2011 Issue 55 - Internationalist

SILVER
Accenture — Outlook Journal Social Media
Outlook Journal, which appears in print three times a year to a
controlled subscriber base, delivers the most cutting-edge
insights of Accenture, a global management consulting,
technology services and outsourcing company. Appearing in print
on high-gloss, perfect-bound format, Outlook Journal articles
convey Accenture's unique insights into how some organizations
consistently are able to outperform their competitors; and how
Accenture leverages these insights in our work with clients.
INNOVATIVE DIGITAL MARKETING SOLUTIONS
The online program enabled Accenture to not only to broaden the exposure of our Outlook Journal content, but also
to support our new and growing corporate Twitter presence with a steady supply of compelling material. At the same
time, we created an Outlook Journal presence on Facebook and promoted our thought leadership through this
channel as well. The page, at http://facebook.com/accentureoutlook, provides visitors with a long list of Outlook
Journal insights. These tactics have required a change in our team's thinking so that we no longer equate the Internet
as merely accenture.com but rather as all the potential channels we might leverage.
This SILVER project therefore required our marketing organization to evolve our
“50th Anniversary of the Pill” — Initiative US
The birth control category is extremely cluttered and few women know
that Bayer makes their birth control.
Bayer’s challenge was to transfer its heritage of safety and innovation to
its birth control products. The result was The 50th Anniversary of the
Birth Control Pill. This strategy included establishing an emotional
connection between Bayer and women, reminding them about
accomplishments women have made for the last 50 years and inspiring
them for 50 more.
What makes this campaign unique are the synergies that were created
among the social altruism component, interactive digital timeline and offline extensions that illustrate how brands
can find ways to educate their consumers and engage them with compelling content while underscoring their
commitment to their audience.
SILVER
Buick “Re:Discover”- Starcom Chicago
Buick was a brand in need of being rediscovered in the USA. The idea
was simply to create appreciation for modern Buick among people who
loved rediscovery in their lives – and to create a content destination
based on rediscovery.
"Re:discover" was created as an exclusive online content destination
welcoming people to rediscover the most compelling people, things and
cities across the U.S. with Buick as an essential part of the experience.
Original content includes a "video road trip" of authentic narratives from city insiders examining each of 12 cities'
past, present and future. Buick is now a larger part of the social conversation and well on its way to rediscovery.
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