2012 Winners & Shortlists

The Brief

Orbit Showtime Network wanted to leverage upcoming social events in order to promote their exclusive HD programmes on Sky News HD. The Royal Wedding became a focal point in our strategy to reach key journalists in on- and off-line media.

Creative Execution

The invites were beautifully crafted, just like the originals, but came with a cheeky twist. Ours stated that getting a clear view of events inside the cathedral would be almost impossible, so we then offered the perfect solution: "Subscribe to Sky News HD today and enjoy an unsurpassed view of the ceremony, in glorious HD.

Describe the creative solution to the brief/objective.

We wanted to capitalise on the huge media frenzy which surrounded the royal wedding, so we printed our own version of the official invite which we then mailed to key journalists.

Results

The invite engaged the editors of influential magazines such as Esquire, Rolling Stone, Time Out as well as the two biggest regional newspapers, who then covered the story of the stunt. Radio and TV channels followed and conversations started on blogs. With offline media alone, the 100 invitations reached an estimated 776,000 people, costing us only US$ 0.0018 per contact.