Winners of The Drum Awards for B2B revealed: see the winning work

The Drum 19 Nov 2020 07:00
19 November 2020 19:00pm
Gravity Global, Intuit and BBH created some of this year's winning work. Above, The Trade Desk's Halloween campaign

This year, the B2B sector went from global exhibitions, large scale event networking to transitioning teams to working from home.

Brands have had the opportunity to really show consumers what they are made of and it’s time to celebrate those who are showing the industry whose top notch, even when you’re creating the next big marketing campaign from your dining room table.

The Drum Awards for B2B 2020 winners have been revealed with the likes of MRM, Gravity Global, Digital Radish, Essence, Just Media, Lively Worldwide, Media Monks, Adobe, Twitter and The Fresh Group all taking home the coveted Drum gongs.

The virtual ceremony took place on Thursday 19 November. You can catch up on the show below.

Now let’s take a look at some of the award-winning work.

Agency: The Trade Desk & BBH

Campaign: ’As Explained By’

Using everyday metaphors to break down a complex subject demonstrated how the open internet is critical to successful campaigns. A a result, they drove a 23% increase in new web visitors, and significantly improved favourable consideration of the Trade Desk.

Chair’s Award, and Best Social Good Campaign

Campaign: ‘Ask the Expert‘

Beginning in April, an agile team of five produced 80 live shows, reaching over two million customers and garnering 245,000 organic views and over 373,000 engagements. ‘Ask the Expert‘ resonated deeply with small business owners, who spent over sixteen times longer than average watching.

Agency: MRM

Campaign: ‘USPS No Surcharge‘

By creating a gamified augmented reality experience, MRM transformed a mysterious part of the shipping process into something easily understood. All users needed was a piece of mail and their smartphone. Gamification helped USPS reveal exactly how fees affected businesses on a per-package basis, proving themselves the best option for customers.

Best Multichannel Campaign, and Best Brand Campaign

Client: Embraer

Embraer, a Brazilian company, is a world leader in the design and manufacturing of regional jet aircraft, competing against the likes of Boeing and Airbus. While the company is well-known in the United States, Gravity Global was tasked with raising brand awareness in new markets, and increasing sales.

What the judges said: “Beautiful work. It was highly consistent and engaging, a very well executed campaign across channels. The results are phenomenal and make this brand campaign stand out.“

Agency: Lively Worldwide

Campaign: ‘Ericsson Unboxed‘

Designed and delivered at breath-taking speed, the resulting ‘Ericsson UnBoxed Office‘ was a unique series of 22 livestreams, across major social platforms, talking about key issues for Ericsson's audiences ranging from AI and 5G, to security and edge computing. The series smashed those expectations – delivering a net promoter score 9 points higher than MWC, 300,000 average views per session, and over 3,000 new sales leads.

A complete list of winners is available at the website for The Drum Awards for B2B.

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The Fresh GroupThe Trade DeskSylvia SeybelDell TechnologiesBBH
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