These modern companies have been intelligent at delivering efficient information throughout troublesome instances
In a rapidly changing ecosystem, media agencies are playing an increasingly important role in helping brands deliver marketing to consumers with maximum impact. Modern media agencies need to get extra creative in order to break through an increasingly confusing media landscape, and the best media plans of the past year have found ways to innovate – from deepfakery and using data to run ads 24 hours after training to hair salon demonstrations and Awkwafina She gave her voice to the New York Train 7. In 2020, media plans also had to evolve in order to cope with the changing media habits of consumers in the wake of the global crisis. Adaptability and versatility were more important than ever and were the cornerstones of many of our Media Plan of the Year winners, especially those released during the Covid-19 pandemic. – Eric Oster
Comedy Central (in the house) | Awkwafina is Nora from Queens | Categories: Best in Show, Best Use of Alternative Media, Best Use of Experiential in Campaigns Spending Less than $ 500,000, Total Campaign $ 5 to 10 million, Best Use of Language
Danielle Levitt for Comedy Central
Comedy Central went out of its way to promote Awkwafina Is Nora From Queens, making its star the voice of the 7 train on the New York subway system that runs through the heart of Queens.
In the innovative stunt, Awkwafina read an original line by the Comedy Central team for each subway station and leaned into the voice of the comedic star with original content instead of rehashing the lines from the show.
The attention grabbing activation paid off, garnering nationwide attention, and adding over $ 10 million in additional media value and 36 million media impressions. Comedy Central backed the show's debut with a social media campaign and a sequential YouTube campaign that turned a full episode of the show into a skippable ad.
The buzz generated by the campaign, including a social push for Awkwafina's Golden Globe win for her appearance on The Arrival, drew 3.8 million viewers for the show's debut, making it Comedy Central's biggest premiere since 2016 . —Erik Oster
(Read the full story about the winner of Adweek & # 39; s Best in Show here.)
Comedy Central (in the house) | South side | Category: Total campaign over $ 10 million
To promote its new comedy South Side, Comedy Central focused a promotional campaign on the show's title location to stir up local pride.
A large-scale OOH campaign included a station takeover at the Sox-35th L station near Guaranteed Rate Field, home of the Chicago White Sox, an activation Comedy Central has reportedly seen 8 million Chicagoans.
Comedy Central also hosted screenings at local barber shops offering free haircuts to customers, set up its own pop-up at ComplexCon Chicago, and added local radio, television and print ads to the mix.
The approach was complemented by a national broadcast campaign on targeted networks, including a spot during the NBA draft about the selection of the Chicago Bulls, and an online expansion with video and expanded social placements.
The effort helped make South Side the # 1 comedy premiere in 2019 and the best cable comedy among African American viewers, with 2.2 million viewers. South Side also debuted as the most socially engaged series in Comedy Central history at the time.
It turned out to be incredibly popular with local viewers. In Chicago, ratings for the start of the series increased 444% and the Chicago series increased 11%.
"We're really looking to be creative and disruptive to make sure we not only check all the boxes from a media buying and media planning standpoint, but also make noise and get attention in more unique and disruptive ways," said Comedy Central svp, Consumer Marketing Shawn Silverman tells Adweek. —E.O.