Central Pa. (May 19, 2014) – Gavin™ Advertising is proud to announce it has won the Gold 2014 Summit Creative Award in the category of Consumer Direct Marketing for its MINI Envy campaign on behalf of MINI of Baltimore in September 2013. The Summit Awards recognize the most prestigious work from small and medium-sized creative firms throughout the world.
Gavin designed the campaign for MINI of Baltimore to increase test drives and sales through social media and word-of-mouth marketing. The campaign centered on MINI of Baltimore surprising four contest winners at their homes or offices with a VIP test drive. Gavin selected winners from those who entered on MINI of Baltimore’s Facebook app or website.
The MINI Envy campaign also featured a social media element. MINI asked its social media followers questions such as “Why do YOU wish you were in a MINI?” or “Why do YOU have MINI Envy?” and encouraged MINI’s social media followers to post responses on Instagram, Twitter or Facebook with the hashtag #MINIEnvy. Gavin selected a #MINIEnvy fan of the week who received some MINI swag to prompt interaction.
“The Summit Creative Awards target small agencies doing bold and innovative work that supports clients’ goals,” said Mandy Arnold, president of Gavin Advertising. “We feel honored to be recognized for this campaign, which took an interactive approach to engage the consumer and drive traffic to its social media presence and website.”
The campaign increased MINI of Baltimore social media reach by 2,813 percent over September 2012. Additionally, website views, email leads and phone calls all increased by 29 percent, 83 percent and 11 percent respectively compared to September 2012.
Since 1994, the Summit Creative Award has enabled creative firms to receive the recognition they have long deserved. This international advertising competition offers participants a unique opportunity to showcase their talents alongside similarly positioned agencies, and to have their work judged by experts in the advertising field.