Winners & Shortlists

END THE AWKWARD

TitleEND THE AWKWARD
BrandSCOPE
Product/ServiceBRAND
Category F02. RESPONSE/REAL-TIME ACTIVITY
Entrant Company GREY LONDON, UNITED KINGDOM
Advertising Agency GREY LONDON, UNITED KINGDOM
Media Agency MEDIACOM London, UNITED KINGDOM
Production Company BISCUIT FILMWORKS London, UNITED KINGDOM
Credits
Name Company Position
Nils Leonard Grey London Chief Creative Officer
Vicki Maguire Grey London Deputy Executive Creative Director
Lex Down Grey London Creative
Jamie Starbuck Grey London Creative
Holly Blackwell Grey London Agency Producer
Bill Scott Grey London Managing Director
Katharine Easteal Grey London Account Management
Sophie Fredheim Grey London Account Director
Rosalie Jones Grey London Account Management
Matt Tanter Grey London Planning Director
Mike Alhadeff Grey London Planner
Jeff Low Biscuit Filmworks Director
Daniel Bronks Biscuit Filmworks Director Of Photography
Kwok Yau Biscuit Filmworks Producer
Anne Perri Workpost Editor

Creative Execution

Spending media-money wisely the films aired as a ‘roadblock’ event on C4. This was followed with targeted online pre-rolls/VOD and cinema spots. Their call-to-action directed people to online content aimed at extending the conversation. This included a Facebook quiz asking people to test their awkwardness levels, behind the scenes material from the shoot days, and a full programme of content @Scope.org.uk/awkward tailored each week to fit the film’s themes. It didn’t stop there: We then created a bespoke Buzzfeed article broadening the reach and continuing the conversation and ambassador Alex Brooker took to Reddit for Scope participating in an online Q and A around the campaign and his involvement.

The results so far: 1.3 million views on Youtube. Over 100 stories in the media (including international television, radio, websites and newspapers). Coverage on BBC News. 800k views (in one day) of an article exploring awkwardness. Over 5000 tweets using #EndtheAwkward Facebook activity saw over 130k people actively engaging with the campaign. Over 65,000 people took our End The Awkward Quiz on Facebook. Smashed twitter engagement targets by 500%. The campaign was successful in increasing awareness of Scope amongst the target audience, from 7% to 12%. As a result of the campaign, 81% of people who saw the campaign think differently about disability.

The campaign objectives were to Significantly raise the general public’s awareness of the issues faced by disabled people Clearly establish Scope as a force for change that is tackling these issues Establish Scope’s authority to do this The target audience was young urbanites, 25-30 – as this group is most likely to have least proximity to disabled people, but potential to be cultivated as long term supporters. The insight was that of 'innocent ignorance' - most people don't want to discriminate towards disabled people; they just don't know how to act. From this insight, we created the 'End of Awkward' - a socially led, integrated campaign. The insight shaped our social campaign; we created content especially for social channels based around everyday situations where awkwardness could arise, such as at work or social settings. The content was then seeded and encouraged to be shared.