2011 Issue 55 - Internationalist
2011 Issue 55 - Internationalist
2011 Issue 55 - Internationalist
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SILVER<br />
Thomson Reuters “The Knowledge Effect”— Ogilvy & Mather with Global Leader website<br />
by The Economist<br />
The world is awash with data – 800 exabytes and rising.<br />
Thomson Reuters wanted to show how it helps business<br />
leaders detect the faint signals hidden in big noisy data<br />
sets – and provide tools they need to make better<br />
decisions faster. “The Knowledge Effect” was<br />
introduced during the World Economic Forum to drive<br />
people to a microsite designed to offer deeper<br />
understanding of markets, innovation and business<br />
leadership. One key element was a partnership with<br />
The Economist online forum -- Global Leader's Ideas<br />
Area -- designed to surround the conversation at Davos<br />
with intelligent content, discussion and debate on the<br />
challenges facing Global Leaders today, and the future<br />
of leading in a complex world.<br />
SILVER<br />
Turbo Tax “Grammys”— Initiative US<br />
TurboTax is the leader in the tax preparation software<br />
category and was the 8th largest US digital advertiser in Q1<br />
of 2010. (Comscore). Their target audience is consumers<br />
who are open to using tax software, but want to easily<br />
complete their taxes and receive the biggest refund<br />
possible. The challenge was in reaching this audience and<br />
holding their attention for a prolonged period of time.<br />
TurboTax decided to align with an event at the height of tax<br />
season, and became the title sponsor of GRAMMY Live,<br />
an online-only exclusive 3-day live streaming event… all to<br />
unprecedented viewing and interaction results.<br />
SILVER<br />
Turbo Tax — “Treasure Hunt”— NBC Universal<br />
TurboTax didn’t stop with Grammys. They also partnered across<br />
NBC Universal brands across the portfolio ranging from NBC to<br />
Bravo to Sci Fi to Oxygen to Access Hollywood to NBC Sports to<br />
build a Mega Celebrity Treasure Hunt Challenge on two screens<br />
(large and small) with custom content and digital drivers. For<br />
example, while National Treasure was airing on TV, fans were<br />
engaging an another Treasure Hunt, sponsored by Turbo Tax<br />
during the height of tax preparation season.<br />
32<br />
T H E I N T E R N A T I O N A L I S T
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