Great news for the Mediahub from Mullen team and client Ask.com who won “Best Use of TV” at the Mediapost Creative Media Awards in NYC last night. They beat-out some really tough competitors as the other finalists were our fellow IPG shops Universal McCann (for MasterCard) and Initiative (for Home Depot).
Here’s the entry describing the Ask.com campaign:
“There was a moment during the Daytona 500 on Fox when Ask.com’s “Crawl” campaign from Mullen took the checkered flag. A trivia question from Ask.com appeared in an animated search box on the screen. An announcer followed with: “We’re not going to tell you, you have to go to Ask.com.” Most of the time during the campaign, however, when the Ask.com search box suddenly popped up during programming — documentaries on National Geographic, movies on FX, etc. — there was no voiceover. No matter, the DVR-proof tactic of weaving in content-related questions and sending viewers to the search engine for an answer was a winner. Knowing some networks would balk at the integration, Mullen approached 30 and persuaded 16 to go along.”
Credits Mediahub from Mullen: John Moore, Executive Vice President, Director of Media Services; Steve Kalb, Senior Vice President, Director of Broadcast Media; Elaine Heilemann, Associate Media Director; Kate Monsalvatge, Jackie Heath, Network Buying Supervisor; Marissa Maltese, Senior Media Planner; Brenna Hanly, Assistant Media Planner; Julie Jaenicke, Network Assistant.