2009 ECHO Award - AMDIA

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GOLD 66 RETAIL / DIRECT SALES CEPSA CEP HOPED TO GET A JUMP ON THE COMPETITION BY GAINING MOTORCYCLE OWNERS’ fi rst lubricant orders of o the season. Cepsa knew that caring for a motorcycle wasn’t just maintenance, m it was a statement of personality and identity— so s its campaign presented the idea of “Motortherapy.” A mailing sent s to bike owners included a tuning fork used to achieve the perfect p engine sound, along with a CD of ten legendary motorcycles and an their sounds. To introduce prospects to Cepsa products, a brochure b was included that invited them to visit the Motortherapy site. s Online and print ads also drew prospects. The campaign purred like a well-tuned engine, lifting lubricant orders 11.2%. CAMPAIGN NAME – Motortherapy BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Multimedia AGENCY – Shackleton GENERAL G CREATIVE DIRECTOR – Juan Nonzioli EXECUTIVE CREATIVE DIRECTOR – Alfonso Marián CREATIVE DIRECTOR & COPYWRITER – Antonio Herrero COPYWRITER – Raúl Lazcano ART DIRECTOR – Alfredo Ustara GRAPHIC PRODUCTION MANAGER – Itxaro Vicuña PRODUCTION ASSISTANT – Susana Herráez AUDIOVISUAL PRODUCTION MANAGER – Manuela Zamora ACÓN PRODUCER – Pablo García ACCOUNT MANAGER – Sebastián Torme ACCOUNT EXECUTIVE – Eduardo Baigorri CLIENT – Cepsa
SILVER IKEA WANTED TO DRAW THE ATTENTION OF CONSUMERS WHO WOULD BE INTERESTED IN STORAGE SOLUTIONS. Naturally, their key audience included many people who live in smaller apartments. A campaign combined the idea of storage and apartments by transforming an entire apartment building into monumental IKEA drawers and boxes on a busy Frankfurt street. IKEA representatives were put on location to hand out catalogs and response postcards. The event provided exposure to 12,000 passersby each day and generate local media attention. Postcards returned a response rate of nearly 18%, and the local Ikea store reported a marked rise in store traffi c. CAMPAIGN NAME – IKEA “Bigger Storage Ideas” Sampling Event CONSUMER ADVERTISING MEDIUM – Alt./Insert Media & Other AGENCY – OgilvyOne worldwide GmbH EXECUTIVE CREATIVE DIRECTOR – Michael Koch CREATIVE DIRECTOR – Thomas Hofbeck CREATIVE DIRECTOR – Lars Huvart PRODUCTION – Fabian Schrader ART BUYING – Martina Diederichs ART BUYING – Caroline Walczok RETAIL / DIRECT SALES THE TH WAREHOUSE LIMITED WANTED TO DRAW MORE MMALE CUSTOMERS TO ITS STORES. Tapping its email database, da the company sent offers to help men impress their special someone so on Valentine’s Day. The email asked men to register online and an write a personalized message to their loved one. The email also provided p special offers, including one for an all-important webcam. On O Valentine’s Day, men simply had to hold a coded ad from the newspaper n in front of their webcam to launch a customized Valentine V for their sweetheart. The launch email had an astounding 48% open rate and 58% click-through, and Valentine’s Day sales rose signifi cantly. CAMPAIGN NAME – Get In On the Secret, Part 2 CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – Aim Proximity CREATIVE DIRECTOR – Dave King HEAD OF INTERACTIVE ART – Aaron Goldring DIGITAL PRODUCER PRODUCE – Andrew Simpson DIGITAL PRODUCER PRODUCE – Amanda Theobald SENIOR DIGITAL DDESIGNER – Jason Vertongen TECHNOLOGY PLANNER PLA – Ian Hulme ART DIRECTOR – Dan Fastenedge ACCOUNT MANAGER – Karen Boulton ACCOUNT SUPERVISOR – Marco Bisello ACCOUNT EXECUTIVE – Sascha Riedel CLIENT – Ikea Deutschland GmbH & Co. KG PROJECT MANAGER MARKETING – Jens Helfrich ACCOUNT EXECUTIVE – Patrick Rowley WEB DEVELOPER – Cameron Crosby WEB DEVELOPER – Robin Southgate WEB DEVELOPER – Bruno Imbrizi CLIENT – The Warehouse Limited 67
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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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the cool beans group a marketing co
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There’s never been a better time
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S cie nce Direct thinking. It’s t
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DIAMOND AND A.EICOFF BROADCAST INNO
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ECHO SEARCH MARKETING AWARD BABYCEN
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2009 ECHO Award - AMDIA

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