MARKETING WERKS AWARDED GOLD AND SILVER AT THE 2019 PRO AWARDS
Marketing Werks (MW) is pleased to announce not one, but two winning placements at this year’s annual PRO Awards, a celebration of the industry’s leading brand activation and promotion marketing. The 29th annual event, which took place on October 24 in New York City, resulted in a Gold award for Best Local/Regional Campaign recognizing the Country Time Legal-Ade campaign for client Kraft Heinz. Additionally, MW received a Silver award for Best Multicultural/Lifestyle/Age-Targeted Campaign recognizing the Copa Univision youth soccer tournament for long-time client Univision. The double-win marks a two-year run for MW at the PRO Awards, having received a Silver for Best Campaign Targeting Generation Z at the 2018 ceremony for client Kennedy Space Center Visitor Complex.
Country Time, a new brand for MW, launched the Legal-Ade Campaign in response to arcane laws in Denver that resulted in the family lemonade stands of children being shut down due to a lack of permitting. Families were actually fined for operating these unpermitted stands. What started out as a campaign to refund fines quickly took a turn towards a push for real change as the Denver City Council launched—and passed—a bill to overturn these antiquated laws. Country Time pledged to support the cause and the affected communities, and they vowed to help toast in their success when new laws were eventually adopted.
Country Time and Marketing Werks hosted an unforgettable pop-up party at the very site where previous stands had been shut down, complete with a giant 2,500 sq-ft lemonade stand, a bouncy house, professional face painters, social influencers, and plenty of now-legal lemonade. The event generated over 659,000 media impressions, was featured on both regional and national news, and ultimately led to the Gold PRO Award. Marketing Werks’ David Rothkopf, SVP Executive Creative Director, and Megan O’Connor, Senior Account Executive, accepted the Best Local/Regional trophy at the ceremony. In his acceptance, Rothkopf noted, “the marketing challenges that strive to impact real people and communities are the most rewarding, and those campaigns tend to be the local ones,” as he praised Kraft Heinz for taking up the local cause.
Univision launched Copa Univision in 2014, a 5v5 youth soccer tournament, as a concerted effort for direct brand outreach to second- and third-generation Hispanic audiences. The program unifies generations through their shared passion for fútbol. The 14-market national tour has elevated into a celebration of Hispanic-American culture, including onsite emcees, performers, local cuisine, and branded sponsorships.
Marketing Werks has planned and activated the tournament for the past four years with a 39 percent increase in registrations and a 19 percent increase in attendance since launch. 2018 proved to be the program’s most successful year, with revenue hitting 103 percent of goal. The Silver PRO Award for Best Multicultural/Lifestyle/Age-Targeted Campaign is testament to the success of the venture and to the strong client partnership with Univision. Marketing Werks’ Liliana Miranda, Account Supervisor attended the event along with client Ruben Robledo, Vice President of Production Operations for Univision who enthused, “Copa Univision is an exhilarating, fast-paced, family-friendly competition.”
Marketing Werks congratulates both our supportive clients and our talented teams.