Small Budgets - Services
Cases eligible for this category must represent the only communications efforts for this brand (brand defined as listed in the “brand” question of the Effie entry form) during the time period that the effort entered ran.
With just $562K, we tapped into everyones (2nd) biggest annoyance when flying: crying babies. With a single online video, JetBlues FlyBabies turned a cause for despair into a reason for joy. For every baby that cried on our NYC to Long Beach flight, customers enjoyed 25% off a round-trip ticket, turning parental stress and shame into support and love. Launching for Mothers Day, FlyBabies sparked global conversation, earned $1.9MM in media and increased consideration among parents by 15pp to 88%.
- Brand: JetBlue Airways
- Client: JetBlue Airways
- Agency: MullenLowe U.S.
Bedstock: Playing Music From Our Bed For Kids Stuck In Theirs
This is a story about what smart thinking can achieve when your marketing budget is zero dollars.Welcome to Bedstock. The worlds first and only music festival played entirely from bed for children stuck in theirs. An event that generated over 138M media impressions for MyMusicRx, the flagship charity of the Children's Cancer Association,and an increase of 179% in Total Revenue and 233% in Gifts. All achieved with $0 budget.
- Brand: MyMusicRx for the Children's Cancer Association
- Client: Children's Cancer Association
- Agency: Anomaly
Feel the Real
With digital ad spending surging despite serious accountability concerns, the Outdoor Advertising Association of America had a small $3 million media budget to show media buyers how Out of Home (OOH) drives digital engagement. By reimagining OOH as a geo-targeted B2B channel, the media became the message with 1,400 executions tailored to specific markets, locations, agencies and individuals. OOH sales increased 6.4% ($48 million) and we reduced the $3 million media budget to ZERO by using donated OAAA member inventory, generating $2.2 million in earned media and delivering 16X ROI.
- Brand: Outdoor Advertising Association of America
- Client: Outdoor Advertising Association of America
- Agency: Partners + Napier