18/11/2011
Last Friday saw fuse8 win big at the 2011 DADI Awards. The awards, which celebrate and reward effective digital campaigns and strategies by UK companies and agencies, were in association with Leeds Live it Love it and took place in Saviles in Leeds.
fuse8 took the award for its world-record breaking ‘Squidgy Energy’ campaign for Soreen. The campaign took place across six weeks, culminating in a mass-participation World Record attempt to generate the most cycle-powered electricity in 24 hours. A powerful campaign microsite was developed to allow people to register for the event in allocated time slots and then confirm their requirements.
The site featured live feeds from Twitter and Facebook, a downloadable widget for the desktop, and even a live UStream video feed during the actual event itself. The site was also developed to handle three distinct stages; before the event, during the event and after the event. It was built with full Content Management System capabilities so that the content and management information could be accessed by all parties involved.
The world record attempt, held at Manchester Velodrome, saw frenetic online PR activity draw participants to register for the one hour slot on one of 50 state-of-the-art kilowatt bikes, the challenge was to then generate more than 12,953 watt hours in a 24 hour period.
Ongoing social media commentary as well as live casting of the event via UStream recorded the team smashing the record and delivering the brand to a new, wider audience.
The record managed to raise a serious amount of cash for Manchester based cancer charity; The Christie. Soreen’s original ‘5p for every watt hour generated throughout the event’ was then superseded by a huge donation of £10,000 to the charity – more than doubling the original total raised.
Also at the DADI awards, fuse8 received a commendation for the agency’s Intelligent Landing Pages for Persimmon. The same technology that recently won another award at the UK Search Awards in October.
Speaking about the win, Kevin Charlton, Creative Director for fuse8, said: “We had a great deal of fun with this project, and we were over the moon when the world record was broken. The event managed to raise a lot of money for the charity, and the client was really happy with the campaign, but this award is the cherry on top!”
Visit http://www.dadiawards.com for more information, pictures and video of the awards ceremony.