2009 ECHO Award - AMDIA

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SILVER PFIZER WANTED TO LAUNCH CHAMPIX, A NEW SMOKING CESSATION TREATMENT AVAILABLE ONLY through a doctor’s prescription. Since the vast majority of Australian smokers turned to their pharmacists—not physicians—for assistance, Pfi zer designed a multichannel, direct-to-consumer campaign that would redirect smokers to their doctors for advice. Instead of the typical “You Can Do It!” campaign, Pfi zer took a “You Can’t Do It!” tact, using a character called the Master, a taunting voice aimed at piquing smokers’ resentment for being a nicotine addict. Within 12 months, 248,296 prescriptions were fi lled, meaning that Pfi zer had mobilized 7% of the Australian smoking population to try Champix. CAMPAIGN NAME – How Champix Outsmarted Cigarettes CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – Ursa Communications EXECUTIVE CREATIVE DIRECTOR – Denis Mamo CAMPAIGN PLANNER – Richard Wylie SENIOR COPYWRITER – Geoff Fischer SENIOR ART DIRECTOR – Helen Shortis ACCOUNT DIRECTOR – Vanessa Burrow SENIOR ACCOUNT MANAGER – Mariana Olliver CLIENT – Pfi zer MARKETING DIRECTOR – Mark Crotty CARDIOVASCULAR GROUP MARKETING MANAGER – John Dimopoulos TEAM LEADER – Champix – Vanessa McCutcheon BRONZE MERCK & CO., INC., IN MARKETING ITS ASTHMA CONTROLLER medication Singulair, needed to counter the fact that most people stopped taking their asthma medication after a few months because they felt better and, when necessary, used an inhaler for temporary relief. Using multiple but no paid media, Merck’s A.I.R. Program was designed to engage adults with asthma and caregivers of children with the chronic condition, provide a better understanding of asthma and lead to greater adherence. The campaign far exceeded expectations: More than nine out of 10 patients take Singulair every day, all year round, and 58,300 people enrolled in the A.I.R. Program. CAMPAIGN NAME – The A.I.R. Program—Singulair® CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – MicroMass Communications, Inc. DIRECTOR OF STRATEGIC PLANNING – Kelly Andrews ACCOUNT SUPERVISOR – Philip Mann ASSOCIATE CREATIVE DIRECTOR – Christopher Cannon SENIOR COPYWRITER – David Terrenoire ART DIRECTOR – Eric Connor DIGITAL DESIGNER – Ryan Stevens INTERACTIVE STRATEGIST – Benjamin Curtis SENIOR BEHAVIORIST – Kelly White 58 PHARMACEUTICAL / HEALTHCARE EVP, CLIENT SERVICES – John Grunstein PROJECT MANAGER – Adam Deuel CLIENT – Merck & Co., Inc. MARKETING MANAGER, RESPIRATORY MARKETING TEAM – Jeremy Sowers ASSOCIATE MARKETING MANAGER – Christine Steiner
GOLD LION NATHAN’S TOOHEYS EXTRA DRY (TED) WANTED TO LAUNCH A 696ml LONGNECK BOTTLE into a crowded longneck beer market, while also creating interaction between young adults and the brand. Because longneck bottles are sold in Australia in brown paper bags, Tooheys decided to own that bag by asking designers to create a bag based on a “696” theme. Tooheys also urged customers to visit its website to learn more and to enter a bagdesign competition. In the fi rst eight weeks, Tooheys sold 500,000 longneck bottles of TED. Also, visitors from 104 countries surfed to the website, with more than 2,000 entering the competition. CAMPAIGN NAME – TED696 Project CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – BMF EXECUTIVE CREATIVE DIRECTOR – Warren Brown CREATIVE DIRECTOR – Simon Langley DIGITAL CREATIVE DIRECTOR – Chris James ART DIRECTOR – Shane Bradnick COPYWRITER – Michael Canning INTERACTIVE ART DIRECTOR – Johnny Brian GROUP ACCOUNT DIRECTOR – Nick Garrett ACCOUNT DIRECTOR – Fleur Kennedy FLASH DEVELOPER – Ed Stuckey DIGITAL PRODUCER – Sora Nobari CLIENT – Lion Nathan MARKETING MANAGER – Dean Grice BRAND MANAGER – Piers Halleen PRODUCT MANUFACTURING AND DISTRIBUTION The Winning Design 59
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WINNERS PROGRAM 2009 1
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2009 SPECIAL AWARDS ECHO AWARDS BY
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O ONE AN TAKE OUR OMENT WAY. (( Unl
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Page 51 and 52: BRONZE GJENSIDIGE FORSIKRING WANTED
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2009 ECHO Award - AMDIA

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