Digiday recently named the collective effort between PMG and Beats by Dre a finalist in its European awards competition, recognizing the Anthony Joshua “Be Heard” campaign in two categories; Consumer Campaign of the Year and Best Use of Social.
The campaign was a cross-agency collaboration that centered around boxer Anthony Joshua and his triumph over former champion Wladimir Klitschko at Wembley Stadium. Sweeping up more than 11.4 million video views the campaign was a knockout. Beats pummeled Joshua’s other sponsors, dominating share of voice by owning 65% of all views and 83% of all engagements across fight week and on fight night.
The #BeHeard campaign elevated Beats’ profile among targeted European consumers and separated the brand from the competition.
The Digiday Europe Awards recognize publishers, advertisers and technology platforms that are bringing about change and innovation in the European market. Distinct from the U.S.-based Digiday awards program, the categories recognize campaigns and innovations targeted specifically to European audiences. Winners will be announced at the awards gala January 2018 in London.