The 2002 Globes Awards were presented by the Association of Promotion Marketing Agencies Worldwide last month. ❦ The Gran Prix went to a New Zealand campaign for Smirnoff vodka, created by Wow Rapp Collins, Aukland. (That campaign also snagged a Globe for Best Use of Advertising.) ❦ Sixteen judges reviewed 150 campaigns, gleaned from 25 competitions internationally (with a total of 1,200 entries). Winners from those regional competitions, including PROMO’S PRO Awards in the U.S., are automatically entered into the Globes. Up to four awards — Globes Award, gold, silver, and bronze — are presented in 16 categories by Stamford, CT-based APMA. Here are the 2002 winners.
Gran Prix Award and Best Use of Advertising
Agency/Client: Wow Rapp Collins, New Zealand/Smirnoff Vodka
Campaign: Smirnoff Half Day Off
Smirnoff wowed New Zealand with the first official Smirnoff “Half Day Off,” encouraging 20-somethings to leave work at noon on Dec. 7 to meet friends at designated bars throughout the country. Smirnoff spread the message with edgy billboards, street posters, magazine ads, Web banners, and flyers posted in bars, clubs, and music stores. Consumers registered at Smirnoff’s Web site for a chance to get their bar tabs paid (5,000 people got checks for $25). Radio DJs walked out at noon to join the half day off crowds, and all registrants got an e-mail instructing them to “turn your computers off and head for the bar.”
Sales rose an average 131 percent that day, and spontaneous brand awareness was up 50 percent. Fully 242 bars participated (Smirnoff hoped for 100), and the brand boosted market share 8.2-percent. The Web site generated 8.5 million hits (56,000 of them unique users), and 75 percent of registrants referred a friend.
Best Multi-Discipline Promotion and Most Effective Long-Term Campaign
Agency/Client: Bates/141, Singapore/Asia Pacific Breweries Singapore
Campaign: Heineken Green Room Sessions
Heineken’s music program in Singapore boosted sales 57 percent. Monthly “smooth grooves parties” at trendy pubs and bars hosted bands and DJs. Merchandising and in-bar promotions, and concerts at jazz festivals supported. Product awareness jumped 50 to 80 percent.
Best Use of Direct Marketing
Agency/Client: Wow Rapp Collins, New Zealand/The Clorox Co.
Campaign: The Clorox Creative Challenge
Retailers know Clorox’s cleaning products, but New Zealanders prefer low-priced private label. So Clorox appealed to the community with an art contest for schoolkids themed “It’s better living in New Zealand.” Kids submitted artwork using at least one Clorox product to vie for $40,000 in prizes. Mailings wrapped in Glad Wrap bags and printed on Chux Cloths went to 2,400 schools with kits for students’ entries. Clorox got a 29-percent response rate (700 schools), 26,000 Web site visitors, and boosted fourth-quarter sales five percent.
Best Idea or Concept and Most Innovative Communications Strategy
Agency/Client: MarketingDrive Worldwide, Canada/Coors Brewing Co.
Campaign: Coors Light Tracker
Coors courted young Quebec men with a sweeps using global positioning system (GPS) technology. Ads and P-O-P told consumers to look for one of three “tracker bottles” inside 12- and 24-bottle cases. Coors’ GPS system pinpointed the winners. A Coors Light Tracker Team with VJ and camera crew “tracked” the three winners to broadcast footage on TV. An online contest awarded branded goods. Coors garnered a triple-digit sales increase and a one-point spike in share.
Best Use of New Media
Agency/Client: Momentum, Belgium/Coca-Cola
Campaign: Message in a Coca-Cola
Despite Belgium’s stringent promo restrictions, Coca-Cola got kids to ask for Coke in bottles (rather than fountain drinks), then peel off bottle labels to reveal a code. Kids called in the code to send a funny pre-recorded audio or text message to a friend’s cell phone. P-O-P, radio, and an online promo supported. Consumers made 1.67 million cell phone calls — a huge response for a country of 10 million, and only 1.7 million in the target audience. Sales volume in hotels, restaurants, and cafes rose seven percent for Coke and 14 percent for Coke Light; bottle distribution hit 72 percent, up from 47 percent in 1999.
Best Activity Generating Brand Awareness and Trial Recruitment (tie)
Agency/Client: 360 Youth Inc., USA/Procter & Gamble
Campaign: Old Spice Red Zone
Procter & Gamble used football coaches to sell teens on Red Zone deodorant (see “PRO Awards” on page 39). Coaches in 4,000 schools got kits with samples and branded premiums; a five-month program recognized players weekly for their on-field efforts in the “red zone.” Fifty were lauded as Red Zone Players of the Year in a USA Today ad. Trial was 81 percent and purchase after trial was 13 percent.
Agency/Client: Capital C Communications, Canada/Microsoft Corp.
Campaign: Xbox Canadian Launch
Microsoft wooed 16- to 26-year-old Canadians with an Xbox compilation music CD that showed off its sound system; an instant-win game; and campus events at 80 percent of Canada’s colleges. Consumers who bought one of four games got a game card to vie for an RCA home theater and Plasma Screen TV, Xbox games, or the music CD. Microsoft sold 30,000 CDs and distributed 50,000 game cards, racking up a 31-percent market share in just eight months.
Best Activity Generating Brand Volume
Agency/Client: Bates Yomiko, Japan/Brown & Williamson
Campaign: Lucky Strike — 130 Years of Excellence
Lucky Strike sold Japanese 20-somethings on Lucky Strike’s 130-year-old heritage. An on-pack, instant-win game awarded music store gift certificates and MP3 players. Participants submitted 10 proofs of purchase to enter a second-chance sweepstakes awarding mini disc players. Direct mail, transit, print, and vending machine P-O-P supported. Incremental sales rose 30.4 percent and distribution expanded to 52,000 vending machines from 13,000 retail outlets.
Best Activity Generating Brand Loyalty
Agency/Client: BBDO Worldwide, USA/DaimlerChrysler
Campaign: Camp Jeep
The eighth annual Camp Jeep drew more than 8,000 attendees (see “PRO Awards” on page 39). Jeep targeted past attendees and Jeep owners with personalized invitations, product catalogs, newsletters, auto show displays, and p.r. Afterwards, 84 percent of attendees said the event made them feel better about the Jeep; 95 percent said they’d buy another Jeep; and 94 percent would recommend Jeep to friends.
Best Business-to-Business Campaign
Agency/Client: Target Market, Israel/Clal Credit Insurance
Campaign: No-Fally
Clal Credit educated Israeli CEOs and CFOs about credit insurance with a direct-marketing campaign so compelling that it got past the “secretary barrier” 60 percent of the time. Based on Monopoly, the mailer simulated a business scenario, taking players through the experience of closing a deal, granting credit, losing the customer, and going bankrupt. More than 12 percent of recipients scheduled an appointment.
Best Retail Account-Specific Activity
Agency/Client: CoActive Marketing Group, USA/Safeway Inc.
Campaign: Eat Like A Champion
Safeway supermarkets used soccer to sell veggies (see “PRO Awards” on page 30). The grocer tapped its longtime tie to Produce for Better Health Foundation’s 5 A Day campaign and 12 produce marketers to adopt local schools. Nutrition lesson plans and 21-day wall charts tracked kids’ consumption. Soccer-themed events in stores and schools, P-O-P, direct marketing, and p.r. supported. Produce sales jumped during all three flights, up 61 percent in March 2001; 35 percent in September 2001; and 45 percent last February.
Best Dealer or Salesforce Activity
Agency/Client: Faza Productions, Ltd., Israel/Aryeh Insurance
Campaign: Josephine
Aryeh Insurance inspired its salespeople with a three-month campaign starring a mysterious French woman who “acted” as company spokesperson. The sexy “Josephine” sent e-mails, faxes, and letters to 210 sales reps touting parties she would “host,” including one at her “summer house.” A final event revealed that Josephine was one of Israel’s top male comedians. Sales doubled, as did the number of salesmen achieving the top reward.
Best Art Direction in a Promotion Campaign
Agency/Client: Momentum Comunicacion, Spain/Bacardi & Co.
Campaign: Bienvenido a Bombay
Bombay Gin positioned itself as a cutting-edge drink for upscale consumers. The Welcome to Bombay campaign offered Spaniards stylish gifts — revealed by a branded coaster that bar patrons got when they ordered a Bombay drink. P-O-P, outdoor ads, 750 on-premise events, and online work supported. Sales rose 57 percent.
Best Copywriting in a Promotion Campaign
Agency/Client: Billington Cartmell Ltd., UK/Flextech TV
Campaign: ‘txt god’
Flextech’s Trouble TV used text messaging to build teen loyalty and a viewer database. “Txt god” logos and codes appeared on-screen; viewers sent Trouble TV text or e-mail messages with these codes, their date of birth, and cell phone numbers to enter a daily drawing. Winners and losers got personal messages and prizes from third-party sponsors such as Nokia, Burger King, and Heinz. Trouble TV got 100,000-plus responses (double its goal) and ratings rose 36 to 56 percent.
Best Photography in a Promotion
Agency/Client: Bates/141, Singapore/Nokia
Campaign: Nokia 5210 — Dressed for Thrills
Nokia harnessed earth, wind, fire, and water to woo active young adults. Four executions showed a character for each element “Dressed for Thrills” in sporty clothes. Ads showed the phone as an element of urbanites’ lifestyle, in tandem with events, promotion, and direct marketing. Launch sales exceeded forecasts.
Gold, Silver and Bronze Finalists
Best Multi-Discipline Campaign
Gold: Axe Sins Promotion, Creactiva & Lowe Porta Agency, Unilever, Chile
Best Use of Advertising
Gold: Virgin Colours Consumer Launch, Tequila, Virgin Drinks, Singapore
Silver: Christmas Season, J. Walter Thompson, Unilever, Argentina
Bronze: Sprite Need Gear, MarketingDrive Worldwide, Coca-Cola, Canada
Best Use of Direct Marketing
Gold: Permanent Seat License, Beyond DDB Chicago, Chicago Bears, USA
Silver: No-Fally, Target Market, Clal Credit Insurance, Israel
Bronze: Tell Us Where to Go, Tequila, Virgin One, UK
Most Innovative Communications Strategy
Gold: City Life, 141 Worldwide, British American Tobacco, UK
Silver: Half Day Off, Wow Rapp Collins, Smirnoff, New Zealand
Bronze: Pox Launch, Target Marketing & Promotions, Hasbro, USA
Best Use of New Media
Gold: Half Day Off, Wow Rapp Collins, Smirnoff, New Zealand
Silver: Web Address cokeauction.co.uk, Mosaic, Coca-Cola, UK
Bronze: Post iBid, Takamatsu Group, Kraft Foods, Canada
Most Effective Long-Term Campaign
Gold: Natural Confidence, Noble & Associates, Gerber Products, USA
Best Activity Generating Brand Awareness
Gold: Kirin Chu-Hi Hyoketsu Kajyu, Daiko Adv., Kirin Brewery, Japan
Silver: Yoplait — Israel is Painted in Red, The Promarket Group, Tnuva, Israel
Best Activity Generating Brand Volume
Gold: Ribena Free Fridge Jug, The Marketing Store Worldwide, GlaxoSmithKline, UK
Silver: Green Room Sessions, Bates/141, Heineken, Singapore
Best Business-to-Business
Gold: Whatever Field, SMP, talkSPORT, UK
Silver: Red Baron Solo, Noble & Associates, Schwan’s Consumer Brands, USA
Best Retail Account-Specific Activity
Gold: Les Sacs Hantes de l’Halloween, Blitz Direct, Metro Richelieu, Canada
Best Dealer or Salesforce Activity
Gold: Connection Cards, PowerPact, Aventis Oncology, USA
Best Idea or Concept
Gold: Have You Seen My Sister?, BD, Coors Brewers, UK
Best Art Direction in a Promotion
Gold: Nokia 5210 — Dressed for Thrills, 141 Worldwide, Nokia, Singapore
Silver: No-Fally, Target Market, Clal Credit Insurance, Israel
Best Copywriting in a Promotion
Gold: Message in a Coca-Cola, Momentum, Coca-Cola, Belgium
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