In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Mango Communications and Metlife Care took home gold for ‘Virtual Village’ in the Best community management impact category.
StopPress: Sometimes getting to simple can be hard, how did you do it?
Max Burt, senior account director, Mango: The good thing about a crisis is it provides a very tight brief. We were very clear what our task was and the timeframe we needed to deliver in. Those sorts of parameters strip away the complexity and crystalise what you’re trying to do. In this case we knew we had thousands of residents across the country who would have their daily routines disappear overnight, and it became very apparent that if we could address that simply it would make a meaningful difference. It was also very helpful that at its heart this was a client-driven project championed by a passionate team at Metlifecare.
StopPress: How did your agency partnership help you to deliver this award winning campaign?
Kate Drury, brand manager, Metlifecare: Metlifecare and Mango have worked together for around five years. Our business is very complex, and having a partner that understands our operation, with an account team who have spent time in the villages getting to know our residents and our staff proved invaluable in a time of crisis.
Our partners at Mango could therefore instantly understand the scale of the challenge in front of us as we entered lockdown, with thousands of residents relying on us for connection, support and entertainment – delivered safely! This helped them to place exactly the right idea in front of us at the right time, with the right partners to enable us to scale up the idea at a lightning pace. Not only did they successfully customise an off the shelf product platform in a couple of days, they then commissioned a MET TV series, and lots of quizzes and activities to bolster content. The success of this project and high engagement with residents and retirees in the community would not have been possible if Mango people didn’t know our business so well.
For more winner interviews from The Pressies 2020, click here.