Draftfcb Is Big Tempo Winner for “Body by Milk”
Integrated marketing agency Draftfcb was the big winner at this year’s annual Tempo awards presented by the Chicago Association of Direct Marketers, walking away with 25 of the 113 campaign-related awards presented, including nine first-place trophies.
At the CADM’s 37th Tempo ceremonies Wednesday night, Draftfcb won the “Past Presidents’ Award” for its “Body by Milk” loyalty/frequency marketing promotion for the Milk Processor Education Program. The campaign, designed to increase teens’ milk consumption by leading them to engage with the http://www.bodybymilk.com Web site, included signage in 41,000 school cafeterias driving teens 12-17 to the URL where they downloaded music and received a healthy weight message.
The Draftfcb campaign won first place for creative achievement in the Tempo loyalty/frequency marketing category, as well as third place for marketing results.
Agency Wunderman Chicago won the CADM Jay Gondelman Award for Innovative Achievement in Electronic Direct Marketing for the Web site designed to support the “What’s in Marie’s Kitchen” sweepstakes run last year by the Marie Callender processed foods company. Wunderman’s entry developed a promotional virtual experience that led customers to purchase product and input UPC codes for a chance to win a $10,000 kitchen makeover from Cooking.com.
The resulting campaign earned opt-in rates more than double the industry standard. Unique participants exceeded plan by 126%, and coupon downloads were 66% over goal. Wunderman took a first prize for marketing results and a second for creative execution in the Tempo Web sites category.
The CADM’s 2008 Hispanic Marketing award went to The Marketing Store for “Accidents,” a direct-response TV campaign created for insurer Allstate. The campaign won a first for creative and a second for marketing results in the awards’ broadcast category.
This year’s Tempo awards evaluated submissions in 17 categories in direct marketing and promotion. Entries were campaigns activated between Oct. 1, 2006, and Dec. 31, 2007, and were judged separately on creative achievement and marketing results.
All told, CADM president Michael Becker handed out 39 first-place Tempo awards, along with 39 second- and 35 third-place certificates.
