MdC, the top-rated and most award-winning Spanish PR agency, was nominated as a finalist at this year’s European Excellence Awards for organising the first solidarity cooking marathon for its client Beko Electrodomésticos España. This nomination is further recognition of the success of the Beko campaign, which was also recognised at the Global Stevie Awards, the Global Mercury Excellence Awards and Eventoplus 2014. In addition, it was also nominated at this year’s EMEA Sabre Awards.
The awards ceremony took place last night at the Maison de la Mutualité in Paris and brought together more than 450 professionals from the communications sector, among them MdC. These awards, held annually since 2007, recognise Europe’s best PR and communications campaigns.
MdC organised the first solidarity marathon in order to position BEKO, the Arçelik Group’s international producer of home appliances, as a responsible and community-minded company, to connect with potential clients and to showcase the quality of its products. The campaign centred on a day-long cooking event during which more than 2,000 meals were prepared for the needy in the city’s community kitchens. Martin Berasategui created a special menu for the event and oversaw the work of more than 300 chefs who generously offered to help out. Throughout the day, chefs from some of the most prestigious culinary academies in the country and contestants from the Masterchef and Top Chef TV shows cooked for unemployed people and those at risk of social exclusion. This altruistic focus created more buzz around the event.
The 360° campaign developed on the back of this campaign was picked up by over 150 general and target consumer media. In addition, the campaign trended on Twitter and generated thousands of comments on Facebook. It also received the backing of local authorities, among them the Mayor of Madrid Ana Botella, and charitable organisations such as Caritas.
Despite not winning the award, CEO and founder of MdC Didier Lagae was honoured by the nomination: “I’m very proud of the MdC team that got us here. Organising such a large-scale event is a big challenge, so for the effort, professionalism and creativity that these 360° campaigns require to be recognised is very rewarding.”
This international recognition is further testament to the success of MdC’s campaigns which aim to create news, create brands and create results. These 360º campaigns stem from a comprehensive strategy and the integral implementation of all elements of the marketing mix. These campaigns are structured around, among other things, advertising, digital PR, press office and public affairs. The agency has the in-house capacity to carry out a range of services, from image and reputation audits to corporate identity and creative on and offline advertising proposals, event management, media and blogger relations and social media community management, among other things.