2009 ECHO Award - AMDIA

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ECHO SEARCH MARKETING AWARD BABYCENTER WANTED TO INCREASE WEB TRAFFIC AND BUILD ADVERTISING REVENUE. Research showed that mothers were heavy social media users, so the campaign looked at user-generated content from mothers on the BabyCenter social platform, studying keyword search activity and social media comments. Content was then developed using top keyword phrases in site content, headlines, and meta tags to increase clicks on organic listings and increase rankings. BabyCenter also formed partnerships with content creators to provide fresh content for high-interest topics where information was lacking. BabyCenter’s organic search traffi c rose 38% in 11 months and organic search traffi c hit its highest level ever. CAMPAIGN NAME – BabyCenter –Pregnancy and Parenting Information CATEGORY – Pharmaceutical/Healthcare CONSUMER ADVERTISING MEDIUM – Search Engine Marketing CLIENT – BabyCenter, LLC AGENCY – Greater Than One JUDGE COMMENTS – Great use of UGC to promote SEO. Although keyword research, meta tag copy etc. are all standard practice for SEO, this campaign’s use of social media optimization was innovative. HENRY HOKE AWARD NEW ZEALAND’S YELLOW PAGES GROUP HAD TO RESCUE ITS IMAGE FROM THE PAST WITH DIGITAL-AGE RELEVANCE. It rolled out a campaign featuring a brand tagline “Job Done” and recruited a young woman to serve as the face of the campaign. Using only Yellow pages, the woman was tasked with fi nding all the help she needed to build a restaurant 40 feet above the ground in a redwood tree. A TV ad, billboards, and online media launched the campaign and a website kept everyone up on the treehouse’s progress. The process gripped viewers and increased Yellow’s online usage 11%, to reach record levels. CAMPAIGN NAME – The Yellow Treehouse CATEGORY – Communications/Utilities BUSINESS-TO-BUSINESS AND CONSUMER ADVERTISING MEDIUM – Multimedia CLIENT – The Yellow Pages Group AGENCY – Aim Proximity JUDGE COMMENTS – Great solution to a product that had become irrelevant due to the internet and search engine providers. The Yellow Tree House was a runaway success in terms of business results and engagement, capturing the imaginations of consumers and media all over the world. Full profi le on page 30. 14
ECHO GOVERNORS AWARD for STRATEGIC INNOVATION GJENSIDIGE FORSIKRING WANTED TO ENCOURAGE SMALL BUSINESSES WITHIN THEIR RETAIL SECTOR to move their insurance policies from other companies to Gjensidige. Specifi - cally, the Norwegian insurance company’s goal was to secure a sales meeting with 50% of campaign recipients. Following riots during which many Oslo shops suffered property damage, Gjensidige sent a brick similar to those used during the riots along with a photo of damaged shops and a letter offering a review of the recipient’s insurance needs. The results were extraordinary: 66% of the recipients scheduled a meeting, and the campaign generated a sales increase that was 10% above expectations. CAMPAIGN NAME – The Brick CATEGORY – Insurance BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Direct Mail & Telemarketing CLIENT – Gjensidige Forsikring AGENCY – McCann Direkte MRM Partners JUDGE COMMENTS – This award is given to a campaign that took strategic thinking to a whole new level. The Brick campaign was unique in that the product was parity, yet the marketers were able to capitalize on a news story to heighten the relevance of their insurance offering, build urgency and drive sales from their target audience of small business/retailers. Full profi le on page 49. 2009 SPECIAL AWARDS NEW 15
Page 1: WINNERS PROGRAM 2009 1
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Page 8 and 9: the cool beans group a marketing co
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Page 14 and 15: DIAMOND AND A.EICOFF BROADCAST INNO
Page 19 and 20: ECHO GREEN MARKETING AWARD The new
Page 21 and 22: BRONZE BMW WANTED TO ENTICE PORSCHE
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Page 25 and 26: SILVER TO PUBLICIZE ITS CAPABILITIE
Page 27 and 28: SILVER ROYAL MAIL WANTED TO EDUCATE
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Page 31 and 32: BRONZE ROYAL MAIL WANTED TO ATTRACT
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BRONZE RANDOM HOUSE MONDADORI NEEDE
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SILVER IKEA WANTED TO DRAW THE ATTE
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GOLD TOURISM QUEENSLAND HAD A MISSI
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Visit us at Discover.com ©2009 Dis
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als being trained for the marketpla
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LEADERS Campaign Names are listed i
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OPERATION CHRISTMAS Information Tec
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FINALISTS Campaign Names are listed
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UNION FAMILY INSURANCE - SIMPLIFIED
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HOW ECHO JUDGING WORKS T he Interna
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Gloria Kurant Kurant Direct Inc. Ch
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OgilvyOne Worldwide, Malaysia Kuala
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2009 ECHO WINNERS PROGRAM COPY - Do
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2009 ECHO Award - AMDIA

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