A roaring success for Impact

July, 7 – By Maha Obeid for Marcoms News

An integrated brand campaign with Ogilvy & Mather in Hong Kong has seen Impact take home a prestigious Bronze PR Lion from last month’s Cannes Lions International Festival of Creativity.

Chaired by Dave Senay, President & CEO of Fleishman-Hillard, the PR category entered its third year in 2011 with 819 entries, a 43 per cent increase on 2010.

Impact scored one of 15 bronze lions for its work on the ‘Inside Out” campaign (below, pictured)​ for Shangri-La Hotels and Resorts, taking the stage with other bronze-winning campaigns including Greenpeace’s ‘A New Warrior’.

With the Impact team dusting off the trophy this week, Megan Caulfield, Impact’s Associate Director (pictured), said the campaign’s success came from working with Shangri-La’s employees.

“Our involvement extended from running training sessions through to the development of support materials that helped leaders not just ‘tell the story’ but to engage in real conversations about what the brand means for employees day to day,” she said. “In targeting employees first we could ensure the brand promise was delivered to customers successfully.”

The campaign centred on delivering the Shangri-La brand promise of treating guests not as king, but as kin.

“From the outset we recognised that for the Shangri-La brand proposition to inspire employees, it needed to be credible, consistent and relevant. Therefore our strategy focused on gaining leadership buy-in and encouraging discussions about the behaviours that underpin Shangri-La’s family philosophy,” Caulfield explained.

Caulfied said the team was proud to bring home the award, at the same time as bringing home Shangri-La’s message.

“It’s extremely gratifying to see the great results of the campaign, which is testament to the critical role of employee engagement as part of a broader brand strategy. It’s also exciting to then be recognised with a Bronze PR Lion, which the entire team feels very proud of.”