Ad agencies haven't always known what to do with their digital departments. Sometimes, the web team has been dumped in a corner of the graphic design office. Other times, they've been shoved in a spare room near the in-house server -- because that's what they do, right? Server things?
But no more.
Five years ago, the folks at CorpComms began handing out awards for outstanding work in the digital field. But recently, they realized there was much more being done on the digital front -- stuff that didn't fit the traditional campaign pidgeonhole. Thus, the Digi Awards were born. Editor of CorpComms Magazine Helen Dunne explains their purpose:
Held in association with PR Newswire, the awards scheme has been designed to reflect the diversity of the world of digital media. From recognising achievements in viral campaigns to the use of social media in major crises, we believe these awards will set the gold standard for innovation and imagination in the industry.'
In a nutshell, they're meant to honor companies working at the vanguard of digital interaction. The Digi Awards recognize not only good creative, but creative use of technology. Think of it like a TechCrunch awards ceremony -- if only TechCrunch had thought to do it.
The categories for this year's inaugural Digi Awards included shout-outs for "Best corporate blog", "Best online annual report", and "Best use of digital media in internal communications". Most went to smaller companies and organizations -- companies new and nimble enough to engage in edgy communications. But among the winners was one very well-known car brand: Volvo, which took home the trophy for "Best use of Facebook".
Volvo was recognized for two initiatives in particular -- both coordinated by Ogilvy PR. One was the launch of the 2011 Volvo S60 (in conjunction with the 2010 Geneva Motor Show), and the other was the tenth anniversary of Volvo Cars' crash test laboratory in Torslanda, Sweden. Both generated dozens of posts, including video and photos captured by Volvo and Ogilvy personnel as well as user-generated content. Combined, the two events saw over 10,000 interactions (e.g. likes, reposts, comments, etc.) on Volvo's Facebook page.
Congrats are due to Volvo and Ogilvy for putting Web 2.0 to the test. Will Volvo strike again at the 2011 Digi Awards, once its inner tiger is unleashed? Or will Volvo's new owners strap on the choke chain?