|UM London and Proximity have won a gold lion at Cannes Lions 2016 for their ‘Raising Eyebrows and Subscriptions’ campaign for The Economist.
The campaign (also known as ‘Smart Use of Data’) won in the Creative Effectiveness Lions – a competition only open to winners from 2015. Last year, it picked up a bronze lion for Best Use of Real-Time Data in the Creative Data Lions.
‘Raising Eyebrows and Subscriptions’ used in-feed advertising and real-time creative to reach prospects with ‘smart content’ in contextually relevant and unexpected places. The campaign created nearly 10,000 new subscribers across 13 markets.
UM London’s win is one of 25 Lions awarded to UM offices around the world.
“This campaign was a real team effort, and we’re delighted it’s been recognised by some of the industry’s brightest minds,” said Russell Place, Managing Director, UM London. “At UM, we use better science and better art to deliver better outcomes for our clients, and ‘Raising Eyebrows’ is the perfect example of that approach in action. We couldn’t be happier.”
Founded in 1954, Cannes Lions is an eight-day programme of creative inspiration, celebration, education and networking. Over 15,000 delegates from around 100 countries attend the Festival, making it the only truly global meeting-place for branded communications professionals to connect, share and discover.
UM’s success in Cannes sustains an awards winning streak going back more than 12 months. In 2015, UM London picked up more than 40 awards in major competitions, including Cannes Lions, the Festival of Media Global, and regional festivals including Masters of Marketing and the IPM awards.
Earlier this year, UM was named Global Media Agency of the Year by Adweek, and the network dominated at the Festival of Media Global, winning 15 trophies, including Agency of the Year, for UM Romania, and Campaign of the Year.
View the case study video for ‘Raising Eyebrows and Subscriptions’ below.
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