CHARLOTTE, N.C. – It’s not often that a paper company wins an award for a mobile app, but that’s just what happened for Domtar. “Project Learning Curve,” part of the PAPERbecause campaign created by Eric Mower + Associates, won the Branded App category in the Ad Age B-to-B Best Awards.
Presented by Ad Age, the leading global source of news and intelligence for the marketing and media community, the B-to-B Best Awards celebrate the most innovative and creative work produced by business-to-business marketers and their agencies across the full spectrum of media, from print and online to outdoor and experiential. Campaigns were judged by Ad Age editors on their creative merits.
“The fact that a paper company won a national award for a digital app proves that the two worlds aren’t mutually exclusive,” said Matt Ferguson, Managing Partner with EMA in Charlotte. “When used together, print and pixels can bring ideas to life and help us achieve greater success, whether you’re a student or an executive in the business world.”
EMA developed the concept for the mobile app for Domtar to help teachers measure students’ handwriting progress and to allow students to set and achieve classroom writing goals, such as writing enough characters to cross the Golden Gate Bridge. The app helps to get kids excited about handwriting in support of the research that shows how much it can benefit students’ thinking, memory and language.
“What we’re seeing more and more is advertising that not only stands out as great b-to-b work, but as great work plain and simple,” said Ad Age Editor Ken Wheaton. “The successful advertisers in the space know that behind the second b in b-to-b, there is still a person making decisions and they have to connect with that person in order to close the deal — whether it’s via print, video, digital or even non-traditional activations.”
This marks the fourth recent award for this campaign, including a Silver Lion at the Cannes Lions International Festival of Creativity, a bronze Clio award in the Digital category, and a Merit Award for Product and Mobile Integration from The One Show.
Domtar’s Paper Because campaign launched in 2010 and showcases the many valuable uses of paper in an increasingly digital world. The campaign includes a series of videos, a “Paper Hotspot” at the 2013 SXSW Interactive Festival, and a Paper Fun Truck that handed out coloring books, construction paper, and colored pencils to students. The campaign has been covered by The New York Times, USA Today, Newsweek, and Communication Arts. The campaign has won numerous Business Marketing Association B2 Awards and Global ACE Awards, along with the “Positively Print” award from the Graphic Arts Show Company.