2009 ECHO Award - AMDIA

BRONZE
HENKEL IBÉRICA NEEDED TO PROMOTE ITS NEW
SCHWARZKOPF PROFESSIONAL ESSENITY LINE
to salons throughout Spain. To highlight that the product
was 100% natural and organic, the company sent salons
packages that opened like a fl ower. Inside, recipients found
what appeared to be a jar of conditioner, which actually
contained fertilized soil. Instructions asked recipients to
plant the letter in the jar and water it. The letter, which was
made from organic paper and contained seeds, soon sprouted
into a plant to represent the natural source of Essenity’s
ingredients. The campaign generated an 83% response rate
and surpassed initial sales goals by 127%.
CAMPAIGN NAME – Essensity
BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Direct Mail
AGENCY – Shackleton
GENERAL MANAGER – Albert Solé
CREATIVE DIRECTOR – Alex Reizabal
ACCOUNT MANAGER – Elisenda Porta
ACCOUNT EXECUTIVE – Estefania Cortes
ART DIRECTOR – Carles Morata
COPYWRITER – Beatriz Torres
CLIENT – Henkel Ibérica S.A. Schwarzkopf Professional
28
THE TH DIRECT MARKETING ASSOCIATION’S INTERNATIONAL ECHO
AW AWARDS needed to prove it was the premier competition for direct and interactive
marketing—not m
just for direct mail. A campaign featuring an ECHO-cardiogram
theme th kicked off at the ECHO Awards ceremony, where nurses passed out appointment
m cards to drive prospects online and provide contact information. Prospects
received re a direct mail package prescribing an ECHO-cardiogram test to determine
if their ideas were big enough for the ECHOs. A series of emails, a print ad, and a
delivery d of posters and easels to New York agencies also emphasized the power of
an a ECHO. Forty percent of entries came from digital agencies, and 32% of entries
were w from fi rst-time entrants.
CAMPAIGN NAME – ECHO-Cardiogram
BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Multimedia
AGENCY – MRM Worldwide
EVP, EXECUTIVE CREATIVE DIRECTOR – Richard Eber
ASSOCIATE CREATIVE DIRECTOR/COPY – Jon Tell
ASSOCIATE CREATIVE DIRECTOR/ART – Carol Sondesky
ART DIRECTOR/INTERACTIVE – Chris Silvestre
SVP, STRATEGIC PLANNING – David Huehnergarth
VP, ACCOUNT DIRECTOR – Ruth Landamia
CLIENT – The Direct Marketing Association
DIRECTOR OF AWARDS PROGRAMS – Barbara Parker
BUSINESS AND
CONSUMER SERVICES