2009 ECHO Award - AMDIA

Recommendations

Info

SILVER CAJA MADRID WANTED TO PROMOTE ITS GREAT INTEREST RATE ON CDS, so it painted its new product as one that was driving the competition mad. The full spectrum of media portrayed bankers from other institutions desperate to fi nd a way to distract customers from Caja Madrid. Radio spots, for example, made veiled references to competitors and their paranoia that Caja Madrid was using subliminal ads. In addition, TV spots showed competitors frantic to outdo the bank but failing with silly giveaways and promotions. As a result of the multimedia campaign, new deposits beat goals by 150%. 40 CAMPAIGN NAME – Relax & Enjoy CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – Shackleton GENERAL CREATIVE DIRECTOR & COPYWRITER – Juan Nonzioli EXECUTIVE CREATIVE DIRECTOR & COPYWRITER – Juan Silva EXECUTIVE CREATIVE DIRECTOR – Alfonso Marián CREATIVE SUPERVISOR – Fede Arce COPYWRITER – Victor García-Hoz ART DIRECTOR – Celia Martínez, Nieves Barrajón, Ana Molina GRAPHIC PRODUCTION MANAGER – Itxaro Vicuña PRODUCTION ASSISTANT – Susana Herraez ACCOUNT MANAGER – Marta Gutiérrez ACCOUNT SUPERVISOR – Arancha Cebrián, Zaida Vázquez ACCOUNT EXECUTIVE – Joseba Irurzun INTERACTIVE EXECUTIVE CREATIVE DIRECTOR – Enric Nel-lo CLIENT – Caja Madrid CAMPAIGN NAME – Dollarmites Mission CONSUMER ADVERTISING MEDIUM – Direct Mail & Internet AGENCY – BMF COPYWRITER – Damon Porter ART DIRECTOR – Matt Rudd ASSOCIATE CREATIVE DIRECTOR – Brad Wagoner CREATIVE DIRECTOR – Dylan Taylor INTERACTIVE CREATIVE DIRECTOR – Chris James ART DIRECTOR – Craig Bailey COPYWRITER – Daniel Fryer FINANCIAL PRODUCTS AND SERVICES BRONZE COMMONWEALTH BANK OF AUSTRALIA WANTED TO ENGAGE WITH KIDS AND TEACH THEM HOW TO SAVE. Using the Dollarmites, a cast of animated characters from a long-running campaign, the bank drew youngsters online. An activity pack arrived in the mail with the monthly statement and provided clues to help kids fi nd the answers to questions. Properly answered questions revealed a secret code that kids could enter online to create their own avatar and begin their own online Dollarmites adventure. Kids spent an average of 12 minutes online, which was more than double the target. ACCOUNT DIRECTOR – Carine Wicks PRODUCER – Sora Nobari STRATEGIST – Melissa Bolling PRODUCTION – Nestor Moreno CLIENT – Commonwealth Bank of Australia CLIENT EXECUTIVE – Cecilia Fitzgerald
BRONZE GUARANTY BANK WANTED TO PROMOTE ITS FREE CHECKING ACCOUNT but faced competition from much larger competitors. To make itself heard, it used a multimedia campaign that presented angry “before” customers and then solutions from Guaranty Bank that created happy customers. Radio spots featured these scenarios, and mailings echoed the message. Prospects were asked to see for themselves what the bank could do for them and were directed online to tryabetterbank.com, or to local a banking center. In the six-month campaign period, the average number of free checking accounts per banking center rose 150%, compared with the previous year. CAMPAIGN NAME – Guaranty Checking Moment of Truth Campaign CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – TracyLocke-Los Angeles ASSOCIATE CREATIVE DIRECTOR – Karen Bowman ASSOCIATE CREATIVE DIRECTOR – Steve Peckingham SVP, MANAGING DIRECTOR – Judy Carpenito VP, GROUP DIRECTOR DATABASE MARKETING SERVICES – Tariq Ali MANAGEMENT SUPERVISOR – Kerry Quinn PRODUCTION DIRECTOR – Dee Ann Davis DANSKE BANK WANTED TO HELP PARENTS AND TEACHERS EDUCATE CHILDREN ABOUT MONEY. A corporate responsibility initiative that contained no direct advertising message reached out to schools and parents, not children directly. Parents and schools received letters explaining the importance of early fi nancial education. The campaign introduced the Moneyville game, which allowed children to have fun while learning where money comes from and how to use it responsibly. The campaign worked closely with parents and educators to create a joint effort. Online registration on the Moneyville site was 648% above target. CAMPAIGN NAME – Responsible Relationships BUSINESS-TO-BUSINESS AND CONSUMER ADVERTISING MEDIUM – Direct Mail & Internet AGENCY – Sepia A/S PARTNER, COPYWRITER – Helle Goodstein ART DIRECTOR – Torben Ulrik Sørensen CLIENT – Danske Bank MARKETING CONSULTANT – Lars Bøje Jepsen FINANCIAL PRODUCTS AND SERVICES SENIOR MARKETING ANALYST – Justin Hufnagel SENIOR DATABASE MARKETING MANAGER – Drew DeMasters CLIENT – Guaranty Bank ADVERTISING MANAGER – Chris Armstrong VP, MARKETING INTELLIGENCE – Gail Kriske CHIEF MARKETING OFFICER – John Wessman 41
Page 1: WINNERS PROGRAM 2009 1
Page 4 and 5: 2009 SPECIAL AWARDS ECHO AWARDS BY
Page 6 and 7: O ONE AN TAKE OUR OMENT WAY. (( Unl
Page 8 and 9: the cool beans group a marketing co
Page 10 and 11: There’s never been a better time
Page 12 and 13: S cie nce Direct thinking. It’s t
Page 14 and 15: DIAMOND AND A.EICOFF BROADCAST INNO
Page 16 and 17: ECHO SEARCH MARKETING AWARD BABYCEN
Page 19 and 20: ECHO GREEN MARKETING AWARD The new
Page 21 and 22: BRONZE BMW WANTED TO ENTICE PORSCHE
Page 23 and 24: leapagency.com.au
Page 25 and 26: SILVER TO PUBLICIZE ITS CAPABILITIE
Page 27 and 28: SILVER ROYAL MAIL WANTED TO EDUCATE
Page 29 and 30: BRONZE SHACKLETON WISHED TO SEND A
Page 31 and 32: BRONZE ROYAL MAIL WANTED TO ATTRACT
Page 33 and 34: SILVER SONY ERICSSON FACED STIFF CO
Page 35 and 36: BRONZE CEPSA HOPED TO SCORE THE ALL
Page 38: GOLD SULAMÉRICA SEGUROS HOPED TO R
Page 41: SILVER ANZ BANK WANTED TO DRAW YOUN
Page 45 and 46: SILVER MICROSOFT NZ NEEDED TO REACH
Page 47 and 48: BRONZE RESOURCE SITESEEING NEEDED T
Page 49 and 50: GOLD BLUE CROSS AND BLUE SHIELD OF
Page 51 and 52: BRONZE GJENSIDIGE FORSIKRING WANTED
Page 53 and 54: SILVER THE NORWEGIAN RED CROSS WANT
Page 55 and 56: SILVER THE CALIFORNIA STATE PARKS F
Page 57 and 58: SILVER NEW ZEALAND’S MINISTRY OF
Page 59 and 60: BRONZE WORLD VISION U.S.’S FLAGSH
Page 61 and 62: GOLD LION NATHAN’S TOOHEYS EXTRA
Page 63 and 64: BRONZE PANASONIC GERMANY WANTED TO
Page 65 and 66: GOLD RANDOM HOUSE MONDADORI S.A. WA
Page 67 and 68: BRONZE RANDOM HOUSE MONDADORI NEEDE
Page 69 and 70: SILVER IKEA WANTED TO DRAW THE ATTE
Page 71 and 72: GOLD TOURISM QUEENSLAND HAD A MISSI
Page 73 and 74: Visit us at Discover.com ©2009 Dis
Page 75 and 76: als being trained for the marketpla
Page 77 and 78: LEADERS Campaign Names are listed i
Page 79 and 80: OPERATION CHRISTMAS Information Tec
Page 81 and 82: FINALISTS Campaign Names are listed
Page 83 and 84: UNION FAMILY INSURANCE - SIMPLIFIED
Page 85 and 86: HOW ECHO JUDGING WORKS T he Interna
Page 87 and 88: Gloria Kurant Kurant Direct Inc. Ch
Page 89 and 90: OgilvyOne Worldwide, Malaysia Kuala
Page 91: 2009 ECHO WINNERS PROGRAM COPY - Do

2009 ECHO Award - AMDIA

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?