Promotion
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Agencies
2012 PRO Award Winner: Draftfcb for U.S. Postal Service
Faced with declining use of P.O. boxes, the U.S. Postal Service and Draftfcb designed a campaign to emphasize the convenience and security of mail delivery to in-statoin units as “Your Other Address”. The test in 1,100 resulted in a 39% lift in applicatons for boxes per 1,000 customers and has now gone national.
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Agencies
2012 PRO Award Finalist: AMP Agency for Samsonite
2012 PRO Award Finalist: AMP Agency for Samsonite and the “Samsonite Tough Tour” experiential promotion.
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Agencies
2012 PRO Award Winner: SpyderLynk for Glamour Magazine
To build awareness around its March issue, Glamour created additional mobile shopping experiences prior to the issue’s publication.
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Agencies
2012 PRO Award Finalist: United States Tennis Association for USTA
2012 PRO Award Finalist: United States Tennis Association for USTA and the “SmashZone Mobile Tour.”
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Agencies
2012 PRO Award Winner: Arc Worldwide/ Leo Burnett for MillerCoors
The Keystone Light brand ran a promotion built on the perception that while much of its target demo shows interest in hunting, they don’t actually hunt. So MillerCoors sent them looking for hunter-orange cans in stores and created packaging that could display the cans as trophies.
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Agencies
2012 PRO Award Finalist: George P. Johnson for Cisco
Cisco’s 2011 Global Sales Experience conference put social, mobile and interactive tools into the hands of some 22,000 company sales staff from 95 countries. Attendees could manage their agenda via mobile apps, unlock badges for consuming content, attend virtual sessions and even take part in an educational role-playing game, “A Matter of Time”.
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Agencies
Ryan Partnership Knows the View from the Aisles
In-store marketing has grown up into a more impactful, data-driven proposition: shopper marketing. And that means a greater involvement by promotional agencies in designing, activating and analyzing campaigns brands run inside retail outlets, says Karen Gebhart, senior vice president of Ryan Partnership, one of this year’s Top 10 in-store/shopper marketing specialist agencies.
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Agencies
2012 PRO Award Finalist: Arnold Worldwide for Vertex Pharmaceuticals
Four million people in the U.S. have hepatitis C and 3 million don’t know it. The unbranded hepatitis C awareness movement was created by Vertex Pharmaceuticals to help spread awareness and understanding of the disease, provide education and encourage individuals who may be at risk to get tested.
New York City was selected as a target market because it is has the highest concentration of individuals infected with hepatitis C in the nation. Hispanics and African Americans were targeted because they have the highest prevalence numbers.
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Agencies
Mobile Looms Large as Facebook Fights Branding Medium Label
There’s a lot more news in Facebook-land than just its recently announced financial performance. Nestled within the company’s very first earning report and related management call are a number of gems regarding how marketers can best make use of changes the social network is planning. Want a hint? Think mobile, and think it a lot.
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Agencies
Revolution Targets the Sporting Life
Athletes work constantly to strengthen their bodies. In a similar fashion, Chicago-based Revolution uses sports to help brands strengthen customer relationships.