2009 ECHO Award - AMDIA

USPS
GOLD MAILBOX AWARD
SULAMÉRICA SEGUROS HOPED TO RETAIN HIGH-VALUE HOME
INSURANCE CLIENTS in a wealthy area of São Paulo. Drawing inspiration from
the recent theft of a major Picasso portrait from a local museum, the company
shipped reproductions of the portrait to its top home-insurance customers. Framed
like the original and packed in a shipping crate, the painting seemed to be sent by
the museum, giving the impression that the masterpiece would have been safer at the
customer’s home. A letter also thanked recipients for their enduring relationship. A
response rate of 80% provided the desired policy renewals and an ROI of 735%.
CAMPAIGN NAME – Picasso Painting
CATEGORY – Financial Products and Services
CONSUMER ADVERTISING MEDIUM – Direct Mail
CLIENT – SulAmérica Seguros
AGENCY – Sun/MRM Worldwide
Full profi le on page 36.
RANDOM HOUSE MONDADORI S.A. WAS PREPARING TO LAUNCH
THE SIGNAL (La Señal), in Spain but the novel had a scientifi c, interactive plot
that would appeal mainly to the techno-geek crowd, whotypically spend more time
online than browsing bookstores. To appeal to a technologically savvy audience, the
publisher integrated the novel with the web, both starting and ending it online. In
other words, Random House created a circular strategy that could take people from
the website to the bookstore, or from the bookstore to the website. The Signal’s site
was talked about in over 120 blogs and 20 media outlets. Altogether, 875,000 users
were reached.
CAMPAIGN NAME – THE SIGNAL
CATEGORY – Publishing /Entertainmemnt
CONSUMER ADVERTISING MEDIUM – Multimedia
CLIENT – Random House Mondadori S.A.
AGENCY – CP Proximity
JUDGE COMMENTS – The link between the offl ine and online world, and the attempt
to bridge the two is innovative and most defi nitely the future. This was an extremely
creative and well targeted campaign. Hit the target audience on the nail. Perfect
use of the viral nature of the internet.
By integrating the product and its marketing into the very structure of the
internet, this campaign really gets to the hearts and minds of its geek audience. The
concept of a virus as a marketing tool, while alarming both pays off the promise of
the plot and also delivers a thrill to the user.
Creative is impressive in its successful integration of different pieces across a
variety of mediums. The look and feel is sleek, fun and audience-appropriate.
Full profi le on page 63.
2009 SPECIAL AWARDS
DIGITAL INNOVATION AWARD
13