The Stevie Awards Blog

A Hole in One

Posted by Maggie Gallagher on Tue, Aug 08, 2017 @ 05:20 PM

Fauth Gundlach & Hübl wins the Gold Stevie Award at the 2017 German Stevie Awards in the category “Communications or PR Campaign / PR Program of the Year – Low Budget (under €10,000).”

Fauth Gundlach & Hübl is an owner-operated communications agency based in Wiesbaden, Germany. The sport of golf is firmly established in the Hessian capital, and that might be one of the reasons why the agency was given the lead in regional media relations work for the Final Four of the German Golf League (DGL).

German-Stevies-Fauth.gifIt is much more likely, however, that Fauth Gundlach & Hübl impressed its customer, Deutsche Golf Sport GmbH, a subsidiary of the German Golf Association (DGV), with its core competency. Managing Director Lars Hübl explains: “We identify the subject matter and create suitable content for it, so that our customers can effectively communicate to their specific target groups. We provide consultation, bring ideas to life and implement them, and offer continuous support for communication-related questions. In doing so, we cover six competency fields: public relations, social media, content marketing, sponsoring communication, CSR communication and brand communication.” Among Fauth Gundlach & Hübl’s customers are international companies from various industries, companies from the Rhein-Main region and sports organizations.

In the public eye, golf in Germany continues to eke out an existence as a niche sport. The German Golf Association (DGV) represents 847 member clubs and facilities, with over 643,000 registered amateur golfers. With the KRAMSKI German Golf League presented by Audi (DGL), the association has had an attractive team competition system since 2013. Each year teams from the men’s and women’s top national league compete in a five-day Final Four tournament at a neutral golf course for the title “German Team Champion.”

The assignment for Fauth Gundlach & Hübl: use the Final Four 2016, in order to generate broader media coverage of the league. Lars Hübl: “In order to be able to generate broader media coverage, we had to considerably increase the basis of the media channels to be reached. Therefore, in addition to the classical golf media, our approach was to reach out to the sports desks of the regional and local media concerning the locations of the golf clubs that had qualified for the Final Four 2016.” To make the topic more interesting, the agency offered the editorial offices personalized stories about the respective teams. In addition, the editorial offices received written topic suggestions and were subsequently contacted by telephone.

“We have clearly achieved the goal of expanding the media coverage of the DGL’s Final Four with the campaign. Altogether more than 100 clippings – for example print, online and radio – were achieved in regional and local media,” summarizes Hübl. “Despite the low budget, Fauth Gundlach & Hübl has helped to increase the media coverage of the Final Four tournament by working with regional media outlets. The regional references and the storytelling approach have contributed significantly to the media success. At the same time, we have established contacts that can be used for coverage of future golf events. The basic approach can be used over and over again, even for changing participants and venues.”

As a reward for the project “Hole-in-one: regional media relations for the Final Four of the German Golf League,” the company won a Gold Stevie in the category “Communications or PR Campaign / PR Program of the Year – Low Budget (under €10,000).” The Gold Stevie Award arrived just in time for the agency’s 10th anniversary. What began in 2007 has grown within ten years into a motivated and harmonious team of 12 employees.

More on the Internet: 

See Managing Director Lars Hübl in an interview after the German Stevie Awards ceremony in Hamburg:  https://youtu.be/OaONyOFkDxg

Read the gold-winning application from Fauth Gundlach & Hübl here.

Tags: marketing awards, PR awards, communication awards, best pr agency

A PR Firm Unafraid of Controversy

Posted by Maggie Gallagher on Mon, Jul 31, 2017 @ 12:23 PM

A meat lovers pizza with absolutely no calories? If it sounds just a little too good to be true, it is.

But that’s how the Stevie-winning nationwide chain Villa Restaurant Group playfully marketed its new product topped with pepperoni, sausage, ham and bacon, labeling it the “#AlternateFacts” pizza.

The name, of course, is a direct reference to the phrase famously dropped by Trump advisor Kellyanne Conway during an interview on NBC’s Meet the Press. At the time, Conway was defending suggestions about the size of President Trump’s inauguration crowd.

Villa.jpgVilla’s humorous take on the episode became a runaway success, garnering 85 news stories and raking in more than 230 million media impressions.

Offbeat Ideas that Work

Behind the restaurant’s cheeky campaign was BML Public Relations, a young New Jersey firm known for pulling out-of-the-box ideas to garner attention for clients.

It’s a company that once concocted the “The World’s Largest Mug of Hot Chocolate” in New York to draw awareness for the American Dairy Association and Dairy Council.

And when a competing fast food chain grabbed headlines by telling social media that a “hamburglar” was on the loose, it helped Wayback Burgers steal headlines by offering the villain a reward for giving himself up.

What made the #AlternateFacts campaign particularly novel was the client’s willingness to plug into one of the most highly-charged political climates in decades. That’s something a lot of companies have been hesitant to do, fearing blowback from their ideologically-diverse customers.

There are exceptions, but they’re relatively few and far between. For example, when ice cream maker Dippin’ Dots drew a number of slights from Press Secretary Sean Spicer’s on Twitter, the company offered to host an ice cream social at the White House.

BML’s CEO, Brian Lowe, believes the current environment provides a great publicity opportunity for corporate America, as long as they take a thoughtful approach.

“I think it is important for brands to be involved in conversations related to social and political issues, even if they are not taking a hard stance,” Lowe told NJBIZ, a New Jersey business publication. “There are a lot of eyeballs on the issues and, as marketers, our job is to put the brand in front of as many eyeballs as possible while being as careful as possible not to polarize our customer base.”

The marketing effort resulted in BML earning a Silver Stevie® Award for Communications or PR Campaign of the Year - Social Media Focused, which they received at the June 20 American Business Awards ceremony in New York City.

Plugging Into the Headlines

It’s no accident that one of the company’s most successful ideas came from the world of politics. Each day, Lowe and his mostly female team meet to talk about the stories that are grabbing headlines locally and around the country.

Then, they brainstorm how their clients can leverage those stories to grab some of the media spotlight for themselves. The firm tries to generate input from as many staffers as possible until they land on the most promising concept.

“The idea must be able to go around the room without making anyone feel like they are not on the same page,” Lowe told NJBIZ. “Then, when we have an idea that is strong, that we know will generate brand awareness and help our client develop core connections with its consumer, sometimes we have to go in and fight for the idea.”

The strategy is one that worked especially well for Villa Restaurant Group, which was able to ride a tidal wave of publicity because of its tongue-in-cheek product offering.

It was just as big a win for BML, which got plenty of attention of its own out of the campaign, not to mention the Stevie Award, its first major accolade as a company.

The 2018 American Business Awards will open for entries in October. Request the entry kit now and it will be emailed to you when it's availble. 

Tags: PR awards, company awards, communication awards, public relations awards

Death-defying Stunts and a Sense of Fun Get Results for Stevie® Award Winner

Posted by Maggie Gallagher on Thu, Sep 15, 2016 @ 10:03 AM

The Spaceship, in Sydney, Australia, won five Gold Stevie® Awards in the 2016 Asia-Pacific Stevie® Awards: two in the Corporate Communications/Investor Relations/Public Relations Awards categories, for Innovation in the Use of Celebrities or Public Figures and for Innovation in the Use of Video; and three in the Marketing Awards categories, for Innovation in Branded Entertainment, for Innovation in Sponsorships, and for Most Innovative Marketing or Advertising Professional of the Year.

The 2017 Asia-Pacific Stevie® Awards will open for entries in October. 

Request your Entry Kit here.

We spoke with 2016’s Most Innovative Marketing or Advertising Professional, Kumar Manix, Founder and Creative Director of The Spaceship, about his company, his work philosophy, and what winning multiple Gold Stevie® Awards has meant to him and his team.

1609SpaceshipSmaller.gifKumar and his team at The Spaceship specialize in blending the creative and the commercial with an entrepreneurial flair, and bring to each project a deep level of strategic thinking and industry knowledge honed by years of experience working with blue chip brands.

The Spaceship team is talented and highly motivated, and they approach campaigns with a provocative and adventurous spirit, as well as a strong sense of fun, but are still relentless in achieving demonstrable results for their clients.

Kumar told us that winning in the Asia-Pacific Stevie® Awards has been great for his team and his clients. “We take great pride in our work,” he told us. “We celebrate our success at the Stevie Awards and it is something each of us will hold close to our heart. Our clients also get to share in the win and it allows them to shine amongst their peers.”

Transforming Customers into Fans

Together with his team at The Spaceship, Kumar’s goal is to find innovative and inspiring ways to transform customers into fans, content into ideas, and ideas into experiences. 

A great example of this is the Gold Stevie® Award-winning entry for their Rise of The Tomb Raider Asia Launch.

Tomb Raider is the iconic video game franchise starring its beautiful and fearless protagonist, Lara Croft, battling enemies through highly challenging environments using improvised weapons and gadgets. The exclusive launch of Rise of the Tomb Raider on Xbox made the event a natural magnet for worldwide attention, Xbox sought to elevate the game experience even further by bringing Lara Croft herself to life for fans in Asia.

The Spaceship team created and executed a clever stunt-led idea that developed into an all-encompassing, fan-focused campaign. It started with a death-defying stunt, and continued with fun interactive contests using Twitch, the leading video platform and community for gamers.

High Impact Stunt

Renowned Lara Croft cosplayer, Jenn Croft, leapt off the world’s highest bungee jump at Macau Tower, decked out in the latest Tomb Raider outfit and accessories.

Embedded Prizes

Fans could #HackTheIce through the twitter hashtag to reveal prizes embedded in eight Rise of the Tomb Raider-themed ice sculptures.

Social & Digital

The entire event, from the death-defying stunt, fan engagement contests, unveiling of never-before-seen Rise of the Tomb Raider footage, meet-and-greets, and question-and-answer sessions were all streamed live over Twitch–a first for a game launch in Asia.

Fans who tuned in participated by tweeting in their questions bearing the #HackTheIce hashtag, and voted for the ice sculpture to be hacked by Jenn Croft, to reveal prizes for participating fans. This sequence of events was also amplified via Xbox and Microsoft social media channels across Asia. A media release on the #HackTheIce campaign was disseminated to media across Asia, and posted on the Microsoft Asia News Center.

Outstanding Results

In line with Lara Croft’s personal adventures in Rise of the Tomb Raider, the #HackTheIce Campaign has shown that the bold execution of big ideas and going off-the-beaten-track can lead to great rewards:

  • The campaign generated the highest-ever digital sales for any Tomb Raider version on Xbox;
  • The video game content created for the campaign was viewed more than a million times;
  • The interactive live stream event saw nearly 600 questions tweeted over just two hours, and reached close to 600,000 fans from around the world via social media; and
  • The media outreach garnered 66 stories across multiple markets in the region.

Bringing Crazy Ideas to Life

We asked Kumar how The Spaceship team keeps coming up with such amazingly wild and crazy ideas. He told us: “We are fortunate to have an incredible team that thrives on the challenge and relishes the buzz of bringing crazy ideas to life. We have a zest for doing amazing experiences. We want our clients to push us to create new and bold ideas. We don’t want to just emulate other best practices. We want to create them.”

A Bright Future for Brands in Digital and Social Media

Kumar added that the Asia-Pacific Stevie® Awards are helping in broadening awareness of his company.  “Being recognized as an ‘innovative business’ by the Asia-Pacific Stevie Awards is helping to further open doors for us in new business development. It is also helping us to transcend the traditional events agency model.”  As Kumar puts it:  “We work on creating epic launches and experiences for brands across Asia.”

Looking ahead, Kumar sees a bright future. “We love the challenge of creating shareable experiences that go well beyond the moment and that extend beyond the audience at an event,” he explained. “We aim to transform customers into fans. Digital and Social are at the heart of what we believe is the start of an amazing era of rich experiences for brands all over the world.”

About Kumar Manix:

Kumar has led a wide range of high profile campaigns for clients such as Microsoft, Foxtel, Samsung, Intel, Coca Cola, and Adobe. He has achieved enormous success, driving millions of dollars’ worth of earned media and inspiring epic levels of fan engagement.

As a marketer, his campaigns have seen him collaborate with some of the greatest storytellers in the world including Oprah, the BBC, Disney and Marvel. Through his innovative use of video to drive engagement, Kumar has taken fans on numerous adventures to thrilling places, such as floating 100,000 feet into the sky on a space balloon, leaping off a high building with Lara Croft, and driving at 280 km/h in a racing car with The Stig.

He has worked extensively in the Asian market, primarily in China and Singapore, but also in Korea, Taiwan, and Hong Kong. His deep understanding of the unique character and requirements of consumers in Asia has helped him to achieve extraordinary results, including working on the launch of the Xbox video game console in China in 2014 following a decade-long ban on foreign video game consoles.

Outside of his work, Kumar is happily married and the father of two children, Kiran and Ria. He is sports obsessed–something the Australians term a “sports tragic”–and a lover of street food from all over the world. He also owns an enviable collection of sneakers.

About The Spaceship:

The Spaceship is a brand activation agency that is based in Sydney and works globally.

For more information, go to http://thespaceship.com.au/

Tags: marketing awards, communication awards, best marketing, best marketing campaign, Asia-Pacific Stevie Awards

Why Communication is Key to Korean Government

Posted by Maggie Gallagher on Mon, Aug 22, 2016 @ 01:19 PM

The Ministry of the Interior in Seoul, South Korea, won a Gold Stevie for Innovation in Community Relations or Public Service Communications in the Corporate Communications, Investor Relations and Public Relations Awards categories of the 2016 Asia-Pacific Stevie Awards. The Ministry also received the Grand Award for Communications/Public Relations.

The 2017 Asia-Pacific Stevie Awards will open for entries in October.  Sign up to recieve the entry kit as soon as it's available.

Because of a low birth rate and rapidly aging population, social welfare requirements in South Korea have increased. This has put pressure on local finance, so in 2015, the Ministry of the Interior (MOI) introduced Local Finance Reforms to help address these problems. As a result, the Ministry has significantly improved public service communications with local communities through such activities as locally oriented storytelling, customized field public relations, extensive communications through social media channels, and the production and distribution of visual products such as info-graphics.

Kroean_ministry_2-1.pngWe talked with Kim Sung-lyul, Vice Minster at the MOI, about the challenges his office was addressing; what winning the Gold and Grand Stevie Awards had meant to his department; and what the department was planning for the coming year.

Communication is Key

Kim told us that the main objective of the reforms carried out by the MOI since 2015 was to improve local fiscal operative soundness and transparency, which up until then had been the task of local governments. As he put it: “Communication was key, as the process involved different stakeholders such as local businesses and citizens.”

The MOI used various methods to communicate with different people. Kim explained: “A program called ‘Regional Storytelling (Not Text, But Story),’ was developed to cater to regional citizens, along with customized regional promotion campaigns; participatory activity produced by Social Media journalists composed of digitalized policy prosumers; Group Intelligence linking service of portals (Netizens ask and MOI answers); the production and distribution of visual-intuitive contents such as infographics—these were just a few other examples. Public relations were also conducted through the social media channels and other different news media of the MOI.”

The MOI efforts proved a success, Kim told us. “The program to publicize local fiscal reform gained good reviews after a thorough evaluation. And winning the Grand and Gold Stevie Awards shows that our diverse efforts to communicate with the citizens have now received recognition on a wider stage.”

Expanding our Network

Continued Kim: “It is a great honor that our program to publicize local fiscal reform has won an internationally renowned award. It has inspired the teams that contributed to promoting these programs despite difficult circumstances.  Our publicists are more confident and more focused on their work, and our administrators recognize more than ever the important role that communications play in actively motivating people.

“It was also immensely helpful to have learned about other excellent cases and individuals from different countries at the awards ceremony, and to expand our network of policy publicity within the Asia-Pacific region.

“We fully expect that our government-led reforms will be further encouraged as the program is recognized by the international community. We have successfully publicized our different policies, and while we acknowledge the fact that it is a rare thing, it is delightful to have been officially recognized from the outside.  I would also like to express my gratitude to the judging committee and officials of the Stevie Awards.”

Elevating Government Stature

Kim also sees the value of these awards to his government as a whole. “Effective communication and cooperation between central government and local government is crucial for local fiscal reform. The fact that our program for strategic publicity of this reform gained international recognition implies that the innovative administration of the Korean government has been recognized as well. This will play a pivotal role in elevating the stature of the Korean government and the MOI through publicity in the Asia-Pacific region.”

Government 3.0

Looking ahead, Kim told us that the MOI will continue its efforts to communicate with citizens using various practical approaches to allow easier understanding of its major policies.  “We are currently focusing on Government 3.0 tasks. Government 3.0 is based on Article 1 Clause 2 of the Constitution, which states: The sovereignty of the Republic of Korea resides with its citizens. Simply put, we are encouraging citizens to actively participate in evaluating the government’s policies, works and services.”

Kim explained: “The reason Government 3.0 holds such great importance is that unlike in earlier days when the government decided policies unilaterally, now it is co-governance between the government and the people. Also back then, corporations were only required to fulfill their social responsibilities, but now they’re expected to create shared values. It’s officially an ‘era of governance’ where cooperation between the government and the people is more than necessary. The border dividing the two entities is diminishing rapidly.

“A good example of Government 3.0 is the Citizen Policy Design Group, in which citizens proactively participate in the enforcement of government policies. Not only do citizens enjoy the services provided, but also they directly create ideas and services, which the government may adopt or purchase as needed. The society we are living in right now is one where everyone can be a professional and wisdom is valued over knowledge. We have introduced the concept of Do-It-Yourself to public services!”

Putting People First

Kim is enthusiastic about his career and the future: “If I had to live my life again I would still be a civil servant. I can think of no other occupation that is more rewarding. I take care and protect the lives, property, and security of the people. As a public official, I put people first. I can provide what people need and I can make the fallen stand once again.

Kim has a personal credo, which consists of three core values: Pride, Pleasure, and Fulfillment.

“People should have pride and respect for themselves. Being proud and respectful—not arrogant—will lead to success. And people should be proud of their work, organization, boss, and country as well.”

“Secondly, you should enjoy work. Don’t just do it for the sake of doing it, but do it differently from others. Pleasure comes when you see new things and do new things.”

“Last but not least, everything should come with a sense of fulfillment. Work can only be truly rewarding when you feel it in your heart, not just from getting a prizes or being promoted. You should be moved and impressed by your own work.”

About Kim Sung-lyul:

Vice Minister Kim Sung-lyul was born to serve. His father was a police officer, teacher, and a town official. Following in his father’s footsteps, Kim has been a devoted public servant for 30 years. He is immensely proud that his work protects the lives, security, and property of the people.  Kim is also a founding members of the Civil Service Commission, and is proud of his involvement in the establishment of the public officer system, including the senior executive service system, incentive salaries, executive agency system, political executive HR system, and more.

Early in his career, Kim spent two years on dispatch to the United Kingdom’s Home Office, and two-and-a-half years on dispatch to the headquarters of the Organization for Economic Co-operation & Development (OECD) in Paris, France, which provided him with a strong basis in domestic administration.

Before starting his career as a public servant, Kim studied public policies in the United States.

About the Korean Ministry of Interior:

The Korean Ministry of the Interior is one of the core departments of the Korean government, working to improve the wellbeing of citizens through innovation and local governance. Under the regime of Park Geun-hye, President of the Republic of Korea, the MOI is focused on creating jobs and establishing an efficient government by providing customized services through Government 3.0 under the maxims of openness, sharing, communication, and cooperation.

The MOI is devoting its full capacity to improving local government by fortifying and reforming local finance. Its top priority currently is to fulfill national endeavors to create an autonomous living style in which the people are happy; and to eliminate discomfort in daily life by reviving the local economy through on-the-spot regulatory reforms and innovation of local budgets.

The MOI also supports government operations including parliamentary activities and prizes, national archival management, running the government office, unified operation of governmental resources, and scientific investigations.

Tags: PR awards, communication awards, Asia-Pacific Stevie Awards, non-profit awards, government awards

Powering the Nation: How Stevie Award Winner Singapore Power Inspired its Employees and Stakeholders

Posted by Maggie Gallagher on Thu, Mar 24, 2016 @ 11:31 AM

Singapore Power won the Gold Stevie Award for Best PR Campaign: International Communications in the Communications/PR Awards categories of the 2015 Asia-Pacific Stevie Awards.

The final entry deadline for the 2016 Asia-Pacific Awards has been extended to Wednesday, April 6.

REVIEW THE ENTRY KIT HERE.

We asked Amelia Champion, Head of Corporate Affairs at Singapore Power, what the Stevie award has meant for her team, and for some insight into how Singapore Power plans to continue to Power the Nation.

1603-SingaporePower.gifSingapore Power embarked on a corporate positioning exercise in 2013, with a focus on the company’s role as a reliable and efficient power utilities provider, an employer of choice, and a proactive developer of engineering talent. The journey covered a perception audit among consumers, employees across different employee strata and engagement with the Board and Senior Management.

The result was a corporate position—centered on the aspiration of “Powering the Nation”—adopted as the positioning statement. This position is supported by the three pillars of Trust, Technology, and Talent.

The main target audience included employees and prospective employees, customers, and the public.

As Head of Corporate Affairs at Singapore Power, Amelia Champion was delighted that her company’s campaign won a Gold Stevie Award. “This award is a boost to Singapore Power’s 3,500 employees,” she told us. “These are the people who have enthusiastically participated in telling their story of powering the nation 24/7, and of upholding high standards of reliability and efficiency to improve quality of life.”

Added Amelia: “The Asia-Pacific Stevie Awards are a solid pulse check and independent benchmark for companies as they build their track record, alongside respected peers.”

The Launch

Engaging employees in this journey was an essential component for the campaign’s success. Singapore Power (SP) launched the “Powering the Nation” positioning internally among its employees at the annual staff convention, and through decentralized road shows using parallel simulcast streaming. A commissioned video featuring SP’s role in supporting nation building was screened at these events. The theme and key pillars were also delivered through 27 Group CEO dialogue sessions with staff between September 2013 and October 2014.

SP introduced a new suite of internal communications channels named spectrum. These included a revamped staff portal featuring up-to-date information and important messages, fortnightly corporate news updates, a bimonthly spectrum magazine distributed to all 3,500 staff, and the “Power Talks” quarterly employee lunchtime platform to introduce the spectrum channels and enable staff to pick up useful information for professional and personal growth.

Branded “Powering the Nation” collaterals and gifts such as notebooks and coasters were produced and distributed to all staff. To inspire organizational pride in all staff, SP also put up National Day celebratory banners with the “Powering the Nation” statement at central locations around Singapore.

Outcomes

Results from the annual staff convention post-event survey revealed that the “Powering the Nation” statement resonated well with staff, who also exhibited high recall and receptivity to the key messages. As high as 96% of 530 staff who participated in the plenary session said that they felt proud of the company’s role in powering the nation. About 91% agreed that “I Power the Nation” accurately described their roles at SP.

Not only has “Powering the Nation” been well-received by staff, they have spontaneously adopted the positioning statement within their own programs and presentations and now regularly use the it when introducing Singapore Power to local and overseas stakeholders.

Powering the Future
Amelia told us some of the activities planned by Singapore Power for 2016. “We aim to establish and enhance more channels of engagement with our customers and employees, in tandem with new ways of staying connected in the digital age. We will also focus on community service and staff volunteerism, continuing our commitment to powering the nation in more ways than one.”


Amelia looks forward to the year ahead. As she told us, she is motivated by “the pride and fulfillment of being part of a team that keeps the lights on round the clock, contributes to Singapore’s economic growth and quality of life, and drives sustainable solutions to serve future generations.

About Amelia Champion:

Amelia Champion is Singapore Power's Head of Corporate Affairs, overseeing corporate positioning, reputation management, internal communications, and corporate social responsibility. She built her career in healthcare and community service organizations. At the SingHealth Group, Amelia was Director, Group Communications, driving programs and initiatives to unify employees and to reinforce the Group’s standing in Academic Medicine. Prior to that, Amelia headed Public Relations, Patient Relations, Events, and Promotions at the National Kidney Foundation in Singapore. She was responsible for running nation-wide campaigns to promote organ donation; international healthcare conferences with marketing efforts in the US, Europe and Asia; policy-making; and for creating holistic self-help programs for patients. In her spare time, Amelia contributes to her school's alumni association as an executive committee member, and volunteers her services in her local parish.

About Singapore Power:

Singapore Power Group (SP) is a leading energy utility group in the Asia Pacific. It owns and operates electricity and gas transmission and distribution businesses in Singapore and Australia, and district cooling businesses in Singapore and China. More than 1.4 million industrial, commercial, and residential customers in Singapore benefit from SP’s world-class transmission, distribution, and market support services. The networks in Singapore are amongst the most reliable and cost-effective worldwide. For more information, please visit www.singaporepower.com.sg and follow us on Facebook fb.com/singapore.power

Tags: business awards, PR awards, communication awards, Asia-Pacific Stevie Awards

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