MERCADEO Versión en español
Contours Campaign From FCB Chicago Wins Super Reggie Award
Liz Unamo| 20 de abril de 2017
La campaña permitió a los padres experimentar los coches
The Baby Stroller Test-Ride campaign from Contours, created by FCB Chicago, has taken home the top prize -The Super REGGIE- in the 2017 REGGIE Awards competition.The award was presented at the REGGIE Awards Gala dinner held on the opening night of the ANA Brand Activation Conference at the Westin Chicago River North hotel. A total of 70 awards were presented to top agencies and brands for the best brand activation marketing campaigns of 2016 across more than 20 separate categories.The event culminated with the Super REGGIE announcement, honoring Contours and FCB Chicago for the best campaign of 2016 chosen from the Gold category winners.“We congratulate all the winners and our thanks go out to everyone who participated in the competition” said ANA’s CEO, Bob Liodice. “The REGGIE Awards have existed for almost 35 years and each year the competition gets tougher, so the winners should be particularly proud of their achievement.”In the campaign, Contours let parents experience first-hand what their baby experiences when riding in a Contours Baby Stroller by creating an adult-sized replica of the Bliss, one of the company’s best-selling baby strollers, and invited shoppers to try it via the Baby Stroller Test-Ride. The unique, in-store product demonstration helped parents make a more informed decision, by proving the safety, comfort and ergonomics of the Contours Bliss Stroller.Categories in the competition ranged from global execution to national and local campaigns with different budget levels down to specific discipline options. Disciplines included experiential, digital/social media, sponsorship, and cause marketing, plus two categories for retail- and shopper-focused campaigns.The award name, REGGIE, was originally chosen because it symbolizes results by “making the cash register ring” with consumers. The Super REGGIE recognizes the highest level of achievement and is awarded to the “best in class” from the Gold category winners.
