Vested’s campaign for Citadel, “The Business of Star Wars,” picked up another industry recognition last month when it was named the winner of the 2016 PR Daily Awards, published by Ragan Communications, for the category of website launch.
PR Daily summarized the campaign’s objective of putting a human touch on one of the most prominent institutions in the hedge fund space:
What comes to mind when you think of hedge funds? Probably not an organization of fully realized, three-dimensional human beings—algorithms and obtuse media stories are more likely. Citadel (via its agency, Vested) decided to create a microsite to overcome that perception and generate the attention of the business press. Its success has won first place in the “Website Launch” category of the 2016 PR Daily Awards.
The same campaign earned the PRNews Agency Elite Award last October. After that recognition, Vested co-founder and president Binna Kim explained the thinking behind the campaign and how it came together:
Tactically, the campaign used newsjacking, which is described as “the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.” Star Wars: Episode VII – The Force Awakens premiered on Dec. 14, 2015 and our team timed the Citadel campaign with the release to take advantage of its momentum.
At Vested, we do not separate earned, owned, shared, and paid media and this creative license allows our people to extract the most possible value from today’s integrated, complex media – which is the essence of our job. The campaign exemplifies what can be accomplished with a multidisciplinary approach to communication and we are honored to be recognized by PR News.
We’re so excited about being recognized again for this incredible project. This award reinforces our creative philosophy: to combine financial nerdiness and imagination to create fresh concepts on behalf of our clients.