Working on behalf of NHS Blood and Transplant, MediaCom in Leeds took the lead on media planning for a campaign that saw the letters A, O and B dropped from the names of landmark locations, brands and businesses.
The campaign attracted more than 1,000 brand participants, including Google, Coca-Cola, McDonald’s, national newspapers, the Odeon cinema, Waterstones book stores and even Downing Street.
The Missing Types initiative was named Media Campaign of the Year at the Campaign Media Awards in November. The campaign also won the Public Sector and Charities award on the night.
This success follows the campaign winning gold for Media Idea under £250k and silver awards for Media Creativity and Small Collaboration (budget under £250k) at the Media Week Awards in October.
The Missing Types campaign, in collaboration with brand agency Engine, led to 30,000 new donor registrations during National Blood Week 2015, an increase of 20,000 donors on the previous year.
Traffic to blood.co.uk from social media sources rose 350% year-on-year, almost 500,000 people engaged with the campaign on Facebook and nearly 700 pieces of news coverage was generated.
Simon Price, Managing Director at MediaCom in Leeds, said: “The Missing Type campaign was really powerful and we are delighted that our team had the opportunity to be involved in such an influential campaign.
“The campaign had an overwhelming response from the public as well organisations as over 1,000 well-known brands got involved. We joined in and removed the letters A and O from our sign and encouraged our clients including Tesco, Sony and Innocent to also get involved.
“We worked in partnership with some highly talented and creative agencies to deliver remarkable success for NHS Blood and Transplant. We are delighted to be recognised by some of the most prestigious awards in the industry. To bring them back to Leeds is an incredible achievement and testament to our talented team.”
The central idea and PR for the campaign was led by Engine, creative was by Mullen Lowe, Carat managed the media buying, 23red were responsible for brand partnership and Twentysix were appointed for organic social.
During the ceremony, MediaCom, which has six offices across the UK and Ireland, won ten gongs including gold awards for Best Total Communications Programme for Churchill, Best Use of Branded Content for Scope and Best International Media Campaign for Danske Bank.
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