Revving the World

Arc Worldwide and Leo Burnett took the Gran Prix for the “best marketing campaign in the world” for their joint efforts on the Cadillac Under 5 campaign. Recognized in October by the Marketing Agencies Association (MAA) Worldwide, the Cadillac program also won the association’s Globe Awards as the “Most Innovative Idea or Concept” and “Best Use of Interactive Media.” The campaign centered on the auto maker’s high-performance V-Series cars, which can go from zero to 60 mph in under 5 seconds.

Sixty-five marketing campaigns received top honors from the MAA this year. To enter the Globes, a campaign had to have already won official recognition in the country or region in which it ran (PROMO’s PRO Awards program is the U.S.-qualifier for the Globes Awards). Entries were received from agencies in 24 countries this year.

A three-tier multinational jury accessed the MAA Web site to review, evaluate and rank each campaign on the basis of creative concept, originality, execution and results. The 65 finalists were then identified online by the international panel of agency, client, media, academic and trade association judges in Europe, Asia and North and South America. The 50 judges represented 15 countries.

“Continuous increases in the number of agencies entering campaigns, in the number of campaigns they enter, and in the number of countries from which they are coming, are clear indicators that below-the-line marketing not only works, but that it does so just about anywhere that it can be applied,” said MAA President Shireen Moore. The winning campaigns are described below.

The 2005 GRAND PRIX Winner

Cadillac Under 5
Agency: Arc Worldwide, Leo Burnett, U.S.
Client: General Motors
(For campaign details click here
Five Second Rule)
Cadillac continued its image-changing ways with a precedent-shattering campaign centered on its high-performance V-Series cars and their ability to go from zero to 60 mph in under 5 seconds. Components included a contest challenging film-school campuses and targeted neighborhoods in New York, Los Angeles, Chicago and Detroit, tie-ins with the director and cast of the MGM movie Be Cool, commercials during the Super Bowl, Academy Awards and Grammy Awards, a Web site featuring Be Cool star John Travolta as a Cadillac-loving gangster turned music manager.

Best Multi-Discipline Campaign

GLOBE AWARD: Better Think Pink
Agency: Wunderman Cato Johnson, Argentina
Client: Gillette
Gillette pulled out all the stops for this multi-discipline effort to introduce and build loyalty for its Prestobarba Excel brand of razor among Argentine women. With ‘Better Think Pink’ as its theme, the campaign combined magazine and newspaper ads and articles with radio and TV commercials, arranged retail tie-ins with in-store displays, gave out product samples at fashion shows, sponsored exercise classes, advertised on upscale beaches, negotiated exposure on nationwide TV and published a custom-designed booklet designed by a renowned and revered female illustrator.

GOLD: AXE Ice Party
Agency: Segal Communications, Canada
Client: Unilever
AXE, the men’s deodorant spray, threw a midwinter party in Quebec City to reinforce its brand identity as a useful tool for advancing the male cause in the never-ending mating game. Marshalling the forces of product sampling, Internet advertising, custom publishing, p.r. and a radio call-in contest linked to an interactive Web site, the five-city campaign received tons of free publicity and airplay, culminating with a music-oriented AXE Ice Party and rock concert for 325 contest winners and (female) AXE Snow Angels at Canada’s only hotel made completely of ice and snow.

SILVER: Magic Code
Agency: Brand Value, Spain
Client: Carrefour
Carrefour, the leading Spanish hypermarket chain, turned sluggish sales and low margins into a double-digit revenue increase and 3 million new visitors to its 125 stores with a 30-day interactive TV promotion for a variety of products. Cash purchases of participating brands earned Carrefour shoppers increasing numbers of “magic codes” which, when held against TV screens, were redeemable for paid vacations, airline tickets, plasma TVs, Kia automobiles and purchases at Carrefour stores. Prizes were traded for airtime on the TV program Magic House, a custom-made shopping sitcom whose audience increases drove the network into top position for the first time.

BRONZE: You Can Run, But Can’t Hide
Agency: Momentum, U.S.
Client: Coca-Cola
Coca-Cola seeded 45 GPS-enabled cellphones into thousands of Coke cans across the country to increase sales and market share by capturing the attention of consumers, trade and the media. Themed You Can Run But You Can’t Hide, the campaign deployed “Unexpected Summer Search Teams” to New York, Atlanta, St. Louis, Denver and Los Angeles for the purpose of locating winners of the 2005 Chevy Equinox grand prize. To build excitement among Coke employees, 6,000 Coke Classic FridgePacks were distributed to them, one of which contained a GPS can good for $6,000 in electronics to the lucky finder.

Best Sponsorship or Tie-In Campaign

GLOBE AWARD: Spider-Man 2 and Kellogg’s
Agency: Sony Pictures Entertainment, U.S.
Client: Sony Pictures
Kellogg’s leveraged the equity of its brands and Columbia Pictures brought the magic of its Spider-Man 2 animation sequel together to create one of the most successful campaigns in either company’s history. With Spider-Man 2 images on hundreds of millions of packages of 26 cereal, snack and convenience food labels and a multi-million-dollar budget for TV, radio, online and print ads plus
P-O-P, P-O-S and FSIs in the U.S. alone, the world’s greatest cereal company at one point was promoting the blockbuster-to-be in 180 countries worldwide, making Spider-Man 2 Kellogg’s first truly global movie tie-in. The movie grossed over $373 million in the U.S. and base volumes increased for every one of the Kellogg’s brands.

GOLD: Sand Festival
Agency: Promarket, Israel
Client: Super Pharm
Super Pharm, Israel’s leading pharmacy and perfume chain, enhanced its standing among customers nationwide by taking its annual summer sale outdoors and sponsoring an international sand-sculpting festival that attracted more than a million visitors— fifth of the population— the shores of Haifa over a 10-day span. Supported by newspaper ads and TV commercials, the event, which spotlighted the work of 12 foreign and 10 native artists, turned out to be the largest and most talked-about event in recent history.

SILVER: MasterCard Priceless Moments NHL Program
Agency: Armstrong Partnership, Canada
Client: MasterCard
MasterCard Canada generated repeat usage and boosted its relevance to hockey fans by partnering with casual-dining and pub-style restaurant chains in a campaign that began with the start of the NHL Playoffs. Cardholders paying at 400 locations could receive up to 10 collector cards, from which PINs were entered online for trips to World Cup games. Randomly seeded cards entitled couples to trips to the final Stanley Cup game. Statement-stuffers, TV spots and banner ads advertised, with retail support from tent cards, posters, TV strips and customized bill-presenters. Tie-in awareness rose 17% year over year and card transactions climbed 45% at one big chain.

BRONZE: 2004 Athens Olympics Sponsorship
Agency: McCann Erickson Shanghai, China
Client: Coca-Cola China
A heavy TV schedule with tactical backup from print and outdoor media plus special commemorative packaging, an Olympic Torch relay, Olympic carnivals, press conferences, road shows and a party honoring Coke’s Olympic heroes culminated in a sales-volume increase of 19%, reinforced brand identity and generated strong trade support for Coke’s Go Your Own Way campaign during the 2004 Beijing Summer Olympics. Beginning with a Bottlers Conference in February and running through post-game celebrations in October, Coca-Cola’s brand-enhancing, sales-promoting activities never stopped.

Best Use of Direct Marketing

GLOBE AWARD (tie): 04-05 Gatorade High School Athlete Award Program
Agency: TPN, U.S.
Client: Gatorade
Gatorade’s High School Athlete Award Program—53,000 coaches registered this year, a 10% increase over 03-04—is an ongoing recognition and reward system for high-school coaches to motivate and reward outstanding varsity athletes. The direct-mail effort is a grassroots component of the brand’s National Player of the Year Award Program, which has been identifying top high-school athletes in their respective sports for the past 20 years. Strategic objectives: brand and product loyalty, recommendation and usage.

GLOBE AWARD (tie): Feel This
Agency: Draft Malaysia
Client: Obstetrical & Gynecological Society of Malaysia
The objective of this campaign by the Obstetrical and Gynecological Society of Malaysia was to get women of limited means to examine themselves immediately for the presence of breast cancer. A thousand envelopes with “Feel This” printed on the front and a small bead and short note and helpline number inside mailed to a thousand 30- to 55-year-old urban mothers. The beads were a palpable reminder of the importance of self-breast exams. OGSM volunteers manned phones to help with step-by-step instructions. Call-ins began three days after the mailing, finally reaching 558 for a 56% response. Cost per respondent: 96 cents.

GOLD: Never Underestimate the Power of Sport
Agency: TEQUILA\Singapore
Client: ESPN
ESPN Star Sports increased cable and satellite advertising revenue by targeting a direct-marketing campaign to female media buyers in Asia that communicated the size and diversity of sports—TV viewing audiences. To get buyers to sit up and take notice, ESPN crews delivered boomerangs, cakes, refrigerators and sofas embroidered with the ‘ESPN’ and ‘Star Sports’ logos, along with booklets describing the audiences for three major events. Result: an inventory sell-out of all the featured properties.

SILVER: A Journey Into The Future
Agency: Target-Market, Israel
Client: Bezeq
Bezeq got more than 90% of its 9,000 employees to participate in a program that targeted them at home with messages and gifts— a pair of special glasses that they had to hold on to until later. Communications materials, which hyped the telephone company’s new forward-thinking philosophy, included an e-mail inviting them to tune-in to the company’s TV commercial to be aired on a specific day and channel. Only those with glasses could get a sneak peak at the company’s new slogan— ultimately became the theme of the company’s consumer promotion.

BRONZE: Tell Me What You Love
Agency: Smash BTL, Argentina
Client: McDonald’s— Dorados SA
McDonald’s of Argentina combined direct marketing and p.r. techniques to burnish its image among opinion leaders and news reporters while it shifted to the new global ‘I’m lovin’ it’ brand adjustment to changing consumer attitudes and lifestyles. Tell Me What You Love reached out from the Web to engage and influence key influentials with the company’s philosophy, values and product lineup. Of particular interest was the 186-unit chain’s open-kitchen policy in compliance with international hygiene and safety standards. Results: high participation levels, product familiarity, positive attitudes and favorable publicity.

Most Innovative Idea or Concept

GLOBE AWARD: Cadillac Under 5
Agency: Leo Burnett, Arc Worldwide, U.S.
Client: General Motors
[see description above]

GOLD: The Meow Mix Café
Agency: Grand Central Marketing, U.S.
Client: The Meow Mix Co.
Meow Mix made its first foray into the $2 billion wet cat-food category with a product intro that generated enough free media coverage to rise far above the commercial clutter of competing brands. Opening in mid-Manhattan to rave reviews and standing-room-only crowds, the Meow Mix Café (think Hard Rock for cats) featured a red carpet, a seven-entrée menu, a cat-themed game area and licensed merchandise. With their human counterparts munching beef on baguettes and the furry ones dining on Fillet Meow, it was virtually impossible for those covering the event to not mention the Meow Mix flavors.

SILVER: KIT KA$H Fake Bars
Agency: Integrated Options (Euro RSCG 4D), Australia
Client: Nestlé
Nestlé blew the doors off competitive confectioners with the bold-but-simple breakthrough concept of creating 3,350 fake Kit-Kat chocolate bars, inserting $100,000 worth of real $20, $50 and $100 bills into them and mixing the bogus (dental wax) candy in with 2 million “Real Cash Inside”-emblazoned packs distributed nationwide. By generating unprecedented levels of consumer pull and trade push (the production pipeline was cleaned out) the promotion achieved the highest-ever sales volume for the Kit-Kat brand in New Zealand.

BRONZE: You Can Run, But Can’t Hide
Agency: Momentum, U.S.
Client: Coca-Cola
[see description above]

Best Use of Interactive Media

GLOBE AWARD: Cadillac Under 5
Agency: Leo Burnett, Arc Worldwide, U.S.
Client: General Motors
[see description above]

GOLD: VERBnow.com
Agency: Frankel, an Arc Worldwide Company, U.S.
Client: Centers for Disease Control & Prevention
Targeting 9- to 13-year-olds whose physical inactivity and poor eating habits put them at risk for a number of health problems, the Centers for Disease Control and Prevention (CDC) has registered 313,000 young people to a Web site it created to fight the obesity trend. On it are virtual characters that “tweens” can energize by recording their hours of play, a game generator with virtual equipment and environments for various activities, tips from pro athletes from various sports and a search engine for places to go and things to do. The campaign uses TV, school and community-based programs, partnerships and a mobile tour to touch kids at every possible point.

SILVER (tie): Launch of Dove.ca
Agency: Ryan Partnership, Canada
Client: Unilever, Canada
Unilever launched an interactive Web site for Dove to introduce a balanced mix of beauty-themed content with interactivity, value-added features and fun-to-use tools like online “health-o-meters” which were used offline at stores for a coordinated brand experience. The site— support channel for all Dove touch points, including retail, advertising, promotions, packaging and the Web— Dove as a beauty brand online and encouraged cross-selling across all Dove product categories. Site traffic jumped from zero to 252,000 visitors by the end of the year.

SILVER (tie): Magic Code
Agency: Brand Value, Spain
Client: Carrefour
[see description above]

Most Effective Long-Term Promotion Marketing Campaign

GLOBE AWARD: FedEx Air & Ground
Agency: Velocity Sports &
Entertainment, U.S.
Client: FedEx
FedEx has raised awareness, increased sales, strengthened its franchise and solidified relationships with key internal and external groups by continuously expanding the scope of its football-centric Ultimate Air and Ground Game campaigns since 2000. Building on the air-ground (passing-rushing) sports metaphor, the multi-discipline program integrates NFL tie-ins, sponsorships, licensing arrangements, celebrity appearances and P-O-P materials to drive participation in local, regional and nationwide games, contests and sweepstakes. Latest tagline: Go Air. Go Ground. Go Football.

GOLD: Truth Campaign
Agency: Arnold Worldwide, U.S.
Client: American Legacy Foundation
Now in its fifth year, the “truth” brand— by a Washington-based not-for-profit dedicated to keeping teenagers from smoking— to take on Big Tobacco with a multi-faceted campaign using a variety of sophisticated marketing strategies, disciplines and techniques, including a fleet of vehicles manned by youth volunteers to get the word out via one-on-one conversations and handouts of truth-branded gear at DJ contests, graffiti demos, skateboard activities and video games. According to the American Journal of Public Health, ‘truth’ has succeeded in getting 300,000 teenagers to avoid or quit smoking cigarettes.

SILVER: Shoot To Win
Agency: Capital C, Canada
Client: Kraft Canada
Kraft’s decade-long association with Canada’s favorite pastime has increased sales an average of 8% and earned top-of-mind awareness among hockey-loving households for the brand and its broad array of dairy and grocery products. Shoot to Win is a massive, purchase-based program that uses on-pack PIN numbers and high-impact P-O-P materials to bring major-league magic— millions of consumers— thousands of stores for several weeks every spring. Prizes range from sticks and jerseys to a once-in-a-lifetime opportunity to shoot a million-dollar goal at an NHL playoff game.

BRONZE: MoOOo You Win!
Agency: QVS Promotions, Canada
Client: Dairy Farmers of Canada
Annual increases in consumption averaging 6% over the past 10 years prove that by getting young people to even think about milk, the Dairy Farmers of Canada’s ‘MoOOo You Win’ campaign can get them to drink it, too. By placing chips that emit a mooing sound into one of every 1,500 cartons, the 15-member dairy co-op virtually ensures that the instant-win novelty will go top-of-mind with recurring frequency among 12- to 24-year-olds in school cafeterias. Supported by TV commercials, theater ads, radio spots and on-air promos plus P-O-P in 6,500 c-stores and 21 million flashed packages, the promo offered a Mazda 3 sedan, several $10,000 cash awards, hundreds of MP3 players and dozens of yearlong movie passes for two.

Best Activity Generating Brand
Awareness & Trial Recruitment

GLOBE AWARD: Who Ate All the Jaffa Cakes?
Agency: Dialogue, U.K.
Client: McVitie’s
By altering its package design, creating a new message and connecting a highly targeted door-to-door campaign to a clever tongue-in-cheek theme, McVities revitalized sales and overcame health-conscious resistance to its Jaffa brand of chocolate-iced, orange-filled sponge cakes. Key to the re-launch was combining the ‘can’t-eat-just-one’ theme with the delivery of an empty package with a money-off coupon and handwritten deliveryman’s apology for being unable to resist eating them.

GOLD: The Meow Mix Café
Agency: Grand Central Marketing, U.S.
Client: The Meow Mix Company
[see description above]

SILVER: We’re At Your Service Holiday Shopping Experience
Agency: Armstrong Partnership, Canada
Client: MasterCard
MasterCard Canada leveraged its partnership with the operators of more than 40 Canadian shopping malls to break through media clutter and drive card usage during the busy year-end shopping season. The campaign tied in with local charities to produce an attention-getting way of getting customers to think positively about the brand. Card users at participating stores were greeted by uniformed MC personnel and offered an array of stress-reducing services— gift counseling, gift wrapping, coat-checking and package handling— by the charitable organizations to which MC had pre-arranged to make generous donations.

BRONZE: Good Booking
Agency: Angel, U.K.
Client: Penguin Books
Penguin, the U.K.’s largest book publisher, increased sales volume with a campaign designed to engage young men in the social benefits of reading books. ‘Good Bookings’ publicized survey research showing that women are attracted to men who read books, set up a Web site for choosing content and swapping stories about romantic successes, enlisted retailers to give stickers out to Penguin book purchasers and bookmarks offering £1000 cash prizes for those spotted with the stickers on their books, and positioned books as a stylish young man’s fashion accessory.

Best Activity Generating Brand Volume

GLOBE AWARD: KIT KA$H Fake Bars
Agency: Integrated Options (Euro RSCG 4D), Australia
Client: Nestlé
Nestlé blew the doors off competitive confectioners with the bold-but-simple breakthrough concept of creating 3,350 fake Kit-Kat chocolate bars, inserting $100,000 worth of real $20, $50 and $100 bills into them and mixing the bogus (dental wax) candy in with 2 million “Real Cash Inside”-emblazoned packs distributed nationwide. By generating unprecedented levels of consumer pull and trade push (the production pipeline was cleaned out) the promotion achieved the highest-ever sales volume for the Kit-Kat brand in New Zealand.

GOLD: The Incredibles Multi-Brand Promotion
Agency: Triad Promotional Marketing, Australia
Client: Cadbury Schweppes
Australia’s largest-ever promotional campaign, this multi-brand effort licensed images from the blockbuster animated film to achieve year-over-year sales increases in excess of 13% across all trade channels during peak summer months. Harnessing the movie’s universal appeal to the power of its retail presence with more than 100 SKUs, the company deployed 100,000 promotional packs to 18,000 stores with a $250,000 bank account sweepstakes and in-pack sets of Incredible character stickers (grocery channel) and instant-win on-pack offers of tickets to the popular movie (impulse channel)— strong OOH, P-O-P and Web support.

SILVER: Ribena Win a Donkey
Agency: Billington Cartmell, U.K.
Client: GlaxoSmithKline
GlaxoSmithKline managed to raise the brand profile and increase sales volume as well as purchase frequency among new and old consumers of its high-quality blackcurrant-flavored Ribena health-drink by licensing and building a campaign not around animated film character Shrek, but upon a platform created for the eponymous green ogre’s playful sidekick Donkey. Activity included 100,000 on-pack instant-wins for cinema tickets and a point-collection scheme for inflatable Donkeys. Heavy TV, print and cinema ads plus online games, media publicity and viral marketing supported.

BRONZE: Skateboard Like A Pro
Agency: Millenium, Canada
Client: Parmalat
Parmalat took on a new age group—— a new activity—— produce double-digit sales gains and to break its Cheestrings brand of snack food away from long-dominant market stagnation. With a free in-pack offer, an on-pack instant-win contest, a grand-prize sweepstakes and a 30,000-entry nationwide contest supported by print and TV ads and online activities, the campaign positioned Cheestrings as a supporter of the skateboarding phenomenon. Free deck decals, trips to skateboard camps and skateboard park directories appealed to kids while safety messages and equipment offers endeared the brand to moms.

Best Activity Generating Brand Loyalty

GLOBE AWARD: Pan Pacific Privileges
Agency: TEQUILA\Singapore
Client: Pan Pacific Hotels & Resorts
By selecting and offering high-value customers priority reservations, personalized check-ins, personalized mini-bar baskets, complimentary telephone calls, in-room high speed Internet service, late check-outs and free valet service at its 22 “small but beautiful” hotels in 11 Asian and North American countries, Pan-Pacific Hotels trumped conventional points-based loyalty schemes with a program that achieved a 94% retention rate between 2004 and 2005.

GOLD: 10,000 Steps
Agency: Blue Chip Marketing, U.K.
Client: The Kellogg Co.
Kellogg increased sales, protected brand equity and gained market share for its Special K brand of breakfast cereal while enhancing its ‘Shape Management’ positioning among U.K. women with a self-liquidating promotion that centered on use of a Special K pedometer and information downloads from a Special K Web site. The ‘10,000 Steps Challenge’ attracted 700,000 participants, sold 11 million packages and produced 53 radio interviews.

SILVER: Better Think Pink
Agency: Wunderman Cato Johnson, Argentina
Client: Gillette
[see description above]

BRONZE: Doritos Junos Fan Choice Awards
Agency: Capital C, Canada
Client: Pepsi/Frito-Lay
The Doritos Juno Fan Choice Awards broke through the clutter of Canadian music promotions to increase dollar sales, consumption, in-store display activity and category tonnage across three major retail chains. Consumers voting online for top Canadian music artists were invited to enter online to win 1 of 5 VIP trips to the 2004 Juno Awards in Edmonton. One of them, crowned the Doritos Ultimate Fan, got to present the Juno Fan Choice Award live on stage to Nickelback.

Best Business-to-Business Campaign

GLOBE AWARD: CNN’s Convention Diner
Agency: Civic Entertainment Group, U.S.
Client: CNN
Cable News Network surprised and delighted everyone by creating and operating a “CNN Diner” across the street from Madison Square Garden during the 2004 Republican National Convention in New York City. While reinforcing CNN’s image as “America’s Campaign Headquarters,” the facility attracted advertisers, media buyers, cable affiliates, reporters, VIPs and influencers while heightening the buzz around CNN’s own convention coverage.

GOLD: Xlerate to XLERPLATE
Agency: Promotive, Australia
Client: BlueScope Steel
BlueScope Steel created awareness, educated customers and kept them buying its Australian-made hot-rolled plate steel with a 6-month campaign that focused on product attributes and offered a series of premiums plus a vacation getaway to distributors as well as direct and indirect customers. Using direct mail, a traveling road show and a distributor-generated database to get the word out, the company strengthened relationships and reinforced brand image with a broad range of key customers.

SILVER: The Smarter, Not Harder Awards
Agency: Renegade Marketing Group, U.S.
Client: Double Click
Instead of introducing a list of new capabilities, Double Click focused on something about which its marketer, agency and publisher clients were sure to care—— a campaign aimed at generating awareness for its Web-based ad management and server solutions. While providing a method for decision-maker bosses and end-user employees to engage in dialogues about various DART product enhancements, the direct-marketed and trade-show-supported Smarter Not Harder Awards featured a vacation to Cancun as a fitting award.

BRONZE: Never Underestimate the Power of Sport
Agency: TEQUILA\Singapore
Client: ESPN
[see description above]

Best Retail, Account-Specific or Channel Marketing Activity

GLOBE AWARD (tie): Start Your Day With Goodness
Agency: OSL Marketing, Inc., Canada
Client: Pepsi QTG Canada
Tropicana and Quaker Oates teamed up to turn around the eroding “homemade breakfast” category by giving them a healthy way to start their day. The brands created an in-store destination featuring Tropicana orange juice, Instant Quaker oatmeal, Oatmeal to Go bars, Quaker ready to eat cereals, Aunt Jemima mixes and syrups and Quaker muffin mixes— used TV spots, in-store merchandising, sampling, direct mail, on-pack messaging, contests, p.r. and the Web to support the program, all while giving retailers opportunities to customize the materials as needed. It worked— turn-key solution generated a 13% increase for participating brands in the breakfast category.

GLOBE AWARD (tie): Future School Competition
Agency: Spy, Turkey
Client: Jetix
Jetix (previously known as Fox Kids) partnered with Turk Telekom and invited primary school students to write essays describing what schools would look like in the next century. The brands sent primary schools in 18 cities enrollment kits and customized in-school merchandising materials to support the program— hoped kids would participate for the chance to win free PCs for themselves and their schools, free cable TV and a Jetix-produced animation of their essay to be aired online. The kids loved it with nearly 100,000 participating from 248 schools— bad for a 10,000 investment!

[No Gold awarded in this category]

SILVER: Bell ExpressVu Way Better TV
Agency: Capital C, Canada
Client: Bell ExpressVu
It’s tough to sell Bell ExpressVu Satellite TVs at retail for logistical reasons but that didn’t stop third-party channels like Future Shop and others from rising to the challenge and focusing their sales efforts on them instead of more sexy and merchandisable electronics items. The brand differentiated itself with a clear message and eye-catching P-O-P kits, interactive standees and a Scratch and Win instant-win game that got consumers into stores to watch (and listen to) a 100-second recorded sales pitch in return for instant cash prizes. More than 3,000 retailers participated.

BRONZE: Pre-Prom Demo: Go Beyond The Dress
Agency: Saatchi & Saatchi X, U.S.
Client: Wal-Mart
Wal-Mart partnered with exclusive brands and positioned itself as the one-stop-shop for girls’ personal care needs as they prepared for their school proms. In-store demos, direct mail, in-school merchandising, Web overlays, Seventeen magazine inserts and product sampling were just a few of the ways that Wal-Mart got the word out about the scope of participating products. The giant retail outlet saw a 95% sales lift overall for sponsor brands compared to the 4-week period prior to the event.

Best Dealer or Sales Force Activity

GLOBE AWARD: Around the World in 80 Days
Agency: Marketing Communications, Russia
Client: Vinodel Collection
Vinodel, a Russian importer of Italian liqueurs and Bulgarian, Moldavian and Georgian wines, differentiated itself from the myriad incentive programs cluttering distributors’ offices with
a program themed around the classic Jules
Vern novel. Different prize levels corresponded with routes outlined on a map, and distributors,
trade reps, retailers and sales personnel who were grouped accordingly were rewarded with treasure chests of prizes when they purchased new Vinodel products or performed other tasks such as displaying good telephone etiquette and delivering product on time. Sales volume was up 89% for new brands; aggregated sales volume increased 57%.

GOLD: Smart Eye
Agency: Buzz, Brazil
Client: Santander Banespa
The challenge for this leading Brazilian bank was to change the mentality of its 5,000 account managers by giving them a reason to change their sales approach from being product-oriented to being more client-oriented. Communications materials— in-bank merchandising, postcards sent by direct mail, Web overlays and e-mail campaigns— themed around the universally-familiar Snellen eye chart to represent the bank’s “change of vision.” Performers received weekly prizes and cash for their efforts and ultimately surpassed the bank’s sales goals by 150%.

SILVER: A Journey Into The Future
Agency: Target-Market, Israel
Client: Bezeq
[see description above]

BRONZE: The Magic Show
Agency: 141 Worldwide, The Philippines
Client: Nestlé
Nestlé sales agents and trade partners rallied behind the company’s new Maggi Magic Sarap seasoning brand with an event in Manila that brought them together under one roof for 24 hours of magic, complete with a ringmaster-led circus, magicians, performers, live bands and speeches given by top Nestlé executives. Interactive events and workshops weaved in information about the product and included product demos, samples and suggestions for use. The giant pep rally worked—key accounts sold 3 months of product in just 2 months.

Best Brand-Building Campaign

GLOBE AWARD: Apprentice Early Order Program
Agency: Digitas, U.S.
Client: General Motors’ Pontiac Motor Division
Pontiac hyped the launch of its new 2006 Pontiac Solstice roadster by leveraging its sponsorship of NBC’s The Apprentice to sell the first Solstice retail orders to the general public. Consumers were driven from a TV spot that aired after the April 14th episode to a Web site where they could register to obtain a unique ID that made them eligible to buy one of the first 1,000 limited-edition Solstices. The results? All 1,000 cars sold out in 41 minutes and more than 5,000 names were added to Pontiac’s “early order waitlist” during the promotion.

GOLD: YOU+HP Experience
Agency: Infinity Marketing Team, U.S.
Client: Hewlett-Packard
HP launched a multi-city “immersive” mobile tour that showed that a series of interactive hands-on experiences could captivate, inspire, educate and even activate consumers to purchase more than $20 million in digital photography/entertainment products on the spot. The modular, interactive structure traveled to major events across the U.S. and Canada to showcase 40 easy-to-use HP products in a dozen interactive concourses themed as different “worlds.” The tour generated more than 400,000 sweepstakes entries (prizes were awarded to 30 winners every 6 weeks) and a million product demos.

SILVER: Put It In Play
Agency: AMCI, U.S.
Client: Toyota Motor Sales
Toyota became relevant to fun-loving 18- to 34-year-olds with a program that turned one million square feet of outdoor space into an adult playground where they could use their Matrix, Celica and Corolla cars to play Vehicular Dodge Ball, High Octane Red Light/Green Light, Capture the Checkered Flag and Pro-Driver Speed Tag. Print, electronic and radio ads supported the 12-city tour, which attracted more than 10,000 participants—78% of whom fit the desired age target.

BRONZE: Blue Rules
Agency: Target-Market, Israel
Client: Pelephone Communications
Leading cellular provider Pelephone tapped into the Israeli sense of nationalism to communicate its new focus of touting products while connecting with customers in a personal way. The brand rallied behind Israel’s first home soccer games in 20 years by getting fans to produce a national team anthem, organize a fan club, put on game-day make-up and more. Radio, TV and electronic ads, along with contests, themed premiums, field marketing, p.r. and special events supported the campaign— while touting the company’s new G3 technology.

Best Cause or Charity Marketing Campaign

GLOBE AWARD: Tickled Pink
Agency: The Marketing Store, U.K.
Client: ASDA-Wal-Mart
ASDAWal-Mart’s in-house charity Tickled Pink raised awareness for Breast Cancer among millions of customers with Girls Night In, a program designed to bring thousands of women together on one specific night to raise money for the cause. The retailer staged a giant fundraising variety concert at the Royal Albert Hall in London, aired it on TV, and invited women to get together at friends’ houses to watch. Promotion support included Girls Night Out Party Kits, in-store merchandising, Web overlays and themed clothing. The event raised more than £2.5 million.

GOLD: THINK! Drink Drive Partnership
Agency: iris Nation, U.K.
Client: Department of Transport
Although the Department for Transport’s THINK! Drink Drive campaign has been successful over the years, more work needed to be done to reverse the recent increase in DWI-related casualties. Media partners showed men ages 17-30 how alcohol affects their judgment with powerful anti-drinking-before-driving imagery displayed in 5,000 taxis, hotels, pubs and restaurants. The program generated more than £800,000 worth of media value (4 times higher than the goal).

SILVER: Hooray For Hoggywood
Agency: Mars Advertising, U.S.
Client: American Diabetes Foundation
Who would ever think to make “Hollywood,” “pigs” and “diabetes” the center of a marketing campaign? The American Diabetes Foundation did just that with a program whose theme centered on Hollywood glam and pigs (the source of the first use of insulin to treat the disease). Kiss-a-Pig contests, “Steven Squeal-berg” mascots and a slew of themed communications materials including print ads, gala event programs, in-store event signage, posters, direct mail and Web overlays got Arkansasians to make 25% more in donations than they did the year before.

BRONZE: Paralympic Team Dream Campaign
Agency: M Marketing, Inc., Canada
Client: Visa Canada
Visa’s worldwide sponsorship of the Olympic Games extends to include the Paralympic Games, a competition where elite athletes with physical disabilities compete on a world-class stage. To support the cause, Visa created a multi-faceted program that raised $42,000 for the Canadian Paralympic Committee, increased awareness of Visa’s sponsorship of the Games and drove Visa sales volume, transactions and share at participating Grand & Toy stores on a designated day by encouraging shoppers to add $1 to their purchase for the chance to win tickets to Athens to attend the Games.

Best Event Marketing Campaign

GLOBE AWARD: Put It In Play
Agency: AMCI, U.S.
Client: Toyota Motor Sales
Toyota became relevant to fun-loving 18- to 34-year-olds with a program that turned one million square feet of outdoor space into an adult playground where they could use their Matrix, Celica and Corolla cars to play Vehicular Dodge Ball, High Octane Red Light/Green Light, Capture the Checkered Flag and Pro-Driver Speed Tag. Print, electronic and radio ads supported the 12-city tour, which attracted more than 10,000 participants—78% of whom fit the desired age target.

GOLD: The Meow Mix Café
Agency: Grand Central Marketing, U.S.
Client: The Meow Mix Co.
[see description above]

SILVER: VERB Anytour Agency: Frankel, an Arc Worldwide Company, U.S.
Client: Centers for Disease Control
VERB Anytour inspired “tweens” to get more physically active by showing them that there are no barriers to play. A 16-week, 6-truck mobile tour visited 100 cities, making 499 stops at summer festivals, pro sports stadiums, parks, pools, concerts, beaches and amusement parks. The result? More than 840,000 kids ages 9 to 13 put aside their computers, TVs and video games to discover an endless number of play possibilities outside of the house.

BRONZE: CNN’s Convention Diner
Agency: Civic Entertainment Group, U.S.
Client: CNN
[see description above]

Best Small-Budget Campaign

GLOBE AWARD: Pit Stop Shell
Agency: Biruta Midias Mirabolantes, Brazil
Client: Shell
Guerrilla marketing made Shell’s sponsorship of Team Ferrari look bigger than it really was during Formula One’s Gran Prix racing event in São Paulo. A Shell V-Power team clad in Shell-emblazoned uniforms worked 10-hours a day for 5 days to serve as “pit-stop” mechanical engineers for 12,000 “regular” drivers passing through 30 of the city’s busiest intersections. The engineers not only checked their tires, cleaned their windows and hubcaps and appeared to fill their gas tanks with Shell V-Power gas— and also gave out thousands of Shell-themed premiums and refreshments and generated a tremendous amount of p.r. for the brand.

GOLD: Secret Note
Agency: Arc Worldwide, Malaysia
Client: Malaysia Airlines
Malaysia Airlines targeted a specific upscale, Web-savvy target audience with an offer it hoped they wouldn’t be able to refuse— tell their friends about. Some 1,000 households received a mysterious envelope in the mail containing a lead pencil and a piece of plain paper. When shaded, the paper revealed a secret message directing them to the airline’s Web site where— they hurried— could take advantage of some great travel packages on Malaysia Air. Recipients couldn’t help but tell their friends, resulting in a viral effect that generated 28,000 hits in 48 hours and $825,000 worth of tickets bought online.

SILVER: VH1 Save The Music
Agency: Universal Consulting Group, U.S.
Client: VH1
April 15 is tax day in the U.S., but last year it was also the day VH1 raised awareness for keeping music programs alive in New York City schools. Street teams clad in EMS (“Emergency Music Support”) scrubs hit the streets in a “Save the Music”-branded vintage 1968 Cadillac ambulance that stopped to make emergency calls at important and well-trafficked NY outdoor venues and parks. At each location the crew promoted the performing artists of the VH1 Save the Music Concert and staged “music emergencies” and “rescues” of injured instruments strapped to stretchers. More than 300,000 New Yorkers were exposed to VH1’s EMS teams.

BRONZE: Attention Mines
Agency: Eskadra-Promarket, Poland
Client: Urzad Miasta Krakowa
Krakow’s Department for Environmental Preservation used a powerful and humorous campaign to get local dog-owners to get excited about cleaning up after their dogs— that needed to be done as the city was beginning to earn a reputation for being rampant with doggy doo. Partnering with a popular dog magazine to get the word out, the organization staged a huge clean up effort— invited important government officials who actually showed up— around an important military operation focusing on the removal of “mines.” Custom-illustrated
T-shirts and special collection containers were distributed free of charge to those who participated.