John Mason International is cementing its reputation for marketing and communications excellence after winning a hat trick of awards at this year’s Hermes Creative Awards.
Designed to highlight excellence among creative professionals involved in the concept, writing and design of traditional and emerging media, the Hermes Creative Awards are administered by the Association of Marketing and Communication Professionals.
The global removals specialist wowed judges and was awarded platinum and Gold gongs in three categories.
This hat trick of awards include a platinum award in the ‘Guerrilla Marketing’ category for its Angel of the North Australia Day stunt, Platinum award in the ‘Content Campaign’ category for its Iain Lee video campaign, and gold award in the ‘PR Campaign’ category for its ‘Kids’ Views of the World’ campaign.
John Mason International has moved more than 60,000 people to Australia over the years – and cementing the relationship between Oz and the UK was an important part of the company’s first platinum-winning campaign.
“We marked Australia Day by hijacking an iconic UK landmark – the Angel of the North with a 15ft cork hat and turning it into an Aussie for the day,” said sales and marketing director Simon Hood. “The stunt resulted in national coverage in The Times, Daily Mail and PR week; reaching over three million people. In addition social media activity for the stunt resulted in a reach of over 52,800. We also created a behind-the-scenes video of the stunt implementation, which achieved over 9,200 views.”
“We also scooped platinum in the Content Campaign category with our Guide to Moving Down Under,” added Simon. “This series of six videos feature ‘I’m a Celebrity…Get Me Out of Here! star Iain Lee – and they put a fun twist on the rules and regulations of emigration – including what you can and can’t take with you when you move Down Under. This approach certainly worked, with more than 50,000 people watching the video on social media in just three weeks.”
John Mason International also scored highly in the PR campaign category – with a gold Award for its popular Kids View of the World research. “We’re proud of this campaign because it uncovered some important and intriguing insights into how UK children view the rest of the world” said Simon. “We created a fun video, interviewing some of the children at a local nursery on their views of different countries across the world, which received over 60,000 views. Alongside this we conducted a survey of 2,000 children across the UK, which resulted in discovering the majority of six to 11 year olds in the UK associate Donald Trump with America over conventional icons such as the Statue of Liberty or Walt Disney World. We released these statistics in the form of regional and national press releases, which went down well, featuring in the Daily Mail and The Spectator and other regional titles.”
“We’re thrilled to have won multiple Hermes awards for the second year in a row. We’ve been working hard throughout the year to create engaging and unique campaigns to inform and advise our customers about the services we provide – and these awards are a nice recognition of our efforts.
“As a challenger in a highly competitive market, John Mason International is building awareness for its brand by promoting its services in a memorable way, which really stands out from the crowd. We’re already working on some brilliant and innovative campaigns for the coming 12 months, so I have great expectations for 2019.”
John Mason International’s marketing team beat off competition from major marketing powerhouses to top this year’s awards – including DELL, Deloitte, Fedex, Hilton, Pepsico and UPS. And the firm was in company, with fellow winners like National Geographic, Reuters and WeTransfer also receiving platinum gongs.
To view the full ‘Kids’ View of the World’ campaign, click here.
To view the Angel of the North Australia Day stunt, click here.
To view the Iain Lee ‘Guide to Moving Down Under’ campaign, click here.
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