MEC India bags "creative use of media' award at Festival of Media Awards 2012

MEC India has won a prestigious award at Festival of Media Global Awards (FOMA) 2012 under the category "Creative use of media' for their work titled, Night Hammer done for their client Colgate-Palmolive India Limited. This category rewards the innovative use of media, seeking examples of brands using media to create cut-through, based on the channel, placement or format. The winners were announced at the awards ceremony in Montreux, Switzerland.

The main objective of the campaign was to change brushing from a morning only ritual and inculcate the habit of brushing at night.

Commenting on the innovative strategy used by MEC India for their Colgate Dental cream campaign, Shubha George, Chief Operating Officer, MEC, South Asia, said "Since newspaper reading is another morning-only phenomenon, our integrated media strategy was led by a historic innovation - the creation of India's first ever night newspaper".

MEC came up with an innovative idea to distribute newspaper door-to-door at night. This was a first-of-its-kind campaign in India executed in partnership with a leading daily in Andhra Pradesh. The publication carried regular news updates along with smartly woven messages on the benefits of night brushing. The campaign reached 1 lakh households through 720 newspaper vendors across 32 depots in Hyderabad. As an outcome the brand health measures went up in the market share.

The Festival of Media Awards reward creativity and innovation that is at the heart of effective media communications. The theme for this year's festival was 'when data becomes insight: the beauty in numbers and the science of storytelling '.

Further expressing her delight on receiving such distinguished title for their creative work, Shubha George, COO South Asia, MEC said "It is a great achievement for MEC India to win such a prominent award at a global platform. We at MEC constantly keep looking ahead and evolving to actively engage our clients' consumers. We have always believed in diversifying our communication capabilities enabling us to deliver genuine integrated thinking to our clients. Night Hammer is a sterling example of an actionable insight converted to an innovative solution."