We are excited to announce that our digital marketing work for Wellcome Collection’s Smoke and Mirrors exhibition has been shortlisted in the Best Integrated Campaign category in the CIM Marketing Excellence Awards 2020.
The Wellcome Collection wanted to promote its blockbuster exhibition Smoke and Mirrors: The Psychology of Magic. In the heart of London and a busy exhibition sphere, Wellcome Collection needed to create a standout campaign to attract visitors to their exhibition space.
We created a digital campaign to run alongside Wellcome Collection’s London-based out of home advertising, undertaken by AKA agency. Wellcome Collection was looking to utilise its existing static creative developed in-house and curate an engaging and dynamic campaign to drive awareness, traffic to the site and ultimately gallery footfall in an effective integrated campaign.
We ran our campaign across Google Display, Facebook and Instagram and sent traffic to the exhibition landing page. We created a number of elements including skyscraper adverts, MPU, leaderboard adverts and social stories. We worked in partnership with AKA to provide a seamless campaign that covered digital, outdoor and print for the Smoke & Mirrors exhibition.
The integrated approach to the campaign clearly demonstrated that increased activity OOH and digitally correlated to an increase in page views and visitor figures. When OOH activity was paused, AKA had an always-on approach to cheap display advertising to prevent significant visitor drop off rates. The three-fold tactic of digital, print and outdoor helped achieve a staggering 44% uplift in footfall to the Smoke and Mirrors exhibition.
Now in its 11th year, the Chartered Institute of Marketing’s annual Excellence Awards recognise innovation and creativity in the industry.
We will be judged by an esteemed panel of experts from the Financial Times, HSBC, Hello Fresh, Everton Football Club and leading agencies. The awards will be held at The Brewery in London on April 2nd 2020.
Previous winners include Britvic, Natwest, Royal Air Force, Transmission and Southeastern. The ceremony will see the best of UK marketing’s talent compete to be rewarded for their marketing campaigns and marketers over the last twelve months.
In uncertain times, the UK marketing industry has risen to the challenge to produce high quality campaigns and significant rewards. For over a decade, our Marketing Excellence Awards have recognised the industry’s achievements and high achievers, but, this year, picking a short list has proved harder than ever. I would like to offer my congratulations to all those who have been short listed; they represent the very best in the UK’s marketing talent.Chris Daly, chief executive of CIM
The CIM Marketing Excellence Awards have been running for over ten years and recognise and reward brilliance in the field of marketing, celebrating the finest minds within the profession.
To find our more, visit: cim.co.uk/marketing-excellence-awards