2009 ECHO Award - AMDIA

BRONZE
RESOURCE SITESEEING NEEDED TO EDUCATE
FINANCIALINSTITUTIONSABOUT ITS SERVICE.
The company’s service monitors a client’s website
from the perspective of a user, assessing the
site’s availability and its effect on the user’s
experience. The campaign began by monitoring
the publicly accessible areas of top fi nancial
institution sites and then ranked the results. Next,
a customized dimensional mailing revealed the
top two fastest sites and compared them with the
recipient’s site. The mailing also included a small
chronometer to emphasize how every second lost
could mean lost customers. Efforts paid off with a
response rate of 38%.
CAMPAIGN NAME – Chronometer
BUSINESS-TO-BUSINESS ADVERTISING
MEDIUM – Direct Mail &Website
AGENCY – e|ou Marketing de Relacionamento
PLANNING DIRECTOR – Eduardo Soutello
CREATIVE DIRECTOR – Eduardo Rodrigues
ACCOUNT MANAGER – Ana Paula Morales
ART DIRECTOR – Felix Martins
MICROSOFT WANTED TO GAIN
NEW CUSTOMERS FOR adCENTER,
ITS PAID-SEARCH ADVERTISING
SERVICE. It chose a fun approach to
reach prospects, mailing a package with
a die-cut message on the outside. Inside,
recipients found the die-cut words, including
their names, were part of a sheet of
detachable, colorful magnets that each bore
a word. Customized printing allowed for
highly relevant keywords to be included.
Follow-up efforts such as emails and
postcards included the colorful keyword
graphics and educated prospects about
adCenter’s services. The sign-up rate for
adCenter was 32% above target and costper-acquisition
was 30% below target.
CAMPAIGN NAME – Fun with Keywords
BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Multimedia
AGENCY – Wunderman
CHIEF CREATIVE OFFICER – Nick Moore
ASSOCIATE CREATIVE DIRECTOR – David Reitman
ART DIRECTOR – Steve Hendersen
GROUP ACCOUNT DIRECTOR – Barry Silverman
COPYWRITER – Thais Fabris
WEB – Diogo Pace
GENERAL DIRECTOR – José Angelo Zanuto
MARKETING MANAGER – Luciana Khair
CLIENT – Resource SiteSeeing
MANAGEMENT SUPERVISOR – Colin Kane
ACCOUNT SUPERVISOR – Marc Bridgeman
GROUP DIRECTOR – Gregg Hamilton
CLIENT – Microsoft
INFORMATION
TECHNOLOGIES
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