Pressemitteilungen

Die Kampagne „The Best Job in the World”, die SapientNitro für die Tourismusbehörde Queensland verantwortet, erhielt bei den diesjährigen MIXX Awards mit dem Best of Show Award die höchste Auszeichnung des Wettbewerbs. Zudem errang SapientNitro vier Gold Auszeichnungen bei den vom Interactive Advertising Bureau (IAB) in New York verliehenen Awards. Damit gewann die virale und Multi-Channel-Marketing Kampagne 2009 ingesamt bereits über 25 Auszeichnungen. Die Sparte SapientNitro wurde durch die Übernahme des Werbenetzwerks Nitro im Juli 2009 in Sapient eingegliedert.

 

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SapientNitro’s Best in Show and Four Gold Awards at MIXX Cap an Unprecedented Awards Run for “The Best Job in the World” Campaign

 

Viral, Multichannel Marketing Campaign Garners 25+ Awards in 2009

 

NEW YORK, October 5, 2009 -- SapientNitro, a division of Sapient (NASDAQ: SAPE), announced today that its “The Best Job in the World” campaign for Tourism Queensland earned the highest honor, the Best in Show, as well as four Gold Awards at the fifth annual MIXX Awards held September 22, in New York City by the Interactive Advertising Bureau (IAB).  The campaign, which leveraged social marketing and traditional print advertising to drive worldwide awareness of the Islands of the Great Barrier Reef as a tourism destination, illustrates the enormous global impact that an integrated interactive advertising strategy can deliver when deployed intelligently across multiple platforms.  Since the campaign went live in January 2009, it has garnered more than 25 awards, including the Cyber Lion Grand Prix at Cannes and Best in Show at the One Show Awards.

 

“The massive success of this campaign underscores the historic shift that is revolutionizing the advertising industry and its leaders – where technology plays a central role through enabling multichannel brand experiences,” said SapientNitro Chief Executive Officer Chris Clarke.  “In fact, we’re seeing more and more clients wanting to tap into our distinctive offering that combines brand strategy and creative excellence with digital innovation as a way to create more powerful and lucrative customer experiences.”

 

In creating "The Best Job in the World" campaign for Tourism Queensland, SapientNitro began by developing a strategic, insightful idea that would capture the imagination of people all over the world, generate mainstream media interest and produce new content for social media dissemination.  The campaign kicked off with a series of traditional classified job postings and banner ads strategically placed in target markets advertising “the best job in the world” – a live-in caretaker for an island on the Great Barrier Reef.  The central component of the global integrated campaign was an innovative social media initiative that engaged consumers by leveraging their zeal for generating their own content.  Interested candidates were invited to create a one-minute video application and then post it to a central site, from which a caretaker would be selected. 

 

At the end of the campaign, almost 35,000 individual videos from 197 countries were uploaded.  On an estimated advertising budget of $1.2 million, the campaign garnered media attention worldwide valued at $165 million.  Coverage of the campaign spanned Germany, Japan, the UK, the United States and included CNN news broadcasts, Time Magazine articles and a BBC documentary.  What began as a few strategically placed job postings transformed into one of the most innovative, viral and highly awarded campaigns in history.  In 2009, “The Best Job in the World” Campaign has already received the following awards:

 

2009 MIXX Awards

Best in Show

Social Marketing – Gold

Direct Response and Lead Generation - Gold

International - Gold

Cross Media Integration - Gold

 

2009 Cannes Lions International Advertising Festival

Cyber Lion Grand Prix – Interactive Campaigns

PR Lion Grand Prix – Best international PR Campaign

Direct Lion Grand Prix – Best Integrated Campaign led by Direct Marketing

PR Lion – Travel, Tourism & Leisure

PR Lion – Best use of the Internet, Digital Media & Social Media

Direct Lion Gold – Traffic Building

Direct Lion Gold – Travel, Entertainment & Leisure

Media Lion Gold – Travel, Entertainment & Leisure

 

2009 New York Festivals

Grand Trophy - Digital and Interactive

Avant-Garde Gold World Medal – Word of Mouth/Buzz

Mixed Media Gold World Medal - Transportation/Travel/Tourism

Interactive Gold World Medal – Transportation/Travel/Tourism

 

2009 One Show

‘Best in Show’

Integrated Branding Campaign Gold

Interactive Digital Media Campaign Silver

 

2009 Clio Awards

Innovative Media Gold – Travel/Tourism

 

IAB Australia Awards

‘Best in Show’

Winner Brand Awareness & Positioning

 

Advertising Federation of Australia EFFIE Awards

3 Gold Awards

1 Silver Award

 

The IAB MIXX Awards are the only advertising awards that honor innovation and impact, and are selected by a panel of senior executives from brands, agencies and media companies. 

 

About SapientNitro

SapientNitro is the first brand-driven, technology-enabled global communications network dedicated to helping brands compete and thrive in today’s digitally centric world.  Through a results-oriented approach that combines communications with business strategy, digital innovation and branded entertainment – delivered on a tightly integrated global platform – SapientNitro produces award-winning, engaging multi-channel experiences for industry leading clients including Mars, Volvo, Nike, Footlocker and ConAgra.  SapientNitro has been recognised by respected industry observers such as Forbes, The Wall Street Journal and CNN as one of the most innovative and forward-thinking agencies in the world.  SapientNitro’s “Best Job in the World” campaign for the Queensland Tourist Commission won three Grand Prix awards at Cannes Lions 2009 and Best of Show at The One Show.  Headquartered in New York, SapientNitro operates across North America, Europe, Australia and China.  For more information, please visit www.sapientnitro.com.