DraftWorldwide Chicago won 22 Tempo awards including including 11 first place prizes and the coveted Past Presidents’ and Gondelman trophies.
The awards were presented last night during Chicago DM Days & Expo.
Draft copped the Past Presidents’ Award for its CTS Pre-Launch campaign, which ran from August 2001 through March 2002.
The campaign, which was designed to create demand for the 2003 Cadillac CTS, started with a teaser mailing to people likely to be on the market for a luxury vehicle. They were invited to visit the CTS Web site for updates.
A follow-up mailing gave them the first real look at the car.
The campaign exceeded its target goal of a 2% response by over 205%. The mailings, which totaled 375,000 pieces, generated a 6.11% response rate and the overall campaign pulled a 1.73% conversion.
The Gondelman Award went to Draft for its creation of the Snickers Survival Challenge Web site for M&M/Mars. The site debuted last spring, and was tied to the “Survivor:Marquesas” TV series on CBS.
Snickers buyers found a Survivor Code under the wrapper of specially marked bars. Directed to the site, these candy lovers entered their code to vote for the survivor they thought would be voted off the show during that week’s episode.
Traffic to snickers.com went up by 370% during the promotion, and visitors spent an average of more than four minutes on the site, a 12% improvement over the prior promotion.
The award is named after Jay Gondelman, the late consultant and journalist who died in 1998.
Other big winners included LKH&S Chicago, which won 16 awards, and Brann Chicago, which snared 15. Foote, Cone and Belding took 13, and Cramer-Krasselt staffers went home with 10.
Brann took six first-place awards and and Foote, Cone and Belding won five.
A full listing of winners can be found on www.cadm.org.
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