PRWeek Global Awards Winners 2020 - Corporate Branding

This category was won by 'DO Black' for Doconomy, by Hill+Knowlton Strategies.

H+K's remit was to publicise the launch of Doconomy's DO Black, a mobile banking service that tracks users’ consumption-based climate impact, including the ability to measure the CO2-impact of every transaction. If the purchase exceeds the CO2-emission limit or if there are insufficient funds, the transaction is denied and the card holder is notified.

Visit the PRWeek Global Awards hub to find out more about the winners

Based on market research and insight on the finance, CSR and environmental media markets, H+K helped Doconomy map the current media landscape and establish connections with key opinion leaders and media. H+K also helped with competitor analysis and advisory on positioning within the sector.

The strategy resulted in DO Talks: a forum where discussion on climate change and how we can impact it takes place.

In April 2019, DO Black was launched with placement only in earned media and with partners' communication. It took off: more than 60 banks and credit card companies from all over the world are in contact to discuss collaborations.

Awareness was built around the globe with an earned media reach of more than 20m and keynote presentations at sustainability/fintech summits worldwide.

All initial targets were exceeded, with 4,000 user registrations in Sweden alone.

Judge's comment: "Excellent and brilliant project to tackle over consumption and create awareness on carbon footprint"

Highly Commended

'The Recycled Logo' for Deep RiverRock by Edelman

Deep RiverRock plastic water bottles have always been 100 per cent recyclable, and to communicate its environmental credentials, the logo was 'recycled' - the name was swapped out completely for the words ‘100% Recycled Bottle’. Removing the brand name was a brave move, but it worked. An eight week campaign, including two media takeovers with Joe.Ie and Belfast Live, led to a 22 per cent overall sales increase.

Shortlisted

  • 'Launching the Mitsubishi SpaceJet' for Mitsubishi Aircraft Corporation by Edelman

  • 'Proving the Value of Distance Learning in Latin America' for Instructure by Sherlock Communications

  • 'We Believe' for Gillette by MMK + (Ketchum)

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And the winners are…