2009 ECHO Award - AMDIA

SILVER
FACULDADE ANHANGUERA NEEDED TO BOOST
ADMISSIONS EXAM ENROLLMENT in a time of aggressive
competition among Brazilian universities. Its campaign targeted
lower income youth, inviting prospects surfi ng education sites
to view Brazilian celebrity Ana Hickmann’s recent commercial.
Interested prospects provided their name and cell phone number
before watching a video about the making of the TV commercial.
During the video, participants were surprised by a call
from Ana Hickmann. Viewers could also share the experience by
entering friends’ email addresses and phone numbers. Using just
3% of the communications budget, the campaign drew 18,000
interactions in one month.
CAMPAIGN NAME – Web Video Call Anhanguera
CONSUMER ADVERTISING MEDIUM – Multimedia
AGENCY – OgilvyOne
CREATIVE DIRECTOR – Reinaldo César Jr.
ART DIRECTOR – Fernando Passos
ART DIRECTOR – Leonardo Yabu
COPYWRITER – Nathalie Lourenço
COPYWRITER – Marisa Rigon
GROUP ACCOUNT DIRECTOR – Denise Caruso
ACCOUNT DIRECTOR – Maria Laura Alzueta
26
BUSINESS AND
CONSUMER SERVICES
PLANNING – Silvia Curiati
PLANNING – Ana Raquel Renovatto
PROGRAMMER – PontoMobi – Rafael Arruda Grostein
FILM DIRECTORS - NUCLEAR – Oscar Rodrigues and Alexandre Cruz
CLIENT – Faculdade Anhanguera
MARKETING MANAGER – Maristela Poli Guanais
BRONZE
THE SWEDISH ADVERTISING ASSOCIATION HOPED TO RAISE
AWARENESS of membership benefi ts among its new and existing members.
It chose to do so by putting a spin on its long-standing tradition
of sending new members a cake. Instead of sending a readymade cake,
it presented its members with a cake kit to make their own, with each
ingredient representing one of the many benefi ts of membership. Once
completed, participants were encouraged to share their creations online
with other members. The campaign managed to wow a traditionally hardto-impress
audience with its creativity, drawing 30 new agency members
and exceeding goals by 20%.
CAMPAIGN NAME – Bake a Cake
BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Multimedia
AGENCY – Ogilvy
CREATIVE DIRECTOR – Christina Knight
ART DIRECTORS/DESIGNERS – Jenny Ström/Helena Thorsell
COPYWRITER – Christina Knight
ACCOUNT DIRECTOR – Martin Agebrandt
ACCOUNT MANAGER – Tina Solfeldt
CLIENT – The Swedish Advertising Association
MARKETING MANAGER – Bon-Hee Nilsson