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M&M Awards Winners

M&M Global Award: Targeting

The winner in this category is be the campaign that demonstrates excellence in targeting and reaching a specific demographic or niche audience with a message via any media.

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Campaign: Google science fair

Entering Company: OMD International

Google was on a mission to enthuse the Einstein’s of tomorrow to solve the problems of the future after declaring it had neglected its basic founding principle of 'Don't Be Evil'.
 
With this in mind the Google ‘Science fair’ campaign was assembled and worked alongside OMD International in a commitment to discover the smartest 0.001% across a chosen demographic of 1.7 billion.

OMD delivered an education and awareness programme establishing that teachers were an inspiration to students, which pinpointed both as target groups. After researching scientist habits through focus groups Google understood it needed to go beyond using traditional tools and brought in video to ignite interest.
 
Over a three month process the campaign shifted from developing awareness, by entering over 2000 schools, to response. The response came in a variety of forms that included social media, optimising digital global and regional activity as well as specific placements within niche press titles.

Results proved formidable; delivering 78,385 registration page conversions, 1.3m video views that generated over 200,000 Twitter exposures, 397 editorial placements and 70,000 fans of the brand page, all in all which resulted in the biggest global science fair of our time.

Judges Comments:

The judges praised the winner for an idea that keeps true to the branding while identifying another audience.