CIPR PRide awards - Judges comments

CIPR: GOLD AWARD WINNER

Best use of Photography & Design
IAS b2b Marketing: 101 Clichés Book

A big ‘Yes’ from the judges for this entry's freshness. This is an overdue thought provoker that should help to inspire designers to strive for originality. ‘101 clichés’ does not tell us what we can't use - how could it? But it is a clear focus on what really might work best in the lively, colourful arena of picture choice. This was a truly tough category to judge, with excellent entries, but ‘Clichés’ is the clear winner.

CIPR: GOLD AWARD WINNER

Best Website or microsite
Rockwool: Get Innervision

Recent changes to acoustic regulations for internal walls and floors, and a growing awareness of the danger of combustible materials, provided Rockwool with the ideal opportunity to take advantage of the market. Innervision, a highly targeted web-based campaign, offered a unique perspective on internal walls and floors that only Rockwool could give. The campaign aimed to increase awareness of Rockwool's Solutions, generate 3,000 unique website visitors, achieve an email click-thru rate of 6%, and produce a 2% response rate to the direct mail online. They used a mix of PR, Email, D-mail and Dynamic Content tailored to audiences. Objectives were beat by understanding their audience and developing a website and associated campaign. The judges were impressed with the level of detail, segmentation and creativity used.