Milton Keynes marketing agency, Graymatter, has fended off EasyJet, O2, Vodaphone and Ingredion to win the 2017 Marketing Society Excellence Award for ‘Communicating Effectively’ (Business to Business). The recognition for the success of the highly creative ‘FairITales’ campaign for the UK’s third largest software provider, Advanced, has come hot on the heels of being shortlisted for ‘Rebrand/Relaunch Strategy of the Year’, again for Advanced, at this year’s DRUM Marketing Awards.
Graymatter Managing Director, Dean Gray, said: “I’m immensely proud of the Graymatter team for being bold enough to develop the FairITales campaign. The idea to use fairy tales to sell business solutions, as well as support the new Advanced brand in challenging their competitors, many of which are global brands, was designed to promote our client’s track record of delivering ‘right-first-time’ solutions that end in ‘happily ever afters’ for their customers.
We’re honoured to have had our work for Advanced recognised alongside some of the UK’s, and world’s biggest brands and agencies in both international categories. Argos scooped the Rebrand/Relaunch Strategy of the Year which was well deserved. For us, being the only business rebrand strategy shortlisted amongst an array of consumer giants at DRUM, and winning the Excellence award over and above three Superbrands last week, is a sign that our Value Creation model generates the significant results required to be even considered for these awards.”
The FairITales campaign took common business issues and used stylised imagery and specially adapted versions of classic fairy tales and stories to ‘rescue the day’ with Advanced’s solutions. With Cinderella, it was put to recipients that ‘No-one wants their infrastructure turning into a pumpkin at midnight’, and with Goldilocks they were asked if they were ‘Still trying to find a solution that’s just right?’ Return on investment on this campaign has been extremely high, with the sales pipeline target exceeded three times.
Graymatter Managing Director, Dean Gray, concluded: “We’re currently working with a number of major brands with local UK headquarters, such as BP Fuel Card UK, World Vision UK and NHBC in Milton Keynes, Nissan Fleet GB in Cranfield and Vauxhall Fleet in Luton.
With all of our clients, our aim is to identify what success looks like for them before we begin any work. Starting at the end means that we can work side-by-side to achieve the same goals. And, ultimately, deliver excellence and sustainable growth.”