180LA Campaign gets elected
The winner of the Promo & Activation Grand Prix for 2017 was ‘Boost Your Voice’, a campaign for Boost Mobile from 180LA Santa Monica in the US.
Jury president Stephane Xiberras, president and chief creative officer BETC France, said his judges set out to reward campaigns that made “simple, human insights” rather than trying too hard to push new technology. “We had a lot of discussion about what the P&A category really is and decided it is about campaigns that involve the audience in the marketing journey and getting them spreading your idea.”
In the case of the Grand Prix winner, 180LA based the campaign around the insight that there are fewer election polling stations in economically-deprived parts of the US — making it harder for poorer people to vote. It also noted that Boost Mobile had a high penetration of stores in these areas. So it arranged for Boost Mobile stores to become polling stations. The result was more people visiting the stores and a 23% increase in voter turnout in Boost districts. “The campaign didn’t just promote the stores, it promoted human values,” said Xiberras.
There were also 15 Gold Lions in Promo & Activation — with ‘Bradshaw Stain’ picking up three. This was a Saatchi & Saatchi New York campaign for Procter & Gamble’s Tide.