A social media push with a budget of just £500 has won the Chairman’s Award at The Grocer’s Marketing, Advertising and PR Awards.
The campaign for whisky brand Jura was selected standout creative winner of The Grocer’s MAP Awards, announced via a live webcast last Friday.
Agency Holler created the push in July 2013 after the island of Jura - where the whisky is produced - disappeared from Google Maps. The brand posted a map and image showing the island had gone, with social media users asked to mark where the island should be. The campaign - which was developed in an hour - attracted huge amounts of coverage, 2.8 million Twitter impressions and was worth an equivalent media value of £214,393, said Jura.
The push won the Digital & Social Media category, and was selected by awards chairman Louis Loizou, creative director at Ogilvy, for his special accolade.
“A witty and instantaneous reaction to Google’s blunder, which not only poked fun at their cock-up but gained great brand recognition for Jura, all for the cost of a case of the 16-year-old whisky,” he said. “This is a campaign that gives social media a purpose.”
For a full list of the 11 creative category winners and nine agency winners, see www.map-awards.co.uk.