Carat picked up two trophies at the annual Media Week Awards at the Grosvenor House Hotel in London last night. 

The Media Week Awards are the largest in the media industry and are judged by a panel of experts representing some of the top minds in advertising. Carat was shortlisted for a record five awards, having entered a total of seven. The great news is that we won two Golds – for the same campaign but in different categories, which is very unusual.  

NIVEA Invisible for Black & White won both Best Collaboration (under £250k) and Best Media Launch.  Here’s the synopsis of the campaign:

Nivea wanted to find a way to cut through the cluttered deodorant market with its market with its new product, NIVEA Invisible for Black and White.  The deodorant is the first to protect clothes from those yellow stains and white marks, and NIVEA wanted a campaign that would engage consumers and bring its functional to life.

Through a partnership with online retail site ASOS, Carat developed an idea that would promote the benefit of “stain protection” and link NIVEA Invisible for Black & White with classic black and white outfits. ASOS designers created four limited=edition dresses, which people could win by entering an online style challenge.

The competition was promoted through ASOS’s bought, owned and earned media; including advertorials, a microsite, social media, newsletters, magazines, individual emails and a permanent icon on the ASOS homepage. It was the first time ASOS had partnered with a brand to design, create and promote a bespoke collection of clothing and the results exceeded all expectations. More than 108,000 individuals visited the hub online and 61,594 entered the competition. Of the people who entered, nearly 50% chose to receive more information from NIVEA beating ASOS’s previous record of 33%. In sales terms, the brand achieved a 0.5% market share within three months – beating NIVEA’s Calm & Care which had been established 12 months longer and had a budget £300,000 larger.