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January 22–24, 2014
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1
W
ELCOME TO THE 2013 INTERNATIONAL ECHOTM AWARDS —
the premier marketing awards competition. This year, we gather
to honor and celebrate the best and brightest data-driven marketing
campaigns that not only set the bar for top achievements in creativity,
strategy, and results—but transport us to another plane of appreciation
for their unfathomable talent. Campaigns honored by ECHO demonstrate superlative marketing strategy, exceptional insights into audience
behavior, responsible use of data, inspirational creativity—and in the
end an overwhelming return on investment—which is exactly what
data-driven marketing is all about.
There is no denying that ECHO winners are in a class by themselves—
and the ECHO competition is completely unique. In fact, no other
competition looks at the direct marketing discipline in its entirety in
such breadth and scope.
An ECHO award is the apogee of success in the data-driven
marketing community, and tonight, we celebrate the outstanding
teams whose hard work, talent, and skill have earned this coveted honor.
Your achievements have the power to transform the world of business
and bring great satisfaction to consumers of all ages. Our recipients this
evening truly deserve our unending appreciation
for inspiring us to strive upward and onward.
Linda A. Woolley
President and CEO
Direct Marketing Association
1
CONTENTS
1
5
9
11
A Message from the President & CEO of the Direct Marketing Association
A Message from the Chairman of the International ECHO™ Awards Board of Governors
International ECHO Awards Board of Governors
Sponsors
2013
SPECIAL AWARDS
12
13
14
17
The Best in Show Award – The Diamond ECHO
Personal Connections ECHO Award
USPS Gold MailBox Award
Henry Hoke Award
ECHO AWARDS
BY CATEGORY
AUTOMOTIVE
NOT-FOR-PROFIT
18 Gold
19 Silver
19 Bronze
40 Gold
44 Silver
45 Bronze
BUSINESS AND CONSUMER SERVICES
PHARMACEUTICAL / HEALTHCARE
20 Silver
21 Bronze
COMMUNICATIONS / UTILITIES
22 Silver
23 Bronze
NEW! CONSUMER PRODUCTS
46 Gold
47 Silver
47 Bronze
PRODUCT MANUFACTURING AND DISTRIBUTION
48 Silver
48 Bronze
24 Gold
27 Silver
29 Bronze
NEW! PROFESSIONAL SERVICES
NEW! EDUCATION
PUBLISHING / ENTERTAINMENT
50 Silver
50 Bronze
30 Silver
30 Bronze
51 Gold
53 Silver
FINANCIAL PRODUCTS AND SERVICES
RETAIL AND DIRECT SALES
31 Gold
32 Silver
32 Bronze
54 Gold
55 Silver
55 Bronze
INFORMATION TECHNOLOGIES
TRAVEL AND HOSPITALITY / TRANSPORTATION
34 Gold
35 Silver
36 Bronze
57 Gold
58 Silver
59 Bronze
INSURANCE
37 Gold
38 Silver
38 Bronze
60
62
63
65
ECHO Leaders
How Judging Works
List of Judges
List of Ambassadors and Alliances
66 Agency Listing
71 Ad Index
72 Credits
3
WELCOME
TO THE 2013 INTERNATIONAL ECHO AWARDS!
MARKETING’S
ULTIMATE TEAM
AWARD
TM
The 75th Annual DMA International ECHO Awards showcased the best
campaigns that the direct response discipline had to offer. As chair and co-chair
of the International ECHO Awards Board of Governors, we were proud to be a
part of what arguably was the best awards show ever.
As we reviewed the entries more than once, we had a recurring thought: “I wish
I had been part of the team working on that campaign.” Imagining the energy,
strategic insight, and creativity building to these successful results, we could nearly
feel the sense of pride and camaraderie among the team members that brought
home these winning initiatives. The campaigns were innovative, provocative,
motivating, and captivating. But what set these award-winning campaigns apart
from the others is that they displayed the ultimate combination of brilliant datadriven strategy, outstanding creative, which in turn, generated amazing results.
The digital program book contains the best of the best and we hope that you’re
as impressed as we were when we first saw them.
Prepare to be inspired yourself by the summary of the award-winning campaigns
in this digital book.
If you’d like to be inspired even more, I’d encourage you to take three actions:
1) Visit the Library of ECHO Award Case Studies at www.dma-echo.org, where
you can get an in-depth look at the strategy, creative, and results for current
and past winners.
2) Dream new possibilities by starting to plan an entry in the 2014 ECHO Awards
Competition—it’s never too early to start.
3) Visit our ECHO Facebook group, where you can receive notifications for the
2014 competition.
Congratulations and thank you for inspiring
us and our colleagues on the ECHO Board
of Governors.
Tedd Aurelius, Chair
Jennifer Monaghan, Vice Chair
5
W h a t
S U CC ESS .
i s
t
h
e
s
o
u
n
d
After thirty-two years in the industry, BKV knows what an accomplishment it
is to win an ECHO Award. It’s an acknowledgement of your passion for finding what works and why.
Because as direct marketers, we’re driven to discover better, more accountable ways to achieve your clients’
marketing goals. Every. Single. Time. Congratulations, 2013 ECHO Award winners, on this well-deserved
reflection of your success. Many happy returns.
o f
a n
E
C
H
O
?
direct. digital. driven.
KANSAS CITY • ATLANTA • BKV.COM
RY
A
IN
short of
EX
TR
A
O
RD
g
in
h
an
do
MARKETING
r
fo
c
DATA
at
h
W
is
t
no
It can elevate a disruptive ad
into a trusted advisor. It can
transform a one-time sale into
a lifetime of value. It can turn
an unfamiliar brand into a
welcome friend.
But data in the wrong hands,
or used in the wrong way, can
be devastating. For you. Your
brand. Your business. Your
customers. And, our very
livelihood.
That's why, in the fight to
preserve our data-driven way
of life EVERY LITTLE BIT
COUNTS. Do yours.
JOIN DMA.
Contact:
Sarah Beerbower
Senior Director, Development and Sales
[email protected] | 202 861-2425
thedma.org
8
The League for Extraordinary Marketers
2013 BOARD OF GOVERNORS
CHAIR
TEDD AURELIUS
VP, Account Director
The Martin Agency
Richmond, VA
VICE CHAIR
JENNIFER MONAGHAN
SVP, Account Director
Lowe Campbell-Ewald
Warren, MI
CHAIR OF U.S. JUDGING
ANGELLA HUBBERT
Director, Print Production
Russ Reid
Pasadena, CA
CHAIR OF
AUSTRALIAN JUDGING
MIKE CHUTER
Founding Partner
Cubed Communications
Southbank, Australia
CHAIR OF
EUROPEAN JUDGING
FINN OVERGAARD
Partner
Relationshuttegekko
Copenhagen, Denmark
CHET DALZELL
Public Relations
Professional
New York, NY
BRAD EPSTEIN
MATT LEONARD, CIPP
VP, Marketing Services
Express Scripts
Franklin Lakes, NJ
General Manager
Bergen Aesthetics
Upper Saddle River, NJ
KAREN RICE GARDINER
SID LIEBENSON
Marketing Director
Smithsonian Enterprises
Washington, DC
CAROLYN GOODMAN
President, Creative Director
Goodman Marketing
Partners, Inc.
San Rafael, CA
Director of Development
Priests of the Sacred Heart
Franklin, WI
DEBBIE ROTH
VP of Sales and Marketing
Japs-Olson Company
St. Louis Park, MN
HENRY (HANK) HOKE, III
MARCIA D. SIMMS
JP LAFORS
GARY SCHEINER
Publisher
Hoke Communications, Inc.
Gilford, NH
Free Agents Marketing
Glen Allen, VA
Advertising Specialist
United States Postal Service/
Brand Marketing
Washington, DC
Co-founder,
Chief Creative Officer
Participate
DIRECT MARKETING ASSOCIATION STAFF
JENNY ABREU, CMP, MTA
Director, Awards
& Recognition Programs
Washington, DC
LINDA WOOLLEY
President and CEO
New York, NY/
Washington, DC
9
WE’RE PROUD TO BE A FINALIST
FOR THE ULTIMATE TEAM AWARD
CRE8IVE
QUEEN BEE
Q U I N N
DATA DUDE
F A B L E
THE ARTISTE
A D V E R T I S I N G
1 1 5 E A S T 5 5 TH 3 4 2 % % 4 . 9 # s s WWW.QUINNFABLE.COM
THANK YOU
TO OUR SPONSORS AND PARTNERS
SPONSORS
PARTNERS
11
2013 INTERNATIONAL ECHO SPECIAL AWARDS
TM
THE
DIAMOND ECHO AWARD
TIP TOP WANTED TO MAINTAIN ITS MARKET
LEAD OVER OTHER ICE CREAM BRANDS BUT
HAD A SMALL BUDGET compared to its multinational
competition. Based on the belief that ice cream makes
people feel “tip top,” it created a Facebook app that
would allow people to nominate friends and family to
receive ice cream and have it delivered by a handsome Tip
Top spokesperson in the company’s new truck. The program
gained huge media attention from radio stations, morning
TV shows, and more. Tip Top’s goal of 2,000 nominations
was reached in 24 hours – eventually totaling more than
31,000 – and the company’s lead was further extended.
BEST
IN
SHOW
12
TM
CAMPAIGN NAME – Feel Tip Top
Consumer Products
TARGET AUDIENCE – Consumer
AGENCY – Colenso BBDO/Proximity New Zealand
CREATIVE CHAIRMAN – Nick Worthington
EXECUTIVE CREATIVE DIRECTOR – Steve Cochran
DIGITAL CREATIVE DIRECTOR – Aaron Turk
DEPUTY CREATIVE DIRECTOR – Mick Stalker
GROUP ACCOUNT DIRECTOR/SENIOR PLANNER – Sue Gill
SENIOR ACCOUNT DIRECTOR – Lisa Walton
ACCOUNT EXECUTIVE – Lucy Hartstone
PRODUCER – Emma Tait
DIGITAL DESIGNERS – Josh Yee, Matt Visser
PRODUCTION COMPANY PRODUCER – Daniel Thorn
DIRECTOR – Johnny Barker
CLIENT – Fonterra Brands (Ltd) Tip Top
MARKETING MANAGER – Craig Griffin
CATEGORY –
SPONSORED BY
PERSONAL CONNECTIONS
ECHO AWARD
TM
MAPFRE INSURANCE
BRAZIL SOUGHT TO BUILD
ITS MARKET SHARE AND
GROWTH WITHIN ITS OWN
CLIENT BASE IN BRAZIL.
Research showed that typical insurance language was a
barrier for customers, so the
company’s campaign adopted
a new voice and aimed at more
personal relationships. Relying
on its database, it created customized direct mail welcome kits
focusing on re-selling, up-selling,
and cross-selling. Each recipient
was assigned a personalized URL
that clearly explained contracted
services, non-contracted services, and customer
benefits, such as shopping discounts.
nts. It also gave brokers quick
access to every customer’s record, for better customer interactions. Renewal rates rose 30%, and
d customer communications costs
were greatly reduced.
Making Insurance Simple
with Less Cost and Increased Relationship
CATEGORY – Insurance
TARGET AUDIENCE – Business-to-Business/Consumer
AGENCY – DirectOne Brazil
CHIEF EXECUTIVE OFFICER – Fernando Steler
UX AND CREATIVE MANAGER – Marcelo Steler
CAMPAIGN NAME –
MAPFRE Insurance Brazil
Paulo Rossi
RELATIONSHIP AND DBM MANAGER – Leandra Cruz
MARKETING MANAGER – Inácio Araujo
OPERATIONS MANAGER – Ana Paula Oliveira
CLIENT –
CHIEF MARKETING OFFICER –
13
2013 INTERNATIONAL ECHO SPECIAL AWARDS
TM
SPONSORED BY
GOLD MAILBOX AWARD
CHILL OUT E.V. WANTED TO HELP
SCHOOLS QUICKLY RECOGNIZE
STUDENTS WHO WERE AT RISK OF
DEVELOPING DRUG ADDICTIONS
BEFORE PROBLEMS OCCURRED.
Motivated by a recent study that suggested
d one
n in
seven school children were at risk, the organization
reached out to school principals through a mailing that
contained a seemingly harmless pencil case. Inside,
recipients found fake drug paraphernalia, accompanied
by literature about a drug prevention program. The
seemingly innocent exterior but shocking contents
prompted 48 of the 120 targeted schools to respond,
and to date, 29 schools have adopted the organization’s
drug prevention program.
14
Pencil Case
Not-for-Profit
TARGET AUDIENCE – Business-to-Business
AGENCY – Wunderman Germany
CHIEF CREATIVE OFFICER – Martin X. Riesenfelder
CREATIVE DIRECTOR – Jan Ehle
COPYWRITERS – Martin X. Riesenfelder, Arne Bülow
ART DIRECTORS – Jochen Saken, Jasna Zuric
ACCOUNT MANAGER – Almut Oelker
PRODUCTION – Miriam Hiekisch-Lisé
CLIENT – Chill out E.V.
CAMPAIGN NAME –
CATEGORY –
RAIN, SLEET, SNOW, HAIL:
IT’S ON.
I
Introducing
d i
iimproved
dd
domestic
i P
Priority
i i M
Mail
il Fl
Flat R
Rate.®
With USPS Tracking™ up to 11 scans,* date-specified delivery,
and free insurance up to $50,** all for the same low rate.
Because at the U.S. Postal Service,® Our Priority Is You.™
For more go to usps.com.®
*Domestic only. **Exclusions apply. Visit usps.com/makingprioritymailbetter for details. ©2013 United States Postal Service.® All Rights Reserved.
The Eagle Logo and trade dress of USPS packaging are among the many trademarks of the U.S. Postal Service.®
Big THINK.
BIGGER Impact.
THE VALUE OF DATA
Consequences for Insight,
Innovation, and (I¿FLHQF\
in the U.S. (FRQRP\
By
John Deighton
Harvard Business School
Peter Johnson
Columbia University
A MUST-READ for EVERY Marketer.
Get your copy at TheDMA.org/ValueOfData
Only from DDMI.
ADVANCING & PROTECTING
16
RESPONSIBLE
DATA-DRIVEN MARKETING
DATA-DRIVEN
MARKETING INSTITUTE
2013 INTERNATIONAL ECHO SPECIAL AWARDS
TM
SPONSORED BY
HENRY HOKE
AWARD
PNOZorg WANTED TO PUBLICIZE ITS GREAT PERFORMANCE
RECORD FOR HEALTH INSURANCE. The problem was that for most
people, health insurance is boring. A campaign embraced the boredom and
set out to establish PNOzorg as the most boring, since that’s what the best
in the business ought to be. It ran a boring promotion at
an event, mailed a direct mail piece that warned of boredom on the
envelope, and broadcast a terribly dull radio ad. Emails and banners
also spread the word, and the campaign took off on social media.
In the end, the results were far from boring: they tripled the goal
for new contracts.
Boring Guys
Insurance
TARGET AUDIENCE – Business-to-Business/Consumer
AGENCY – TBWA\Neboko Downtown
CREATIVE DIRECTOR ART – Francel Verlaat
CREATIVE DIRECTOR COPY – Roeland Verboom
MANAGING DIRECTOR – Helene Hoogeboom
oom
STRATEGY DIRECTOR – Joost Vianen
ACCOUNT MANAGER – Janita Veenstra
PROJECT MANAGER – Anna Mars
ART DIRECTORS – Lennard Freij,
Mark Hoekman
COPYWRITER – Annebet Haerkens
MEDIA AGENCY – Mindshare
CLIENT – PNOzorg
MARKETER – Erwin Vroegindeweij
ONLINE MARKETER – Jeroen Bertrams
CAMPAIGN NAME –
CATEGORY –
MARKETING COMMUNICATION
MANAGER – Lizette Van Mechelen
17
2013 INTERNATIONAL
ECHO AWARDS TROPHY WINNERS
TM
AUTOMOTIVE
GOLD
AUDI WANTED TO SHOWCASE THE TECHNICAL
STRENGTHS OF ITS NEW VEHICLES BUT KNEW CUSTOMERS
OFTEN DIDN’T RESPOND TO TECHNICAL DETAILS. To engage
its audience, it devised a campaign featuring an Audi version of Santa’s
sleigh. Customers were invited by email to take a virtual test drive
from Lapland to their own home. Using images from Google Earth,
the email showed a personalized route from Santa’s to the recipient’s
address. Features of the sleigh, such as a rooftop parking system,
paralleled real Audi features and helped explain Audi technology.
The email campaign was the year’s most effective,
with 54% taking a test drive.
Edu Escudero
Esther Soto
ACCOUNT SUPERVISOR – Carolina Serena
HEAD OF TECHNOLOGY – Rubén Mejías
TECHNICAL DEVELOPER – Gerard Albanell
BLOGHUNTER – Marina Robledo
3D PRODUCER – David Elosegui
CLIENT – Volkswagen-Audi España S.A.
COPYWRITER –
ACCOUNT DIRECTOR –
CAMPAIGN NAME – The
First Email Test Drive
Consumer
AGENCY – CP Proximity
EXECUTIVE CREATIVE DIRECTOR – Eva Santos
CREATIVE DIRECTOR – Carles Alcón
ART DIRECTORS – Fran Arguijo,
Iván Aguado, Ana González
TARGET AUDIENCE –
18
AUTOMOTIVE
SILVER
ŠKODA HOPED TO SELL ITS NEW MODEL, THE
RAPID, BUT THE CAR’S SENSIBLE AND NORMAL
IMAGE MADE IT HARD TO GET ATTENTION—
especially in a recession. The company opted for an
educational campaign that relied on a renowned Spanish
economist to explain how to make an intelligent automotive
purchase. A multimedia effort launched Rapidpedia,
an encyclopedia-style site on car buying where consumers
could propose new topics for the economist to include.
The encyclopedia grew with help from the campaign’s
humorous online components and the economist’s many
media appearances. Škoda dealership traffic rose 179%
and sales for the new model beat expectations by 24%.
Rapidpedia
TARGET AUDIENCE – Consumer
AGENCY – CP Proximity
CAMPAIGN NAME –
Eva Santos
Alba Vence
ART DIRECTOR – Quim Español
COPYWRITER – Jordi Iglesias
ACCOUNT DIRECTOR – Bea Colorado
ACCOUNT SUPERVISOR – Marta Lázaro Aranda
ACCOUNT EXECUTIVE – Aida Mateo
HEAD OF TECHNOLOGY – Rubén Mejías
BLOGHUNTER – Marina Robledo
CLIENT – Volkswagen-Audi España S.A.
EXECUTIVE CREATIVE DIRECTOR –
CREATIVE DIRECTOR –
VOLKSWAGEN-AUDI ESPAÑA WANTED TO SELL
ŠKODA VEHICLES, BUT ALL CAR SALES WERE
LAGGING. To find buyers, the company targeted people
whose ailing vehicles wouldn’t allow them to defer a purchase.
A campaign sought the country’s junkiest car and asked
participants to submit photos and videos to explain why their
car should be replaced with a Škoda Yeti Fresh. The winner
was the subject of a short documentary, which went viral.
Due to widespread public attention, a popular TV show invited
the company to destroy the old car and award the new one
on television. Yeti Fresh sales increased 89% over the previous
month.
Škoda Change My Car
Consumer
AGENCY – CP Proximity
AUDIOVISUAL PRODUCER – Toby Weston
EXECUTIVE CREATIVE DIRECTOR – Eva Santos
CREATIVE DIRECTORS – Alba Vence, Ferran Lafuente
COPYWRITERS – Jordi Iglesias, Laura Cuni
ART DIRECTOR – Quim Español
ACCOUNT DIRECTOR – Bea Colorado
ACCOUNT EXECUTIVE – Aida Mateo
PRODUCER – Sigfrid Mariné
HEAD OF TECHNOLOGY – Rubén Mejías
TECHNICAL DEVELOPER – Gerard Albanell
BLOGHUNTER – Marina Robledo
CLIENT – Volkswagen-Audi España S.A.
CAMPAIGN NAME –
TARGET AUDIENCE –
BRONZE
BMW WAS SEEKING CUSTOMERS FOR ITS LUXURY
5, 6, AND 7 SERIES. TO CONVINCE THESE ELUSIVE
AND WELL-HEELED PROSPECTS to take a test drive, it
partnered with two of the country’s most prestigious airline
and hotel reward programs. Emails and direct mail campaigns
offered customized experiential offers, and top-tier prospects
received hand-stitched notebooks. All campaign components
led online where prospects could customize their driving
experience and choose incentive offers as a thanks for a test
drive. Buyers received ski trips, New York shopping sprees,
and other rewards. Test drives exceeded goals by 17%, and
sales surpassed expectations by 22%.
CAMPAIGN NAME –
TARGET AUDIENCE –
BMW 2012 Conquest Program
Business-to-Business/Consumer
AGENCY –
Rivet Global
Scot Riches
Karyn Mark
CREATIVE DIRECTOR – Todd Henwood
ART DIRECTORS – Lesley Van de Ven, Daniel Genuardi
COPYWRITERS – Margaret Pycherek, Jennifer Rutledge
Melanie Cote
ACCOUNT SUPERVISOR – Lee Ann Smith
ART DIRECTOR – SENIOR PRODUCTION MANAGER – Chris Costa
CLIENT – BMW Canada
RELATIONSHIP MARKETING SPECIALIST – Patrick Clancy
BRAND MANAGER – Marc Belcourt
VP MARKETING – Kevin Marcotte
VP, BUSINESS DIRECTOR –
ACCOUNT DIRECTOR –
19
AUTOMOTIVE
BRONZE
BMW WANTED TO INTRODUCE ITS LUXURIOUS
SERIES 7 TO PROSPECTS IN THE CZECH MARKET.
To get the attention of this hard-to-reach audience, a one-toone campaign launched with an email containing a link to a
personalized microsite. Online, prospects viewed a mysterious
personalized video with the mood of a spy novel. A local dealership then delivered a personalized novel to prospects. Upon
reading the novel, recipients quickly realized that they were the
thriller’s main character. The third phase of the campaign invited prospect for a test drive, with great success. Still under way,
the campaign has recorded test-drive response rates of 25%.
BMW 7 Series and You
Business-to-Business/Consumer
AGENCY – Proximity Prague
STRATEGIST – Kristian Hlousek
CREATIVE DIRECTOR – Pavel Stanek
SUPERVISOR – David Sroka
ACTOR – Michal Tomas
AUTHOR – Petr Stancik
ILLUSTRATOR – Vladimir 518
DIRECTOR OF PHOTOGRAPHY – Pavel Raev
SOUNDTRACK – Ondrej Andera
TRANSLATION – Kevin Fenton
CLIENT – BMW Group Czech Republic
PIAGGIO VEHICLES WANTED TO LAUNCH THE
VESPA IN INDIA, WHERE THE PUBLIC KNEW LITTLE
OF THE BRAND’S RICH HISTORY. A campaign reached
out to prospects with the iconic story of the Vespa. Online ads
and a presence on Facebook and Twitter led prospects to
a microsite that showcased Vespa’s role in movies, design, and
Italian culture. A contest sent consumers to Vespa’s Facebook
page to look for clues in the timeline. Contestants were lured
with a trip to the Vespa museum in Italy, a Vespa scooter, and
Vespa merchandise. Visitors poured into the microsite, and
more than 7,300 Vespas were sold.
Once upon a Vespa
Consumer
AGENCY – OgilvyOne Worldwide, Mumbai
SENIOR CREATIVE DIRECTOR – Burzin Mehta
CLIENT – Piaggio Vehicles Pvt. Ltd
CAMPAIGN NAME –
CAMPAIGN NAME –
TARGET AUDIENCE –
TARGET AUDIENCE –
BUSINESS AND
CONSUMER SERVICES
SILVER
UPS WANTED TO SHOW CHINESE BUSINESS
PEOPLE IT WAS THE SMART LOGISTICS CHOICE.
As an introduction, it used its experience shipping the
priceless Qin-dynasty terracotta warriors to the U.S.
A complex multimedia campaign got the word out and
generated buzz. Techniques included advertorials and online
ads that led visitors to UPS’s site to learn more of the story.
In airports, an actor dressed as a terracotta warrior interacted
with businesspeople and accompanied them on flights to the
U.S. Multimedia airport displays explained in detail how UPS
shipped the terracotta army. More than 50% of non-UPS
customers said they would consider switching to UPS.
20
Go West –
The Journey of Terracotta Warrior to the U.S.
TARGET AUDIENCE – Business-to-Business
AGENCY – Ogilvy
CCO – Graham Fink
ECD – Kweichee Lam
ASSOCIATE CREATIVE DIRECTORS – Tik Lau, Ray Hao
ART DIRECTOR – Morris Ku
DESIGNER – Kenan Song
BUSINESS DIRECTOR – Alicia Yap
PLANNER – Tata Zhang
CLIENT – United Parcel Service General Services Co.
CAMPAIGN NAME –
BUSINESS AND
CONSUMER SERVICES
BRONZE
KIRIN HOPED TO ASSOCIATE ITS BRAND WITH
WELL-BEING WHILE ALSO PROMOTING RECOVERY
AFTER THE TOHOKU EARTHQUAKE AND TSUNAMI.
To accomplish this, the company asked 1 million people to help
write a song to encourage genki, a Japanese term for physical
and mental well-being. A special site asked for words, photos,
and dance moves that contribute to genki. Famous artists wrote
a song using contributed words, and photos and dance moves
went towards a video. The song was released in concert and on
CD. After six months, 1 million people had participated, and
the number continues to rise, along with Kirin’s association
with genki.
MANNAZ HOPED TO SELL OUT ITS NEW
TRAINING COURSES, DESPITE THE RECESSION.
Based on a customer survey that said customers recognized
a “new normal,” it retooled its popular project management
courses. A direct mail piece sold recipients on the good aspects
of change, and a QR code linked to a short video that touted
positive changes, such as a new course format that allowed for
nights off with the family, new features to address the recession,
and more. Banner ads also enticed viewers with relevant new
topics in the course. In three months the courses sold out,
leading to a ROMI of 5.3.
Sold Out
Business-to-Business
AGENCY – RelationshusetGekko
PARTNER AND FOUNDER – Finn Overgaard
ART DIRECTOR – Christian Mellergaard
COPYWRITER – Kirsten Tode
PROJECT MANAGER – Marianne Kaae
CLIENT – Mannaz
PORTFOLIO MANAGER – Charlotte Cordau
CAMPAIGN NAME –
CAMPAIGN NAME –
1,000,000 Genki Song Project
TARGET AUDIENCE – Consumer
AGENCY – Daiko Advertising Inc.
Taro Nakamura
Kayo Okumura
Taro Takahashi
Eiji Todate
Minoru Sasaki
Kenichiro Sakamoto
Naoki Sakata
Kazuya Ogawa
Etsuko Iwasaki
Jun Hara
CLIENT – Kirin Company, Limited
Katsumi Gobou
Takahiro Asano
Kei Tanaka
TARGET AUDIENCE –
UPS HOPED TO SHOW SMALL BUSINESS OWNERS
HOW ITS PRODUCTS COULD HELP THEM SUCCEED.
CAMPAIGN NAME –
Its campaign relied on insights from their prospects that formed
the basis of 10 videos running in two series. The videos were
scripted based on user-generated search terms from customer
intent modeling, so that they would answer business
owners’ own questions and be highly discoverable through
online searches. Embedded with relevant script terms, the
videos were placed on sharing sites and led prospects to UPS
properties without paid media. In the end, the best method
for finding prospects was actually to let prospects do the
searching.
Flypaper
Business-to-Business
AGENCY – Ogilvy New York
GROUP CREATIVE DIRECTOR – Eric Wegerbauer
CREATIVE DIRECTOR – Nancy Hughes
ART DIRECTOR – Sam Berliner
COPYWRITER – Steve Stenholt
PRODUCER – Susan Rafter
ACCOUNT SUPERVISOR – Alisyn Abney
ACCOUNT DIRECTORS – Xan Reeves, Alicia Wolf
TARGET AUDIENCE –
ASSOCIATE DIRECTOR –
ADVANCED VIDEO PRACTICE –
Justine Herz
EXECUTIVE DIRECTOR – ADVANCED VIDEO PRACTICE –
Deepthi Prakash
CLIENT – United Parcel Service
Rob Davis
GROUP PLANNING DIRECTOR –
21
COMMUNICATIONS /
UTILITIES
SILVER
HALEBOP SOUGHT TO OPEN A NEW DIALOGUE
WITH ITS YOUNG AND OFTEN SKEPTICAL
CUSTOMERS. Understanding the mobile phone was the
target group’s preferred means of contact, its campaign reached
out by text to new customers during the first 100 days. The
interactions were based on a customer’s subscription, behavior,
and preferences and welcomed subscribers with a light, playful tone. A quarterly newsletter came in the form of a mobile
game with rewards of personal offers. Other relevant news and
updates also arrived by text. The approach helped the company
maintain its status for the fifth consecutive year as home to the
country’s most satisfied mobile customers.
Bop to the Top!! A Challenging,
Brand-New Loyalty Concept for “Sweden’s Most Satisfied
Mobile Customers”
TARGET AUDIENCE – Consumer
AGENCY – Smicker
ACCOUNT DIRECTOR/ STRATEGIST – Henrik Hansson
STRATEGIST – Pepe Larsson
EXECUTIVE PRODUCER – Marie Aberg
AD – Gabriella Evelina Britth
COPYWRITER, CD – Johnnie Mellstrom
GRAPHIC DESIGNER – Andrea Kellerman
CLIENT – Halebop
CRM MANAGER – Karin Rosell
CAMPAIGN NAME –
VODAFONE NEEDED TO GENERATE COUNTRYWIDE
SMALL AND MEDIUM ENTERPRISE LEADS FOR ITS
BUSINESS SERVICES. To attract prospects, it offered one
winning business the chance to display its logo on the Vodafone
McLaren Mercedes race cars at the Indian Grand Prix. Others
winners were offered press coverage and outdoor advertising.
Interactive banners, emails, a LinkedIn call for entries, and
company representatives spread the word. Businesses were also
drawn by 10 city events where prospects could promote their
business. Shortlisted participants competed for the grand prize
on an eight-part business reality show. The campaign generated
230% more leads than the previous campaign at one-third the
industry average cost.
22
VODAFONE WANTED TO LET YOUNG PEOPLE KNOW
THAT BLACKBERRY INTERNET SERVICES WERE NO
LONGER ONLY FOR THE BUSINESS WORLD, thanks to
affordable pricing in India. To deliver the message, it expanded
on the BlackBerry Boys characters from a previous popular
campaign, giving each one a distinct character and descriptive
name. The characters took to Twitter and Facebook to vent
their annoyance at Vodafone’s inexpensive offer that allowed
nearly any subscriber to have access to their beloved BlackBerry
Messenger service. Customers eagerly engaged with them,
tweeting and spreading the word among their friends. New
activations for BlackBerry Internet Services grew 100% during
the campaign.
Bringing Alive
the BlackBerry Boys on Social Media
TARGET AUDIENCE – Consumer
AGENCY – OgilvyOne Worldwide, Mumbai
SENIOR CREATIVE DIRECTOR – Burzin Mehta
CLIENT – Vodafone, India
CAMPAIGN NAME –
Leads Worth
$700 Million Unlocked at $5 per Lead
TARGET AUDIENCE – Business-to-Business
AGENCY – OgilvyOne Worldwide, Mumbai
CREATIVE DIRECTOR – Madhavi Prabhu
CREATIVE CONTROLLERS – Stephen Fargose, Sandesh Parkar
COPY SUPERVISOR – Ajay Dsouza
ART DIRECTOR – Arvind Mulam
CLIENT SERVICES DIRECTOR – Saurabh Mankhand
SENIOR ACCOUNT EXECUTIVE – Sherwin Mascarenhas
GENERAL MANAGER TECHNOLOGY SERVICES – Gautam Save
SENIOR PROJECT GROUP HEAD – Shaikh Mohammedullah
TEAM SUPERVISOR – Deep Vartak
VICE PRESIDENT – Gaurav Magotra
SENIOR CREATIVE DIRECTOR – Burzin Mehta
CLIENT – Vodafone, India
CAMPAIGN NAME –
COMMUNICATIONS /
UTILITIES
BRONZE
HALEBOP HOPED TO SPEAK TO ITS YOUNGER
CUSTOMERS, BUT MOST WERE SKEPTICAL OF
MARKETING. It chose a new path and delivered a newsletter
HEATING OIL DISTRIBUTOR DDC ENERGI WANTED
TO STAND OUT IN A MARKET THAT ESSENTIALLY
SELLS A COMMODITY PRODUCT. Its strategy was to
strictly through mobile phones. The customized quarterly newsletter was delivered to customers by text message and presented
special deals that were always relevant to the customer’s own
subscription. In addition, it included a social game based on the
target group’s interests. Through social media, customers could
challenge others to a game, and all players had a chance to win
prizes. Nearly 9% who engaged with the newsletter upgraded or
extended their subscription, leading to an ROI of 2825%.
launch a campaign that responded to the market’s highly
seasonal nature. Three main approaches tested personal vs.
impersonal letters, direct mail vs. door drop, and a reminder
calendar vs. a red card that offered delivery in five hours with
a discount. The winning combination was a targeted but
unpersonalized door drop letter with a red card. In fact, it was
nearly twice as effective as existing campaigns, and had a cost
per order 60% below benchmark.
Bop News – A Different Newsletter for
Those Skeptical of Advertising in General
TARGET AUDIENCE – Consumer
AGENCY – Smicker
ACCOUNT DIRECTOR/STRATEGIST – Henrik Hansson
STRATEGIST – Pepe Larsson
EXECUTIVE PRODUCER – Marie Aberg
AD – Gabriella Evelina Britth
COPYWRITER, CD – Johnnie Mellstrom
GRAPHIC DESIGNER – Andrea Kellerman
CLIENT – Halebop
CRM MANAGER – Karin Rosell
CAMPAIGN NAME – The
CAMPAIGN NAME –
Red Card
Consumer
AGENCY – Mediabroker/Cool Gray
BUREAU DIRECTOR – Allan Andreasen
COPY WRITER – Bjarne Poulsen
SENIOR ART DIRECTOR – Michael Andersson
PROJECT MANAGER – Jane Falling
CLIENT SERVICE DIRECTOR – Lars Ingildsen
CEO – Peter Juul Ottesen
CLIENT – DCC Energi
MARKETING DIRECTOR – Henrik Ottosen
TARGET AUDIENCE –
23
CONSUMER PRODUCTS
GOLD
TIP TOP WANTED TO MAINTAIN ITS MARKET
LEAD OVER OTHER ICE CREAM BRANDS BUT
HAD A SMALL BUDGET compared to its multinational
competition. Based on the belief that ice cream makes
people feel “tip top,” it created a Facebook app that
would allow people to nominate friends and family to
receive ice cream and have it delivered by a handsome Tip
Top spokesperson in the company’s new truck. The program
gained huge media attention from radio stations, morning
TV shows, and more. Tip Top’s goal of 2,000 nominations
was reached in 24 hours – eventually totaling more than
31,000 – and the company’s lead was further extended.
DIAMOND
ECHO
24
CAMPAIGN NAME – Feel Tip Top
Consumer
AGENCY – Colenso BBDO/Proximity New Zealand
CREATIVE CHAIRMAN – Nick Worthington
EXECUTIVE CREATIVE DIRECTOR – Steve Cochran
DIGITAL CREATIVE DIRECTOR – Aaron Turk
DEPUTY CREATIVE DIRECTOR – Mick Stalker
GROUP ACCOUNT DIRECTOR/SENIOR PLANNER – Sue Gill
SENIOR ACCOUNT DIRECTOR – Lisa Walton
ACCOUNT EXECUTIVE – Lucy Hartstone
PRODUCER – Emma Tait
DIGITAL DESIGNER – Josh Yee
DIGITAL DEVELOPER – Matt Visser
PRODUCTION COMPANY PRODUCER – Daniel Thorn
DIRECTOR – Johnny Barker
CLIENT – Fonterra Brands (Ltd) Tip Top
MARKETING MANAGER – Craig Griffin
TARGET AUDIENCE –
CONSUMER PRODUCTS
GOLD
PONDS WANTED
D TO EDUCATE
FILIPINA GIRLS ABOUT THE
O USE ITS
PROPER WAY TO
FACIAL WASH, but traditional
means weren’t working.
king. Ponds
turned to an “edutainment”
ainment”
campaign with a Kpop
pop theme,
due to Korean pop music’s enormous popularity.
The company’s message
ssage was embedded in a three-episode video series posted on
YouTube. The starss of the teenage romance each had Twitter handles,
handles which allowed fans to
interact with them and hear the backstory to each episode. At one point, all three episodes
were on YouTube’s top videos list, and Ponds’ facial wash experienced 18% growth in sales
over the previous month.
Ponds Face My Love
Consumer
AGENCY – OgilvyOne Worldwide Manila
CREATIVE DIRECTOR – Mike Sicam
COPYWRITER – Chandra Marasigan
ART DIRECTOR – Chi Roque
ASSOCIATE CREATIVE DIRECTOR – Bonnie Doroy
ACCOUNT MANAGER – Arianne Catacutan
ACCOUNT DIRECTOR – Andrea Santos
CAMPAIGN NAME –
SENIOR ACCOUNT MANAGER – Maffy Tamayo
TARGET AUDIENCE –
BUSINESS DIRECTOR –
Gelo Guerrero
ACCOUNT EXCITED – Tricia Bucag
DIGITAL PRODUCER – Joseph Torrijos
Allan Dominguez
Wishnie Torres
ASST BROADCAST PRODUCER – Dhang Santiago
CLIENT – Unilever Philippines
TECHNICAL MANAGER –
BROADCAST PRODUCER –
25
CONSUMER PRODUCTS
GOLD
BEYOND DARK WANTED
TO MAKE A NAME FOR ITSELF
IN THE WORLD OF DARK
CHOCOLATES, so it decided to
quantify the pleasure provided by
its chocolate drops. Working with
neuroscientists and technologists, the
company recruited 100 members of
the public and measured their brain
activity during various tasks. On a
depressing January Monday, the test’s
results stole the headlines in a
PR coup. In response, one of
the largest supermarkets doubled distribution and took on
new flavors. Meanwhile, sleek
ads relied on simple test results,
equating one package of Beyond
Dark to 170 smiley babies, for
example. In two months, overall
Beyond Dark sales rose 327%.
26
Measure of Pleasure
TARGET AUDIENCE – Consumer
AGENCY – OgilvyOne London
EEG TECHONOLOGIST – Tre Azam
PR MANAGER – Laura Bruce
PR DIRECTORS – Ceri Bevan, Blair Metcalfe
CAMPAIGN NAME –
EXECUTIVE CREATIVE DIRECTORS –
Emma De La Fosse, Charlie Wilson
CREATIVE DIRECTORS –
James Nester, Graham Jenks
COPYWRITER –
James Nester
Graham Jenks
ART DIRECTOR –
DIRECTOR, INNOVATIVE SOLUTIONS
OGILVY LABS – Nicole Yershon
Janet Berry
Chris Skarrett
CLIENT – Beyond Dark
PRODUCER –
VIDEO DIRECTOR –
CONSUMER PRODUCTS
SILVER
DOVE WANTED TO INTRODUCE WOMEN TO ITS
DOVE STYLE+CARE AND ENCOURAGE THEM TO
TRY IT. It launched a coupon program based on the insight
that women check their hair in reflections throughout the
day. Online, a short film featured women checking their hair
in reflections, and three how-to videos showing how to get
long-lasting hairstyles accompanied the film. In urban areas,
various everyday reflective surfaces, including car windows and
restaurant spoons, also carried a message from Dove. Online
advertising led women to a Facebook hub and coupon offers.
Sales volume in dollars grew 21% over the previous year.
Reflections
TARGET AUDIENCE – Consumer
AGENCY – Ogilvy & Mather/ OgilvyOne Worldwide
SOUND DESIGN – Brad Nelson
PRODUCTION COMPANY – FamilyStyle
PRODUCER – Shenny Jaffer
SENIOR PARTNER, GROUP ACCOUNT DIRECTOR – Aviva Groll
CHIEF CREATIVE OFFICER – Matt Hassell
ASSOCIATE CREATIVE DIRECTORS – Alex Furrer, Jamie George
COPYWRITER – Nimo Awil
ACCOUNT DIRECTORS – Rachel Connell, Claudia Pereira
EXECUTIVE DIRECTOR, SOCIAL MEDIA – Terri McBay
EDITOR – Mariam Fahmy
CLIENT – Unilever Canada
VP MARKETING – Sharon MacLeod
CAMPAIGN NAME –
PEDIGREE WANTED TO REINVIGORATE INTEREST
IN ITS DOG ADOPTION DRIVE. A campaign showed
consumers the power of a donation using two films about a dog
named Buzz. In one film, Buzz was rescued; in the other, he
wasn’t so lucky. Audience members chose either free red glasses,
or donated to Pedigree’s adoption drive to receive yellow ones.
In the theater, both movies were shown at the same time, but
the glasses allowed each viewer to see only one, based on their
choice of glasses. In one week, the campaign raised 80% of what
the adoption drive had collected in the entire previous year.
Donation Glasses
Consumer
AGENCY – Colenso BBDO/Proximity New Zealand
CREATIVE CHAIRMAN – Nick Worthington
CREATIVE DIRECTOR/COPYWRITER – Levi Slavin
ART DIRECTOR – Jae Morrison
GROUP ACCOUNT DIRECTOR – Scott Coldham
SENIOR ACCOUNT MANAGER – Dave Munn
ACCOUNT EXECUTIVE – Courtney Herbert
PLANNER – Hayley Pardoe
DESIGNER – Kate Slavin
DIGITAL PRODUCER – Serena Fountain-Jones
PRODUCER – Jen Storey
MARKETING MANAGER – Oliver Downs
BRAND MANAGER – Aurelia Moly
CLIENT – MARS NZ
MARKETING DIRECTOR – Pete Simmons
CAMPAIGN NAME –
TARGET AUDIENCE –
MIZONE SOUGHT TO DRIVE SALES AND
AWARENESS OF ITS SPORTS DRINK. Based on the
research of a sport psychologist, the company chose four music
producers to create music that would put an athlete in the zone.
The results were shared as music tracks that were distributed
through QR codes on Mizone bottles. Online films told the
Mizone music project story, leading to social media discussions
about consumers’ favorite workout music. The project also
drew lots of media attention, inspiring dozens of articles. Best
of all, Mizone got in its zone thanks to the campaign, with it
best monthly sales in three years.
Mizone Zonelab
Consumer
AGENCY – The Hallway
MANAGING DIRECTOR – Annalise Brown
CREATIVE PARTNER – Simon Lee
HEAD OF ART – Dave Lidster
SENIOR STRATEGY PLANNER – Darrell Teimans
GROUP ACCOUNT DIRECTOR – Victoria Austin
CLIENT – Frucor
MIZONE BRAND MANAGER – Andrew Fenwick
CAMPAIGN NAME –
TARGET AUDIENCE –
27
CONSUMER PRODUCTS
SILVER
DOVE WANTED TO REIGNITE ITS BRAND CONCEPT
OF REAL BEAUTY. To combat how retouched images leave
girls feeling bad about their looks, it took its message straight to
photo retouchers in the form of a Photoshop Action, a downloadable tool commonly used by retouchers to apply a series of
effects with a single click. The Photoshop Action was posted
on sharing sites as a beauty-enhancing tool, but in reality, it
reverted a retouched image to its original state and displayed
the message “don’t manipulate our perceptions of real beauty.”
Social media exploded and the accompanying campaign video
went viral, accounting for more than 81 million impressions.
Dove Photoshop Action
Business-to-Business/Consumer
AGENCY – Ogilvy & Mather/OgilvyOne Worldwide
CHIEF CREATIVE OFFICER – Ian Mackellar
SENIOR PARTNER/GROUP ACCOUNT DIRECTOR – Aviva Groll
ACCOUNT SUPERVISOR – Asha Davis
CHIEF CREATIVE OFFICER – Matt Hassell
ART DIRECTOR – Stefan D’Aversa
COPYWRITER – Noah Feferman
CLIENT – Unilever Canada
VP MARKETING – Sharon MacLeod
BRAND BUILDING DIRECTOR – Michelle St. Jacques
CAMPAIGN NAME –
TARGET AUDIENCE –
SENIOR BRAND BUILDING MANAGERS –
Diane Laberge,Valerie Rousseau
ASSISTANT BRAND BUILDING MANAGER –
Devin Borst
THE NORTH FACE WANTED TO BOOST SALES IN
CHINA DURING THE SLOW SEASON OF SPRING
AND SUMMER. It appealed to consumers’ longing to escape
the busy city life with a video campaign manifesto and four
documentaries that followed well-known figures into the wild.
The videos went viral, spreading online buzz, and a social media
campaign urged consumers to shout out their reason for getting outdoors. A press event took the media hiking, and digital
engagement invited interested consumers to take part in local
outings. Participants could even use a branded photo filter to
document their outing. Spring-summer sales leapt 80% over
the previous year.
28
V ENERGY SOUGHT TO MAINTAIN ITS MARKET
POSITION BY ENGAGING ITS YOUNG AUDIENCE with
a combination of music and technology. It drew on an expert
team of musicians, dancers, technology developers, and others
set out to create a song, music video, and live performance
based on the body’s movements. The performers’ motions and
gestures created the music, producing a highly dynamic performance. The technology was showcased in a video documentary
that was shared through social media. Eventually the music
performance was released on iTunes, and the company also
issued a music video. The track hit number-one in the country
and on iTunes.
CAMPAIGN NAME – The
V Motion Project
Consumer
AGENCY – Colenso BBDO/Proximity New Zealand
DIRECTORS – Jonny Kofoed, Matt Von Trott
CREATIVE DIRECTOR – Aaron Turk
ART DIRECTORS – Jae Morrison, Lachlan Palmer-Hubbard
COPYWRITER – Graeme Clarke
AGENCY EXECUTIVE PRODUCER – Paul Courtney
AGENCY PRODUCER – Rob Linkhorn
GROUP ACCOUNT DIRECTOR – Tim Ellis
ACCOUNT DIRECTOR – Samantha Parsons
MUSIC PRODUCER – Joel Little
DIRECTOR – Zoe McIntosh
CLIENT – Frucor Beverages Ltd
MARKETING MANAGER – Luke Rive
TARGET AUDIENCE –
CAMPAIGN NAME –
TARGET AUDIENCE –
Go Wild
Consumer
Ogilvy
Graham Fink
ECD – Francis Wee
AGENCY –
CCO –
Kama Zhang, Fiona Chen
Junhui Dong
ART DIRECTOR – Steven Ruan
HEAD OF COPY – Stanley Tao
TECHNICAL DIRECTOR – Leon Lee
PROJECT MANAGEMENT / BUSINESS DIRECTOR – Morgan Cao
PROJECT MANAGEMENT – Vivian Tu, Kelly Liu
FILM PRODUCER – Aywei Wong
BUSINESS DIRECTOR – Keen Yim
CLIENT – The North Face
CREATIVE DIRECTORS –
ASSOCIATE CREATIVE DIRECTOR –
CONSUMER PRODUCTS
BRONZE
V ENERGY WAS DETERMINED TO MAINTAIN ITS
NUMBER-ONE POSITION. Since its young audience was
mistrustful of advertising, it engaged them online with music
and technology. A team of musicians, dancers, technology
developers, and others set out to create music based on the
body’s movements. The results were filmed and recorded in a
parking lot with no audience, but passersby captured the action
and shared video and pictures online, creating buzz. Later, a
video series about the team’s work appeared on YouTube and
Facebook, with a music release on iTunes. The brand’s site visits
rose nearly 1000% and the Facebook page visits surpassed the
goal threefold.
CAMPAIGN NAME – The
V Motion Project
Consumer
AGENCY – Colenso BBDO/Proximity New Zealand
DIRECTORS – Jonny Kofoed, Matt Von Trott
CREATIVE DIRECTOR – Aaron Turk
ART DIRECTORS – Jae Morrison, Lachlan Palmer-Hubbard
COPYWRITER – Graeme Clarke
AGENCY EXECUTIVE PRODUCER – Paul Courtney
AGENCY PRODUCER – Rob Linkhorn
GROUP ACCOUNT DIRECTOR – Tim Ellis
ACCOUNT DIRECTOR – Samantha Parsons
MUSIC PRODUCER – Joel Little
DIRECTOR – Zoe McIntosh
CLIENT – Frucor Beverages Ltd
MARKETING MANAGER – Luke Rive
TARGET AUDIENCE –
AFFINITY PETCARE WANTED TO PROMOTE THE
LAUNCH OF COMUNIMALS.COM, A COMMUNITY
FOR DOG AND CAT OWNERS. To reach bloggers, experts,
and the mass media, it sent out a “pet food release,” which was
a press released that pets could actually eat. The release was sent
to members of the target audience who had a cat or dog. Each
received a mailing that was personalized with the pet’s actual
name. As the only only promotion for Comunimals.com, the
pet food release generated strong media attention and drew
26,000 visits in the site’s first month.
Pet Food Release
Consumer
AGENCY – CP Proximity
EXECUTIVE CREATIVE DIRECTOR – Eva Santos
CREATIVE DIRECTOR – Ferran Lafuente
ART DIRECTOR – Quim Español
COPYWRITERS – Anna Soler, Jordi Iglesias
ACCOUNT DIRECTORS – Alba Cristóbal, Montse Del Hoyo
ACCOUNT SUPERVISOR – Paulina Arana
PRODUCER – Sigfrid Mariné
AUDIOVISUAL PRODUCER – Toby Weston
CLIENT – Affinity Petcare S.A.
CAMPAIGN NAME –
TARGET AUDIENCE –
ACTIVE WHEEL LAUNDRY DETERGENT WANTED
TO REINFORCE ITS BRAND AMONG ITS LARGELY
RURAL AND OFTEN-ILLITERATE CUSTOMERS. Mobile
phones and humor provided a solution to the challenge. A
toll-free number was promoted through voice calls, ground
activation, and radio. The promotion asked customer to “give a
missed call” – a common practice of dialing and hanging up as
a signal – to receive a call back and hear a humorous exchange
between a husband and wife. The campaign went viral, producing nearly 26 million engagements from an audience without
computers, smartphones, and televisions. Sales nearly doubled
following the campaign.
HUL Active Wheel –
Rural Missed Call Campaign
TARGET AUDIENCE – Consumer
AGENCY – netCORE Solutions
CEO – Girish Nair
GROUP VICE PRESIDENT – Girish Chaturvedi
CLIENT – Hindustan Unilever Limited
SENIOR BRAND MANAGER – Ishtpreet Singh
BRAND EXECUTIVE – Anuj Shah
CAMPAIGN NAME –
DOVE WANTED TO DRAW MORE CUSTOMERS
THROUGH ITS SOCIAL MISSION OF IMPROVING
GIRLS’ SELF-ESTEEM. It knew pop-culture role models
were often undeserving, so a campaign was created to promote seven high-achieving women that girls could look up to.
Online, banner ads launched the campaign. At a live event in
Toronto, Mandy Moore put the spotlight on the seven women,
and Michelle Obama joined her in Washington. Online videos
drew 4 million views, and a Facebook app collected thousands
of role-model nominations. The campaign’s hashtag on Twitter
even hit number-one in North America, shifting the attention
from the typical celebrities.
Women Who Should Be Famous
Consumer
AGENCY – OgilvyOne Worldwide Toronto
CHIEF CREATIVE OFFICER – Ian MacKellar
SENIOR WRITER – Chris Dacyshyn
SENIOR ART DIRECTOR – Julie Markle
SR PARTNER, GROUP ACCOUNT DIRECTOR – Aviva Groll
GROUP CREATIVE DIRECTORS – Jamie Marcovitch, Todd Cornelius
ACCOUNT EXECUTIVE – Asha Davis
CHIEF CREATIVE OFFICER – Matt Hassell
WRITER – Elizabeth Dundas
ART DIRECTOR – Stefan D’Aversa
CLIENT – Unilever Canada
VP MARKETING – Sharon MacLeod
DIRECTOR OF MARKETING: SKIN – Michelle St. Jacques
SENIOR BRAND MANAGER – Gina Kiroff
CAMPAIGN NAME –
TARGET AUDIENCE –
29
EDUCATION
SILVER
REGENT UNIVERSITY WANTED TO BUILD ITS
PRESENCE AS AN ONLINE UNIVERSITY. It reached out
to prospects for both undergraduate and graduate courses with a
strong emphasis on generating applications. Banners and online
ads were extensively tested for graphics type, message content,
image type, and more to draw applicants to the site. Prospects
who had previously clicked on ads to request information
were later shown “apply now” buttons in subsequent ads. The
campaign also took advantage of paid search ads that linked to
keyword-relevant pages of its site. The campaign met the application goal three months early and later surpassed it by 50%.
FY’13 Student Acquisition Campaign
Consumer
AGENCY – Tocquigny
DIRECTOR OF MEDIA & PLANNING – Colin Gilligan
ACCOUNT MANAGER – Kristen Swanson
MEDIA PLANNER – Ashley DiPasquale
JR. MEDIA STRATEGIST – Charlie Dunn
SR. MEDIA PLANNER – Tamera Lawrence
ASSISTANT MEDIA PLANNER – Danica Schmidt
ART DIRECTOR – Matt Zarogoza
SR. DIRECTOR OF TECHNOLOGY – Rick Loconto
DEVELOPER – Ben Bissonnette
CLIENT – Regent University
CAMPAIGN NAME –
TARGET AUDIENCE –
THE DANISH DEFENCE WANTED TO OPEN
COMMUNICATIONS WITH ITS RECRUITMENT TARGET
POPULATION and introduce its modern education programs.
To accomplish this, it created a workout app that highlighted its
modern side as well as the physical components of its educational programs. A TV ad and outdoor ads launched to prompt
downloads. Online, banners and streaming ads encouraged
downloads, as did mobile ads, emails, and a Facebook presence.
When prospects downloaded the app, it asked for permission to
contact, and collected information for relevant follow-up. The
media latched onto the download and provided strong coverage,
and more than 188,000 Danes downloaded the app.
CAMPAIGN NAME – Train
with the Danish Defence –
Like 188,056 Others
TARGET AUDIENCE – Business-to-Business/Consumer
AGENCY – RelationshusetGekko
CEO – Maria Furbo
STRATEGIC PLANNER – Sonja Lund
ART DIRECTOR – Sigurd Groneman
PROJECT MANAGER – Ilse Soegaard
COPYWRITER – Helle Jensen
CREATIVE DIRECTOR – Hanne Schmidt
CLIENT – Danish Defence Recruitment Branch
BRONZE
MG54 HOPED TO PROMOTE ITS DIGITAL COMMUNICATION EXPERTISE BY SHOWING it could create a social
media revolution based on a seemingly boring historical event.
A campaign focused on May 25, 1810, the date of Argentina’s
May Revolution, and brought historical figures alive through
a microsite, Twitter, Foursquare, and Instagram. A consulting
historian helped keep the accounts accurate, as characters retold
history in real time. Schools, members of the media, clients, and
prospects were alerted to the event. A special 40 recipients even
received a colonial-era treat of quince doughnuts. In eight days,
the viral campaign had 75,000 participants and reached more
than 7.7 million people.
30
CAMPAIGN NAME –
TARGET AUDIENCE –
AGENCY –
MG54
#May1810
Consumer
Maximo Gibelli
Ariel Morisse
SOCIAL MEDIA DIRECTOR – Martin Santoro
DEVELOPMENT DIRECTOR – Victor Malumian
STRATEGY DIRECTOR – Maria Portela
CLIENT – MG54
CREATIVE DIRECTOR –
ART DIRECTOR –
FINANCIAL PRODUCTS
AND SERVICES
GOLD
DNB WANTED TO ENCOURAGE NORWEGIANS TO
OPEN SAVINGS ACCOUNTS AND DEPOSIT REGULARLY.
To motivate reluctant savers, TV commercials featured a very
lucky couple who found a treasure chest. The ads reminded that
some don’t have to save because they’re
lucky – and then there’s everyone else.
When the couple’s treasure chest was
lost, TV, social media, and bank-branch
marketing posted a reward and urged
Norwegians to search for the treasure.
The campaign ran for months and relied
on various channels and tactics to avoid
audience fatigue. Surpassing the lofty
goal of a 400% increase in savings agreements, the campaign generated a 500%
increase over the previous year.
SuperSave
Consumer
AGENCY – TRY Reklamebyrå AS
ACCOUNT SUPERVISOR – Arne Eggen
CLIENT – DNB
CAMPAIGN NAME –
TARGET AUDIENCE –
31
FINANCIAL PRODUCTS
AND SERVICES
SILVER
ABN AMRO WANTED TO ENCOURAGE PARENTS
TO OPEN SAVINGS ACCOUNTS FOR THEIR YOUNG
CHILDREN. Focusing on a time when parents and children
would be dealing with money, it chose Queen’s Day, when the
Netherlands holds a national flea market. Direct mail, branch
displays, a site, and more let everyone know about a special box
children could use to collect money from flea market sales. The
bank also promised to match up to €20 of a child’s earnings
when parents opened an account for them. Boxes became so
popular that they were sold on eBay. New children’s accounts
rose more than 200% over the previous year.
Queen’s Day Cash Box
Consumer
AGENCY – Van Wanten Etcetera
MANAGING PARTNER – Irene Harte
ART DIRECTOR – Fabian Schulting
COPYWRITER – Gijs Van der Schoot
DESIGNER – Bas Aarse
CREATIVE DIRECTOR/PARTNER – Markus Ravenhorst
STRATEGY DIRECTOR – Job Koopman
CLIENT – ABN AMRO
MARKETING STRATEGY MARKETER – Jan Van Waveren
HEAD OF MARKETING CONCEPTS & CAMPAIGNS – Ferdinand Parijs
BRAND & EXTERNAL COMMUNICATIONS – Roland Van Maanen
COMMUNICATIONS & SUSTAINABILITY – Tanja Bom
CAMPAIGN NAME –
TARGET AUDIENCE –
BRONZE
BIRLA SUN LIFE MUTUAL FUND WANTED TO
CAPTURE CUSTOMERS IN SECOND-TIER CITIES BUT
KNEW MANY ONLY TRUSTED NATIONAL BANKS.
BMO WANTED TO INCREASE ITS MODEST
FACEBOOK PRESENCE. TO RIGHT THE SITUATION,
IT ADDED A CONTEST AND TRAVEL PRIZES to an
Laxmi Papad
Consumer
AGENCY – M&C Saatchi
CREATIVE – Team M&C Saatchi
CLIENT – Birla Sun Life Mutual Fund
CAMPAIGN NAME –
It targeted housewives and the savings they put aside from
the household budget with a campaign that showed how their
savings could grow. A mailing offered a piggy bank-shaped
papad – a common deep-fried snack – and compared it to
savings. Just like a papad that expands when fried, customers’
money could grow if it were put in a savings account.
Interested recipients were asked to text for more information.
The response rate was 12-18% in most cities, and the campaign
earned a pledge of $200,000 in deposits.
CAMPAIGN NAME –
TARGET AUDIENCE –
32
airline credit card campaign. Participants simply had to “like”
BMO on Facebook for chances to win five trips to tropical
destinations. Contestants were given the option to invite friends
to play, and were also presented the opportunity for more
chances if they answered daily questions about BMO credit
cards. With contestants’ permission, individuals’ contest activity
was shared with Facebook friends. A mobile version also allowed
people to enter the contest and answer daily questions. The
bank’s Facebook page “likes” jumped by 366%.
BMO Ticket to Paradise and
the AIR MILES Reward Program
TARGET AUDIENCE – Consumer
AGENCY – Squareknot
ACCOUNT DIRECTOR – Yvonne Nunnaro
ACCOUNT SUPERVISOR – Rhonda McCabe
COPYWRITER – Charlene Brooke
ART DIRECTOR – Ryan Taylor
SENIOR CREATIVE DIRECTOR – John Halley
DIGITAL PLANNER – Gajen Indrakumaran
DEVELOPER – Kent Romero
SR. DEVELOPER – Jamal Neufeld
CLIENT – AIR MILES Reward Program
CLIENT MARKETING MANAGER – Kathryn Hawes
FINANCIAL PRODUCTS
AND SERVICES
BRONZE
AMERICAN EXPRESS WANTED TO CONVINCE ITS
CUSTOMERS TO ADD SUPPLEMENTAL CARDS TO
THEIR ACCOUNTS. It chose the holidays for a campaign that
targeted Membership Rewards fans, who would be eager to earn
more rewards by giving cards to family members. A mailing
with a “naughty or nice” theme included a gift tag that, when
held to a webcam, gave life to an animated and opinionated tag
that decided who was naughty or nice. Consumers also had the
choice of different tag characters. Email and banners reinforced
the campaign and blogs picked up the story. Site traffic grew
eightfold, and applications leapt 130%.
CAMPAIGN NAME – Talking Tags
Consumer
OgilvyOne
CREATIVE GROUP HEADS – Simon Bloomfield,
Brenton Bleechmore
DIGITAL CREATIVE DIRECTOR – Brian Merrifield
DIGITAL ART DIRECTOR – James Crawley
DIGITAL COPYWRITER – Jane Burhop
CLIENT LEAD – Sakina Vasi
SENIOR ACCOUNT MANAGER – Joanne Joseph
CLIENT LEAD – Wendy Cavell
HEAD OF DIGITAL STRATEGY – Damian Damjanovski
CLIENT – American Express
ASSISTANT MARKETING MANAGER – Janey Gu
MARKETING MANAGER – Brett Smith
ATP WANTED TO KEEP PENSION PLAN MEMBERS
WELL INFORMED ABOUT RETIREMENT SAVINGS,
but most Danes found pensions complicated and boring. To
reinforce its brand and maintain a strong membership, ATP
introduced members to their pension plan through a Web video
that used a friendly, straightforward classroom approach. A
comparative tool allowed users to quickly see how their savings
stacked up against others like them, based on age, gender, geography, and other factors. An email launched the campaign and
banners helped draw attention. The site had more than 210,000
visitors in three months, and the campaign generated nearly
59,000 leads.
PensionClass
Consumer
AGENCY – Hjaltelin Stahl
TARGET AUDIENCE –
CAMPAIGN NAME –
AGENCY –
TARGET AUDIENCE –
Jens Peter Jensen
Thomas Adamsen
CREATIVE LEAD / PARTNER / COPYWRITER – Pernille Strøm
ART DIRECTOR – Shahab Ghanavati
ACCOUNT MANAGER – Lea Krag Fogh
CLIENT – ATP
PROJECT MANAGER – Merete Hytting
CLIENT SERVICE DIRECTOR AND SENIOR PARTNER –
STRATEGIST AND SENIOR PARTNER –
ADITYA BIRLA MONEY WANTED TO TAKE ON
THE MANAGEMENT OF WEALTHY INVESTORS’
PORTFOLIOS but needed a way to reach these busy
individuals. It targeted CEOs and used the theme of mudras,
the ancient Ayurvedic gestures of well-being. The company
mailed a beautiful book showing how to execute a number of
the hand positions. Building on the theme that one’s hands can
bring about positive effects, the newly created signature mudra
was included, accompanied by a pen and a card the recipient
could sign to request a meeting. So far, the campaign has
drawn portfolios valued at $20 million.
Hastakshar Mudra
Consumer
AGENCY – M&C Saatchi
CREATIVE – Team M&C Saatchi
CLIENT – Aditya Birla Money
CAMPAIGN NAME –
TARGET AUDIENCE –
33
INFORMATION
TECHNOLOGIES
GOLD
GOOGLE HOPED TO CONVINCE THAILAND
THAT THE CHROME BROWSER WAS BETTER THAN
TRADITIONAL BROWSERS, but it needed a culturally
appropriate message. It chose to use technology to tell a
story – instead of talking about technology – and turned
to Asia’s beloved Ramakien. The campaign retold the story in an interactive fashion through Chrome, integrating
browser features. Characters, for example, communicated
with one another through chat sessions, and consulted
map features. Launched on Thailand’s Children’s Day, the
campaign boosted users 53% in the campaign period, and
Chrome became the country’s most popular browser.
34
Chrome Experiment: Ramakien
Consumer
AGENCY – Ogilvy & Mather Singapore
DIRECTOR OF PR AND COMMUNICATIONS – Stephanie Yang
SENIOR ART DIRECTOR – Xander Lee
SENIOR COPYWRITER – Esther Tan
PROJECT MANAGER – Zayed Talib
SENIOR ACCOUNT MANAGERS – ShuLin Lu, Jeremy Ng
BUSINESS DIRECTOR – Pawan Bahuguna
EXECUTIVE CREATIVE DIRECTOR – Melvyn Lim
CLIENT – Google Singapore
CONSUMER MARKETING – Eshan Ponnadurai
CAMPAIGN NAME –
TARGET AUDIENCE –
INFORMATION
TECHNOLOGIES
SILVER
IBM NEEDED TO COMBAT THE BELIEF IN THE
CHINESE MARKET THAT LOTUS NOTES HAD LOST
ITS EDGE. To demonstrate its enduring value, IBM chose to
IBM WANTED TO IMPRESS BUSINESS DECISIONMAKERS WITH ITS ANALYTICS CAPABILITIES IN
AN UNCONVENTIONAL WAY. Knowing tennis ranked
CAMPAIGN NAME –
Parallel Paths
Consumer
AGENCY – Ogilvy Beijing
PRODUCTION COMPANY – Beijing Ant-X Production Co.
BUSINESS DIRECTOR – Major Lin
EXECUTIVE CREATIVE DIRECTOR – Doug Schiff
CREATIVE DIRECTOR – Teonghoe Teng
COPYWRITERS – Xu Wei, Fish Yu
ART DIRECTORS – Fang Liu, Gary Cheng
ACCOUNT DIRECTORS – Sheng Lee, Suya Wang
ACCOUNT MANAGER – Ching Liu
AGENCY PRODUCER – Charlie Wei
MUSIC STUDIO – Ost-Studio
CLIENT – IBM China
CAMPAIGN NAME –
TARGET AUDIENCE –
TARGET AUDIENCE –
IBM WANTED TO CONVINCE CIOS OF
MID-SIZED BUSINESSES THAT OUTSOURCING TO
IBM MANAGED SERVICES WAS ABOUT SIMPLE
PRACTICALITY. Knowing many of its target audience hired
COPYWRITER –
highlight the product’s sophisticated social communications
features with a short film. Based on societal research about
work life in China, the film told the story of two hungry salesmen eager for success and the balance between friendship and
competition. The story unfurled with Lotus Notes playing a
major role in the intrigue, as characters communicated using
its social features. The results were nearly 12 million comments
on Weibo, China’s social network. In addition, new leads
grew 30%.
lawn-mowing services at home to do a job they didn’t want to
do, the company mailed a postcard covered in fake grass, half
of which was mowed. The audience quickly understood that
sometimes it’s simply better to have someone else handle a job.
The mailing invited recipients to lunch, with email and phone
follow-ups. Recipients numbering 300% above target registered
for a two-and-a-half-hour lunchtime session. This accounted for
87% of the annual pipeline target in just one month.
CIOs Cut Out for Lunch
Business-to-Business
AGENCY – OgilvyOne Australia
CREATIVE DIRECTOR – Barrie Seppings
high among its target’s interests, it created IBM SlamTracker,
a real-time analysis of Wimbledon. The campaign recruited
regular fans and turned them into smarter fans. Instead of
simply cheering for their favorite player, their T-shirts and signs
read, for example, “Win more than 60% of points on the first
serve!” Digital posters in stations and office spaces shared daily
footage of the fans, and then compared these smart tennis fans
to decision-makers who take advantage of IBM analytics. The
campaign generated an ROI of 9.
IBM Wimbledon Smarter Fans
Business-to-Business
AGENCY – OgilvyOne London
EXECUTIVE CREATIVE DIRECTORS – Charlie Wilson,
Emma De La Fosse
CREATIVE DIRECTOR – Pavlos Themistocleous
ART DIRECTOR – Kristal Knight
COPYWRITER – Katriona Gordon
ACCOUNT DIRECTOR – Matt Vickers
ACCOUNT MANAGER – Samantha Hagans
PLANNING PARTNER – Nina Mynk
PRODUCER – Rose Faulkner
SENIOR TECH DEVELOPER – Teresa Chau
CLIENT – IBM
Kiriana Wheaton
SENIOR ACCOUNT DIRECTOR – Tim
Sands
Simon Gawn
PRODUCTION MANAGER – Ashley Risstrom
CLIENT – IBM Australia
PROGRAM MANAGER – C-SUITE – Melanie Li
SENIOR ACCOUNT MANAGER –
CAMPAIGN NAME –
TARGET AUDIENCE –
ASSOCIATE CREATIVE DIRECTOR/ART DIRECTOR –
Fiona Seton
35
INFORMATION
TECHNOLOGIES
BRONZE
IBM HOPED TO CONVINCE IT MANAGERS AT
MID-SIZED COMPANIES THAT IT WOULD BE A GOOD
PARTNER, but most felt confused by the vast offerings. A
IBM WANTED TO REINVIGORATE ITS US OPEN
SPONSORSHIP AND SHOW VIEWERS WHAT ITS
ANALYTICS TECHNOLOGY COULD DO. Understanding
CAMPAIGN NAME –
Everything Comes Alive with IBM
Business-to-Business/Consumer
AGENCY – OgilvyOne Worldwide
SENIOR COPYWRITER – Laila Lundgaard
CREATIVE DIRECTOR – Ole Rydal
ACCOUNT MANAGER – Birgitte Andersen
CLIENT – IBM
MIDMARKET MANAGER – Mikala Milling
CAMPAIGN NAME –
TARGET AUDIENCE –
TARGET AUDIENCE –
campaign launched with a lenticular print brochure that used
animals made of bubbles to categorize IBM’s products. Gameloving IT managers were also tempted with a complex version
of the game Bubble Shooter, which incorporated the eagle from
the mailing and offered bonus points for answering a quiz about
IBM’s products. To heighten competition, cash prizes were offered for the five highest scores. So far, the campaign has generated open offers of $14.7 million and an ROI of 4.
36
that standard commercials were decreasingly effective at holding
viewers’ attention, a campaign aimed to use real-time analysis
to engage with tennis fans during the match. Sports announcers were asked to remind viewers to use Shazam, the audiorecognition app, to take advantage of the analysis, and Shazam
was calibrated to listen for key sounds of tennis, such as the ball
hitting the net or the court. Shazam set a new daily interaction
record, and IBM created a new media space out of thin air.
US Open Live Shazam Experience
Business-to-Business/Consumer
AGENCY – Ogilvy New York
ACCOUNT EXECUTIVE – Ryan Bingham
ACCOUNT SUPERVISOR – Kaitlin Giannetti
MEDIA SUPERVISOR – Nitin Sinha
SENIOR ACCOUNT EXECUTIVE – Alana Schlifke
SENIOR ACCOUNT MANAGER – Jason Crain
CLIENT – IBM
US MEDIA LEAD / WW MEDIA AND SPONSORSHIP – John Fredette
WW MEDIA MANAGER – Claudio Zibenberg
PROGRAM MANAGER/WW SPONSORSHIP MARKETING – John Kent
VP / BRAND EXPRESSION / GLOBAL ADVERTISING – Ann Rubin
WW ADVERTISING MANAGER – Marco Pereira
INSURANCE
GOLD
PNOZorg WANTED TO PUBLICIZE ITS GREAT PERFORMANCE
RECORD FOR HEALTH INSURANCE. The problem was that for most
people, health insurance is boring. A campaign embraced the boredom
and set out to establish PNOzorg as the most boring, since that’s what
the best in the business ought to be. It ran a boring promotion at
an event, mailed a direct mail piece that warned of boredom on the
envelope, and broadcast a terribly dull radio ad. Emails and banners
also spread the word, and the campaign took off on social media.
In the end, the results were far from boring: they tripled the goal
for new contracts.
Boring Guys
TARGET AUDIENCE – Business-to-Business/Consumer
AGENCY – TBWA\Neboko Downtown
CREATIVE DIRECTOR ART – Francel Verlaat
CREATIVE DIRECTOR COPY – Roeland Verboom
MANAGING DIRECTOR – Helene Hoogeboom
STRATEGY DIRECTOR – Joost Vianen
ACCOUNT MANAGER – Janita Veenstra
PROJECT MANAGER – Anna Mars
ART DIRECTORS – Lennard Freij,
Mark Hoekman
COPYWRITER – Annebet Haerkens
MEDIA AGENCY – Mindshare
CLIENT – PNOzorg
MARKETER – Erwin Vroegindeweij
ONLINE MARKETER – Jeroen Bertrams
CAMPAIGN NAME –
HOKE
AWARD
MARKETING COMMUNICATION
MANAGER – Lizette Van Mechelen
37
INSURANCE
SILVER
GEICO WANTED TO INFORM CUSTOMERS AND
PROSPECTS ABOUT THE GREAT ACCESSIBILITY IT
OFFERS CUSTOMERS. Building on its “Maxwell the pig”
ETHIAS WANTED TO ENGAGE WITH COMMUNITIES
AND RAISE BRAND AWARENESS ANYWHERE IT
OPENED A NEW INSURANCE OFFICE. The standard plan
CAMPAIGN NAME –
GEICO Radical Accessibility – “Maxwell”
Consumer
AGENCY – The Martin Agency
CHIEF CREATIVE OFFICER – Joe Alexander
SVP / GROUP CREATIVE DIRECTOR – Steve Bassett
CREATIVE DIRECTOR – Wade Alger
SENIOR ART DIRECTOR – Justin Harris
EXECUTIVE PRODUCER – Molly Souter
ASSOCIATE BROADCAST PRODUCER – Nicole Hollis-Vitale
JUNIOR PRODUCER – Emily Taylor
EVP / DIRECTOR OF ACCOUNT MANAGEMENT – Chris Mumford
VP / GROUP DEVELOPMENT DIRECTOR – Liz Toms
ACCOUNT SUPERVISOR – Parker Collins
ACCOUNT COORDINATOR – Carter Crenshaw
SENIOR PROJECT MANAGER – Jason Ray
CLIENT – GEICO
CAMPAIGN NAME –
TARGET AUDIENCE –
TARGET AUDIENCE –
character from previous commercials, it created a new campaign
featuring Maxwell in everyday situations where he contacted
GEICO and accessed his account. Social media and YouTube
supported the efforts, and the campaign gained attention from
trade press. The campaign’s message came through loud and
clear, boosting awareness, along with GEICO app downloads,
which rose more than 10%. It also added more than 24,000
Facebook “likes” and increased awareness of the Maxwell character for future campaigns.
of throwing an opening party was often a bust, so it offered to
instead put the party money towards a project the whole community could benefit from. Reaching out online, on TV and
radio, through outdoor ads and direct mail, it asked for suggestions from individuals and organizations. Suggestions poured
in and people went online to vote for their favorite project. In
all areas where the campaign ran, participation was strong and
sales rose, with the most successful location showing an increase
of 42%.
Ethias – Neighbourhood Fixers
Consumer
AGENCY – BBDO Belgium
CREATIVE DIRECTOR – Chris Goossens
ART DIRECTOR – Thierry Wiebking
COPYWRITER – Bart Van Goethem
ACCOUNT DIRECTOR – Daisy Bloc
ACCOUNT EXECUTIVE – Francoise De Greef
CLIENT – Ethias
GEO ACTIVATION MANAGER – Peter Maris
BRONZE
EMBLEMHEALTH WANTED TO BOOK MEETINGS
WITH UNION ADMINISTRATORS BUT FACED A
LEGAL LIMIT on what gift it could offer many recipients for
their time. To connect with administrators by portraying the
union labors they represent, a campaign used an iconic metal
lunch pail. At launch, postcards with images and copy customized to the specific union asked administrators for an appointment. Next a lunch pail arrived with a letter detailing the new
program. For a select audience, the mailing offered more details
on an iPad, while others were offered details over lunch. More
than 10% responded to book an appointment.
38
Lunch Pail
Business-to-Business
AGENCY – Hacker Group
ACCOUNT DIRECTOR – Michael Goerz
ACCOUNT MANAGER – Kyle Coen
ACCOUNT EXECUTIVE – Carly Michener
ART DIRECTOR – Mike Dieringer
COPYWRITER – Phil Weatherill
PROJECT MANAGERS– Scott Cushman, Kristin Fersch
CLIENT – EmblemHealth
MARKETING AND ADVERTISING – Jody Servo
CAMPAIGN NAME –
TARGET AUDIENCE –
INSURANCE
BRONZE
AMERICAN FAMILY INSURANCE NEEDED TO
REGAIN A VOICE IN THE MARKET AND SHOW
CONSUMERS HOW IT WAS DIFFERENT. Drawing
on the company’s wholesome Midwestern roots and belief in
doing things the old-fashioned way, a campaign used the theme
of the American Dream. It started a conversation online, with
questions about peoples’ dreams. A second phase promised the
dreams were out there for the having, and that the company
would provide the insurance to help make it happen. TV ads,
transit and print ads, banners, apps, and games all contributed
to the pursuit of the American Dream. In response, new prospect quotes jumped 14%.
American Dreams Campaign
Consumer
AGENCY – Ogilvy & Mather
CREATIVE DIRECTOR – Donna Charlton-Perrin
PLANNING DIRECTOR – Alex Balick
ACCOUNT SUPERVISOR – Becca Morris
EXECUTIVE CREATIVE DIRECTOR – David Hernandez
ART DIRECTOR – Amy Gozalka
CREATIVE DIRECTOR – Tereasa Surratt
CHIEF CREATIVE – Joe Sciarrotta
CREATIVE DIRECTOR – Sam Spratlin
CHIEF MARKETING OFFICER – Ben Klein
CLIENT – American Family Insurance
VP MARKETING – Telisa Yancy
CREATIVE DEVELOPMENT MANAGER – Dan Guzman
Tracy Siemion
CAMPAIGN NAME –
TARGET AUDIENCE –
NATIONWIDE WANTED TO REACH PROSPECTS
WHO WERE MEMBERS OF THE HUMAN RIGHTS
CAMPAIGN (HRC), a group that fights for the rights of
lesbian, gay, bisexual, and transgendered (LGBT) people. Its
HRC affinity program had previously produced few results,
but a campaign took a new approach. A direct mail piece
suggested other larger companies might be targeting the LGBT
community solely for business reasons, unlike Nationwide,
which had a 100% rating on HRC’s Corporate Equality Index.
The letter was signed by a Nationwide executive and member
of HRC. Prospects responded to claim their affinity discount,
with the campaign beating previous efforts by 56%.
MAPFRE INSURANCE RAZIL SOUGHT TO BUILD
ITS MARKET SHARE AND GROWTH WITHIN ITS
OWN CLIENT BASE IN BRAZIL. Research showed that
typical insurance language was a barrier for customers, so the
company’s campaign adopted a new voice and aimed at more
personal relationships. Relying on its database, it created
customized direct mail welcome kits focusing on re-selling,
up-selling, and cross-selling. Each recipient was assigned a
personalized URL that clearly explained contracted services,
non-contracted services, and customer benefits, such as
shopping discounts. It also gave brokers quick access to every
customer’s record, for better customer interactions. Renewal
rates rose 30%, and customer communications costs were
greatly reduced.
Making Insurance Simple with Less Cost
and Increased Relationship
TARGET AUDIENCE – Business-to-Business/Consumer
er
AGENCY – DirectOne Brazil
CHIEF EXECUTIVE OFFICER – Fernando Steler
PITNEY BOWES
UX AND CREATIVE MANAGER – Marcelo Steler
PERSONAL
CLIENT – MAPFRE Insurance Brazil
CONNECTIONS
CHIEF MARKETING OFFICER – Paulo Rossi
AWARD
RELATIONSHIP AND DBM MANAGER – Leandra Cruz
MARKETING MANAGER – Inácio Araujo
OPERATIONS MANAGER – Ana Paula Oliveira
CAMPAIGN NAME –
Nichole Dickinson
Lianne Wade
ACCOUNT EXECUTIVE – Amanda Shelley
SENIOR STUDIO ARTIST – Susan Sargent
PRODUCTION MANAGER – Doug Fruscione
PRESIDENT – Neal Boornazian
CLIENT – Nationwide Insurance
MARKETING SPECIALIST – Natalie Stollar
ASSOCIATE VICE PRESIDENT – Mitch Glazier
ASSOCIATE CREATIVE DIRECTOR –
ACCOUNT DIRECTOR –
CAMPAIGN NAME – HRC Turnaround
Consumer
Wilde Agency
CHIEF CREATIVE OFFICER – Nancy Harhut
TARGET AUDIENCE –
AGENCY –
39
NOT- FOR - PROFIT
GOLD
USPS
GOLD
MAILBOX
AWARD
CHILL OUT E.V. WANTED TO HELP
SCHOOLS QUICKLY RECOGNIZE
STUDENTS WHO WERE AT RISK OF
DEVELOPING DRUG ADDICTIONS
BEFORE PROBLEMS OCCURRED.
Motivated by a recent study that suggested
ed one
in seven school children were at risk, the organization
reached out to school principals through a mailing
that contained a seemingly harmless pencil case.
Inside, recipients found fake drug paraphernalia,
accompanied by literature about a drug prevention
program. The seemingly innocent exterior but shocking contents prompted 48 of the 120 targeted schools
to respond, and to date, 29 schools have adopted the
organization’s drug prevention program.
40
Pencil Case
Business-to-Business
AGENCY – Wunderman Germany
CHIEF CREATIVE OFFICER – Martin X. Riesenfelder
CREATIVE DIRECTOR – Jan Ehle
COPYWRITERS – Martin X. Riesenfelder, Arne Bülow
ART DIRECTORS – Jochen Saken, Jasna Zuric
ACCOUNT MANAGER – Almut Oelker
PRODUCTION – Miriam Hiekisch-Lisé
CLIENT – Chill out E.V.
CAMPAIGN NAME –
TARGET AUDIENCE –
NOT- FOR - PROFIT
GOLD
FOOD FOR THE POOR WANTED TO CONVINCE
DONORS TO CONTRIBUTE TO A DOLLAR-FOR-DOLLAR
MATCHING FUNDRAISER. Its campaign featured the story
of a religious Nicaraguan family whose shack was literally held
together with string, which inspired the theme “stitch and a
prayer.” The multimedia campaign used the stitching imagery,
with some recipients receiving materials in a folder that had a
string closure mimicking the family’s home repairs. Strong
visuals connected recipients to the family’s story through mailings,
a website, online
videos, and social
media. Follow-up
phone calls and
emails reinforced
the message, ultimately exceeding
donation goals by
$1.2 million.
A Stitch and a Prayer
Consumer
AGENCY – Food For The Poor, Inc.
CLIENT – Food For The Poor, Inc.
CREATIVE DIRECTOR – Mary Carroll
SENIOR EDITOR – Donna Purre
SENIOR WRITER – Bonnie Vanak
EDITOR – Robby Brumberg
PHOTOGRAPHER – Benjamin Rusnak
SENIOR GRAPHIC DESIGNER – Aimee Sauer
PHOTOGRAPHER – Hilda Perez
CAMPAIGN NAME –
TARGET AUDIENCE –
41
NOT- FOR - PROFIT
GOLD
WORLD VISION NEEDED TO RAISE FUNDS TO HELP
FAMINE-SWEPT REGIONS OF AFRICA BUT HAD TO
CONVINCE DONORS to give a special gift beyond their regular
donation. Targeting donors who had given extra gifts within the
year, a campaign sent word of starvation in the Horn of Africa on a
postcard. A mail
pack with motherand-child imagery
asked for donations, reinforced
by a field report,
a DVD, and an
online video. Mailings also contained
a feeding bowl
and washcloth
to be signed and
returned with a donation.
ion
The campaign generated a
response of 31%, a significant increase over previous
campaigns.
Horn of Africa Crisis Response
Consumer
AGENCY – Russ Reid
VP, CLIENT SERVICES – Lyric Murphy
CREATIVE SUPERVISOR, COPYWRITER – Lori Gunnell
SR. ACCOUNT EXECUTIVE – Jackie Roberts
42
CAMPAIGN NAME –
SR. PRINT BUYER – Tony Espiritu
TARGET AUDIENCE –
PROJECT MANAGEMENT SUPERVISOR –
Sunny Lee
VP, CREATIVE DIRECTOR – Lois Ephraim
CLIENT – World Vision Canada
DIRECTOR, PRODUCT MARKETING – Paola Philip
NOT- FOR - PROFIT
GOLD
ASPCA NEEDED TO RAISE DONATIONS
ONTHLY
WITH A FOCUS ON NEW MONTHLY
CH TO AN
DONORS. A NEW APPROACH
o account the
ONLINE CAMPAIGN took into
wide variety of reasons people give
ve by providing
an equally wide variety of appeals. Using a mix of media, messages, and images, ads were
customized for users and optimized with real-time results. Ads were based on key topics,
such as animal abuse or puppy mills, and were adapted for holidays and other events.
Hundreds of customized ads resulted to match the many reasons to give. Donations rose
18% and 92% of new monthly donors were new-to-file.
Victoria Wetterer
Meghann Kelley
SENIOR ART DIRECTOR – Maryah Arangio
MEDIA PLANNER – Emily Robinson
ASSISTANT ACCOUNT EXECUTIVE – Leah Drewnowski
CLIENT – ASPCA
SENIOR DIRECTOR, INTERACTIVE MARKETING – Jonathan Sills
DIRECTOR, ONLINE MARKETING – Sabina Zabell
SENIOR DIRECTOR, MEMBER COMMUNICATIONS – Luke Franklin
SENIOR MANAGER, WEB DESIGN AND MULTIMEDIA – Marlene Bowles
CAMPAIGN NAME –
ASSOCIATE CREATIVE DIRECTOR –
ASPCA: Cracking the Donor Code
TARGET AUDIENCE – Consumer
AGENCY – True North Inc.
DIRECTOR OF CLIENT SERVICES – John Como
DIRECTOR OF MEDIA SERVICES – Annika Bryntse
CREATIVE DIRECTOR – Daniel Brown
SENIOR ACCOUNT EXECUTIVE –
43
NOT- FOR - PROFIT
SILVER
THE AMERICAN CANCER SOCIETY WANTED TO
RAISE AWARENESS FOR ITS BREAST CANCER EVENT
AND BOOST DONATIONS. Its campaign tested three dif-
FAD WANTED TO ADDRESS RISING ALCOHOL
CONSUMPTION AMONG YOUNG SPANIARDS AND
RAISE DONATIONS TO FIGHT THE PROBLEM. It created
ferent strategies: one sought to raise brand awareness, a second
aimed at raising awareness and prompting donations through
direct response engagement, and a third took on both goals and
included event experience enhancement. Creative efforts took
a personal approach, based on the insight that women respond
best when motivated by a breast-cancer experience that affected
them or someone close. With its blend of goals, the third test
fared best by boosting revenue 29%, increasing participation
26%, and heightening awareness by 14 points.
a campaign around Pablo, aged 21, who was sent to a coastal
town to learn surfing in 144 hours, which is the average time
young Spaniards spend drinking each summer. A documentary
followed Pablo’s progress, and TV and outdoor ads sent viewers
online to watch his story. The site also asked how many hours
each visitor spent drinking, and then calculated how well they
would surf by summer’s end, based on Pablo’s experience. The
campaign boosted engagement 110% and raised €1 million in
four months.
Making Strides Against
Breast Cancer Campaign
TARGET AUDIENCE – Consumer
AGENCY – Russ Reid
VP / CREATIVE DIRECTOR – David Trim
SENIOR VICE PRESIDENT, CLIENT SERVICES – Steve Harrison
ART DIRECTOR – Allan Fernandez
CREATIVE SUPERVISOR – Todd Stephany
VP OF MEDIA – Kevin White
DIRECTOR OF MEDIA – David DeBetta
DIGITAL MEDIA SUPERVISOR – Elliott Wilkerson
SENIOR VICE PRESIDENT, MEDIA – Kevin White
CLIENT – American Cancer Society
DIRECTOR, CUSTOMER ENGAGEMENT – Julie Lockhart
MANAGER OF BRANDING INITIATIVES – Annie Smith
CUSTOMER EXPERIENCE & ENGAGEMENT ANALYST – Shelley Price
VP, CUSTOMER INSIGHT & EXPERIENCE – Hillary Noon
VP, CREATIVE & BRAND STRATEGY – Andy Goldsmith
CAMPAIGN NAME –
OPERATION SMILE WANTED TO CONVINCE
DONORS TO PROVIDE FUNDS TO SHIP SUPPLIES
OVERSEAS FOR CLEFT PALATE AND CLEFT LIP
OPERATIONS. While stocking an operating room didn’t
CAMPAIGN NAME –
CAMPAIGN NAME –
have the same emotional impact of making a smile possible,
the organization realized it could still use well-tested photos of
results to win donors over. The campaign featured images of a
completely empty operating room, except for a single child in
need of surgery. A second photo featured a fully stocked operating room with surgeons and a happy child after surgery. Donors
responded enthusiastically, with the average gift 36% higher
than during the previous year’s campaign.
44
144 Hours
Business-to-Business/Consumer
AGENCY – Shackleton
DIRECTOR – Señor Mayor
EXECUTIVE CREATIVE DIRECTOR – Juan Silva
COPYWRITER – Guille Baviano
ART DIRECTOR – Eoin Sherry
DIGITAL ART DIRECTOR – Almudena Gonzalez
AUDIOVISUAL PRODUCTION MANAGER – Manuela Zamora
PRODUCER – Cristina Cortizas
GENERAL MANAGER – Marta Gutierrez
ACCOUNT EXECUTIVE – Lara Martínez
TARGET AUDIENCE –
DIGITAL PRODUCTION MANAGER –
Gonzalo Fernández de Córdoba
Pablo Ingold
DIGITAL PROGRAMMER – Alicia Ortega
CLIENT – FAD – Anti-drug Foundation
FRONT END PROGRAMMER –
Stock an Operating Room Campaign
Consumer
AGENCY – Russ Reid
VP, CREATIVE DIRECTOR – Lois Ephraim
CREATIVE SUPERVISOR, COPY – Lori Gunnell
CREATIVE SUPERVISOR, ART – Francine Hill
SVP, CLIENT SERVICES – Steve Harrison
ACCOUNT DIRECTOR – Josh Gold
ACCOUNT SUPERVISOR – Andrew Dexter
CLIENT – Operation Smile
COO – Kyla Shawyer
DIRECTOR OF DIRECT RESPONSE FUNDRAISING – Adrian Slagle
AVP, DONOR SERVICES – Jann Schultz
TARGET AUDIENCE –
NOT- FOR - PROFIT
BRONZE
FUNDACIÓN ONCE & FSC INSERTA WANTED TO
MOTIVATE YOUNG PEOPLE WITH DISABILITIES TO
SIGN UP AT THEIR JOB CENTER. High unemployment
overall was a real hurdle, but a TV commercial used members
of the target audience to deliver a sincere and motivational message to never give up. Various media, including a website, print
and outdoor advertising, and a press conference reinforced the
message. In just hours, the TV ad trended on Twitter and later
ranked among the most popular videos on YouTube. In three
months, the average number of disabled youth signing up for
employment services had risen 617%.
Never Give Up Plan
Business-to-Business/Consumer
AGENCY – Shackleton
CHIEF CREATIVE OFFICER – Juan Nonzioli
COPYWRITER – Juan Nonzioli
DM / DIGITAL CREATIVE DIRECTOR – Antonio Herrero
DIGITAL ART DIRECTOR – Almudena Gonzalez
DIGITAL COPYWRITER – Piedad Morillas
AUDIOVISUAL PRODUCTION MANAGER – Manuela Zamora
GENERAL MANAGER – Lucia Angulo
BRAND MANAGER – Cristina García
ACCOUNT EXECUTIVE – Rocío Cano
SOCIAL MEDIA MANAGER – Coque Pons
CAMPAIGN NAME –
TARGET AUDIENCE –
HEAD OF PR 2.0 –
Fernando Pastor Yélamos / Cristina Fernández Blanco
DIGITAL PRODUCTION MANAGER –
Gonzalo Fernández de Córdoba
Riera
CLIENT – Fundación Once & FSC Inserta
ART DIRECTOR – Tania
INSPIRING DENMARK WANTED TO RECRUIT
AT LEAST 35 AMBASSADORS TO PROMOTE
SOUTHERN DENMARK AS AN IDEAL location for
conferences. Knowing the high-profile target group was difficult
to reach, a campaign launched with an elegant mailing bearing
a wax seal. A letter acknowledged the recipient’s high standing
as key to the role of ambassador, and emphasized the position’s
prestigious networking benefits. As follow-up, either a thankyou note or a reminder for the undecided arrived in a chic
black envelope containing a custom-designed box of handmade
chocolates from one of the country’s top chocolatiers. As a
result, 75% of recipients agreed to become ambassadors.
How to Recruit a Complete Ambassador
Corps with a Strong Visual Identity and a Little Chocolate
TARGET AUDIENCE – Business-to-Business
AGENCY – adtention ART DIRECTOR – Kirstine Tilsted Rahbek
COPYWRITER – Henrik Damholt Buelund
DIRECTOR – Brian Stein CLIENT – Inspiring Denmark
CAMPAIGN NAME –
AMNESTY INTERNATIONAL WANTED TO RAISE
HUMAN RIGHTS AWARENESS AND EXPAND
PERSONAL FREEDOM AROUND THE WORLD.
Since New Zealand had recently been voted the freest place in
the world, the campaign focused on the freedoms most people
took for granted. The campaign pointed out how lucky New
Zealanders were with an app that analyzed Facebook timelines.
The app studied relationships, political views, sexual orientation, Facebook “likes,” comments, and more. It then shared a
sampling of punishments individuals would face elsewhere in
the world for their lifestyle. TV, a website, and other media
supported efforts. The campaign surpassed its target for site
visits by 344%.
CAMPAIGN NAME – Trial
by Timeline
Consumer
AGENCY – Colenso BBDO/Proximity New Zealand
ANIMATION – EXECUTIVE PRODUCER – Amanda Chambers
ANIMATION – DESIGN LEAD – Matt Von Trott
ANIMATION – DESIGNER – Scott Wilson
CREATIVE CHAIRMAN – Nick Worthington
CREATIVE DIRECTOR – Levi Slavin
DIGITAL CREATIVE DIRECTOR – Dan Wright
ART DIRECTOR – Anna Stickley
COPYWRITER – Ben Polkinghorne
ACCOUNT DIRECTOR – Helen Fitzsimons
ACCOUNT EXECUTIVE – Eileen Cosgrove-Moloney
PLANNER – Hayley Pardoe
AGENCY PRODUCER – James McMullan
TARGET AUDIENCE –
THE NORWEGIAN CANCER SOCIETY WANTED
TO RAISE FUNDS FOR CANCER RESEARCH, with an
emphasis on existing older donors. Recognizing that social media
didn’t work well with all-important older donors, the organization turned to a simple direct mail campaign. A letter told the
story of Peter, a father suffering from cancer, who was told he
probably had only two weeks to live. Peter responded astoundingly well to treatment, however—unlike so many others. The
letter asked for additional funds to research into personalized
treatments so all could one day respond as well as Peter.
Donations surpassed goals by 15% and continue to mount.
CAMPAIGN NAME –
TARGET AUDIENCE –
AGENCY –
Bouvet
We Are All Different
Consumer
Ina Svarød
Einar Nonstad
COPYWRITER – Ingunn Dahle
ACCOUNT MANAGER – Elisabeth Lassen
CLIENT – The Norwegian Cancer Society
PROJECT MANAGER – Grete Folkeson
ACCOUNT DIRECTOR –
ART DIRECTOR –
45
PHARMACEUTICAL /
HEALTHCARE
GOLD
KOTEX HOPED TO INCREASE POSITIVE BRAND SENTIMENT BY PROMOTING VAGINAL
KNOWLEDGE AND HEALTH AMONG CUSTOMERS AND PROSPECTS. Research showed that
one-third of women were still influenced by common myths. To dispel this misinformation and usher
in a new generation of women knowledgeable about their own bodies, a campaign launched with
TV ads featuring well-known bloggers and online journalists specializing in feminine empowerment
issues. Each was also featured in her own mini-documentary, which linked to corresponding projects
where viewers could take action. In five months, the campaign’s site welcomed 2.7 million girls, and
it also created a 17.8% increase in quarterly sales.
Generation Know
Consumer
AGENCY – Ogilvy New York
CAMPAIGN NAME –
TARGET AUDIENCE –
CHIEF CREATIVE OFFICER, OGILVY & MATHER ADVERTISING –
Vicki Azarian
CREATIVE DIRECTORS – Doreen Fox, Andrea Scotting
COPYWRITER – Erica Donovaro
EXECUTIVE ACCOUNT DIRECTOR – Tara Allerton
ACCOUNT SUPERVISOR – Terri Mattucci
PLANNING DIRECTOR – Katie Moran
PRODUCER – Jane Minehan
DIGITAL DESIGN – Organic Communications
PR – Marina Maher Communications
SAMPLING / SHOPPER – Ogilvy Action Chicago
MEDIA – Mindshare
CLIENT – Kimberly-Clark
GROUP CREATIVE DIRECTOR –
46
Calle Sjoenell
PHARMACEUTICAL /
HEALTHCARE
SILVER
COLDINA WANTED TO SHAKE ITS IMAGE OF AN
OLD-FASHIONED FLU MEDICINE AND INCREASE
BRAND AWARENESS. To highlight the product’s efficiency,
a campaign avoided typical campaign themes of sick people
finding relief and used the theme of a science-fiction town inhabited by flu symptoms. A TV ad showed Flutown detectives
on the hunt for a killer who used Coldina as his lethal weapon
to knock off the city’s inhabitants. Among the campaign’s
components, print and outdoor ads supported efforts, and a
social media strategy moved the TV ad online. The film-noir
approach boosted brand awareness 661% and increased sales,
despite an ailing economy.
Flutown
Consumer
AGENCY – Shackleton
DIRECTOR – Zipi
CAMPAIGN NAME –
TARGET AUDIENCE –
EXECUTIVE CREATIVE DIRECTOR –
Juan Silva
Natalia Rodríguez
CREATIVE SUPERVISOR - COPYWRITER –
COPYWRITER –
Juan Silva
CREATIVE SUPERVISOR - ART DIRECTOR – Tania
AUDIOVISUAL PRODUCTION MANAGER –
Riera
Manuela Zamora
Lucia Angulo
Elvis Santos
PRODUCER – Cristina Cortizas
ACCOUNT EXECUTIVE – Jair Rodríguez
DM COPYWRITER – Sergio Giraldo
GRAPHIC PRODUCER – José Vicente García
CLIENT – Laboratorios Alter
GENERAL MANAGER –
BRAND MANAGER –
BRONZE
BUPA WANTED A SAY IN AN UPCOMING
GOVERNMENT REFORM OF THE AGED-CARE
HEALTH SYSTEM IN AUSTRALIA, but time was running
CLAVIN WANTED TO GAIN WIDER APPEAL AMONG
A YOUNGER CZECH AUDIENCE, BUT THE ERECTILE
DYSFUNCTION REMEDY mainly appealed to those over
out. To get through to Members of Parliament before reforms
were enacted, it mailed MPs to see how well Bupa facilities
work. It also mailed postcards to its customers and their families
to sign and send to MPs. It also provided online resources where
they could share their support through a digital petition. More
than half of MPs responded and agreed to meet with Bupa, and
the company was invited to take part in policy talks to help
shape aged-care reform.
40. A campaign introduced humor to attract a younger audience. Instead of packaging the pills in normal blister packs, 500
special packs were created that featured a single pill that stood
erect. To maintain brand identity and add a surprise effect, the
gag was hidden behind familiar outer packaging. Special packs
were distributed to young men outside Prague nightclubs and
soon became a collectible, with most recipients leaving the
packaging intact. Sales spiked to an annual high.
CAMPAIGN NAME –
Bupa Home Truths
Business-to-Business
AGENCY – The Hallway
CREATIVE PARTNER – Simon Lee
MANAGING PARTNER – Jules Hall
ART DIRECTOR – Paul Battye
COPYWRITER – Tammy Tinkler
HEAD OF DIGITAL – Brad Bennett
ACCOUNT DIRECTOR – Nicola Smith
DIGITAL ART DIRECTOR – Dhanushree Sant
DESIGNER – Francis Loh
CLIENT – Bupa Care Services
DIRECTOR OF GROUP DEVELOPMENT – Stephen Druce
CAMPAIGN NAME –
TARGET AUDIENCE –
TARGET AUDIENCE –
The Erection Blister
Consumer
AGENCY – Ogilvy & Mather, Prague
CREATIVE DIRECTORS – Will Rust, Tomas Belko
ART DIRECTORS – Daniel Kupr, Jiri Langpaul
COPYWRITER – Jiri Langpaul
ACCOUNT MANAGER – Frantisek Mares
CLIENT – Simply You Pharmaceuticals a.s
47
PRODUCT MANUFACTURING
AND DISTRIBUTION
SILVER
NEXANS NEEDED TO LET WHOLESALER MANAGERS
KNOW ABOUT ITS REVOLUTIONARY NEW CABLE
PRODUCT but knew its audience was a tough nut to crack.
To capture attention and quickly illustrate its product’s greatest
strength, it mailed managers a coconut with a zipper. Generally,
1kV cables are difficult to open, often causing a bit of cursing, and even an occasional injury, but the company’s product
changed that. Just like the enclosed coconut, the new cables
were incredibly easy to open. Inside, a brochure shared details
and led managers online. Site visitors exceeded the goal by 73%.
CAMPAIGN NAME – The
TARGET AUDIENCE –
AGENCY –
Mecka
Coconut
Business-to-Business
Anders Kåpe
Lasse Kampe
ART DIRECTORS – Oskar Pettersson, Calle Österberg
FINAL ARTS – Andreas Norén, Emma Tyrén
WEB DEVELOPER – Magnus Tapper
PRODUCTION MANAGER – Lotta Johansson
CLIENT – Nexans
KEY ACCOUNT MANAGER –
COPYWRITER –
BRONZE
HEINEKEN WANTED TO REACH TRENDSETTING
BLOGGERS TO GENERATE RECOGNITION FOR ITS
DESPERADOS BEER. A campaign chose bloggers based on
their popularity as well as on how well they matched the beer
brand’s attributes, including nonconformity, authenticity, and
a cosmopolitan sense. Personalized emails to each blogger pictured their landing page as having been snatched by Desperados. A QR code led to information about how to get it back at
an amazing party. Text messages reminded when and where to
show up to get back their blog and to experience the Desperados brand. An astounding 96% responded and 73% provided
media coverage for the party.
Snatch Desperados
Business-to-Business/Consumer
AGENCY – Shackleton
GENERAL MANAGER – Lucia Angulo
BRAND MANAGER – Paola Gonzalez
ACCOUNT EXECUTIVES – Rocío Cano, Laura Fernández
DM CREATIVE DIRECTORS – Mónica Balanzategui, Celia Martínez
DIGITAL CREATIVE DIRECTOR – Antonio Herrero
CREATIVE SUPERVISOR – Coke Rueda
DM COPYWRITER – Fran Castro
CAMPAIGN NAME –
TARGET AUDIENCE –
DIGITAL PRODUCTION MANAGER –
Gonzalo Fernández de Córdoba
Rodrigo Menendez
DIGITAL PROGRAMMER – Javier Pérez
CLIENT – Heineken
DIGITAL PRODUCER –
48
PRODUCT MANUFACTURING
AND DISTRIBUTION
BRONZE
NESTLÉ NEEDED TO MAKE ROOM IN A
COMPETITIVE CHINESE MARKET FOR ITS NEW
BENNANA ICE CREAM. It turned to less conventional
SPRITE WANTED TO BUILD ITS FACEBOOK
PRESENCE AMONG YOUNG CONSUMERS IN SAUDI
ARABIA but was faced with many cultural restrictions.
means by reaching out to influencers on Weibo, China’s social
network, who spread fun viral videos. The teenage target
audience latched onto the product and began posting photos
of them eating the banana-shaped ice cream bar. And through
a partnership with Tencent QQ, the campaign built the product
into popular games. BenNaNa exceeded the company’s yearly
sales goal by 150% in three months, becoming Nestlé’s numberone ice cream. Customers were even willing to stand in line to
buy it.
A campaign highlighted some unspoken contrasts in Saudi
culture, and through social media, invited young people to tell
things as they saw them. The brand’s straightforward style was
expressed in 30 humorous YouTube episodes that were advertised on Facebook and promoted online. Sprite also collaborated with “Sa7i,” a local celebrity, and extended the campaign to
Sprite packaging. Bloggers picked up on the campaign to debate
some of its controversial topics. Sprite’s Facebook fans went
from a meager 53 to around 600,000, and sales skyrocketed.
BenNaNa Brings Magic Fun
TARGET AUDIENCE – Consumer
AGENCY – Ogilvy Beijing
SENIOR PRESIDENT NATIONAL GROUP DIRECTOR – Colleen Cheng
ASSOCIATE DIRECTOR – Susan Yin
SENIOR CONSULTANTS – Elsa Liu, Celine Li
ASSOCIATES – Lily Zeng, Summer Yu
NATIONAL DIRECTOR, DIGITAL LAB – Sascha Engel
MANAGING DIRECTOR – Lily Tung
EXECUTIVE CREATIVE PARTNER – Darren Crawforth
CREATIVE DIRECTOR – Funky Cao
ASSOCIATE CREATIVE DIRECTOR – Allen Feng
GROUP ACCOUNT DIRECTOR – Vivian Liu
ACCOUNT MANAGER – Anny Zhang
CLIENT – Nestlé (China) Ltd.
CAMPAIGN NAME –
CAMPAIGN NAME –
Sprite Minalakhir
Consumer
AGENCY – OgilvyOne
CREATIVE DIRECTOR – Fabian Roser
ASSOCIATE CREATIVE DIRECTOR – Sally Tambourgi
COPYWRITER – Hadeel Ahmad
DESIGNERS – Mahesh Powar, Nadine Hallak
CLIENT SERVICES DIRECTOR – Sean Hart
ACCOUNT DIRECTORS – Sevim Oezdel, Tarek Shawki
ACCOUNT MANAGER – Tara-Paige Gelman
PLANNER – Nick Moore
REGIONAL DIRECTOR – Nabil Moutran
CLIENT – The Coca-Cola Company
TARGET AUDIENCE –
49
PROFESSIONAL
SERVICES
SILVER
IBM WANTED TO LET THE WORLD KNOW THAT IT
WAS A TRUE CENTER OF INNOVATION, DESPITE
PUBLIC PERCEPTIONS. The company used social media to
reach out, which included tapping the online connections of its
430,000 employees. A complex campaign looked at innovation
in the company and transmitted graphically interesting portrayals of innovation. A series of pieces also looked at historic
accomplishments and added the tagline “IBM was here.” The
campaign’s gem was an animated film using IBM research that
used individual atoms and stop-animation to depict a boy and
an atom. The film alone received more than 4 million views in
the first month.
BRONZE
FLSMIDTH WANTED TO RAISE AWARENESS IN
THE MINING INDUSTRY FOR ITS AUTOMATION
SOLUTIONS, but it was virtually unknown. The company
asked decision-makers to share their views in a survey and
promised to provide a report of all responses in a benchmark
report of the global mining industry. The data collected allowed
the company to segment customers and provide a guide for
mining automation services, with versions for different segments. It then offered high-potential leads a free automation
feasibility study. Low-potential leads were simply contacted
by phone to set up a meeting. The campaign generated an
ROI of 9.3.
Find Your Hidden Treasure
Business-to-Business
AGENCY – Klausen + Partners
STRATEGY DIRECTOR – Niels Kaldahl
COPYWRITER – David Sansome
CLIENT – FLSmidth
CAMPAIGN NAME –
TARGET AUDIENCE –
50
IBMblr
Business-to-Business/Consumer
AGENCY – Ogilvy New York
CHIEF CREATIVE OFFICER, NORTH AMERICA – Steve Simpson
EXECUTIVE CREATIVE DIRECTOR – Susan Westre
GROUP CREATIVE DIRECTORS – Mike Hahn, Ryan Blank
CREATIVE DIRECTOR – Sam Mazur
DESIGN DIRECTOR – Sid Tomkins
ART DIRECTORS – Denise Zurligen, Jillian Abramson, Okan Usta
Eddie Pak, Susan Miller, Ramona Todoca, Lauren Miller
CLIENT – IBM
CAMPAIGN NAME –
TARGET AUDIENCE –
PUBLISHING /
ENTERTAINMENT
GOLD
THE CHICAGO
SHAKESPEARE THEATER
WANTED TO PROMOTE
ITS PRODUCTION OF
SUNDAY IN THE PARK
WITH GEORGE. Since the
painting that inspired the
work hangs in the Chicago
Art Institute, the theater
asked the museum to hang in
its place a new version, which
lacked several of the painting’s
subjects. Cameras captured
the reactions of viewers when actors dressed as the missing characters appeared and
made it clear they had left the painting to go to the theater. The moment was shared
on social media, drawing buzz and TV coverage. With 8 million impressions in one
day, demand prompted the theater to extend the play’s run.
George & Will Come to Life
TARGET AUDIENCE – Consumer
AGENCY – Iris Mobile
GROUP CREATIVE DIRECTOR – Bill Reishtein
DIRECTOR, DIGITAL STRATEGY – Molly Garris
SENIOR DIGITAL STRATEGIST – Ian Beacraft
CO-FOUNDER AND CHIEF TECHNOLOGY OFFICER – NickDoulas
CLIENT – Chicago Shakespeare Theater
CAMPAIGN NAME –
51
PUBLISHING /
ENTERTAINMENT
GOLD
THE SHOUT OUT LOUDS NEEDED TO PROMOTE THE BAND’S LATEST ALBUM ON A SLIM
BUDGET. Its campaign used as inspiration “Blue Ice,” a song about fading devotion that was the band’s
first single. Targeting influencers, the band sent 10 kits that allowed recipients to create their own copy
of the single out of ice. In a world of digital downloads, the anticipation of making a record was a true
novelty, and the melting single echoed the song’s theme. The response rate was 100%, and the campaign
attracted global attention, with impressive global social media and television attention.
CAMPAIGN NAME – The
Ice Record Project
TARGET AUDIENCE – Consumer AGENCY – TBWA
CREATIVE DIRECTOR – Kalle Widgren
ART DIRECTORS – André Persson,
Alexander Fredlund, Martin Baude
PRODUCER – Tobias Bergenwall
ACCOUNT MANAGER – Ylva Windolf
DESIGNER – Christian Styffe
PLANNER – Lisa Adamsson
HEAD OF PLANNING – Alison Bonner
CLIENT – Bud Fox AB
52
PUBLISHING /
ENTERTAINMENT
SILVER
THE MUMBAI INDIANS WANTED TO INCREASE
FACEBOOK FAN ENGAGEMENT AND INCREASE THE
NUMBER OF FANS. A campaign made Facebook friends of
players and fans. Through Facebook and email, personalized
messages went out with video clips from players who addressed
recipients by name and asked fans to stay in touch on the team’s
Facebook page. The campaign also cleverly contacted a film star,
news editors, and other high-profile personalities in the same
manner to prompt media coverage. Behind-the-scenes videos
and pictures on Facebook kept the momentum up through
Facebook conversations. The campaign added more than
450,000 new Facebook fans, and interactions rose 157%.
The Mumbai Indians
Consumer
AGENCY – OgilvyOne Worldwide, Mumbai
SENIOR CREATIVE DIRECTOR – Burzin Mehta
CLIENT – Reliance Industries Limited
CAMPAIGN NAME –
TARGET AUDIENCE –
53
RETAIL / DIRECT SALES
GOLD
DES’S NEEDED TO SELL ITS MATTRESSES, BUT SPANIARDS
WEREN’T BUYING MUCH OF ANYTHING because they were
worried about their money in a terrible economy. The company
designed a mattress with a safe in it and set out to promote it with
a video sent to influencers. It then used online ads and a website to
promote the mattress just as if the company were a savings bank. As
part of the campaign, stores were even redecorated to look like bank
branches. The campaign received press and television coverage in an
astounding 74 countries and increased the company’s orders 836%.
My Mattress Savings Bank
Consumer
AGENCY – VCCP Spain
MANAGING DIRECTOR – Javier Suso
CHIEF CREATIVE DIRECTOR – Beto Nahmad
CREATIVE DIRECTOR – Javi del Río
DIGITAL CREATIVE DIRECTOR – Oscar Moreno
MULTIMEDIA ART DIRECTOR – David Sousa
COPYWRITERS – Walter Belenky,
Sergio Riquelme
ART DIRECTORS – Sonia Romero, Laia Prades
SOCIAL MEDIA MANAGER – Marta Lucas
CLIENT – DES’S
CAMPAIGN NAME –
TARGET AUDIENCE –
54
RETAIL / DIRECT SALES
SILVER
PÃO DE AÇÚCAR WANTED TO CONTINUE TO WIN
CUSTOMERS’ LOYALTY WITH AN INVENTIVE WAY
THAT ALLOWED IT to sidestep competitors’ price wars. It
decided to launch a campaign to extend very special birthday
greetings to all its customers. An app was designed to create an
online birthday book where customers could collect birthday
greetings from friends and relatives in one special place. But the
company went one step further and created printed books of
the birthday messages and delivered them to customers.
It printed and delivered 15,000 books and gained 140,000
Facebook “likes” during the campaign.
Birthday Messages –
The App That Became a Book
TARGET AUDIENCE – Consumer
AGENCY – Giovanni+Draftfcb
NATIONAL CREATIVE DIRECTOR – Rui Piranda
CREATIVE DIRECTOR – Marcelo Carnevale
CREATIVE SUPERVISORS – Monica Humphreys, Paula Sales
COPYWRITER – Thiago Maneschi
ART DIRECTORS – Éber Subirá de Souza, Vivian Maia,
Tatiana Tatsch
NATIONAL RELATIONSHIP MARKETING DIRECTOR – Lisia Fischer
ACCOUNT VP – Patrícia Marinho
ACCOUNT MANAGER – Rodrigo Motta
ACCOUNT SUPERVISOR – Luis Felipe Feresin Ferreira
CLIENT – Pão de Açúcar
CAMPAIGN NAME –
VODAFONE WANTED MORE EMPLOYEES
TO EMBRACE ITS “HAPPY TO HELP” SERVICE
PHILOSOPHY. From thousands of examples, the company
selected 34 of the most impressive stories of customer service
and used a film theme to retell them. Each customer service
hero was portrayed in a customized, hand-painted film poster,
which was published in a coffee table book accompanied by
the customer service story. The recognized employees received
a copy of the book at a film-themed ceremony, which was
webcast for all employees. An interactive website also allowed
employees to participate. As a result, 30% more employees
said they truly believed in the company’s customer service
philosophy.
30% More Vodafone Employees
Are “Happy to Help”
TARGET AUDIENCE – Business-to-Business
AGENCY – OgilvyOne Worldwide, Mumbai
SENIOR CREATIVE DIRECTOR – Burzin Mehta
CLIENT – Vodafone, India
CAMPAIGN NAME –
BRONZE
BAR POSTO 6 WANTED TO INCREASE SALES OF
FEIJOADA, ONE OF BRAZIL’S MOST BELOVED
DISHES. It turned to a campaign that featured the dish’s
primary ingredient: the bean. Weekly mailings went out to
prospects with a small, unmarked box. Inside, a bean, some cotton, a small pot, and a ruler were accompanied by instructions
to plant the bean in the cotton and watch it grow. The bigger
the plant grew, the bigger the discount the restaurant would
offer on feijoada. Customers simply had to prove their green
thumb by presenting a photo of the plant at the restaurant. The
campaign generated an ROI of 2.2.
Feijoada and the Beanstalk
Consumer
AGENCY – e|ou mkt de relacionamento
VP CREATIVE DIRECTOR – Eduardo Rodrigues
VP PLANNING DIRECTOR – Eduardo Soutello
VP ACCOUNT DIRECTOR – Fábio Souza
PRODUCTION DIRECTOR – Roberta Gregório
PRODUCTION – Beatriz Manhas, Mayra Marques,
Gabriel Albanese
COPYWRITER – Gabriela Kimura
ART DIRECTOR – Félix Martins
COPY REVIEW – Ludmila Amaral
CLIENT – Bar Posto 6
MARKETING DIRECTOR – Fernando Costa
CAMPAIGN NAME –
TARGET AUDIENCE –
55
RETAIL / DIRECT SALES
BRONZE
PÃO DE AÇÚCAR WANTED TO REINFORCE
CUSTOMER LOYALTY WITH A BIRTHDAY GREETING.
Since happiness is at the heart of the brand, a campaign mailed
a paper fortune cookie with an inspiring birthday message of
happiness. The fortune cookies were accompanied by a link to
tell more about the formerly homeless people who made them.
Online video segments showed how the grocery chain’s involvement with an NGO was helping to reintegrate homeless people
into society and create happiness. Social media also spread word
of the company’s work. The campaign kept the NGO alive and
spread the brand’s message to customers who represent more
than 55% of total billings.
Fortune Cookie – The Birthday Card
That Changed the Lives of Those Who Have Never
TARGET AUDIENCE – Consumer
AGENCY – Giovanni+Draftfcb
NATIONAL CREATIVE DIRECTOR – Rui Piranda
CREATIVE DIRECTOR – Marcelo Carnevale
CREATIVE SUPERVISOR – Paula Sales
ACCOUNT VP – Patrícia Marinho
NATIONAL RELATIONSHIP MARKETING DIRECTOR – Lisia Fischer
ART DIRECTOR / CAMERA – Vivian Maia
ACCOUNT MANAGER – Rodrigo Motta
ACCOUNT SUPERVISOR – Luis Felipe Feresin Ferreira
CAMPAIGN NAME –
COPYWRITER / CAMERA / DIRECTOR /
– Fábio Furtado
Ana Lucca
DIRECTOR OF PHOTOGRAPHY
EXECUTIVE PRODUCER –
EDITING –
Pedro Jezler
COLOR GRADING ASSISTANT – Thiago
Fernando Fonini
CLIENT – Pão de Açúcar
COLOR GRADING –
56
Carvalhaes
IKEA WANTED TO BUILD STRONGER TIES WITH
ITS CUSTOMERS BY INSPIRING THEM and help them
improve their lives through better homes. The company created
its own house online and then asked customers to share innovative ways Ikea products had improved their own home. Using
banner ads, emails, in-store events, social media, and more, the
campaign offered a chance to win Ikea gift cards in exchange
for contributing an idea. With each idea submitted, the Ikea
online house grew, helping to create the world’s largest house.
What’s more, with every submission, a dollar was donated to
a children’s charity. Nearly 20,000 ideas were submitted.
CAMPAIGN NAME – The
Life Improvement Project
Consumer
AGENCY – Ogilvy New York
TARGET AUDIENCE –
CHIEF CREATIVE OFFICER,
OGILVY & MATHER ADVERTISING –
Calle Sjoenell
Brent Brooks, Simona Lo
ART DIRECTOR – Peter Hahn
COPYWRITER – Jon-Michael Davirro
CREATIVE STRATEGIST – Jared Fink
ACCOUNT – Pat Dunigan, Danielle Palmer, Alex Tutundjian
PROJECT MANAGERS – Jessica Rivera, Dayoan Daumont
CLIENT – IKEA USA
CREATIVE DIRECTORS –
TRAVEL & HOSPITALITY /
TRANSPORTATION
GOLD
V/LINE WANTED TO INCREASE RIDERSHIP
ON ITS TRAINS. IT DESIGNED A CAMPAIGN
AROUND THE FAMILIAR SCENARIO OF PARENTS
WHO don’t see enough of
their children. Traditional
media and PR generated interest in a guilt-trip
ticket, which parents could
purchase and send to their
children to make them visit.
Online films featured real
people in small country
towns who wanted their
kids to leave the big city to
visit home. Social media
enhanced the campaign,
letting users publicly guilt
people into visiting. After
eight months, off-peak
monthly ticket sales had
risen 15% on average.
Guilt Trips
TARGET AUDIENCE – Consumer
AGENCY – McCann Melbourne
CAMPAIGN NAME –
John Mescall
CREATIVE DIRECTORS – Annie Price, Pat Baron
ART DIRECTOR – Matt Stoddart
COPYWRITERS – Natasha Wood, Tristan Graham
GROUP ACCOUNT DIRECTOR – Adrian Mills
EXECUTIVE CREATIVE DIRECTOR –
Alec Hussain
SENIOR ACCOUNT MANAGER – Tamara Broman
DESIGNERS – Dave Budd, Melody Yeung
CREATIVE TECHNOLOGIST – Ash Pegram
DEVELOPER – Cayne Snowden
CLIENT – V/Line
ACCOUNT DIRECTOR –
57
TRAVEL & HOSPITALITY /
TRANSPORTATION
SILVER
SWEDISH INSTITUTE WANTED THE WORLD TO
PERCEIVE SWEDEN AS A PROGRESSIVE NATION
WITH STRONG, ADMIRABLE VALUES. To highlight
BRITISH AIRWAYS WANTED TO INCREASE
MEMBERSHIP IN ITS EXECUTIVE CLUB LOYALTY
PROGRAM. A campaign promoted the program by showing
its true nature, it decide to hand over the @Sweden Twitter
account to a different Swede each week, allowing people to
openly and freely share their lives and opinions. Initially,
followers dropped off, but once the change was perceived as
more than just a stunt, followers came in droves. Media from
around the globe has covered Sweden’s uncensored Twitter
account. With no end-date in sight, the campaign has taken
Twitter followers from 8,000 to 65,000, with followers in
more than 120 countries.
the diversity of members and the many reasons they had for
belonging. First, an email asked participants to explain why
they were members, and to include a photo of themselves. The
more than 50,000 member photos received were used to create
mosaic images related to airline travel. Marketing pieces, including email, posters, and leaflets, paired the images with compelling member statistics, to lead prospects to the airline’s site. In
10 months, acquisitions rose nearly 5% over the previous year.
Curators of Sweden
TARGET AUDIENCE – Consumer
AGENCY – Volontaire
CLIENT – Swedish Institute
TARGET AUDIENCE –
CAMPAIGN NAME –
58
Mosaic
Consumer
AGENCY – OgilvyOne London
CAMPAIGN NAME –
Charlie Wilson,
Emma De La Fosse
ART DIRECTOR – Laila Milborrow
COPYWRITER – Paul Pearson
BUSINESS DIRECTORS– Claire Middleton, Andrew Boggs
ACCOUNT MANAGER – Victoria Hutchinson
PRODUCER – John Thompson
SENIOR DESIGNERS – Clayton Gray, Toby Low
DEVELOPER – Lorenzo Spadoni
DESIGNERS – Nina Bosaanac, Matt Smart
CLIENT – British Airways
EXECUTIVE CREATIVE DIRECTORS –
TRAVEL & HOSPITALITY /
TRANSPORTATION
BRONZE
TRIPADVISOR WANTED TO CONVINCE HOTELS TO
BUY A BUSINESS LISTING, BUT MANY PROSPECTS
DIDN’T SEE THE POINT. Often prospects simply ignored
emails and other marketing pieces, so the company used a
campaign that focused on the valuable industry and property
data it collected. Prospects in 14 countries received a mailing
with a report that showed how they stacked up against the
competition, along with industry trends, and asked whether
they could be doing more to boost bookings through
TripAdvisor. The customized report offered tips for low
performers and praise for those with strong results. The
single mailing delivered an ROI of 6.2.
Selling the Product No One Wants
TARGET AUDIENCE – Business-to-Business
AGENCY – Wilde Agency
CHIEF CREATIVE OFFICER – Nancy Harhut
SENIOR COPYWRITER – Michelle Martineau
SENIOR ART DIRECTOR – Sharon Martin
ACCOUNT SUPERVISOR – Jamie Condon
SENIOR STUDIO ARTIST – Helen Goodwin
ACCOUNT EXECUTIVE – Amanda Shelley
SENIOR PRODUCTION MANAGER – Doug Fruscione
PRESIDENT – Neal Boornazian
CLIENT – TripAdvisor
SENIOR MARKETING MANAGER – Tom Nuspl
CAMPAIGN NAME –
ROYAL CARIBBEAN WANTED TO INCREASE SALES
AND GENERATE LEADS FOR ITS CRUISES. The com-
pany identified three distinct segments based on cruise customer
research. It then created mailings that featured a beach theme
with text and images that were completely variable. Variables
considered included age, marital status, past travel, whether or
not the recipient had children, and more. The result was more
than 50 different mail pieces. The campaign also used customized emails to reach prospects, and took advantage of sponsored
links and social network monitoring. The result was a final
ROI of 3.9.
Caribbean
Consumer
AGENCY – e|ou mkt de relacionamento
VP CREATIVE DIRECTOR – Eduardo Rodrigues
VP PLANNING DIRECTOR – Eduardo Soutello
VP ACCOUNT DIRECTOR – Fábio Souza
ACCOUNT MANAGER – Juliana Brossi
ACCOUNT EXECUTIVE – Thamiris Salim
ACCOUNT ASSISTANT – Marcela Oliveira
COPYWRITER – Gabriela Kimura
ART DIRECTORS – Felix Martins, Renato Takahashi
ON LINE ART DIRECTORS – Diogo Pace, Fabio Espósito
PLANNING – Mayara Maximilla
ON LINE PRODUCTION – Virgínia Porpino
PROGRAMMING – Tânia Seles
PRODUCTION DIRECTOR – Roberta Gregório
PRODUCTION – Bárbara Almeida
MEDIA ASSISTANT – Alessandro Rodrigues
SOCIAL MEDIA COORDINATOR – Bruno Guerra
SOCIAL MEDIA ASSISTANT – Gabriela Minucelli
CLIENT – Royal Caribbean
MARKETING MANAGER – Fernanda Dominicis
MARKETING COORDINATORS – Fernando Vasconcelos,
Fernando Capra
MARKETING ANALYST – Bruna Pelligotti
CAMPAIGN NAME –
TARGET AUDIENCE –
59
LEADERS, 4th PLACE
(Leaders listed in alpha order by category/target audience.)
CHEVROLET–LIKE MACHINE
DRAUGHT PICK APP
Category/Target Audience: Automotive/Consumer
Client: Chevrolet Central and Eastern Europe Llc.
Agency: Draftfcb Budapest
Category/Target Audience: Consumer Products/Consumer
Client: Carlton & United Breweries
Agency: Clemenger BBDO Melbourne
NISSAN 370Z ZEN TO Z
BUILD WITH CHROME – CAMPAIGN
Category/Target Audience: Automotive/Consumer
Client: Nissan Australia
Agency: WHYBIN\TBWA\GROUP
Category/Target Audience: Consumer Products/Consumer
Client: Google
Agency: M&C Saatchi Sydney (Australia)
WRAITH. AND THE WORLD STOOD STILL
BUILD WITH CHROME – WEBSITE
Category/Target Audience: Automotive/Consumer
Client: Rolls-Royce Motor Cars Limited
Agency: Partners Andrews Aldridge
Category/Target Audience: Consumer Products/Consumer
Client: Google
Agency: M&C Saatchi Sydney (Australia)
CHALLENGING THE MASTERS
THE BIRTHDAY PROJECT
Category/Target Audience: Automotive/Consumer
Client: Volkswagen China
Agency: Ogilvy Beijing
Category/Target Audience: Consumer Products
Client: Pacific Brands Underwear Group
Agency: Clemenger BBDO Melbourne
TUESDAY OF BRANDS
TECHNOLOGY CHANGES EVERYTHING
FROM TRASH TO TOY
DM WITH JAPANESE MANGA
CONNECTING THE WORLD & WEB STRATEGY
Category/Target Audience:
Business and Consumer Services/Business-to-Business
Client: BRM S.A Grandes Interacciones
Agency: BRM S.A Grandes Interacciones
Category/Target Audience: Education/Consumer
Client: Ashford University
Agency: Ogilvy & Mather Chicago
Category/Target Audience: Business and
Consumer Services/Business-to-Business/Consumer
Client: FCC Citizen Services
Agency: Shackleton
Category/Target Audience: Education/Consumer
Client: Ritsumeikan Asia Pacific University
Agency: Direct Marketing Zero Co.ltd
TEAM PERFORMANCE INDEX
Category/Target Audience:
Education/Business-to-Business/Consumer
Client: STAPLES Portugal
Agency: tribeCRM
Category/Target Audience: Business and
Consumer Services/Business-to-Business/Consumer
Client: UPS
Agency: Ogilvy New York
BP TEAM USA – THE COMEBACK
Category/Target Audience:
Communications/Utilities/Consumer
Client: BP
Agency: Ogilvy New York
BUILD WITH CHROME – WEBSITE
Category/Target Audience:
Communications/Utilities/Consumer
Client: Google
Agency: M&C Saatchi Sydney (Australia)
“OLD PHONES GIVE NEW LIFE”
Category/Target Audience:
Communications/Utilities/Consumer
Client: Google Singapore
Agency: Ogilvy & Mather Singapore
BUILD WITH CHROME – CAMPAIGN
Category/Target Audience:
Communications/Utilities/Consumer
Client: Google
Agency: M&C Saatchi Sydney (Australia)
I’M GRATEFUL TO A TEACHER
HIDDEN TALENT
Category/Target Audience:
Financial Products and Services/Consumer
Client: American Express
Agency: OgilvyOne London
CLOUD10 – REDEFINING THE AIRPORT – EXPERIENCE
Category/Target Audience:
Financial Products and Services/Consumer
Client: American Express Canada Inc.
Agency: OgilvyOne Worldwide
MAKE A BETTER COMMERCIAL THAN WE DID CHALLENGE
Category/Target Audience:
Financial Products and Services/Consumer
Client: Experian Consumer Services
Agency: The Martin Agency
LAST CHANCE: 1 BILLION IN 12 DAYS
Category/Target Audience: Financial Products and Services/
Business-to-Business/Consumer
Client: FIH Erhvervsbank
Agency: HJALTELIN STAHL
KPMG MONOCULAR ACQUISITION MAILING
Category/Target Audience: Financial Products
and Services/Business-to-Business
Client: KPMG
Agency: Quinn Fable Advertising
60
1000% BETTER BANNER
Category/Target Audience:
Financial Products and Services/Consumer
Client: Lavender
Agency: Lavender
SAVE FOR FREEDOM
Category/Target Audience:
Financial Products and Services/Consumer
Client: SEB
Agency: MRM Stockholm
LENOVO THINKPAD EDGE BULL COW POOL CAMPAIGN
Category/Target Audience:
Information Technologies/Consumer
Client: Lenovo Group Limited
Agency: Ogilvy Beijing
CAR CREATION
Category/Target Audience: Insurance/Consumer
Client: Insurance Australia Group
Agency: WHYBIN\TBWA\GROUP
OPERATION ROI
Category/Target Audience: Insurance/Consumer
Client: Tryg Forsikring
Agency: RelationshusetGekko
NAME TUNNELS
Category/Target Audience: Not-For-Profit/Consumer
Client: Amnesty International Australia
Agency: M&C Saatchi Sydney (Australia)
“SAY YES” ANNUAL ALUMNI APPEAL
Category/Target Audience: Not-For-Profit/Consumer
Client: Design HQ
Agency: UBC Annual Giving
PEDIGREE® ADOPTION DRIVE
Category/Target Audience: Not-For-Profit/Consumer
Client: Mars Petcare
Agency: WHYBIN\TBWA\GROUP
WHERE´S THE BEST GET-LAID-PLACE IN THE WORLD?
Category/Target Audience: Not-For-Profit /Consumer
Client: LAFA, The Stockholm County
AIDS Prevention Programme
Agency: ESTER
PSORIASIS WARRIOR CAMPAIGN
Category/Target Audience:
Pharmaceutical/Healthcare/Consumer
Client: Janssen Biotech Inc.
Agency: Draftfcb
RITUXAN ROMANCE
Category/Target Audience:
Pharmaceutical/Healthcare/Consumer
Client: Genentech
Agency: CDMiConnect
SUPER MESSAGE SIC
Category/Target Audience:
Product Manufacturing and Distribution/Consumer
Client: San Carlo Unichips
Agency: A-Tono
PLAY FANTA GRAPHIC NOVEL
Category/Target Audience:
Product Manufacturing and Distribution/Consumer
Client: The Coca-Cola Company
Agency: Ogilvy New York
P&G GRAZIE DI CUORE MAMMA (THANK YOU MUMM)
Category/Target Audience:
Product Manufacturing and Distribution/Consumer
Client: The Procter & Gamble Company
Agency: Wunderman Italy srl
COLOURS OF DIALOGUE
Category/Target Audience:
Professional Services/Business-to-Business
Client: Wunderman Germany
Agency: Wunderman Germany
BUILD WITH CHROME – CAMPAIGN
Category/Target Audience:
Publishing/Entertainment/Consumer
Client: Google
Agency: M&C Saatchi Sydney (Australia)
INDIA CHEERS LOUD AND CLEAR
Category/Target Audience: Publishing/Entertainment/
Business-to-Business/Consumer
Client: Olympic Gold Quest
Agency: Ethinos Digital Marketing
GRAZED ON GREATNESS
Category/Target Audience:
Retail/Direct Sales/Consumer
Client: M.J. Bale
Agency: WHYBIN\TBWA\GROUP
EPIC COFFEE RUNNERS
Category/Target Audience:
Retail/Direct Sales/Consumer
Client: Tim Hortons
Agency: OgilvyOne Worldwide
CPH ADVANTAGE IF YOU WANT (7 TIMES) MORE
Category/Target Audience: Travel & Hospitality/
Transportation/Business-to-Business/Consumer
Client: CPH - Københavns Lufthavne A/S
Agency: HJALTELIN STAHL
MY ISLAND
Category/Target Audience:
Travel & Hospitality/Transportation/Consumer
Client: Deutsche Lufthansa AG
Agency: Wunderman Germany
HAMPTONALITY MOMENTS
Category/Target Audience:
Travel & Hospitality/Transportation/Consumer
Client: Hilton Worldwide
Agency: iCrossing
TYLER & AMY’S MYSTERY TOUR
Category/Target Audience:
Travel & Hospitality/Transportation/Consumer
Client: Tourism Ireland
Agency: Indicia
61
HOW JUDGING WORKS
THE DIRECT MARKETING ASSOCIATION INTERNATIONAL
ECHOTM AWARDS represent the oldest and most prestigious
honor in data-driven response-based marketing. Supported by the
DMA, the ECHO is the only international award where judges
rigorously assess entries based on strategy, creative, and results.
The focus is on balanced judging assessment, combining topnotch, experienced judges and outstanding entries year in and
out, has played a major role in the ECHO Awards representing
the best that direct and digital marketing have to offer.
ENTRY CATEGORIES
ECHO entries are judged by business category. There are fifteen
separate categories representing business segments. Categorizing
entries by business segment enables entries to be evaluated by
judging panels who are experts and leaders in their peer groups
in the relevant business category. This leads to a more intelligent
and insightful evaluation of entries. For a list of categories, visit
www.dma-echo.org
BY 3 ROUNDS OF ECHO JUDGING
All International ECHO Award winners go through three rounds
of judging.
Round 1 is a screening round, so the main objective is to determine which entries should be considered as ECHO Award contenders with a chance to make it through to Round 2. Through
a combination of individual reviews followed by collaborative
discussion, judging panels determine which entries represent an
effective balance of strategy, creative execution, and results; and
which move on to the next round. Ultimately the scoring will be:
“PASS” or “FAIL.”
Round 2 is a scoring round so the main objective is to identify
entries or campaigns that should be considered for one of the five
tiers of awards. The judges determine if an entry is “superb” or
“above average” in the campaign strategy, execution, and results
and if this entry should be considered as an “ECHO Award contender,” with a chance to advance to Round 3.
Judging in this round is done individually. For every campaign, the judge assigns a score from 1-30 for each of the three
distinct areas—strategy, creative, and results.
Round 3 is a final scoring round, meaning the judges identify the shortlisted campaigns that are eligible for one of the five
categories of awards, and determine if a campaign’s strategy, execution, and results are “superb.” Ultimately the judges are helping to decide which entries will have the opportunity to win the
prestigious Diamond ECHO™. In Round 3, entries are reviewed
individually by three senior-level judges, all of whom are the most
experienced direct and digital marketers.
Each entry carries its Round 2 score into Round 3. The Round
2 score is an average score based on the sum total and the number
of judges. Scores will range from 54 to 90 based on the category,
as some categories are scored higher or lower than others. In order
to move on to Round 3, an entry’s score must: = or > than the
category average. Each Round 3 judge reviews each entry in the
three areas—strategy, creative, and results—and awards a score of
0-3 for each. These are the last nine yards, which will ultimately
determine which award the entry will receive.
62
SPECIAL ECHO AWARDS
The ECHO Board of Governors, along with award sponsors,
will determine potential eligibility for three special awards. The
Diamond, Hoke Award, and USPS Gold Mailbox awards are selected by pulling from the highest scoring entries from Round 3.
Other special awards—Personal Connections ECHO (sponsored
by Pitney Bowes), and Green ECHO™ are chosen by members of
the DMA Committee on Environment & Social Responsibility
(CESR) in cooperation with the DMA: and a Pitney Bowes Inc.
marketing executive from the top-scoring entries that meet the
specific award qualifications.
JUDGE REPRESENTATION
For the 2013 DMA 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
come from cities across the United States, as well as from the
UK, Sweden, Spain, Denmark, Germany, Norway, Portugal,
Australia, New Zealand, France, Brazil, South Africa, Slovenia,
India, Ireland, and Japan.
2014 JUDGING
For more on the benefits of participating as an ECHO judge,
experienced direct response marketers should contact Jenny
Abreu, CMP, MTA, DMA — Director of Awards & Recognition
Programs at [email protected] or 202.861.2496.
THE INTERNATIONAL ECHO AWARDS
JUDGING COMMITTEE
UNITED STATES ECHO™ JUDGING AND RULES COMMITTEE CHAIR
• Angella Hubbert — Director of Print Production, Russ Reid
MEMBERS
• Jenny Abreu, CMP, MTA — Director of Awards
& Recognition Programs, Direct Marketing Association
• Carolyn Goodman — President, Creative Director,
Goodman Marketing Partners, Inc.
• JP LaFors — Chief Operating Officer, Free Agents Marketing
• Matt Leonard — General Manager, Bergen Aesthetics
• Marcia Simms — Advertising Specialist, Brand Marketing,
United States Postal Service
AUSTRALIA ECHO JUDGING AND RULES COMMITTEE CHAIR
• Mike Chuter — Founding Partner, Cubed Communications
EUROPE ECHO JUDGING AND RULES COMMITTEE CHAIR
• Finn Overgaard — Partner, Relationshusetgekko
PERSONAL CONNECTIONS ECHO AWARD JUDGING CHAIR
• Dan Kohn — Vice President, Corporate Marketing,
Pitney Bowes Inc.
Celebrating Great Work
That Works Great!
2013 JUDGES
UNITED STATES (Judges are listed in alpha order by company.)
RICK MOORE
Active Integrated
Marketing
RICK DUNHAM
Dunham+Company, Inc.
EDUARDO RODRIGUES
JEANNE KIRBY
MARY TEAHAN
DEBBIE ROTH
CHUCK MCLEESTER
Inviso Corporation
Qendar
ADREA RUBIN
Adrea Rubin Marketing, Inc.
e|ou mkt
de relacionamento
TIM MCREIGHT
CARLOS GARAVITO
KBM Group
Russ Reid
TIM KERSTEN
KerstenDirect
SUSAN MEANY
JEANNIE GREEN
ROBERT REGER
King More Inc.
SMG Global Consultants
LOVRO PETERLIN
Express Scripts
Linea Directa
Communications
PEPE LARSON
JAMES WINTRAUB
CHRISTEL CONRAD
ALFRED CORCHIA
Japs-Olson Company
BLAIR STAAS
American Institute
of Chemical Engineers
PAUL BIGHAM
Bigham Advertising Agency
SUSAN REITER
BKV, Inc.
MARIBETT VARNER
BKV, Inc.
INA SVAROD
Bouvet
LOUIS HUGO MARCHAND
Cossette
Elvis Communications
Epsilon
MICHAEL KING
Epsilon
Roska Healthcare Advertising
ROBIN GEHRKE
SKM Group
CHRYSANTHE GEORGES
Smicker
RICH FELDMAN
Friisbee
Maetva Agency
LOTUS CHILD
ROBERT SNOW
Source Marketing
JULIE PETROSKI
G2
Marketing Snow
KEN MADDEN
DAVID NELSON
Targetbase
MORAYEA PINDZIAK
THOMAS NELLIGAN
Geometry Global
MeritDirect
The Agency Inside
Harte-Hanks
LUKE GLASNER
Glasner Consulting
MARCY DONAHUE
RICHARD (DICK) GOLDSMITH
MAUREEN DYVIG
Gyro
MARK KOLIER
Modern Marketing Services
MIGUEL TILLMAN
MEGAN DEVINE
EAMON BOYLE
Havas Discovery
JOHAN BLOMSTROM
MORTEN BERGER
AKIRA OKA
Cossette
d.trio Marketing Group
d.trio Marketing Group
Direct Marketing Japan, Inc.
KYOKO TAMATE
Direct Marketing Japan, Inc.
EDWARD LISI
Directly Relevant
Strategic Marketing
KEITH TURCO
JOHN TELL
MRM Stockholm
The Horah Group
Travelers Insurance
Karlsen TRY
HealthFirst
MRM Worldwide
RICHARD EBER
DAVE MIHALOVIC
LEO KLUGER
MISH FLETCHER
NANCY HARHUT
MATT HASSELL
BEATRIZ MALLORY
IBM
DAVID SLY
IDEBA
WARREN HUNTER
DMW Direct
Microsoft Corporation
JEFF LEVIN
Infogroup
OgilvyOne Worldwide
OgilvyOne Worldwide
Toronto
W2O Digital
Wilde Agency
SANDRA FINLEY
RENE EOULEAU
Proximity Canada
63
2013 JUDGES continued
AUSTRALIA
EUROPE
TONY CARVETH
JACOB BENTZEN
MIKKEL KORTNVED
Scandinavian Airlines
Loyalty Group A/S
LUCIANA RAMOS BORGES
MARKUS KRAATZ
Shackleton
Gaida Maedche & Jongens
ANNETTE
GUTMAN CARLSEN
CHANDRA BENJAMIN
MOSTOV
RelationshusetGekko
Wunderman
Australia Post
RUBEN CIRUGEDA
Rapp Collins Australia
ERIN GALLAGHER
Ex Simon Richards
DARIO GARMA
Specsavers
ABRAMO LERARDO
Action Mailing
NICK MERCER
Mercell Bell Pty Ltd
TONY RAMBAUT
Friend
ROGER STEPHENS
Fenton Stephens
DYLAN TAYLOR
The Dylan Agency
BRUCE WILLIAMS
Cubed Communications
ROLF CARLSEN
PETER OTTESEN
MAXIMUS Copenhagen
Mediabroker
BENT KLENKE
CHRISTENSEN
FINN OVERGAARD
CHRISTEL CONRAD
Studio Moderna Group
Mediacenter Danmark a-s
Friisbee
LOVRO PETERLIN
JOACHIM SADOWSKI
ALFRED CORCHIA
comm3
PER DJERVIG-CHAMBY
BBDO Dusseldorf GmbH
ANDERS FICH
RAW unlimited
Maetva Agency
MAXIMUS Copenhagen
TRYG
MARIA FURBO
RelationshusetGekko
MARCUS GAIDA
Gaida Maedche & Jongens
LARS GARDAN
OgilvyOne Worldwide
LASSE HINKE
Relevans
JAKOB KAARE
Jensen Manipulation
HENRIK JEPPESEN
TRYG
NIELS KALDAHL
Klausen + Partners
MORTEN BERGER KARLSEN
McCann
64
Relationshusetgekko
THOMAS SATORI
TORBEN ULRIK SØRENSEN
INA SVAROD
Bouvet
ˇ
MATJAŽ VRACKO
Zalozba Madinska Knjiga
HELLE WINDAHL
RelationshusetGekko
PETER WINTHER
Winholistic
BOSTJAN ZRIMSEK
DIMA Center D.O.O
2013 AMBASSADORS
ARGENTINA, BUENOS AIRES
Mary Teahan, Presidente
Qendar
AUSTRALIA, MELBOURNE
Matt Batten, Creative Director
Wunderman
BELGIUM, GENT
Georges Van Nevel, Managing Partner
DVN
GERMANY, HAMBURG
Detlef Rump, Managing
Director & CCO
Proximity Germany
HUNGARY, BUDAPEST
Attila Vámos-Hegyim, Vice President
Hungarian Direct Marketing Association
NORWAY, FORNEBU
Jens Harrison, Direct Manager
Telenor Norway AS
PERU, LIMA
Alejandro Tripoli, General Manager
121 Relationship Marketing, SA
PORTUGAL, LISBOA
INDIA, MUMBAI
Burzin Mehta, Senior Creative Director
OgilvyOne Worldwide
Jorge Castanheira,
Client Services Director
Wunderman
Marcus Tavares,
Client Services Director
MRM Worldwide
IRELAND, DUBLIN
PORTUGAL, LISBOA
CHILE, SANTIÃGO
ITALY, MILAN
BRAZIL, SÃO PAULO
Gary Brown, Chief Executive Officer
RMG Target
Luis Felipe Rio Yrarrazaval,
Director General
CP Comunicacion Chile
Italo de Mas, President
RCD & Partners
COLOMBIA, BOGOTÁ
Valentina Carnevali, Segretario Generale
DMA Italia
Luis Germán Quintero,
General Manager
Datatiempo
CZECH REPUBLIC, PARDUBICE
Ales Hybner
Lion Teleservices
DENMARK, COPENHAGEN
Finn Overgaard, Partner
RelationshusetteGEKKO
FINLAND, HELSINKI
Leena Vento-Selen
Family Relations
GERMANY, FRANKFURT
Martin Bauer, Managing Partner
Wunderman Germany
ITALY, SEGRATE (MILAN)
JAPAN, SHINJUKU-KU, TOKYO
Akira Oka, President &
Chief Executive Officer
Direct Marketing Japan, Inc.
Pedro Velez Godinho, Partner
InterDirect agency, Sales Group
RUSSIA
Elena Doubenets
Russia Direct
SLOVENIA, CERKNICA
Bostjan Zrimsek, Manager
Dima Center d.o.o.
SWEDEN, STOCKHOLM
Christina Knight, Creative Director
OgilvyOne worldwide
THE NETHERLANDS, AMSTERDAM
JAPAN, MINATOKA, TOKYO
Masato Yatagai, General Manager
JP Media Direct
Arnout van den Busken,
Managing Director
InterDirect agency, Vandenbusken
MEXICO
UNITED KINGDOM, CIRENCESTER
Nestor Marquez Owner
Upgrade Marketing
NEW ZEALAND, AUCKLAND
Patrick Laughran, Chief Executive Officer
Gestro Horne International Ltd.
Frazer Howard, Creative Director
EHS Brann Cirencester
VENEZUELA
Orlando Lokpez, President
Power Marketing
2013 ALLIANCES
FULL ALIANCE PROGRAMS
Australian DMA Award Program
DMAi (India)
DMA Italia (Italy)
South African Assegai Award Program
LIMITED ALLIANCE PROGRAMS
Chicago DMA Award Program
Danish Direct Marketing Award Program
Finnish Awards
German Agency Council Award Program
Direct Marketing Szovetseg
Irish Direct Marketing Association - An Post Direct Marketing Awards
Minneapolis Club, Arc Award Program
New Zealand - RSVP Awards
Norwegian DMA Max Marketing Mix Award Program
Swedish Direct Marketing Association (SWEDMA)
Thailand DMA
65
AGENCY LISTING
(Agencies are listed in alpha order by agency name.)
adtention
CP Proximity
Vejle Amt, Denmark / Client: Inspiring Denmark /
Campaign: How to recruit a complete ambassador corps with a
strong visual identity and a little chocolate. / Award: BRONZE
Cataluna, Spain / Client: Volkswagen-Audi España S.A. /
Campaign: THE FIRST EMAIL TEST DRIVE / Award: GOLD
A-Tono
Tokyo, Japan / Client: Kirin Company, Limited / Campaign:
1,000,000 GENKI SONG PROJECT / Award: BRONZE
Lombardia, Italy / Client: San Carlo Unichips /
Campaign: Super Message Sic / Award: Leader
BBDO Belgium
DAIKO ADVERTISING INC.
Direct Marketing Zero Co.ltd
Belgium / Client: Ethias /
Campaign: Ethias - Neighbourhood Fixers / Award: SILVER
Tokyo, Japan / Client: Ritsumeikan Asia Pacific University /
Campaign: DM with Japanese Manga Connecting the World &
Web Strategy / Award: Leader
Bouvet
DirectOne Brazil
Oslo, Norway / Client: The Norwegian Cancer Society /
Campaign: We are all different / Award: BRONZE
Sao Paulo, Brazil / Client: MAPFRE Insurance Brazil /
Campaign: Making insurance simple with less cost and increased
relationship / Award: BRONZE; Personal Connections ECHO
Sponsored by Pitney Bowes
BRM S.A Grandes Interacciones
Cundinamarca, Columbia / Client: BRM S.A Grandes
Interacciones / Campaign: Tuesday Of Brands / Award: Leader
CDMiConnect
New York, United States / Client: Genentech /
Campaign: Rituxan Romance / Award: Leader
Clemenger BBDO Melbourne
Victoria, Australia / Client: Pacific Brands Underwear Group /
Campaign: The Birthday Project / Award: Leader
Clemenger BBDO Melbourne
Victoria, Australia / Client: Carlton & United Breweries /
Campaign: Draught Pick App / Award: Leader
Colenso BBDO/Proximity New Zealand
North Island, New Zealand / Client: MARS NZ /
Campaign: Donation Glasses / Award: SILVER
Colenso BBDO/Proximity New Zealand
North Island, New Zealand / Client: Frucor Beverages Ltd /
Campaign: The V Motion Project / Award: SILVER
Colenso BBDO/Proximity New Zealand
North Island, New Zealand / Client: Frucor Beverages Ltd /
Campaign: The V Motion Project / Award: BRONZE
Colenso BBDO/Proximity New Zealand
North Island, New Zealand / Client: Amnesty International /
Campaign: Trial by Timeline / Award: BRONZE
Colenso BBDO/Proximity New Zealand
North Island, New Zealand / Client: Fonterra Brands
(Ltd) Tip Top / Campaign: Feel Tip Top / Award: GOLD;
Diamond ECHO
66
Draftfcb
Illinois, United States / Client: Janssen Biotech Inc. /
Campaign: Psoriasis Warrior Campaign / Award: Leader
DRAFTFCB - Budapest
Budapest Fovaros, Hungary / Client: Chevrolet Central and Eastern
Europe Llc. / Campaign: Chevrolet-Like Machine / Award: Leader
e|ou mkt de relacionamento
Sao Paulo, Brazil / Client: Bar Posto 6 / Campaign: Feijoada
and the Beanstalk / Award: BRONZE
e|ou mkt de relacionamento
Sao Paulo, Brazil / Client: Royal Caribbean /
Campaign: Caribbean / Award: BRONZE
ESTER
Stockholms lan, Sweden / Client: LAFA, The Stockholm County
Aids Prevention Programme / Campaign: Where’s the Best Get-Laid
Place in the World? / Award: Leader
Ethinos Digital Marketing
Maharashtra, India / Client: Olympic Gold Quest /
Campaign: India Cheers Loud and Clear / Award: Leader
Food For The Poor, Inc.
Florida, United States / Client: Food For The Poor /
Campaign: A Stitch and a Prayer / Award: GOLD
Giovanni+Draftfcb
Sao Paulo, Brazil / Client: Pão De Açúcar / Campaign: Birthday
Messages – The App That Became a Book / Award: SILVER
Giovanni+Draftfcb
Sao Paulo, Brazil / Client: Pão De Açúcar / Campaign: Fortune
Cookie—The Birthday That Changed The Lives of Those Who
Has Never/ Award: BRONZE
Hacker Group
M&C Saatchi Sydney (Australia)
Washington, United States / Client: EmblemHealth /
Campaign: Lunch Pail / Award: BRONZE
New South Wales, Australia / Client: Google /
Campaign: Build With Chrome- Website / Award: Leader
HJALTELIN STAHL
M&C Saatchi Sydney (Australia)
Kobenhavns Kommune, Denmark / Client: ATP /
Campaign: PensionClass / Award: BRONZE
New South Wales, Australia / Client: Google /
Campaign: Build With Chrome- Campaign / Award: Leader
HJALTELIN STAHL
M&C Saatchi Sydney (Australia)
Copenhagen, Denmark / Client: CPH - Københavns Lufthavne
A/S / Campaign: CPH Advantage - if you want (7 times) more /
Award: Leader
New South Wales, Australia / Client: Google /
Campaign: Build With Chrome- Campaign / Award: Leader
HJALTELIN STAHL
Victoria, Australia / Client: V/Line /
Campaign: Guilt Trips / Award: GOLD
Copenhagen, Denmark / Client: FIH Erhvervsbank /
Campaign: Last chance: 1 billion in 12 days / Award: Leader
iCrossing
California, United States / Client: Hilton Worldwide /
Campaign: Hamptonality Moments / Award: Leader
Indicia
England, United Kingdom / Client: Tourism Ireland /
Campaign: Tyler & Amy’s Mystery Tour / Award: Leader
Iris Mobile
Illinois, United States / Client: Chicago Shakespeare Theater /
Campaign: George & Will Come to Life / Award: GOLD
Klausen + Partners
Kobenhavns Kommune, Denmark / Client: FLSmidth /
Campaign: Find Your Hidden Treasure / Award: BRONZE
Lavender
McCann Melbourne
Mecka
Vastra Gotalands lan, Sweden / Client: Nexans /
Campaign: The Coconut / Award: SILVER
Mediabroker/ Cool Gray
Kobenhavns Amt, Denmark / Client: DCC Energi /
Campaign: The Red Card / Award: BRONZE
MG54
Buenos Aires, Argentina / Client: MG54 /
Campaign: #May1810 / Award: BRONZE
MRM Stockholm
Stockholms lan, Sweden / Client: SEB /
Campaign: Save for Freedom / Award: Leader
netCORE Solutions
New South Wales, Australia / Client: Lavender /
Campaign: 1000% Better Banner / Award: Leader
Maharashtra, India / Client: Hindustan Unilever Limited /
Campaign: HUL Active Wheel - Rural Missed Call Campaign /
Award: BRONZE
M&C Saatchi
Ogilvy
Maharashtra, India / Client: Birla Sun Life Mutual Fund /
Campaign: Laxmi Papad / Award: BRONZE
Shanghai, China / Client: United Parcel Service General
Services Co. / Campaign: Go West- The Journey Of Terracotta
Warrior To The U.S. / Award: SILVER
M&C Saatchi
Maharashtra, India / Client: Aditya Birla Money /
Campaign: Hastakshar Mudra / Award: BRONZE
M&C Saatchi Sydney (Australia)
New South Wales, Australia / Client: Amnesty International
Australia / Campaign: Name Tunnels / Award: Leader
M&C Saatchi Sydney (Australia)
New South Wales, Australia / Client: Google /
Campaign: Build With Chrome- Campaign / Award: Leader
M&C Saatchi Sydney (Australia)
New South Wales, Australia / Client: Google /
Campaign: Build With Chrome- Website / Award: Leader
Ogilvy
Shanghai, China / Client: The North Face /
Campaign: Go Wild / Award: SILVER
Ogilvy & Mather
Illinois, United States / Client: American Family Insurance /
Campaign: American Dreams Campaign / Award: BRONZE
Ogilvy & Mather Chicago
Illinois, United States / Client: Ashford University /
Campaign: Technology Changes Everything / Award: Leader
Ogilvy & Mather Singapore
Singapore, Singapore / Client: GOOGLE Singapore /
Campaign: ‘Chrome Experiment: Ramakien’ / Award: GOLD
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AGENCY LISTING continued
Ogilvy & Mather Singapore
OgilvyOne
Singapore, Singapore / Client: GOOGLE SINGAPORE /
Campaign: ‘OLD PHONES GIVE NEW LIFE’ / Award: Leader
United Arab Emirates, United Arab Emirates /
Client: The Coca-Cola Company / Campaign: Sprite Minalakhir /
Award: BRONZE
Ogilvy & Mather, Prague
Czech Republic, Czech Republic / Client: Simply You
Pharmaceuticals a.s / Campaign: The Erection Blister /
Award: BRONZE
OgilvyOne Australia
Ogilvy Beijing
OgilvyOne
Beijing Shi, China / Client: IBM China /
Campaign: Parallel Paths / Award: SILVER
New South Wales, Australia / Client: American Express /
Campaign: Talking Tags / Award: BRONZE
Ogilvy Beijing
OgilvyOne London
Beijing Shi, China / Client: Nestle (China) Ltd. /
Campaign: BenNaNa Brings Magic Fun / Award: BRONZE
England, United Kingdom / Client: Beyond Dark /
Campaign: Measure Of Pleasure / Award: GOLD
Ogilvy Beijing
OgilvyOne London
Beijing Shi, China / Client: Volkswagen China /
Campaign: Challenging the Masters / Award: Leader
England, United Kingdom / Client: British Airways /
Campaign: Mosaic / Award: SILVER
Ogilvy Beijing
OgilvyOne London
Beijing Shi, China / Client: Lenovo Group Limited /
Campaign: Lenovo ThinkPad Edge Bull Cow Pool Campaign /
Award: Leader
England, United Kingdom / Client: IBM /
Campaign: IBM Wimbledon Smarter Fans / Award: SILVER
Ogilvy New York
England, United Kingdom / Client: American Express /
Campaign: Hidden Talent / Award: Leader
New York, United States / Client: Kimberly-Clark /
Campaign: Generation Know / Award: GOLD
Ogilvy New York
New South Wales, Australia / Client: IBM Australia /
Campaign: CIOs cut out for lunch / Award: SILVER
OgilvyOne London
OgilvyOne Worldwide
New York, United States / Client: IBM /
Campaign: IBMblr / Award: SILVER
Ontario, Canada / Client: American Express Canada Inc. /
Campaign: Cloud10 – redefining the airport experience /
Award: Leader
Ogilvy New York
OgilvyOne Worldwide
New York, United States / Client: IBM /
Campaign: US Open Live Shazam Experience / Award: BRONZE
Ontario, Canada / Client: Tim Hortons /
Campaign: Epic Coffee Runners / Award: Leader
Ogilvy New York
OgilvyOne worldwide
New York, United States / Client: IKEA USA /
Campaign: The Life Improvement Project / Award: BRONZE
Kobenhavns Kommune, Denmark / Client: IBM /
Campaign: Everything comes alive with IBM / Award: BRONZE
Ogilvy New York
OgilvyOne Worldwide, Mumbai
New York, United States / Client: UPS /
Campaign: Flypaper / Award: BRONZE
Maharashtra, India / Client: Vodafone, India /
Campaign: Bringing alive the BlackBerry Boys on Social Media /
Award: SILVER
Ogilvy New York
New York, United States / Client: UPS /
Campaign: Team Performance Index / Award: Leader
Ogilvy New York
New York, United States / Client: The Coca-Cola Company /
Campaign: Play Fanta Graphic Novel / Award: Leader
Ogilvy New York
New York, United States / Client: BP /
Campaign: BP Team USA - The Comeback / Award: Leader
68
OgilvyOne Worldwide, Mumbai
Maharashtra, India / Client: Vodafone, India /
Campaign: Leads worth $700 mln unlocked at $5 per lead /
Award: SILVER
OgilvyOne Worldwide, Mumbai
Maharashtra, India / Client: Reliance Industries Limited /
Campaign: The Mumbai Indians / Award: SILVER
OgilvyOne Worldwide, Mumbai
Russ Reid
Maharashtra, India / Client: Vodafone, India /
Campaign: 30% more Vodafone employees are ‘Happy to Help’ /
Award: SILVER
California, United States / Client: American Cancer Society /
Campaign: Making Strides Against Breast Cancer Campaign /
Award: SILVER
OgilvyOne Worldwide, Mumbai
Russ Reid
Maharashtra, India / Client: Piaggio Vehicles Pvt. Ltd /
Campaign: Once upon a Vespa / Award: BRONZE
California, United States / Client: Operation Smile /
Campaign: Stock an Operating Room Campaign / Award: SILVER
OgilvyOne Worldwide Manila
Shackleton
City of Manila, Philippines / Client: Unilever Philippines /
Campaign: Ponds Face my Love / Award: GOLD
Madrid, Spain / Client: FAD - Anti-drug Foundation /
Campaign: 144 hours / Award: SILVER
Ogilvy & Mather/ OgilvyOne Worldwide
Shackleton
Ontario, Canada / Client: Unilever Canada /
Campaign: Reflections / Award: SILVER
Madrid, Spain / Client: Laboratorios Alter /
Campaign: Flutown / Award: SILVER
Ogilvy & Mather/ OgilvyOne Worldwide
Shackleton
Ontario, Canada / Client: Unilever Canada /
Campaign: Photoshop Action / Award: SILVER
Madrid, Spain / Client: Heineken /
Campaign: Snatch Desperados / Award: BRONZE
OgilvyOne Worldwide Toronto
Shackleton
Ontario, Canada / Client: Unilever Canada /
Campaign: Women Who Should Be Famous / Award: BRONZE
Madrid, Spain / Client: Fundación Once & FSC Inserta /
Campaign: Never Give Up Plan / Award: BRONZE
Partners Andrews Aldridge
Shackleton
England, United Kingdom / Client: Rolls-Royce Motor Cars
Limited / Campaign: Wraith. And the world stood still /
Award: Leader
Madrid, Spain / Client: FCC Citizen Services /
Campaign: From Trash to Toy / Award: Leader
Proximity Prague
Czech Republic, Czech Republic / Client: BMW Group Czech
Republic / Campaign: BMW 7 Series and You / Award: BRONZE
Stockholms lan, Sweden / Client: Halebop / Campaign: Bop to the
top!! A challenging, brand new loyalty concept for Sweden’s most
satisfied mobile customers / Award: SILVER
Quinn Fable Advertising
Smicker
New York, United States / Client: KPMG / Campaign: KPMG
Monocular Acquisition Mailing / Award: Leader
Stockholms lan, Sweden / Client: Halebop / Campaign:
Bop News—A different newsletter for those sceptical of advertising
in general / Award: BRONZE
Relationshusetgekko
Copenhagen, Denmark / Client: Danish Defence Recruitment
Branch / Campaign: Train with the Danish Defence-like 188,056
other / Award: SILVER
Relationshusetgekko
Kobenhavns Kommune, Denmark / Client: Mannaz /
Campaign: Sold-out / Award: BRONZE
Relationshusetgekko
Smicker
Squareknot
Ontario, Canada / Client: AIR MILES Reward Program /
Campaign: BMO Ticket to Paradise and the AIR MILES Reward
Program / Award: BRONZE
TBWA
Stockholms lan, Sweden / Client: Bud Fox AB /
Campaign: The Ice Record Project / Award: GOLD
Copenhagen, Denmark / Client: Tryg Forsikring /
Campaign: Operation ROI / Award: Leader
Rivet Global
Ontario, Canada / Client: BMW Canada /
Campaign: BMW 2012 Conquest Program / Award: BRONZE
TBWA\NEBOKO DOWNTOWN
Russ Reid
New South Wales, Australia / Client: Frucor /
Campaign: Mizone Zonelab / Award: SILVER
California, United States / Client: World Vision Canada /
Campaign: Horn of Africa Crisis Response / Award: GOLD
North Holland, Netherlands / Client: PNozorg /
Campaign: Boring guys / Award: GOLD; Henry Hoke Sponsored
by HOKE Communications, Inc.
The Hallway
69
AGENCY LISTING continued
The Hallway
WHYBIN \ TBWA \ GROUP
New South Wales, Australia / Client: Bupa Care Services /
Campaign: Bupa Home Truths / Award: BRONZE
New South Wales, Australia / Client: Insurance Australia Group /
Campaign: Car Creation / Award: Leader
The Martin Agency
WHYBIN \ TBWA \ GROUP
Virginia, United States / Client: Experian Consumer Services /
Campaign: Make a Better Commercial Than We Did Challenge /
Award: Leader
New South Wales, Australia / Client: Mars Petcare /
Campaign: Pedigree® Adoption Drive / Award: Leader
The Martin Agency
New South Wales, Australia / Client: Nissan Australia /
Campaign: Nissan 370z Zen to Z / Award: Leader
Virginia, United States / Client: GEICO / Campaign: GEICO
Radical Accessibility - “Maxwell” / Award: SILVER
Tocquigny
Texas, United States / Client: Regent University /
Campaign: FY ‘13 Student Acquisition Campaign /
Award: SILVER
tribeCRM
Lisboa, Portugal / Client: STAPLES Portugal /
Campaign: I’m grateful to a teacher / Award: Leader
True North Inc.
New York, United States / Client: ASPCA /
Campaign: ASPCA: Cracking the Donor Code / Award: GOLD
TRY Reklamebyrå AS
Oslo, Norway / Client: TRY / Campaign: SUPERSAVE /
Award: GOLD
UBC Annual Giving
British Columbia, Canada / Client: Design HQ /
Campaign: “Say Yes” Annual Alumni Appeal / Award: Leader
Van Wanten Etcetera
North Holland, Netherlands / Client: ABN AMRO /
Campaign: Queensday cash box / Award: SILVER
VCCP Spain
Madrid, Spain / Client: DES´S /
Campaign: MY MATTRESS SAVINGS BANK / Award: GOLD
Volontaire
Stockholms lan, Sweden / Client: Swedish institute /
Campaign: Curators of Sweden / Award: SILVER
70
WHYBIN \ TBWA \ GROUP
WHYBIN \ TBWA \ GROUP
New South Wales, Australia / Client: M.J. Bale /
Campaign: Grazed on Greatness / Award: Leader
Wilde Agency
Massachusetts, United States / Client: TripAdvisor /
Campaign: Selling the product no one wants / Award: BRONZE
Wilde Agency
Massachusetts, United States / Client: Nationwide Insurance /
Campaign: HRC Turnaround / Award: BRONZE
Wunderman Germany
Hessen, Germany / Client: Chill out E.V. / Campaign: Pencil Case /
Award: GOLD; GOLD Mailbox Award Sponsored by USPS
Wunderman Germany
Hessen, Germany / Client: Deutsche Lufthansa AG /
Campaign: My Island / Award: Leader
Wunderman Germany
Hessen, Germany / Client: Wunderman Germany /
Campaign: Colours of Dialogue / Award: Leader
Wunderman Italy srl
Lombardia, Italy / Client: The Procter & Gamble Company /
Campaign: P&G Grazie di cuore mamma (Thank you mumm) /
Award: Leader
ADVERTISERS INDEX
ADVERTISER
PAGE
URL
EEC Event
DMA 2014
CUBED Communications
BKV
DMA Membership
Quinn Fable
USPS
DDMI
C2
2
4
6-7
8
10
14
16
www.thedma.org/eec14
www.thedma.org
www.cubedresults.com.au
www.bkv.com
www.thedma.org
www.quinnfable.com
www.usps.com
www.thedma.org/valueofdata
71
2013 INTERNATIONAL
ECHO AWARDS WINNERS
DIGITAL PROGRAM BOOK
TM
COPY –
Douglas B. Clark, Freelance Copywriter/Consultant
Joseph Kantorski, www.kantorskidesign.com
DESIGN /ART DIRECTION –
Freeman XP, http://freemanxp.com/
Marci Hensley
CREATIVE DIRECTOR – Mike McCauley
TECHNICAL DIRECTORS – Darin Baker, Jesse Kuntz
GRAPHIC DESIGN – Thom Paris, Kate Silva
PRODUCTION COORDINATORS – Barbara Nolan, Bill Hensley
STAGE MANAGER – Richard Hammond
iPAD GALLERY APP – Mark Smith
ACCOUNT DIRECTORS – Rebecca May, Michael Preston
AWARD SHOW PRODUCTION –
EXECUTIVE PRODUCER –
DMA INTERNATIONAL ECHO™ AWARDS STAFF
DIRECTOR, AWARD & RECOGNITION PROGRAMS –
Jenny Abreu, CMP, MTA
DIRECT MARKETING ASSOCIATION STAFF
CEO & PRESIDENT –
Linda A. Woolley
Paul A. McDonnough
VP, CONFERENCES & EVENTS –
DIGITAL WINNERS PROGRAM BOOK PRINTER –
72
Seqora Systems, Inc., Canada
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