Insight as Art Wins GDX Global Audience Engagement Award
The marketing campaign has resulted in 30+ creative artworks that bring insights to life and spark conversations.
For Immediate Release: 24/06/2020. London, UK.
The Insight as Art campaign scooped the prize in the Best Global Audience Engagement Campaign category at the award ceremony on June 23rd 2020. The winning campaign aimed to address a constant challenge within the research sector; activating insight. It sought to find new and creative ways to engage decision makers with insight and data.
The judges said that the creativity and uplift of the campaign was impressive - bringing fresh thinking to a niche sector that clearly drew attention from the professionals it aimed to reach. Judges included senior digital and marketing experts from Microsoft, AO, Manchester Metropolitan University, Arriva Group and more.
Over the campaign's lifespan, FlexMR transformed qualitative opinions on brands and sectors into abstract works of art that sparked conversations between researchers and stakeholders. Across six months, the team worked with over 30 brands to bring consumer opinions to life and create memorable assets that research teams could use to start new conversations. The key objectives that the campaign sought to fulfil were:
- Breaking through the noise in the insights sector to deliver a clear, concise and memorable offer
- Demonstrating the exceptionally high quality of FlexMR technology and service offerings
- Providing research teams with a real, valuable asset that challenges conventional thinking
Sophie Grieve-Williams, Graphic Designer at FlexMR, said of the campaign, “This has been an opportunity for research teams to see first-hand how data can be translated into a format that makes it easier to understand and empathise with. As a designer, taking visual and subject matter cues from qualitative information has been a real test; but it has been one that has raised important questions, delivered real results and – most importantly – been fun.”
The creative team behind the campaign comprised of Sophie Grieve-Williams, Emily James and Christopher Martin - who have been supported by the FlexMR research and sales teams.
Emily James Copywriter at FlexMR, said of the nomination, "Getting to the truth of consumer sentiment is incredibly interesting. But it’s been the process of learning how to present data in a more emotionally engaging way that has been the real success. This nomination really goes to show what a wide impact that the mode of communication can have, and how versatile insights are – especially when we can find ways to connect to them on an emotional level."
Other nominees in the category included 3manfactory & Moto with a campaign that Engages With The UK’s Road Users Through A Crisis and UFC & AdColony with a Knockout Mobile Campaign.
The campaign re-opened in 2020 to extend the unique offer to research teams that may have missed out the first time around. Find out more and get involved with the FlexMR Insight as Art campaign here.
The Global Digital Excellence Awards celebrates marketing campaigns, teams, agencies, companies and individuals who have gone above and beyond across 64 categories. The awards were presented virtually on Tuesday 23 June at 20:00 BST. The ceremony acted as an opportunity to share best practice, learn new skills and unite businesses. For more information, visit www.globaldigitalexcellenceawards.com.
FlexMR is a technology led market research firm that helps brands inform every decision with relevant insight. We believe access to a powerful mix of qualitative and quantitative tools, all in one place, enables marketing teams to maximise return on research budgets and gain a competitive edge in the global marketplace. Our team is committed to providing the technology, expertise and vision to deliver insight capable of making a real, tangible difference. For more information, visit www.flexmr.net.