2009 ECHO Award - AMDIA
2009 ECHO Award - AMDIA
2009 ECHO Award - AMDIA
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SILVER<br />
MICROSOFT NZ NEEDED TO REACH IT MANAGERS ABOUT ITS<br />
NEW VIRUS-FIGHTING WINDOWS SERVER 2008. To get their attention,<br />
it mailed in a vacuum pack a petri dish and live virus. In a few days, the virus<br />
spelled out in words how many viruses were in the IT managers, future: zero.<br />
Instructions sent IT managers online to learn more about Windows Server 2008.<br />
Further communications included<br />
blog seeding on key sites and<br />
podcasts, followed by mass media<br />
such as banner and print ads. The<br />
straightforward, edgy message<br />
achieved year-on-year growth<br />
of 70% for Microsoft’s security<br />
portfolio.<br />
IBM NEEDED TO SELL ITS HARDWARE INTERNET SECURITY<br />
DEVICE TO BUSINESS CLENTS. The market was unfamiliar with a<br />
one-device solution and was more accustomed to relying on a variety of<br />
solutions that were often software based. To contrast the product’s<br />
comprehensive and physical nature with other<br />
solutions, the campaign sent prospects a physical<br />
replica of the device, which served as a mailing<br />
box. Inside the box were six compartments, with<br />
each containing a brochure that explained a different<br />
aspect of equipment. This simulated look inside the<br />
device did the trick, generating 300% more booked<br />
meetings than a typical letter approach.<br />
CAMPAIGN NAME – One Box to Rule Them All<br />
BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Direct Mail<br />
AGENCY – OgilvyOne Worldwide<br />
CEO (IBM BUSINESS PARTNER) – Michael Albek<br />
IBM MARKETING MANAGER – Salina Rana<br />
KEY ACCOUNT DIRECTOR – Dan Forsberg<br />
COPYWRITER – Laila Lundgaard<br />
CREATIVE DIRECTOR – Ole Rydal<br />
PROJECT MANAGER – Birgitte Andersen<br />
PRODUCTION MANAGER – Jens Bang<br />
CLIENT – SecureDevice A/S & IBM Denmark A/S<br />
CAMPAIGN NAME – Microsoft Security “Virus”<br />
BUSINESS-TO-BUSINESS ADVERTISING<br />
MEDIUM – Multimedia<br />
AGENCY – Y&R<br />
SENIOR ACCOUNT MANAGER – Kylie Framp<br />
COPYWRITER – Matt Sellars<br />
ART DIRECTOR – Cory Bellringer<br />
CREATIVE DIRECTOR – Vaughn Davis<br />
ACCOUNT DIRECTOR – Justine Boyd<br />
PRODUCTION MANAGER – Shelly Cousins<br />
CHANNEL PLANNER – Matt O’Sullivan<br />
MEDIA GROUP HEAD – Anna Gethin-Jones<br />
MEDIA PLANNER/BUYER – Kelly Lee<br />
CLIENT – Microsoft NZ<br />
MARKETING COMMUNICATIONS MANAGER – Kylie Nelson<br />
MARKETING MANAGER, BREADTH – Brigitte Reed<br />
WINDOWS SERVER, MARKETING MANAGER – Tovia Va’aelua<br />
INFORMATION<br />
TECHNOLOGIES<br />
43
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