The Invaders scores double win at The Content Marketing Awards with Knorr and Sanquin - The Invaders

Content Marketing The Awards is all about celebrating the best and most inspiring content marketing cases - for recognition, learning, and inspiration. With over 50 agencies and companies submitting their cases, CMTA 2024 is the largest content marketing award program in the Netherlands. 

#ModTheVeg takes home the gold

Despite fierce competition, The Invaders managed to bring home two awards. One of them came out of the heavily contested ‘Content Marketing Campaign’ category. The Knorr #ModTheVeg campaign received high praise from the jury and was awarded the gold award.

Jury report:

“It all began with a simple yet sharp insight: products like ‘meat’ and ‘pizza’ had higher HP scores than healthy products. No wonder the target audience also valued unhealthy products more highly in real life. This case changed that, and now vegetables in Minecraft have the same HP values. But that wasn’t the only success—the results of this case are mind-blowingly good.”

#ModTheVeg is a worldwide campaign launched by Knorr and The Invaders, together with MullenLowe Global, Mindshare and Weber Shandwick, that has put veggie equality on the radar of gamers. By collaborating with the best modders around the world we developed mods for famous games that supercharge the role that vegetables play. Want to know more? Check out our case-page.

Beautiful compliments and a bronze award for Operation Aorta

#ModTheVeg proves the marketing power of gaming, but this sprawling world can also be used to teach new generations about important subjects, such as blood donation. Together with Sanquin, we proved this through Operation Aorta. A Minecraft experience that also convinced the jury and won bronze in the category ‘Non-profit Content Marketing Programma’.

Jury report:

“The chosen medium hits right at the heart of the target audience—compliments for this bold choice. Moreover, the creators avoided the trap of focusing too heavily on content. They stayed true to the principles of the chosen medium: gaming is fun. As a result, they managed to actively engage the audience in a topic that isn’t exactly top of mind for them. With additional investments in visibility, the jury sees opportunities for even greater impact. The jury proudly awards the bronze award to Sanquin and The Invaders.”

Operation Aorta is an educational Minecraft world, created by The Invaders and Sanquin, about the role of blood. Players ages ten and up are challenged to complete an important mission in the human body, with a unique skin as a reward. Through this journey they learn more about the role of blood and the importance of blood donation. Want to know more? Check out our case-page.

For more information on the CMTA and an overview of all winners, visit Marketing Report.