Celebrating the Best

Posted on November 1, 2003 by Chief Marketer Staff

Once a year, marketers get to celebrate the very best in promotion and integrated marketing. The PRO Awards reflect the highest industry standards of strategic relevance, originality, creative execution and effectiveness. This year, nearly 400 entries were received — a participation rate that was up 60% over last year’s program.

Not only did the judges have more entries to consider this year, but the PRO Awards has also added categories. These were: Best Campaign on a Budget Under $50,000; Best Use of Mobile Marketing; and Event campaigns have been divided into those fielded in 5 Venues or Less, and those run in More than 5 Venues. As a result, PRO Awards are now judged in 18 marketing categories.

And what work it was! The judges were repeatedly impressed by the creativity, innovation and sheer daring of these campaigns. Those who were returning to the role said this was the strongest body of work they had judged in several years. So cheers to all those who entered this year’s PROs — keep on showing us your best!

Best Multidiscipline Campaign

FIRST PLACE

WONKAaahh!!!
Client: Nestlé/Wonka Candies
Agency: Frankel

This lesser-known division of candy manufacturer Nestlé grabbed loads of attention from children and tweens (aged 10 to 12) — its key demographic — with its innovative screaming candy packaging, accented with screaming contests staged at theme park roller coaster venues. An instant-win game (those who opened the 200 screaming packs), with on-pack and in-store support, drove a 57% increase in sales, creating $6 million in incremental revenue. As the judges said, “Wonka used its own assets.

They’re a small player, but they got great merchandising and a huge lift from this campaign.”

SECOND PLACE

Live From Times Square
Client: National Football League
Agency: In-house

THIRD PLACE

Stoli — Look Beneath the Surface
Client: Allied Domecq
Agency: LIME Public Relations & Promotions

HONORABLE MENTION:

Do You Know a Brawny Man?
Client: Georgia-Pacific
Agency: DVC Worldwide

Best Use of Event Marketing in Five or Less Venues

FIRST PLACE:

Kickoff 2002 Live from Times Square
Client: National Football League
Agency: in-house

Intended to lift the New York City tourism scene from its post-Sept. 11 malaise, this pre-season party in Times Square was broadcast to the entire country and gave professional football a much-needed shot in the arm. Sweeps, merchandising, Internet integration and, oh yes, lots of television coverage of the street concert featuring Bon Jovi, and other musicians, as well as thousands of adoring fans in the streets of the Big Apple. As the judges noted, “The NFL Kickoff gave ‘Opening Day’ meaning and helped New York City when the city needed it. This was huge. And it should be — it’s the NFL.”

SECOND PLACE:

Loews Cineplex “ReelMoms”
Client: Loews Cineplex
Agency: Marinelli Communications

THIRD PLACE:

Snuggle Fiesta del Cariño Hispanic
Laundromat Party
Client: Unilever/Snuggle
Agency: Mass Promotions

HONORABLE MENTION:

Oxygen: Addicted to Love
Client: Oxygen Media
Agency: The GEM Group

Best Use of Event Marketing More than 5 Venues

FIRST PLACE:

Mobile Investigation Unit
Client: Court TV
Agency: The Michael Alan Group

Calling all would-be detectives, ages eight to 88! The law-and-order cable TV channel spurred interest in its Forensic Files via hands-on opportunities with crime-solving techniques. The tour included a partnership with KlaasKids, a nonprofit organization committed to child safety, free digital fingerprinting to families and child safety education. Branded vehicles were modified for local affiliates and sponsors. Families set out to determine “Who stole the cookies from the cookie jar,” using the science seen in the show.

This promotion impressed the judges as a creative program with a small budget that went a long way to make science fun for the whole family.

SECOND PLACE:

Route 2002: An American Road Trip
Client: DaimlerChrysler
Agency: BBDO Detroit

THIRD PLACE:

Snapple Dye Hard Tour
Client: Snapple
Agency: Marketing Werks

HONORABLE MENTION:

Matchbox Across America 50th
Birthday Celebration
Client: Mattel
Agency: Source Marketing

Best Mobile Marketing Program

FIRST PLACE:

HP Bringing It Home Tour
Client: Hewlett Packard
Agency: AMP

Product trials via a truck in the parking lot are nothing new — but when the products are as complex and integrated as these personal technology products from HP, “hands-on experience” climbs to a whole new level. The goal of this mobile product showcase, which toured 261 retailers in the U.S., Canada and Puerto Rico, was to make the complexity seem approachable and simple. According to audience polls, this event succeeded in hitting that mark. As the judges said, this was a massive campaign to pull off with all those moving parts. The results: $63 million in incremental consumer sales directly attributable to the tour; $28 million in extra sales in the three months after the tour; and $35 million in incremental sales six-to-nine months out from the event.

SECOND PLACE:

Dying for a Smoke?
Client: Illinois Department of Health
Agency: Upshot

THIRD PLACE:

Mobile Investigation Unit
Client: Court TV
Agency: The Michael Alan Group

HONORABLE MENTION:

Chevrolet Olympic Torch Relay
Client: Chevrolet Motors
Agency: Campbell-Ewald

Best Use of Direct Marketing

FIRST PLACE:

Lexus Lap of Luxury
Client: Lexus
Agency: PowerPact LLC

Upscale women jumped at the chance to win visits to Aveda spas in exchange for test drives or outright purchases. After all, one judge said, “Luxurious treatment is what this brand is all about.” A propensity model, using lifestyle, demographic and vehicle ownership data, flagged potential participants. Spas shared databases to identify those most likely to purchase a luxury vehicle. The effort achieved 474% of the sales goal, based on vouchers redeemed and a mail file match to clients. A total of 237 vehicles were sold in the two markets as a result of the spa offer. (Hint: The judges thought this campaign could earn similar results in a nationwide rollout.)

SECOND PLACE:

Little People First Birthday Club
Client: Fisher Price
Agency: Eric Mower & Associates

THIRD PLACE:

Camp Jeep
Client: DaimlerChrysler/Jeep
Agency: BBDO Detroit

HONORABLE MENTION:

Mariah’s Strong Return
Client: Universal Music Group
Agency: In-house

Most Innovative Communication Strategy

FIRST PLACE:

Meow TV
Client: Meow Mix Co.
Agency: LIME Public Relations & Promotions

Yes, according to research, cats actually enjoy watching television — and the “people they tolerate” in their lives want to support feline happiness.

Building on the insight that people who own cats are truly obsessed about them, Meow Mix cat food has moved beyond just cat food to all cats, all the time, via its new cable channel. With (sandpapery) tongue firmly in cheek, the channel offers up such viewing treats as “Cat Yoga,” cat interviews and more.

The judges enjoyed the content of this campaign and were impressed by the goal of establishing “a cat lifestyle brand.” Meow TV now drives retail sales and on-box promotions of the food products; it also allows the company to seed new products and open international markets.

SECOND PLACE:

There’s a Rainbow on My Plate
Client: Produce for Better Health Foundation
Agency: Swardlick Marketing Group

THIRD PLACE:

CDC Youth Media Campaign
Client: Centers for Disease Control and Prevention
Agency: Frankel

HONORABLE MENTION:

Sony Ericsson City Jack
Client: Sony Ericsson
Agency: Fathom Communications

Best Use of Interactive Media

FIRST PLACE:

Make Your Mark
Client: Sony
Agency: Brand Buzz

The Sony brand became integrated with filmmaking in this campaign, which asked aspiring filmmakers to use its digital technology to express themselves. Said the judges, this campaign “pulsed” with the brand, with ties to local and regional film festivals. Using online channels, the program won over “influentials.”

SECOND PLACE:

Heineken Trimester CD
Client: Heineken USA
Agency: Ryan Partnership

THIRD PLACE:

My What a Kiss
Client: Coty
Agency: Entertainment Marketing, Inc.

HONORABLE MENTION:

7Up Breakout Sessions E-CD
Client: Dr Pepper/Seven Up Cos.
Agency: Disc Marketing/Equity Marketing

Most Effective Long-term Campaign

FIRST PLACE:

Take Flight with Red Baron
Client: Schwan’s Food Service
Agency: Noble & Associates

Aimed at both Red Baron food service providers in school markets and the end-user students, this well-conceived campaign offered a food conference trip to the food staff and a nifty airplane kit P-O-P to the hungry customers. As one judge said, “They thought this one through end to end.” Another thought it beautiful in its simplicity, and incredibly effective, especially on a very small budget, with great resonance at grocery. After two years in the field, the campaign keeps cookin’, with case sales up 154% over projections, and server participation up 216% over the previous year.

SECOND PLACE:

Kellogg’s American Dream Promotion
Client: Kellogg Co.
Agency: Draft

THIRD PLACE:

Camp Jeep
Client: DaimlerChrysler/Jeep
Agency: BBDO Detroit

HONORABLE MENTION:

Ulitmate Air & Ground Campaign
Client: Federal Express
Agency: Velocity Sports & Entertainment

Best Campaign Generating Brand Awareness and Trial Recruitment

FIRST PLACE:

AT&T Wireless American Idol Sponsorship
Client: AT&T
Agency: Einson Freeman

They didn’t bring along a recent winner, but in their acceptance the folks at Einson Freeman raved about the delights of working with risk-ready client AT&T.

This wasn’t the first campaign to incorporate text messaging, but AT&T’s promotion arguably put the technology on the map with the American public, who eagerly texted in to vote their choices in the popular talent competition. As the judges said, “AT&T took a new technology people are tentative about trying and gave it a kick start. It’s a great tie-in with the property. This has been the watershed event for text messaging in the U.S.”

By May 6, 2003, of the 18 million votes per week cast by the American Idol audience, 15% were via AT&T text messaging. The AT&T sweeps portion of the program had participants sending 23 messages on average. Special note: One-third of all TM participants had never sent a text message before AI gave them a chance to vote via phone!

SECOND PLACE:

Do You Know a Brawny Man?
Client: Georgia-Pacific
Agency: DVC Worldwide

THIRD PLACE:

Be a Prom Star
Client: Gingiss Formalwear
Agency: Frankel

HONORABLE MENTION

Who Brought the Donuts?
Client: Dunkin’ Donuts
Agency: WatersMolitor

Best Campaign Generating Brand Volume

FIRST PLACE:

WONKAaahh!!!
Client: Nestlé / Wonka Candies
Agency: Frankel

See p. 42.

SECOND PLACE:

Do You Know a Brawny Man?
Client: Georgia-Pacific
Agency: DVC Worldwide

THIRD PLACE:

Georgia Getaways
Client: Georgia Department of Industry, Trade and Travel
Agency: Ventura & Co.

HONORABLE MENTION:

Power Up with the New & Improved CopperTop
Client: Gillette Co./Duracell
Agency: Circle One

Best Campaign Generating Brand Loyalty

FIRST PLACE:

Little People First Birthday Club
Client: Fisher Price
Eric Mower & Associates

Fisher-Price wanted to reach parents for its Little People toys. This continuity program offers a free First Birthday Kit, including a guide to the perfect party, dollars-off coupons and nine Little People-themed invitations, to be customized with a picture of baby. Eastman Kodak provided a photo coupon to complete the invitations. The judges saw this as a great way to build loyalty on an emotional level, and a good stepping stone to other Fisher Price products. “The birthday invitations create 11 ambassadors for the brand. And the picture invitations are a great touch.”

SECOND PLACE:

The Starbucks Stirs You, Vespa Moves You Sweepstakes
Client: Starbucks
Agency: Marden-Kane

THIRD PLACE:

Camp Jeep
Client: DaimlerChrysler/Jeep
Agency: BBDO Detroit

HONORABLE MENTION:

Dole MyGreens
Client: Dole Fresh Vegetables Co.
Agency: Seismicom, Inc.

Best Business-to-Business Promotion

FIRST PLACE:

Upfront Skit
Client: Court TV
Agency: The Michael Alan Group

The ad sales team from the cable channel played with the minds of its prospective advertisers during presentations staged during the lead up to its new TV season. At these meetings, Court TV’s director of sales was suddenly interrupted by two “cops” looking for a suspect accused of over-buying Court TV. They then picked the suspect out of the crowd and proceeded to question her — in front of agency buyers.

In a staged turnaround, the buyer then stood up to the cops — using Court TV’s own PowerPoint presentation to prove that Court TV was a wise ad buy.

As the judges saw it “This was a traveling, live brochure, especially well executed.” Another said, “It was way out of the box — well-crafted and creative.”

SECOND PLACE:

Zings Appetizer Product Launch
Client: Schwan’s Food Service
Agency: Noble & Associates

THIRD PLACE:

Golfweek Relaunch Program
Client: Golfweek Magazine
Agency: In-house

HONORABLE MENTION:

Red and Yellow’s Fundraising Solution
Client: Masterfoods
Agency: Draft

Best Account-Specific Campaign

FIRST PLACE:

Wal-Mart 2002 Veterans Day Promotion
Client: Eastman Kodak
Agency: Idea Connections

Wal-Mart, which prizes community involvement, honored veterans with this month-long in-store promotion using Kodak Picturemaker machines. In the lead up to Veteran’s Day, customers were invited to post photos in the local stores of military family members, past and present, in an All-American celebration of those in uniform. To add value, each participant was given a “badge of honor” made of a pin-on plastic sleeve that could hold the family member’s photo. Results? One store put more than 1,000 photos on display during the promotion. Wal-Mart Director of Photo Centers called it “the most successful Veteran’s Day event of the past four years.”

SECOND PLACE:

Scotts Garden Party
Client: Scott’s Miracle Grow
Agency: U.S. Concepts, Inc.

THIRD PLACE:

The Great Grocery Giveaway
Client: A&P
Agency: The A Team

HONORABLE MENTION:

Kris Kringle Private Elf
Client: Court TV
Agency: In-house

Best Dealer or Sales Force Campaign

FIRST PLACE:

Breast Cancer Awareness
Client: Aventis Pharmaceuticals
Agency: PowerPact LLC

A tactful and effective campaign from pharmaceutical marketer Aventis, this promotion was designed to support patients through their cancer treatment and facilitate dialogue with the medical team. It allowed reps to offer information kits on support groups, phone cards to help patients stay in touch with family and friends and even coupons for taxi rides to keep office appointments. The judges were impressed by the program’s insights into how doctors and nurses deal with patients, and especially how the marketers implemented these insights with sensitivity.

SECOND PLACE:

Whirlpool Super Sunday Champions
Client: Whirlpool Corp.
Agency: Strategic Marketing Resources

THIRD PLACE:

RadioShack Monopoly “Go for the Dough” 2
Client: RadioShack
Agency: Promotion Group Central

HONORABLE MENTION:

Heineken Trimester CD
Client: Heineken USA
Agency: Ryan Partnership

Best Small Budget Campaign (Under $50,000)

FIRST PLACE:

Forensics Day
Client: Court TV
Agency: The Michael Alan Group

By funding a free, desperately needed educational tool for high school science teachers across the country, Court TV provided a pactical curriculum, built public support for science in schools — and won itself millions of brand impressions. This grassroots campaign, using both event and direct marketing approaches, included press coverage for as many Forensics in the Classroom schools and teachers as possible, drawing attention to the plight of under-funded science programs.

As one judge said, “Kids don’t tend to like science, but this program made it interesting. This is a good idea with lots of legs.”

SECOND PLACE:

Krispy Kreme Store Opening, Springfield, MO
Client: Krispy Kreme
Agency: Noble & Associates

THIRD PLACE:

Wise Snacks Superstars
Client: Wise Foods
Agency: Eric Mower & Associates

HONORABLE MENTION:

Mariah’s Strong Return
Client: Universal Music Group
Agency: In-house

Best Idea or Concept

FIRST PLACE:

Spotlight on Teachers
Client: Washington Mutual Bank
Agency: OPTS Events

As the new bank in town (the town was New York City), Washington Mutual bought out all the seats on Broadway for a particular Saturday matinee and then give them away to teachers nominated within the community. One judge said frankly “This is a great promotion right out of the box — especially considering that banks usually do horrible marketing and pay way too much for it.” This promotion, said another, “totally fulfilled their tagline: ‘Human Interest.’” (See p. 36 for more details on this campaign.)

SECOND PLACE:

Meow TV
Client: Meow Mix Co.
Agency: LIME Public Relations & Promotions

THIRD PLACE:

Wild About Writing
Client: PaperMate
Agency: Momentum Worldwide

HONORABLE MENTION:

KOOL — Play on the House
Client: Brown & Williamson
Agency: 141 Worldwide

Best Creative

FIRST PLACE:

Playoffs 2002-2003
Client: National Football League
Agency: In-house

This strong TV campaign, which aimed to build the NFL Playoffs as a brand, was intended to create a more profitable NFL post-season. It accomplished much more.

According to the judges, “It’s a sign of growth for the promotions industry that this great TV campaign is led by promotion.” Using a series of spots by actor/fan Don Cheadle, fans are reminded of the excitement and intensity of historic Playoff moments. The campaign integrated: a sweeps for Playoff game tickets via Infinity Radio; merchandising of historic video clips; movie theatre trailers; and partnership marketing with Coors, M&M Mars, Reebok, Pepsi and others.

As a result, the 2002-2003 Playoffs got the highest viewership in the last five years — 163.3 million people — outdrawing other prime-time programming by a wide margin.

SECOND PLACE:

Camp Jeep
Client: DaimlerChrysler/Jeep
Agency: BBDO Detroit

THIRD PLACE:

Do You Know a Brawny Man?
Client: Georgia-Pacific
Agency: DVC Worldwide

HONORABLE MENTION:

dnL “FlipIt”
Client: Dr Pepper/Seven Up Cos.
Agency: Brand Buzz

NOTE: The judges chose not to identify finalists or present awards in the category of Best Use of Advertising.

the judges

THIS YEAR, the entries were judged by a superb panel of industry experts, from both the brand and agency sides of marketing. The judges gave very generously of their time and knowledge, flying in from all around the country to participate in an intensive two-day review. These awards are the result of their high standards and professional commitment.

Lisa Asmeran, Tracy Locke Partnership

Martin Bihl, Renegade Marketing

Cheryl Brooks, Kraft

Chris Caldwell, Velocity Sports & Marketing

David Cohn, Civic Entertainment

Jeff Corder, Marketing Werks

Liz DiLullo, Momentum Worldwide

Helen Fitzpatrick, The Guild Group

Cathy Garcia, GEM Group

Keith Garvey, Colangelo Synergy Marketing

Louis Goldstein, Snapple

Gail Grasso, Unilever