Madrid-based international agency MARCO has once again been recognized at the Mercury Excellence Awards, winning 3 Bronze Awards in its 2019/2020 edition. Thanks to these 3 new awards, the agency now totals 64 Mercury Awards since its foundation 18 years ago.
The categories in which MARCO has been recognized with a Bronze Award in this edition include the category ‘DVD/Online: Public Awareness Campaign’ which it entered with Friends of Glass, the category ‘Promotion/Marketing: Product Awareness’ with Mattel, as well as the category ‘Social Media: Campaigns’ with Subway.
● Friends of Glass #IchooseGlass / ‘DVD/Online: Public Awareness Campaign’.
MARCO developed a campaign to raise public awareness about the benefits of using glass-packaged products as a way to protect our oceans and the environment. This campaign, based on the slogan #IChooseGlass by Friends of Glass, served to educate the Spanish public on the importance of changing their consumption habits in favor of glass-packed products.
The campaign was developed on social networks through a series of videos featuring the brand’s ambassadors, including public figures such as lead ambassador Maxi Iglesias, as well as Marc Clotet, Natalia Sánchez, Isabel Llano and José Lamuño. MARCO designed a campaign narrative that was based on data illustrating the main virtues of using glass-packed products and was carried out through the creation and publication of five videos. The main video recreated a meeting between the brand ambassadors, in which they discussed the benefits of using glass-packed products instead of other materials, and the remaining four videos were one-on-one interactions between Maxi Iglesias and the rest of the ambassadors.
This campaign helped increase public awareness of the use of glass and the benefits of choosing products that are packaged with this material, consequently increasing the use of glass in Spain. The great results of the campaign include more than 2.5 million views, more than 8 million impressions, as well as engagement exceeding 900K.
Karen Davies, head of communications at Friends of Glass, stated that “Friends of Glass is honored to have won bronze at the Mercury Awards in the Video category. We are very proud of the campaign #YoElijoVidrio and Recycle it, which has achieved great results thanks to the excellent work done by MARCO. Having received this recognition at an international level is an incentive to continue working in this line: quality videos that achieve an effective balance between creativity and strategy.”
- Barbie 60th anniversary para Mattel / ‘Promotion/Marketing: Product Awareness’
As part of its 60th anniversary and as a continuation of its «Sheroes» program launched in 2015, Barbie paid tribute in 2019 to more than 20 diverse and inspiring female role models who have made a significant impact, known as Role Models.
In Spain, MARCO led the Role Models program, including the selection and activation of the three ambassadors for Spain: singer Alaska, Paralympic athlete Desirée Vila, and scientist Nerea Luis. Through these ambassadors and several influencers, the campaign’s narrative was developed and activated simultaneously across all social media and traditional media channels to maximize its reach.
Additionally, an event was held with brand ambassadors, attended by 32 journalists and 15 influencers, to further promote Barbie’s values. The event began with a photoshoot, followed by a press conference featuring the brand’s spokesperson, the three brand ambassadors, and three young and well-known YouTubers: Alexity, Valeria, and Melani. At the end of the conference, various videos were recorded with the influencers, and a press release with event images was distributed to maximize the campaign’s impact and generate further coverage.
As a result, the campaign successfully communicated Barbie’s key messages and values as a promoter of girls’ development and empowerment. To date, it has achieved over 50 high-quality media coverages, a total audience of 121,805,315, and an AVE of 266,930 euros.
Celine Ricaud, Head of Marketing Iberia at Mattel, stated:
«Barbie’s purpose throughout its 60-year history has been to inspire girls through play, and we are very happy with all the work we are doing. For us, it is an honor to have received this Mercury Excellence Award thanks to the outstanding results achieved by MARCO. We will continue to put all our efforts into ensuring that girls know they can be anything they want, without limits”.
- Subway #MiOrgullo #MyWay / ‘Social Media: Campaigns’
MARCO developed an awareness campaign with its client Subway Spain to connect with consumers and share the brand’s core values related to the Subway Manifesto, leveraging Pride 2019. The #MiOrgullo (#MyPride) #MyWay campaign highlighted Subway’s philosophy of doing things the way people want, while also positioning the brand as a company that supports freedoms and citizens’ rights, including the LGBTQI+ community.
The agency carried out a digital campaign combining social media content with an influencer marketing campaign, aiming to spread content related to the Manifesto and allowing users to identify with the values it promotes. The values and messages of the Manifesto were: ‘Personalizable, Unique, Tasty, My Way, Open, and I Am.’ To expand this strategy, six micro-influencers were selected, each aligning with one of the campaign’s messages and philosophy. MARCO designed two videos and five visuals for Instagram and Facebook, which were published daily from June 28 to July 6, showcasing how the influencers embraced the #MyWay philosophy.
The campaign engaged the general public through Facebook and Instagram, generating over 1 million social media impressions and more than 25,000 interactions. It reached over 50,000 people through influencers and achieved more than 45,000 Instagram Story views.
Inês Fonseca, Marketing Manager Mediterranean Europe at Subway, emphasized:
«It is an honor for Subway to have received the bronze award at the Mercury Awards in the Social Media category. The digital campaign #MiOrgullo #MyWay, carried out by MARCO, represents a significant step for Subway in showcasing its new philosophy and values. We are pleased that it has been recognized internationally.»The Mercury Excellence Awards are among the most prestigious awards in the global PR industry. These three new awards, achieved through significant creative, PR, and social media efforts, strengthen MARCO’s international reputation for its distinctive 360º campaigns.
Didier Lagae, CEO and founder of MARCO, highlighted:
«I would like to thank our clients for their trust in developing our creative campaigns, as well as for their support and appreciation. We are very happy with the results and the hard work of all our consultants in ensuring, once again, that we stand out among the best communication campaigns globally.»