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DMA Announces 2006 International ECHO Award Winners; OgilvyOne Wins Diamond ECHO for 'Purina Friskies Milkaholics' Campaign
October 18, 2006 — The Direct Marketing Association (DMA) last night announced the 77th Annual International ECHO Award winners at DMA06, the flagship conference and exhibition in San Francisco. DMA presented the awards at a gala celebration hosted by Emmy Award-winning actor/comedian Dana Carvey.
Of the 994 campaigns submitted this year, five campaigns were honored with special awards. In addition, 16 campaigns were honored with Gold ECHOs, 35 with Silver ECHOs, and 42 with Bronze winners. Also, 64 campaigns were judged as ECHO Leaders, and another 86 were designated as ECHO Finalists.
“This year saw more comprehensive campaigns that not only integrated direct marketing efforts across multiple media, but integrated direct marketing with other disciplines as well,” remarked Sid Liebenson, chair of the 2006 ECHO Committee and executive vice president and director of marketing at DRAFT. “Many of this year’s ECHO entries were quite complex with multiple components. For example, we saw campaigns that applied direct marketing to everything from traditional channels like direct mail and print, to Internet, point-of-sale, and even outdoor advertising.”
Special Awards
Diamond ECHO Award
The Diamond ECHO Award, the most prestigious of all of the ECHO honors, is presented to what is considered the best-in-show campaign. The 2006 Diamond ECHO Award went to OgilvyOne for its Multimedia/Integrated Media Campaign, “Purina Friskies Milkaholics,” for client Nestlé Purina Petcare, in the Packaged Goods: Pet Foods/Products category.
Friskies, once the leader in the dry cat food category, had been steadily loosing market share. A new product innovation, Milk Essentials, was developed that combined the taste of milk that cats love without the lactose that can give them digestive problems. OgilvyOne designed a campaign to shine a light on feline lactose-intolerance and offer Friskies with Milk Essentials as the solution in a unique, hard-hitting way that reflected this fun and spirited brand. By creating a fictional “holism” – feline milkaholism – a humorous platform was established for a successful and memorable campaign roll-out.
USPS Gold Mailbox Award
The USPS Gold Mailbox Award, which is sponsored by the US Postal Service (USPS), is presented to the campaign that is deemed to represent the most innovative use of mail. The 2006 Gold Mailbox went to the STORY agency for its Flat/Dimensional Mail “Serendipity – Pity to Waste It” campaign, on behalf of The Glenmorangie Company, in the Food (Including Beverages & Liquor) category.
ECHO Digital Award
The ECHO Digital Award is presented to a campaign that has applied information technology (e.g., e-mail, search, mobile, the Web, and other digital channels) in a creative or innovative way to deliver outstanding results.
The 2006 ECHO Digital Award was presented to Arc Worldwide for its Consumer Advertising Campaign for “Flash Hunk” on behalf of Procter & Gamble (P&G) in the Retail/Direct Sales category. P&G wanted to decrease the confusion that the competition in the UK household products was creating.
The result was Flash Hunk, a cheeky Chippendale cleaning man dressed only in an apron and boxer shorts who demonstrated how easily the Flash Brand products can be used – even by a man. Users were given control of the cleaning man, using flash and video clips. They could type in the word for what they wanted cleaned, and then sit back and enjoy watching the Flash Hunk get to work. It’s not easy to excite women about cleaning, but making the brand engaging while providing product information generated significant traffic as well as positive word of mouth.
A. Eicoff Broadcast Innovation Award
The A. Eicoff Broadcast Innovation Award recognizes a campaign for the most innovative use of the direct broadcast media. This award is chosen among the Gold, Silver, and Bronze winners in cooperation with the DMA Broadcast Council and the ECHO Committee.
This year’s A. Eicoff honor was presented to Digitas for its Consumer Advertising Campaign Pontiac Solstice Early-Order Program on “The Apprentice” on behalf of General Motors–Pontiac Motor Division in the Automotive category.
Pontiac devised a clever way to make the first 1,000 Solstice retail orders available to the public by participating in The Apprentice. Buzz from the show, in addition to search-engine marketing, online ads, and commercial spots drove consumers to Pontiac.com. Interested consumers could learn more about the Solstice’s features, view 360-degree images, register for the early-order program, and opt-in for follow-up communications from Pontiac. Consumers who registered online received an ID number they could take to a Pontiac dealer to see if they qualified for one of the first 1,000 vehicles.
Hoke Award
Selected by Hoke Communications, this award reflects the campaign with the most courageous solution to a difficult sales marketing problem. The 2006 Hoke Award went to Lowe Hunt for its Consumer Advertising campaign “LYNXjet” on behalf of Unilever Australia in the Packaged Goods: General category.
Unilever Australia wanted to regain relevance for their Lynx (Axe) body spray, which promises to make young men successful with woman, with their all-important 17-25 year old male audience. A core insight was that between the ages of 17-25 many males experience their first overseas trip, which represents to them – freedom, escapism, and women. Separately and simultaneously, Unilever came to Hoke asking for ideas on how to leverage a proposed sponsorship of a JetStar plane. The response was to launch a mythical airline – Lynx Jet – the ultimate public, playful fantasy. The result was the most successful increase in market share for any product under the Unilever Australia livery ever.
Gold ECHO Awards
Consumer
Automotive
Client: Volvo Automobile (Schweiz) AG
Agency: OgilvyOne AG
Campaign Name: Volvo Inscription Potential Customer Mailing
Consumer
Automotive
Client: Saab Great Britain
Agency: Draft London
Campaign Name: The Saab Race Against Time Adventure Book
Business-to-Business
Business and Consumer Services
Client: Grupo Eulen
Agency: OgilvyOne worldwide
Campaign Name: Security
Consumer/Business-to-Business
Communications/Utilities
Client: CEPSA - (OIL COMPANY)
Agency: Shackleton Direct
Campaign Name: POPULAR PROTEST
Business-to-Business
Financial Products and Services
Client: QuickMortgageLoan.com
Agency: Loomis Group, Inc.
Campaign Name: Bring More to the Table This Thanksgiving
Consumer
Financial Products and Services
Client: Emaar Properties
Agency: Wunderman
Campaign Name: Emaar - Pick out your home
Consumer/Business-to-Business
Financial Products and Services
Client: first direct
Agency: Craik Jones Watson Mitchell Voelkel
Campaign Name: first direct 'sock mailing'
Consumer
Insurance
Client: Allstate Property & Casualty Insurance Company
Agency: OgilvyOne
Campaign Name: Protect and Prepare
Business-to-Business
Pharmaceutical/Healthcare
Client: BRAUN - Gillette Gruppe Deutschland
Agency: OgilvyOne worldwide GmbH & Co. KG
Campaign Name: Take the temperature - Mailing
Consumer
Product Manufacturing and Distribution
Client: The Glenmorangie Company
Agency: Story
Campaign Name: Serendipity - Pity to Waste it
Consumer
Publishing/Entertainment
Client: Jones Publishing
Agency: TEQUILA\ Auckland
Campaign Name: Dish - 'Bistro at your place'
Consumer
Publishing/Entertainment
Client: Five
Agency: 20:20 London
Campaign Name: CSI:NY Carbon Copy Killer
Consumer
Retail/Direct Sales
Client: Nestlé Purina PetCare
Agency: OgilvyOne worldwide
Campaign Name: Purina Friskies Milkoholics
Consumer
Retail/Direct Sales
Client: True Value Company
Agency: Insight Out of Chaos
Campaign Name: True Value Rewards
Consumer
Retail/Direct Sales
Client: Gevalia
Agency: Foote Cone & Belding
Campaign Name: Gevalia Kaffe
Business-to-Business
Travel & Hospitality/Transportation
Client: Deutsche Lufthansa AG
Agency: Wunderman Germany
Campaign Name: "Set your Sales" Lufthansa Sales Competition
Silver ECHO Awards
Business-to-Business
Automotive
Client: Alfa Romeo Fleet
Agency: Arc Worldwide
Campaign Name: Paperclips
Consumer
Automotive
Client: MINI
Agency: AIM Proximity
Campaign Name: MINI Movies
Consumer
Automotive
Client: General Motors - Pontiac Motor Division
Agency: Digitas
Campaign Name: Pontiac Solstice Early-Order Program on "The Apprentice"
Consumer
Automotive
Client: VOLKSWAGEN AUDI, S.A.
Agency: CP PROXIMITY
Campaign Name: NEW AUDI Q7, "THE HEIR TO THE POWER OF QUATTRO"
Business-to-Business
Business and Consumer Services
Client: United States Postal Service
Agency: Draft Chicago
Campaign Name: USPS® Peach: Inviting Delicious Results
Business-to-Business
Business and Consumer Services
Client: EHS BRANN
Agency: EHS BRANN
Campaign Name: A BOX FULL OF NOTHING
Business-to-Business
Communications/Utilities
Client: Royal Mail SmartStamp
Agency: Proximity London
Campaign Name: Empty Envelope
Consumer
Communications/Utilities
Client: Telecom New Zealand / Xtra
Agency: AIM Proximity - Wellington
Campaign Name: Full Fat Internet
Business-to-Business
Financial Products and Services
Client: Bank of New Zealand
Agency: AIM Proximity
Campaign Name: Perspex Cheque
Consumer
Financial Products and Services
Client: MBNA Advertising
Agency: MBNA Advertising
Campaign Name: Ultimate Access Direct Mail
Business-to-Business
Information Technologies
Client: IBM Deutschland GmbH
Agency: OgilvyOne worldwide Stuttgart GmbH
Campaign Name: Easterbread Mailing - IBM Systems Technology Group.
Business-to-Business
Information Technologies
Client: Fujitsu Siemens Computers?A/S
Agency: Relationshuset
Campaign Name: Bridge Building Dialogue
Consumer
Insurance
Client: TD Insurance Home and Auto
Agency: Hamelin Martineau Advertising Marketing Design Inc.
Campaign Name: LUCKY DAY Multi-media Campaign
Consumer
Insurance
Client: Aetna Medicare
Agency: G2 direct & digital
Campaign Name: Aetna Medicare "Part D" Prescription Drug Plan New Product Launch
Consumer
Not-for-Profit
Client: The Lost Dogs' Home
Agency: Pareto Fundraising
Campaign Name: Friends of PAWs Appeal
Consumer
Not-for-Profit
Client: The Vodafone New Zealand Foundation
Agency: Draft Auckland
Campaign Name: Nice People
Consumer
Not-for-Profit
Client: Greater Wellington Regional Council
Agency: Clemenger BBDO Direct
Campaign Name: Greater Wellington Regional Council Underwater Text Campaign
Consumer
Not-for-Profit
Client: Training And Development Agency for Schools (TDA)
Agency: Draft London
Campaign Name: TDA Recruitment Campaign
Business-to-Business
Pharmaceutical/Healthcare
Client: GRUPO COSMOBELLEZA
Agency: Shackleton Direct
Campaign Name: FROM MARBELLA TO "MASBELLA"
Business-to-Business
Product Manufacturing and Distribution
Client: DISA Industries
Agency: Klausen + Partners AS
Campaign Name: Customer Loyalty on the Customer's Own Terms
Business-to-Business
Product Manufacturing and Distribution
Client: Statoil
Agency: GEKKO
Campaign Name: Take a U-turn
Consumer
Product Manufacturing and Distribution
Client: Unilever
Agency: Lowe Hunt Draft
Campaign Name: LYN Xjet
Consumer
Product Manufacturing and Distribution
Client: Damm S.A.
Agency: CP PROXIMITY
Campaign Name: The Missions of the Carrier
Business-to-Business
Publishing/Entertainment
Client: Sveriges Annonsörer (Swedish Advertising Association)
Agency: Draft Stockholm
Campaign Name: 100-wattaren 2005 "Creato & Effecta"
Consumer
Publishing/Entertainment
Client: Woman's Health Magazine/Rodale, Inc.
Agency: Rodale
Campaign Name: Woman's Health Magzine Subscription Mailing
Consumer
Publishing/Entertainment
Client: Falter Newspaper Publishing
Agency: PKP Proximity
Campaign Name: Life Segment Partnership
Consumer
Publishing/Entertainment
Client: Kunnskapsforlaget
Agency: MRM Worldgroup McCann Direkte Norway
Campaign Name: The Printet Encyclopedia Wasn't Dead
Consumer/Business-to-Business
Publishing/Entertainment
Client: WPG/Zwijsen-Infoboek
Agency: DVN nv
Campaign Name: Book Book Hurray!
Consumer
Retail/Direct Sales
Client: Masterfoods USA/MY M&M'S®
Agency: Draft Chicago
Campaign Name: MY M&M'S® Valentine's Day Campaign
Consumer
Retail/Direct Sales
Client: Pizza Hut, Inc.
Agency: hawkeye FFWD
Campaign Name: Pizza Hut Very Into Pizza™ Program (VIP)
Consumer
Retail/Direct Sales
Client: Emaar Properties
Agency: Promoseven Relationship Marketing
Campaign Name: Park Island
Consumer
Retail/Direct Sales
Client: DIAGEO
Agency: CP PROXIMITY
Campaign Name: THE TEARS OF SCOTLAND
Business-to-Business
Travel & Hospitality/Transportation
Client: Malaysia Airlines
Agency: Arc Worldwide Malaysia
Campaign Name: Best of Both Worlds
Business-to-Business
Travel & Hospitality/Transportation
Client: Deutsche Lufthansa AG
Agency: Wunderman Germany
Campaign Name: "Real Antique?" Event Invitation
Consumer
Travel & Hospitality/Transportation
Client: NH Hoteles
Agency: Órbital
Campaign Name: San Valentín Calculeitor
Bronze ECHO Awards
Business-to-Business
Automotive
Client: Ryco Filters
Agency: Simon Richards Group
Campaign Name: Genuine to Ryco
Business-to-Business
Automotive
Client: BMW IBERICA, S.A.
Agency: Shackleton Direct
Campaign Name: STARSKY & HUTCH
Consumer
Automotive
Client: Nissan New Zealand
Agency: TEQUILA\ Auckland
Campaign Name: Murano/Pathfinder 'Torn'
Consumer
Automotive
Client: Renault Germany
Agency: Nordpol+ Hamburg Agentur fuer Kommunikation GmbH
Campaign Name: Safety Campaign
Consumer
Automotive
Client: Hyundai
Agency: TouchMe_Wunderman
Campaign Name: Kar Sutra
Consumer
Automotive
Client: VOLKSWAGEN AUDI, S.A.
Agency: CP PROXIMITY
Campaign Name: NEW AUDI A4 AVANT, "I AM FOR SALE"
Consumer/Business-to-Business
Automotive
Client: Lexus New Zealand Limited
Agency: AIM Proximity
Campaign Name: Lexus is art in motion
Business-to-Business
Business and Consumer Services
Client: DHL Japan, Inc.
Agency: Rapp Collins
Campaign Name: DHL Rank Up Program
Business-to-Business
Business and Consumer Services
Client: Marketing Direct, Inc.
Agency: Marketing Direct, Inc.
Campaign Name: MDI Grille, Vintage 2005
Consumer
Business and Consumer Services
Client: Scott LawnService
Agency: Alan Rosenspan & Associates
Campaign Name: The Grass is Always Greener
Consumer
Business and Consumer Services
Client: Petsunite
Agency: Arc Worldwide Malaysia
Campaign Name: Invisible Leash
Business-to-Business
Communications/Utilities
Client: New Zealand Post
Agency: Robbins Brandt Richter
Campaign Name: The Beauty of Direct Marketing
Business-to-Business
Communications/Utilities
Client: TELECOM ARGENTINA S.A.
Agency: CP Comunicación Proximity
Campaign Name: IRIS ONLINE
Consumer
Communications/Utilities
Client: BBC TV Licensing
Agency: Proximity London
Campaign Name: 'It's not funny' Campaign
Consumer
Communications/Utilities
Client: Q8 Oil
Agency: Relationshuset
Campaign Name: The Great Oil Auction
Consumer/Business-to-Business
Communications/Utilities
Client: Telecom
Agency: AIM Proximity
Campaign Name: Telecom Sweet Deal
Business-to-Business
Financial Products and Services
Client: ASB Bank
Agency: TEQUILA\ Auckland
Campaign Name: ASB Rural Banking 'Bootscraper'
Business-to-Business
Financial Products and Services
Client: Banca Intesa S.p.A.
Agency: Ammiro Partners S.r.l.
Campaign Name: Conto Intesa Condominio
Consumer
Financial Products and Services
Client: Bank of New Zealand
Agency: AIM Proximity
Campaign Name: Campus Pack Body Parts Campaign
Consumer
Financial Products and Services
Client: Banco Privado de Inversiones
Agency: CP Comunicación Proximity
Campaign Name: Under the Mattress
Consumer
Financial Products and Services
Client: HSBC, Bank USA, N.A
Agency: Alcott Routon
Campaign Name: SMART Package
Consumer
Financial Products and Services
Client: LendingTree
Agency: Mullen
Campaign Name: LendingTree DRTV Campaign
Business-to-Business
Information Technologies
Client: Autodesk, Inc.
Agency: Goodman Marketing Partners, Inc.
Campaign Name: Creating a Buzz
Business-to-Business
Information Technologies
Client: Microsoft
Agency: MRM Worldwide (London)
Campaign Name: Modern Myths Campaign
Consumer
Insurance
Client: BlueCross BlueShield of South Carolina
Agency: DMW
Campaign Name: Shades of Blue
Business-to-Business
Not-for-Profit
Client: The Black Rep
Agency: Rodgers Townsend
Campaign Name: Common Threads Media Kit
Consumer
Not-for-Profit
Client: National Heart Foundation of Australia
Agency: Pareto Fundraising
Campaign Name: Heart Foundation Spring Appeal
Consumer
Not-for-Profit
Client: World Vision, Inc.
Agency: World Vision, Creative Solutions
Campaign Name: World Vision AIDS Test
Consumer
Not-for-Profit
Client: Eagle, Idaho Volunteer Firefighter's Association
Agency: Foote Cone & Belding
Campaign Name: Rocky Mountain Oyster Festival
Consumer/Business-to-Business
Not-for-Profit
Client: Red Cross Norway
Agency: MRM Worldgroup McCann Direkte Norway
Campaign Name: Cross my heart
Business-to-Business
Pharmaceutical/Healthcare
Client: Novartis Animal Health
Agency: Maxim Direct
Campaign Name: INTERCEPTOR Flavor Tabs Audio Education Series Impact Maker
Business-to-Business
Pharmaceutical/Healthcare
Client: Dubai Bone & Joint Center
Agency: Wunderman
Campaign Name: DBAJ - The Helping Hand
Consumer
Pharmaceutical/Healthcare
Client: La Roche Posay
Agency: Proximity Portugal
Campaign Name: Kerium
Business-to-Business
Product Manufacturing and Distribution
Client: Statoil
Agency: GEKKO
Campaign Name: Dirt Crusher
Consumer
Product Manufacturing and Distribution
Client: txt2Media
Agency: Publicis Dialog
Campaign Name: txt2taste - Nestle Frappe campaign
Consumer
Product Manufacturing and Distribution
Client: MilkPEP (Milk Processor Education Program)
Agency: Draft Chicago
Campaign Name: "Get The Curves You Want!" Integrated Campaign
Consumer
Product Manufacturing and Distribution
Client: Baileys
Agency: Chemistry Communications Group
Campaign Name: Baileys RM Programme
Consumer
Publishing/Entertainment
Client: Entertainment Weekly
Agency: Time Consumer Marketing Inc. Promotion Dept.
Campaign Name: Entertainment Weekly Postcard Retention Program
Consumer
Publishing/Entertainment
Client: Primedia
Agency: (In-house)
Campaign Name: The Subscriptions for Soldiers Program
Business-to-Business
Retail/Direct Sales
Client: Transcontinental Catalog Group
Agency: Blitz Direct, Data and Promotion
Campaign Name: Get the right combination Direct Marketing promotion
Consumer
Retail/Direct Sales
Client: Procter and Gamble
Agency: Arc Worldwide
Campaign Name: Flash Hunk
Business-to-Business
Travel & Hospitality/Transportation
Client: Air France KLM Cargo the Netherlands
Agency: EuroRSCG 4D
Campaign Name: Flight of the golden Container
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