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Grayling named finalist in PR News' Digital Awards for work with VAIO

14th September 2017


Grayling has been named a finalist in PR News’ Digital Awards in the category Locations-Based Digital for Grayling's Taking a Bite out of the Big Apple campaign on behalf of VAIO

In addition to well as co-ordinating a reviews and influencer engagement program for VAIO, Grayling conceived, designed and placed a geo-targeted display advertising campaign in New York – a key market for the brand. 

After going out on their own and breaking away from Sony, VAIO wanted to take on the big apple and Grayling helped to reintroduce the New York market to VAIO by way of a geo-targeted display campaign paired with a contextually-relevant series of subway ads, strategically positioned on lines where they would grab the attention of creative pros and business travelers.

Will Kunkel, EVP of Creative and Content for Grayling US: "This was a terrific campaign to work on. VAIO were open to our ideas and we were able to ensure that the display ads we created integrated perfectly with the comms program we were delivering alongside them."

The campaign reached a number of impressive key benchmarks including:

  • Universal Interaction Time at 14.08 seconds, which was well above the MOAT benchmark of 7.6 seconds
  • The overall campaign saw a MOAT score of 584 (MOAT is a measure of overall attention paid to ads, score range is 300-850)

  • The rebates offered drove more traffic to the landing page, with the larger ads generating more clicks and boosting overall CTR

  • The campaign delivered bonus impressions, on budget
     

The 2017 Digital Award winners will be announced on November 8 at the Yale Club in New York City. 

PR New's Digital PR Awards celebrates the year's most outstanding digital communicators and campaigns in a variety of media such as video, website design, mobile apps and more. 


Grayling Team

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