20:20 Scores at Marketing Week Engage Awards 2010
Press release
Date: 19 May 2010
Last night, Tuesday 18th May, Marketing Week unveiled the winners of its inaugural Engage Awards with 20:20 scooping the award for Best Digital Campaign.
20:20, the digital agency which uses the understanding of consumer behaviour and the power of data to inform every aspect of its work, was secured the Best Digital Campaign award for its interactive mobile video drama, Thmbnls.
Thmbnls was a 22-week mobile drama, with a new 60-second episode broadcast every Friday night. The campaign was created for the COI and Department for Schools, Children and Families to encourage teenagers to practice safe sex.
The Thmbnls mobile drama reflects 20:20’s unique approach to digital marketing, putting data, insight and consumer behaviour at the heart of the creative idea to generate more effective and meaningful communications whatever the audience.
The Marketing Week Engage Awards were relaunched for 2010 with a fresh injection of vigour and leaner industry focus reflecting the revamped approach of the website and magazine. The new Engage Awards fully reflect the integrated, multi-channel and partnership rich nature of modern marketing.
Peter Riley, Chief Creative Officer of 20:20 comments:
“We are incredibly proud of the Thmbnls work, it shows the 20:20 approach at its best. We knew there’s no point lecturing teenagers, they’ll always take their own paths, but we did know that we could engage them and create something which was relevant to them and their lives. Thmbnls not only drew teenagers into contentious storylines as they unravelled, but created a dialogue which engaged them with the safe sex message and helped the COI and DSCF to better understand this audience.”