOCG ditches the fluff
Bronze award winner for Best Omnichannel Campaign
The third of our successful campaigns was our ‘No Fluff’ campaign for global workforce solutions provider KellyOCG. KellyOCG is a brand that does things differently, famed for an honest, transparent approach in an industry renowned for overpromises and unnecessary fluff. From that came the idea for our head-turning visual campaign, featuring fluff-free animals to emphasise Kelly OCG’s strengths.
What we learned: Internal buy-in is a superpower
This campaign punched way above its weight by inspiring and mobilising KellyOCG’s secret power – its highly engaged internal team. We debuted at CWS Summit Europe, with a unique event stand featuring an x-ray conveyor belt that enabled attendees to literally see through the industry fluff, before taking their own fluff-filled toy ram home. The engagement this produced was huge, as internal stakeholders as well as guest attendees shared their experience across social media, giving the campaign a truly priceless kick-off. With a multi-channel strategy across events, social, display, email, direct mail, and content, this programme successfully used creativity to cut through the fluff – and the competition.
Want to join these brands at the top of the B2B tree?
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