Global Campaign of the Year 2008

Entries can relate to any market sector (crisis, healthcare, consumer, internal communications, etc.), but must be for work executed outside the US in two or more regions by a US-based office or department

Global Campaign of the Year 2008

Kaplow and the Blue Planet Run Foundation: Around the World in 95 Days: The 2007 Blue Planet Run

California retiree Jin Zidell had a vision to place the safe drinking water crisis on the global agenda. He soon became founder and CEO of Blue Planet Run (BPR), the first-ever around-the-world relay run.

In 2007, he presented Kaplow with the task of making BPR a lightning-rod for conversation and action among millions of people across the globe. The goal was to build lasting brand equity for the foundation and making BPR attractive to potential sponsors.

From its offices in New York, Kaplow sought to recruit and transform 20 citizen athletes - each committed to running 10 miles a day - into global messengers for the cause, as well as engage press and consumers all around the world.

According to one judge, "This is a great global program from a smaller agency. Very creative." Another judge deemed it "creative, fun, and effective."

In a month-long research and recruitment process, Kaplow enlisted a global network of PR experts in regions through which the Run passed - Europe and Japan - to form a Blue Planet Run Global PR Coalition that would help cultivate media-friendly personas for runners through an extensive interview process. Kaplow also conducted educational workshops with project leads and hosted a summit in London to immerse local experts in BPR objectives and messaging.

To seed stories before the Run's June 1 launch, Kaplow leveraged "chief-to-chief" briefings between Zidell and editors and producers in March 2007. The firm also created a media tool kit in eight languages.

Kaplow partnered with the UN to host the launch on UN grounds and publicly endorse the Run, underscoring its global nature. The visual spectacle capitalized on the presence of actress Hilary Swank, invited local students, and used photography and b-roll. The agency released a translated "tool kit," including a Blue Planet Run water bottle, to introduce international media to the Run.

Upon launch, Kaplow unveiled an outreach campaign in each country by activating local PR reps and leveraging runners with the media. The agency then elevated the finish with an emotional "blue carpet" finish line in New York City.

In the end, the PR team achieved its goals with a saturating onslaught of media coverage, consumer awareness, Web traffic, and word-of-mouth conversations that helped the world understand the safe drinking water crisis for the first time.

"It is indeed a global campaign," one judge said, "and it was reflected in the end results, using a wide variety of tactics."

Honorable Mention
Ketchum and Eastman Kodak Co.: ThINK...Before You Ink! Kodak Revolutionizes the Inkjet Industry

When Kodak introduced its inkjet printers and low-cost ink cartridges, it relied on a PR effort by Ketchum to give it the lead in share-of-voice against its top rivals, enable it to reach nearly 1.3 billion consumers with more than 2,700 stories, and place its ink at key retailers around the world. The PR team sought to disrupt the industry and communicate the Kodak value proposition via a multi-pronged global push, including an "industry shaking" launch event; a "Disrupt the Dialogue" consumer outreach effort around Kodak ink savings; and a campaign inciting consumers to consider ink's cost before buying a printer. To kick it off, Ketchum created an event at the Saturday Night Live studio featuring Kodak CEO Antonio Perez, who unveiled the disruptive model to media, Kodak partners, and staff around the world watching via webcast. The global team launched the original content in Europe and Australia and continued awareness activities to assault rivals and drive coverage. The team created an integrated micro-site, www., as well as a video spoof of a talk show. The "Ink Is It!" video was the most viewed comedy clip on YouTube for a period.

Honorable Mention
Text 100 and NXP Semiconductors: New Kid on the Block: Presenting NXP Semiconductors to the World

Following its spinoff from parent company Philips Group, Philips Semiconductors re-launched itself as a new, independent company named NXP. Text 100 was tasked with a global strategy to highlight NXP's sound business strategy. The PR team worked with NXP on major product acquisitions, generating interest in NXP in the run-up to a global wireless trade show, as well as coverage in leading media worldwide. The team used an extensive outreach campaign, including global briefings with NXP's CEO Frans van Houten, to showcase its product acquisition strategy and new technologies, as well as increase its stake in a manufacturing joint venture in Asia. The CEO conducted over 50 of 350 briefings held with the world's media. The PR team then launched a proactive campaign in Singapore to tout this milestone and its independence from Philips. NXP enjoyed a 150% increase in coverage highlighting innovative products, a 25% increase in coverage volume in Asia, and a 240% increase in CEO profile coverage. One judge called it a "solid campaign, very global in scale." Another judge said it "showed agility and delivered strong results."

Finalists 2008
Kaplow and the Blue Planet Run Foundation Blue Planet Run
Ketchum and Eastman Kodak Co. ThINK...Before You Ink! Kodak Revolutionizes the Inkjet Industry
Ogilvy Public Relations Worldwide and Bayer Schering Pharma The Image of MS (Multiple Sclerosis) Campaign
Text 100 and NXP Semiconductors New Kid on the Block: Presenting NXP Semiconductors to the World
Weber Shandwick and MasterCard Worldwide MasterCard Worldwide Centers of Commerce

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