Mintel wins Integrated Communications Campaign Of The Year at the Golden Hedgehog Awards

March 29, 2012
3 minutes read

All at Mintel HQ were thrilled last night to be the proud winners of Best Integrated Campaign for our British Lifestyles 2011 Campaign in the Golden Hedgehog PR awards.Mintel Win Golden Hedgehogs

Mintel’s annual flagship British Lifestyles report gives an extensive and in depth picture of the British consumer in 2011, covering all of Mintel’s consumer sectors. With a brief of generating awareness of, and engagement with, the report, the Mintel PR team created a news story around the happiest regions in the UK – which saw a huge amount of both national and international coverage.

For the first time in 2011, Mintel expanded the campaign to encompass Digital, Design, Web Design and Marketing teams as part of the wider communications division. To do this, Mintel created an innovative in house campaign to engage their online audience and showcase their flagship British Lifestyles Report by creating an interactive microsite in (unpaid collaborative) partnership with – available at As a result, visitors were able to engage directly with Mintel’s dedicated sector analysts via video by using VYou’s video streaming technology and watch their filmed response. Visitors could choose to speak to any of Mintel’s consumer analyst team, asking questions on sectors such as Food and Drink, Technology and Entertainment – as well as consumer trend areas such as reactions to the economy and lifestyles.

Stemming from a landing page of an interactive infographic, visitors to the microsite could click through to a choice of 16 consumer sectors. Each sector features interactive infographics for visitors to view data visualisation of 16 consumer markets and downloadable infographic PDFs for future use available free of charge. Alongside this, a dedicated Mintel sector analyst was available for each section via VYou to answer questions about the sector. Visitors first saw a recorded loop video of the analyst with content appropriate to the sector they represent and can either type a question in the box below to get a video response – or view previous questions and answers via the side panel.

The competition in the category was fierce and we were up against some fantastic campaigns and brands – so we feel very honoured to have been selected as the winning campaign. More than that though, it’s a fantastic achievement from departments and divisions across Mintel working together to achieve a monumental – and now award winning – result. We are all feeling the love today!

Read more about the Golden Hedgehogs and the other category entrants by visiting

Sian Brenchley

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