British Chamber Of Commerce Print BUSINESS RUN by Ogilvy & Mather Singapore

BUSINESS RUN

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Industry Political/Religious/Trade Organizations
Media Print, Magazine & Newspaper
Market Singapore
Agency Ogilvy & Mather Singapore
Art Director Richard Copping
Released November 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: THE BRITISH CHAMBER OF COMMERCE
Product/Service: THE 12TH ANNUAL BUSINESS AWARDS
Agency: OGILVY & MATHER SINGAPORE
Chief Creative Officer: Steve Back (Ogilvy/Mather Singapore)
Regional Creative Director/Copywriter: Juggi Ramakrishnan (Ogilvy/Mather Singapore)
Regional Creative Director/Art Director: Richard Copping (Ogilvy/Mather Singapore)
Art Director: Anthony Tham (Ogilvy/Mather Singapore)
Agency Producer: Amarjeet Kaur (Ogilvy/Mather Singapore)
Group Chairman: Stephen Mangham (Ogilvy/Mather Singapore)
Account Manager: Eugenia Ngan (Ogilvy/Mather Singapore)
Production Company: - (Lunar Films)
Sound: - (The Gunnery)
Post Production Company: - (VHQ)
Media placement: TV Campaign - 3 Spots - News - 08 November 2011

Describe the objective of the promotion.
Entries for the Business Awards organized by the British Chamber of Commerce were on the decline. Our challenge was to increase participation by convincing the local businessmen and entrepreneurs that business awards could be exciting, fun and rewarding.

Describe how the promotion developed from concept to implementation.
Succeeding in business is lot like running marathons. It calls for commitment, determination, passion, skills and endurance. So we got local businessmen to compete in a 5k race through Singapore’s International Business Park dressed in formal business attire and burdened with briefcases, files and folders. Instead of water stations, our track-side stations offered staples of the company boardroom that includes coffee, salad and sandwiches. The runners also had to overcome obstacles; they picked up contracts and deals from in-trays, printed out copies on inkjets and filed the documents in the correct filing cabinets... all on the run.

Explain why the method of promotion was most relevant to the product or service.
It worked because it demonstrated, by deed rather than words, that the British Chamber of Commerce business awards were inclusive, fun and challenging.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Entries for the 12th Annual Business Awards went up by 40%.
The race also drew a large number of enthusiastic spectators and won loads of free publicity.