Archive Golden World Awards

Turkcell, the leading GSM operator in Turkey and known for its Corporate Social Responsibility programs, has approximately 3,000 employees in 8 different locations around Turkey. The launch of the Turkcell Volunteers Life Forest Program for a diverse group of employees was a challenge from the start since very few employees had previously been involved in voluntary activities and weren’t aware how they could contribute to the community individually.

In 2006, Philips Semiconductors had an uncertain future. Its parent company, Philips Group, had de-prioritised its technology division to focus on its healthcare and lifestyle businesses. It intended to sell its semiconductors business by the end of 2006. The semiconductors unit was consequently overlooked in the Philips Group communications programme, which lowered media awareness and affected the favourability of news coverage. In response, Text 100 launched a campaign that bolstered media share around ‘hero’ products, and culminated in the high-profile launch of a new, independent company – NXP Semiconductors - whose history and stability made it well-positioned for growth and success.

The American Heart Association's Go Red for Women (GRFW) integrated communications campaign celebrated the energy, passion, emotion, intelligence and power that women possess to band together and wipe out heart disease. Grounded in substantial research, the GRFW campaign created personal, accessible and inclusive ways to help women understand their own risk factors and take actionable steps to decrease them, including GRFW's galvanizing act – the gesture of putting your hand to your heart and making a personal promise to do something for your heart health.

In this case, Indo Pacific Edelman was asked to resolve a messy dispute between the management of Securicor Indonesia and 268 ex-workers who were deemed to have resigned due to absence without leave. This issue had been going on for a year when we came in, was a hot topic in the media, and coverage mentioning Securicor were all negative. Despite what was a tough start, we managed to neutralize publicity within three weeks, and helped the company resolved its 14-month dispute with ex-employees in less than 2 months after being appointed.

The campaign „School without bullying” aims at building the image of regional dailies as socially responsible and being close to their readers and solving problems of relevance for them. The project was prepared in response to growing problem of aggression in Polish schools. It aims at arousing awareness of the problem of violence and providing schools with adequate instruments and support. Over 3,000 schools (10% of all) joined the campaign. 16 regional dailies published almost 2,000 publications concerning problem of violence. In national media 195 materials appeared, 52 of them mentioned regional dailies. The campaign has been implemented under the patronage of the President of the Republic of Poland.

Statistics show that some 65% Romanians drink milk every day, but only 1/3 of the domestic production is processed within the industry. On the other hand, the accession will compel Romanian farmers to comply with severe conditions of producing and delivering milk. Danone decided to launch fresh milk to enhance the perception of “high-quality brand”, with active role for Romanian farmers. In PR terms, the launch of this product created the opportunity to build and maintain quality relationships between Danone and its external audience. The campaign proves how a successful partnership with suppliers turns into a successful 360º national communication program.

In December 2006, Petrol Ofisi (PO) decided to become the title sponsor of Formula 1 Turkish Grand Prix, taking place on August 25-27 2006, in Istanbul. The three- year agreement of PO starting from January 1st in 2006 has given PO the naming rights for Formula 1 Turkish Grand Prix. In order to ensure sustainability, PO supported this motor sport sponsorship with others such as Petrol Ofisi FMS International GP2 Team, Formula 3 European Championship, Turkish Petrol Ofisi Carting Championship, Turkish Rally Team and 25 Young Men Project. All the afore-mentioned activities lasted 8 months and created great awareness before the Formula 1 finals. PO’s agreement with Honda F1 Racing Team, which enabled PO logo to be placed on Honda racing cars, also supported the whole process. Overall, Formula 1 Turkish Grand Prix sponsorship was a success with its wide media coverage that promoted Turkey and PO Brand image internationally.

The online reality show “Electrolux Kitchenstage” demonstrates in an exemplary way how a company uses new media to engage with key target audiences. The project successfully communicates two themes of strategic importance to the company - its dedication to innovation driven by consumer observation and insight, and the new role of the kitchen as a centrepiece of the home, providing a ‘stage’ for a large variety of ‘plays’; and it ultimately generates consumer interest in the concrete product offer. In a highly creative way, the project leverages online techniques like live-stream, consumer-generated content, blogs and discussion forums, yet also creates coverage in traditional media. The initiative helps Electrolux position itself as a thoughtful innovator.

Although Gadu-Gadu is a well known brand in Poland, its corporate image was rather non-existent before its public offer for sale. The company planned to earn no less than 75 million PLN (app. 20 million EUR) from the sale of 25% shares. At first, investors found this amount exorbitant comparing it to the company’s financial results (3,8 million PLN [app. 1 million EUR] net income in 2006). Partner of Promotion’s activities resulted in record investor interest. Gadu-Gadu had to engage additional shares and finally made 100 million PLN (app. 26,5 million EUR) from Warsaw Stock Exchange (WSE).

Working closely with Weber Shandwick, Siemens Corporation embared on a strategic communications campaign designed to position itself as the infrastructure solutions provider for the challenges of the 21st century. Through a strategic communications campaign, Weber Shandwick successfully increased Siemens’ quantity of major media placements in FY06 by 250% over the previous year. Additionally, the program also increased visibility of the Siemens brand and notoriety for the company’s innovative solutions helped increase the level of interest from prospective customers and solidified a variety of contracts around the country.