Corporate Branding Campaign of the Year 2011

Sponsored by Gibraltar Associates

?Winner: The OutCast Agency and Bloom Energy: The Birth of a Cleantech Brand: Bloom Energy

Cleantech energy company Bloom Energy tapped OutCast to pull its entity out of general-public obscurity and drive awareness and credibility for its brand, fuel cell technology, and overall vision. The overlying goal was to distinguish Bloom from legacy fuel-cell technologies, distancing itself from a challenged category and positioning the technology as a test to the status quo of energy production.

The push for the wide-ranging initiative took on a target audience including decision-makers at Fortune 500 companies; general consumers; potential key investors; regulators who influence federal and state policy; and subsidies and incentives for businesses investing in alternative energy solutions.

A launch event included a press conference with CEO Dr. KR Sridhar and board members, including Colin Powell, and a panel of Fortune 500 CEO customers. Most important to the campaign was securing a high-profile broadcast feature, which came to fruition on 60 Minutes. This resulted in media interest from more than 75 reporters who attended the launch event. The segment was also the most-viewed online of any in 2010.

Following the broadcast, widespread coverage was secured with 1,050 print and online placements and more than 350 broadcast stories, including The New York Times, Forbes, USA Today, TechCrunch, as well as interviews on CNBC and Good Morning America.

"They took a massive media hit and blew it out to multiple media channels," said one judge.

The campaign also placed Bloom at the number two trend spot for Google searches and in the top 10 trends on Twitter.

"They didn't stop with 60 Minutes," noted one judge. "They continued the momentum."

Honorable Mention
: Taylor and Procter & Gamble: P&G Sponsors the Vancouver 2010 Olympic and Paralympic Winter Games

For the first time in P&G's 170-plus year history, it unveiled a corporate campaign with Taylor in Olympic-sized proportions. P&G signed on as the official sponsor of the US Olympic team for the Vancouver 2010 Olympic and Paralympic Winter Games. The campaign featured its 18 brands and sought to make an emotional connection to its corporate image with 85 million US moms. The sponsorship ultimately led to $100 million-plus in incremental sales. Shortly after the Games, P&G partnered with 16 Olympic athletes.

The Award
Honors the most outstanding use of PR in the launch of a new company or in a corporate rebranding initiative. The chosen entries demonstrate effective results beyond mere brand-name recognition to show an appreciation and understanding of key message points among the target audience.

Finalists 2011

Brodeur Partners and American Cancer Society: Creating a World With More Birthdays

Fleishman-Hillard Atlanta and Oak Ridge National Laboratory: Real Science. Real Life.

GolinHarris and YMCA of the USA: Introducing the Y to the Public

Taylor and Procter & Gamble: P&G Sponsors the Vancouver 2010 Olympic and Paralympic Winter Games

The OutCast Agency and Bloom Energy: The Birth of a Cleantech Brand: Bloom Energy

Gibraltar Associates is one of the country's leading public relations agencies, representing some of the world's best-known companies and brands. We practice 21st century PR by fusing old and new media strategies into breakthrough campaigns for clients. One of the fastest-growing agencies in the US, we are known for three things: creativity, new-media savvy, and a culture that fosters concierge-like service.

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