CAR MAKERS REVVED sales online, on-air, On-Star (with GM’s Hot Button) and out in the wild blue yonder (with Jeep’s geo-caching). CNN served shakes to Republicans; Masterfoods up-sized M&Ms for Shrek. CDC and American Legacy Foundation kept kids off the couch and off tobacco. Judges culled nearly 500 entries down to 80 finalists, and then 20 first-place winners, all with strong results and a keen eye on branding. See for yourself what made the grade.
Best Multidiscipline
(National)
FIRST PLACE
Cadillac Under 5
Client: General Motors’ Cadillac
Agency: Arc Worldwide, Leo Burnett
See Best Overall, p 17. Cadillac touted V-Series’ five-second rule (0-60 in less time) with a contest for five-second films, hosted by Be Cool‘s Chili Palmer (John Travolta) online, in Super Bowl ads; film school trading cards, posters drew students. Be Cool cast and director F. Gary Gray picked winners. Grand prize: a 2005 Cadillac CTS-V and inclusion in a TV spot. Five category winners flew to Be Cool‘s London premiere; 35 finalists flew to an L.A. screening with Gray. Drew 2,648 entries; site traffic up 358% with 1 million new visitors; 43,000 incremental requests for dealer info.
What the judges said: “This was integrated on so many levels, and all the elements were relevant to the message.” “This sells the premise of the car; it’s not borrowed interest.”
FINALISTS
Unexpected Summer
Client: Coca-Cola Co.
Agency: Momentum Worldwide
Candidate Zero
Client: NetZero Internet
Agency: United Online
The Hallmark Channel Mystery Movie Sweepstakes
Client: Hallmark Channel
Agency: Concept One Communications
Best Multidiscipline
(Regional)
FIRST PLACE
Boru: Clarity from Ireland
Client: Castle Brands
Agency: Fathom Communications
Irish vodka Boru hosted “Nights of Clarity” for Boston and NYC premise accounts, with coasters, posters touting Boru-isms; sales kits to 900 accounts. Distribution rose 48%; case sales grew 82%; dollar sales up 206%.
What the judges said: “They’ve used the usual channels, but in a fairly fresh way.” “This is a sustainable concept in a crowded category.”
FINALISTS
Xtreme Nutrition
Client: Kroger Stores
Agency: CoActive Marketing Group
Hooray for Hoggywood
Client: American Diabetes Association
Agency: MARS Advertising
Game Fuel @ E3
Client: Pepsi-Cola Co.
Agency: Mirrorball
Best Use of Promotional Ads
FIRST PLACE
Pontiac Apprentice Early Order Program
Client: Pontiac
Agency: Digitas
An Apprentice cameo pre-sold Pontiac’s roadster Solstice. The 1,000 special-edition cars sold in 41 minutes after show. Of 41,000 registrants, 16% visited dealers. Solstice sold out 2005 production in 10 days.
What the judges said: “Extraordinary results.” “There’s certainly a call to action; it was immediate, and hit the right demographic.” “It’s amazing how fast the cars went.” “Creating scarcity is always nice.”
FINALISTS
Lowe’s Dremel All-Star Derby Design Contest
Client: Lowe’s Home Improvement, Dremel
Agency: Summit Marketing
Captain for President
Client: Captain Morgan
Agency: BFG Communications
Suave’s Search for America’s Smartest Shopper
Client: Unilever
Agency: 141 Worldwide
Event Marketing
(Five venues or less)
FIRST PLACE
CNN Diner
Client: CNN
Agency: Civic Entertainment Group
CNN hosted politicians, newscasters and attendees of the Republican National Convention in NYC diner (also a set for shows). CNN closed two major ad sales over milkshakes.
What the judges said: “They were really on their toes with execution.” “They used the diner to reach not just celebs and politicians, but everyone else.” “This really let CNN step out from the broadcast networks.” “This is an icon that CNN can build equity around at future conventions.”
FINALISTS
Meow Mix Café
Client: Meow Mix Co.
Agency: Grand Central Marketing
ConQwest 2004
Client: Qwest Communications
Agency: AMP Agency
American Express presents U.S. Open Live at Rockefeller Center
Client: American Express
Agency: Momentum Worldwide
Event Marketing
(More than five venues)
FIRST PLACE
You+HP Experience
Client: Hewlett-Packard
Agency: Infinity Marketing Team, Inc.
HP wooed families and empty-nesters with demos of 40+ products via 12 interactive concourses. Sweeps added 400,000 to HP’s database; on-site and incremental sales topped $20 million.
What the judges said: “Gorgeous.” “Well-executed.” “This shows the difference a big budget can make.”
FINALISTS
Verb Anytour
Client: Centers for Disease Control
Agency: Arc Worldwide
Quilted Northern Ultra/Komen Foundation Sponsorship
Client: Georgia-Pacific
Agency: DVC Worldwide
Pace Trailgating Tour
Client: Campbell Soup Co.
Agency: Pro Motion
Vehicle-Based Experiential
FIRST PLACE
WaMoola for Schools
Client: Washington Mutual
Agency: Strottman International
Bus toured L.A. and Seattle to get parents behind WaMoola (school donations for each check-card transaction). Card use jumped 42%.
What the judges said: “They made good use of their vehicle.”
FINALISTS
Raise the Roof Tour
Client: Eastern Mountain Sports
Agency: Fuse
Windows on Wheels
Client: Microsoft Corp.
Agency: Buzztone
Mexico. Beyond Your Expectations
Client: Mexican Board of Tourism
Agency: TV Promo International
Best Sponsorship or Tie-In
FIRST PLACE
Toon Tour of Mysteries
Client: Kellogg Co.
Agency: Draft
Scooby Doo starred in five DVDs packed in 20 million cereal boxes (and on 75 million packages). Sales rose 38%; volume jumped 52%.
What the judges said: “Interactive and well-targeted.” “Strong merchandising.” “Good continuity elements.”
FINALISTS
Burger King & The SpongeBob SquarePants Movie
Client: Burger King
Agency: Equity Marketing, Inc.
M&M’s Shrek 2 Ogre-sized Candies
Client: Masterfoods USA
Agency: Thomas J. Paul, Inc.
Shrek 2 Glow-In-The-Dark Halloween Wrappers
Client: Masterfoods USA
Agency: Draft
Best Use of Direct Marketing
FIRST PLACE
Gatorade High School Athlete Award Program
Client: The Gatorade Co.
Agency: TPN
Coaches registered for kit to honor top high school athletes (all sports): pins, certificates, Gatorade gear, samples. Nearly 32% response rate; 56% of active coaches re-enrolled.
What the judges said: “Great creative.” “They made this turnkey for coaches.” “This goes beyond a single sport.” “Well-segmented, to target coaches by sport, by boys or girls, and by past participation.”
FINALISTS
Camp SuperFly
Client: Baxter BioScience
Agency: Hamilton Communications Group
Customized MarketMail
Client: U.S. Postal Service
Agency: Draft
WaMoola for Schools
Client: Washington Mutual
Agency: Strottman International
Most Innovative Communication Strategy
FIRST PLACE
The GM Hot Button
Client: General Motors
Agency: Momentum Worldwide
Shoppers sat in a GM car, pushed OnStar Button, talked to a live operator; 1,000 won the car. Some 2 million called in 56 days; GM sold 8,000 more cars than in the prior year.
What the judges said: “GM created their own medium.” “This was a fantastic way to drive people to the point of purchase.” “Did it inundate dealers with unqualified traffic?”
FINALISTS
Cadillac Under 5
Client: General Motors’ Cadillac
Agencies: Arc Worldwide, Leo Burnett (Chicago and Detroit)
Boeing Dreamspace, Farnborough 2004
Client: Boeing Commercial Airplanes
Agency: 141 Worldwide
Captain for President
Client: Captain Morgan
Agency: BFG Communications
Best Use of Interactive Media
FIRST PLACE
VERBnow.com
Client: Centers for Disease Control
Agency: Arc Worldwide
CDC extended its VERB campaign with a 100-city tour pitching play. Engaged 840,000 kids; hit 73% national awareness (goal: 40%); gave away 850,014 premiums.
What the judges said: “The idea to get kids online to move them offline was brilliant.” “Great creative.”
FINALISTS
Cadillac Under 5
Client: General Motors’ Cadillac
Agencies: Arc Worldwide, Leo Burnett
2424Milk.com
Client: MilkPEP
Agency: Draft
Twix Tickets — Collect to Get
Client: Masterfoods USA
Agency: Draft
Most Effective Long-Term Campaign
FIRST PLACE
The Truth
Client: American Legacy Foundation
Agency: Arnold Worldwide
Anti-tobacco tour recruits kids (ages 12-18) via music, videogames, DJ contests, branded gear. “Truth” directly responsible for 22% of 2000-02 decline in teen smoking.
What the judges said: “They use real content in a compelling way.” “A powerful idea; the content expresses itself in so many channels.” “Interruptive and daring creative work.”
FINALISTS
Old Spice Red Zone Player of the Year
Client: Procter & Gamble
Agency: AMP Agency
FedEx/NFL Ultimate Air & Ground Game
Client: FedEx
Agency: Velocity Sports & Entertainment
Scion tc Unleashed
Client: Toyota Motor Sales of America
Agency: AMCI
Best Niche-Targeted Campaign
FIRST PLACE
Jeep 4×4 Cache-In Action
Client: DaimlerChysler
Agency: Rodale
Geocachers used Jeep GPS to track goodies stashed worldwide via online coordinates. A sweeps awarded three Jeeps. Nine million geocachers played; 1 million entered the sweeps.
What the judges said: “Very cool. Great use of cutting-edge technology.” “Strong insight to realize there’s a sub-niche for Jeep.” “Good way to give Jeep culture a more insider feel.”
FINALISTS
Alexander the Great Greek Diner Takeover
Client: The History Channel
Agency: The GEM Group
Verb Anytour
Client: Centers for Disease Control
Agency: Arc Worldwide
Put It in Play
Client: Toyota Motor Sales of America
Agency: AMCI
Brand Awareness and Trial
FIRST PLACE
The Meow Mix Café
Client: Meow Mix
Agency: Grand Central Marketing
Meow Mix launched wet cat food with a NYC storefront serving cats and humans. The 12-day stint sold $20,000 (donated to ASPCA); hosted 2,000 visitors a day; earned 140 million U.S. media impressions.
What the judges said: “Total buzz driver.” “It started a fire.” “A program that tipped everyone in their favor.”
FINALISTS
Pontiac Apprentice Early Order Program
Client: Pontiac
Agency: Digitas
Camp eBay
Client: eBay
Agency: Swirl
You+HP Experience
Client: Hewlett-Packard
Agency: Infinity Marketing Team
Brand Volume
FIRST PLACE
M&M’s Brand Shrek 2 “Ogre-Size” Candies
Client: Masterfoods
Agency: Thomas J. Paul, Inc.
This sequel inspired 50% bigger M&Ms in “swampy” or “pretty” colors; M&M Minis got collectible dispensers. Earned $21.3 million in incremental sales (goal: $20 million).
What the judges said: “They changed the product and packaging; that’s no small feat. It takes such long-term planning to do that.” “A good, solid promotion that builds the brand and drives volume, including in-theater sales.”
FINALISTS
Spider-Man 2
Client: Kellogg Co.
Agency: Sony Pictures Entertainment
Toon Tour of Mysteries
Client: Kellogg Co.
Agency: Draft
Garfield Rules
Client: Ashley Furniture Industries
Agency: Centra Marketing & Communications
Brand Loyalty
FIRST PLACE
Captain for President
Client: Captain Morgan
Agency: BFG Communications
Captain Morgan led “Americans for a Better Party” with politics-free happy hours. Garnered 13.7% volume growth and accounted for 30% of all rums’ dollar growth.
What the judges said: “Very well executed and integrated. Localized execution puts it up a notch.” “It’s a difficult category, but they’ve pulled people into it.”
FINALISTS
Guinness Mentoring
Client: Guinness Brewing
Agency: Colangelo Synergy Marketing
Vacation Club Member Homecoming
Client: Walt Disney World
Agency: Upshot
Visa Preferred Royal Caribbean Cruise Sweepstakes
Client: Visa USA
Agency: Carlson Marketing Group
Dealer, Sales Force, B-to-B
FIRST PLACE
The Smarter, Not Harder Awards
Client: DoubleClick
Agency: Renegade Marketing Group
Tongue-in-cheek mailings let staffers flatter the boss into nominating them for Smarter, Not Harder award (Cancun trip). Response rate: 12%.
What the judges said: “This drove people to think about online advertising in a different way.” “Brilliant creative.”
FINALISTS
Get Caught with the Gold
Client: Lenox
Agency: Eric Mower & Associates
Diageo Bartender Initiatives
Client: Diageo
Agency: U.S. Concepts
The CNN Diner
Client: CNN
Agency: Civic Entertainment Group
Best Co-marketing at Retail
FIRST PLACE
Xtreme Nutrition
Client: Kroger Stores
Agency: CoActive Marketing Group
Kroger’s chain Ralphs had kids track fruit/veg eaten to earn prizes. A special edition of SI for Kids from Fresh Express pushed its sales 59%; up 60% for Naked Juice, 100% for Marianni; Yoplait sold 1 million units in a month.
What the judges said: “Well-designed to drive produce sales.” “Balanced two objectives: bring back old customers, and address childhood obesity.”
FINALISTS
Wal-Mart Pre-Prom Demo: Go Beyond the Dress
Client: Procter & Gamble
Agency: Saatchi & Saatchi X
Sam Goody High School Football Rivalry Concert Series
Client: Wm. Wrigley Jr. Co, Musicland, Universal Music Group
Agency: iHigh Marketing
Spider-Man 2 and Wal-Mart
Client: Sony Pictures Entertainment
Agency: In-house
Small-Budget
($100,000 or less)
FIRST PLACE
Tostitos Family Connection
Client: Frito-Lay
Agency: The Marketing Arm’s Millsport
Reunited a military family during promo at Fiesta Bowl: dad’s surprise appearance ran on live TV. A :40 spot (part of Tostito’s Bowl sponsorship) grew to two-minutes of airtime worth $450,000.
What the judges said: “I hate the tearjerker thing, but it did get you.” “They got national coverage by leveraging the local bowl event and a family event.” “This came on the back of a $10 million sponsorship of the Fiesta Bowl; they leveraged a tremendous spend with this.”
FINALISTS
Macarena Across Manhattan
Client: VH1
Agency: Mr. Youth
Save the Music Concert Broadcast
Client: VH1
Agency: Universal Consulting Group
Guinness St. Pumpkin’s Day II in 3-D
Client: Guinness Brewing
Agency: Colangelo Synergy Marketing
Best Creative
FIRST PLACE
Sundance Film Festival Sponsorship
Client: Volkswagen
Agency: Arnold Worldwide
“Support the Movies” tent let fans tout their fave films on T-shirts, e-postcards. Drew 15,000 to tent, 5,000 to lounge; vw.com/jetta traffic up 230% over 2004.
What the judges said: “Subtle, beautiful, consistent with VW’s look.” “So well-executed.” “They took over the town and did an awesome job.”
FINALISTS
Captain for President
Client: Captain Morgan
Agency: BFG Communications
Chrismahanukwanzakah
Client: Virgin Mobile USA
Agency: Fallon New York
M&M’s Shrek 2 Ogre-sized Candies
Client: Masterfoods USA
Agency: Thomas J. Paul, Inc.
Best Idea or Concept
FIRST PLACE
Unexpected Summer-You Can Win, But You Can’t Hide
Client: Coca-Cola
Agency: Momentum Worldwide
Coke turned 45 pop cans into GPS-cell phones; winners called via the can, then search teams tracked them to deliver prizes. Radio tie-ins and P-O-P supported. ROI beat goal by 26%.
What the judges said: “Groundbreaking.” “Revolutionary.” “Here’s a beverage company that’s done more with technology than tech companies.” “It took a big company like Coke to do it, but they pulled it off.”
FINALISTS
Pontiac Oprah’s Wildest Dreams Giveaway
Client: Pontiac
Agency: Digitas
Meow Mix Café
Client: Meow Mix Co.
Agency: Grand Central Marketing
CNN Diner
Client: CNN
Agency: Civic Entertainment Group
The 2005 Judges
DOUG AKIN
Mr. Youth
TERRY ATKINS
Campbell Soup Co.
DOUG BEAN
Eric Mower & Associates
BROOKE BESSERT
Sposta, Inc.
SUZANNA BIERWIRTH
Draft
MATT BRITTON
Mr. Youth
TOM BURKE
AMCI
BILL CARMODY
Seismicom
GENE CHMIEL
Marketing Drive
JILL DRAPER
DVC
JAY FARRELL
141 Worldwide
JILL GAINER
Enterprise Rent-A-Car
TOM GALBREATH
The Marketing Store Worldwide
DAVID GERZOF
Universal Consulting Group
MATTHEW GLASS
Grand Central Marketing
ROD GONZALEZ
EastWest Creative
STEVE GREIFER
Digitas
JULIE GUIDA
Marketing Werks
ANDY GUTOWSI
Object 9
WALTER HAUG
Fujifilm
ERIK HAUSER
Swivel Media
JIM HOLBROOK
Zipatoni
TRIP HUNTER
Renegade Marketing
AMY JOHANNES
PROMO
ERIC JOHN
Yahoo
KATHLEEN M. JOYCE
PROMO
ROB KAPLAN
Marden-Kane
PHIL KEANE
Zipatoni
TOM KETTLER
Einson Freeman
PAUL KRAMER
Ryan Partnership
BRIAN KRISTOFEK
Upshot
MARC LANDSBERG
Arc Worldwide
ROBB LIPPITT
ePrize
MARIA MADRUGA
MASS Hispanic Marketing
DAN MANNIX
Lead Dog Marketing Group
ANTHONY MASSA
Euro RSCG
VICTOR MAZZEO
J. Brown Agency
BETH ANNE MCMAHON
Kraft Foods
MIKE MOHAMAD
The History Channel
DAVE MULLEN
Hawkeye/FFWD
NANCY NEWMAN
Comcast Spotlight
ANN O’DANIEL
Carlson Marketing Group
PATRICIA ODELL
PROMO
FRANK OGGERI
TracyLocke
SCOTT PAGE
PowerPact
TIM PARRY
PROMO
UMI PATEL
InBev USA
KEVIN QUARTZ
Pavone
SPENCER RICE
Civic Entertainment Group
STUART RUDERFER
Civic Entertainment Group
ALAN SHAPIRO
Alcone Promotion
BETSY SPETHMANN
PROMO
DAN STEVENSON
Colangelo Synergy Marketing
CLAUDIA STRAUSS
LIME Public Relations & Promotion
WENDY WEATHERFORD
Kosmic Marketing
CHRIS WEIL
Momentum Worldwide
SEAN WOMACK
Saatchi & Saatchi X
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