BOSTON--(BUSINESS WIRE)--Independent agency Primacy earned two MITX awards that recognize marketing and technology innovation. The agency won in the B2C Marketing category for its Middlesex Hospital Cancer Center campaign and the Best Social Responsibility category for its Google Glass Race and Donation Platform. Primacy was also named a finalist in three other categories, including Best Innovation in Wearables or Connected Device, Education Marketing, and Healthcare, Wellness and Pharmaceutical Marketing.
The Middlesex Hospital Cancer Center campaign is a multimedia campaign that demonstrates why Middlesex Hospital is the “The Smarter Choice for Cancer Care.” The campaign focuses on real patient stories and gives first-hand accounts of the positive impact of the center’s commitment to favorable outcomes—from access to the best doctors and techniques, leveraging the latest technologies and clinical research options, to putting patients’ well-being above all else.
“The ability for brands to engage with audiences in more meaningful ways has evolved significantly over the years. We’ve seen campaigns that have the greatest impact are the ones that make the deepest connections,” said Rosie Walker, executive vice president at Primacy. “The physicians at Middlesex Hospital stop at nothing to ensure that their patients receive the best care, and we wanted to focus on the precious moments in life made possible by this level of dedication.”
Primacy’s Google Glass Race and Donation Platform centers on supporting a cross country bike race that raises money to support brain cancer research. Primacy built a platform that ties together an online, fully-responsive donation site that connects with riders’ Google Glass and a native mobile application. Supporters use the site to make donations and send riders words of encouragement throughout the race, as well as track the riders’ progress on the race course, donation progress for each rider and view social posts from the race. Riders can view messages through their Google Glass as they pass supporter-selected goals on the race course. The riders can also capture images and video, and post back to social media in real-time.
“Google Glass gave us a tremendous opportunity to create an experience platform that really makes a difference,” said Melissa Tait, SVP of technology and project management at Primacy. “We were able to see our Glass app in action at a recent race for 3000 Miles to a Cure, and it was incredibly rewarding to see it have a positive impact on fan/donor engagement and total dollars raised.”
One of the largest and most prestigious annual awards competitions in the country for digital innovation, the MITX Awards program is unique in that it recognizes the region’s entire digital ecosystem, including media, marketing, products, mobile, and more. The region’s best and brightest minds came together to celebrate winners in 32 categories at a sold-out event held on May 14th at the Marriott Copley in Boston.
“Last week was a celebration of the New England digital community’s Game Changers: The people and ideas driving the industry forward,” said Amy Quigley, President of MITX. “We’re proud to honor the amazing accomplishments of these creators and disruptors, who are igniting innovation in New England.”
For more information on Primacy, its digital work and marketing capabilities, please visit http://www.theprimacy.com.
Primacy is an award-winning, independent digital agency that provides unparalleled client service, solution-oriented technology and in-depth industry expertise to deliver engaging experiences that have meaningful impact and measurable, actionable results. Primacy offers a full-breadth of services including design and user experience, marketing, technology, branding, mobile, media planning and buying, and strategic thinking.
Primacy works with a diverse range of clients in verticals including consumer, financial services, health care, manufacturing and higher education. Clients include Amica, Cannondale, CIGNA, EmblemHealth, ESPN, The Hartford, MassMutual, Middlesex Hospital, MIT, Regis University, Sikorsky Aircraft, SunGard Financial Systems, Tufts Medical Center, Quinnipiac University and Yale-New Haven Hospital. The company is headquartered in Farmington, CT with offices in New York and Boston. To find out more, visit www.theprimacy.com.
Established in 1996, MITX, the Massachusetts Innovation & Technology Exchange, is the leading industry organization focused on the web and mobile, bringing together the digital marketing, media and technology community to engage in what’s next and how it will impact the marketing and business worlds. For more information, visit www.mitx.org.