A tiny campaign took the top Reggie Award at the Promotion Marketing Association’s ceremony last night.
KTRS-AM and the St. Louis Cardinals’ “Missing Birds” campaign, created by St. Louis agency Schupp Co., took home the Super Reggie.
It also won the Gold Reggie in the category of Local, Regional, Target Consumer Promotions with a Budget under $1 million. The PMA awarded 45 Reggies in all, with gold, silver and bronze in 14 categories—and one Super Reggie.
“Missing Birds” was an off and online awareness campaign designed to introduce KTRS-AM as the new flagship radio station for Major League Baseball’s St. Louis Cardinals in 2006. The station began with a series of billboards headlined “The Cardinals Have Moved to 550 KTRS,” altered to look like they had been vandalized, with the Cardinal Birds ripped off the boards.
KTRS pushed the “missing Cardinals” notion with a buzz campaign using MySpace.com, eBay, blogs, forums and the staging of random “Cardinal Birds” sightings throughout the city for one week until the “missing birds” finally appeared back on their billboards.
Local media went wild over the story, and KTRS’ ratings pushed the station to No. 5 from No. 19. Three weeks after the birds first disappeared, unprecedented ticket sales caused the Cardinals to stop selling season tickets for the first time.
The effort “embodies all the attributes of a powerful integrated marketing campaign: multiple platforms, fun interaction for the consumer with the brand, and measurable results,” said Bonnie Carlson, president of the PMA, in a statement. “Equally as important, the St. Louis Cardinals and KTRS-AM have created a promotion that successfully reinforces the essence of the brand and has equity potential to build on year after year.”
Here are the Gold, Silver and Bronze Reggie Award winners in each of the 14 categories:
National Consumer Promotion – Budget over $5 million
Gold: Enjoy Photo Campaign Client: Canon Marketing Japan, Inc. Agency: Dentsu, Inc.
Silver: Sunsilk Launch Client: Unilever Agency: OgilvyAction
Bronze: Verb Yellowball Client: Centers for Disease Control and Prevention (CDC) Agency: Frankel, an Arc Worldwide company
National Consumer Promotion – Budget between $1 million and $5 million
Gold: MilkPEP: Body By Milk Client: MilkPEP Agency: Draft FCB
Silver: Turning on the Power of Four Client: Schick Wilkinson Sword Agency: Colangelo
Bronze: Modern Marvels Invent Now Challenge Client: The History Channel Agency: NMA Entertainment & Marketing
National Consumer Promotion – Budget under $1 million
Gold: Blue Moon Brewing Company- Artfully Crafted Client: CBC/Blue Moon Brewing Co. Agency: Integer Group
Silver: The Top Secret Launch of T.M.X. Elmo Client: Fisher-Price Agency: Eric Mower and Associates
Bronze: CBS 'Egg-vertising' Laser-Coded Eggs Client: CBS Agency: CBS
Local, Regional, Target Consumer Promotion – Budget over $1 million
Gold: Ocean Spray – Bogs Across America Client: Ocean Spray Agency: Arnold Worldwide
Silver: Verb Yellowball Guerilla Marketing Program Client: Centers for Disease Control and Prevention (CDC) Agency: Frankel, an Arc Worldwide and Mr. Youth
Bronze: Members’ Lounge Client: American Express Agency: Digitas
Local, Regional, Target Consumer Promotion – Budget under $1 million
Gold: KTRS/St. Louis Cardinals – Missing Birds Client: KTRS/St. Louis Cardinals Agency: Schupp Company, Inc.
Silver: Parco P.I. New York Stunt Campaign Client: Court TV Agency: GEM Group
Bronze: The Skinny Cow Ice Cream of the Crop Client: Dreyer’s Grand Icr Cream, Inc. Agency: Alcone Marketing Group
Multi-Partner Promotion – Involving 3 or More Partners
Gold: MilkPEP: Body By Milk Client: MilkPEP Agency: Draft FCB
Silver: Pirates of the Caribbean: Dead Man's Chest Multi-Brand Client: Buena Vista Pictures Agency: In-House
Bronze: MasterCard Win 500 Flights Sweepstakes Client: MasterCard Worldwide Agency: McCann WorldGroup, Alan Taylor Communications, Armstrong Partnership
Business-to-Business Promotion (Includes Trade Promotion)
Gold: Lipton 2006: Wal-Mart VPI Client: Pepsi Lipton Partnership Agency: TracyLocke
Silver: USPS/eBay Ship It Win IT Sweepstakes Client: U.S. Postal Service Agency: Draft FCB
Bronze: NatureWorks® Polymer Smart Care Program Client: NatureWorks LLC Agency: Campbell Mithun
Multi-cultural/Ethnic Promotion
Gold: NYC Celebrates in Latin Style Client: The Latin Recording Academy Agency: NYC Big Events
Silver: LaSalle Bank Ethnic Neighborhood Promotion Client: LaSalle Bank Agency: Flair Communications Agency
Bronze: "Belleza Hecha Realidad" (Beauty Made Real) Campaign Client: Unilever Agency: PMG, Inc
International/Global Promotion
Gold: Eurostar/The Da Vinci CodeClient: Sony Pictures Entertainment Agency: In-House
Silver: Plunder a Bag of M&M'S White Chocolate Pearls Client: Masterfoods USA Agency: Thomas J. Paul, Inc.
Bronze: FIFA World Cup Trophy Tour by Coca-Cola (2006) Client: Coca-Cola Agency: ignition, Inc.
Interactive/On-line/Wireless Promotion
Gold: 'Halloween Horror Nights' at Universal Studios Hollywood: "Will You Make The Cut?" Client: Universal Studios HollywoodAgency: David & Goliath
Silver: Proud to Be a Bed Head Client: Hampton® Hotels Agency: Hall Event Group
Bronze: 2006 Pontiac Solstice GXP Launch on "Second Life" Client: Pontiac Agency: Leo Burnett & Digitas
Cause/Community Outreach Promotion
Gold: Verb Yellowball Client: Centers for Disease Control and Prevention (CDC) Agency: Frankel, an Arc Worldwide company
Silver: Pedigree Dog Adoption Drive Client: M&M Mars Pet Food Agency: Catapult Marketing
Bronze: Gap (PRODUCT) RED Launch Client: Gap Agency: A Squared Group
Event Marketing
Gold: The History Channel City of the Future Design Competition Client: The History Channel Agency: Civic Entertainment Group
Silver: Charmin NYC Restrooms Client: Procter & Gamble Agency: Gigunda Group
Bronze: Proud to Be a Bed Head Client: Hampton Hotels Agency: Hall Event Group
Account Specific Promotion
Gold:A Charlie Brown Christmas at Urban Outfitters Client: Urban Outfitters Agency: United Media
Silver: "Recarga Tus Sentidos" (Load Up Your Senses) Mobile Laundry Cart Client: Unilever Agency: PMG, Inc
Bronze: Pedigree Dog Adoption Drive Client: M&M Mars Pet Food Agency: Catapult Marketing
Kids Targeted Promotion
Gold: Agent Cool Blue "Brush with Adventure" Campaign Client: Pfizer Consumer Healthcare Agency: The Geppetto Group
Silver: Verb Yellowball Client: Centers for Disease Control and Prevention (CDC) Agency: Frankel, an Arc Worldwide company
Bronze: LEGO Free the Band Client: LEGO Agency: On Board Entertainment
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