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Wax Communications wins international recognition at Globes for Sainsbury's Active Kids campaign
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Wax Communications is celebrating worldwide recognition for its long-running Sainsbury’s Active Kids campaign with its ninth award, winning silver at The MAA Globes last night (October 20), which recognises the very Best of the Best in Promotion Marketing Awards Programmes across the world.

Wax picked up silver in the Best Effective Long Term Marketing Campaign category for Active Kids 2005-2007. The campaign, which was conceived, delivered and developed by Wax, has gone from strength to strength and met every measure of success including delivering £52m back to communities.

Rod Geoghegan, Wax Communications business development director, said: “We are absolutely thrilled that this trail-blazing campaign has received worldwide recognition. Sainsbury’s Active Kids has set the benchmark in CSR marketing and it has been a template for other CSR campaigns for other retailers. Active Kids has become part of shopping culture and is proof that promotions can and do build brands.

“Active Kids has proved itself in every way and has already won many awards, and we are delighted it is now winning plaudits on a global stage." 

Matt Tabb, Wax managing director, said: “This is further proof of how Active Kids has affected people.  It’s a winning campaign in every sense of the word and we are delighted that the MAA has recognised the way it has activated shoppers with its vibrancy, brilliant execution and a belief that we could make it work harder each year.

“It has grabbed the imagination of the organisations and individuals associated with it, the schools and groups who join it, the parents who collect the vouchers and the kids who get to try new active equipment and experiences.”

Wax raised the bar on the highly successful four-year initiative again in 2008  with a range of exciting developments, including redeemable vouchers for tickets to live sports events and a new focus on citizenship in line with schools’ new curriculum  focus.

The new style Active Kids 08 (AK08), which launched on 14 February, also went global for the first time offering participants the opportunity to collect vouchers for packs of sports equipment to donate to schools in developing countries.

150 MAA judges from 25 Countries, representing agencies, clients, academia, media and industry associations carried out the 2008 judging process between July and September.

21 October, 2008
 
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