Media Week GOLD for UM

November 7, 2017 | Share this article

UM has won gold for ‘Agency Media Idea (Budget Under £250k)’ at the 2017 Media Week Awards, for Marie Curie’s campaign, ‘The Extra Hour’.

The campaign, in collaboration with Saatchi & Saatchi and Rapport, rallied together some of the UK’s most prominent media owners and corporate brands to pledge their support and help raise awareness and support for Marie Curie Nurses – at zero cost.

By asking partners to donate their extra hour of advertising space (on the only 25-hour night of the year), we transformed an otherwise dark and gloomy October evening into a mesmerising takeover of screens all over the UK, uniting brands big and small through the lens of Marie Curie’s iconic yellow. By aligning with the clocks changing back, we gave the UK public a simple yet powerful interpretation of what it means for Marie Curie Nurses to provide care and support through the night, every night, no matter what night of the year it is. It was a moment in time Marie Curie could own like no other.

A string of high profile brands pledged their support for the charity’s Extra Hour campaign, including EDF, Amazon, Spotify and The Daily Telegraph, and space was pledged across the country, including on the iconic Piccadilly One billboard.

With zero budget, the ‘donated’ advertising space generated over 600,000 impressions during the one hour of support, across 431 digital out-of-home screens and online. The ‘Extra Hour’ campaign is testament to what’s possible when clients, media owners and agency partners come together to support the same cause and the collaboration allowed Marie Curie to build awareness in a unique and ownable way.

The Media Week Awards, along with parent brand Campaign, see how rapidly the media world is changing and expanding in the face of disruption and digital transformation. They recognise agencies and media owners for their innovation, creativity and business impact.

Read the full case study for the ‘Extra Hour’ campaign here.