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2011 IMA Awards: Print/Web Bundle
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- The Economist: FedEx – Exploring Our Changing World
- Time Inc. Branded Solutions: Microsoft Make Education Great
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The Economist: FedEx – Exploring Our Changing World
 Talk about delivering. What better way to show decision makers FedEx’s ability to help companies profit from changing world business trends than a campaign joining FedEx’s global footprint with The Economist Group’s (TEG) global outlook and editorial integrity. Manifested both in print and on the Web via custom site Experience.FedEx.com, this incarnation of TEG’s Explore Our Changing World program ran from September 2010-March 2011.
The Web site engaged users with data and articles prepared by TEG’s business research arm about world trends in eight categories, and featured a dynamic interactive map detailing FedEx’s footprint and shipping information. Print advertorials produced by TEG drove traffic to the site, and augmented reality ads led readers into an interactive experience featuring Economist Intelligence Unit content that could only be unlocked by joining keys found in print and online.
The results speak volumes in any language. The campaign saw a 415% increase in unique site visitors, 660% increase in page views, 1,015% incease in minutes spent on the site and more than 600,000 Facebook likes.
Fast Fact: In the spirit of collaboration, FedEx monitored the visitor data and TEG monitored the social media campaign on Facebook.
Time Inc. Branded Solutions: Microsoft Make Education Great
 Time Inc. used its book smarts to leverage both its expansive reach in the education-focused consumer market and back to school time in the Make Education Great campaign it created for Microsoft.
Microsoft’s goal: To motivate consumers to upgrade their Microsoft Office 2010 software. Time Inc.’s solution: To use both print–nine magazines–and a custom Web hub to provide a platform for parents, teachers and students to share ideas for bettering education. Print components included a Time For Kids Teacher’s Guide, and the Web site featured a contest inviting people to write their thoughts on how to make education great with a grand prize of $25,000 for the winner and his or her school.
Additionally, Time Inc. Studios produced a “Get Inspired” Web series featuring people who are currently impacting education sharing their and embodying the Microsoft message of real, everyday folks using the company’s technology. Microsoft’s messaging, use of Microsoft Office software was woven throughout the print and Internet campaigns. We give it an A+.
Fast Fact: Participating Time Inc. magazines were Sports Illustrated, Sunset, Smithsonian, Travel + Leisure (through the partnership with American Express Publishing), Essence, Time, Southern Living, Money and Time For Kids.
Honorable Mentions:
- Condé Nast: Ones to Watch
- Entertainment Weekly Magazine: EW & Honda—Opposites in Harmony
- MediaVest: Decorating with Walmart
- Source Interlink Media: Ford Edge
- Time Inc. Branded Solutions: Kenmore Runway to Washer
- Time Inc.—Sports Illustrated: Sports Illustrated Greatest Bracket Ever presented by Miller Lite
- WebMD / WebMDBaby: Gerber 2010 Integrated Platform
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