After 6 years First independent gala
The IAB MIXX Awards competition was struggling for several years to get a larger footprint on the local market despite its undisputed advantages and international recognition it was almost an unknown event with no relevance to the industry. In order to enhance the competition's awareness and its differentiators we've designed a custom tailored communication campaign based on a unique category - "The never made campaigns".
Moreover, in order substantiate the competition's credibility and importance, after years of hosting the gala event during one of the biggest local digital events, we've took the decision to host the first independent gala of the competition and gather a big number of jury members from IABs all over Europe. Also we've changed the design and material of the prizes. We went from plastic to heavy metal with an eye catching design that could further enhance the quality and weight of the competition.
David vs Goliath 1st place is in sight
The 2019 edition continued the bold communication from 2018 and the competition was comunicated under the creative umbrella - Unfold the bold! GO MIXX or GO HOME. Because it is the only international digital competition on the local market we've used this bold statement to atract attention and then deliver our functional benefits that came to support the initial bold claim. Beside the disruptive communication we've also hand picked a beutifull location for the gala event, added international speackers beafore the gala and choose well knowned MCs for the overall event.
As a result the gala had the biggest number of participants and the largest number of entries. Even if the biggest local competition had 10 times more categories, IAB MIXX Awards 2019 was neck to neck with it when you take into account the number of entries.
European validation From local to continental
Because of the success of the local event and also because members across Europe saw that the Romanian market had some very interesting and valuable digital approach when it comes to digital advertising, in 2020, I was invited to be a part of the European jury.
In the European competition Romania was also present with two campaigns that won prizes in the local competition in 2019. They managed to impress the jury and win 4 prizes(1 gold,3 bronzes). This was not only a win for the agencies and their clients but also a validation of quality for the local competition.