Ferrovial has been given prize for “Best Digital Campaign” in the European Digital Mindset 2017 awards for its #UrbanPeek campaign on Instagram.
The winners were announced during the ceremony at the gala held on May 24 at Florida Retiro in Madrid. Astrit Fernández, the company’s Head of Digital Communications, accepted the prize. The finalists in this category were McCann, for their campaign created for Jäggermeister, and Damm for their 2016 transmedia campaign for the short film “The Little Things”.
The European Digital Mindset awards are organized by the Digital Business World (DES Madrid) congress, held in Madrid from 23-25 May, whose goal is to showcase the latest developments in the area of digital transformation.
About Ferrovial’s #UrbanPeek Instagram campaign
Ferrovial aim on Instagram is to share an internal perspective of its operations and services. With the goal of reaching a greater audience and working on the brand’s reputation, Ferrovial developed the #UrbanPeek campaign to show the innovative side of the company in the infrastructure sector, focusing on new trends.
This is why, along with the Instagram community (@IgersSpain) and Ferrovial (@ferrovial), everyone who is appasionate about Street Photo was encouraged to upload photographs of urban infrastructure, cities, architecture, and transport to the social network, using the Hashtag #URBANPEEK as a sort of competition. The campaign name is owed to a combination of the words “Urban”, which describes the company’s innovative work on infrastructures, and “Peek” from the expression Sneak Peek.
In November 2017, more than seven thousand urban photographs were tagged and thus participated in the contest. In response to the wide acceptance by the community, 50 finalist snapshots were chosen for an exhibition in the El Paracaidista’s concept store . A jury made up of Instagrammers, the winner of the first edition ( @StopTheRoc ), and Ferrovial selected the winner from among the 49 finalists. Rubén Rodríguez Montero, alias @rrmontero, won the competition with his photograph reflecting a day in the American city of Chicago after the rain.
Federico Flórez, CIIO of Ferrovial, was recognized as Best Digital Leader in the 2016 edition of the awards.