SEATTLE – The people have spoken! At the 18th Annual Webby Awards, two Wunderman campaigns topped their categories to win People’s Voice awards. Wunderman Seattle’s “Doctor’s Note” campaign, promoting the launch of Xbox One, and Colombia’s “FIFA 14” for the popular Xbox soccer game, secured the highest number of votes in the Consumer Electronics and Sports categories, respectively.
“Gamers respond best when they know we understand them”
As part of the Xbox One launch, Wunderman Seattle created a “doctor’s note” to help fans get out of prior obligations so they would have time to play with their new console. The result was a customizable, Mad Libs–style form letter that gamers of all stripes could fill out and share in a tongue-in-cheek way.
“Gamers respond best when they know we understand them,” said Chris Elliott, executive creative director at Wunderman Seattle. “Calling in sick the day of a hot release is a common joke. We took that idea, leveraged their inherent social natures, and gave them an excuse—not only for a day of gaming indulgence, but to broadcast their excitement to other gamers and even beyond to family and friends.”
To announce that the FIFA 14 Xbox game now includes the Colombian soccer league, Wunderman/Y&R Colombia called upon pro gamers to recreate the goals and plays made on the pitch, as a Colombian match was being aired. When people least expected it, the live game was switched to the FIFA 14 gameplay footage.
With 12,000 entries, the Webby Awards is the leading international award honoring excellence on the Internet. For the People’s Voice Award, members of The International Academy of Digital Arts and Sciences select nominees and the online community votes to determine the winner.
About Wunderman
Advertising Age ranks Wunderman as the #1 global digital agency network. Founded by Lester Wunderman in 1958, Wunderman has 170 offices in 60 countries offering Brand Experience, Consumer Engagement, Data & Insights and World Health marketing solutions. Powered by complex analytics and strategic insight, creative content engages the consumer as participant, critic, creator and champion in always-on conversations to propel our clients’ growth. Best Buy, Citibank, Coca-Cola, Ford, Land Rover, Microsoft, Nokia, Novartis, Telefónica and leading local and regional brands are among them. Wunderman is a member of WPP (NASDAQ:WPPGY) and part of Young & Rubicam Group. For more information: www.wunderman.com.
