2009 ECHO Award - AMDIA

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BRONZE PUMA WAS WELL-KNOWN IN ARGENTINA FOR ITS SPORTSWEAR FASHIONS yet was not much associated in the public’s mind with sports. PUMA wanted to change that perception and build a database of sports-oriented consumers. To meet these objectives, PUMA became the offi cial sportswear for Club Atlético Independiente, and created a campaign that invited soccer fans to take to the team’s playing fi eld wearing the new red PUMA jerseys. As a result, 148,000 guests visited the campaign’s website, 43,200 registered online, and 14,200 posted comments. Not only did PUMA succeed in linking its brand with football fans, but it sold-out all of its Independiente jerseys. CAMPAIGN NAME – Slap the Red On CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – DDB Argentina EXECUTIVE CREATIVE DIRECTOR – Pablo Batlle/Hernan Jauregui INTEGRATED COMMUNICATIONS MANAGER – Agustin Gosende CREATIVE DIRECTOR – Walter Ioli ART DIRECTOR – Maxi Ballarini, Barbara Marín, Fernando Frontiñan, Lucas Tonét, Jhon Prieto, Pablo Russo, Katerine Dossman COPYWRITER – Leandro Custo, Beto Cocito, Ariel Gonzalez, Pablo Lopez, Gastón Potasz UNILEVER CHALLENGED ITS VASELINE MARKETING TEAM TO CREATE AN ENGAGING DIGITAL EXPERIENCE, as part of a fully integrated campaign, to track the viral spread of a new product called Vaseline Clinical Therapy Lotion. Targeting women, Vaseline created the Prescribe the Nation website, a dynamic and engaging rich site experience that demonstrates the power of word of mouth via the digital channel. From one Alaskan woman’s experience with Clinical Therapy, the site went on to attract 671,587 visits. Site visitors sent 152,824 eCards, which virally promoted the lotion, and engaged in 45,000 video events. The total number of “prescriptions” exceeded 3 million. CAMPAIGN NAME – Vaseline—Prescribe the Nation CONSUMER ADVERTISING MEDIUM – Web Development AGENCY – Ogilvy New York VICE CHAIRMAN, GLOBAL DIGITAL – Jan Leth CREATIVE DIRECTOR – David Korchin ART DIRECTOR, ACD – Hyusun Alex Cho COPYWRITER, ACD – Anthony Whiteside AD OF TECHNOLOGY – Dan Curis SENIOR WEB DEVELOPMENT – Hon-Chih Chin SENIOR WEB DEVELOPMENT – Darian Trama SENIOR WEB DEVELOPMENT – Vitaliy Leokumovich MARKETING DIRECTOR – Danielle Gontier 62 PRODUCT MANUFACTURING AND DISTRIBUTION PRODUCER – Pablo Banchieri PLANNER – Ayelen Colombatto ACCOUNT EXECUTIVE – Paula Montes CLIENT – PUMA MARKETING MANAGER – Patricio Howlin PROJECT MANAGER – Laurie Mattera CLIENT – Unilever GLOBAL BRAND DEVELOPMENT DIRECTOR, VASELINE-UNILEVER – Fernando Machado GLOBAL SENIOR BRAND DEVELOPMENT MANAGER, VASELINE-UNILEVER – Alejandro Lozada GLOBAL SENIOR ASSISTANT BRAND DEVELOPMENT MANAGER, VASELINE-UNILEVER – Scott Stangeland
GOLD RANDOM HOUSE MONDADORI S.A. WAS PREPARING TO LAUNCH THE SIGNAL (La Señal), in Spain but the novel had a scientifi c, interactive plot that would appeal mainly to the techno-geek crowd, who typically spend more time online than browsing bookstores. To appeal to a technologically savvy audience, the publisher integrated the novel with the web, both starting and ending it online. In other words, Random House created a circular strategy that could take people from the website to the bookstore, or from the bookstore to the website. The Signal’s site was talked about in over 120 blogs and 20 media outlets. Altogether, 875,000 users were reached. CAMPAIGN NAME – THE SIGNAL CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – CP Proximity EXECUTIVE CREATIVE DIRECTOR – Eva Santos STRATEGIC PLANNING AND NEW MEDIA – Juanma Ramirez COPY – Alba Vence CREATIVE – Pablo Mateo CREATIVE – Liliana Tavares TECHNICAL DIRECTOR – Vicens Fayos ACCOUNT EXECUTIVE – Arantza Bilbao FRONT PROGRAMMING – Eduardo Galan FRONT PROGRAMMING – Bruno Mateos FRONT PROGRAMMING – Albert Espinosa DINAMIZATION AND PR – Sigfrid Marine CLIENT – Random House Mondadori S.A. MARKETING DIRECTOR – Florencia Graham PUBLISHING / ENTERTAINMENT 63
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WINNERS PROGRAM 2009 1
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2009 SPECIAL AWARDS ECHO AWARDS BY
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2009 ECHO Award - AMDIA

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