The best b2b marketing campaigns of 2012

3 min read

So, we like to keep an eye on what the poms are doing on their side of the pond (we have a few natives on the ground over there) and something that caught our interest towards the end of last year (before Christmas got in the way) was the annual b2b marketing awards, held in London. Here are our top 3 favourite entries:

Award No.1: (For seamless weaving of multi-media)

OgilvyOne, CHI, Carat, iProspect, Rufus Leonard and Blue Rubicon for British Gas Business’ “Energy Live” campaign.

This is a cracking multi-media campaign that helped transform British Gas Business from being perceived as an expensive commodity seller, to a true business partner. It’s a great ‘real-life stories’ idea, centred around the challenge of businesses becoming more energy-efficient, but what we love the most about it is the wealth of different media that was used - from press ads to online documentary video content - and the fact that it used true stories about real businesses, rather than just marketing spin.

See one of the videos here and click here to read the case study (registration required).

Award No.2: (For making us laugh on a budget)

Marketing Options International for Networks First “Dinoverts” campaign

The reason we love this one is simple : it’s funny and it was done on a shoestring : proof that you don’t need big budgets to create a great campaign. (Plus we love anyone who can make us laugh). The budget was less than £30,000 ($AU45,000) for a 6-month campaign and the creative speaks for itself.

Check it out here.

Award No.3: (The ‘Green with envy’ award, for a lovely juicy positioning and rebranding project)

DNX brand repositioning for SITA

Here’s the story : SITA is a communications and IT specialist working in the air transport industry. Despite being one of the industry’s great innovators, and despite being at the heart of the astonishing technological advances sweeping through air transport, SITA’s image and reputation didn’t reflect this.

Here’s the creative, and here too. See what happened when the guys at DNX got their hands on them.

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