Best digital B2B marketing campaign - Winner

Best digital B2B marketing campaign

Winner: ITN Source

Agency: Mabox

Campaign: Cut to ITN Source

Unfortunately ‘stock footage' is a dirty word in the advertising industry. There are two reasons for this: firstly, creatives gain more kudos from shooting their own footage, and secondly, many creatives' past experience with stock footage has been poor. The challenge for ITN Source was to prove that archive footage is a valuable addition to any creative's arsenal.

The campaign needed to:

- Build awareness of ITN Sources capabilities amongst the untapped market of the cynical advertising industry

- Drive users to the ITN Source website and capture registrations

- Promote word-of-mouth and online recommendations within the target communities.

Advertising professionals are highly judgemental of any promotional material they receive. Most is met with the response ‘I could have done better' and dismissed. In addition far too much uninspiring mail passes across the desk every day. The only way to get under the radar of such people is to wow them with creativity. The most appealing ideas are irreverent and intriguing and don't involve anything as tedious as opening an envelope. Advertising executives also have a magpie instinct and hoard anything of interest which might provide future inspiration.