CHICAGO: San Francisco's Society for the Prevention of Cruelty to Animals (SPCA) took the top "Super REGGIE" honour at the 2015 REGGIE Awards for a "pet condom" campaign devised with agency Geometry Global.
Organised by the Brand Activation Association (BAA), the REGGIE Awards are an annual competition seeking to recognise the best campaigns activated by brands and agencies.
The San Francisco SPCA received the top prize for installing what looked like a dispenser of free condoms for pets in a park in its home city.
People using this contraption, however, actually received brochures – albeit in the shape of condoms – talking about the option of spaying and neutering.
In just 36 hours, this effort had attracted 30,000 visitors to the organisation's website, secured 2,500 Facebook shares and generated social buzz in 166 countries – as well as becoming the number one trending topic on Reddit.
Alongside the "Super Reggie", the campaign claimed Gold in the "Best Cause, Green or Corporate Responsibility Marketing Campaigns", "Local, Regional Market Campaigns" and "Small Budget Campaigns – Budget less than $250,000" categories.
It also garnered a Silver in the "Experiential Marketing Campaigns – Budget under $1 million" category.
Bonnie Carlson, BAA President and CEO, remarked that many of the judges had said of the winning campaign, "I wish I had thought of this myself" – the ultimate compliment from very senior agency executives, she added.
The REGGIE Awards were presented on the final night of the BAA's annual Brand Activation Showcase in Chicago, where a total of 70 awards were presented across 23 different categories.
Formerly known as the Promotion Marketing Association, the BAA was founded in 1911 and became a division of the Association of National Advertisers (ANA) in July 2014.
Data sourced from BAA; additional content by Warc staff