With 56% of the final vote Virgin Holidays’ live TV ad has beaten off tough competition from Adidas and Channel 4 to take home the prize of ‘campaign of the year’, as voted for by Marketing Week readers.
The holiday company knocked out 15 other campaigns in three rounds of voting to claim the top spot.
Described as its “most ambitious brand launch” to date, the campaign featured 18 holiday destinations from Barbados to San Francisco and took the efforts of 90 production teams around the world to produce. The ad was designed to show “real people doing authentic things” to promote the company’s long-haul options and encourage people to #SeizeTheHoliday.
The campaign resulted in 16.9 million impressions from its promoted tweets and 838 web searches per minute at 8.20pm when it was broadcast live during the X Factor.
Channel 4’s ‘We’re the Superhumans’ campaign came second with 27% of the final vote, while Adidas – which had two campaigns in the final – took third place for its #PogBack video that revealed Paul Pogba was returning to Manchester United, and fourth place for its Tango Squads influencer activity. Almost 620 Marketing Week readers voted in the final round of the competition.
The competition was based on Marketing Week’s pick of the top 16 campaigns of the year, which were randomly drawn against each other. The winner of the first eight battles made it through to the quarter-finals before the final four competed for first place.
2016 year in review: The best campaigns (part I)
2016 year in review: The best campaigns (part II)
Campaign of the year: The results:
Round 1
|
Adidas: Tango Squads L’Oreal: The Beauty Sqaud |
63% 37% |
|
Pearson: Project Literacy Virgin Media: Twenty’s Plenty |
35% 65% |
|
Lidl: Lidl Surprises Cif & AEG: Before & After Project |
85% 15% |
|
UKTV: Love Your Thing Adidas: #PogBack |
40% 60% |
|
Vote Leave: Take Control Malibu: Because Summer |
36% 64% |
|
Coca-Cola: Taste The Feeling Ted Baker: Mission Impeccable |
57% 43% |
|
Virgin Holidays: Seize The Holidays Mars: Look On The Light Side |
59% 41% |
|
Pret A Manger: Little Veggie Shop Channel 4: We’re The Superhumans |
45% 55% |
The quarter-finals
|
Virgin Holidays: Seize The Holiday Virgin Media: Twenty’s Plenty |
69% 31% |
|
Adidas: Tango Squads Malibu: Because Summer |
63% 37% |
|
Adidas: #PogBack Coca-Cola: Taste The Feeling |
56% 44% |
|
Lidl: Lidl Surprises Channel 4: We’re The Superhumans |
25% 75% |
The final
|
Virgin Holidays: Seize The Holiday Adidas: Tango Squads Adidas: #PogBack Channel 4: We’re The Superhumans |
56% 8% 9% 27% |
The post Virgin Holidays’ live ad wins campaign of the year appeared first on Marketing Week.
Source: Marketing Week
Virgin Holidays’ live ad wins campaign of the year