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Congratulations to all the winners.

WELCOME

TO THE 2009 INTERNATIONAL ECHO AWARDS! Brilliant marketing happens in good economies and bad. What separates the innovators from the wannabes is not the money spent on a campaign, but the quality of the thinking. This thinking is born in the strategy, comes alive in the creative execution, and is proven by the results. You can’t judge any advertising effort without looking at all three elements. ECHO is the only advertising award built upon the foundation of strategy, creative and results. ECHO celebrates campaigns that had the power to change business. Considering the consumer mindset in 2008-2009, building a campaign that changed business was a remarkable accomplishment. The minds behind every winner announced tonight had the skills, intelligence and even the guts to take a chance. To build programs that used an ever-growing media menu in unique and interesting ways. To develop creative so bold that it stopped jaded consumers and got them to pay attention. To rewind a DVR and watch an ad. Send a text message. Comment on a blog. Pick up the phone. And, most importantly, take out a credit card. There were many remarkable entries this year, which is why I’m pleased to announce three new awards: • The ECHO Green Award honors the most innovative campaign employing environmentally responsible and sustainable marketing strategies and techniques. • The ECHO People’s Choice Award. Voting for this award was via text message or online, and was completed at noon on the day the awards were given out. • The ECHO Governors Award for Strategic Innovation is a special award given to one campaign that took strategic thinking to a whole new level. You can see a listing of all ECHO Award campaigns on our website (www.dmaecho.org) and in this thumbnail drive. For an in-depth look at the strategies, creative and results of this year’s winning efforts—and previous year’s—subscribe to the ECHO Library of Case Studies, also available at our website. We salute all the winners tonight. We are inspired by your talents. Your work will motivate us to strive to change business no matter what the economy.

Neil Feinstein Director of Brand and Creative Strategy, True North Chairperson, Governors of the ECHO Academy of Direct Marketing Arts & Sciences 5

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ECHO AC DEMY of Direct Marketing Arts & Sciences The ECHO Academy, launched October 2008, is dedicated to upholding and shaping the ECHO Awards’ standards of marketing excellence and business success. It celebrates innovation in the digital, interactive and traditional media that use direct marketing principles to drive business success. The ECHO Academy of Direct Marketing Arts & Sciences is led by its Governors, and is comprised of: • Honorary Governors • International Judging Chairs • Founding The ECHO Academy guides the ECHO Awards at DMA, and offers educational and networking opportunities to Academy , who have met rigorous standards for ission and serve as judges of the ECHO Awards. Information about applying for hip is at www.dma-echo.org.

HONORARY GOVERNORS* OF THE ECHO ACADEMY

Pablo Alzugaray – CEO, Shackleton (Spain) Matt Blumberg – Chairman/CEO, Return Path (USA) Howard Draft – Chairman, Draftfcb (USA) Alejandro di Paola – CEO, di Paola & Associates/WPP (Argentina) David Kenny – Chairman, CEO, Digitas (USA) Fred Koblinger – CEO, PKP Proximity (Austria) Shelly Lazarus – Chairman, Ogilvy & Mather (USA) Craig Newmark, Founder, Chairman, Customer Service Representative, Craigslist (USA) Jerry Reitman – CSO, The Reitman Group (USA) Stan Rapp – Chairman, Enguage (USA) Dr. Martha Rogers – Founding Partner, 1 to 1 Media (USA) Sir Martin Sorrell – Chairman/CEO, WPP (UK) FOUNDING * OF THE ECHO ACADEMY

Randy Belcher – SVP, Creative Director Doner (USA) Monica Chan – Group Managing Director, Datatrade Ltd. (Hong Kong) Robert DeSena, Managing Director, NA, iO Global (USA) Carolyn Goodman, President/Creative Director, Goodman Marketing Partners (USA) Tom Goosmann, Chief Creative Officer, True North, Inc. (USA) Duncan Gray, Executive Creative Director, Proximity London (UK) Nancy Harhut, Consultant (USA) Susan Jones, Professor of Marketing, Ferris State University (USA) Barbara Joynes, Partner, Integrated Services, The Martin Agency (USA) Jonathan Lambert, CEO, ACTON (USA) Bruce Lee, Executive Creative Director, G2 (USA) Erik Mathre, Creative Director of Direct Marketing, Rogers Townsend (USA) Hallie Mummert, Editor in Chief, Target Marketing (USA) Karen Rice Gardiner, Creative Director, National Geographic (USA) Jon Roska, CEO, Chief Creative Officer, Roska Direct (USA) Herbert Schneider, Managing Director, Draftfcb (USA) Mary Teahan, Chief Executive Officer, Comunicacion Proximity (Argentina) Georges Van Nevel, Managing Partner, DVN (Belgium) Kristi Vandenbosch, President, Tequila (USA) *At Press time 2009 Governors of the ECHO Academy are listed, with photographs, on page 9 7

There’s never been a better time to drink the Direct mail and banner ad response rates are down 90%. Only 18% of traditional TV campaigns generate a positive ROI. There is very little trust of advertising and marketing. And every marketing director is expected to do more with 30% less budget. Social media is the #1 activity on the Web. YouTube is now the #2 search engine in the world. There are over 200,000,000 bloggers and over 54% of them blog or tweet every day. The world has changed… Big Fuel works with brands and agencies to create relevant and useful content to drive commerce. We believe this is the most powerful way for brands to connect and engage with consumers today. Our unique and time-tested approach bridges “people stories” to “product stories” through social media and branded content, speaking directly to the real-life needs of consumers. In fact, we are so sure of our proprietary methodology, we guarantee measurable results.

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FROM CONTENT TO COMMERCE™

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2009 ECHO AWARDS COMMITTEE ECHO CHAIR E

BERNICE GROSSMAN

CATHERINE E. MORIARTY

NEIL H. FEINSTEIN N

President DMRS Group, Inc. New York, NY

Advertising Specialist Editor – Deliver United States Postal Service Washington, DC

ECHO VICE CHAIR E

HENRY (HANK) HOKE, III

HOLLY PAVLIKA

KAREN EBBEN K

Publisher Hoke Communications, Inc. Gilford, NH

Executive Creative Director Big Fuel New York, NY

TEDD AURELIUS T

WARREN HUNTER

EUGENE RAITT

V President, Management Vice SSupervisor The Martin Agency T Richmond, VA R

Chairman & CEO DMW Worldwide LLC Wayne, PA

SVP – Accident & Health & CMO, Asia Allied World Assurance Company Hong Kong

ANDREW BECKMAN A

MARJORIE KALTER

DETLEF RUMP

President Location3 Media, Inc. Denver, CO

Academic Program Director Clinical Professor New York University New York, NY

Managing Director & COO Proximity Hamburg,

WILLIAM W. COLLINGER W

BOB KNORPP

EZEQUIEL TRIVINO

P President Collinger & Associates C SSt. Louis, MO

President The Cool Beans Group Greensboro, NC

Founder – Principal Wikreate San Francisco, CA

RICHARD EBER R

BRENT KUHN

E EVP, Executive Creative Director D MRM Worldwide M Lawrenceville, NJ L

Partner Bennett Kuhn Varner, Inc. Atlanta, GA

ERIC EDGE E

SID LIEBENSON

D Director of Communications Euro RSCG Worldwide E Chicago, IL C

EVP, Director of Marketing Draftfcb Chicago, IL

PAM FIELDS P

MITCHELL A. LIEBER

C CEO SStetson New York, NY N

President Lieber & Associates Chicago, IL

CHAD GHASTIN C

LEONA LINDNER

ECHO CONSULTANT

Senior Director CRM Kraft Foods Tarrytown, NY

CIPP Upper Saddle River, NJ

D Director of Brand and Creative Strategy True North Inc. T New York, NY N

D Director, Marketing Effectiveness & Enabling Analytics, GMIA General Motors Corporation G Detroit, MI D

Customer Relationship Marketing Manager WeightWatchers.com New York, NY

KARIN L. GIFFNEY K

V President, Marketing Vice Discover Financial Services D Chicago, IL C

INTERNATIONAL JUDGING CHAIRS ECHO CHAIR OF EUROPEAN JUDGING FOR EUROPE, MIDDLE EAST, AND AFRICA

FINN OVERGAARD

Founder & CEO RelationshutteGekko Copenhagen, Denmark ECHO CHAIR OF AUSTRALIAN JUDGING FOR ASIA PACIFIC, AUSTRALIA AND NW ZEALAND

MALCOLM BRISTOW

Head of Direct Leap Agency Melbourne, Australia MATT LEONARD

MARYSSA MILLER M

D Director of E-Commerce Lacoste L New York, NY N

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Sc ien e c Me ets

Art.

SMART. Direct thinking. It’s the magical mixture of solid direct response strategy and superior creative vision. It’s how BKV has helped client after client generate specific, tangible results — for over 28 years. And it’s made us one of the largest independent direct response agencies in the country. So, Einstein? Meet Lichtenstein. Darwin, say hello to Da Vinci. We’re BKV. And we believe in the power of direct thinking.

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THANK YOU

TO OUR 2009 INTERNATIONAL ECHO AWARD SPONSORS

PARTNERS

WEBSITE DEVELOPMENT & MANAGEMENT

BKV 2009 CALL FOR ENTRIES

True North 2010 CALL FOR ENTRIES

Wikreate PLATFORM FOR 2009 PEOPLE’S CHOICE AWARD

Mella Media SPONSORS

A. EICOFF BROADCAST INNOVATION AWARD

HOKE AWARD

USPS GOLD MAILBOX AWARD

2009 DIGITAL ECHO WINNERS PROGRAM

Movada Media

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DIAMOND A.EICOFF BROADCAST AND

INNOVATION AWARDS TOURISM QUEENSLAND HAD A MISSION TO MAKE THE ISLANDS OF THE GREAT BARRIER REEF an international destination. During the northern

hemisphere’s winter, and at a time of rising unemployment, a campaign recruited candidates for the world’s best job: Islands Caretaker, a legitimate, salaried position. In-store posters, along with newspapers and online ads, recruited candidates, and an information site ed by a strong social media presence got the word out. Applicants were asked to submit a video application demonstrating their knowledge of the islands. The campaign captured global media attention, exceeded application goals by twofold, and drew nearly 7 million unique visitors in 56 days. CAMPAIGN NAME

– The Best Job in the World

– Travel & Hospitality/Transportation Multimedia CLIENT – Tourism Queensland AGENCY – CumminsNitro Brisbane JUDGE COMMENTS, DIAMOND AWARD– This was a tourist campaign masquerading as a recruitment effort. Who wouldn’t want the best job in the world in the most idyllic setting? This now famous campaign had a global reach and generated high-volume, imioned response among tens of thousands of applicants and hundreds of thousands of voters. The Queensland Tourist Bureau owns the phrase “best job in the world” from this remarkable program. JUDGE COMMENTS, A EICOFF AWARD – A flawless campaign that was brilliantly executed and went viral. Full profile on page 69. CATEGORY

CONSUMER ADVERTISING MEDIUM –

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2009 SPECIAL AWARDS

USPS

GOLD MAILBOX AWARD SULAMÉRICA SEGUROS HOPED TO RETAIN HIGH-VALUE HOME INSURANCE CLIENTS in a wealthy area of São Paulo. Drawing inspiration from

the recent theft of a major Picasso portrait from a local museum, the company shipped reproductions of the portrait to its top home-insurance customers. Framed like the original and packed in a shipping crate, the painting seemed to be sent by the museum, giving the impression that the masterpiece would have been safer at the customer’s home. A letter also thanked recipients for their enduring relationship. A response rate of 80% provided the desired policy renewals and an ROI of 735%. Picasso Painting Financial Products and Services CONSUMER ADVERTISING MEDIUM – Direct Mail CLIENT – SulAmérica Seguros AGENCY – Sun/MRM Worldwide Full profile on page 36. CAMPAIGN NAME – CATEGORY –

DIGITAL INNOVATION AWARD RANDOM HOUSE MONDADORI S.A. WAS PREPARING TO LAUNCH THE SIGNAL (La Señal), in Spain but the novel had a scientific, interactive plot

that would appeal mainly to the techno-geek crowd, whotypically spend more time online than browsing bookstores. To appeal to a technologically savvy audience, the publisher integrated the novel with the web, both starting and ending it online. In other words, Random House created a circular strategy that could take people from the website to the bookstore, or from the bookstore to the website. The Signal’s site was talked about in over 120 blogs and 20 media outlets. Altogether, 875,000 s were reached. THE SIGNAL Publishing /Entertainmemnt CONSUMER ADVERTISING MEDIUM – Multimedia CLIENT – Random House Mondadori S.A. AGENCY – Proximity JUDGE COMMENTS – The link between the offline and online world, and the attempt to bridge the two is innovative and most definitely the future. This was an extremely creative and well targeted campaign. Hit the target audience on the nail. Perfect use of the viral nature of the internet. By integrating the product and its marketing into the very structure of the internet, this campaign really gets to the hearts and minds of its geek audience. The concept of a virus as a marketing tool, while alarming both pays off the promise of the plot and also delivers a thrill to the . Creative is impressive in its successful integration of different pieces across a variety of mediums. The look and feel is sleek, fun and audience-appropriate. Full profile on page 63. CAMPAIGN NAME – CATEGORY –

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ECHO

SEARCH MARKETING

AWARD

BABYCENTER WANTED TO INCREASE WEB TRAFFIC AND BUILD ADVERTISING REVENUE. Research showed that mothers were heavy social

media s, so the campaign looked at -generated content from mothers on the BabyCenter social platform, studying keyword search activity and social media comments. Content was then developed using top keyword phrases in site content, headlines, and meta tags to increase clicks on organic listings and increase rankings. BabyCenter also formed partnerships with content creators to provide fresh content for high-interest topics where information was lacking. BabyCenter’s organic search traffic rose 38% in 11 months and organic search traffic hit its highest level ever. BabyCenter –Pregnancy and Parenting Information Pharmaceutical/Healthcare CONSUMER ADVERTISING MEDIUM – Search Engine Marketing CLIENT – BabyCenter, LLC AGENCY – Greater Than One JUDGE COMMENTS – Great use of UGC to promote SEO. Although keyword research, meta tag copy etc. are all standard practice for SEO, this campaign’s use of social media optimization was innovative. CAMPAIGN NAME – CATEGORY –

HENRY HOKE AWARD NEW ZEALAND’S YELLOW PAGES GROUP HAD TO RESCUE ITS IMAGE FROM THE PAST WITH DIGITAL-AGE RELEVANCE. It rolled out a campaign

featuring a brand tagline “Job Done” and recruited a young woman to serve as the face of the campaign. Using only Yellow pages, the woman was tasked with finding all the help she needed to build a restaurant 40 feet above the ground in a redwood tree. A TV ad, billboards, and online media launched the campaign and a website kept everyone up on the treehouse’s progress. The process gripped viewers and increased Yellow’s online usage 11%, to reach record levels. The Yellow Treehouse Communications/Utilities

CAMPAIGN NAME – CATEGORY –

BUSINESS-TO-BUSINESS AND

Multimedia The Yellow Pages Group AGENCY – Aim Proximity JUDGE COMMENTS – Great solution to a product that had become irrelevant due to the internet and search engine providers. The Yellow Tree House was a runaway success in of business results and engagement, capturing the imaginations of consumers and media all over the world. Full profile on page 30. CONSUMER ADVERTISING MEDIUM –

CLIENT –

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2009 SPECIAL AWARDS

ECHO GOVERNORS AWARD

for STRATEGIC

NEW

INNOVATION

GJENSIDIGE FORSIKRING WANTED TO ENCOURAGE SMALL BUSINESSES WITHIN THEIR RETAIL SECTOR to move

their insurance policies from other companies to Gjensidige. Specifically, the Norwegian insurance company’s goal was to secure a sales meeting with 50% of campaign recipients. Following riots during which many Oslo shops suffered property damage, Gjensidige sent a brick similar to those used during the riots along with a photo of damaged shops and a letter offering a review of the recipient’s insurance needs. The results were extraordinary: 66% of the recipients scheduled a meeting, and the campaign generated a sales increase that was 10% above expectations. The Brick Insurance

CAMPAIGN NAME – CATEGORY –

BUSINESS-TO-BUSINESS ADVERTISING MEDIUM –

Direct Mail & Telemarketing Gjensidige Forsikring AGENCY – McCann Direkte MRM Partners JUDGE COMMENTS – This award is given to a campaign that took strategic thinking to a whole new level. The Brick campaign was unique in that the product was parity, yet the marketers were able to capitalize on a news story to heighten the relevance of their insurance offering, build urgency and drive sales from their target audience of small business/retailers. Full profile on page 49. CLIENT –

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2009 SPECIAL AWARDS

ECHO GREEN MARKETING AWARD The new DMA ECHO Green Marketing Award recognizes the most creative and strategic use of eco-responsible marketing tactics to deliver outstanding results, from a response or return on investment perspective, while producing impacts that affect the environment in positive ways. The award is judged by representatives from the DMA Committee on the Environment & Social Responsibility (CESR)

NEW

THE UNITED STATES POSTAL SERVICE WAS DETERMINED to educate business

customers about eco-conscious direct mail. It coined the term “Environmailist” and sent prospects a mailing that was in its own right a strong example of green mailing practices. Those who responded received a 100% organic Environmailist T-shirt and an Environmailism Handbook of tips, strategies, case studies, and green resources. All outbound and fulfillment elements were produced using the latest green processes, including VOC-free inks, Green Sealcertified paper, and printing methods that used wind-generated power. The response rate of 7.07% blew away the industry average, making it the USPS’s highest response from this target. Environmailist Campaign Business & Consumer Services CONSUMER ADVERTISING MEDIUM – Direct Mail CLIENT – United States Postal Service AGENCY – Campbell-Ewald JUDGE COMMENTS – The Environmailist campaign successfully integrated sustainable, creative and strategic environmental considerations — including the DMA’s Green 15 tenets — throughout the life cycle of the direct marketing process, all while delivering outstanding results, inspiring eco-action and promoting green awareness among marketers, and making a positive impact on the environment. CAMPAIGN NAME – CATEGORY –

ECHO PEOPLE’S CHOICE AWARD

VOTING FOR THIS AWARD WAS VIA TEXT MESSAGE OR ONLINE,

NEW

and was completed at noon on the day the awards were given out, (October 20, 2009). For the first time, DMA attendees and site visitors participated in the selection of an ECHO winning campaign. Go to www.dma-echo.org to find out who received this inaugural award. 17

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AUTOMOTIVE

BRONZE BMW WANTED TO ENTICE PORSCHE DRIVERS WITH THE NEW BMW X6. To pique the interest of this

difficult-to-impress audience, BMW extended a highly exclusive offer. Before auto journalists had even seen the X6, prospects were individually chauffeured to an Air Force base hanger for the unveiling. Next they were treated to a test run with a leading racecar driver and time behind the wheel. Everything was filmed to create a personalized DVD, which allowed prospects to share their experience. A remarkable response of 72% blew away the typical 5% test drive response and sured the lofty goal of a 50% response rate. BMW Seeks Opinionated Porsche Drivers

CAMPAIGN NAME –

Multimedia Draftfcb New Zealand Ltd CLIENT – BMW New Zealand CREATIVE – Jane Jamieson GROUP MARKETING MANAGER – CREATIVE – Leisa Wall Greg Hedgepeth EXECUTIVE – Anastasia Potter EVENT MANAGER – Pip Richards HEAD OF SERVICE – Fleur Head MARKETING MANAGER - BMW – Lesley Acutt DIRECTOR – Maria Reinbergen MANAGER - CRM – Ben Montgomery CREATIVE DIRECTOR – James Mok MANAGING DIRECTOR – Mark Gilbert PRODUCTION MANAGER – Sharyn Howard CONSUMER ADVERTISING MEDIUM – AGENCY –

FORD HOPED TO ENHANCE LOYALTY AMONG CUSTOMERS PURCHASING A NEW VEHICLE. It began by sending a thank you in the form of a welcome guide two weeks after purchase. Each guide was customized to match the customer’s new car—down to the color, trim, and special features—and discussed special warranties and additional accessories applicable to the specific vehicle. The guide encouraged owners to online to enhance their relationship with Ford, and also offered special discounts on dealer services. The mailing was perceived as a “must keep” reference item. As a result, site registration increased incrementally by 120%. CAMPAIGN NAME –

Owner Advantage Communication (OAC)

Welcome Package Direct Mail Ogilvy Team Detroit CREATIVE DIRECTOR – Murray Grondin ART DIRECTOR – Steve Poirier WRITER – Steve Ockerman & Lori Nixon CONSUMER ADVERTISING MEDIUM – AGENCY –

Jason Blades, Teresa Millner & Nancy Kucera Eric Neville & Kate Collett DATA ANALYST – Stephen Sawyer CLIENT – Ford Customer Service Division PRODUCTION – –

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AUTOMOTIVE

BRONZE FORD WANTED TO INTEREST A YOUNG AUDIENCE IN THE LAUNCH OF ITS NEW FIESTA IN . A social media strategy

took advantage of Facebook, MySpace, Twitter, iPernity, and Flickr, asking young Germans to contribute their own digital content that expressed the sentiment “this is now.” The digital content was displayed on the country’s largest LED screen, with text messages, Tweets, photos, and videos flashing across the screen 24 hours a day for an entire month. Response was beyond expectations, resulting in thousands of digital submissions. The campaign even earned the distinction of the country’s most successful MySpace campaign. Is Now: Be Part of It! Other AGENCY – Wunderman GmbH EXECUTIVE CREATIVE DIRECTOR – Uli Buesgen CREATIVE DIRECTOR – Monika Neumann CREATIVE DIRECTOR – Thomas Limmer MANAGEMENT SUPERVISOR – Christine Bernsmann SENIOR COPYWRITER – Christian Löck

Daniel Wippermann Anja Gottschling ART DIRECTOR – André Hoffmann CLIENT SERVICE DIRECTOR – Stefan Jordan CLIENT – Ford-Werke GmbH

CAMPAIGN NAME – This

COPYWRITER –


ART DIRECTOR –

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Sibylle Becher Hubertus von Zehmen MANAGER ADVERTISING & MARKETING – Olaf Hansen MANAGER MARKETING-COMMUNICATION FOG –

MANAGER INTERACTIVE CONSUMER MARKETING –

leapagency.com.au

BUSINESS AND CONSUMER SERVICES

GOLD THE U.S. NAVY NEEDED TO COMBAT WHAT IT CALLED THE “MOM MOMENT”: that moment

when a mother says, “Not my child!” Decades of experience showed that traditional marketing and advertising approaches were limited, so the Navy turned to an online peer strategy and invited Navy mombloggers to NAVYForMoms.com. A variety of media reached out to questioning moms and encouraged them to speak directly to other mothers through the site. Site registration sured annual goals in six months and a study in the target region found that mothers’ for their child’s enlistment rose 25%.

Navy Influencer – NAVYForMoms.com Multimedia AGENCY – Campbell-Ewald VICE CHAIRMAN, CHIEF CREATIVE OFFICER – Bill Ludwig CLIENT – Navy Recruiting Command CAMPAIGN NAME –


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SILVER TO PUBLICIZE ITS CAPABILITIES, WIKREATE DECIDED TO CELEBRATE THE ECONOMIC CRISIS The gutsy campaign was

based on the idea that slim budgets wouldn’t allow for an opulent annual celebration. Prospective clients could the party in San Francisco, or online. Invitations were mailed on packs of cheap supermarket salami to grab attention, and a viral video followed. Those sending regrets received Wall Street Journal stock listings and were asked to make confetti from it for their own crisis celebration. The party gained national media attention and won the company a major new client. Celebrate the Crisis – A Singular Wikreate’s Party Multimedia AGENCY – Wikreate CREATIVE LEAD – Ezequiel Trivino LEAD – Elena Castanon DIRECTOR – Virginia Lu ACD COPYWRITER – Carlos Garchitorena ACD ART DIRECTOR – Santiago Casares ADC ART DIRECTOR – Jamie Kim WEB DESIGNER AND DEVELOPER – Santiago Casares CLIENT – Wikreate CAMPAIGN NAME –


CAMPAIGN NAME –

Getting Personal Direct Mail

ADVERTISING MEDIUM –

& Other OgilvyOne Worldwide, Malaysia EXECUTIVE DIRECTOR – Selina Ang AGENCY –

CREATIVE DIRECTOR/COPYWRITER –

Lee Siew Tin AS MALAYSIA’S MARKET LEADER, DHL NEEDED TO PROTECT ITS POSITION FROM ENCROACHING COMPETITION.

To defend its territory, it pursued increased sales through existing customers. The company sent customers a personalized postcard of a beach scene that featured the recipient’s name written in the sand. Customers were promised prizes and a chance to win a beach vacation if they met a specified shipping target. Thanks to customer data, targets were based on each individual customer’s shipping patterns, making them relevant and attainable. The mailing had a response of 83% and earned an ROI of 24.5.

CREATIVE GROUP HEAD – Tay

Kok Khuan Alvin Wong DESIGNER – Michelle Lye COPYWRITER – Celestine Lau COPYWRITER – Joelynn Chin MANAGING DIRECTOR – Alex Lee DIRECTOR – Linda Lee EXECUTIVE – Julie Saw/ Koh Luke Yeh CLIENT – DHL Express (Singapore) Pte Ltd ART DIRECTOR –

NATIONAL MARKETING MANAGER –

Ooi Yung Chiun CORPORATE COMMUNICATIONS SOUTH EAST ASIA MARKETING –

Karen Tan 23


SILVER GETTY IMAGES DEUTSCHLAND NEEDED TO CONVINCE BOOK PUBLISHERS that its

services were not just for magazines and advertising agencies. To prove that the right images elevate any book, it gave the country’s most boring book a makeover. At the same time the German government mailed the 2009 Income Tax Guide, Getty Images mailed its own image-laden edition to publishers throughout the country. The formerly dull and often forgotten tax guide was a smash hit, drawing a response rate of 17%. In addition, photo sales to book publishers have risen, reaching twice the previous year’s sales. CAMPAIGN NAME –

Income Tax Guide 2009

BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – AGENCY –

Direct Mail & Other

Red Urban GmbH

Andreas Klemp Ole Suraj ART DIRECTOR – Marianne Bartl PRODUCER – Carsten Horn ART DIRECTOR – Judith Baumgartner PRODUCER – Jörg Friedrich EXECUTIVE – Maria Schmid ILLUSTRATOR – Bernd Georg COPYWRITER – Niklas Maier CLIENT – Getty Images Deutschland GmbH EXECUTIVE CREATIVE DIRECTOR – CREATIVE DIRECTOR COPY –

ROYAL MAIL WANTED TO EDUCATE ADVERTISING AGENCIES ABOUT DIRECT MAIL’S UNIQUE QUALITIES

CAMPAIGN NAME –

to stave off falling mail volume. It created an online center with the latest innovations and information about direct mail and promoted it with a campaign that emphasized the power of touch. A mailing alluded to the “cold” economic environment and encouraged recipients to press a button on the mailing for good news. The mailing, which was a heating pad with a printed message, warmed in recipients’ hands to prove its point. In just 20 days, it drew 49% of the annual target for unique site visitors.

AGENCY –

Royal Mail Heat Pack

Direct Mail Proximity London CREATIVE DIRECTOR – Nicola Rogers EXECUTIVE CREATIVE DIRECTOR – Caitlin Ryan ART DIRECTOR – Jason Fletcher COPYWRITER – Andy Hepburn PLANNING PARTNER – Adrian Hoole PLANNER – Emma Hargreaves HEAD OF PRODUCTION – Chris Chadwick PRODUCTION MANAGER – Becky Maguire DIRECTOR – Nick Myers SENIOR MANAGER – Jonny Miles Prouten CLIENT – Royal Mail BUSINESS-TO-BUSINESS ADVERTISING MEDIUM –

SENIOR MARKETING COMMUNICATIONS MANAGER –

Amanda Close

MARKETING COMMUNICATIONS MANAGER –

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Emma Perret


SILVER ROYAL MAIL WANTED TO EDUCATE DECISIONMAKERS AND OWNERS of small and medium businesses

to see them as a partner for growth. Through a short online questionnaire, Royal Mail was able to provide tailored advice and information about its products and services that help grow each participant’s business. It emailed a PDF of the information, and in a few days, a digitally printed customized pack arrived by mail with more customized advice for promoting growth. The campaign had a 50% conversion rate for those who started the questionnaire, and 30% of those who received a Growth Pack visited Royalmail.com small business site. CAMPAIGN NAME –

Royal Mail Partners for Growth


Web Development & Direct Mail Proximity London COPYWRITER – Marcus Iles EXECUTIVE CREATIVE DIRECTOR – Duncan Gray HEAD OF DIGITAL – Mark Iremonger SENIOR DIRECTOR – Katie Hankinson DIRECTOR – Jocelyn Hendry COPYWRITER – Chris Monk PRODUCER – Shahin Ali

Sean Tweddell Claire Aldous DIGITAL DEVELOPER – Kwai Cheung MANAGING PARTNER – Emma Rush EXPERIENCE DIRECTOR – Paul Rasmussen CLIENT – Royal Mail PLANNER –

AGENCY –

DATA DIRECTOR –

TERMINEX NEEDED TO GENERATE AWARENESS

of pest control in a market where enthusiasm was high for remodeling but low for ongoing maintenance. A three-pronged campaign targeted women aged 35-54, because they influence many household decisions. Using broadcast, direct mail, and digital channels, Terminex appealed to prospects’ desire to keep control over the home and avoid another household crisis, encouraging homeowners to strike first, before the unseen threat of termites and pests got the upper hand. The campaign resulted in a 14% market share increase in residential termite control and a 5% market share increase in residential pest control services. CAMPAIGN NAME – Terminix

Seeing Is Believing Multimedia

CONSUMER ADVERTISING MEDIUM – AGENCY –

Publicis Dallas

EXEC. VICE PRESIDENT, EXECUTIVE CREATIVE DIRECTOR –

Shon Rathbone SR. VICE PRESIDENT, GROUP CREATIVE DIRECTOR – VICE PRESIDENT, CREATIVE DIRECTOR –

Julia Melle

Glen Day

Jonathan Harper MANAGEMENT SUPERVISOR – Rebecca Cohen SUPERVISOR – Molly Mann EXECUTIVE – Chrissie Detrich CLIENT – The Terminex International Company LP (Terminex) CHIEF MARKETING OFFICER – Brad Cumings DIRECTOR OF MARKETING – Stefan Figley ART DIRECTOR –

DIRECTOR OF MARKETING –

Joe Finch

DIRECTOR OF INTERACTIVE MARKETING - SERVICEMASTER –

Edmund Mackey VICE PRESIDENT, DIRECT MARKETING GROUP - SERVICEMASTER –

Mark Allen

25


SILVER FACULDADE ANHANGUERA NEEDED TO BOOST ISSIONS EXAM ENROLLMENT in a time of aggressive

competition among Brazilian universities. Its campaign targeted lower income youth, inviting prospects surfing education sites to view Brazilian celebrity Ana Hickmann’s recent commercial. Interested prospects provided their name and cell phone number before watching a video about the making of the TV commercial. During the video, participants were surprised by a call from Ana Hickmann. Viewers could also share the experience by entering friends’ email addresses and phone numbers. Using just 3% of the communications budget, the campaign drew 18,000 interactions in one month. Web Video Call Anhanguera Multimedia AGENCY – OgilvyOne CREATIVE DIRECTOR – Reinaldo César Jr. ART DIRECTOR – Fernando os ART DIRECTOR – Leonardo Yabu COPYWRITER – Nathalie Lourenço COPYWRITER – Marisa Rigon GROUP DIRECTOR – Denise Caruso DIRECTOR – Maria Laura Alzueta CAMPAIGN NAME –


Silvia Curiati Ana Raquel Renovatto PROGRAMMER – PontoMobi – Rafael Arruda Grostein FILM DIRECTORS - NUCLEAR – Oscar Rodrigues and Alexandre Cruz CLIENT – Faculdade Anhanguera MARKETING MANAGER – Maristela Poli Guanais PLANNING – PLANNING –

BRONZE THE SWEDISH ADVERTISING ASSOCIATION HOPED TO RAISE AWARENESS of hip benefits among its new and existing mem-

bers. It chose to do so by putting a spin on its long-standing tradition of sending new a cake. Instead of sending a readymade cake, it presented its with a cake kit to make their own, with each ingredient representing one of the many benefits of hip. Once completed, participants were encouraged to share their creations online with other . The campaign managed to wow a traditionally hardto-impress audience with its creativity, drawing 30 new agency and exceeding goals by 20%. CAMPAIGN NAME –

Bake a Cake


Multimedia

Ogilvy

Christina Knight Jenny Ström/Helena Thorsell COPYWRITER – Christina Knight DIRECTOR – Martin Agebrandt MANAGER – Tina Solfeldt CLIENT – The Swedish Advertising Association MARKETING MANAGER – Bon-Hee Nilsson CREATIVE DIRECTOR –

ART DIRECTORS/DESIGNERS –

26


BRONZE SHACKLETON WISHED TO SEND A HIGHLY CREATIVE CHRISTMAS GREETING to impress clients, so it showcased

its abilities with the gift of a farewell party for President Bush. The agency launched a site that provided party kits, including invitations, music, and cocktail recipes. In addition, minispots were broadcast on social media outlets to spread the word. Mailings to 500 recipients—including President Bush—marked the event with souvenir watches. The agency’s own farewell party was ed by 1500 parties in 50 countries. Major media coverage including American CNN, and the site drew nearly 75,000 online visitors, with 10,000 blog and social media references. CAMPAIGN NAME –

Bush Bye Bye Party

BUSINESS-TO-BUSINESS AND CONSUMER ADVERTISING MEDIUM – AGENCY –

Multimedia

Shackleton

Juan Nonzioli Alfonso Marian INTERACTIVE EXECUTIVE DIRECTOR – Enric Nel-lo CORPORATE DEVELOPMENT MANAGER – Alex Baixas COMMUNICATIONS DIRECTOR – Luciana Borges CREATIVE DIRECTOR – Nacho Guilló, Victor Aguilar, Pablo González de la Peña, Antonio Herrero GENERAL CREATIVE DIRECTOR –

EXECUTIVE CREATIVE DIRECTOR –

Carmen Santamaria, Gemma Martin, Elisa Martinez, Cyril Pierre AUDIOVISUAL PRODUCTION TEAM – Manuela Zamora, Pablo García Acón GRAPHIC PRODUCTION TEAM – Itxaro Vicuña, Susana Herraez ART DIRECTORS – Alfredo Ustara, Alex García, Maria Salomon DIGITAL CREATIVE TEAM – Jaume Leis, Carlos Wassmann, Daniel Rocasalbas, Victor Castillo, Carlos Jiménez AVID EDITING TEAM – Jordi Canela, Paula Cuadrado, Paloma Martin CLIENT – Shackleton DMO TEAM –

IBM NEEDED TO PROMOTE ITS NEW WEB 2.0 COLLABORATIVE SOFTWARE DEVEOPMENT TOOLS.

A campaign reached out to of software development teams with a viral email introducing Mr. Fong, a developer lost in space who needed help ing his team. Once directed to a landing page, recipients were provided various tools, including IBM’s software, to help Mr. Fong his team. Questions from Mr. Fong’s colleagues helped introduce various aspects of IBM’s software. Mr. Fong also interacted with prospects through s on YouTube, Twitter, and Facebook. Viral videos had open rates of 19% and 20%, and eventually led to trial s. CAMPAIGN NAME –

Connect Mr. Fong

CONSUMERADVERTISING MEDIUM –

Email and Instant Messaging & Web Advertising AGENCY – Ogilvy New York VICE CHAIRMAN, CREATIVE, OGILVY NEW YORK – Chris Wall EXECUTIVE CREATIVE DIRECTOR – Susan Westre CREATIVE DIRECTOR – Vicki Azarian CREATIVE DIRECTOR – Chris Lindau ART DIRECTOR – Sally Kim INTERACTIVE PRODUCTION – Jason Shevchuk ART DIRECTOR – Mike Tunney INTERACTIVE PRODUCTION – Valerie Valoueva COPYWRITER – Steven Schroth CLIENT – IBM Corporation COPYWRITER – Ben Heller 27


BRONZE TH DIRECT MARKETING ASSOCIATION’S INTERNATIONAL ECHO THE AW AWARDS needed to prove it was the premier competition for direct and interactive

m marketing—not just for direct mail. A campaign featuring an ECHO-cardiogram theme kicked off at the ECHO Awards ceremony, where nurses ed out appointth ment cards to drive prospects online and provide information. Prospects m received a direct mail package prescribing an ECHO-cardiogram test to determine re if their ideas were big enough for the ECHOs. A series of emails, a print ad, and a delivery of posters and easels to New York agencies also emphasized the power of d aan ECHO. Forty percent of entries came from digital agencies, and 32% of entries w were from first-time entrants. CAMPAIGN NAME –

ECHO-Cardiogram


Multimedia

MRM Worldwide

Richard Eber Jon Tell ASSOCIATE CREATIVE DIRECTOR/ART – Carol Sondesky ART DIRECTOR/INTERACTIVE – Chris Silvestre SVP, STRATEGIC PLANNING – David Huehnergarth VP, DIRECTOR – Ruth Landamia CLIENT – The Direct Marketing Association DIRECTOR OF AWARDS PROGRAMS – Barbara Parker

EVP, EXECUTIVE CREATIVE DIRECTOR –

ASSOCIATE CREATIVE DIRECTOR/COPY –

HENKEL IBÉRICA NEEDED TO PROMOTE ITS NEW SCHWARZKOPF PROFESSIONAL ESSENITY LINE

to salons throughout Spain. To highlight that the product was 100% natural and organic, the company sent salons packages that opened like a flower. Inside, recipients found what appeared to be a jar of conditioner, which actually contained fertilized soil. Instructions asked recipients to plant the letter in the jar and water it. The letter, which was made from organic paper and contained seeds, soon sprouted into a plant to represent the natural source of Essenity’s ingredients. The campaign generated an 83% response rate and sured initial sales goals by 127%. CAMPAIGN NAME –

Essensity


Direct Mail

Shackleton

Albert Solé Alex Reizabal MANAGER – Elisenda Porta EXECUTIVE – Estefania Cortes ART DIRECTOR – Carles Morata COPYWRITER – Beatriz Torres CLIENT – Henkel Ibérica S.A. Schwarzkopf Professional GENERAL MANAGER – CREATIVE DIRECTOR –

28


BRONZE ROYAL MAIL WANTED TO ATTRACT MORE BUSINESS FROM MAILROOM MANAGERS, so it sent a package that de-

livered a strong message about its service. The package contained a ball that was labeled “not a stress ball” and was accompanied by a letter that told recipients they could take some stress out of their life by using the dependable services of Royal Mail. Instead of needing to squeeze a stress ball, they would have the time to casually bounce their new ball while knowing that all deliveries would reach CAMPAIGN NAME –

their destinations, as planned. The campaign achieved an ROI of 9:1 and exceeded the target twofold.

Not a Stress Ball


Proximity London CREATIVE DIRECTOR – Nicola Rogers ART DIRECTOR – Duncan Gray COPYWRITER – Patrick Collister COPYWRITER – Marcus Iles DIRECTOR – Nick Myers PLANNER – Mark Hancock DATA PLANNER – Nikki Gosling SENIOR MANAGER – Rebecca Evans

Direct Mail

AGENCY –

PRODUCTION MANAGER –

Becky Maguire CAMPAIGN MANAGER –

Laura Masterson Royal Mail

CLIENT –

MARKETING COMMUNICATIONS EXECUTIVE – MARKETING COMMUNICATIONS MANAGER –

Paul Malone Caroline Forbes

BBC HAD TO CONVINCE STUDENTS TO BUY A TELEVISION LICENSE but knew they often resisted with colorful excuses. Students

received notices about a license fee with their acceptance to university and again with a university welcome pack. Once on campus, the campaign used students’ often-outlandish excuses to promote the cause, sharing various clips of students sharing their best excuses. Whether on TV, the radio, or in Facebook banner ads, the message was clear: BBC thought students’ excuses were great—because it could use them as evidence against those who didn’t . ROI reached 13:1 and sales increased 4.8% over the previous year. CAMPAIGN NAME – TV

Licensing “No Excuse” Campaign 2009 Multimedia AGENCY – Proximity London MANAGER – James Dyer DIRECTOR – Lindsey White ART DIRECTOR – Jason Fletcher PRINT PRODUCTION MANAGER – Stuart Ketteridge CAMPAIGN MANAGER – James West PRODUCER – Marc Schneider PLANNER – Hazel Reed CLIENT – BBC TV Licensing MARKETING MANAGER - Brand – Peter Kirk CAMPAIGN MANAGER – Selina Holliday CONSUMER ADVERTISING MEDIUM –

29

COMMUNICATIONS / UTILITIES

GOLD

NEW ZEALAND’S YELLOW PAGES GROUP HAD TO RESCUE ITS IMAGE FROM THE PAST with digital-age relevance. It rolled

out a campaign featuring a brand tagline “Job Done” and recruited a young woman to serve as the face of the campaign. Using only Yellow pages, the woman was tasked with finding all the help she needed to build a restaurant 40 feet above the ground in a redwood tree. A TV ad, billboards, and online media launched the campaign and a website kept everyone up on the treehouse’s progress. The process gripped viewers and increased Yellow’s online usage 11%, to reach record levels. CAMPAIGN NAME – The

Yellow Treehouse


Multimedia

Aim Proximity

Nick Worthington Dave King CREATIVE DIRECTOR – Steve Cochrane HEAD OF INTERACTIVE ART – Aaron Goldring DEPUTY CREATIVE DIRECTOR – Tony Clewett COPYWRITER – Anne Boothroyd ART DIRECTOR – Maria Lishman GROUP DIRECTOR – Matt Pickering DIRECTOR – Ngaio Pardon PRODUCER – Paul Courtney CLIENT – The Yellow Pages Group EXECUTIVE CREATIVE DIRECTOR – CREATIVE DIRECTOR –

30


SILVER SONY ERICSSON FACED STIFF COMPETITION IN THE AREA OF MP3 PLAYERS, so to sell its Walkman phones, it appealed to young music fanatics.

The company offered 100 VIP tickets to the MTV Europe Music Awards and 100 die-hards walked 400 km in 10 days from to Liverpool to earn a ticket. With Walkman phones to accompany them, the walkers took to the road, blogging and posting pictures and videos all the way. The press, web shows, and live MTV coverage kept fellow music fans updated on the trek. The results: target audience acceptance of the phones increased by 50%. CAMPAIGN NAME – The

Sony Ericsson Fan Walk 2008


Alternative/Insert Media Serviceplan

AGENCY –

Alex Schill Karsten Gessulat COPYWRITERS – Susanna Schreibauer, Niels van Hoek ART DIRECTORS – Julia Bona Pfeiffer, Ryan McManus SUPERVISORS – Diana Guender, Sven Reuter GRAPHIC DESIGN – Dave Wemmer, Kerstin Grahl SCREENDESIGN/PROGRAMMER – BplusD agenturgruppe GmbH PRODUCERS – Aisha Blackwell (NEVEREST GmbH & Co. KG) PRODUCTION COMPANY – Simone Koch (Bakery Films Filmproduktion GmbH) EXECUTIVE CREATIVE DIRECTOR – CREATIVE DIRECTOR –

PRODUCER, PRODUCTION COMPANY, PHOTOGRAPHY –

REBEL Media GmbH DIRECTOR – Nam Cao via Bakery Films Filmproduktion GmbHCamera – Tommy Wildner via Bakery Films Filmproduktion GmbH

CONECT HAD TO BACK UP ITS CLAIMS THAT ITS PRIVATE THEMATIC TELEVISION CHANELS could deliver solid advertising

results. To make its point, it chose the virtually unknown town of Miravete de la Sierra, population 12, and promoted it as a tourist destination on its thematic channels. Ads drove intrigued viewers to a website providing tourist information, virtual introductions to villagers, ringtones and other merchandise, and even an online goat milking game. The campaign drove more than half a million visitors to the site, far outpacing popular sites for Seville and Bilbao, and resulted in more than 650 Facebook and YouTube links and references. CAMPAIGN NAME – The

Village Where Nothing Ever Happens Multimedia


Shackleton

GENERAL CREATIVE DIRECTOR –

Juan Nonzioli

Juan Silva Carlos García Janini ART DIRECTORS – Pablo González, Carlos Álvarez AUDIOVISUAL PRODUCTION TEAM – Manuela Zamora, Cristina Cortizas MANAGEMENT TEAM – Luz González, Eva Galán, Lucía Angulo PUBLIC RELATIONS TEAM – Elvis Santos, Lara García INTERACTIVE EXECUTIVE CREATIVE DIRECTOR – Enric Nel-lo INTERACTIVE CREATIVE TEAM – Xavi de la Cruz, Irene Vidal, Jaume Leis, Jordi Ramón DIGITAL PRODUCTION TEAM – Carlos Wassmann, Daniel Rocasalbas, Carlos Jiménez DIGITAL MANAGEMENT TEAM – Joaquín García-Morato, Marta Sellés Marced MEDIA DIRECTOR – Paloma Álvaro CLIENT – Conect EXECUTIVE CREATIVE DIRECTOR & COPYWRITER – COPYWRITER –

31


BRONZE MAXIS FACED STIFF COMPETITION IN THE MOBILE PHONE MARKET and hoped to grow revenue through data

services. To educate young customers who were already fairly tech savvy, it launched a campaign with a contest that asked young Malaysians what their Maxis phone meant to them. Online ads, blogs, print ads, and text messages encouraged participation. A second phase used instructional commercials to teach how to get even more from mobile phones with online mobile applications for Facebook, Yahoo! and other services, and also offered a free trial. Mobile Internet penetration rose from 44% in 12 months as a result. What’s My Maxis Multimedia AGENCY – OgilvyOne Worldwide, Malaysia BUSINESS UNIT DIRECTOR – Ranjeetha Menon EXECUTIVE DIRECTOR – Selina Ang EXECUTIVE CREATIVE DIRECTOR – Daniel Comar CREATIVE DIRECTOR – Richmond Walker DIRECTOR – Sharina Ismail MANAGER – Cindy Lim SENIOR ART DIRECTOR – Leong Sook Leng MANAGER – Keith Tang CAMPAIGN NAME –


Chan Tze Wee Maxis Communications Bhd HEAD OF STRATEGIC MARKETING – Denise Tambuatco ASSOCIATE PLANNER – CLIENT –

GENERAL MANAGER (BRANDING & MARKETING COMMUNICATIONS) –

BELGACOM NEEDED TO RAISE AWARENESS OF ITS BROADBAND SERVICE. It launched a campaign that allowed

consumers to claim the Internet as their own, if only briefly. By clicking a button on internetismine. be, the temporary “owner’s” picture was posted online and live at soccer matches, on sandwich boards on main streets, and on television commercials. People were given 10 tries a day and could earn more clicks by inviting friends. Each day the longest “owner” won a laptop, and the longest for the whole competition won a free broadband connection for life. In just one week, 100,000 participants— or 1% of the Belgian population—participated. Internet Is Mine Multimedia AGENCY – Proximity BBDO Proximity BBDO Team CLIENT – Belgacom CAMPAIGN NAME –


32

Allan Khoo


BRONZE CEPSA HOPED TO SCORE THE ALL-IMPORTANT RTANT FIRST HEATING-FUEL ORDERS OF THE SEASON. Spotting an opportunity

with the retirement of Maldonado, Spain’s best known nown weatherman, it built a campaign that played on its existing “Winter Lovers” vers” campaign. Reaching out to prospects and existing customers, Cepsa provided ded customized versions of Maldonado’s final weather report online and by mail. Knowing Maldonado would be missed, it also sent a sticker of him to cover the screen when his replacement arrived. Finally, Maldonado himself confessed he was a Winter Lover, a real coup since his spot had been sponsored by the competitor for years. Sales rose 14% as a result. CAMPAIGN NAME –

Maldonado’s Last Weather Report


Multimedia Shackleton

Juan Nonzioli EXECUTIVE CREATIVE DIRECTOR – Alfonso Marian CREATIVE DIRECTOR – Antonio Herrero COPYWRITER – Raúl Lazcano ART DIRECTOR – Alex Garcia ART DIRECTOR – Maria Salomon GENERAL CREATIVE DIRECTOR –

Itxaro Vicuña Ana Pérez PHOTOGRAPHER – Ángel Álvarez AUDIOVISUAL PRODUCTION MANAGER – Manuela Zamora PRODUCER – Cristina Cortizas MANAGER – Sebastian Torme CLIENT – Cepsa GRAPHIC PRODUCTION MANAGER – PRODUCTION ASSISTANT –

TELECOM NEW ZEALAND WANTED TO PROMOTE ITS NEW T-STICK MOBILE BROADBAND DEVICE to business s. It targeted

top advertising creative professionals who were early tech adopters and key influencers—and mostly loyal to the competition. A campaign recast mobile business computing as a way to slip out of the office. Top creatives received inflatable body doubles to use as decoys, and an email resembling an out-of-office notification praised the possibilities of working from a café or the beach. These and other efforts led online to a microsite. In an industry of fewer than 2,900 people, 680 professionals visited the site and 70% ed online. No One Will Know You Are Gone Multimedia AGENCY – RAPP New Zealand EXECUTIVE CREATIVE DIRECTOR – Wayne Pick HEAD OF COPY – Kim Pick SENIOR DESIGNER – Katie Benge MANAGING DIRECTOR – Robert Limb MANAGER – James Henson PRODUCTION MANAGER – Marcel de Ruiter

Cliff Li

CAMPAIGN NAME –

DESIGNER –


CLIENT SERVICES DIRECTOR – CLIENT – Telecom

Maggie Christie New Zealand

MANAGER, MARKETING COMMUNICATIONS

Rebecca Smith James Perrin MARKETING MANAGER – Mobile Competition Telecom Business Solutions – Richard England TELECOM BUSINESS SOLUTIONS –

MARKETING MANAGER –

33


BRONZE MOVISTAR HOPED TO MAKE THE MOST OF ITS SPONSORSHIP of Rock Rio Madrid

as part of its global sponsorship strategy to reach younger consumers. With 500 pairs of tickets to the event at its disposal, it decided use the tickets to promote the sponsorship. Using banners, emails, text messages, and a university campaign, the company solicited the loudest shouts from music fans. Shouts were measured in decibels, with the loudest contestants winning a pair of tickets, and the top 10 loudest scoring VIP es. The site drew more than 11,000 unique visitors from 48 countries. Shout to Come to Rock in Rio Multimedia AGENCY – OgilvyInteractive CREATIVE MANAGER – Jesús Rasines CREATIVE MANAGER – Diego González ART MANAGER – Deborá Martín COPYWRITER – Angela Medina CAMPAIGN NAME –


34

Javier Sanchez Irene Choclan CLIENT – Movistar PRODUCER MANAGER – MULTIMEDIA –

FINANCIAL PRODUCTS AND SERVICES

GOLD

SULAMÉRICA SEGUROS HOPED TO RETAIN HIGH-VALUE HOMEINSURANCE CLIENTS

in a wealthy area of São Paulo. Drawing inspiration from the recent theft of a major Picasso portrait from a local museum, the company shipped reproductions of the portrait to its top home-insurance customers. Framed like the original and packed in a shipping crate, the painting seemed to be sent by the museum, giving the impression that the masterpiece would have been safer at the customer’s home. A letter also thanked recipients for their enduring relationship. A response rate of 80% provided the desired policy renewals and an ROI of 735%. CAMPAIGN NAME –

Picasso Painting

Direct Mail Sun/MRM Worldwide DIRECTOR – Marcus Tavares SUPERVISOR – Maria Rita Santos CREATIVE DIRECTOR – Rodrigo Esteves ART DIRECTOR – Giulianna Rollo COPYWRITER – Camila Piagge CREATIVE SUPERVISOR – Guilherme Vieira EXECUTIVE – Celso Ribeiro CLIENT – SulAmérica Seguros CRM AND INTERNET MANAGER – Fabrício Saad CONSUMER ADVERTISING MEDIUM – AGENCY –

36

37


SILVER ATP NEEDED NE TO EDUCATE DANES ON THE ATP LIFELONG PENS PENSION. Though important, the subject was often seen as boring,

so a multimedia campaign reached out to interest Danes in how the pension would affect their future. By filling out a short questionnaire pe online, Danes could create a customized movie that illustrated their future with a ride through the countryside. The clip’s viral aaspect drew others online, and an informative website and periodic ema emails kept Danes in touch with what they could expect from ATP. The AT ATP-Forum’s database grew by 46%, far suring goals. ATP – Your Future Multimedia AGENCY – Relations RelationshusetGekko CREATIVE MANAGER – Maria Furbo ART DIRECTOR – Cam Camilla Dragsted Hassing COPYWRITER – Stina Buchhave MARKETING STRATE STRATEGIST – Maria Furbo PROJECT COORDINAT COORDINATOR – Dorthe Dencker DIRECTOR – Maria Furbo CLIENT – ATP CAMPAIGN NAM NAME –

CONSUMER ADVERT ADVERTISING MEDIUM –

IN AN ATTEMPT TO DRAW CUSTOMERS FOR ITS NEW DEPOSIT , Caja Madrid challenged other banks to fight on

a different field—the soccer field. The bank’s team, Barrilete Cósmico (Cosmic Kite), bore the same name as the new deposit . A website invited other teams to play and educated consumers about the new product, and TV and radio spots showed a professional coach taking on the task of training Caja Madrid’s team. Even an online video soccer game and a mobile campaign were used to entice soccer fans. The campaign drew deposits equaling 114% of its goal. CAMPAIGN NAME –

Barrilete Cósmico


Multimedia

Shackleton

Juan Nonzioli Juan Silva AUDIOVISUAL PRODUCTION MANAGER – Manuela Zamora PRODUCER – Cristina Cortizas EXECUTIVE CREATIVE DIRECTOR – Alfonso Marin MANAGER – Marta Gutiérrez SUPERVISOR – Zaida Vázquez CREATIVE DIRECTOR & COPYWRITER – Alvaro González CREATIVE SUPERVISOR & COPYWRITER – Oscar Moreno COPYWRITERS – Jorge Martínez & Iñigo Reyna ART DIRECTORS – Ana Molina, Nieves Barrajón, Celia Martínez INTERACTIVE EXECUTIVE CREATIVE DIRECTOR – Enric Nel-lo CLIENT – Caja Madrid GENERAL CREATIVE DIRECTOR & COPYWRITER –

EXECUTIVE CREATIVE DIRECTOR & COPYWRITER –

38


SILVER ANZ BANK WANTED TO DRAW YOUNG CLIENTS WITH ITS SPECIAL STUDENT S AND BENEFITS.

Understanding that students often don’t think about money until it’s nearly gone, the bank launched a radio campaign asking students to share their best dollar-stretching tactics. Students’ often humorous tips were posted on YouTube and sent by email. To further promote student s, banners on popular and social media sites, along with posters and postcards on campus and in bank branches, led students to getting Uthru.co.nz. By the end of Orientation Week, 7,000 s were opened, beating goals by 1,000. CAMPAIGN NAME –

gettingUthru


Multimedia

RAPP New Zealand

Wayne Pick Pat Murphy SENIOR COPYWRITER – Susan Young SENIOR DESIGNER – Katie Benge PRODUCTION MANAGER – Marcel De Ruiter CREATIVE SERVICES MANAGER – Paul Stephenson MANAGER – Afshin Saffari SENIOR DIRECTOR – Jackie Shaw EXECUTIVE CREATIVE DIRECTOR –

ASSOCIATE CREATIVE DIRECTOR –

PHOTOGRAPHER –

Stephen Langdon

DIRECTOR, TRIBAL DDB NEW ZEALAND – CLIENT –

David Rhoades

ANZ Bank

COMMUNICATIONS MANAGER, ANZ BANK – COMMUNICATIONS MANAGER, ANZ BANK –

Kim Versfeld James Perrin

PAYBACK NEEDED TO USE ITS OLYMPIC SPONSORSHIP TO REVITALIZE CONSUMER EXCITEMENT for its rewards program

and make it work harder for merchants. Instead of the typical 5-point system, it based rewards on the current number of gold medals had won in Beijing. Twelve golds, for example, equaled 12 points. Statements, direct mail, and emails encouraged registration in the program, and point-of-sale ads kept the program on consumers’ minds. Finally, TV, radio, and print shared how many medals were won to date during a 14-day shopping marathon. The program generate incremental merchant sales 83% higher than any other Payback Olympic promotion. “Goldfach punkten” PAYBACK Olympic Campaign Multimedia AGENCY – argonauten G2 GmbH, a member of Grey | G2 Group CREATIVE DIRECTOR – Arnulf Fornoff CREATIVE DIRECTOR – David Hofmann UNIT DIRECTOR – Arne Cornelsen DIRECTOR CLIENT SERVICES – Christine Oehm TVSPOTPRODUKTION – Tandem Films, London CLIENT – PAYBACK GmbH CAMPAIGN NAME –


39


SILVER Relax & Enjoy

CAJA MADRID WANTED TO PROMOTE ITS GREAT INTEREST RATE ON CDS, so it painted its new

CAMPAIGN NAME –

product as one that was driving the competition mad. The full spectrum of media portrayed bankers from other institutions desperate to find a way to distract customers from Caja Madrid. Radio spots, for example, made veiled references to competitors and their paranoia that Caja Madrid was using subliminal ads. In addition, TV spots showed competitors frantic to outdo the bank but failing with silly giveaways and promotions. As a result of the multimedia campaign, new deposits beat goals by 150%.

GENERAL CREATIVE DIRECTOR & COPYWRITER –


Multimedia

Shackleton

Juan Nonzioli EXECUTIVE CREATIVE DIRECTOR & COPYWRITER –

Juan Silva Alfonso Marián Fede Arce COPYWRITER – Victor García-Hoz ART DIRECTOR – Celia Martínez, Nieves Barrajón, Ana Molina GRAPHIC PRODUCTION MANAGER – Itxaro Vicuña PRODUCTION ASSISTANT – Susana Herraez MANAGER – Marta Gutiérrez SUPERVISOR – Arancha Cebrián, Zaida Vázquez EXECUTIVE – Joseba Irurzun EXECUTIVE CREATIVE DIRECTOR – CREATIVE SUPERVISOR –

INTERACTIVE EXECUTIVE CREATIVE DIRECTOR – CLIENT –

Enric Nel-lo

Caja Madrid

BRONZE COMMONWEALTH BANK OF AUSTRALIA WANTED TO ENGAGE WITH KIDS AND TEACH THEM HOW TO SAVE. Using the

CAMPAIGN NAME –

Dollarmites Mission Direct Mail & Internet


BMF Damon Porter ART DIRECTOR – Matt Rudd AGENCY –

Dollarmites, a cast of animated characters from a long-running campaign, the bank drew youngsters online. An activity pack arrived in the mail with the monthly statement and provided clues to help kids find the answers to questions. Properly answered questions revealed a secret code that kids could enter online to create their own avatar and begin their own online Dollarmites adventure. Kids spent an average of 12 minutes online, which was more than double the target.

COPYWRITER –

Brad Wagoner CREATIVE DIRECTOR – Dylan Taylor INTERACTIVE CREATIVE DIRECTOR – Chris James ART DIRECTOR – Craig Bailey COPYWRITER – Daniel Fryer ASSOCIATE CREATIVE DIRECTOR –

40

Carine Wicks Sora Nobari STRATEGIST – Melissa Bolling PRODUCTION – Nestor Moreno CLIENT – Commonwealth Bank of Australia CLIENT EXECUTIVE – Cecilia Fitzgerald DIRECTOR – PRODUCER –


BRONZE GUARANTY BANK WANTED TO PROMOTE ITS FREE CHECKING but faced competition from

much larger competitors. To make itself heard, it used a multimedia campaign that presented angry “before” customers and then solutions from Guaranty Bank that created happy customers. Radio spots featured these scenarios, and mailings echoed the message. Prospects were asked to see for themselves what the bank could do for them and were directed online to tryabetterbank.com, or to local a banking center. In the six-month campaign period, the average number of free checking s per banking center rose 150%, compared with the previous year. Guaranty Checking Moment of Truth Campaign CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – TracyLocke-Los Angeles ASSOCIATE CREATIVE DIRECTOR – Karen Bowman ASSOCIATE CREATIVE DIRECTOR – Steve Peckingham SVP, MANAGING DIRECTOR – Judy Carpenito CAMPAIGN NAME –

VP, GROUP DIRECTOR DATABASE MARKETING SERVICES – Tariq

Kerry Quinn PRODUCTION DIRECTOR – Dee Ann Davis MANAGEMENT SUPERVISOR –

SENIOR MARKETING ANALYST –

Justin Hufnagel Drew DeMasters

SENIOR DATABASE MARKETING MANAGER – CLIENT –

Ali

Guaranty Bank

Chris Armstrong Gail Kriske CHIEF MARKETING OFFICER – John Wessman ADVERTISING MANAGER –

VP, MARKETING INTELLIGENCE –

DANSKE BANK WANTED TO HELP PARENTS AND TEACHERS EDUCATE CHILDREN ABOUT MONEY. A corporate responsibility initiative that

contained no direct advertising message reached out to schools and parents, not children directly. Parents and schools received letters explaining the importance of early financial education. The campaign introduced the Moneyville game, which allowed children to have fun while learning where money comes from and how to use it responsibly. The campaign worked closely with parents and educators to create a t effort. Online registration on the Moneyville site was 648% above target. CAMPAIGN NAME –

Responsible Relationships

BUSINESS-TO-BUSINESS AND CONSUMER ADVERTISING

Direct Mail & Internet Sepia A/S PARTNER, COPYWRITER – Helle Goodstein ART DIRECTOR – Torben Ulrik Sørensen CLIENT – Danske Bank MARKETING CONSULTANT – Lars Bøje Jepsen MEDIUM – AGENCY –

41


BRONZE ING DIRECT WANTED TO SEND HOLIDAY GREETINGS AND INVOLVE CUSTOMERS IN ITS UNICEF DONATIONS. Using a viral

strategy, it sent emails to customers promising that ING would make a donation, but only if customers sent holiday greetings of their own to friends and family through a site featuring a UNICEF-ING bus. For every kilometer the bus traveled to deliver greetings, it earned one cent for UNICEF. In other words, a Madrid-Chicago trip of 6,747 km earned 67. Thanks to the additional buzz from blogs, social media, and a press conference, the site had 200,000 hits in one month and raised 98,000. CAMPAIGN NAME –

The Bus

Email & IM and Other OgilvyInteractive CREATIVE MANAGER – Jesús Rasines CREATIVE MANAGER – Diego Gonzalez ART MANAGER – David Botella COPYWRITER – Ramiro Alda ART MANAGER – Sara Moreno PRODUCER MANAGER – Cesar Checa PRODUCER – Oscar García AUDIOVISUAL MANAGER – Irene Choclan MANAGER – Vanesa Porte EXECUTIVE MANAGER – Irene Caro CLIENT – ING Direct CONSUMER ADVERTISING MEDIUM – AGENCY –

ING WANTED TO RE-ESTABLISH ITS RELATIONSHIP WITH THE CEOs AND CFOs AT ITS TOP B-TO-B CLIENTS.

To emphasize the personal nature of its services and solutions, the bank emailed CEOs and CFOs on their birthdays and offered a virtual visit to its wine cellar. Customers could choose three bottles of their favorite wine with the help of a virtual sommelier, who promised that their selections would be delivered by an ING relationship manager. A follow-up call from ING conveyed birthday greetings and aimed to get on the customer’s calendar. The result: 55% of recipients chose wine and agreed to a meeting. CAMPAIGN NAME –

Wine Cellar


Proximity BBDO Proximity BBDO Team CLIENT – ING AGENCY –

42

Multimedia

INFORMATION TECHNOLOGIES

SILVER MICROSOFT NZ NEEDED TO REACH IT MANAGERS ABOUT ITS NEW VIRUS-FIGHTING WINDOWS SERVER 2008. To get their attention,

it mailed in a vacuum pack a petri dish and live virus. In a few days, the virus spelled out in words how many viruses were in the IT managers, future: zero. Instructions sent IT managers online to learn more about Windows Server 2008. Further communications included CAMPAIGN NAME – Microsoft Security “Virus” blog seeding on key sites and podcasts, followed by mass media BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Multimedia such as banner and print ads. The AGENCY – Y&R straightforward, edgy message SENIOR MANAGER – Kylie Framp achieved year-on-year growth COPYWRITER – Matt Sellars of 70% for Microsoft’s security ART DIRECTOR – Cory Bellringer portfolio. CREATIVE DIRECTOR – Vaughn Davis DIRECTOR – Justine Boyd PRODUCTION MANAGER – Shelly Cousins CHANNEL PLANNER – Matt O’Sullivan MEDIA GROUP HEAD – Anna Gethin-Jones MEDIA PLANNER/BUYER – Kelly Lee CLIENT – Microsoft NZ MARKETING COMMUNICATIONS MANAGER – Kylie Nelson MARKETING MANAGER, BREADTH – Brigitte Reed WINDOWS SERVER, MARKETING MANAGER – Tovia Va’aelua

IBM NEEDED TO SELL ITS HARDWARE INTERNET SECURITY DEVICE TO BUSINESS CLENTS. The market was unfamiliar with a

one-device solution and was more accustomed to relying on a variety of solutions that were often software based. To contrast the product’s comprehensive and physical nature with other solutions, the campaign sent prospects a physical replica of the device, which served as a mailing box. Inside the box were six compartments, with each containing a brochure that explained a different aspect of equipment. This simulated look inside the device did the trick, generating 300% more booked meetings than a typical letter approach. One Box to Rule Them All Direct Mail AGENCY – OgilvyOne Worldwide CEO (IBM BUSINESS PARTNER) – Michael Albek IBM MARKETING MANAGER – Salina Rana KEY DIRECTOR – Dan Forsberg COPYWRITER – Laila Lundgaard CREATIVE DIRECTOR – Ole Rydal PROJECT MANAGER – Birgitte Andersen PRODUCTION MANAGER – Jens Bang CLIENT – SecureDevice A/S & IBM Denmark A/S CAMPAIGN NAME –


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SILVER CISCO SYSTEMS CANADA WANTED TO ENCOURAGE PARTICIPATION IN THE GREEN MOVEMENT.

Its campaign emphasized how small “green acts” every day added up to big change. Beginning with a launch on the country’s number-one talk show, the campaign pushed to generate “one million acts of green.” A website invited people to their acts and measured their impact. The site’s Act of the Day feature and social networking elements helped make the program viral. Schools, corporations, and communities also received tool kits to encourage group participation. Cisco reached its annual goal of One Million Green Acts in just 105 days. One Million Acts of Green Multimedia AGENCY – OgilvyOne Worldwide CORPORATE MARKETING MANAGER – Andrea Dil COPRPORATE MARKETING ASSISTANT – Kelly Gordon DIRECTOR, INTERACTIVE SERVICES – Carolyn Convey

Kathleen Dusk Valentine Makhouleen CREATIVE DIRECTOR – Carlos Garavito COPYWRITER – Maxinne Abuyuan SENIOR COPYWRITER – Melanie Cote ART DIRECTOR – Mike Schonberger

CAMPAIGN NAME –

ASSOCIATE EXECUTIVE –


ART DIRECTOR –

BRONZE

ANRITSU HAD TO EDUCATE ITS PROSPECTS ABOUT ITS NEW BTS MASTER EQUIPMENT for field testing cellular carriers’ wireless base stations.

To reach engineers and decision-makers, it mailed a package designed to look like its new testing device. Inside the personalized and highly customized mailing, recipients were invited to visit a customized microsite where they could win an iPod shuffle preloaded with technical material. The company followed up with email and calls to set up appointments. The campaign sured its initial response rate goal and resulted in more than $3 million in sales so far. Anritsu BTS Master: Door Opener Campaign Multimedia AGENCY – Beasley Direct Marketing, Inc. PRESIDENT – Laurie Beasley CREATIVE/COPY DIRECTOR – Otis Maxwell ART DIRECTOR – Carlos Perez PRESIDENT, INTERACTIVE SERVICES – David Beasley INTERACTIVE DESIGNER – Andrew Keeler DIRECTOR MARKETING COMMUNICATIONS – Katherine Van Diepen ADVERTISING AND LEAD GENERATION MANAGER – Gina Varela Domenichin VP, BUSINESS DEVELOPMENT, DIRECT MARKETING – Tom Judge CLIENT – Anritsu Company CAMPAIGN NAME –


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BRONZE RESOURCE SITESEEING NEEDED TO EDUCATE FINANCIALINSTITUTIONSABOUT ITS SERVICE.

The company’s service monitors a client’s website from the perspective of a , assessing the site’s availability and its effect on the ’s experience. The campaign began by monitoring the publicly accessible areas of top financial institution sites and then ranked the results. Next, a customized dimensional mailing revealed the top two fastest sites and compared them with the recipient’s site. The mailing also included a small chronometer to emphasize how every second lost could mean lost customers. Efforts paid off with a response rate of 38%. CAMPAIGN NAME –

Chronometer

BUSINESS-TO-BUSINESS ADVERTISING

Direct Mail &Website e|ou Marketing de Relacionamento PLANNING DIRECTOR – Eduardo Soutello CREATIVE DIRECTOR – Eduardo Rodrigues MANAGER – Ana Paula Morales ART DIRECTOR – Felix Martins MEDIUM –

COPYWRITER – Thais

AGENCY –

WEB –

Fabris

Diogo Pace

José Angelo Zanuto Luciana Khair CLIENT – Resource SiteSeeing GENERAL DIRECTOR –


MICROSOFT WANTED TO GAIN NEW CUSTOMERS FOR adCENTER, ITS PAID-SEARCH ADVERTISING SERVICE. It chose a fun approach to

reach prospects, mailing a package with a die-cut message on the outside. Inside, recipients found the die-cut words, including their names, were part of a sheet of detachable, colorful magnets that each bore a word. Customized printing allowed for highly relevant keywords to be included. Follow-up efforts such as emails and postcards included the colorful keyword graphics and educated prospects about adCenter’s services. The rate for adCenter was 32% above target and costper-acquisition was 30% below target. CAMPAIGN NAME –

Fun with Keywords


Wunderman

Nick Moore David Reitman ART DIRECTOR – Steve Hendersen GROUP DIRECTOR – Barry Silverman CHIEF CREATIVE OFFICER –

Colin Kane Marc Bridgeman GROUP DIRECTOR – Gregg Hamilton CLIENT – Microsoft MANAGEMENT SUPERVISOR –

Multimedia

SUPERVISOR –

ASSOCIATE CREATIVE DIRECTOR –

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BRONZE HEWLETT-PACKARD WANTED TO EXPAND HISPANIC AWARENESS FOR ITS PRODUCTS BEYOND PRINTERS. A campaign began with

black bodysuit-clad “shadows” roaming the streets of Miami who handed out cards leading to a site. Online, consumers learned about a chance to become the HP Insider, who would get an inside look at the Miami Heat basketball team and win an HP technology kit. Competitors posted videos online telling why they should win. Online voters chose a winner, who blogged about his experience. In five weeks, the campaign generated more than 2 million street and web impacts and led to increased holiday sales for HP. CAMPAIGN NAME –

HP Insider


Multimedia

Dieste

Carlos Tourne Noel Alrich INTERACTIVE DIRECTOR – Elsa Muñoz INTERACTIVE CREATIVE DIRECTOR – Santiago Bourges ART DIRECTOR – Mike Lopez COPYWRITER – Gabriel Gutierrez CHIEF CREATIVE OFFICER – CREATIVE DIRECTOR –

Ernesto Fernandez Amanda Paysse CLIENT – Hewlett-Packard COPYWRITER – PRODUCER –

IBM WAS WIDELY PERCEIVED AS BEING TOO EXPENSIVE FOR MID-SIZED COMPANIES IN THE ASIAN MARKET.

This was a challenge in marketing IBM Express Advantage, a product designed and priced specifically for the mid-sized company. Targeting IT managers, IBM employed a strategy that incorporated new media to generate leads. To break new marketing ground and stand out from the competition, IBM engaged its target audience in an online game, which presented the product’s benefits. IBM’s innovative strategy paid off: 29% of players opted to be ed by IBM, 35% referred the game to others, and the campaign generated leads worth $2.7 million. CAMPAIGN NAME – The

Fun Factory


OgilvyOne Worldwide, Malaysia Jennifer Choi MANAGER – Alan Tan EXECUTIVE – Aaron Foong CREATIVE DIRECTOR – Lee Siew Tin ART DIRECTOR – Alvin Wong ART DIRECTOR – Faizal Reza AGENCY –

MANAGER –

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Haanim Bamadhaj Kok Lay Choon WEB DESIGNER – Teo Choong Ching CONTENT ENGINEER – Calvin Tan PROJECT EXECUTIVE – Alvin Choo CLIENT – IBM COPYWRITER –

Multimedia

COPYWRITER –

INTEGRATED MARKETING SPECIALIST –

Lorna McIntyre

INSURANCE

GOLD BLUE CROSS AND BLUE SHIELD OF FLORIDA WANTED TO ADDRESS CONSUMERS’ CONCERNS that insurance is

impersonal and confusing and, to communicate that the best health care requires personalized solutions. Targeting uninsured and self-insured Floridians, BCBSF sought to enhance brand image and engage consumers in a dialogue to improve their health care. BCBSF launched a multimedia campaign in key markets and geotargeted online media to promote a microsite where people could interact with the company. The campaign site attracted 153,500 visitors, increased BCBSF’s positive brand media visibility from a pre-launch 38% to 73% in the quarter post launch, and led to an affordable plan called “GoBlue.” The Power of the Human Voice CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – Draftfcb EVP, GROUP CREATIVE DIRECTOR – John Claxton SVP, CREATIVE DIRECTOR – Kurt Fries CREATIVE DIRECTOR – Laura Keeler INTERACTIVE CREATIVE DIRECTOR – Jason Koerner EVP, GROUP MANAGEMENT DIRECTOR – Sandy Kolkey SVP, MANAGEMENT DIRECTOR – Margo Conant VP, DIRECTOR – Catie Jacobsen ASSOCIATE MEDIA DIRECTOR – Heather Orsanic MEDIA SUPERVISOR – Lindsay Wasenko DIRECTOR, STRATEGIC PLANNING – Michael Mistele CLIENT – Blue Cross and Blue Shield of Florida (BCBSF) VP, BRAND AND MARKETING COMMUNICATIONS – Sheri Manning CAMPAIGN NAME –

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INSURANCE

SILVER ZURICH ESPAÑA WANTED TO INCREASE CUSTOMER LOYALTY AT A TIME WHEN THE INSURANCE INDUSTRY was undergoing marketplace

change. Zurich targeted insurance agents and brokers as well as its automobile policy customers, who were classified into five macro-segments based primarily on customer value. Zurich created direct mail communications to be sent at key points in the business relationship that aimed to lower migration levels and increase customer connectivity, among other goals. Compared to a control group, the program resulted in a 3.26% lift for overall portfolio renewals, a 9% lift for year-four renewals, and a 3.87% lift for renewals of customers with the highest propensity to change companies. Zurich Auto Loyalty Program Direct Mail AGENCY – Shackleton GENERAL MANAGER – Albert Solé CREATIVE DIRECTOR – Alex Reizabal MANAGER – Nuria Pons SUPERVISOR – Lupe Bote COPYWRITER – Jordi Lucas COPYWRITER – David Arnau ART DIRECTOR – Mercè Cervantes

Esther González Carlos Adán ART DIRECTOR – Cristina Mascort CLIENT – Zurich España

CAMPAIGN NAME –

ART DIRECTOR –


ART DIRECTOR –

THE PROGRESSIVE CORPORATION KNEW THAT THE WINDOW TO ATTRACT CONSUMERS interested

in switching automobile insurance providers was incredibly small. Its challenge was to define itself as the better way. Targeting consumers looking for “a better way”—versus its old target of “anyone who drives”—it employed TV and online media to drive traffic to Progressive.com, a Superstore where consumers can shop after learning about comparative rates, discounts, and the benefits of bundling insurance products. In its first year, the campaign far sured its goals. Not only did it beat its start goal by 33%, it helped Progressive add over 350,000 new customers. CAMPAIGN NAME –

Insurance Superstore Multimedia


Arnold

Pete Favat Mary Webb CREATIVE DIRECTOR – Matt Lindley ART DIRECTOR – Steve Reepmeyer COPYWRITER – John Park CHIEF CREATIVE OFFICER – CREATIVE DIRECTOR –

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Josh Tetrault Jack Miller COPYWRITER – Caroline Hettinger ART DIRECTOR – Jim O’Brien COPYWRITER – David PRODUCER – Karen Kenney COPYWRITER – Sean McBride CLIENT – The Progressive Corporation ART DIRECTOR – ART DIRECTOR –

INSURANCE

BRONZE GJENSIDIGE FORSIKRING WANTED TO ENCOURAGE SMALL BUSINESSES WITHIN THEIR RETAIL SECTOR

to move their insurance policies from other companies to Gjensidige. Specifically, the Norwegian insurance company’s goal was to secure a sales meeting with 50% of campaign recipients. Following riots during which many Oslo shops suffered property damage, Gjensidige sent a brick similar to those used during the riots along with a photo of damaged shops and a letter offering a review of the recipient’s insurance needs. The results were extraordinary: 66% of the recipients scheduled a meeting, and the campaign generated a sales increase that was 10% above expectations. CAMPAIGN NAME – The

Brick


Direct Mail & Telemarketing McCann Direkte MRM Partners DIRECTOR – Ina Svarød ART DIRECTOR – Håvard Nærdal ART DIRECTOR – Einar Nonstad COPYWRITER – Lene Utigard COPYWRITER – Einar Fötschl MANAGER – Elisabeth Lassen AGENCY –

CLIENT –

Gjensidige Forsikring Ingrid Berge Andersen


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NOT- FOR - PROFIT

GOLD THE OREGON ZOO FOUNDATION SUPPLEMENTS THE OREGON ZOO’S PUBLIC FUNDING with hip-driven private funds. The Foundation’s Fall 2008 marketing

mission was to increase the number of hips, develop for wildlife conservation and education, and build the major donor prospect base by enrolling new and re-enrolling lapsed . Taking advantage of the Association of Zoos and Aquariums naming 2008 the Year of the Frog, the Foundation employed a frog-themed direct mail campaign that was targeted to both parents and non-parents who had visited the zoo. The campaign’s 1.12% response rate was the highest in five years, exceeding the previous high by 26%.

Oregon Zoo Frog hip Direct Mail AGENCY – Lewis Kennedy Associates PRESIDENT – Helen Kennedy CLIENT – Oregon Zoo Foundation MANAGER, HIP & ANNUAL GIVING – Bianca McCarthy CAMPAIGN NAME –


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NOT- FOR - PROFIT

SILVER ADVERTISING FEDERATION OF MINNESOTA WANTED TO INCREASE THE NUMBER OF ENTRIES the number of entries and

attendance at The Show, its awards competition and a celebration of Minnesota’s market strength and global impact made through creative ad campaigns and interactive breakthroughs. Targeting Twin City advertising talent, Ad Fed Minnesota mailed and hand delivered a call for entries kit that not only drove recipients to The Show’s website but also included four different poster designs—all in an effort to create buzz. The campaign resulted in a 15% increase in entries over 2007, a 50% increase in attendance, and a campaign ROI of $162,000. “The Show” Call for Entries Direct Mail & Web Advertising AGENCY – Infinity Direct CREATIVE DIRECTOR – Scott Kennedy COORDINATOR – Trent Weber DIRECTOR OF SERVICES – Katie Schmitz COPYWRITER – Scott Jorgensen ART DIRECTOR – Lori Baldwin ART DIRECTOR – Kirtie Royce ART DIRECTOR – Richard Gunderson CLIENT – Advertising Federation of Minnesota VICE PRESIDENT, THE SHOW – Conor Lawrence CAMPAIGN NAME –


THE NORWEGIAN RED CROSS WANTED TO ATTRACT DONATIONS TO HELP FINANCE 170 SOUP KIYCHENS that serve

160,000 hot meals daily to people—many of whom are children—in northwest Russia, an area blighted by poverty. The Red Cross photographed and filmed Russian children, allowing prospective donors to see and hear directly from those who would benefit from their generosity. The campaign—which used direct mail, web banners, a dedicated website, and mass transit posters to target regular donors, seniors, and young urban types—was a major success. It raised NOK 7.5 million, an increase of NOK 2.5 million over the Christmas 2006 campaign. CAMPAIGN NAME –

A Portion of Hope Multimedia

Kenneth Lamond Johansen Joachim Bjørndah REPRO – Gorm Andresen PRODUCTION – Plastikk Media CLIENT – Norwegian Red Cross EMERGENCY APPEAL OFFICER – Helen Vibe


CREATIVE –

Rapp CREATIVE – Lena Niemi CREATIVE – Vilde Jorfald DIRECTOR – Anders Guldbransen PROJECT MANAGER – Hanna Vestvik

CREATIVE –

AGENCY –

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NOT- FOR - PROFIT

SILVER THE NORWEGIAN RED CROSS WANTED TO RAISE PUBLIC AWARENESS FOR ITS CHILD SPONSOR PROGRAM for children in developing nations. The Red

Cross chose a direct strategy that targeted consumers, with a primary focus on women. The campaign employed a letter from an HIV-infected orphan girl named Limpho from Lesotho, whose real-life story presented how the Red Cross program had dramatically benefited her. The letter generated a 4.1% response rate and resulted in 493 new child-sponsors, each of whom pledged $30 monthly. With a sponsor’s average lifetime being 25 months, the campaign will generate nearly $370,000 on an investment of $29,000. CAMPAIGN NAME –

At the Stroke of a Pen Direct Mail


Rapp Lena Niemi ART DIRECTOR – Vilde Jorfald MANAGER – Venke Lund DIRECTOR/ADVISOR – Jens Harrison CLIENT – Norwegian Red Cross MARKETING EXECUTIVE – Nina E Larsen AGENCY –

COPYWRITER –

THE WORLD WILDLIFE FUND HOSTS AN ANNUAL EARTH HOUR DURING WHICH HOUSEHOLDS AND BUSINESSES turn off their electricity

for one hour to raise climatechange awareness. To help meet its 2009 goal of getting one billion participants, WWF enhanced its website to attract visitors. In a world first, WWF built an augmented reality application that incorporated personalization, live data streaming, and adaptive file updating. Over a 10-day period, visitors placed 35,000 dots on the 3D Earth, one for each person who had either signed up for an e-newsletter or had used an application allowing one to actually hold a 3D Earth in her hands. Earth In Your Hands Web Development & Other AGENCY – Wunderman CREATIVE DIRECTOR – Matt Batten HEAD OF COPY – Jason Stubbs ART DIRECTOR – Amanda Glover COPYWRITER – Theodora Gerakiteys DESIGNER – Chris Jerochim DESIGNER – Terry Hibbert DESIGNER – James Britt DIGITAL PRODUCER – Jo Durant PRODUCER – Carla Bentley DIRECTOR – Nicola Long CLIENT – WWF DIRECTOR SPONSORSHIP AND BRAND – Elizabeth Potter ONLINE MANAGER – Sarah Barry CAMPAIGN NAME –


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NOT- FOR - PROFIT

SILVER THE CALIFORNIA STATE PARKS FOUNDATION SOUGHT TO RAISE FUNDS from its major donors to thwart a budget-

ary proposal that threatened to close and cut staffing for 48 state parks. Since the proposed cuts would affect people across the state, the Foundation mailed a state map clearly indicating all parks that would be impacted along with a petition to sign and return with contributions to save California parks. The results were outstanding. The campaign helped stop park closures; generated an 18.77% response rate; and netted more revenue than any single appeal in six years, with a 453% net ROI. Foundation Map Appeal Direct Mail AGENCY – Adams Hussey & Associates EXECUTIVE – Lon Chapman MANAGER – Amy O’Connor MANAGER – Kelly Potchak PRODUCTION MANAGER – Pat Dobson ART DIRECTOR – Chris Quillian CREATIVE DIRECTOR – Stephen Godbout CLIENT – California State Parks Foundation DIRECTOR OF HIP – Greg Zelder CAMPAIGN NAME –


THE VETERANS AIRLIFT COMMAND’S MISSION IS TO PROVIDE FREE AIR TRANSPORTATION is to provide free air

transportation to wounded warriors, veterans, and their families for medical and other comionate purposes. But in soliciting donations, it had a challenge: getting its target audience—consumers who would care about wounded soldiers—to open a letter from an organization with an ittedly hard-to-comprehend name. To meet this challenge, the letter, designed to look like a personal letter, featured a photo of a wounded soldier, his personal story, and the powerful message, “Wounded Warrior: They’ve Got Heart—They Need Wings.” The campaign, which was the organization’s first direct campaign, netted $10,630 from 707 donors. CAMPAIGN NAME –

Attention Sign

Direct Mail Fund Raising Strategies SENIOR EXECUTIVE – Wendy Newman SENIOR PRODUCTION COORDINATOR – Alvis Barbour CLIENT – Veterans Airlift Command CONSUMER ADVERTISING MEDIUM – AGENCY –

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NOT- FOR - PROFIT

SILVER THE ROYAL NATIONAL LIFEBOAT INSTITUTION WANTED TO BECOME RELEVANT to young people

so their awareness might grow into a lifetime engagement. To meet this challenge, RNLI sought to associate itself with a cause that appealed to youth. That cause was youth’s dislike for being stereotyped as dumbed down and uncaring. RNLI sent “mystery packages” to 12 YouTube bloggers, asking each to “open live on your blog.” Each blogger did—and that unleashed a new media phenomenon. The campaign generated nearly 1 million views on YouTube, and for little more than the cost of 12 direct marketing packages, RNLI reached a staggering 11% of 15- to 20-year-olds in the UK. Mystery Package Direct Mail AGENCY – Proximity London COPYWRITER – Debi Bester ART DIRECTOR – Soni Singleton COPYWRITER – Chris Monk DIRECTOR – Georgia Bradley Grant MANAGER – Joseph Pirrie CAMPAIGN NAME –


Julie Randall Royal National Lifeboat Institution (RNLI)

PLANNER – CLIENT –

WINNING CHARITIES INTERNATIONAL RUNS FUNDRAISING LOTTERIES FOR THE TORONTO HOSPITAL FOR SICK CHILDREN (SickKids), which had

not hosted a lottery in 10 years, aimed to sell out their 85,000 tickets at $100 per ticket without using TV or radio, which no other North American mega lottery had ever attempted. Targeting consumers, Winning Charities employed ail, newspaper ads and inserts, voice broadcasts, outbound telemarketing, emails, and a dedicated microsite—most featured spokesperson Danielle Caterina, a 16-year-old double lung transplant patient. The campaign sured goals: the lottery sold out, and total sales reached $7,500,000 with 20% going directly to SickKids. SickKids Lottery — Danielle Multimedia AGENCY – Hamelin Maritneau Inc. PRESIDENT, HAMELIN MARTINEAU INC. – Robert Martineau CREATIVE DIRECTOR, HAMELIN MARTINEAU INC. – Diane Hamelin PROJECT MANAGER, HAMELIN MARTINEAU INC. – Sevilla Dorotea DESIGNER, HAMELIN MARTINEAU INC. – Marie-Josee Proux CLIENT – Winning Charities International PRESIDENT, WINNING CHARITIES – Bill Bayles PROJECT MANAGER, WINNING CHARITIES – Chris Radford VICE PRESIDENT, WINNING CHARITIES – Abby MacIntosh-Hooper CAMPAIGN NAME –


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NOT- FOR - PROFIT

SILVER NEW ZEALAND’S MINISTRY OF HEALTH’S NATIONAL DEPRESSION INITIATIVE needed to provide additional

outreach to young people and encourage them to seek help by visiting TheLowdown.co.nz, a “safe” online environment where a visitor could “get to a better place.” To drive traffic, the Ministry of Health employed multiple media, including TV, radio, web banners, advertorials, and street posters. The results were impressive—perhaps even life-saving. In the first month alone, 19,020 unique visitors surfed to TheLowdown, exceeding target by 761%. To date, The Lowdown team has ed more than 1,100 young people with over 42,000 text messages and 3,418 emails being sent or received. CAMPAIGN NAME – The

Lowdown

Multimedia Draft New Zealand Ltd DIRECTOR – Jane Wardlaw PRODUCER – Nick Pengelly MEDIA PLANNER – Antony Ord INTERACTIVE PRODUCER – Mel Archer EXECUTIVE CREATIVE DIRECTOR – James Mok CONSUMER ADVERTISING MEDIUM – AGENCY –

CREATIVE DIRECTOR - DIRECT AND INTERACTIVE – DIRECTOR –

Matt Scott New Zealand Ministry of Health SENIOR ANALYST – Candace Bagnall TEAM LEADER – Maria Cotter GM DIRECT & INTERACTIVE – CLIENT –

Jeff Harris

Victoria Barnes-Graham

THE WORLD JEWISH CONGRESS FO FOUNDATION HAD EMPLOYED A MAJOR DONOR RENEWAL PACK PACKAGE of 10 “calling cards” for years,

but it no longer was generating the impressive impres response rate it once had. The WJCF’s marketing mission was to revitaliz revitalize its Ambassador Circle direct mail renewal ren program. It kept the package elements element that had worked historically, but leveraged leverage the worsening economy and other relevant news stories to explain why the recipient should s renew her . Not only did the campaign generate a 21.07% response re rate, but 96% of each dollar rraised was profit.

WJCF Ambassador Circle Business Card Renewal Direct Mail AGENCY – Adams Hussey & Associates CREATIVE DIRECTOR/COPYWRITER – Bill Krieger ART DIRECTOR – Shawn Henderson CLIENT – World Jewish Congress Foundation PRODUCTION MANAGER – Shannon Murphy EXECUTIVE DIRECTOR – Herb Juli EXECUTIVE – Pete Carter DEVELOPMENT MANAGER – Ellen Simmons MANAGER – Meagan Pfeiffer DONOR SERVICES MANAGER – Bea Goldman CAMPAIGN NAME –


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NOT- FOR - PROFIT

SILVER WORLD VISION CANADA’S MISSION WAS TO RAISE FUNDS FROM MAJOR DONORS to

programs dedicated to preventing HIV/AIDS among children and helping those already affected. Its challenge was to stand out not only from its competition, but to elevate this campaign’s importance over even other World Vision fundraising efforts. Targeting most-likely-to-respond major donors, World Vision mailed a plain box that contained a child’s “I Have a Friend in Canada” T-shirt with a hang tag for the donor to sign and return with a donation. The campaign generated a dazzling 28.1% response rate, an average gift of $666, and gross income of $243,759. World Vision Canada: T-Shirts for Orphans CONSUMER ADVERTISING MEDIUM – Direct Mail AGENCY – Russ Reid Company VICE PRESIDENT, CLIENT SERVICES – Lyric Murphy CREATIVE DIRECTOR – Tim Kersten ART DIRECTOR – Hannah Chen SENIOR WRITER – Lori Gunnell CAMPAIGN NAME –

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Melody Scott World Vision Canada OK

SUPERVISOR – CLIENT –

Paola Philip Sandra Torres VICE PRESIDENT OF DONOR ENGAGEMENT – Kathryn Goddard MANAGER, MAJOR DONOR MARKETING – MARKETING COORDINATOR –

NOT- FOR - PROFIT

BRONZE WORLD VISION U.S.’S FLAGSHIP PRODUCT IS THE MONTHLY SPONSORSHIP OF A CHILD, providing food, safe water, education,

and more to transform young lives around the globe. Faced with the challenge of how to inspire sponsors and prospects to pledge during an economic downturn, World Vision designed a direct mail campaign that focused on the individual child, need, and Christmas. The strategy was to appeal to consumers’ hearts and then speak to their minds with compelling reasons to become or remain involved. Despite the economy, the mailing generated a 35% response rate and raised $4.2 million, the category’s second highest earned income in the last five years. World Vision U.S. Sponsorship— Child’s Christmas Card CONSUMER ADVERTISING MEDIUM – Direct Mail AGENCY – Russ Reid Company VP, GROUP DIRECTOR – Pamela Barden VP, CREATIVE DIRECTOR – David Trim COPYWRITER – Scott Selsor ILLUSTRATOR – Sue Williams ART DIRECTOR – Michelle Parnell Rohrer CLIENT – World Vision U.S. SUPERVISOR – Kellie de Leon VP, PRODUCTS – Lana Reda COORDINATOR – Grace Kim Senior EXTRA ENGAGEMENT DIRECTOR – Michelle King COORDINATOR – Davita Maharaj MARKETING PROJECT III – Christine Crough STUDIO MANAGER – Donna Long CAMPAIGN NAME –

THE FRANKFURT PROTESTANT CHURCH

(Evangelischer Regionalverband Frankfurt am Main) sought to inspire Frankfurt businesses to its 11 Youth Centers that help up to 800 young people in crisis situations each day. Wanting to emphasize that charitable donations are needed locally, the church sent a kidnappingthemed direct mailing that featured a “blackmail letter,” crudely wrapped around a stone, pointing out what’s missing in Frankfurt neighborhoods. The “ransom” was fast and impressive: 35% of recipients visited the campaign’s website on the very same day of receiving the piece, and within two weeks it generated donations amounting to a five-digit sum. CAMPAIGN NAME –

Kidnapping Charity

Direct Mail OgilvyOne worldwide GmbH EXECUTIVE CREATIVE DIRECTOR – Michael Koch COPYWRITER – Markus Toepper ART DIRECTOR – Thomas Knopf CLIENT – Evangelischer Regionalverband Frankfurt am Main BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – AGENCY –

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PHARMACEUTICAL / HEALTHCARE

SILVER PFIZER WANTED TO LAUNCH CHAMPIX, A NEW SMOKING CESSATION TREATMENT AVAILABLE ONLY through a doctor’s prescription. Since the vast

majority of Australian smokers turned to their pharmacists—not physicians—for assistance, Pfizer designed a multichannel, direct-to-consumer campaign that would redirect smokers to their doctors for advice. Instead of the typical “You Can Do It!” campaign, Pfizer took a “You Can’t Do It!” tact, using a character called the Master, a taunting voice aimed at piquing smokers’ resentment for being a nicotine addict. Within 12 months, 248,296 prescriptions were filled, meaning that Pfizer had mobilized 7% of the Australian smoking population to try Champix. How Champix Outsmarted Cigarettes Multimedia AGENCY – Ursa Communications EXECUTIVE CREATIVE DIRECTOR – Denis Mamo CAMPAIGN PLANNER – Richard Wylie SENIOR COPYWRITER – Geoff Fischer SENIOR ART DIRECTOR – Helen Shortis DIRECTOR – Vanessa Burrow SENIOR MANAGER – Mariana Olliver CLIENT – Pfizer MARKETING DIRECTOR – Mark Crotty CARDIOVASCULAR GROUP MARKETING MANAGER – John Dimopoulos TEAM LEADER – Champix – Vanessa McCutcheon CAMPAIGN NAME –


BRONZE MERCK & CO., INC., IN MARKETING ITS ASTHMA CONTROLLER

medication Singulair, needed to counter the fact that most people stopped taking their asthma medication after a few months because they felt better and, when necessary, used an inhaler for temporary relief. Using multiple but no paid media, Merck’s A.I.R. Program was designed to engage adults with asthma and caregivers of children with the chronic condition, provide a better understanding of asthma and lead to greater adherence. The campaign far exceeded expectations: More than nine out of 10 patients take Singulair every day, all year round, and 58,300 people enrolled in the A.I.R. Program. CAMPAIGN NAME – The

A.I.R. Program—Singulair® Multimedia AGENCY – MicroMass Communications, Inc. DIRECTOR OF STRATEGIC PLANNING – Kelly Andrews SUPERVISOR – Philip Mann ASSOCIATE CREATIVE DIRECTOR – Christopher Cannon SENIOR COPYWRITER – David Terrenoire ART DIRECTOR – Eric Connor DIGITAL DESIGNER – Ryan Stevens INTERACTIVE STRATEGIST – Benjamin Curtis SENIOR BEHAVIORIST – Kelly White CONSUMER ADVERTISING MEDIUM –

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John Grunstein Adam Deuel CLIENT – Merck & Co., Inc. EVP, CLIENT SERVICES – PROJECT MANAGER –

MARKETING MANAGER, RESPIRATORY MARKETING TEAM – ASSOCIATE MARKETING MANAGER –

Christine Steiner

Jeremy Sowers

PRODUCT MANUFACTURING AND DISTRIBUTION

GOLD

LION NATHAN’S TOOHEYS EXTRA DRY (TED) WANTED TO LAUNCH A 696ml LONGNECK BOTTLE into a crowded longneck beer market, while

also creating interaction between young adults and the brand. Because longneck bottles are sold in Australia in brown paper bags, Tooheys decided to own that bag by asking designers to create a bag based on a “696” theme. Tooheys also urged customers to visit its website to learn more and to enter a bagdesign competition. In the first eight weeks, Tooheys sold 500,000 longneck bottles of TED. Also, visitors from 104 countries surfed to the website, with more than 2,000 entering the competition. CAMPAIGN NAME – TED696

Project Multimedia


BMF

Warren Brown Simon Langley DIGITAL CREATIVE DIRECTOR – Chris James ART DIRECTOR – Shane Bradnick COPYWRITER – Michael Canning INTERACTIVE ART DIRECTOR – Johnny Brian GROUP DIRECTOR – Nick Garrett DIRECTOR – Fleur Kennedy FLASH DEVELOPER – Ed Stuckey DIGITAL PRODUCER – Sora Nobari CLIENT – Lion Nathan MARKETING MANAGER – Dean Grice BRAND MANAGER – Piers Halleen EXECUTIVE CREATIVE DIRECTOR – CREATIVE DIRECTOR –

The Winning Design

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SILVER LEVI STRAUSS’ 501 JEANS ARE THE WORLD’S MOSTWORN JEANS. However, among young Malaysians, 501 jeans

are expensive and must compete with popular designer brands. In marketing 501s to 18- to 25-year-olds, Levi Strauss chose social networking and entertainment websites that attracted its target audience. It also used banners that allowed s to a widget that delivered a daily “Live Unbuttoned” suggestion at 5:01 p.m. The campaign’s banner alone attracted 1.7 million unique views, nearly 200% more viewers than a 30-second TV ad would have attracted. Importantly, Levi’s 501 sales for 2008 increased more than 50% compared to 2007. CAMPAIGN NAME –

501

Web Advertising & Other OgilvyOne Worldwide Malaysia EXECUTIVE DIRECTOR – Selina Ang HEAD OF INTERACTIVE DESIGN – Faizal Reza DESIGNER – Teo Choong Ching MANAGER – Alan Tan DESIGNER – Mohd Nazri EXECUTIVE – Irene Tin COPYWRITER – Celestine Lau PROGRAMMER – Calvin Tan BUSINESS DIRECTOR – M. Kanashan CLIENT – Levi Strauss (M) Sdn. Bhd. DIRECTOR – Stanley Tay BRAND LEADER – Anitha Narayanan CONSUMER ADVERTISING MEDIUM – AGENCY –

DIAGEO IRELAND’S GUINNESS IS ONE OF THE WORLD’S FAVORITE STOUTS. But in 2008,

its Guinness Relationship Marketing Programme faced the challenge of shifting focus to younger drinkers, who are less brand loyal, without risking its profitable relationship with older drinkers. Guinness employed a sophisticated data segmentation strategy, allowing it to talk to both older and younger consumers, and it mixed online and off-line channels, including direct mail, email and a website. The campaign over-delivered by 60% against the consumption target (1.6 pints per week compared to 1 pint). Also, affinity scores nearly doubled, increa to 11% against a 6% target.

Programme: A Remarkable Experience Multimedia AGENCY – RMG Target MANAGER – Lisa Ferguson DIRECTOR – Mark Millard CREATIVE DIRECTOR – John Watson 60

Luke Wright Diageo Ireland

CAMPAIGN NAME –

ART DIRECTOR –


CLIENT –

Grainne Wafer Jennifer Kiernan RM & DIGITAL MANAGER – Asta Lund SENIOR MARKETING MANAGER – BRAND MANAGER –


BRONZE PANASONIC WANTED TO PROMOTE ITS VIDEO PRODUCTS in a way that would enhance brand—

moving people from “Buy Brand” to “Love Brand”—and lay the foundation for a future video community. To achieve this goal, Panasonic hosted a six-month video contest with a Hollywood blockbuster theme that targeted an audience that

enjoyed video and filmmaking. The contest was promoted using numerous marketing channels, including direct mail, a dedicated website, YouTube, banners, customer newsletters, and even beer coasters and pizza boxes. The campaign was a blockbuster, attracting 59,753 viewers and generating a 7.28% response rate.

Cardboard Heroes Web Advertising AGENCY – Proximity CHIEF CREATIVE OFFICER – Detlef Rump CREATIVE DIRECTOR – Volker Wäsch DIRECTOR – Rita Schumacher MANAGER – Jan Beckmann ART DIRECTOR – Daniel Daglioglu SENIOR DIRECTOR – Susanne Klinnert JUNIOR DIRECTOR – Maciej Matysiak SENIOR COPYWRITER – Susanne Ketter COPYWRITER – Rebecca Zimmermann FLASH DEVELOPER – Marek Lerche FLASH DEVELOPER – Benjamin Buchholdt CLIENT – Panasonic , Panasonic Marketing Europe GmbH CAMPAIGN NAME –


GUINNESS ANCHOR MARKETING WANTED TO LAUNCH HEINEKEN EXTRA COLD in Malaysia.

In addition to selling the beer, it sought to increase brand affinity among males 18 to 34 and drive recruitment. In order to show the desirability of the more expensive Heineken, a digital campaign was developed that featured SWIPE, an online game in which men could steal a Heineken Extra Cold from each other. Other elements included mobile coupons and a member-get-member initiative. As a result, Heineken sales increased 59%, the number of young men who included it in their drinking repertoire increased to 23% from 8%, and brand awareness hit a three-year high of 44%. Heineken SWIPE Multimedia AGENCY – OgilvyOne Worldwide Malaysia EXECUTIVE DIRECTOR – Selina Ang ART DIRECTOR – Martin Ng COPYWRITER – Sara Samantha Tan DESIGNER – Soh Kian Teck DIRECTOR – Linda Lee EXECUTIVE – Rengeeta Rendava PROJECT EXECUTIVE – How Kar Mun CLIENT – Guinness Anchor Marketing Sdn. Bhd. SENIOR MARKETING MANAGER – Yap Swee Leng CAMPAIGN NAME –


61


BRONZE PUMA WAS WELL-KNOWN IN ARGENTINA FOR ITS SPORTSWEAR FASHIONS yet was not much

associated in the public’s mind with sports. PUMA wanted to change that perception and build a database of sports-oriented consumers. To meet these objectives, PUMA became the official sportswear for Club Atlético Independiente, and created a campaign that invited soccer fans to take to the team’s playing field wearing the new red PUMA jerseys. As a result, 148,000 guests visited the campaign’s website, 43,200 ed online, and 14,200 posted comments. Not only did PUMA succeed in linking its brand with football fans, but it sold-out all of its Independiente jerseys. Slap the Red On Multimedia AGENCY – DDB Argentina EXECUTIVE CREATIVE DIRECTOR – Pablo Batlle/Hernan Jauregui INTEGRATED COMMUNICATIONS MANAGER – Agustin Gosende CREATIVE DIRECTOR – Walter Ioli ART DIRECTOR – Maxi Ballarini, Barbara Marín, Fernando Frontiñan, Lucas Tonét, Jhon Prieto, Pablo Russo, Katerine Dossman COPYWRITER – Leandro Custo, Beto Cocito, Ariel Gonzalez, Pablo Lopez, Gastón Potasz CAMPAIGN NAME –


Pablo Banchieri Ayelen Colombatto EXECUTIVE – Paula Montes CLIENT – PUMA MARKETING MANAGER – Patricio Howlin PRODUCER – PLANNER –

UNILEVER CHALLENGED ITS VASELINE MARKETING TEAM TO CREATE AN ENGAGING DIGITAL EXPERIENCE, as part of a fully integrated

campaign, to track the viral spread of a new product called Vaseline Clinical Therapy Lotion. Targeting women, Vaseline created the Prescribe the Nation website, a dynamic and engaging rich site experience that demonstrates the power of word of mouth via the digital channel. From one Alaskan woman’s experience with Clinical Therapy, the site went on to attract 671,587 visits. Site visitors sent 152,824 eCards, which virally promoted the lotion, and engaged in 45,000 video events. The total number of “prescriptions” exceeded 3 million. Vaseline—Prescribe the Nation Web Development AGENCY – Ogilvy New York VICE CHAIRMAN, GLOBAL DIGITAL – Jan Leth CREATIVE DIRECTOR – David Korchin ART DIRECTOR, ACD – Hyusun Alex Cho COPYWRITER, ACD – Anthony Whiteside AD OF TECHNOLOGY – Dan Curis SENIOR WEB DEVELOPMENT – Hon-Chih Chin SENIOR WEB DEVELOPMENT – Darian Trama SENIOR WEB DEVELOPMENT – Vitaliy Leokumovich MARKETING DIRECTOR – Danielle Gontier CAMPAIGN NAME –


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PROJECT MANAGER – CLIENT –

Laurie Mattera

Unilever

GLOBAL BRAND DEVELOPMENT DIRECTOR, VASELINE-UNILEVER –

Fernando Machado

GLOBAL SENIOR BRAND DEVELOPMENT MANAGER, VASELINE-UNILEVER –

Alejandro Lozada

GLOBAL SENIOR ASSISTANT BRAND DEVELOPMENT MANAGER, VASELINE-UNILEVER –

Scott Stangeland

PUBLISHING / ENTERTAINMENT

GOLD

RANDOM HOUSE MONDADORI S.A. WAS PREPARING TO LAUNCH THE SIGNAL (La Señal), in Spain but the novel

had a scientific, interactive plot that would appeal mainly to the techno-geek crowd, who typically spend more time online than browsing bookstores. To appeal to a technologically savvy audience, the publisher integrated the novel with the web, both starting and ending it online. In other words, Random House created a circular strategy that could take people from the website to the bookstore, or from the bookstore to the website. The Signal’s site was talked about in over 120 blogs and 20 media outlets. Altogether, 875,000 s were reached. CAMPAIGN NAME – THE

SIGNAL


Multimedia

Proximity


Eva Santos Juanma Ramirez

STRATEGIC PLANNING AND NEW MEDIA –

Alba Vence CREATIVE – Pablo Mateo CREATIVE – Liliana Tavares TECHNICAL DIRECTOR – Vicens Fayos EXECUTIVE – Arantza Bilbao FRONT PROGRAMMING – Eduardo Galan FRONT PROGRAMMING – Bruno Mateos FRONT PROGRAMMING – Albert Espinosa DINAMIZATION AND PR – Sigfrid Marine CLIENT – Random House Mondadori S.A. MARKETING DIRECTOR – Florencia Graham COPY –

63


SILVER AUSTAR, AN AUSTRALIAN PAY TELEVISION OPERATOR,

wanted to promote a pay-per-view André Rieu concert to an older audience. The challenge was the target group’s perception that ordering a PPV event was difficult. Using various communications channels, AUSTAR created a competition—to win tickets to Rieu’s Melbourne concert—with an online data capture page, helping identify the target audience. Rieu fans were sent direct mail inviting them to attend the concert via PPV. While AUSTAR’s goal had been to sell 5,000 PPV buys, it sold 15,215—96% had not purchased a PPV in the previous six months—and generated $379,346 in revenue. CAMPAIGN NAME – André Rieu CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – Rapp Sydney BUSINESS MANAGER – Joanne Hogan SENIOR COPYWRITER – Max Kitchen ART DIRECTOR – Paul Carter PRODUCTION MANAGER – Brett Griffiths DESIGNER – Brooke Steel GROUP DIRECTOR – Nick Cleeve CLIENT – AUSTAR CUSTOMER RELATIONSHIP & MARKETING MANAGER – Julie Hutton GENERAL MANAGER – MARKETING – Jo Mullaley

64


BRONZE RANDOM HOUSE MONDADORI NEEDED TO LAUNCH THE SPANISH TRANSLATION of a highly acclaimed book on

education. Instead of promoting the book, it opened up a debate about education. Stoking an already hot debate about education in Spain, a viral video showed a doctored video of the minister of education receiving her official minister’s briefcase with the word “education” misspelled on it. The video ended with a URL for a site where anyone could participate in the debate. Sales people and booksellers were also engaged in the campaign. Book sales reached 352% of the goal and the campaign generated an ROI of 251%. CAMPAIGN NAME –

Education with an H


Multimedia

Shackleton

Juan Nonzioli Alfonso Marian INTERACTIVE EXECUTIVE DIRECTOR – Enric Nel-lo GENERAL MANAGER – Javier Suso MANAGER – Javier Perales, Asun Sela CREATIVE DIRECTOR – Alvaro González CREATIVE SUPERVISOR – Oscar Moreno GENERAL CREATIVE DIRECTOR –


Jorge Martínez Jordi Suribas DIGITAL TEAM – Sascha Kraft, Ana Caballero DIGITAL PRODUCTION TEAM – Carlos Wassmann, Carlos Jiménez AUDIOVISUAL PRODUCTION TEAM – Manuela Zamora, Cristina Cortizas CLIENT – Random House Mondadori COPYWRITER –

ONLINE ART DIRECTOR –

THE DISNEY CHANNEL WANTED TO PROMOTE ITS NEW TELEVISION MOVIE “Camp Rock” to tweens.

An online campaign took advantage of the popularity of cast Demi Lovato and the Jonas Brothers. Ads appeared on popular sites and featured the stars, who popped up on different areas of the screen and interacted with one another. The stars also encouraged s to a Guitar Herolike game. Each week the game introduced a new song and the Camp Rock’s stars interacted with s and counted down the weeks until the premier. In four weeks, 20,000 kids ed the game, and the movie drew a record audience of 8.9 million. “Camp Rock” Desktop App Web Advertising & Other AGENCY – True North Inc. CHIEF CREATIVE OFFICER – Tom Goosmann ASSOCIATE CREATIVE DIRECTOR – Bart Henderson WEB PRODUCER – Andrew Dzija ART DIRECTOR – Billy Thompson CLIENT – Disney Channel SENIOR COPYWRITER – Sean Sullivan VICE PRESIDENT MARKETING – Frank Keating DIRECTOR OF R&D – Derek Little SENIOR MARKETING MANAGER – Jackie Bunda DIRECTOR OF CLIENT SERVICES – John Como DIRECTOR – Jennifer Hires CAMPAIGN NAME –


65

RETAIL / DIRECT SALES

GOLD CEP CEPSA HOPED TO GET A JUMP ON THE COMPETITION BY GAINING MOTORCYCLE OWNERS’ first lubricant orders

o the season. Cepsa knew that caring for a motorcycle wasn’t just of m maintenance, it was a statement of personality and identity— s its campaign presented the idea of “Motortherapy.” A mailing so s to bike owners included a tuning fork used to achieve the sent p perfect engine sound, along with a CD of ten legendary motorcycles an their sounds. To introduce prospects to Cepsa products, a and b brochure was included that invited them to visit the Motortherapy s Online and print ads also drew prospects. The campaign site. purred like a well-tuned engine, lifting lubricant orders 11.2%. CAMPAIGN NAME –

Motortherapy


Multimedia

Shackleton

Juan Nonzioli Alfonso Marián CREATIVE DIRECTOR & COPYWRITER – Antonio Herrero COPYWRITER – Raúl Lazcano ART DIRECTOR – Alfredo Ustara GRAPHIC PRODUCTION MANAGER – Itxaro Vicuña PRODUCTION ASSISTANT – Susana Herráez AUDIOVISUAL PRODUCTION MANAGER – Manuela Zamora ACÓN PRODUCER – Pablo García MANAGER – Sebastián Torme EXECUTIVE – Eduardo Baigorri CLIENT – Cepsa GENERAL CREATIVE DIRECTOR – G


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SILVER TH WAREHOUSE LIMITED WANTED TO DRAW MORE THE M MALE CUSTOMERS TO ITS STORES. Tapping its email

da database, the company sent offers to help men impress their special someone on Valentine’s Day. The email asked men to online so and write a personalized message to their loved one. The email also an provided special offers, including one for an all-important webcam. p On Valentine’s Day, men simply had to hold a coded ad from the O newspaper in front of their webcam to launch a customized n Valentine for their sweetheart. The launch email had an astounding V 48% open rate and 58% click-through, and Valentine’s Day sales rose significantly. Get In On the Secret, Part 2 Multimedia AGENCY – Aim Proximity CREATIVE DIRECTOR – Dave King HEAD OF INTERACTIVE ART – Aaron Goldring DIGITAL PRODUCE PRODUCER – Andrew Simpson DIGITAL PRODUCE PRODUCER – Amanda Theobald EXECUTIVE – Patrick Rowley SENIOR DIGITAL D DESIGNER – Jason Vertongen WEB DEVELOPER – Cameron Crosby TECHNOLOGY PLA PLANNER – Ian Hulme WEB DEVELOPER – Robin Southgate ART DIRECTOR – Dan Fastenedge WEB DEVELOPER – Bruno Imbrizi MANAGER – Karen Boulton CLIENT – The Warehouse Limited CAMPAIGN NAME –


IKEA WANTED TO DRAW THE ATTENTION OF CONSUMERS WHO WOULD BE INTERESTED IN STORAGE SOLUTIONS. Naturally, their key audience

included many people who live in smaller apartments. A campaign combined the idea of storage and apartments by transforming an entire apartment building into monumental IKEA drawers and boxes on a busy Frankfurt street. IKEA representatives were put on location to hand out catalogs and response postcards. The event provided exposure to 12,000 ersby each day and generate local media attention. Postcards returned a response rate of nearly 18%, and the local Ikea store reported a marked rise in store traffic. IKEA “Bigger Storage Ideas” Sampling Event Alt./Insert Media & Other AGENCY – OgilvyOne worldwide GmbH EXECUTIVE CREATIVE DIRECTOR – Michael Koch CREATIVE DIRECTOR – Thomas Hofbeck CREATIVE DIRECTOR – Lars Huvart SUPERVISOR – Marco Bisello PRODUCTION – Fabian Schrader EXECUTIVE – Sascha Riedel ART BUYING – Martina Diederichs CLIENT – Ikea Deutschland GmbH & Co. KG ART BUYING – Caroline Walczok PROJECT MANAGER MARKETING – Jens Helfrich CAMPAIGN NAME –


67


BRONZE LABORPRINT WANTED TO CREATIVELY EDUCATE PROSPECTS ABOUT DIGITAL PRINTING. Demand was up compared to offset printing,

but customers still didn’t understand digital printing’s exceptional flexibility. Using a prospect list developed by its salespeople, the company used direct mail and follow-up email to introduce prospects to an online tool that allowed them to customize a calendar and appointment book with ed photos, important dates, and special occasions. The calendars and appointment books were then printed and mailed to prospects, for a yearlong reminder of what digital printing could do. Viral effects were strong, and customized print work increased 35% over the previous year. CAMPAIGN NAME –

Make Your Own 2009

Multimedia e|ou Marketing de Relacionamento PLANNING DIRECTOR – Eduardo Soutello CREATIVE DIRECTOR – Eduardo Rodrigues DIRECTOR – Fábio Souza ART DIRECTOR – Felix Martins WEB – Virgínia Porpino COPYWRITER – Vitor Leal CLIENT – Laborprint WEB – Diogo Pace MARKETING DIRECTOR – Pedro Henrique Camiloti BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – AGENCY –

MAKRO WANTED TO INCREASE PURCHASE SIZE AND REPEAT VISITS TO ITS STORES, despite the

economy. In a gloomy time when most consumers were fee feeling the pinch at the pump, Makro invented the fairytale fa story of John McRoe, a Texan who had found oil in Belgium and wanted to give away gasoline. A viral CNN-style clip about John McRoe launched the campaign, and later it was revealed that John McRoe was actually John Makro. P Postcards, emails, and in-store promotion increased interest, int and the company gave away 200,000 liters of w a winner every 15 minutes. Revenues rose 7% gas, with at a time when competitors’ were falling. Operation Free Petrol Multimedia AGENCY – Proximity BBDO Proximity BBDO Team CLIENT – Makro CAMPAIGN NAME –


68

TRAVEL & HOSPITALITY TRANSPORTATION

GOLD

TOURISM QUEENSLAND HAD A MISSION TO MAKE THE ISLANDS OF THE GREAT BARRIER REEF an international destination. During the northern

hemisphere’s winter, and at a time of rising unemployment, a campaign recruited candidates for the world’s best job: Islands Caretaker, a legitimate, salaried position. In-store posters, along with newspapers and online ads, recruited candidates, and an information site ed by a strong social media presence got the word out. Applicants were asked to submit a video application demonstrating their knowledge of the islands. The campaign captured global media attention, exceeded application goals by twofold, and drew nearly 7 million unique visitors in 56 days. The Best Job in the World Multimedia AGENCY – CumminsNitro Brisbane EXECUTIVE GENERAL MANAGER MARKETING – Steve McRoberts MANAGER DIGITAL MARKETING – Chris Chambers MARKETING MANAGER – Amy Newman ART DIRECTOR – Ralph Barnett ART DIRECTOR – Cristian Staal COPYWRITER – Merrin McCormick STRATEGY PLANNING DIRECTOR – Darren McColl DIRECTOR – Anne-Maree Wilson MANAGER – Anna Austin DIGITAL PRODUCER – Jason Kibsgaard DIGITAL DIRECTOR – Adam Ford CLIENT – Tourism Queensland CAMPAIGN NAME –


69

TRAVEL & HOSPITALITY TRANSPORTATION

SILVER INTERCONTINENTAL HOTELS GROUP (IHG) WANTED TO MAKE ITS PRIORITY CLUB REWARDS PROGRAM work harder.

It reached out to highly targeted with a campaign using behavioral, transactional, and third-party data. Right-time direct mail and email communications featured photographs taken by Priority Club at IHG properties, sharing the member’s name, enrollment year, and property location. whose photos were used received a gallery-style framed photo and sincere message of thanks. This righttime strategy, coupled with the unique member-centric approach, paid off with winning results, including a revenue per email rate 30 times higher than the average. CAMPAIGN NAME –

Lifecycle Marketing Campaign Multimedia


Boost Sonjia Cummings PROJECT MANAGER – Tamara Reed COPYWRITER – John Severson CREATIVE DIRECTOR – Jim Williams CLIENT – InterContinental Hotels Group AGENCY –

ART DIRECTOR –

Kevin Hickey Lincoln Barrett DIRECTOR, GLOBAL CONSUMER MARKETING & CRM – Ken Bott MANAGER, GLOBAL CONSUMER MARKETING –

VICE PRESIDENT, CRM & MULTI-BRAND MARKETING –

SENIOR EMAIL MARKETING CONSULTANT –

BRONZE SCANDINAVIAN AIRLINES WANTED TO PROMOTE ITS ECONOMY EXTRA CLASS to business travelers in its EuroBonus

rewards program. To engage its audience, it sent letters and emails launching Travel Day, an online game, and included a special summer booking offer. An invitation encouraged recipients to play Travel Day, which required players to guide a traveler through a trip while making sure he took advantage of all the benefits of Economy Extra class. Participants received a follow-up with the EuroBonus points they earned for playing and a reminder of the summer booking offer. The campaign generated an ROI of 31 and sales of $23.3 million. CAMPAIGN NAME –

SAS – The Travel Day


RelationshusetGekko CREATIVE MANAGER – Sonja Lund ART DIRECTOR – Camilla Dragsted Hassing COPYWRITER – Sonja Lund MARKETING STRATEGIST – Jan Køhler PROJECT COORDINATOR – Pernille Bengston DIRECTOR – Finn Overgaard CLIENT – Scandinavian Airlines Denmark A/S AGENCY –

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Multimedia

Courtney Tierney Joseph Wanandi

ASSOCIATE MANAGER LIFECYCLE MARKETING –

“Business has only two functions— marketing & innovation.” Peter F. Drucker, business philosopher and father of modern management

Discover congratulates the ®

2009 ECHO Award winners for their excellence in both.

Visit us at Discover.com ©2009 Discover Financial Services

DMEF LEONARD J. RAYMOND

COLLEGIATE ECHO DIRECT/INTERACTIVE MARKETING CHALLENGE ABOUT DMEF

H

eadquartered in New York City, the Direct Marketing Educational Foundation (DMEF) works to attract, educate, and place top college students in the business of direct/interactive marketing, and thereby, expands and enriches the talent pool of trained, market-ready direct marketers. Since its founding, thousands of students – many of whom are today’s direct marketing leaders – have taken advantage of DMEF’s educational programs, including Collegiate ECHO Direct/Interactive Marketing Challenge, established in 1986. For additional information about the DMEF, its mission, and its programs, visit www.directworks.org. THE 2009 CHALLENGE

This year’s Collegiate ECHO challenge was to create a $300,000 innovative and integrated multichannel campaign, targeting the parents of school-aged children in grades 3-6, that included web and viral marketing, blogs, social networks or other media. To help enhance the overall learning experience for the students, DMEF partnered with NextMark to provide the competing teams with free access to their List Research System. This system, used by practitioners and major businesses, is a list selection tool that is used for direct marketing campaigns. Since 2004, more than 2,600 students have used the system. SPONSORING THE 2011 CHALLENGE

DMEF is looking for the next sponsor for our Collegiate ECHO Challenge. the ranks of companies like American Express, HBO, ING DIRECT, Pitney Bowes, and now Microsoft in providing students with a unique opportunity to learn about your business and to work on the real-world marketing challenges you face. “Students really are the experts when it comes to digital marketing today,” said Terri L. Bartlett, DMEF president. “DMEF’s Collegiate ECHO Challenge is the opportunity to tap into this wealth of knowledge. It offers innovative solutions, fresh ideas, and real-world business experience that go beyond the classroom.” Past sponsors of the challenge have been pleased by the quality of work the students have produced. “Their presentation demonstrated great knowledge of the industry and identification of the target market. The media plan was thought out and well defined. Creative was on brand and on target. With these young profession72

als being trained for the marketplace, the entire industry can only benefit and we are proud to have been able to participate in this DMEF challenge.”– ING DIRECT The work is agency quality. “DMEF’s Collegiate ECHO Awards competition provides an outstanding and challenging real life learning opportunity for students in Eastern Michigan’s Integrated Marketing Communication’s master’s degree program,” said David W. Marold, faculty advisor to Eastern Michigan University’s winning graduate team. “Having worked in direct marketing for more than 25 years and been an ECHO award judge, I can vouch that the campaigns developed by many of the student teams are on par with major agency campaigns. On behalf of the students, myself, and Eastern Michigan University, we thank DMEF for sponsoring this invaluable competition.” The competition bridges your company to future talent. “The challenge encouraged and guided the students to think strategically in this world of interactive marketing,” said Jooyoung Kim, faculty advisor to the University of Georgia’s winning team. “We are so appreciative to DMEF for making this opportunity available to students.” A HISTORY

The DMEF Collegiate ECHO Direct/Interactive Marketing Challenge is named for the Leonard J. Raymond, founder of Dickie-Raymond, the agency that became The DR Group, and is now RAPP COLLINS WORLDWIDE. Often referred to as the father of direct marketing agencies, Leonard J. Raymond created the basic rules of direct mail marketing and saw its potential as a medium for sophisticated sales and advertising.

2009 COLLEGIATE ECHO AWARDS COLLEGIATE GOLD ECHO AWARD CAMPAIGN NAME: The One Who Jams! SCHOOL: University of Georgia School TEAM: Evan Cobb, Auzelle Epeneter, Megan Powell, Lee Taylor FACULTY ADVISOR: Jooyoung Kim

FORMING THE BAUM AGENCY, the student team of Evan Cobb, Auzelle Epeneter, Lee Taylor, and Megan Powell provided a winning campaign to DMEF. The challenge was to bring new target parents of school children in grades 3-6 to subscribe to a new online math and science tutoring product. The positioning portrayed the product as a resource that would distinguish a student, help them achieve academic success, and allow them to have fun at the same time. ments showcased students who improved their knowledge by using a tool that celebrated their uniqueness and creativity. The $300,000 campaign used direct mail, print advertising in parenting and teaching magazines, online ments on popular parenting websites and blogs, and summits for teachers. A predicted 28% of free trial s would convert to loyal subscribers.

GRADUATE COLLEGIATE GOLD ECHO AWARD CAMPAIGN NAME: Study Jams! Where Fun and Learning Collide SCHOOL: Eastern Michigan University TEAM: Courtney Bliznik, Stacey Folsom, Kristen Gaither-Aben, Dianne Koval Butler Faculty Advisor: David Marold

THE OVERARCHING THEME for the winning graduate campaign–“Where Fun

and Learning Collide,” presented a comprehensive IMC marketing mix strategy. Leveraging both traditional and non-traditional marketing tactics, the campaign met four key communications goals by using email, public relations, points promotion, bsertions, online advertising, search advertising, corporate and internal partnerships, affiliate programs and internet strategies. Ideas for alternative language offerings, accessibility, database marketing and movie advertising were explored. Collegiate ECHO Judges were particularly impressed with the team’s competitive analysis, choice of target audience, and use of media budget. 73

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LEADERS Campaign Names are listed in blue.

AUTOMOTIVE

READY TO WORK

10 YEARS SMART: SOUNDS FROM THE BACKSEAT

Automotive/Business-to-Business Client: Citroën Denmark — Kobenhavn SV, Denmark Agency: GUAVA — Kobenhavn, Denmark

Automotive/Consumer Client: Daimler AG - smart — Stuttgart, Agency: Proximity — Hamburg, AUDI Q5 - THE 5EARCH

Automotive/Consumer Client: Audi Australia — Botany, Australia Agency: MassMedia Studios — Surry Hills, Australia BLACK OR WHITE?

Automotive/Consumer Client: Land Rover — Bad Schwalbach, Agency: Wunderman GmbH — Frankfurt,

RENDEZVOUS

Automotive/Consumer Client: Ford Australia — Campbellfield, Australia Agency: Wunderman Melbourne — Melbourne, Australia VOLVO XC60 - FROM SWEDEN WITH LOVE

Automotive/Consumer Client: Volvo Car Corporation — Göteborg, Sweden Agency: Euro RSCG 4D Amsterdam — Amstelveen, Netherlands

BUSINESS & CONSUMER SERVICES

GOLF 6 PRE LAUNCH/LAUNCH

COUPONS INC. ‘GOODBYE, GRANDMA’

Automotive/Consumer Client: Volkswagen Group UK — Milton Keynes, UK Agency: Proximity London — London, UK

Business and Consumer Services/Business-to-Business Client: Coupons, Inc. — Mountain View, CA Agency: Farstar — Frisco, TX

INTERNATIONAL ADVANTAGE

ENVIRONMAILIST CAMPAIGN

Automotive/Business-to-Business Client: Navistar, Inc — Warrenville, IL Agency: Fathom Communications — Chicago, IL

Business and Consumer Services/Business-to-Business Client: United States Postal Service — Washington, DC Agency: Campbell-Ewald — Warren, MI

MIDAS PROGRAM

ERROR IN THE DATABASE

Automotive/Consumer Client: Midas — Tres Cantos, Spain Agency: Shackleton — Madrid, Spain

Business and Consumer Services/Business-to-Business Client: Proximity Data — Lisboa, Portugal Agency: Proximity Portugal — Lisboa, Portugal

NEW GENERATION MAZDA3 — GENERATING NEW LEADS

GIANTS

Automotive/Consumer Client: Mazda Australia — Melbourne, Australia Agency: Simon Richards — Melbourne, Australia

Business and Consumer Services/Consumer Client: Comunique-se — Rio de Janeiro, Brazil Agency: Salem — São Paulo, Brazil IBM GLOBAL CEO STUDY

ON THE ROAD AGAIN

Automotive/Consumer Client: General Motors — Miramar, FL Agency: SUN/MRM Wolrwide — São Paulo, Brazil

Business and Consumer Services/Business-to-Business Client: IBM — Armonk, NY Agency: Ogilvy & Mather — New York, NY IMMIGRATION NEW ZEALAND’S MAGNET PROGRAMME

PEUGEOT 308 SW LAUNCH

Automotive/Consumer Client: Peugeot Norway — Lørenskog, Norway Agency: Rapp — Oslo, Norway Q5 GENERIS

Automotive/Consumer Client: AUDI ESPAÑA, S.A. – Barcelona, Spain Agency: Rapp — Proximity - ????, Spain

Business and Consumer Services/Consumer Client: Department of Labour — Wellington, New Zealand Agency: Rapport Advertising and Marketing — Parnell, New Zealand LOST

Business and Consumer Services/Consumer Client: DPD Dynamic pArcel Distribution GmbH – Aschaffenburg, Agency: Red Urbam GmbH – Unterhaching,

75

LEADERS continued Campaign Names are listed in blue. OF ABSOLUTELY NO INTEREST TO MOST PEOPLE

LA AVENTURA

Business and Consumer Services/Business-to-Business Client: NORDMA - the Norwegian Direct Marketing Association — Oslo, Norway Agency: Rapp — Oslo, Norway

Communications/Utilities/Consumer Client: Qwest Communications – Phoenix, AZ Agency: Aspen Marketing Services – New York, NY

RETHINK CRISISCAPER

Business and Consumer Services/Business-to-Business Client: Associació Empresarial de Publicitat (Advertising Business Association) — Barcelona, Spain Agency: Shackleton — Madrid, Spain SHAW 6’HUN

Business and Consumer Services/Business-to-Business Client: Shaw Communications — Calgary, ABCanada Agency: Proximity Canada — Toronto, ONCanada TELMO & LUIS

Business and Consumer Services/Consumer Client: CEPSA / Buenviajecepsa.com — Madrid, Spain Agency: Shackleton — Madrid, Spain

NETCOM TURBO 3G

Communications/Utilities/Business-to-Business Client: NetCom as — Oslo, Norway Agency: McCann Direkte MRM Partners — Oslo, Norway SHINING

Communications/Utilities/Consumer Client: Telecom Argentina — Buenos Aires, BAArgentina Agency: Comunicación Proximity — Buenos Aires, BAArgentina TURNING CO2 INTO O2

Communications/Utilities/Business-to-Business Client: Electrabel — Brussels, Belgium Agency: Proximity BBDO — Brussels, Belgium

TEST PILOT


Business and Consumer Services/Business-to-Business Client: Posten Norge — Oslo, Norway Agency: McCann Direkte MRM Partners — Oslo, Norway

CAKE

ULTIMATE PITCH

Business and Consumer Services/Business-to-Business Client: Getty Images — London, UK Agency: Touch DDB — London, UK

Financial Products and Services/Business-to-Business Client: Commonwealth Bank — Sydney, Australia Agency: BMF — Pyrmont, Australia CAMPAIGN FOR GOOD SERVICE


Financial Products and Services/Consumer Client: American Express Company — Mexico City, Mexico Agency: OgilvyOne Mexico — Mexico City, Mexico

AT&T ‘WHATEVER’ DMS CAMPAIGN

FLY FASTER

Communications/Utilities/Business-to-Business Client: AT&T — Bedminster, NJ Agency: Rodgers Townsend — St. Louis, MO

Financial Products and Services/Consumer Client: American Express Int’l. Inc. — Hong Kong, Hong Kong Agency: Ogilvy Hong Kong — Hong Kong, Hong Kong

E-INSPIRATION

WHAT’S YOUR MANULIFE ONE NUMBER?

Communications/Utilities/Consumer Client: Telenor — Fornebu, Norway Agency: Rapp — Oslo, Norway

Financial Products and Services/Consumer Client: Manulife Bank — Waterloo, Canada Agency: OgilvyOne worldwide — Toronto, ONCanada

EURO IS COMING


Communications/Utilities/Consumer Client: Setanta Sports — Sydney, Australia Agency: BMF — Pyrmont, Australia FREE YOUR UTILITY COMPANY!

Communications/Utilities/Consumer Client: HEAG Südhessische Energie AG (HSE) – Darmstadt, Agency: OgilvyOne Worldwide GmbH – Frankfurt,

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DISRUPTION CAMPAIGN

Information Technologies/Business-to-Business Client: TANDBERG, Inc. — Reston, VA Agency: Goodman Marketing Partners Inc. — San Rafael, CA HP MOBILE BROADBAND NOTEBOOKS ‘WORK IN 3G’

Information Technologies/Business-to-Business Client: Hewlett Packard Company – Houston, TX Agency: McCannWorldgroup – San Francisco, CA

OPERATION CHRISTMAS

SCRATCH OFF AND WIN

Information Technologies/Business-to-Business Client: Exceda — São Paulo, Brazil Agency: e|ou Marketing de Relacionamento — São Paulo, Brazil

Not-For-Profit/Consumer Client: Graacc — São Paulo, Brazil Agency: OgilvyOne — Sao Paulo, Brazil

READY FOR AUGUST 1ST?

SCULPTURES BEGGING FOR HISTORICAL BUILDINGS

Information Technologies/Business-to-Business Client: Schultz Information A/S — Valby, Denmark Agency: Dialog Factory — Copenhagen, Denmark

Not-For-Profit/Consumer Client: Deutsche Stiftung Denkmalschutz — Bonn, Agency: OgilvyOne worldwide GmbH — Frankfurt am Main,

INSURANCE THE $4 CAMPAIGN 2008 DRUG TREND SYMPOSIUM & REPORT ‘PREDICTIONS’

Insurance/Business-to-Business Client: Medco Health Solutions, Inc — Franklin Lakes, NJ Agency: Medco Health Solutions, Inc — Franklin Lakes, NJ TALISMAN

Insurance/Consumer Client: Vereinigte Spezial Versicherungs AG / Allianz 24 — München, Agency: Red Urban GmbH — Unterhaching, ZURICH HELPPOINT D2W CAMPAIGN

Not-For-Profit/Consumer Client: Outreach International — Independence, MO Agency: Rodgers Townsend — St. Louis, MO THE CLINICLOWNS CLICK

Not-For-Profit/Both Client: CliniClowns — Amersfoort, Netherlands Agency: Downtown Actiemarketing — Amsterdam, Netherlands TIME IS NOW CAMPAIGN

Not-For-Profit/Consumer Client: American Bible Society — New York City, NY Agency: Stratmark — Richardson, TX

‘TAKE THE KEY’

Insurance/Consumer Client: Zurich Insurance Company Ltd — Zurich, CH Agency: OgilvyOne worldwide GmbH — Frankfurt am Main,

TOOTHBRUSHES FOR THE TROOPS

NOT-FOR-PROFIT

PHARMACEUTICAL / HEALTHCARE

‘LOW COST-SALVATION’

MIRAPEX RESTLESS LEG SYNDROME (RLS)

Not-For-Profit/Consumer Client: The Salvation Army, Denmark — Copenhagen, Denmark Agency: Recommended — Aarhus C, Denmark NAVIGATE

Not-For-Profit/Consumer Client: AdoptaPlatoon — San Benito, TX Agency: Fund Raising Strategies, Inc. — McLean, VA

Pharmaceutical/Healthcare/Consumer Client: Boehringer-Ingelheim — Ridgefield, CT Agency: Ogilvy Healthworld — New York, NY ORENCIA PROMISE CAMPAIGN

Not-For-Profit/Business-to-Business Client: American Marketing Association (AMA) — Chicago, IL Agency: Jacobs & Clevenger — Chicago, IL

Pharmaceutical/Healthcare/Consumer Client: Bristol-Myers Squibb — Plainsboro, NJ Agency: MRM Worldwide (Princeton Office) — Lawrenceville, NJ

OPERATION HOLIDAY HOPE

PREMARIN/PREMPRO MPOWERED WOMAN RM PROGRAM

Not-For-Profit/Consumer Client: Metro Ministries International — Brooklyn, NY Agency: Stratmark — Richardson, TX

Pharmaceutical/Healthcare/Consumer Client: Wyeth Pharmaceuticals, Inc. — Collegeville, PA Agency: Ogilvy Healthworld — New York, NY

OUTREACH INTERNATIONAL ‘SUSTAINABLE GOODS’ BAG DM


Not-For-Profit/Business-to-Business Client: Outreach International — Independence, MO Agency: Rodgers Townsend — St. Louis, MO

M&M’S STREET

PRAYER GUILD INVITE

Not-For-Profit/Business-to-Business Client: Maryknoll Fathers and Brothers – Ossining, NY Agency: Amergent - Peabody, MA

Product Manufacturing and Distribution/Consumer Client: M&M’S / MARS CHOCOLAT – Haguenau, Agency: Proximity BBDO Paris - Boulogne-Billancourt cdx,

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LEADERS continued Campaign Names are listed in blue. PALERMO 180

KMART SPRING STYLE SHOWOFF

Product Manufacturing and Distribution/Consumer Client: PUMA — Pilar, Argentina Agency: DDB Argentina — Buenos Aires, Argentina

Retail/Direct Sales/Consumer Client: Kmart – Hoffman Estates, IL Agency: Draftfcb – Chihago, IL

TOGETHER EVERYWHERE

SUBWAY SUBCARD LOYALTY PROGRAMME

Product Manufacturing and Distribution/Consumer Client: PUMA AG Rudolf Dassler Sport — Herzogenaurach, Agency: TouchWorks GmbH — Duesseldorf,

Retail/Direct Sales/Both Client: Subway New Zealand — Auckland, New Zealand Agency: justONE — Auckland, New Zealand THE CANDY LAB

VORWERK DOORBELL STICKER

Product Manufacturing and Distribution/Consumer Client: Vorwerk & Co. KG — Wuppertal, Agency: OgilvyOne worldwide GmbH — Frankfurt am Main,

PUBLISHING / ENTERTAINMENT NO BALLS

Publishing/Entertainment/Consumer Client: Paddy Power — Dublin, Ireland Agency: Shackleton — Madrid, Spain PEOPLE VERTICAL GIFT CERTIFICATE

Publishing/Entertainment/Consumer Client: Time Consumer Marketing Inc. — New York, NY Agency: Time Inc. — New York, NY VALENTINE´S DAY?

Publishing/Entertainment/Business-to-Business Client: NBC Universal — Madrid, Spain Agency: Shackleton — Madrid, Spain

RETAIL / DIRECT SALES 2008 MONOPOLY AT MCDONALD’S

Retail/Direct Sales/Consumer Client: McDonald’s — Oakbrook, IL Agency: The Marketing Store — Oakbrook Terrace, IL ANDIAMO - CROWDSOURCING WORKS FOR SHOE RETAILER

Retail/Direct Sales/Consumer Client: Kenkäkesko Oy — Espoo, Finland Agency: Kenkäkesko Oy — Espoo, Finland FREE BALLS FOR YOUR FOURBALL

Retail/Direct Sales/Consumer Client: Callaway — Surrey, UK Agency: Stephens Francis Whitson — London, UK

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Retail/Direct Sales/Consumer Client: Mars Direct — Hackettstown, NJ Agency: imc2 — Dallas, TX TRANSITIONS LENSES

Retail/Direct Sales/Consumer Client: Laubman & Pank — Macquarie Park, Australia Agency: Lavender* — Sydney, Australia

TRAVEL & HOSPITALITY / TRANSPORTATION BC ESCAPES 2008

Travel & Hospitality/Transportation/Consumer Client: Tourism British Columbia — Vancouver, BCCanada Agency: Cossette — Vancouver, BCCanada DSB S-MORE

Travel & Hospitality/Transportation/Consumer Client: DSB S-train — Copenhagen, Denmark Agency: Wunderman Copenhagen — Copenhagen, Denmark EASIER WAY TO SCORE POINTS

Travel & Hospitality/Transportation/Both Client: Hilton Hotels Corp — Memphis, TN Agency: Draftfcb — Chicago, IL

FINALISTS Campaign Names are listed in blue.

AUTOMOTIVE

BUSINESS & CONSUMER SERVICES

BE A VOLKSWAGEN BOFFIN

CANADA POST - MAPLE GROVE COMMUNITY SECOND LIFE

Automotive/Consumer Client: Volkswagen Group Australia — Sydney, Australia Agency: Friend — Sydney, Australia

Business and Consumer Services/Both Client: Canada Post Corporation — toronto, ONCanada Agency: Canada Post Corporation — toronto, ONCanada

BMW EFFICIENTDYNAMICS

Automotive/Consumer Client: BMW Group Austria — Salzburg, Austria Agency: Demner, Merlicek & Bergmann — Vienna, Austria CAR ART

Automotive/Consumer Client: Mercedes-Benz — Brussels, Belgium Agency: Proximity BBDO — Brussels, Belgium FIND THE WAY

Automotive/Consumer Client: American Suzuki Motor Corporation — Brea, CA Agency: Meredith Integrated Marketing — Los Angeles, CA FORD FIESTA OPENING

Automotive/Both Client: Ford Motor Company A/S — Ballerup, Denmark Agency: Wunderman Copenhagen — Copenhagen, Denmark GENUINE DIRECT LOYALTY (GDL)

Automotive/Consumer Client: Ford Customer Service Division — Dearborn, MI Agency: Ogilvy Team Detroit — Dearborn, MI HONDA DEALER MEETING PROGRAM

Automotive/ Client: Maritz — Fenton, MO Agency: Garlich Printing Company — Fenton, MO HOW TO BUY A 4X4 WITH YOUR EYES CLOSED

Automotive/Consumer Client: Generals Motors Argentina — Capital Federal, BAArgentina Agency: MRM Worldwide Argentina — Buenos Aires, BAArgentina IRRESISTIBLE CAR

Automotive/Consumer Client: Toyota Comart — Sao Paulo, Brazil Agency: urban summer — Sao Paulo, Brazil

DATABASE MANAGEMENT HELLO STICKER CAMPAIGN

Business and Consumer Services/Business-to-Business Client: United States Postal Service — Washington, DC Agency: Campbell-Ewald — Warren, MI DHL SEND-TO-A-FRIEND

Business and Consumer Services/Consumer Client: Deutsche Post AG — Bonn, Agency: OgilvyOne worldwide GmbH — Frankfurt am Main, ELSPAREFONDEN - THE TREND-BREAKING DEAL

Business and Consumer Services/Business-to-Business Client: Elsparefonden — Copenahgen S, Denmark Agency: RelationshusetGekko — Copenhagen OE, Denmark EPOST SIMPLER IS SMARTER

Business and Consumer Services/Consumer Client: Canada Post — Ottawa, ONCanada Agency: Draftfcb — Toronto, ONCanada EVERYONE WINS EMAIL ACQUISITION CONTEST

Business and Consumer Services/Consumer Client: AIR MILES Reward Program — Toronto, ONCanada Agency: Direct Antidote — Toronto, ONCanada FASHION IS LIKE A WARM GUN

Business and Consumer Services/Business-to-Business Client: Proximity — Hamburg, Agency: Proximity — Hamburg, MANITOBA INSPIRED LIVING DM TEST

Business and Consumer Services/Consumer Client: Loyalty One /AIR MILES Reward Program — Toronto, ON, Canada Agency: Direct Antidote — Toronto, ONCanada ONEUPWEB.COM

Business and Consumer Services/Business-to-Business Client: Oneupweb — Traverse City, MI Agency: Oneupweb — Traverse City, MI

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FINALISTS continued Campaign Names are listed in blue. OSTRICH

THE UNKNOWN SIDE

Business and Consumer Services/Business-to-Business Client: DPD Dynamic Parcel Distribution GmbH– Aschaffenburgh, Agency: Red Urbam GmbH – Unterhaching,,

Financial Products and Services/Consumer Client: American Express International, Inc. — Frankfurt am Main, Agency: OgilvyOne worldwide GmbH — Frankfurt am Main,

SHAGUN

Business and Consumer Services/Business-to-Business Client: DHL Express (India) Pvt. Ltd — Mumbai, India Agency: OgilvyOne Worldwide — Mumbai, India

TROUBADOURS

Financial Products and Services/Consumer Client: Urbi — Mexico City, Mexico Agency: OgilvyOne Mexico — Mexico City, Mexico

COMMUNICATIONS / UTILITIES INFORMATION TECHNOLOGIES BT VISION

Communications/Utilities/Consumer Client: BT Retail — London, UK Agency: Ogilvy London — Canary Wharf, UK

INTEL FEARSOME FOURSOME

Information Technologies/Business-to-Business Client: Intel — Vancouver, WA Agency: Babcock & Jenkins — Portland, OR

I LOVE FREE HD

Communications/Utilities/Consumer Client: Comcast Colorado — Denver, CO Agency: DMS Marketing — Mission Viejo, CA

THE SEARCH FOR THE LOST E-MAIL

Information Technologies/Business-to-Business Client: IBM — São Paulo, Brazil Agency: Ogilvy — São Paulo, Brazil

MORE MOBILE MUSIC-LAUNCH

Communications/Utilities/Consumer Client: Telenor — Fornebu, Norway Agency: Rapp — Oslo, Norway RECYCLED MAIL PACK

Communications/Utilities/Business-to-Business Client: Origin — Melbourne, Australia Agency: Wunderman Melbourne — Melbourne, Australia WORK STATIONS

Communications/Utilities/Business-to-Business Client: Telefonica Empresas — São Paulo, Brazil Agency: OgilvyOne — Sao Paulo, Brazil

FINANCIAL PRODUCTS AND SERVICES ENJUTO MOJAMUTO

Financial Products and Services/Consumer Client: Caja Madrid — Madrid, Spain Agency: Shackleton — Madrid, Spain FINANCIAL CRISIS COMMUNICATION

Financial Products and Services/Business-to-Business Client: Nordea Liv & Pension — Ballerup, Denmark Agency: OgilvyOne worldwide — Copenhagen, Denmark ‘ORGULLOSOS’ (PROUD)

Financial Products and Services/Consumer Client: Banco Itaú Argentina S.A — Buenos Aires, Argentina Agency: di Paola — Buenos Aires, BAArgentina

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INSURANCE A SWEET SURPRISE

Insurance/Business-to-Business Client: FM Global — Windsor, UK Agency: OgilvyOne worldwide GmbH — Frankfurt am Main, ALLIANZ BROKERS GRAND PRIX

Insurance/Business-to-Business Client: Allianz Seguros — São Paulo, Brazil Agency: OgilvyOne — Sao Paulo, Brazil ALLSTATE REFERRAL REWARDS

Insurance/Consumer Client: Allstate — Northbrook, IL Agency: UMarketing — Lombard, IL EMBLEMHEALTH SPECIAL NEEDS CAMPAIGN

Insurance/Consumer Client: HIP Health Plan of New York — New York, NY Agency: Hacker Group — Seattle, WA HORIZON BCBSNJ DRTV ‘ALL YOU CAN GET’

Insurance/Consumer Client: Horizon Blue Cross Blue Shield of NJ — Newark, NJ Agency: Harte-Hanks — Yardley, PA

UNION FAMILY INSURANCE - SIMPLIFIED

HUGGIES JEANS WARDROBE

Insurance/Consumer Client: Alka forsikring — Hoeje Taastrup, Denmark Agency: OgilvyOne worldwide — Copenhagen, Denmark

Pharmaceutical/Healthcare/Consumer Client: Kimberly Clark — Buenos Aires, Argentina Agency: OgilvyOne worldwide — Capital Federal, B.A.Argentina

NOT-FOR-PROFIT

NICORETTE WHITE ICE MINT CAMPAIGN

APPETITE FOR DOG

Pharmaceutical/Healthcare/Consumer Client: GlaxoSmithKline — Parsippany, NJ Agency: RTC Relationship Marketing — Washington, DC

Not-For-Profit/Consumer Client: Dog Aid Australia — Frankston, Australia Agency: Clemenger Proximity Melbourne — Melbourne, Australia CLAIM FOR A BETTER WORLD

Not-For-Profit/Both Client: Multishow TV Channel — São Paulo, Brazil Agency: Fábrica Comunicação Dirigida — São Paulo, Brazil NSPCC MONKEY

Not-For-Profit/Consumer Client: NSPCC — London, UK Agency: Rapp — London, UK SNOW BED

Not-For-Profit/Consumer Client: Crisis — London, UK Agency: Rapp — London, UK

PATIENTS WITH BREAKTHROUGH CANCER PAIN

Pharmaceutical/Healthcare/Business-to-Business Client: Nycomed — Roskilde, Denmark Agency: OgilvyOne worldwide — Copenhagen, Denmark PERSONALIZED MEDICINE ‘RIGHT DRUG. RIGHT DOSE.’

Pharmaceutical/Healthcare/Business-to-Business Client: Medco Health Solutions, Inc — Franklin Lakes, NJ Agency: Medco Health Solutions, Inc — Franklin Lakes, NJ SAM-E COMPLETE

Pharmaceutical/Healthcare/Consumer Client: Pharmavite/Nature Made — Northridge, CA Agency: Ogilvy West — Culver City, CA

PRODUCT MANUFACTURING AND DISTRIBUTION ALWAYS THE RIGHT AMOUNT OF LOVE - MAILING

Not-For-Profit/Consumer Client: SPCA NZ — Auckland, New Zealand Agency: Draftfcb New Zealand Ltd — Auckland, New Zealand

Product Manufacturing and Distribution/Consumer Client: Mars GmbH — Verden (Aller), Agency: argonauten G2 GmbH - a member of Grey | G2 Group — Berlin,

THE ANIMAL QUIZ

ORIGASMIQUE

Not-For-Profit/Consumer Client: Dyrenes Beskyttelse (The Danish Society for the Protection of Animals) — Frederiksberg, Denmark Agency: 3rdDimension — Hellerup, Denmark

Product Manufacturing and Distribution/Consumer Client: Bijoux Indiscrets SL — BARCELONA, Spain Agency: Proximity — spain, Spain

SPCA A VERY SILENT NIGHT

THE BAPTISM LETTER

Not-For-Profit/Business-to-Business Client: Evangelischer Regionalverband Frankfurt am Main — Frankfurt am Main, Agency: OgilvyOne worldwide GmbH — Frankfurt am Main,

TAKING RELATIONS TO A HIGHER LEVEL

Product Manufacturing and Distribution/Business-to-Business Client: FLSmidth Automation — Valby, Denmark Agency: Klausen + Partners — Frederiksberg, Denmark THE PERFECT FIT

Product Manufacturing and Distribution/Consumer Client: Lodge and King — Sydney, Australia Agency: Blue Star Print Group — Sydney, Australia

THE LEGENDS OF JAZZ

Not-For-Profit/Consumer Client: KCSM-FM — San Mateo, CA Agency: Goodman Marketing Partners Inc. — San Rafael, CA

PHARMACEUTICAL / HEALTHCARE BREAST HEALTH AWARENESS CARD

Pharmaceutical/Healthcare/Consumer Client: Sanofi-Aventis – Bridgewater, NJ Agency: Promotions Unlimited – Chester, NJ

PUBLISHING/ENTERTAINMENT AVID NEW THINKING

Publishing/Entertainment/Business-to-Business Client: Avid Technology — Tewksbury, MA Agency: White Rhino Productions — Burlington, MA BROADWAY IN DETROIT 2008-09 SEASON TICKETS

Publishing/Entertainment/Consumer Client: Nederlander Detroit — Detroit, MI Agency: SMZ Advertising — Troy, MI

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FINALISTS continued Campaign Names are listed in blue. KIDNAPPED

LORRY MAILER

Publishing/Entertainment/Business-to-Business Client: MTV NETWORKS ESPAÑA — MADRID, Spain Agency: Proximity — spain, Spain

Retail/Direct Sales/Business-to-Business Client: Universal Graphics — Emyvale, Ireland Agency: RMG Target — Dublin, Ireland

MUSIC IS OUR ION

NIKE DYNAMIC DM CAMPAIGN

Publishing/Entertainment/Consumer Client: Musikhaus Thomann — Burgebach, Agency: OgilvyOne worldwide GmbH — Frankfurt am Main,

Retail/Direct Sales/Consumer Client: Nike Inc. — Beaverton, OR Agency: Nimblefish — San Francisco, CA SHOW YOUR BACK-TO-SCHOOL STYLE

PUB WITH NO SPORT

Publishing/Entertainment/Business-to-Business Client: AUSTAR Entertainment — Ultimo, Australia Agency: Rapp Sydney — Ultimo, Australia

Retail/Direct Sales/Consumer Client: Kmart — Hoffman Estates, IL Agency: Draftfcb — Chicago, IL

TRAVEL & HOSPITALITY/TRANSPORTATION SUPERSECRET DAY

Publishing/Entertainment/Consumer Client: Cartoon Network — Sao Paulo, Brazil Agency: Rapp Brasil — Sao Paulo, Brazil USA TODAY & THE ARBOR DAY FOUNDATION PROGRAM

Publishing/Entertainment/Consumer Client: USA TODAY — Mc Lean, VA Agency: USA Today — Mc Lean, VA

RETAIL/DIRECT SALES 1,2,3 HIDE & SEEK

Retail/Direct Sales/Consumer Client: El Corte Ingles — Madrid, Spain Agency: Shackleton — Madrid, Spain BEST BUY FOR BUSINESS BOOST YOUR BUSINESS DAY

Retail/Direct Sales/Business-to-Business Client: Best Buy — Minneapolis, MN Agency: Engauge — Atlanta, GA INNOVATION THROUGH CREATIVE TEST DESIGN

Retail/Direct Sales/Consumer Client: Weight Watchers — New York, NY Agency: Company C — New York, NY LIFE EASY

Retail/Direct Sales/Consumer Client: Sprinfield — Madrid, Spain Agency: OgilvyInteractive — Madrid, Spain LOOK FAMOUS 2008 MINI MAGAZINE

Retail/Direct Sales/Consumer Client: Sunglass Hut — Sydney, Australia Agency: Moon Communication Group — Sydney, Australia

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ARTIFICIAL TRIP GENERATOR

Travel & Hospitality/Transportation/Consumer Client: NSB National Railway — Oslo, Norway Agency: McCann Direkte MRM Partners — Oslo, Norway CAR2GO

Travel & Hospitality/Transportation/Consumer Client: Daimler AG - smart — Stuttgart, Agency: Proximity — Hamburg, LA RONDE - IT’S SCREAMIN’ AWESOME

Travel & Hospitality/Transportation/Consumer Client: La Ronde — Montreal, QCCanada Agency: Blitz — Montreal, QCCanada SAS – THE TIME DIALOGUE

Travel & Hospitality/Transportation/Consumer Client: Scandinavian Airlines Denmark A/S Copenhagen S, Denmark Agency: RelationshusetGekko – Copenhagen OE, Denmark TOUCHDOWN AT HAMPTON, WAKE UP A WINNER

Travel & Hospitality/Transportation/Both Client: Hilton Hotels Corp — Memphis, TN Agency: Draftfcb — Chicago, IL TWINS TERRITORY SMALL BUSINESS LEAD ACQUISITION

Travel & Hospitality/Transportation/Business-to-Business Client: The Minnesota Twins — Minneapolis, MN Agency: Volkart May & Associates, Inc. — Minneapolis, MN WYNDHAM REWARDS LIFECYCLE & REACTIVATION

Travel & Hospitality/Transportation/Consumer Client: Wyndham Worldwide — Parsippany, NJ Agency: Campbell-Ewald — Warren, MI

HOW ECHO JUDGING WORKS

T

he International ECHO Awards represents the oldest and most prestigious honor in direct marketing. ed by the DMA, the ECHO is the only international award where judges rigorously assess entries based on strategy, creative execution and results – recognizing the whole picture of a campaign’s success. This focus on balanced judging assessment, combining top-notch, experienced judges and outstanding entries year in and out, has played a major role in the ECHO Awards representing the best that direct and interactive marketing have to offer. ENTRY CATEGORIES

ECHO entries are judged by business category. There are twelve separate categories representing business segments. Categorizing entries by business segment enables entries to be evaluated by judging s of direct and interactive marketing professionals with actual experience in the relevant business category. This leads to a more intelligent and insightful evaluation of entries. 3 ROUNDS OF ECHO JUDGING

All International ECHO Award winners go through three rounds of judging. Round 1 is a screening round. Through a combination of individual reviews followed by collaborative discussion, judging s determine which entries represent an effective balance of strategy, creative execution and results; and which move on to the next round. In Round 2, all surviving entries are then scored numerically with regard to strategy, creative execution and results. After scores are totaled and re-checked, the top entries advance to the third and final round. In Round 3, entries are reviewed individually by three senior level judges, all of whom are the most experienced direct marketers. All earlier scores are wiped out, so finalist entries start out on equal footing. As in Round 2, entries are scored numerically

with regard to strategy, creative execution and results. An entry needs to reach a certain minimum score to quality for a Gold, Silver or Bronze ECHO. Therefore, it is possible for some categories to have multiple winners at each level, while other categories might have a single Bronze winner, or no winners at all. SPECIAL ECHO AWARDS

The Diamond and USPS Gold Mailbox awards are selected by the ECHO Steering Committee, as pulled from the highest scoring entries from Round 3. Other special awards – Henry Hoke Award, A. Eicoff Broadcast Innovation Award, ECHO Digital Award, Green ECHO, Collegiate ECHO, ECHO Search Marketing, and ECHO Governors Strategic Innovation Award – are chosen by selected teams of experts from top scoring entries in their respective areas. The ECHO People’s Choice Award is chosen by individuals who text in their choices. JUDGE REPRESENTATION

For the 2009 International ECHO Awards, Round 1 judging took place in Denmark, Australia and New York City. Rounds 2 and 3 judging were in New York. Overall, participating judges came from cities across the United States, as well as from UK, Sweden, Spain, Belgium, Denmark, Scotland, Finland, Norway, Portugal, Hungary, Australia, New Zealand and Malaysia. 2010 JUDGING

For more on the benefits of participating as an ECHO judge next year experienced direct response marketers should Barbara Parker at [email protected] or 212.768.7277 x1450.

The 2010 DMA International ECHO Awards go to www.dma-echo.org

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2009 INTERNATIONAL ECHO AWARDS JUDGES Mark Allen Service Master

Marcelo Carnevale DraftFCB

Pam Fields Stetson

Francisco Guijarro Wikreate

Shari Altman Altman Dedicated Direct

Santiago Casares Wikreate

John Gagne Proximity Canada

David Hackett SpaceCenter Partners

Judy C. Arnold SEI

Julia Elena Castanon Wikreate

Erin Gallagher Simon Richards Group

Andrew Hansen Harte-Hanks

Sarah Baehr Razorfish

Brian Castelli Progressive Impressions Int’l

Meena Ganeson-Kumar Simon Richards Group

Nancy Harhut Consultant

Matt Bailey SiteLogic

Lisa Charlebois OgilvyOne

Carlos Garavito Ogilvy/OgilvyOne Worldwide

Yosi Heber Oxford Hill Partners

Geoffrey Batrouney Estee Marketing Group, Inc.

Mike Chuter Cubed Communications

Karina P. Garcia Direct Marketing Association

Kaenan Hertz USAA

Martin Bauer Wunderman

Jon Clark The Clark Alliance

Patrick Garrett Outrider

Hank Hoke Hoke Communications

Leslie Benjamin Marketing Consultant

Maxine Cohen Copy By Max/DM & Copy Services

Dan Geaves Pareto Fundraising

Ellen Huabg Stewardship

Robbin Gehrke Russ Reid

Angela Hubbert Russ Reid

Chrysanthe Georges Georges Marketing Group

Warren Hunter DMWDirect

Richard Goldsmith The Horah Group

William Ince Consultant

Bernardo Gomez EURO RSCG

Michael Jacobson Direct Media Inc.

Maxine Gooden Marketing E. Gooden Mktg Consulting

Anne Kenney Wunderman

Sandra Blum Blum & Company LLC Simon Bond Proximity BBDO Eamon Boyle The Martin Agency Brian Brilliant BMD Scott Briskman Agency.com Meta Brophy Consumers Union

Jill Cowen Citicards Chet Dalzell Public Relations Consultant Megan Devine d. trio marketing group Glenn Dickson Rapp Collins Australia Marcy Dome Microsoft Corporation Andre Doren AVD Hispanic Marketing

Brent Brotine Brent Brotine Communications

Nancy Draughn Javelin Direct

Jeffrey J. Browe Wunderman

Rick Dunham Dunham+Company, Inc.

Michael Brzozowski Draftfcb

Maureen Dyvig d. trio marketing group

Marc Canabou Yahoo, Inc.

Serenity Edwards Direct Marketing Association

Mike Capetanakis Trump Institute

Wayne Elley SDS Data Insights

Brian Carlson Klausen + Partners a/s

Rich Feldman Source Marketing

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Carolyn Goodman Goodman Marketing Partners Inc. Tom Goosmann True North Inc. Andrew Gordon Direct Impact Group Ltd. Duncan Gray Proximity London Gabe Greenberg Vibrant Media Sandra Gudat Customer Communications Group

Jeannette Kirby Inviso Liz Kislik Liz Kislik Associates LLC Steve Kissing Barefoot Proximity Dan Kleps Vita-Mix Corporation Michael Koch OgilvyOne Worldwide Jeannette Kocsis Harte-Hanks, Inc. Mark Kolier CGSM

Gloria Kurant Kurant Direct Inc. Chuck La Tournous Prudential Group Ins. JP Lafors The Martin Agency Tina Lance Marketing Consultant Peter Larnish Larnish & Assoicaites Bruce Lee G2 Jonas Lembke Ogilvy Interactive Sydney Matt Leonard Consultant Jeff Levin Direct Media Inc. Ed Lisi Meredith Integrated Marketing Heather Lloyd-Martin Searchenginewriting.com Lori Magill-Cook ALC Grace Maher Maher Design Eileen Mahoney G2 Beatriz Mallory Hispan America Ruben Martinez Wikreate Louis Mastria NextAction Corp Scott May American HomePatient Inc. Jon Maxim Maxim Advertising Elizabeth McCaffrey EAM Creates

Tim McCreight American Inst. Of Chemical Engineers

Tony Rambaut Friend

Pamela Sullivan Sullivan Creative

Stan Rapp Engauge

Tim Suther Acxiom

Susan Meany SKM Group

Jenny Raybould Creative Director/ Copy Consultant

Kenneth Tattersall Bank of America

Nick Mercer Mercell Bell Pty Ltd.

Joan Renfrow Onyx Productions Inc.

Paula Milam Victor Results Advertising, Inc.

Lee Richards Simon Richards Group

Kim Miller Time Inc.

Suzy Ridenour Ridenour & Associates

Jennifer Monaghan Campbell-Ewald

Jonas Roeser LTC Financial Partners, LLC

Rick Moore Active Integrated Marketing, LLC

Matthew Rosenblatt Harte-Hanks, Inc.

Chuck McLeester Roska Direct

Josh Mortiz Customer-Growth Joseph Muehlbach Quad/Graphics Thomas Nelligan Blitz-Cossette Communications Dave Nelson ALC Taylor Nicholls G2 Direct & Digital John C. O’Connor JVW Direct Akira Oka Direct Marketing Japan Matt Palumbo Palumbo Associates Maria Phillips Watson Phillips Norman Jason Polson Draftfcb Gayle Prete Discover Financial Services Elly Puyat Ogilvy

Debbie Roth Japs-Olson.com

Mary Teahan Proximity Jon Tell MRM Worldwide, Princeton Pamela Upton Bank of America Raymundo Valdez ALMA DDB Maribett Varner Bennett, Kuhn, Varner Jay van Wagenen JVW Direct

Adrea Rubin Adrea Rubin Marketing Inc.

Andy Walsh G2

Aurelio Saiz SpaceCenter Partners

Eric Webster State Farm

Roehl Sanchez Blitz direct Data & Promotions

Heidi Wells Heidi Wells Creative Services

Rick Sangerman A. Eicoff & Company

Andrew Wetzler MoreVisibility

Domingo Sanna MarCom Strategy

George Wiedemann UMarketing

Ian Sawers Wunderman

Elly Woolston DMS England

Gary Scheiner Rosetta

Johnathan Yee AIU Holdings Inc.

David Scholes Targetbase

Felipe Rios Yrarrazaval Grupo

Jason Snyder MRM Gillespie

Mat Zucker OgilvyOne Worldwide, New York

Bill Spink DMW Worldwide LLC Roger Stephens Fenton Stephens

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AGENCY INDEX Adams Hussey & Associates Arlington, VA/ Campaign: Ambassador Cicle Business Card Renewal/ Client: World Jewish Congress Foundation; Miami, FL/ Award: Silver Adams Hussey & Associates Arlington, VA/ Campaign: Major Donor Map Appeal/ Client: California State Parks Foundation; San Francisco, CA/ Award: Silver Aim Proximity Auckland, New Zealand/ Campaign: Valentines ‘09/ Client: The Warehouse Limited; Auckland, New Zealand/ Award: Silver Aim Proximity & Colenso BBDO Auckland, New Zealand/ Campaign: The Yellow Treehouse/ Client: The Yellow Pages Group; Auckland, New Zealand/ Award: Gold Argonauten G2 GmbH Berlin, / Campaign: Goldfach Punkten PAYBACK Olympic Campaign/ Client: PAYBACK GmbH; München, / Award: Silver Arnold Boston, MA/ Campaign: Insurance Superstore/ Client: The Progressive Corporation; Mayfield Village, OH/ Award: Bronze Beasley Direct Marketing Morgan Hill, CA/ Campaign: BTS Master: A Dimensional, Multi-Channel, and Personalized Campaign/ Client: Anritsu Company; Morgan Hill, CA/ Award: Bronze BMF Pyrmont, Australia/ Campaign: Dollarmites Mission/ Client: Commonwealth Bank of Australia; Sydney, Australia/ Award: Bronze BMF Pyrmont, Australia/ Campaign: TED696 Project/ Client: Lion Nathan; Sydney, Australia/ Award: Gold Boost Minneapolis, MN/ Campaign: Priority Club Rewards Lifecycle Marketing Campaign/ Client: InterContinental Hotels Group; Atlanta, GA/ Award: Silver Campbell-Ewald Warren, MI/ Campaign: Environmailist Campaign/ Client: United States Postal Service; Washington, DC/ Award: Green ECHO Campbell-Ewald Warren, MI/ Campaign: Navy Influencer-NAVYForMoms.com/ Client: United State Navy; Millington, TN/ Award: Gold Proximity Barcelona; Spain, Spain/ Campaign: THE SIGNAL/ Client: Random House Mondadori; BARCELONA, Spain/ Award: Gold CumminsNitro Brisbane South Brisbane, Australia/ Campaign: The Best Job in the World/ Client: Tourism Queensland; Brisbane, Australia/ Award: Gold

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DDB Argentina Buenos Aires, / Campaign: Slap the Red On/ Client: PUMA; Pilar, Argentina/ Award: Bronze

MRM Worldwide Norway Oslo, Norway/ Campaign: The Brick/ Client: Gjensidige; Lysaker, Norway/ Award: Bronze

Dieste Dallas, TX/ Campaign: HP Insider/ Client: HewlettPackard; New York, NY/ Award: Bronze

Ogilvy; Stockholm, Sweden/ Campaign Bake a Cake/ Client: The Swedish Advertising Association; Stockholm, Sweden/ Award: Bronze

Draftfcb Chicago Chicago, IL/ Campaign: The Power of The Human Voice/ Client: Blue Cross and Blue Shield of Florida; Jacksonville, FL/ Award: Gold

Ogilvy Frankfurt, / Campaign: Bigger Storage Ideas/ Client: IKEA; Hofheim-Wallau, / Award: Silver

Draftfcb New Zealand Auckland, New Zealand/ Campaign: X6 Launch/ Client: BMW New Zealand; Auckland, New Zealand/ Award: Bronze

Ogilvy New York, NY/ Campaign: Mr. Fong/ Client: IBM; Armon, NY/ Award: Bronze

Draftfcb New Zealand Ltd Auckland, New Zealand/ Campaign: The Lowdown/ Client: Ministry of Health - New Zealand Government; Auckland, New Zealand/ Award: Silver e|ou Marketing de Relacionamento São Paulo, Brazil/ Campaign: CRONÔMETRO/ Client: Resource SiteSeeing; Barueri, Brazil/ Award: Bronze e|ou Marketing de Relacionamento São Paulo, Brazil/ Campaign: FAÇA SEU 2009/ Client: Laborprint; São Paulo, Brazil/ Award: Bronze Fund Raising Strategies McLean, VA/ Campaign: Attention Sign/ Client: Veterans Airlift Command; St Louis Pk, MN/ Award: Silver Greater Than One New York, NY/ Campaign: BabyCenter - Pregnancy and Parenting Information/ Client: BabyCenter, LLC; San Francisco, CA/ Award: Search Marketing Award Hamelin Martineau Inc. Montreal, Canada/ Campaign: Spring 2008 SickKids Lottery - Danielle/ Client: Brockville, Canada/ Award: Silver Infinity Direct Minneapolis, MN/ Campaign: 2008 The Show Call for Entries/ Client: Advertising Federation of Minnesota; St. Paul, MN/ Award: Silver Lewis Kennedy Associates Portland, OR/ Campaign: Oregon Zoo Frog hip Drive - Frogs!/ Client: Oregon Zoo Foundation; Portland, OR/ Award: Gold MicroMass Communications Cary, NC/ Campaign: The A.I.R. Program -- Singulair®/ Client: Merck & Co., Inc.; North Wales, PA/ Award: Bronze MRM Worldwide Lawrenceville, NJ/ Campaign: ECHO-CARDIOGRAM/ Client: The Direct Marketing Association; New York, NY/ Award: Bronze

Ogilvy New York, NY/ Campaign: Vaseline Clinical Therapy - Prescribe The Nation/ Client: Unilever - Vaseline; / Award: Bronze Ogilvy Team Detroit Dearborn, MI/ Campaign: Owner Advantage Communication (OAC) Welcome Package/ Client: Ford Customer Service Division; Dearborn, MI/ Award: Bronze OgilvyOne Brasil Sao Paulo, Brazil/ Campaign: Web Video Call Anhanguera/ Client: Anhanguera Educacional; Valinhos, Brazil/ Award: Silver OgilvyOne Worldwide Frankfurt, / Campaign: Kidnapping Charity/ Client: Evangelischer Regionalverband; Frankfurt, / Award: Bronze OgilvyOne Worldwide Copenhagen, Denmark/ Campaign: One Box to Rule Them All/ Client: IBM Denmark A/S & Secure Device A/S; Hellerup & Kgs. Lyngby, Denmark/ Award: Silver OgilvyOne Worldwide Toronto, Canada/ Campaign: One Million Acts of Green/ Client: Cisco Systems Canada; Toronto, Canada/ Award: Silver Ogilvyone Worldwide Madrid, Spain/ Campaign: Shout to Come to Rock in Rio/ Client: Movistar; Madrid, Spain/ Award: Bronze Ogilvyone worldwide Madrid, Spain/ Campaign: The Bus/ Client: ING DIRECT; Madrid, Spain/ Award: Bronze OgilvyOne Worldwide, Malaysia Kuala Lumpur, Malaysia/ Campaign: 501/ Client: Levi’s Strauss (M) Sdn. Bhd.; Petaling Jaya, Malaysia/ Award: Silver OgilvyOne Worldwide, Malaysia Kuala Lumpur, Malaysia/ Campaign: Getting Personal/ Client: DHL Express (Singapore) Pte Ltd; Singapore, Singapore/ Award: Silver

OgilvyOne Worldwide, Malaysia Kuala Lumpur, Malaysia/ Campaign: Heineken SWIPE/ Client: Guinness Anchor Marketing Sdn Bhd; Petaling Jaya, Malaysia/ Award: Bronze

RAPP New Zealand Auckland, New Zealand/ Campaign: No One Will Know You Are Gone/ Client: Telecom New Zealand; Auckland, New Zealand/ Award: Bronze

Shackleton Madrid, Spain/ Campaign: ESSENSITY/ Client: Henkel Iberica S.A. Schwarzkopf Professional; Madrid, Spain/ Award: Bronze

OgilvyOne Worldwide, Malaysia; Kuala Lumpur, Malaysia/ Campaign: The Fun Factory/ Client: IBM; Singapore, Singapore/ Award: Bronze

RAPP New Zealand & Tribal DDB New Zealand Auckland, New Zealand/ Campaign: gettingUthru/ Client: ANZ Bank; Auckland, New Zealand/ Award: Silver

Shackleton Madrid, Spain/ Campaign: MALDONADO´S LAST WEATHER REPORT/ Client: CEPSA; Madrid, Spain/ Award: Bronze

OgilvyOne Worldwide, Malaysia Kuala Lumpur, Malaysia/ Campaign: What’s My Maxis/ Client: Maxis Communications Bhd; Kuala Lumpur, Malaysia/ Award: Silver

RAPP Sydney Ultimo, Australia/ Campaign: Andre Rieu/ Client: AUSTAR; Ultimo, Australia/ Award: Silver

Shackleton Madrid, Spain/ Campaign: MOTORTHERAPY/ Client: CEPSA; Madrid, Spain/ Award: Gold

Red Urban GmbH Unterhaching, / Campaign: Income Tax Guide 2009/ Client: Getty Images Deutschland GmbH; München, / Award: Silver

Shackleton Madrid, Spain/ Campaign: RELAX & ENJOY/ Client: Caja Madrid; Spain, Spain/ Award: Silver

Proximity BBDO Brussels, Belgium/ Campaign: Internet Is Mine/ Client: Belgacom; Brussels, Belgium/ Award: Bronze Proximity BBDO Brussels, Belgium/ Campaign: Operation Free Petrol/ Client: Makro; Wommelgem, Belgium/ Award: Bronze Proximity BBDO Brussels, Belgium/ Campaign: Wine Cellar/ Client: ING; Brussels, Belgium/ Award: Bronze Proximity Hamburg, / Campaign: Cardboard Heroes/ Client: Panasonic Deutschland; Hamburg, / Award: Bronze Proximity London London, United Kingdom/ Campaign: Growth/ Client: Royal Mail; London, United Kingdom/ Award: Silver Proximity London London, United Kingdom/ Campaign: Mystery Packages/ Client: RNLI; Poole, United Kingdom/ Award: Silver Proximity London London, United Kingdom/ Campaign: No Excuse/ Client: BBC T.V. Licensing; London, United Kingdom/ Award: Bronze Proximity London London, United Kingdom/ Campaign: Not a Stress Ball/ Client: Royal Mail; London, United Kingdom/ Award: Bronze Proximity London London, United Kingdom/ Campaign: Royal Mail Heat Pack/ Client: Royal Mail; London, United Kingdom/ Award: Silver Publicis Dallas Dallas, TX/ Campaign: “Seeing Is Believing”/ Client: Terminix International; Memphis, TN/ Award: Silver Rapp Oslo, Norway/ Campaign: A Portion of Hope/ Client: Norwegian Red Cross; Oslo, Norway/ Award: Silver Rapp Oslo, Norway/ Campaign: At the Stroke of a Pen/ Client: Norwegian Red Cross; Oslo, Norway/ Award: Silver

RelationshusetGekko Copenhagen, Denmark/ Campaign: ATP - Your Future/ Client: ATP; Hillerød, Denmark/ Award: Silver

Shackleton Madrid, Spain/ Campaign: THE VILLAGE WHERE NOTHING EVER HAPPENS/ Client: Conect; Madrid, Spain/ Award: Silver

RelationshusetGekko Copenhagen, Denmark/ Campaign: SAS - The Travel Day/ Client: Scandinavian Airlines Denmark A/S; Copenhagen S., Denmark/ Award: Bronze

Shackleton Madrid, Spain/ Campaign: ZURICH AUTO LOYALTY PROGRAM/ Client: Zurich España; Barcelona, Spain/ Award: Silver

RMG Target Dublin, Ireland/ Campaign: Guinness - “Delivering Remarkable Experiences”/ Client: Diageo Ireland; Dublin, Ireland/ Award: Silver Russ Reid Pasadena, CA/ Campaign: Sponsorship Christmas Bounceback/ Client: World Vision US; Federal Way, WA/ Award: Bronze

Sun/MRM Wolrdwide São Paulo, Brazil/ Campaign: Picasso Painting/ Client: Sulamerica Insurance; São Paulo, Brazil/ Award: Gold TracyLocke-Los Angeles Venice, CA/ Campaign: Guaranty Checking Moment of Truth Campaign/ Client: x; Dallas, TX/ Award: Bronze

Russ Reid Pasadena, CA/ Campaign: T-Shirt for Orphans Campaign/ Client: World Vision Canada; Mississauga, Canada/ Award: Silver

True North Inc. NY, NY/ Campaign: ‘Camp Rock’ Desktop App/ Client: Disney Channel; Burbank, CA/ Award: Bronze

Sepia A/S Copenhagen, Denmark/ Campaign: Responsible Relationships/ Client: Danske Bank; Copenhagen K., Denmark/ Award: Bronze

Ursa Communications Sydney, Australia/ Campaign: How Champix Outsmarted Cigarettes/ Client: Pfizer; Sydney, Australia/ Award: Silver

Serviceplan Munich, / Campaign: The Sony Ericsson FanWalk 2008/ Client: Sony Ericsson Mobile Communications International AB; Munich, / Award: Silver

Wikreate San Francisco, CA/ Campaign: Celebrate the Crisis - A Singular Wikreate´s Party/ Client: Wikreate; San Francisco, CA/ Award: Silver

Shackleton Madrid, Spain/ Campaign: BARRILETE CÓSMICO/ Client: CAJA MADRID; Madrid, Spain/ Award: Silver Shackleton Madrid, Spain/ Campaign: BUSH BYE BYE PARTY/ Client: Shackleton; Madrid, Spain/ Award: Bronze Shackleton Madrid, Spain/ Campaign: EDUCATION WITH AN H/ Client: Random House Mondadori; Madrid, Spain/ Award: Bronze

Wunderman Sydney, Australia/ Campaign: Earth In Your Hands/ Client: WWF; Ultimo, Australia/ Award: Silver Wunderman; New York, NY/ Campaign: Fun with Keywords/ Client: Microsoft; Redmond, WA/ Award: Bronze Wunderman GmbH; Köln, / Campaign: This is Now: Be Part of It!/ Client: Ford-Werke GmbH; Köln, / Award: Bronze Y&R; Auckland, New Zealand/ Campaign: Microsoft Security--Virus/ Client: Microsoft NZ; Auckland, New Zealand/ Award: Silver

87

INDEX TO RS

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URL

Big Fuel BKV Coolbeans Discover Draftfcb DMA2010 DMW Euro Chicago Leap Agency Lieber & Associates Location3 Media Mella Media MRM Stetson

8 10 6 71 12 BC 74 37 21 35 18 IFC 4 3

www.bigfuel.com www.bkv.com www.coolbeansgroup.com www.discover.com www.draftfcb.com www.dma2010.org www.dmwdirect.com www.eurorscgchicago.com www.leapagency.com.au www.LieberandAssociates.com www.location3.com www.mellamedia.com www.mrmworldwide.com www.Stetson.com

2009 ECHO WINNERS PROGRAM Douglas B. Clark, Freelance Copywriter/Consultant ART DIRECTOR – Joseph Kantorski, www.kantorskidesign.com LAYOUT – Paul Richer COPY –

Legend Productions, Inc. Ardsley, NY, www.legendproductionsinc.com EXECUTIVE PRODUCER – Jeff W. Goldstein PRODUCER – Chris Lackner GRAPHICS PRODUCER / OPERATOR – Angela Eisermann PRODUCTION STAGE MANAGER – Robin Rumpf STAGE MANAGER – Jeffrey Pearl PRODUCTION COORDINATOR – Daria Askari AWARDS SHOW PRODUCED BY

Direct Marketing Association Inc. Staff PRESIDENT & CEO – John A. Greco, Jr. SVP, CONFERENCES & EVENTS – Julie A. Hogan VP, CONFERENCE OPERATIONS – Gerald Longo VP, CONFERENCE & EVENTS – Paul A. McDonnough DMA International ECHO Awards Staff DIRECTOR, AWARD PROGRAMS – Barbara J. Parker USB PRODUCED IN THE USA –

IP Media Holdings, Inc., Illinois Movada Media, Canada

DIGITAL PRINTER OF THE 2009 ECHO WINNERS PROGRAM –

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1

2009 Echo Awards(1) 92g3r

Overview 6h3y3j

More details h6z72

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