Cyberkinetics Internet Services (CKNET), a full-service digital marketing agency, inspired by the creation of high-end new media solutions across various digital channels walked away with two Silver Awards at this year’s Assegai Integrated Marketing Awards in the, Alternative Media (Activations) and Social Media categories.
The criteria for these categories were broken down to incorporate the following;
Alternative Media (Activations) covered industrial theatre, promotions, or any other direct experiences of the brand. The latter covered an unusual brand/ message that lead to direct experiences of the brand. Campaigns entered in this category were required to be designed to elicit a measurable response e.g. sales, leads, donations, retail traffic.
Actual samples, photographs or CD copies used in events, industrial theatre or in-store merchandising displays etc, had to be PC compatible, indicating the software required to run them.
CKNet entered this category with their award winning campaign roll out for this year’s The Range Rover Evoque launch campaign. The campaign was required to communicate and impact consumers with the bold new evolution of the classic Range Rover. A launch event spanning a period of two weeks was held and it focused on an experience of progressiveness at every step, in line with Range Rover Evoque design and philosophy.
“The launch campaign was a series of creative, progressive ideas that impacted and engaged with guests offering a progressive and intuitive digital driving experience that emulated the real life effect presented only by the Range Rover Evoque” said Jenny Olivier, Director of CKNet.
Social Media covered a campaign, mechanic, application or feature that makes use of a social media platform (e.g. Facebook, Linked In, Twitter etc) to create a direct response mechanism between a brand and its audiences.
CKNet submitted their case study for the implementation of the Land Rover Heritage campaign which involved bringing forth nostalgia from past years and building brand awareness; a campaign of old and new.
An interactive creative medium was needed to bring this vision to life, a place where memories are captured and shared, every second of every day - Facebook. The creative team constructed a Facebook canvas that would allow users to post their memories and photos: using history, heritage and the love of the Land Rover brand to drive the campaign.
Olivier said, “The heritage of the Land Rover brand is its strength, and it is this energy that we knew would stimulate conversation that springs from the heart. Each Land Rover owner has a story to tell about his or her love of the vehicle, and the experience of the vehicle in their life journey.”