“Technology with Purpose”, of Cheil Spain for Samsunghas received Gold in the category Best Demonstration of Social Brand Purpose in the Efficiency Awards 2024. For its part, “Full stop”of Unoentrecienmil Foundationhas been highlighted as Best NGO Campaign.
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Best Demonstration of Social Brand Purpose
“Technology with Purpose” is the brand platform of Samsungand under it the company includes technological initiatives and projects aimed at breaking barriers through technology. Over the last ten years it has developed more than 30 actions spread across four central work areas: education; culture, accessibility and well-being; and employability and entrepreneurship.
However, the case that the jury has evaluated and that is included in the results book of the Eficacia Awards, has been that of “Unfear.” It proposed a technological system designed in collaboration with the Spanish Autism Confederation and nine other specialized entities and designed to minimize the discomfort that loud noises such as dog barking, the bustle of a crowd or the noise of a car can cause people with autism. train.
The development was based on an application with artificial intelligence and wireless headphones Galaxy Buds 2Pro with system noise cancellation. All of this provided a kind of sound airbag to help users with autism to be present in social environments without fear of suffering loss of concentration or panic attacks.
The results
Among the results, Samsung highlights the impact on unpaid media, the improved brand perception or the improvement in the quality of life of the application’s users. The campaign also managed to increase product sales by 70%.
Category Social Brand Purpose
Samsung competed in Best Demonstration of Social Brand Purpose along with others 6 brands: J&B, Fundación Colacao, Grefusa, Iberdrola, LaLiga, and Yoigo.
The technology company picks up the baton from J&B, which won an award last year for “There’s a desire to celebrate us,” created by the creative agency El Ruso de Rocky.
Best NGO Campaign
Unoentrecienmil Foundation, which promotes research projects for the complete cure of childhood leukemia, has been awarded Gold in Best NGO Campaign for “Full stop.”
The campaign aspired to have the audiovisual piece with the longest credits in history. It started with a single scene, set in 2035, about the definitive cure of childhood leukemia as the end of a story, and for this it had the actors Luis Tosar and Blanca Suárez, who participated in solidarity. After the sequence, the credits appear, composed of the names of the people who have collaborated with the foundation and which it hopes to expand as more people join.
The campaign featured director Santiago Zannou and producer Lobo Kane. In addition, rappers Ambkor and Chojin provided their music and the Somos5 and La Panadería teams were in charge of the audiovisual and sound production.
For its part, the Dos Cerebros team developed a system so that the signatories were automatically included in the credits of the piece.
The initiative was amplified with a presence in “El Hormiguero”, in the JCDecaux and Metro de Madrid stands; and also thanks to Grupo Prisa and Publicis Groupe.
The results
As stated in the results book of the Eficacia 2024 Awards, in the first 48 hours of the campaign, almost 29,000 people signed the campaign, and 38% joined the credit titles. From start to finish on December 31, 2023, the project received 228,000 visits and 32,600 leads.
Conversions to partners have significantly improved: 1 in 33 contacts made a monthly commitment to the NGOadding 859 new ones, that is, 359 more than the stated objective. The foundation closed 2023 with membership growth of 47% compared to the previous year.
Best NGO Campaign Category
Fundación Unoentrecienmil competed in this section with other 3 brands: Asindown, FELGTBI+ and MD Anderson Cancer Center Spain Foundation.
The association has picked up the baton from the Ronald McDonald Children’s Foundation, which achieved recognition for “Captain Olson”, from the creative agency TBWA and the media agency OMD.
The Efficiency Awards 2024
Regarding the general balance of this 26th edition of the Eficacia Awards -organized by the Spanish Association of Advertisers-, a total of 284 cases were submitted to them. The Eficacia 2024 short list has been made up of 103 cases (36.2% of the total) corresponding to 58 advertisers and 81 agencies.
The total number of trophies awarded in this edition of the awards has been 41 – excluding the special recognition and including both the Grand Prize and the Awards for Media Agency of the Year and Creative Agency of the Year -, among which are 11 gold, 14 silver and 13 bronze achieved by 26 advertisers, 34 leading agencies and 16 collaborating agencies.
More info: Complete list of winners of the Eficacia 2024 Awards