Agency Recognized for Work on U.S. Navy's Project Architeuthis
DETROIT, MI -- (Marketwired) -- Jun 05, 2015 -- Marketing communications agency Campbell Ewald announced that it has won two 2015 North American Effie Awards for its work on Project Architeuthis, a fictitious social media-based cryptology game, on behalf of the U.S. Navy. The agency won Golds in the Media Idea and Government, Institutional and Recruitment categories.
Created by Campbell Ewald in 2014, Project Architeuthis was a puzzle-based Alternate Reality Game designed to drive awareness of Navy Cryptology. Engaging a hard-to-reach micro-target of natural born solvers, the multi-platform social campaign successfully fused strategic insight, channel knowledge and creativity into one powerful idea that got players thinking like Navy Cryptologists. Project Architeuthis ultimately helped the Navy reach its challenging Cryptology recruitment goal, making the Navy the first U.S. military branch to implement an Alternate Reality Game socially for recruitment in the process.
The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand's success. Gold, silver and bronze Effie winners were revealed on June 4 at the North American Effie Awards event in New York.
In addition to the recent Effie Awards, Project Architeuthis has earned two Shorty Awards (Best Multi-Platform Campaign and Best Use Of Gamification) and named a Target Award finalist (Business and Consumer Services), shortlist contender for the WARC Prize for Social Strategy and Webby Award Official Honoree (Interactive Advertising / Best Use of Social Media).
Learn more about Project Architeuthis in Campbell Ewald's case study video.
About Campbell Ewald
Campbell Ewald is a full service, fully integrated marketing communications agency providing both traditional and specialized capabilities including advertising; insights and strategic planning; integrated content strategy and development; digital; social, DM/CRM, retail and experiential marketing; and media planning and buying. With offices in Detroit, Los Angeles, New York and San Antonio, Campbell Ewald is part of the Interpublic Group (NYSE: IPG) and is known for creating powerful ideas for clients including Atkins Nutritionals, Clear, Country Crock, Degree, De'Longhi, Detroit Lions, Edward Jones, Energy Upgrade California, Federal Student Aid, I Can't Believe It's Not Butter, Kaiser Permanente, LifeLock, Magnum, MilkPEP, OnStar, Snuggle, TRESemme, UNICEF, USAA, the United States Navy and Western Governors University.
For more information, contact: Marielena Santana for Campbell Ewald [email protected] +1 (646) 561-3296
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