Just.Marketing 2020 Awards: highlights from winning campaigns by Network Rail, British Business Bank and York Museums Trust

Just.Marketing 2020 Awards: highlights from winning campaigns by Network Rail, British Business Bank and York Museums Trust

The winners of the inaugural Just.Marketing Awards 2020 were revealed last month. Among the spectacular range of entries were brands such as British Business Bank, Network Rail and York Museums Trust.

The biggest consultancy winner has been One Fifty, scooping three awards. Here are some of the highlights of the campaign winners, with extraordinary work ranging from work with influencers to the use of data and insights

The Best B2B Campaign winner was One Fifty, for its work on government-owned British Business Bank while it was responsible for distributing funds from the Government’s Coronavirus loan schemes.

Starting in February 2020, One Fifty had to overcome attitudes towards finance in which 73% of SME owners would rather forego growth than borrow. Using the bank’s data combined with data from social media, GWI and YouGov, One Fifty found two finance fears among SMEs – fear of rejection and the stigma attached to external finance.

The ‘Don’t Grow It Alone’ campaign addressed SME owners across Twitter, Facebook and LinkedIn. Using 3D rendered images of four businesses from 2020 to 2030 and an accompanying video, the four-week campaign showed the different effects of business and finance decisions over the 10-year period as a ‘spot the difference’.

Also targeted through paid media, relevant traffic to British Business Bank’s website increased 310% and social reach soared by 186%. There were 634 conversions as SME owners flocked to use the diagnostic ‘Finance Tool’ on the site.

The same campaign scooped the Best Use of Data and Insight award, giving One Fifty its second accolade.

The Best CSR Campaign award went to Network Rail, Storycatchers and UM Birmingham for ‘You vs. Train: You Won’t See It Coming’. It was about reducing trespass on Britain’s railways (there are more than 10,000 trespass incidents a year costing on average 20 lives per annum) – particularly among rebellious adults aged 18-34.

From the start, it was clear a Network Rail safety campaign would fall on deaf ears. So UM Birmingham suggested hitting them in ‘Moments that matter’.

Four influencers – a street footballer, gamer, comedian and musician, scripted and filmed an adversarial rant in their usual style, using slick video effects and posted on their usual channels. Mid-flow and out of the blue, they were taken out by a speeding train or lethal bolt of electricity. The message: ‘You can take on the banter. You can take on the world. Just don’t take on a train. You won’t see it coming.’

Paid amplification of the videos as well as natural reach of the influencers, SnapChat Snap Ads and more reduced trespass incidents by 23% during the four-week campaign.

One Fifty took its third and final award for its extraordinary work on Green Cola, winning Best Use of Influencers.

Green Cola is a British soft drink containing none of the artificial sweeteners usually found in other diet colas. Targeting health-conscious mums during the lockdown, One Fifty identified and engaged 140 influencers with a 21-Day Challenge – could they kick the aspartame habit (the artificial sweetener commonly used in diet colas)? They were given no payments – just a Green Cola survival kit – and asked to share their journey on social and start conversations.

Reaching 2.5 million health-conscious mums (who were half the target audience) through 150 pieces of influencer content, Green Cola went from third on Amazon’s top-selling colas chart to number one.

For Best Use of Branded Experiences and Events, Gateshead town centre development Trinity Square had to reschedule its Christmas Light Switch On. A shopping centre, leisure and accommodation destination, it had won a place in local hearts for its spectacular Christmas Light Switch On in 2019. But covid-19 put an end to grand plans in 2020.

Instead, the Trinity Square team created a one-hour long virtual variety show streamed on YouTube featuring local musical talent, The Grinch (who tried to steal the Christmas lights switch), and a Christmas charity raffle that raised 87% more in charity donations than in 2019.

As the lockdown eased, footfall went up and this was the result of 8,900 views on its Facebook teaser campaign page, 144 likes and more than 1,100 home page views for the shopping centre – including a 309% increase in overall website hits in the seven days leading up to the event.

The Best Performance During COVID-19 went to a charity that had all of its museums closed during the lockdown and yet managed to engage more than 5.4 million people – York Museums Trust.

With York Castle Museum, the Yorkshire Museum and York Art Gallery all closed and 80% of its staff furloughed, two communications team members were asked to create a campaign to raise awareness of its collections and captivate potentially new audiences. They created #CuratorBattle.

A simple idea, they shared some of the one million objects in their care on Twitter then challenged other museums to do the same, creating interactive threads. With a playful tone, pretty soon #Creepiestobject, #BestHat, #Bestegg for Easter, #Dullestobject and even #BestMuseumBum battles were launched.

With no budget, York Museums Trust engaged 1.5 million people with their objects, which were seen by 5.4 million people. CNN, Fox News, Guardian UK as well as China Global Television Network and even BBC One’s Have I Got News For You covered the battles and the Trust’s team was interviewed by radio stations in the USA, Canada, New Zealand and Australia.

It was a creative idea in the face of adversity that captured the imagination and has worked wonders for the Trust.