FLE MEDIA AWARDS: GRAND PRIZE FOR THE EPIC LEGO WIN CAMPAIGN

The nineteenth annual FLE Media Awards, recognising innovative use of media and a creative approach to media investment planning, gave away prizes.

The Grand Prix, for the absolute top-rated winning campaign, was awarded to FLE Media Awards agency Kreativ Gang CZ in this year's competition. For Lego Trading, it created the Epic Lego Win campaign, which sent 1,000 Lego minifigures into space.

The 360° campaign with a consumer competition reached children (6-10 years old) and their parents. The creative part of the campaign included authentic footage of 1000 Lego minifigures flying to an altitude of 35km, which attracted attention and media coverage. It combined TV, OOH, online media, PR, influencers and instore activities.


Source: Lego Trading

The Innovative Author award this year went to Slovakian agency Wavemaker. It took top honours in the Best Use of TV category for its campaign for Plzeňský Prazdroj and its Radegast brand. The latter has long been associated with high altitude carriers. To show the difficulty of this work, she involved Pavel Borkovic, a Markiza editor who was preparing for the Sherpa Rally, in an experiment. His journey was documented in TV Markíza Teleráno, In Reflex and Televizni noviny. As a result, it gained television visibility despite the significant limitations of the news format.

The next highest award went to Slovak Wavemaker in the Best Use of Print category. For client dm drogerie mark, it prepared a menstrual calendar in the form of a jigsaw puzzle, with each window serving as a guide to a given phase of the cycle.



This year, the award for Innovative Procurer went to Plzeňský Prazdroj. In addition to the award-winning campaigns in Slovakia, it also scored points in the Czech Republic. In the Best Use of OOH category, it won the top prize for its hockey campaign for this year's World Cup. It worked with BigMedia and Publicis Groupe.

The basis of the outdoor campaign were premium areas on the busiest roads in Prague and Ostrava and areas close to the championship action. Double bigboards and bigboards were complemented by creative 2D extensions including backlighting that created a luminous aura around the Pilsner bottle. These were complemented by areas in the metro and special installations near the arena that led up to the fan zone. In the Českomoravská station, the walls by the escalators were branded, creating a gateway to the championship. The campaign also succeeded in the Best Use of Real-Time Marketing category, changing the messages on CLV surfaces in the Prague metro according to the hockey matches.





Two wins were also taken by Renault ČR. In cooperation with the agencies Fuse and OMD Czech, it won in the categories Best Use of Digital Media and Best Use of Influencer, for the esports competition Renault Twitch Cup. It activated the community on the Twitch gaming network and helped improve brand perception among younger audiences. By engaging with gamers, she got five weeks with hundreds of streams instead of five paid two-hour races and a community that lived at Renault tracks and in Renault cars. On the day of the first race, it reached 90% of the Czech Twitch audience and received a total of 4 million views, 336 streams, 1.5 million impressions on Instargram and communication proficiency increased by 7% among the target audience.



In the Best Use of Radio category, the campaign for Hyundai Motor Slovakia from Unimedia and Respect APP, which followed the "Slow Christmas" campaign, was the highest-rated campaign, as it was last year. This year's first prize went to the "Uninterrupted Christmas" campaign. The most listened to Slovak Radio Expres launched a new format Mobile Service. In it, through radio spots, it reported on dangerous drivers who use the phone while driving, but in a light, humorous tone. At the same time, people sent messages to loved ones to the special show, which they listened to without having to reach for their smartphones.


Source: Hyunday Motor Slovakia

Other top awards also went to Slovakia. In the Best Use of Data category, the jury awarded a campaign for IDC Holding by Mindshare Slovakia that worked with attention optimization. In the Best Customer Engagement category, Slovak Telekom and agencies Wavemaker Slovakia, MUW Saatchi & Saatchi succeeded again. And in the Boldest Act category, Zaragoza's work initiating the creation of the Period! Girlz, calling on agencies and companies to join in respecting women's needs.

Best Non-Commercial Campaign was the Unwearable Ring campaign for Prague Pride and Jsme Fér by agencies Publicis Groupe and Leo Burnett Prague. It tried to force Czech politicians to break the barrier between the rights of married couples and registered partners in the Czech Republic. The symbol was a wedding ring that could not be put on because of the glass inside. The ring was discussed on Breakfast with Nova, on Europe 2 and even in the House of Representatives. In just one week, the campaign reached 70% of Czechs and, after 17 years, straightened out most of the rights of registered partners in the Czech Republic.



Unsettable ring; Source: Prague Pride, Jsme Fér

FLE Media Awards 2024

Winners of the FLE Media Awards 2024

"The discussion at this year's judging was extremely interesting and some of the results are therefore quite surprising. All the more so because the quality of some of this year's shortlisted entries would have easily been enough to win in previous years," said Hynek Cimoradský, managing partner of the organizing company Flemedia.

As in previous years, the results of the 19th edition were announced at the Divadlo X10 gala evening in Prague. The evening was hosted by Matouš Rajmont and Hynek Cimoradský. Dancers and performers under the direction of choreographer Lucie Horčičková Sochová performed.

Source: mediaguru.cz