In the Tesla 4000 space, the results of the 17th Silver Mercury advertising award were announced. The agencies Louder and Serviceplan Russia, both part of the international Serviceplan Group, were long-listed in 5 categories with their 3 initiatives after presenting the latter to the jury during an open public defence.
This year the jury committee was divided into 3 units: Best advertising campaigns in the industry, marketing goals and marketing tools.
As the festival culminated, the adidas THE BASE Football initiative won in the “B2C. Event-marketing” category, also taking the bronze prize in “Ambient. Experiential. Innovations”. THE BASE Football is a unique football space opened last summer by adidas on a historic rooftop in the centre of Moscow that became a place of power and inspiration for street football players and their likeminded peers.
The Lawson’s Cup cyber football championship, themed in 2016 with bro-style friendship and mutual pranks, became the Silver Mercury bronze winner in the Digital Campaign category, as well as being shortlisted for “Integrated campaign, implemented on the national scale”.The online game “Operation New Year”, designed for collecting additional bonuses via the “Aeroflot Bonus” loyalty programme and implemented by the Serviceplan Russia team, took the silver in the “Best mobile apps and games” category.
The annual “Silver Mercury” festival is a cross-functional space for professional engagement of major clients and major marketing communications market players such as agencies, company advertising providers and professional mass-media representatives.