The 2012 PRO Awards Winners
The PRO Awards recognize outstanding promotion marketing in 27 categories. They are the benchmark for outstanding creativity in the marketing industry, as judged by a jury of independent experts. We are proud to announce the 2012 PRO Awards winners below! Please click on the links in the list to view a capsule description of each campaign that was in the running for top honors in that category. To listen to a replay of the PRO Awards winners’ webcast, please register here.
 BEST PROMOTION 2012Position for DSLRs Agency: Grey Alliance Client: Canon USA |
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| BEST MULTIDISCIPLINE PROMOTION  WINNER: Focus RallyAgency: Team Detroit Client: Ford2nd PLACE: Canon Regains #1 Leadership Position for DSLRs Agency: Grey Alliance Client: Canon USA3rd PLACE: Canhole Agency: Arc Worldwide/Leo Burnett Client: MillerCoors, Keystone LightHonorable Mention: Cottonelle Ultra Switch Agency: Tris3ct Client: Kimberly-ClarkBEST USE OF EVENT OR GUERRILLA MARKETING (FIVE OR LESS VENUES) WINNER: Super Mario 3D Land LaunchAgency: The Marketing Arm Client: Nintendo2nd PLACE: Consumer Cybercrime Index Launch Agency: AGENTX Client: Symantec3rd PLACE: MileagePlus Explorer Card Baggage Claim Agency: Source Marketing Client: Chase Card ServicesBEST USE OF EVENT OR GUERRILLA MARKETING (MORE THAN FIVE VENUES) WINNER: Philips LED Light ExperienceAgency: Source Marketing Client: Philips2nd PLACE: Oreo 100th Birthday Celebration Agency: DFCBX Client: Kraft3rd PLACE: Levi’s Mirror, Mirror… What’s My Curve ID? Agency: Grow Marketing Client: Levi Strauss & Co.Honorable Mention: Made For All Agency: Neverstop Client: UniqloBEST VEHICLE-BASED PROMOTION WINNER: Boardwalk Empire – Compliments of NuckyAgency: Civic Entertainment Group Client: HBO2nd PLACE: Pico De Gap Agency: A Squared Group Client: Gap3rd PLACE: Samsonite Tough Tour Agency: AMP Agency Client: SamsoniteHonorable Mention: USTA Smashzone Mobile Tour Agency: United States Tennis Association (USTA) Client: United States Tennis AssociationBEST SAMPLING OR TRIAL RECRUITMENT PROMOTION WINNER: Kikkoman – The Secret IngredientAgency: DraftFCB Client: Kikkoman Sales USA, Inc.2nd PLACE: Levi’s Mirror, Mirror… What’s My Curve ID? Agency: Grow Marketing Client: Levi Strauss & Co.3rd PLACE: Triscuit Home Farming Day Agency: Momentum Worldwide Client: Kraft Foods, TriscuitHonorable Mention: The PEN Ready Project Agency: Mullen and Grand Central Marketing Client: OlympusBEST INCENTIVE PROMOTION WINNER: Call of Duty Pre-Order CampaignAgency: The Marketing Arm Client: GameStop2nd PLACE: My Coke Rewards Million Point Giveaway Agency: The Marketing Store Client: Coca-Cola3rd PLACE: Gears of War 3 Pre-Order Campaign Agency: The Marketing Arm Client: GameStopHonorable Mention: EA SPORTS – Look and Play Like a Winner Agency: EA SPORTS, Gillette, Walmart, SonyPlaystation Client: EA SPORTSBEST CAUSE-BASED PROMOTION WINNER: Play Today, Illuminate TomorrowAgency: The Marketing Arm Client: State Farm 2nd PLACE: 7 Wonders of the U.S.A. Teacher Tour Agency: Wunderman3 Client: Hostess Brands3rd PLACE: Focus Bonus Drive Agency: Team Detroit Inc. Client: Ford Motor CompanyHonorable Mention: Believe in Heroes® Campaign Agency: Acosta Marketing Group (AMG) Client: Wounded Warrior ProjectBEST SPONSORSHIP OR TIE-IN PROMOTION WINNER: CONAN / AT&T Blimp SponsorshipAgency: Turner Broadcasting Ad Sales Client: AT&T2nd PLACE: Crash the Super Bowl Agency: The Marketing Arm Client: Doritos3rd PLACE: Call of Duty Rank Up Agency: The Marketing Arm Client: DoritosHonorable Mention: Pepsi X Factor Sponsorship Activation Agency: PGW Experience Client: PepsiCoBEST PROMOTION THAT USES A HOLIDAY THEME IN ITS PROMOTION WINNER: UL Commit a Minute to Safety 2011Agency: MSLGROUP Client: UL2nd PLACE: The More, the Merrier Agency: Tenthwave Client: eBay3rd PLACE: Sonicare ‘Unwrap the Love’ Holiday Promotion Agency: Marketing Drive, Carat Client: PhilipsHonorable Mention: Being Human S2 Temptation Campaign Agency: Syfy Client: Syfy |
BEST USE OF PUBLIC RELATIONSWINNER: Canon Regains #1 Leadership Position for DSLRs Agency: Grey Alliance Client: Canon USA2nd PLACE: Oreo 100th Birthday Celebration – US Execution Agency: Weber Shandwick Client: Kraft Foods3rd PLACE: Hilton Huanying Agency: Hilton Hotels & Resorts Client: Hilton Hotels & ResortsHonorable Mention: UL Commit a Minute to Safety 2011 Agency: MSLGROUP Client: ULBEST USE OF GAMES, CONTESTS AND SWEEPSTAKES WINNER: You Want McDonald’s Fries With ThatAgency: Arc Worldwide/Leo Burnett Client: McDonald’s 2nd PLACE: Focus Rally Agency: Team Detroit Client: Ford Motor Company3rd PLACE: Danimals ‘Rally for Recess’ Agency: Marketing Drive, Possible Worldwide Client: The Dannon CompanyHonorable Mention: Levi’s Mirror, Mirror… What’s My Curve ID? Agency: Grow Marketing Client: Levi Strauss & Co.MOST INNOVATIVE COMMUNICATION STRATEGY WINNER: Swamp People Season 3Agency: Civic Entertainment Group, 30Sixty Client: HISTORY2nd PLACE: A Better Way to Tailgate Agency: MSL New York Client: Procter and Gamble3rd PLACE:Latte Love Agency: Draftfcb Client: MilkPEPHonorable Mention: HP Spectre & Tiesto CES Launch Agency: Infinity Marketing Team Client: Hewlett Packard CompanyBEST MULTICULTURAL/ETHNIC PROMOTION WINNER: Juega Hoy. Ilumina el Mañana.Agency: The Marketing Arm Client: State FarmHonorable Mention: ¡Emboricuate! Agency: The Integer Group Client: MillerCoors Brewing Company2nd PLACE: Hidden C Agency: Arnold Worldwide Client: Vertex Pharmaceuticals3rd PLACE: Kleenex “Atrapa-Estornudos” (Sneeze Catchers) Agency: MASS Hispanic Client: Kimberly-Clark: Kleenex BrandBEST PROMOTION TARGETING A SPECIFIC DEMOGRAPHIC WINNER: Can HuntAgency: Arc Worldwide/Leo Burnett Client: MillerCoors, Keystone Light2nd PLACE: Call of Duty Rank Up Agency: The Marketing Arm Client: Doritos3rd PLACE: Canhole Agency: Arc Worldwide/Leo Burnett Client: MillerCoors, Keystone LightHonorable Mention: Levi’s Mirror, Mirror… What’s My Curve ID? Agency: Grow Marketing Client: Levi Strauss & Co.BEST PROMOTION GENERATING BRAND AWARENESS WINNER: Canon Regains #1 Leadership Position for DSLRsAgency: Grey Alliance Client: Canon USA2nd PLACE: Focus Rally Agency: Team Detroit Client: Ford Motor Company3rd PLACE: Cool Jobs with Mario Batali Agency: The Marketing Arm Client: Monster.comHonorable Mention: Jane’s Addiction Comes Alive Agency: Momentum Worldwide Client: LG Electronics Mobile North AmericaBEST DEALER, SALES FORCE OR B2B PROMOTION WINNER: The PO Box – Your Other AddressAgency: Draftfcb Client: U.S. Postal Service2nd PLACE: Cisco GSX 2011 Agency: George P. Johnson Client: Cisco3rd PLACE: Owners Access Agency: Upshot Client: Hilton WorldwideHonorable Mention: Unilever Sandwich Pro Agency: Ryan Partnership Client: UnileverBEST RETAIL PROMOTION WINNER: Pets Love WalmartAgency: Catapult Action Biased Marketing Client: Mars Petcare2nd PLACE: Call of Duty Pre-Order Campaign Agency: The Marketing Arm Client: GameStop3rd PLACE: Gears of War 3 Pre-Order Campaign Agency: The Marketing Arm Client: GameStopHonorable Mention: Warriors in Pink and Lifetime’s Five Agency: Team Detroit Client: Ford Motor Company Warriors in PinkBEST PROMOTION ON A BUDGET (UNDER $250,000) WINNER: Can HuntAgency: Arc Worldwide/Leo Burnett Client: MillerCoors, Keystone Light2nd PLACE: You Want McDonald’s Fries With That Agency: Arc Worldwide/Leo Burnett Client: McDonald’s3rd PLACE: Dockers Are You an Alpha Fan? Agency: Grow Marketing Client: Dockers/Levi Strauss & Co.Honorable Mention: Fun Fresh Talent Agency: Noise Digital Client: Tic Tac Canada |
BEST IDEA OR CONCEPTWINNER: Canhole Agency: Arc Worldwide/Leo Burnett Client: MillerCoors, Keystone Light2nd PLACE: Cup of Misfit Pens Agency: TRIS3CT Client: Newell Rubbermaid Office Products3rd PLACE: 7 Wonders of the U.S.A. Teacher Tour Agency: Wunderman3 Client: Hostess BrandsHonorable Mention: Play Today, Illuminate Tomorrow Agency: The Marketing Arm Client: State FarmBEST WEB-BASED PROMOTION WINNER: Focus RallyAgency: Team Detroit Client: Ford2nd PLACE: You Want McDonald’s Fries With That Agency: Arc Worldwide/Leo Burnett Client: McDonald’s 3rd PLACE: 7 Wonders of the U.S.A. Teacher Tour Agency: Wunderman3 Client: Hostess BrandsHonorable Mention: Disney Cruise Adventure Agency: Prizelogic Client: Disney Cruise LineBEST MOBILE PROMOTION WINNER: Glamour and SpyderLynk Buy-it-Now CampaignAgency: SpyderLink Client: Glamour Magazine2nd PLACE: LG U.S. National Texting Championship Agency: Alcone Client: LG MobileComm USA3rd PLACE: Sony Pictures – Arthur Christmas: Naughty or Nice Agency: Nickelodeon Client: Sony PicturesHonorable Mention: Magnum Ice Cream: Pleasure Personified Agency: Ryan Partnershiip Client: Unilever BEST USE OF SOCIAL MARKETING IN A PROMOTION WINNER: White Sock ContestAgency: PHD Client: Bissell2nd PLACE: Cha-Ching! Facebook Campaign Agency: redpepper Client: Kirkland’s3rd PLACE: You Want McDonald’s Fries With That Agency: Arc Worldwide/Leo Burnett Client: McDonald’sHonorable Mention: The PEN Ready Project Agency: Mullen and Grand Central Marketing Client: OlympusBEST USE OF VIDEO IN A PROMOTION WINNER: Inside Every Good Dog is a Great DogAgency: Arc Worldwide/Leo Burnett Client: Nestle Purina, Pro Plan2nd PLACE: Cup of Misfit Pens Agency: TRIS3CT Client: Newell Rubbermaid Office Products 3rd PLACE: UL Commit a Minute to Safety 2011 Agency: MSLGROUP Client: ULHonorable Mention: True Blood S4 Immortalize Yourself Agency: HBO Client: In-House BEST USE OF BRANDED WEB GAME(S) WINNER: Dip-A-DripAgency: The Integer Group Client: 7-Eleven2nd PLACE: Jameson 1780 Agency: Evolution Bureau Client: Pernod Ricard USA3rd PLACE: Go for the Emerald Agency: The Marketing Arm Client: oneworld AllianceHonorable Mention: BNCM: Norton Security Campaign Agency: Barnes & Noble College Marketing Client: Barnes & Noble College MarketingBEST CROSS-PLATFORM PROMOTION USING INTERACTIVE CHANNELS WINNER: The PEN Ready ProjectAgency: Mullen and Grand Central Marketing Client: Olympus2nd PLACE: Inside Every Good Dog is a Great Dog Agency: Arc Worldwide/Leo Burnett Client: Nestle Purina, Pro Plan3rd PLACE: Canhole Agency: Arc Worldwide/Leo Burnett Client: MillerCoors, Keystone LightHonorable Mention: Magnum Ice Cream: Pleasure Personified Agency: Ryan Partnership Client: UnileverBEST CREATIVE WINNER: Canon Regains #1 Leadership Position for DSLRsAgency: Grey Alliance Client: Canon USA2nd PLACE: Can Hunt Agency: Arc Worldwide/Leo Burnett Client: MillerCoors, Keystone Light3rd PLACE: Jameson 1780 Agency: Evolution Bureau Client: Pernod Ricard USAHonorable Mention: Made For All Agency: Neverstop Client: Uniqlo |
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TESTIMONIALS FROM PAST WINNERS
Past Winners
View the 2011 PRO Award winners here!
Missed the Winner’s Announcement and Presentation? View it on-demand here!
View the 2010 PRO Award winners
View the 2009 PRO Award winners
Have Questions about the PRO Awards? Email Maureen Van Kuren or call 203-899-8487.