Double MMA award win for Who Killed Summer?

The Mobile Marketing Association (MMA) announced the winners of its Fifth Annual Global Mobile Marketing Awards on 17th November in Los Angeles.

These awards recognise companies and their campaigns across the globe for spearheading the adoption of the mobile channel for marketing purposes. Winners are selected by a commitee of global industry leaders from wireless carriers, technology and content providers, agencies and industry publications.

And we won!

Who Killed Summer? won Best Mobile Campaign Overall in a three-way tie with TIM Father's Day + UPS Jobs.

It also won the award for Cross-Media Integration Campaign (Europe, Africa + Middle East).

Amazing stuff!



Who Killed Summer? is an online drama that took place across the summer set against the backdrop of the European festival scene + targeted at a young, hyper-connected audience. Sponsored by Vodafone, Who Killed Summer? is a collaboration between MWorks, Hideous Productions and Big Balls Films, with OMD and Cake responsible for the media campaign and project co-ordination respectively.

Demographics are dead..

It's funny how the TED Talks seem to magically answer the questions that are going around in your head.

I've been thinking lately, as we work more and more on 'content' briefs, that the traditional approach of developing a proposition to connect a brand + a story with its intended audience just doesn't work here. Different people connect with stories in different ways, depending on who they are, what they're into, what they've experienced themselves + what they're looking for.

Novelist Chimamanda Adichie talks about the temptation to form an opinion on a person or a place based on just one aspect of its being. A person, a place, a situation cannot be described by just 'one story'. It is what it is because of the multiple stories that have shaped it.

By taking the time to appreciate the many stories that surround who we're talking to will help us understand how we are all different, instead of how we are similar. Afterall, everyone is unique + wants to be seen as an individual, not as part of a demographic group.

So rather than transmitting a single message designed to appeal to a large audience based on just one aspect of their being, we can instead engage all sorts of people in different ways, through the various aspects of the story we're telling. Enabling them to interpret it in their own way, take what they want from it, share their thoughts, debate, hypothesise - and ultimately demonstrate their individuality- all of which allow us to connect with them on a much deeper level.