2010 Finalists

Creative Media Awards

Branded Entertainment: Protect Ur Rep by McKinney for Qwest Communications

McKinney
Qwest Communications, “Protect Ur Rep”
Finalist Branded Content/Product Placement
With the help of agency partner McKinney, broadband provider Strategy Qwest sought to do the impossible: engage hard-to-reach, hard-to-distract, ad-resistant gamers. In-game ad placement was the obvious answer, so they used it as a starting point. To really get the attention of Xbox LIVE users, Qwest’s “Protect Ur Rep” campaign gave gamers the chance to show off their skills to the broader gaming community by plastering their Xbox LIVE avatars on in-game ads. In other words, if a gamer posted high enough scores, the entire community would see their custom-made avatars occupying Qwest-branded ad space. Cool, right? The only problem was execution; there was no way to dynamically push new content into Xbox LIVE. Working with Xbox, McKinney invented a process to assemble and traffic 300 unique in-game units throughout the campaign. Clearly earning a little street cred, a full 50 percent of gamers who competed for a chance at in-game fame opted to receive Qwest information.

Credits: McKinney: Jonathan Cude, Chief Creative Officer; Glen Fellman, Group Creative Director; Reid Hultman, Copywriter; JD Humphreys, Art Director; Nicole Kuhnlein, Lead Producer; Rafe Kemmis, Programmer; Beth McKnight, Programmer; Forrest Maready, Animation; Kristin Siha, Production Artist; David Yuan, Production Artist; Andy Ives, Production Coordinator; Denis Budniewski, Group Account Director; Ryan Oleson, Account Director; Bob Cordell, Account Supervisor; Felisha Midgett, Project Leader; Lindsay Parina, Project Leader; Christin Prince, Interactive Strategist; Sean Jecko, Senior Account Planner; Whitney Otto, Media Supervisor; Randi Smith, Media Planner; Ben Blackmer, Media Supervisor; Wade Lewis, Studio Arts Manager; John Silverman, Studio Resources Manager; Lizzie Ruiz, Project Coordinator; Able Parris, Studio Artist; Karla Mickens, Studio Artist; Kevin Grealey, Proofreader; Joseph Levinski, QA Specialist; Qwest Communications: Keith Nyhouse, Director, eMarketing; GMR Marketing; Massive Ad Network; Microsoft Xbox LIVE.; General Motors TNT Men of a Certain Age Integrations by Turner Boradcasting Systems, LLC for General Motors, Chevrolet

Turner Broadcasting System/Starcom MediaVest
General Motors, Chevrolet, “Men of a Certain Age integrations”
Finalist Branded Content/Product Placement
The best measures of branded content are the emotional strength of the content in which a brand/product is placed, and the seamlessness of the placement. Chevrolet’s leading role in TBS’ new series, Men of a Certain Age, is masterful on both counts, creating a lingering, emotional connection with the General Motors brand that no average “ad” could achieve. Credit goes to TBS and Starcom MediaVest for facilitating the experience, and to General Motors for subjecting its brand to such a charged environment. The glory, however, goes to actor Andre Braugher who, as a soul-searching car salesman at his father’s dealership, brilliantly transposes his own integrity, likeability and humaneness onto Chevrolet. In quantitative terms, Nielsen IAG found that a full 63 percent of viewers recalled Chevrolet’s connection to the show. But beyond mere recollection, we’re betting the placement leaves a lasting impression on viewers.
Affiliated Agency: Starcom MediaVest

Credits: Lia Silkworth, VP Director Starcom Mediavest Steve Tihanyi, general director for marketing services, alliances and branded entertainment, General Motors Michael Strober, Sales manager Ad Sales Turner Entertainment Networks Patty Gilletee, VP Ad Sales Marketing and Promotions Turner Entertainment Networks Kari Genchi, Director Ad Sales Marketing and Promotions Turner Entertainment Networks Amy Elliot, VP TNT Originals, Turner Entertainment Networks; Sprite Step Off by MediaVest for Coca-Cola North America / Sprite

MediaVest
Coca-Cola North America/Sprite, "Sprite Step Off"
Finalist Branded Content/Product Placement
Sprite, which prides itself on "insider status" among African-American youth, needed a fresh way to engage this target demo. With a focus on authenticity, community support and higher education, it worked with agency partner MediaVest to connect through the naturally passionate pursuit of "stepping" - a synchronized group-dance style popular among college fraternities and sororities. The brand and agency created the first nationwide "Sprite Stepping" competition. It began with 89 teams at local and regional events around the country, and culminated in six nationally-televised competitions on MTV. Hosted by rapper Ludacris, the shows also served to tell some of the teams' personal stories, and rewarded them with over $100,000 for their participation. The result? The show's premiere was the highest rated program launch on MTV2 since 2006, while, following the campaign, Sprite volume sales were up 6.7 percent year-over.

Credits: Coca-Cola Anita Rajendra Media & Interactive Manager 404-676-0637 arajendra@na.ko.com Coca-Cola Chandra Culpepper Media & Interactive Manager 404-676-2307 cculpepper@na.ko.com Coca-Cola Augusto Elias Marketing Director 404-676-4094 auelias@na.ko.com Coca-Cola Maurice Cooper Brand Manager 404-676-2383 macopper@na.ko.com MediaVest Erica Rosengart SVP, Group Client Director 212-468-3218 erica.rosengart@mediavestww.com MediaVest Brad Liebow SVP, Group Client Director 212-468-4274 brad.liebow@mediavestww.com MediaVest Erin Harvey VP, Connections Director 212-468-3905 erin.harvey@mediavestww.com MediaVest Jonathon Hsia VP, Digital Director 212-468-3385 jonathon.hsia@mediavestww.com MediaVest Julie Goldstein VP, Activation Director 212-468-4207 julie.goldstein@mediavestww.com MediaVest Katy Carlin Digital Associate Director 212-468-4208 katy.carlin@mediavestww.com MediaVest Jasmine Lee Connections Associate Director 212-468-4273 jasmine.lee@mediavesww.com MediaVest David Vitelli Connections Manager 212-468-3790 David.vitelli@mediavestww.com MediaVest Kendra Hatcher King SVP, Consumer Contextual Planner 404-629-6223 Kendra.Hatcher@mediavestww.com

Business Media: Business on Main by Mindshare/Mindshare Entertainment for Sprint

Mindshare
Sprint, “Business on Main”
Finalist BUSINESS MEDIA
With its “Business on Main” campaign, Sprint aimed to create a branded destination where small business owners could convene online to share ideas, get advice from business experts and promote their companies. The site, which integrates Sprint campaign promotions, offers users not only an online community but also video interviews with CEOs, Q&As with business consultants and two original series. A mobile version of the site, optimized for most smartphones, allows users to read or listen to articles and view all episodes of the two series. Purchaser intent rose 60% at more than three visits and site visits surpassed the goal of 5 million in the first year.

Credits: Derek Topel, Mindshare; Joe Migliozzi, Mindshare; Mark Potts, Mindshare; Natalie Lee, Mindshare; Michael Hynd, Mindshare; Vincent Tang, Mindshare; Kara Swift, Mindshare; Jonathon Manka, Mindshare; David Lang, Mindshare Entertainment; Greg Manago, Mindshare Entertainment; Tiffany Winter, Mindshare Entertainment; Jake Smith, Mindshare Entertainment; Control Freak by Approva Corporation for Approva Corporation

Approva Corporation
Agilent Technologies, "Control Freak"
Finalist BUSINESS MEDIA
For its campaign, aimed at highlighting the company's expertise in matters related to continuous controls monitoring, Approva created a "Control Freaks" microsite meant to serve as a humorous way to draw in potential clients. The site includes the Control Freak Blog, where Approva offers commentary on news relating to corporate governance; the "Should've Had a Control Freak" video series, consisting of short vignettes; a link to Onetropolis, a virtual city run by Control Freaks; and the Official Control Freak eHandbook, which explains continuous controls monitoring technology. The vignettes garnered more than 3,000 views in just two months, while the eHandbook was downloaded by more than 1,500 users within one month of its launch.
Affiliated Agency: DBC PR+New Media (public relations and creative agency; development of campaign theme, creation of content for blog, surveys, videos & eBook)
Creative Agency: A Brand New Way (digital interactive firm; design of campaign website, blog and Onetropolis microsite)

Credits: Michael Evans, VP of Marketing at Approva Corporation Katina Fisk, Marketing Manager at Approva Corporation Dan Baum, CEO at DBC PR+New Media Marisa Hagerman, Account Director at DBC PR+New Media Erin Auci, Account Executive at DBC PR+New Media Sarah Nicholson, Copywriter at DBC PR+New Media Patrick Ashamalla, Founder and Principal at A Brand New Way; "Rudy" About.com Branding and Awareness 2010 by Gigantic for About.com

Gigantic
About.com, "Rudy"
Finalist BUSINESS MEDIA
Gigantic, along with MediaStorm, created a branding campaign aimed at reminding media professionals of About.com's value to consumers - its expertise on a variety of topics. The creative featured consumers, represented by stick figures, who need to know how to maximize tax refunds, travel with a newborn, lower cholesterol levels and other matters. The ads appeared in New York locations where they were likely to be seen by media buyers, including the top of taxis, sides of buses, subway station walls and telephone kiosks. One aerial banner ad that mentioned consumers' need to find beach activities was flown over popular metro beaches.
Affiliated Agency: Media Buying
Creative Agency: MediaStorm

Credits: Advertiser Perceptions Bernard Urban, President + CCO, Gigantic Victoria Else, VP Strategy, Gigantic Alan Keane, Sr. Project Manager, Gigantic Russell Zingale, Managing Director, MediaStorm Tina Tison, MediaStorm Megan Dube, MediaStorm Randy Cohen, President and COO, Advertiser Perceptions

Communications Channel Plan: Stains Out. No Doubt by Starcom USA for P&G/Tide Stain Release

Starcom, USA
P&G/Tide Stain Release, "Stains Out. No Doubt"
Finalist Communications Channel Plan
When Procter & Gamble decided to launch a premium version of its Tide detergent brand at the height of an economic recession, it turned to media agency Starcom to develop a communications plan that would position Tide Stain Release as an indispensable line for a key consumer segment: moms who would be willing to pay a little more to protect valuable children's clothing. Armed with that consumer insight, the Starcom team developed an integrated campaign around premium baby and toddler clothing marketer Gymboree that effectively turned its retail stores and sales staff into a communications channel for TSR. Every purchase made at Gymboree included a free sample and literature educating moms on how to keep their new purchases stain-free. Starcom reinforced the integration by tapping into influential mommy bloggers.

Credits: Isabella Wang (SMG) Cindy DeLeon (SMG) Beth Milligan (SMG) Alejandro Bethlen (P&G) Lauren Stafford (P&G) Sarah Pasquinucci (P&G) Rebecca Dickson (DeVries PR) Amy Schoenberger (DeVries PR) Gus Marmarinos (Saatchi); A grounded blimp still gets air time by MPG for Goodyear/Fuel Max Tires

MPG
Goodyear/Fuel Max Tires, "Grounded Blimp"
Finalist Communications Channel Plan
Some communications channel strategies are full of hot air. The one MPG developed to promote client Goodyear's Fuel Max Tires was, well, the opposite of that. When Goodyear's trademark blimp was grounded due to economic cutbacks, the media shop turned a negative into a positive and transformed the iconic airship into a virtual communications channel that generated real results. Working largely with stock archival footage, the mpg team developed branded content that inserted the Goodyear Blimp and its flight crew into an array of programming, including color commentary during major sporting events. Best of all, because the content was embedded and integrated into programming, the virtual blimp campaign was essentially "DVR-proof." To viewers, it appeared as if the Goodyear Blimp flight crew were bantering in a real blimp, hovering above the fields, stadiums or arenas they were covering - all for a fraction of the cost of the real McCoy.
Affiliated Agency: Media Contacts
Creative Agency: McCann Erickson

Credits: Albert Samuelian (VP, Group Account Director) Patrick LaCroix (Account Director) Jennifer Cahill (Media Planning Supervisor) Kaitlyn Murphy (Media Planning Supervisor) Jeff Gagne (VP, Account Director - National Broadcast) Heather Brady (National Broadcast Supervisor); Mootopia by Goodby, Silverstein & Partners for California Milk Processor Board

Goodby, Silverstein & Partners
California Milk Processor Board, "Mootopia"
Finalist Communications Channel Plan
Just when you thought the team at Goodby, Silverstein & Partners had milked the California Milk Processor Board account for all it could, the agency figured out a way to make milk appealing to one of its most elusive, but most important markets: teens. How? By turning their sense of narcissism into a new communications channel. The channel, embodied in a magical utopian world known as Mootopia, where "hair grows like finely woven silk" and muscle-building "borders on miraculous," was brought to life via a series of experiential events and activities sure to appeal to the youth market, including an 18-day series of summer events held under milky-white cabanas, where Mootopian citizens (beautiful brand ambassadors) welcomed visitors, passing out milk-based smoothies. Artists created custom t-shirts featuring Mootopian imagery; giveaways connected to benefits - nail files - were passed out as souvenirs. Free manicures reinforced the benefit of strong nails, hair styling connected milk with shiny hair, and arm-wrestling stations aligned with muscle building. The agency extended and expanded the presence of Mootopia online, via visitmootopia.com, where a broader community of teens could immerse themselves in the legend of Mootopia, listen to the land's anthem and play games created around the benefits of milk. An exclusive partnership with DailyCandy brought tangible health/beauty offers to those who visited Mootopia via the website or Mootopia's Facebook page.
Affiliated Agency: Grow Marketing, event activation partner

Credits: Jessica Boyer, Group Communication Strategy Director Jen Whalen, Senior Communication Strategist Ben Cafuir, Communication Strategist Brittany Hawkins, Communication Strategist Krista Miyashiro, Junior Communication Strategist Ashley Weber, Account Director Krista Kelly, Account Manager Kelly Evans-Pfeifer, Brand Strategy Director Alina Shabashevich, Junior Brand Strategist Jeff Goodby, Co-chairman, Partner Rus Chao, Associate Creative Director Kevin Koller, Associate Creative Director

Consumer Magazines: Versatility Campaign by Maxus for Church & Dwight / Arm & Hammer / Baking Soda

Maxus
Church & Dwight/Arm & Hammer/Baking Soda, “Versatility”
Finalist CONSUMER MAGAZINES
A&H’s baking soda has a million uses beside keeping the refrigerator scent-free. To modernize a 160-year-old brand, vertical ads were positioned next to a magazine’s lifestyle content: food, personal care, household, etc. The copy was clean, brief and effective, enhancing edit with useful ad tips. Take note: you can add a pinch of A&H to keep cupcakes from cracking and your face glowing. Talk about versatile! And readers listened: total pounds of A&H Baking Soda used increased by 4.9% in the last 52 weeks; in addition, consumers are buying bigger boxes: the two- and four-lb. sizes. Best of all, from a grow-your-demo vantage point, the 35-44 set has increased usage by 16 points.
Affiliated Agency: Ferrara (creative): developed print architecture and specific print executions

Credits: Jane Barasch, Managing Partner, Strategic Planning Director, Maxus Aimee Garriga, Senior Partner, Group Planning Director, Maxus Leah Levison, Partner, Associate Planning Director, Maxus Lukeisha Paul, Partner, Associate Director, Maxus Jodi Lakner, Print Manager, Maxus Christine McManus, Management Supervisor, Ferrara & Company David Cohen, Vice President, Marketing, Church & Dwight Kristen Bastian, Product Manager, Church & Dwight; Countdown by Mindshare for Kimberly Clark/Huggies

Mindshare
Kimberly Clark/Huggies, "Countdown"
Finalist CONSUMER MAGAZINES
Huggies created Countdown magazine, which is chock-full of helpful info about everything from pregnancy to sex, labor pain to the baby's development. The art direction is bright and the edit accessible rather than overwhelming. Key reminder per Countdown: The baby can recognize your voice inside the womb. (So make sure she hears more Gershwin and less reality TV.) Huggies ads in Countdown were informative and practical versus relentlessly pitchy. Plus, it cleverly let expectant mothers register for diapers. Since babies go through 10+ a day, it pays to be prepared. The magazine built brand equity by doubling as a service pub, and the effort worked; 83% of the 1.5 million moms who got it stated they would "definitely or probably" purchase Huggies diapers.

Credits: Bohb Blair, Joanna Tapio, Laura Kleyweg; Brand by Fidelity Investments Media Services for Fidelity Investments

Fidelity Investments Media Services
Fidelity Investments, “Print Branding”
Finalist Consumer Magazine
Targeting its print branding campaign across six popular consumer titles, Fidelity came up with custom executions for each. In the New Yorker, cartoons in the magazine’s classic style ran as special “cartoonvertorials,” making jokes about investment strategies during various lifestages (such as “Living in Retirement”). In The Week, Fidelity’s green “guidance line” was woven through the table of contents, providing guidance through the issue. A special guide-to-top-museums section in Smithsonian also utilized a green guideline theme. A “Retirement From Tee to Green” gatefold ran in Golf. Along with these elements, Fidelity also negotiated special placement in the retirement issue of Money, and a tabbed cover takeover in SmartMoney.
Affiliated Agency: Fidelity Communications & Advertising (FCA)

Credits: Charles Venancio VP Executive Creative Director - Fidelity Communications & Advertising (FCA) Steve Larkin VP Advertising - FCA Frank Perrone Group Creative Director - FCA Rene Molina Design Supervisor - FCA Danuta Shasha VP Director of Media Fidelity Media Services Tish Malloy Director of Print Media - Fidelity Media Services Samantha Cafferty Media Supervisor - Fidelity Media Services

Creative: Alice - The White Rabbit Experience by Fallon for Syfy

Fallon
Syfy, "Alice: The White Rabbit Experience"
Finalist Creative
To promote Syfy's techie reimagining of Lewis Carroll's 145-year-old Alice in Wonderland, Fallon started out by putting consumers in the story, giving the White Rabbit (now a black-suited assassin with a frightening rabbit head) a Twitter feed and then letting him loose on the Internet. Creating a new subplot for the campaign, the White Rabbit was now after an item of the Red Queen's that had gone missing. Consumers were enlisted to join the hunt, and Rabbit creative jumped out of banners on sites across the Web, from EW.com to Youtube. Those who followed the Rabbit were led down a "rabbit hole" of faux (but convincing) microsites for the likes of the Wonderland Tea Co. and the Happy Hearts Casino. The Rabbit also bounded from the Web into the real world as a projection on city streets and also as a flash mob in NY - both of which resulted in social media chatter and press coverage about the Rabbit and the premiere.
Affiliated Agency: Ignited - Digital Partner
Creative Agency: Klip Collective - Projection Media

Credits: Target Marketing - Street Teams Fallon CCO: Darren Spiller AD/CW: Marques Gartrell AD/CW: Aaron Seymour-Anderson Creative Tech: Kla Haeck Director of Digital Development: Rocky Novak Director of Digital Insight: Aki Spicer Director of Digital Innovation: Marty Wetherall Producers: Matthew Polski, Kirsten O'Callaghan Media: Amber Benson, Andrea Brazelton, Brian Olsen VFX Artist: Matt Craig Syfy Blake Callaway, SVP Marketing: Brand and Strategic Dana Ortiz, VP, Brand Marketing Mozhgan Setoodeh, Manager, Off Air Marketing & Promotions Michael Engleman, SVP Marketing: Global Brand Strategy & Creative Will Lee, Creative Director Ignited (Digital Partner) Denise Pizante - Director, Digital Media Klip Collective (Projection Media) Nic D'Amico - Partner Target Marketing (Street Team) Peter Costa - President; True Blood Season 3 by PHD for HBO

PHD
HBO, "True Blood Season 3"
Finalist Creative
With the help of Medialets, PHD put mobile users in the bloody world of Bon Temps, the fictional world where True Blood is set. A series of mobile app takeovers using a transparent overlay on popular apps among the show's audience such as Flixter and Variety got momentum going for the season three premiere. When users navigated the apps with their fingers, they left bloody smudges. If they continued to interact, blood dripped down and covered the screen; finally came an announcement of the time and date of the season opener with an offer to watch the trailer.
Affiliated Agency: Medialets (Mobile Rich Media Creation)

Credits: Zach Enterlin (VP Advertising, HBO) Taryn Winkelman (Director, Advertising and Promotions, HBO) Talia Gerecitano (Manager, Advertising and Promotions, HBO) Andrea Cardamone (Group Account Director, PHD) Sal Candela (Digital Strategy Supervisor, PHD); Truth in Motion by MediaCom for Audi

MediaCom
Audi, "Truth in Motion"
Finalist Creative
Audi has long been a sponsor of the U.S. Olympic ski team, and in order not to get drowned out by competitors' ads during the games, but still not bust its budget, it came up with a way of enhancing that association. Mediacom enlisted Academy Award-nominated documentary director Brett Morgan to direct an hour-long sponsored documentary about the team's journey. The brand was present through sleek but noticeable interstices integrated throughout the movie. The association was obvious enough yet unobtrusive enough that The Ski Channel was prompted to say "This is not about corporate schilling...Audi is rad," in a review of the film. The primetime premiere on NBC granted a rare stage for branded content. Subsequent plays on Hulu, downloads from iTunes and views on Audi.com kept the story out there.

Credits: Adam Pincus, Managing Partner, Director of Content, MediaCom Kristin Goodloe, Managing Partner, Media Planning, MediaCom

Interactive/Enhanced TV: Abreva by BrightLine for Abreva

BrightLine
GlaxoSmithKline/Abreva, “Cold Sore Confessions”
Finalist Interactive/Enhanced TV
Sure, those channel guides listing for Taxi Cab Confessions might make you rush to your remote — but how about Cold Sore Confessions? Can’t wait, huh? GlaxoSmithKline’s Abreva took a chance with interactive TV provider BrightLine iTV, using testimonials of eight real sufferers. The program ran on Dish Network for eight days this past February — right in the heart of cold season — all to get sufferers who have never used the product. The videos on the site were part of a resource center, with tips, advice and product information viewers could access with their remote controls. More than 641,000 visitors went to the TV destination — nearly double the estimate and more than 300% higher than the number of website visits. Forty-six percent of the visitors to the destination were new users — even with sometimes big, medical-school-like graphic pictures of cold sores.

Credits: Lisa Maxwell-Anekwe, Brand Manager, Abreva Anna Humiecka, Senior Brand Manager, Abreva Joanna Hall - VP of Experience Design, BrightLine Pamela Sidran - Experience Design Associate, BrightLine; Hellmann's Holiday by BrightLine for Hellmann's

BrightLine
Hellmann’s, “Hellmann’s Holiday”
Finalist Interactive/Enhanced TV
Mayonnaise: part-condiment, part-joke, all necessary. That’s what the folks at Hellmann’s might tell you. But what exactly to do with it in this modern healthy age? Moving beyond “it’s time for real” campaign, Hellmann’s focused on an interactive TV program on DirecTV, Dish, and Rovi pushing consumers to the next step: using mayo in recipes. Here’s where Food Network’s Bobby Flay comes in, hosting a two-week campaign that ran last Thanksgiving. Going to the destination/channel offered up videos, text versions of recipes, food-theme games, and a sweepstakes. Some 3.9 million viewers paid a visit, and 472,000 consumers took in a “recipe view.” One of the amazing features got viewers to slowly type in their email addresses for further information. Some 17,000 dutifully pushed out each letter on their remotes. Bet they were hungry when they were done.

Credits: Harris Goldman, Associate Brand Manager, Hellmann's Joanna Hall, VP of Experience Design, BrightLine Eric Reidmiller, Experience Design Associate, BrightLine; True Blood Season 3’s LOST QR Code by PHD for HBO

PHD/Warbasse Design
HBO, "True Blood Season 3's LOST QR Code"
Finalist Interactive/Enhanced TV
One of the hottest TV shows, HBO's True Blood already had big ratings after two seasons. What does the client want in season three? Even bigger numbers! It's like sucking blood out of an animal. (Oh, yeah, it is!). In perhaps the first-ever TV commercial with a bar code embedded, a True Blood message could be scanned by viewers' mobile phones - helped no doubt by some time-shifting TV devices to stop and scan the video. Looking to make a big splash, the commercial ran in the series finale of ABC's Lost. In return, avid Blood fans got the first minute of the new season of Blood. As part of an overall campaign, HBO lifted viewership almost 40 percent over the season-two premiere to 5.1 million. And some 120 different blogs/entertainment sites covered the news - an effort, no doubt, to grab more platelets to feed the network's hunger.
Affiliated Agency: Warbasse Design (QR code and mobile site design and creation)
Creative Agency: SET Japan (QR code design)

Credits: Zach Enterlin (VP Advertising, HBO) Taryn Winkelman (Director, Advertising and Promotions, HBO) Talia Gerecitano (Manager, Advertising and Promotions, HBO) Anthony D’Souza (Coordinator, HBO) Andrea Cardamone (Group Account Director, PHD) Sarah Jayne Giannantonio (Associate Strategy Director, PHD) Sal Candela (Digital Strategy Supervisor, PHD) Nathan Brendal (Digital Planner, PHD) Philip Warbasse (CEO/Art Director, Warbasse Design) Greg McMaster (Creative Planner, SET Japan)

Media Plan: Turn Here by MPG for Fidelity Investments

MPG
Fidelity Investments, "Turn Here"
Finalist Media Plan
When financial services brand Fidelity Investments adopted its new "Follow the Green Line" campaign theme, media agency MPG developed a plan that would allow Fidelity's prospects to follow along via an array of media channels, including traditional media such as TV and magazine spreads, as well as branded content, online and out-of-home media. Playing on the "Green Line" campaign theme, mpg brought the navigational element to life with a plan that used it both symbolically and literally across media platforms. In sports programming, the "Green Line" was the perfect device to diagram a run in football by deconstructing the complex play into an easy-to-follow strategy for gridiron action. In print, a series of firsts included the "Green Line": a table of contents (The Week), a museum guide (Smithsonian) and a golf caddy (Golf Magazine). Online, the "Green Line" was featured as a custom skin on Golf.com and acted as an actual GPS for guiding users through a picture gallery of events on Golf.com. And, most palpable of all, in out-of-home media, the "Green Line" became a travel guide across stairways and escalators at busy airports.
Affiliated Agency: Media Contacts
Creative Agency: Fidelity Investments Media

Credits: Fidelity Investments Danuta Shasha - VP, Director of Media Services Tish Malloy - Director of Print Media Carrie Chaffee - Director, Media Julie Selig - Director, Media Anne Donahue - Director, Search Media Samantha Cafferty - Media Supervisor MPG/Media Contacts Shea Kelly, VP Group Account Director Patrick La Croix, Account Director Femaris Peña, Media Planning Supervisor Samuel May, Media Planner Megan Conlin, Assistant Media Planner Tracey Reiner, SVP Group Account Director Tracy Nesbit, National Broadcast Supervisor Sarah Buckley, National Broadcast Buyer Allison Beatrice, National Broadcast Assistant Buyer Kazi Ahmed, Account Director Blair Lerner, Account Director Michele Szobosiak, Media Supervisor Alexandra Butmi, Media Supervisor Samuel Burke, Media Planner/Buyer Kellie O’Conner, Media Planner/Buyer; Memorex We Time by OLSON for Memorex

Olson
Memorex, "We Time"
Finalist Media Plan
Powered by a keen consumer insight - that personal music platforms such as the iPod, iPad and iTunes create a sense of isolation by encouraging users to experience things by themselves - Olson developed a media plan for client Memorex that leveraged the communal nature of music. Built around a partnership with music download giant Rhapsody, Memorex's "We Time" campaign made listening to music a family-friendly activity, placing "modern moms" at the center of its media strategy, and offering them free "We Time" playlists that served as a means of bringing their families together. The campaign used key mommy blogs, mom-centric ad networks and heavy retail and place-based exposure, ranging from malls to movie theaters, including old-fashioned theater sing-alongs.
Affiliated Agency: OLSON

Credits: Credits Steve Lynch, Group Media Director, OLSON Dan Shaughnessy, Associate Media Director, OLSON Vince Keefe, Associate Director – Digital Media, OLSON Kyle Pleggenkuhle, Digital Media Strategist, OLSON Mark Andersen, Creative Director, OLSON Emalie Wichmann, Copywriter, OLSON Kristen Hasler, Designer, OLSON Jennifer Bastian, Group Account Director-VP, OLSON Sarah Tukua, Account Supervisor, OLSON Sarah Nill, Brand Anthropologist, OLSON; Start by Hill Holliday for Dunkin Donuts

Hill Holliday
Dunkin' Donuts, "Start"
Finalist Media Plan
When you have a brand that quite literally starts many of its consumers' days, the best media strategy would be one built around the first media that communicates to them each day. That is effectively what Hill Holliday did with its 2009-10 media plan for client Dunkin' Donuts. Leveraging research indicating that consumers of the brand were already predisposed to receiving the Dunkin' Donuts message at the start of their days, Hill Holliday developed a plan to "own" as many of them as possible, including TV morning news and weather reports, radio ("Rush Hour Runs On Dunkin'"), and key digital day-starters (Yahoo, Facebook, Pandora, Weather Channel), as well as digital out-of-home locations where people tend to start their days.

Credits: Dunkin Donuts Nick Dunham - Brand Manager, Media Hill Holliday Cindy Stockwell, EVP, Media Director Kelly Flaman - VP, Associate Media Director Stephen Kauffman - SVP, Strategy Steve Briggs - SVP, Account Director

Mobile Media: Stain Brain by SMG United for P&G/Tide

SMG United
P&G/Tide, "Stain Brain"
Finalist Mobile Media
To help Tide remain the first name in stain removal, SMG United and Digitas devised a mobile app and mobile site combining user-generated content, company tips and the detergent's familiar branding. The strategy behind the "Tide Stain Brain" app was to build an online community around stain solutions, including suggestions that didn't necessarily entail using Tide. The media effort for the app included placements on coffee cup sleeves. Tide's own tips for stain removal syndicated across sites like Google, About.com and eHow, as well as Tide's Facebook page and mommy blogger network. The "Stain Brain" iPhone app rose as high as #6 among free apps in the lifestyle category, and the mobile campaign increased Tide's purchase intent 24.1 points. More than 200 stain-removal solutions were submitted to "Stain Brain" and 2 million impressions were generated from Facebook status updates along with 1,000 "Likes" and 400 comments.
Affiliated Agency: Digitas

Credits: Isabella Wang (SMG) Suzanne Watson (P&G) Mark Christenson (P&G) Mandy Treeby (P&G) Jerry Meyer (P&G) Josh Becker (P&G) Greg Stahovec (Digitas) John Hadl (Brand in Hand) Sarah Teachout (MediaVest NY) Rebecca Thompson (MediaVest NY); I Am Here by T3 for Mobile Loaves & Fishes

T3
Mobile Loaves & Fishes, "I Am Here"
Finalist Mobile Media
T3 took to the streets, the web and mobile phones to boost the profile of Mobile Loaves and Fishes, an Austin-based nonprofit providing assistance to the homeless. To build awareness of the group's mission, the agency's "Here I Am" campaign focused on local homeless man Danny Silver. The donation effort centered on a billboard asking people to text "Danny" to 20222 to raise funds to get him off the streets and into a refurbished RV through MLF's Habitat on Wheels program. Besides outdoor and mobile components, the integrated push spanned social marketing on Facebook and a video-centric microsite with information on the MLF. Mobile donations exceeded the goal of $12,000 within 48 hours, and the campaign generated 250 news stories in 32 markets from outlets including CNN, FOX News and MSN. Further, MLF saw a 300% increase in online donors during April and May and a 575% spike in site traffic.

Credits: Ben Gaddis, Director of Mobile, T3 Kate Donaho, Group Creative Director, T3 Molly Wilson, Public Relations Coordinator, T3 Lauren Picarello, pro-bono event public relations Taylor Hight, Account Supervisor, T3 Jennifer Faber, Associate Creative Director, T3 Brian Williams, Senior Interactive Designer, T3 Frank Duran, Senior Creative Developer, T3 Colin Decker, Art Director, T3 Tara Connolly, Senior Production Artist, T3 Alan Graham, President, Mobile Loaves & Fishes Anna-Marie Phelps, Chief Marketing Officer ,Mobile Loaves & Fishes Bill Reagan, CEO, Reagan National Advertising Coy West, Sales Manager, Reagan National Advertising; Protege by Mobext for Kmart

Mobext
Kmart, "Protégé"
Finalist Mobile Media
In an intensely competitive sneaker market where basketball shoes from Nike, Adidas and Reebok can sell for $150, Mobext was challenged with bringing cachet to the NBA's Protégé line of shoes sold for $19.99 to $34.99 through Kmart. For a campaign targeting African-American males 12 to 17, the agency created a Kmart/Protégé mobile site featuring edgy video and music content from Myxer along with photo galleries and custom advergames to drive product engagement. The effort also featured customizable messages from NBA stars that users could send to friends, as well as traditional ads inside New York City subway cars. The result doubled expectations and delivered 150,000 clicks to the site. The product gallery drove 15,000 store look-ups and more than 5,000 users were directed to Kmart's Facebook and Twitter pages. On top of that, 305,000 ringtones, games and wallpapers were downloaded during the four-week flight.
Affiliated Agency: MPG
Creative Agency: Media Contacts

Credits: Mobext: Phuc Truong, Managing Director, Sarah Amitay, VP, Mobile Marketing, Maggie Jennings, Mobile Marketing Manager, Jared Hopfer, Mobile Marketing Manager Media Contacts: Sabine Cummins, Account Director

Multicultural Media: US Census Bureau TBS Cross Promotion by Turner Broadcasting Systems, LLC for US Census Bureau

Turner Broadcasting System
U.S. Census Bureau, “U.S. Census Bureau TBS Cross Promotion”
Finalist Multicultural Media
Back in the winter and spring when the Census count was underway, there was plenty of deserved criticism directed at the messaging that cost a lot and delivered ennui. Of particular concern then, too, was ensuring that minorities were accounted for. Enter: humor. TBS partnered with the Census Bureau to create videos anchored on House of Payne and Lopez Tonight. In the former, Curtis Payne fills out the Census form at the kitchen table with humorous encouragement from Ella, his wife. In the latter, George Lopez took it past show integration, tweeting his massive following. TBS also put messaging around African-American target movies over two months. Over 72% of the U.S. participated by mail, matching the rate of the last Census.
Affiliated Agency: Penn Good and Associates, media
Creative Agency: Draftfcb, Creative

Credits: Michael Strober VP Ad Sales Turner Entertainment Networks Sarah, McGorry Account Executive Ad Sales Turner Entertainment Networks Karl Rosen Associate Account executive Ad Sales Turner Entertainment Networks Molly Olore, Director Ad Sales Marketing and Promotions Ad Sales Turner Entertainment Networks Michelle McAteer, VP The Sponsor Shop, Turner Entertainment Networks Amanda Prewett, Director The Sponsor Shop, Turner Entertainment Networks Rick Dascher, Director The Sponsor Shop, Turner Entertainment Networks Draftfcb Wendy Glass - SVP, Group Management Director Draftfcb Bhavana Smith - VP, Group Media Director Draftfcb Radhe Vaswani - Account Supervisor Draftfcb Gary Resch - EVP, Group Creative Director Draftfcb Zach Bruning - Media Planner Draftfcb Kendall Johnson (Census) - Contracting Officer Draftfcb; Be Very Selective! by Gravity Media for DISH Network

Gravity Media
DISH Network, “Be Very Selective!”
Finalist Multicultural Media
Gravity Media took DISH network’s campaign to the people, where they eat, shop, get their hair done and have their cars fixed. This was an attempt to reach a Chinese market skeptical about getting a square deal from the cable/satellite industry. Building on insights about the target demographic, the agency created printed products with an image of a strong woman with an abacus to create a notion of trust. This benefits-laden promotion was duplicated in flyers, brochures, door-hangers, posters and online banners. Print was placed in Chinese malls and around elevator shafts. Sales calls doubled over last year; quarterly sales among Chinese rose 10%. Bonus: free press coverage in more than 20 Chinese newspapers!

Credits: Yuriy Boykiv, Co-founder, Gravity Media Tom Cisek, Manager of International, DISH Network Boris Chernyy, VP, Gravity Media Hsiao-Chi Weng, Account Manager, Gravity Media Meggie Lin, Creative, Gravity Media Juan Chouza, Media Director, Gravity Media; Serving Up the Subway Story to Hispanic Households by MediaCom for Subway

Mediacom
Subway, “Serving Up the Subway Story to Hispanic Households”
Finalist Multicultural Media
Mediacom serves up telenovelas that stump for Subway better than any “$5 footlong” promotion could. The Hispanic demographic loves the drama of this medium, which the agency leveraged in a 12-week integration into a top-performing Telemundo serial. Up against McDonald’s, which outspends Subway 4:1, the short stories were guaranteed placement within the telenovelas. One of the best is a daughter coming upon her father, who is undergoing marital strife (the fresh cut above his left eye illustrates this). He confesses to money woes and his hunger. She hands him a grinder and he is swept away with the first bite. Subway awareness rose 125%. Great insight and strategy!

Credits: Larry Swyer, Managing Partner, MediaCom Maria del Carmen Cueva, Partner, Director of Hispanic Media Services, MediaCom Kim Abend, Partner, Communications Planning Director, MediaCom Liam Moran, Communications Planning Director, MediaCom Jia Chen, Communications Planning Supervisor, MediaCom Elsa Centeno, Hispanic Senior Network Buyer, MediaCom

New/Emerging/Experimental Media (excluding online): Olympus by Mullen mediahub for Olympus

Mullen mediahub
Olympus, "Olympus Activation"
Finalist New/Emerging/Experimental Media
What's the best way to show off a tech gadget? Get that gadget in customers' hands. Gadget fetishists love to fondle the objects of their obsessions, and camera junkies are no exception. Mullen found a way to use AR to convincingly do just that: put the new Olympus in peoples' hands. The key word is "convincingly." If the AR product demo had been lame, it would have been devastating to the launch. Fortunately for Olympus, it was killer.

Credits: Gina Preziosa, VP, Director of Digital Media Dustin Johnson, VP, Creative Media Integration Jennifer Biagiotti, Media Supervisor; Field Expedition: Mongolia by Digitaria for National Geopgraphic

Digitaria
National Geographic, "Field Expedition: Mongolia"
Finalist New/Emerging/Experimental Media
People contribute to National Geographic to get involved. And what better way to showcase what it is that NatGeo really does than by giving people hands-on experience? By inviting the public to digitally participate real-time in a Mongolian exploration, this expedition used new tools to not only expand public participation in archaeology, but create a new method of giving to the non-profit: time. As people manipulated the satellite map of miles and miles of topography, they identified likely dig spots based on the instructions provided. It's like deputizing millions of interns all at once.

Credits: All Digitaria Paul Drohan, Creative Director Nate Trost, Designer Matt James, Multi-Media Developer Aaron Carlton, Drupal Engineer Clarisa Moore, Project Manger Luis Sanchez, Technical Coordinator; Shazam It by OMD for Dockers

OMD
Dockers, "Shazam It"
Finalist New/Emerging/Experimental Media
Anybody can buy a Super Bowl ad. But it takes a special talent to make that multi-million dollar ad buy "clickable." OMD did just that with the absurd Dockers ads where men paraded around with no pants. Sure, the ad showed more hairy legs than casual chinos, but those diving down deeper into the ad by having their smartphones listen to the song were linked to bonus content, extra footage and more shots of the pants (as well as a way to buy). Shazam, the sonic tagging app OMD partnered with, has 75 million users, and the ad resulted in 200 mobile hits a second. Shazam has since begun to offer OMD's innovation as an ad product.
Affiliated Agency: Draft FCB (Dockers Creative Agency of Record)

Credits: OMD (media AOR): Jonathan Haber – US Director, Ignition Factory Marc Simons – Group Manager, Ignition Factory Carrie Davis – Group Director, Strategy – Levi’s/Dockers Jacqueline Thames – Senior Strategist – Levi’s/Dockers Dockers (client): Jen Sey – Global SVP, Marketing Karen Riley-Grant – Director of Marketing Melina Baxter – Dockers Brand Marketing DraftFCB (affiliated creative AOR): Julie Scelzo – Creative Director Desmond LaVelle – Creative Director Vicki Wagner – SVP, Account Director Matthew Wilcox SVP / Dir. Com. Planning

Newspapers: Get Lost by Spark Communications for Montana Office of Tourism

Spark Communications
Montana Office of Tourism, "Get Lost"
Finalist Newspapers
Montana is big sky country to Easterners; to Montanans, it's just home. To keep them there for summer vacation, the Montana Office of Tourism kicked off a "Get Lost" campaign, utilizing the Classifieds model. The six print ads were fashioned as handwritten notes, running in newspapers, magazines and posted as flyers at coffee shops and restaurants throughout the state. For example: Lost: desire to eat tofu driving from Judith's Gap; Found: A steak cut as thick as a baseball in Fort Benton. (Let's hope its cardiology unit is as noteworthy.) Each ad reminded residents about Montana's simple, singular pleasures. All were linked to the Montana Local Web site www.getlostmt.com, where locals could share photos and stories. Eureka! It's not just a town five miles south of the Canadian border, but spells campaign success; Montana had the highest hotel occupancy rate in the country for July.
Affiliated Agency: Mercury CSC - Creative Agency Partner

Credits: Steve Carlson - Media Director, Spark Communications Justin Cogswell - Media Director, Spark Communications Maclaren Latta - Director of Account Services, Mercury CSC; Breaking Down the Barriers by Starcom for TD Canada Trust First Class Visa Infinite Card

Starcom
TD Canada Trust First Class Visa Infinite Card, “Breaking Down the Barriers”
Finalist NEWSPAPERS
This is old-school strategy: less is more. Canadians are angry they can’t always use the travel rewards on their credit cards (any frequent flyer feels their pain.) To underscore that frustration, the campaign shows two people who can see the wilderness, but are blocked, via a glass barrier, from reaching their vacation destination. The message: to get where you’re going, use the First Class Visa Card. The ad was integrated into the front page of the Toronto Star’s travel section. It neatly blended into the section as a recognizable experience, rather than an advertising annoyance. In the week following the initiative, sales spiked 29% and were 13% above objectives. Overall sales were 15% above objectives, beating the prior year’s peak numbers. Clearly, there is nothing like denial to spur consumers into action.
Affiliated Agency: Creative Agency: DRAFT FCB TORONTO
Creative Agency: MEDIA PARTNER: TORONTO STAR

Credits: Lauren Richards – SMG Canada - CEO Susan Courtney – Starcom - VP, Group Media Director Noah Vardon – Starcom - Strategy Supervisor Anne Kerekes – TDBFG - Senior Manager, Advertising & Media Strategy; EOS Talking Tree by Happiness Brussels for EOS Magazine

Happiness Brussels
EOS Magazine
"The Talking Tree"
FINALIST NEWSPAPERS

Remember the lorax, who spoke for the trees. Well, with the help of Happiness Brussels there is one 100-year-old tree who doesn't need the Lorax anymore. This tree was equipped with a multitude of sensors, gadgets and cameras measuring and documenting the tree's everyday life in real-time. Computers analyzed the data and converted it into a social media stream for the tree, populating its Facebook page and Twitter feed with updates such as, "All these exhaust fumes can't be good for me," and "In the mood for some photosynthesis, if only these clouds would let me," and posting photos to Flickr with the intention of creating a larger online audience for eos, a nature, science and technology magazine from Belgium. Simple newspaper ads showed a photo of the tree emblazoned with a Facebook-esque box beckoning and text reading only "add me as a friend," along with a small eos logo and the tree's url.

Credits: Creative Management: Karen Corrigan / Gregory Titeca, Happiness Brussels Creative Director: Gregory Titeca, Happiness Brussels Account Manager: Alan Cerutti / Bart Van De Maele, Happiness Brussels Concept Provider: Tom Galle, Happiness Brussels Concept Provider: Ramin Afshar, Happiness Brussels Head Of Art : Cecilia Azcarate Isturiz, Happiness Brussels Graphic Designer: Basile Cuvelier Programming: Fisheye Web Development: Bliss Interactive

Online Media: Branding: World's Greatest Spokesperson by McKinney for Nationwide Insurance

McKinney
Nationwide Insurance, “World’s Greatest Spokesperson”
Finalist Online Media: Branding
Nationwide’s hilariously elaborate quest for the “World’s Greatest Spokes-person” came out of the insight that while competitors had strong brand images, Nationwide did not. If Geico can have a little green lizard and cavemen, what could Nationwide do to top it, especially when research showed that consumers frequently misattributed it? The answer was to let consumers in on the joke instead of denying the problem. The search for the “World’s Greatest Spokesman” was on. A mockumentary commercial about the search for the reclusive spokesman, locked away with a burly beard, aired during the Olympics opening ceremonies and were augmented by archival videos elsewhere showing the spokesman’s vintage work from the 1970s and ‘80s; even scenes from his 1980s action movie were planted on YouTube. The spokesman, once employed, appeared in banners (and walked out of them), had his own Facebook page, and engaged consumers.

Credits: McKinney: Jonathan Cude, Chief Creative Officer; Ellen Steinberg, Group Creative Director; Liz Paradise, Group Creative Director; Joe Parrish, Associate Creative Director/Copywriter; Owen Tingle, Art Director; Nick Jones, Art Director/Programmer; Shaun Sundholm, Art Director; Lewis Rodgers, Art Director; Tom Sebanc, Copywriter; Reid Hultman, Copywriter; Brandon Willingham, Copywriter; Regina Brizzolara, Director, Broadcast Production; Naomi Newman, Senior Producer; Nora Mishriky, Director, Interactive Production; Melissa Blavos, Producer; Megan Wade, Producer; Ben Eckerson, Producer; Jesse Wright, Production Coordinator; John Newall, Group Account Director; Kate Thomson, Account Director; Katie Clark, Account Director; Mark Belot, Account Supervisor; Jamil Buie, Account Supervisor; Talya Fisher, Project Supervisor; Barbara Wittig, Project Leader; Michelle Odgers, Project Leader; Helen Hsu, Project Leader; Trevor O'Brien, Interactive Technology Director; Andrew Delbridge, Chief Strategy Officer; Walt Barron, Senior Account Planner; Drew Guiteras, Account Planner; Hank Leber, Junior Account Planner; Becky Minervino, Senior Interactive Strategist; Scott McCall, Associate Interactive Strategist; Ryan Nall, Director, Insights & Analytics; Adrianne Fields, Senior Insights Analyst; Imade Borha, Interactive Strategy Coordinator; Doug Holroyd, Director, Connection Planning; Gretchen Walsh, Communication Strategist; Amy Baker, Creative Media Director; Renee Puckett, Media Supervisor; Whitney Otto, Media Supervisor; Elizabeth Brown, Media Planner; Page Castrodale, Media Planner; Christina Harper, Media Planner; Andrew Gridley, Media Supervisor; Bobby Metcalfe, Assistant Media Planner; John Roelofs, Assistant Media Planner; Aubrey Eckerson, Media Planner; Lisa Schlesinger, Media Business Manager; Brett Buddin, Programmer; Josh Barber, Programmer; Forrest Maready, Motion Designer; Scott Gaston, Production Artist; Greg Cheadle, Programmer; Joseph Levinski, QA Specialist; Able Parris, Studio Artist; Rachel Strubinger, Studio Artist; Kevin Grealey, Proofreader; Gail Marie, Proofreader; Amy Rozet, Project Coordinator; Scott Pridgen, Designer; Kellie Bingman, Art Buying Supervisor; Nationwide: Jennifer Hanley, SVP, Marketing Services; MJZ: Phil Joanou, Director; Tim Hudson, Director of Photography; Paul Manix, Producer; Rock Paper Scissors: Adam Pertofsky, Editor; Gabriel Britz, Editor.; Taste of Music by Starcom USA for Kellogg's/Pop-Tarts

Starcom USA
Kellogg's/Pop-Tarts, "Taste of Music"
Finalist Online Media: Branding
Starcom started a YouTube battle of the bands, enlisting YouTube celebs popular with the Kellogg's teen and preeteen audience to fight over their favorite flavors in song. The battle took the form of multiple video uploads by Dave Days and Venetian Princess singing pop-sugary odes to brown sugar- and raspberry-flavored toaster treats, respectively. A YouTube masthead takeover let kids know it was on, and PopTarts were discussed on the stars' YouTube pages, as well as PopTarts' channel and Facebook page as fans voted for the songs and flavors they liked best. In the end, PopTarts called it a tie and Dave and Venetian Princess made a final mash-up video duet.
Affiliated Agency: Biggs Gilmore

Credits: Jeff Razniewski, Associate Media Director, Starcom USA Claire Mulbrandon, Media Supervisor, Starom USA Evan Jackson, Media Associate, Starcom USA Mark Sokolowski, Associate Media Director, Starcom USA Andrea Doucette, Media Supervisor, Starcom USA Rachel Pawlow, Media Associate, Starcom USA Anne Enright, SVP/Director, Starcom USA Scott Sundheim, Associate Director, Kellogg’s Andrew Shripka, Brand Manager, Kellogg’s Zena Arnold, Brand Manager, Kellogg’s Dean Suarez-Starfeldt, SVP, Biggs Gilmore Conan Venus, Account Director, Biggs Gilmore Kelly Staudinger, Account Executive, Biggs Gilmore; Darksiders by PETROL for THQ

PETROL
THQ, “Darksiders”
Finalist Online Media: Branding
THQ faced stiff, big-budget competition in the gaming environment into which it released “Darksiders,” including the third installment of the similarly themed “God of War” franchise. Through judicious placements on gaming review blogs, PETROL garnered some much-needed visibility, including getting an IGN host to sport a “Darksiders” T-shirt even as she reviewed tips and tricks for Sega’s “Bayonetta,” another rival title. An augmented reality cover wrap in popular gaming magazines gave consumers a close-up look at the game’s hero. A “Gamer Next Door” video with Playboy’s “Cyber Girl of the Year” targeted the title’s fan base and increased exposure. A sweepstakes on Complex.com and a drawing competition further spread the word.

Credits: PETROL helped to successfully reignite Darksiders’ brand interest and engagement levels resulting in THQ’s ability to exceed sales forecasts for this new video game IP released on January 5, 2010. PETROL’s media and communications approach reinvigorated brand perceptions among console gamers by developing unique media executions, which yielded high interaction levels.

Online Media: Search: May The Best Car Win by SMG Search for General Motors

SMG Search
General Motors, "May The Best Car Win"
Finalist Online Media: Search
Not many car companies have the guts to offer a 60-day satisfaction guarantee, allowing consumers to return purchases if not satisfied. General Motors did. The three-phase strategy created buzz and a viral effect by highlighting the cars' advantages, comparing them with the competition through paid video search on YouTube and a variety of other channels. The search campaign drove more than 900,000 potential car buyers to gm site content through all three phases, serving almost 930 million impressions across content networks at a cost per click of 37% lower than similar campaigns.

Credits: Joe Mazeika - Associate Director Daryl Blanco - Associate Director Paul DeJarnatt - Director Mike Lang - Program Manager Ross Boveri - Program Manager Brad Howard - Senior Search Analyst; Follow the Green Line by Media Contacts for Fidelity

MPG
Fidelity investments, "Follow the Green Line"
Finalist Online Media: Search
The path from search to a company's Web site through the marketing funnel isn't necessarily paved with gold. In fact, sometimes consumers get lost on the way to conversion. So, MPG developed a search strategy that would keep consumers on the road to their perfect financial plan. The search campaign generated more than 1.5 million clicks in 12 weeks, averaging a 32% click-through rate, It helped consumers find Fidelity services through brick-and-mortar locations, phone or Web site. The ad units ran in Google Local Extensions, Google Click-to-Call and Yahoo Rich Ads in Search. The campaign increased response rates and the cost per click improved by 22%. Paid search traffic rose 57% with an incremental investment of about 12%.
Affiliated Agency: MPG
Creative Agency: Media Contacts

Credits: Fidelity Tracey Reiner, Shea Kelly, Femaris Peña, Tracy Nesbit, Patrick LaCroix, Sarah Buckley, Allison Beatrice, Samuel May, Megan Conlin; Dunkin Search by Hill Holliday for Dunkin’ Donuts

Hill Holiday
Dunkin' Donuts, "Dunkin' Search"
Finalist Online Media: Search
Dunkin' Donuts managed to not only convince consumers to visit its Web site, but to stick around and view a whopping 5.7 pages on average per visit. Not an easy task. Of those who visited from a search engine query, 29% went on to search for a store. Another 10% clicked on a Dunkin' Donuts ad after searching for a competitor's site. Ironically, the campaign doesn't include brand terms, keeping the focus on relevant product terms as well as competitive brand terms. Specific search ads were written to target consumers searching for Dunkin' Donuts' competitors.

Credits: Tammy Bondanza – Hill Holliday, VP Digital Media Director Renée Robertson – Hill Holliday, Search Engine Marketing Manager Genevieve Spitz – Hill Holliday, Search Engine Marketing Assistant

Outdoor Media: Avatar Digital Face Morphing Exhibit by Inwindow Outdoor & Zenith Media for 20th Century Fox Home Entertainment

Inwindow Outdoor and Zenith Media
Twentieth Century Fox Home Entertainment, "Avatar Digital Face Morphing Exhibit"
Finalist Outdoor or Place-Based Media
For the Avatar Na'vi campaign at The Grove in Los Angeles, Inwindow Outdoor and Zenith Optimedia created a face-morphing exhibit at a high-traffic location where visitors could see themselves instantly transformed into Na'vi, the blue-skinned species from the future made famous in the movie. Using Inwindow Outdoor's in-house facial recognition technology, the face-morphing experience actually retained the core features of the individual's face, so the ultimate result truly did appear to be a transformation. The display consisted of a 60-foot long, 10-foot tall structure featuring three "morphing stations," and one large-scale video wall surrounded by vinyl and branded in Avatar themes. As shoppers approached the screens, their images were captured and transformed in real-time. Once the morph was complete, users were able to enter their email addresses via touch-screens and be sent a video of their transformation along with information on where to purchase the Blu-Ray Avatar disc. There was also a Bluetooth component that pinged mobile phones within the vicinity of the exhibit, inviting them to have their face morphed. The "Morph Me" program lasted four weeks, and at the conclusion of the flight, over 30,550 fans had morphed themselves. On the first day there were lines of 20 minutes or more to use the feature. This averaged out to almost 1,000 people per day. Fox sold 6.7 million Avatar DVDs/Blu-Ray Discs in the first four days.
Affiliated Agency: Zenith Media, media buyer

Credits: Stephanie Lui (Associate Planning Director, Zenith Media) Damon Peirson (SVP, Director of OOH, Zenith Media) Sal Apodaca (VP of Media, 20th Century Fox Home Entertainment) John Gelke (Director of Media, 20th Century Fox Home Entertainment) Mary Daily (EVP of Marketing, 20th Century Fox Home Entertainment) Jeff Cohen (Managing Partner of Inwindow Outdoor) Steve Birnhak (CEO of Inwindow Outdoor); Smile Activated Vending Machine by SapientNitro for Unilever

SapientNitro
Unilever (Walls brand), "Smile-Activated Vending Machines"
Finalist Outdoor or Place-Based Media
After helping Unilever's walls brand (a beloved U.K.-based ice cream manufacturer) create their new global brand positioning on the theme "Share Happy," SapientNitro helped them bring "Share Happy" to life through a number of executions. The most interesting was a smile-activated vending machine. Passers-by were drawn to the interactive kiosk by an "attractor screen" that superimposed their faces onto the heads of cute illustrated characters. Then, they just had to smile at the vending machine to receive free ice cream. Using facial recognition, the "smile-o-meter" measured smiles and took pictures which were uploaded to Facebook. Users could browse the menu and select their ice cream via a touchscreen.

Credits: Chief Creative Office - Gaston Legorburu Executive Creative Director – Tom Evans Creative Directors – John McHale, Joel Bradley Associate Creative Director – Will Renny Senior Art Director – Chomoi Picho-Owiny Designers – Daisoo Lee, Mike Kelly Account Director – Greg Boullin Agency Producers – Aram Yang, FK Funderburke Technical Director – Michael Leonard Technical Developers - Cameron McCleary, Hunter Spence Flash Developers - Matt Bedette, Matthew Lewis, Marlon Munoz, Jonathan Grassis; Alice in Wonderland Queen Subway Station Integration by Starcom for Walt Disney Studios Motion Pictures Canada / Alice in Wonderland Theatrical Release

Starcom
Disney, "Alice in Wonderland Queen Subway Station Integration"
Finalist Outdoor or Place-Based Media
Queen Station is downtown toronto's gateway to malls, movie theatres and restaurants, with traffic by 57,000 commuters on a daily basis. With a special buy using space not previously for sale, the campaign - incorporated right into the station architecture - centered on the rivalry between the Red Queen and White Queen at the heart of the Disney 3D movie. The two platforms of the station became the courts of the Red and White Queens, with the characters dominating opposing sides of the tracks. On both sides, one Queen appeared in every platform poster (large and small) and in large-scale custom wall decals throughout the station. The most dynamic and intrusive part of the campaign was the integration into the station architecture, a Toronto Transit Commission first, The campaign marked the only time the TTC has allowed station identity to be incorporated into advertising creative. The station branding was integrated into the ads on both sides of the tracks. As a result, Queen Station riders were 68% more likely to report that they would definitely go see Alice in Wonderland. All theatres in Toronto were sold out on opening weekend.

Credits: Sarah Amstrong - Starcom - Strategy Supervisor Geordie Anderson – Starcom – Strategy Planner Jennifer Lewis - Starcom Worldwide – Associate Media Director Rob Sinasac – CBS Outdoor

Performance Media & Marketing (including Direct Response, TV, Email, etc.): Zappos 'dynamic" technology by Mullen mediahub for Zappos

Mullen mediahub
Zappos, “Zappos Dynamic Technology”
Finalist Performance Media & Marketing
Here is an impressive use of customized digital strategy: Given a mandate to create awareness of the fact that Zappos sells more than shoes, move product and improve ROI, Mullen leveraged data and real-time bidding to create targeted messaging on Zappos.com. Non-shoe messages went to shoe shoppers, naturally, but Mullen also served up ads to Zappos customers’ friends using social targeting. The result? Sales of apparel were up from 8% to 15%, non-shoe awareness increased by 22% and the roi goal was exceeded by more than 2x.

Credits: Julie Coulton, SVP Director of Digital Media Laurel Boyd, Associate Media Director Brenna Hanly, Media Planner Ryan Chan, Assistant Media Planner; Haiti Earthquake Relief by Mediasmith for World Vision

Mediasmith
World Vision, “Haiti Earthquake Relief”
Finalist Performance Media & Marketing

When disaster strikes, one thinks of rescue personnel and their heroic efforts, but here we see equally challenging work behind the scenes that resulted in raising $30 million over two weeks for Haiti relief efforts after the devastating earthquake in January. Mediasmith’s team worked in 24-hour shifts, negotiating placements on critical news outlets. Impressively, it won premium placement on all Haiti content on HuffPost and Salon.com. Optimizing across search, display and social provided a 7x ROI and more traffic to World Vision than even the Red Cross had.
Affiliated Agency: Creative done in-house at client; very basic and timely ads.

Credits: 1. Michael Andrew, Mediasmith, Director of Search and Analytics 2. Aubrey Wilcox, Mediasmith, North West Manager & Media Supervisor 3. Michael Thorpe, Mediasmith, Media Analyst; Dell Behavioral Targeting by MediaCom for Dell

Mediacom
Dell, "Dell Behavioral Targeting"
Finalist Performance Media & Marketing
Woe to the retailer watching people wander through the store, only to leave empty-handed. That is what Dell's website was facing when it tasked Mediacom to increase conversion. Using a model that merged behavioral targeting technologies that capture visitor history with tools that build customized messages, the agency was able to pinpoint what the potential customer wanted and then sell, sell, sell. Cookie crumbs dropped on Dell.com were then retargeted with ads and placed on the prey's next visit to an outside site running Dell ads. Results: higher CTR, conversion and ROI.

Credits: Kathleen Sheridan - Worldwide Managing Director, Media, MediaCom Wendy France - Global Digital Director, MediaCom Kelsey Tanaka - Global Digital Media Supervisor, MediaCom Karen Chan - Associate Media Director, MediaCom Sherisse Davis - Media Planner, MediaCom Simon Shulman - Manager, Analytics, MediaCom Tauqeer Imam - Analyst, MediaCom Ethan Israelson - Analyst, MediaCom Victoria Adrian - Junior Analyst, Ad Operations, MediaCom

Radio: Michelin Wiper Blades by Horizon Media Inc. for Pylon/Michelin Wiper Blades

Horizon Media Inc.
Pylon/Michelin, “Michelin Wiper Blades”
Finalist Radio
Using weather tracking software and a proprietary Severe Weather Index, Horizon used radio ads to urge consumers not to wait until impending bad weather was upon them to replace windshield wipers. Pylon, the parent company for Michelin Wiper Blades, purchased weather tracking software (Planalytics) to help manage inventory at Walmart, one of Pylon’s most significant distribution channels, as sales typically spike locally during bad weather. The tracking software provides data two weeks in advance of weather systems and is 94% accurate within five days. As a result, Horizon was able to localize messaging, effectively plan and efficiently buy radio spots before inclement weather hit. Kevin Singer, Pylon’s director of marketing, remarked: “Michelin brand consumer wiper blades sales at retail were up over 25% in the first quarter 2010, a function of weather combined with advertising.”

Credits: Elyse Pollock: HMI (SVP, Managing Director) Russell Nathan: HMI (VP, Brand Group Director) Amanda Tellier: HMI (Account Supervisor) Adam Levy: HMI (Account Executive) Lauren Russo: HMI (SVP, Managing Director of Audio and Promotions) Lydia Foy: HMI (Associate Managing Director, Local Audio) Peter Lebron: HMI (Associate Audio Group Manager) Kevin Singer: Pylon (Director of Marketing); Parenthood - Premiere Episode by Horizon Media, Inc. for NBC Universal Television Network

Horizon Media Inc.
NBC Universal Television Networks, "Parenthood, premiere episode"
Finalist Radio
This spot, playing off of other elements of radio airplay, used music environments to spur consumer involvement and create interest in the premiere episode of Parenthood. The campaign used contextually relevant song tags, including dj talk-overs in 36 top stations in 12 markets. These short-form units ran on radio stations the week before the premiere and were strategically placed in-content after songs to provide an organic connection between Parenthood and the audience. For example, a Lady Gaga song might be followed by the DJ saying: "Parenthood is remembering when 'gaga' was just baby talk. Parenthood also happens to be a new series premiering Tuesday at 10 pm on NBC." In the second phase of the campaign, the "Parenthood Project," on-air talent talked about what "Parenthood" means to them and urged the audience to do the same by going to theparenthoodproject.com. With each submission, NBCU made a donation to the Boys & Girls Clubs of America's Family Strengthening Initiative, ultimately totaling $100,000. The premiere won the time period in Adults, Men and Women 18-49 and 18-34. Parenthood had over 18.1 million viewers and retained its full 3.1 rating from the first half hour to the second. Viewership on competing programming on CBS and ABC declined.
Affiliated Agency: The NBC Agency - In House Marketing
Creative Agency: Fallon - Planning

Credits: Agency: Horizon Media, Inc. Contact: Amy Berke - SVP, Managing Director Agency: The NBC Agency, Entertainment Division Contact:Tim Farish - SVP, Brand Strategy & Media Planning Agency: Fallon Contac: Keith Faust - Group Media Director; Crack the LG Code by TMPG for LG Electronics

TMPG
LG Electronics, “Crack the LG Code”
Finalist Radio
TMPG was given the job of creating a radio program promoting key LG retailers, increasing distribution, and obtaining additional merchandising, exposure and awareness for the brand. Using on-air personalities as brand ambassadors, TMPG lifted LG out of the commercial clutter with a “crack the code” experiential promotion, challenging listeners to visit participating retailers and find hidden “codes” (usually near the point of sale and promotional materials). Listeners could enter via the unique LG URL (www.crackthelgcode.com) which brought them to a micro-site custom built by TMPG. One lucky sleuth from each station won a $250 retailer gift card to put toward his or her new LG product.

Credits: Michael Valentino – CEO / President – TMPG Cindy Abramson - Senior VP, Business Development – TMPG Kim Cassidy – Director of Client Services – TMPG Laura Scott – Account Supervisor – TMPG Michael Goldstein – Senior Manager of Consumer Promotions & Sponsorship– LG Electronics

Social Media: Paranormal Activity by MEC for Paramount Pictures

MEC
Paramount Pictures, “Paranormal Activity”
Finalist Social Media
The horror movie Paranormal Activity became an Internet sensation before it was ever even released. In fact, the movie arrived in theaters specifically because it had demonstrated online that the audiences would show up. Word spread socially when mec launched the “Demand It” campaign around the limited release, urging those who had seen the movie to demand a wide-release, and empowered them with social tools. By allowing consumers to decide the fate of the film (votes determined if it would see nationwide release), the campaign let movie-goers’ voices be heard through more than popcorn and ticket sales. The same strategy might not have have worked with the Adam Sandler vehicle Grown Ups, however.

Credits: Mark Yesayian, Managing Director, Digital West, MEC Robb Dickehut, Exec. Media Director, Paramount Pictures; Shocking Barack by Crispin Porter + Bogusky for Brammo

CP+B
Brammo, "Shocking Barack"
Finalist Social Media
If nothing else, Crispin should get credit for finding the place where motorcycle enthusiasts, clean-energy proponents, those pissed off about the economic collapse and auto-industry bailout, and environmentally aware consumers could all meet. That place is Twitter. Just kidding (but only a little). By retracing the route that automakers took to get to Washington in their private planes, but using electric motorcycles made by Brammo and the kindness of strangers, the new electric brand got its shocking launch. Brammo presented Barack Obama with his own electric motorcycle at the end of the trip. Along the way, ordinary Americans who followed the trip on ShockingBarack.com, and used Twitter and Facebook to track its progress in real-time, signed the bike.

Credits: Andrew Keller, Rob Reilly, Jeff Benjamin (Chief Creative Officer- Crispin Porter + Bogusky) Dave Schiff, Alex Burnard (Creative Directors- Crispin Porter + Bogusky) Patrick Maravilla, Dayoung Ewart (Associate Creative Directors- Crispin Porter + Bogusky) Justin Smith (Senior Art Director- Crispin Porter + Bogusky) Chad Lynch (Senior Copywriter- Crispin Porter + Bogusky) Winston Binch (Managing Director of Interactive- Crispin Porter + Bogusky) Ryan Moreno (Executive Integrated Producer- Crispin Porter + Bogusky) Madison Wharton (Senior Integrated Producer- Crispin Porter + Bogusky) Stephen Clark, Idalia Deshon (Integrated Producers- Crispin Porter + Bogusky) Steve Capstick (Director- Crispin Porter + Bogusky) Michael Gersten (Editor- Crispin Porter + Bogusky) Eddie Alonso (Music- Crispin Porter + Bogusky) Scott Prindle (Interactive Technical Director- Crispin Porter + Bogusky) Matt Walsh (Experience Director- Crispin Porter + Bogusky) Jeff Teicher (Associate Experience Director- Crispin Porter + Bogusky) Shashank Raval (Experience Designer- Crispin Porter + Bogusky) Laura Nichols (Senior Design Technologist- Crispin Porter + Bogusky) Ken Goldfarb, Bill Burley (Design Technologists- Crispin Porter + Bogusky); Questus and Suzuki's BusaBeats MC Battle by Questus, Inc. for American Suzuki Motorcycles

Questus, Inc.
American Suzuki Motorcycles, "Busa-Beats MC Battle"
Finalist Social Media
Using the insight that its race bikes had acquired an urban audience, Suzuki has staged an annual hip-hop rhyme battle around its brand. The rap odes to the Hayabusa bike are assembled and judged using the collaborative music platform DopeTracks, on which aspiring MCs and producers meet. The platform has found a passionate and devoted audience for the bikes, who are not only potential customers, but are creating custom songs about their own Hayabusa experiences and aspirations (800 to date).
Affiliated Agency: N/A

Credits: Jeff Wagener, VP, Creative Director, Questus Justin Reynolds, Art Director, Questus Chris Breen, Senior Copywriter, Questus Graham Zeller, Senior Flash Developer, Questus Matt Hussey, Account Supervisor, Questus Keyvan Hajiani, Account Director, Questus Jonah Burlingame, Senior Project Manager, Questus

Television: Mad Men by Mindshare/Mindshare Entertainment for Unilever

Mindshare/Mindshare Entertainment
Unilever, “Mad Men”
Finalist Television
Six retro commercials for Unilever brands that existed in the 1960s — Dove, Suave, Klondike, Hellmann’s, Breyers and Vaseline — made for a perfect connection with that crazy 1960s fictional New York City agency, Sterling Cooper, in AMC’s Mad Men, for its just-completed season — all with the goal to lift awareness and purchase intent. Fast-forwarding into and out of Mad Men’s content was then futile for tv viewers with time-shifting devices — especially with the cheeky vignettes closely resembling much of the show’s content. The fictional agency in the commercials, Smith Winter Mitchell, always seemed to get the perfect inspiration for its advertisements from secretaries, janitors, and pictures of babies and wives. Followed by a present-day commercial, the spot led to an average rise in brand attitudes of 7 percent, with intent to purchase 4 percent higher — well above the average for such efforts. Break out the martinis.

Credits: Cindy Gustafson, Mindshare; Shari Cohen, Mindshare; Melissa Shapiro, Mindshare; David Lang, Mindshare Entertainment; Greg Manago, Mindshare Entertainment; Despicable Me Breakroom Takeover by Turner Broadcasting System, Inc for Universal Pictures

Turner Broadcasting System
Universal Pictures, "Despicable Me Takeover"
Finalist TELEVISION
Messing with a TV network's brand by an entertainment advertiser? Not for the faint of heart. But Universal Pictures told TBS it needed to get dirty - and despicable - for its new animated summer movie. The effort was to have evil-mastermind, Gru, the star of Despicable Me, who had already stolen some of the world's biggest landmarks, take over TBS headquarters - invading the network's break room and its operations. It then told TBS executives over the loudspeaker, they "would watch only what they wanted to watch." No stone went unturned. Gru said TBS' "Very Funny" slogan would now be "Very Despicable." Very risky. Why go through all this? In a summer chockful of other big tent-pole movies, the goal of these co-shared entertainment promos was to break through the normal movie commercial clutter and stand out. They did.
Affiliated Agency: The Sponsor Shop, Turner Entertainment Networks

Credits: The Sponsor Shop, Turner Entertainment Networks: Rick Dascher, Asheley Potts, Amanda Prewett, Kati Weller Ad Sales, Marketing and Promotions, Turner Entertainment Networks: Cindi Peltier Universal Pictures: Annah Zafrani, Melissa Kirkup; VW PunchDub by MediaCom for Volkswagen

MediaCom
Volkswagen, “VW PunchDub”
Finalist TELEVISION
Looking for bigger punch for all its brands, the German-car maker offered up TV commercials where people would punch someone - in the arm, for example - whenever they saw any VW, thus “PunchDub.” Plain old TV is still good for this car marker, which resulted in a 38% year-over-year sales gain from the overall campaign. In addition to NBA and NHL marketing efforts, there was product integration in ABC’s Jimmy Kimmel Live, where VW secured for the “first time ever” a brand integration into the show’s main opening credits. More slugging: For 40 days, outside of Kimmel’s studio in Hollywood, there sat a different VW model on the street, where Kimmel’s side-kick Guillermo could be found recreating the commercials — and punching various passersby. Hey, it’s LA. Shouldn’t they be in a car anyway?

Credits: David Fasola - Managing Partner, Group Account Director, MediaCom Kevin Fraser - Partner, Communications Planning Director, MediaCom Laura Colan - Communications Planning Supervisor, MediaCom Samantha Getreuer - Communications Planner, MediaCom Chris Murphy - Managing Partner, National Broadcast, MediaCom Joanne Diaz - Partner, Group Director, National Broadcast, MediaCom

Research/Consumer Insights: Nexus Advantage by Mullen mediahub for Jetblue

Mullen mediahub
Jetblue, “Nexus Advantage”
Finalist Research/Consumer Insights
To help Jetblue compete with bigger budgeted airlines, the team at Mullen mediahub tapped the sentiment of 3,000 consumers participating in the agency’s proprietary, twice-yearly Nexus research study to better understand the role specific media play in getting the word out on air travel choices. The results won Mullen Jetblue’s account, and shaped its media strategy and plans, developing a mix that includes live-only (news and sports) TV buys to combat a target audience that indexes higher than average in DVR usage and commercial zapping. Insights about air travelers’ social media, mobile and outdoor media preferences rounded out the plan with highly targeted social network, email, and place-based media buys, the latter of which included high-profile Jetblue themed takeovers in key locations of high-rise office buildings.

Credits: Julie Coulton, SVP, Director of Digital Media Marissa Curcuru, Media Supervisor Allan Apjohn, Media Planner; The Pool by VivaKi for Various

Vivaki
“The Pool”
Finalist Research/Consumer Insights
At a time when many agencies, marketers and media content companies have been theorizing on the effects of the shift from traditional TV advertising formats to online video, Publicis’ VivaKi unit has been applying research to understand what actually works, and perhaps as importantly, to develop models and rules to make a business out of those findings. The primary tools have been collaboration between VivaKi, its clients, and some leading content and technology companies under the guise of its so-called Pool (as in pooling resources). The “first lane” of the Pool established a workable model for long-form online video pre-roll ads by recognizing Hulu’s AdSelector system as the best industry standard. VivaKi followed that up with “lane two,” which conducted a similar series of side-by-side tests for short-form online videos. The results of both lanes found that consumers prefer to select the pre-roll ads they see from a group of brand message options before viewing online video content. VivaKi dubbed the model ASq. They have already “operationalized” the format among premium online video publishers such as ABC, CBS, NBC Universal and Hulu.

Credits: • Tracey Scheppach, Co-Founder of The Pool, VivaKi • Curt Hecht, Co-Founder of The Pool, VivaKi • Helen Katz, SVP/Director of Research, Starcom MediaVest Group • Beth Doyle, Innovations Associate Director, VivaKi • Samantha Merritt, Associate, VivaKi; 874 Original Work Pant Campaign by Goodby, Silverstein & Partners for Dickies

Goodby, Silverstein & Partners
Dickies, "874 Original Work Pant"
Finalist Research/Consumer Insights
When blue-collar workwear marketer Dickies was looking to glean consumer insights about its targets media consumption and lifestyle habits, it turned to Simmons' syndicated single source studies. The problem was that Simmons didn't actually survey Dickies' consumers. That's when Dickies' agency Goodby, Silverstein & Partners came up with a solution that effectively built a bridge between its own qualitative consumer focus groups and Simmons' database. By linking Simmons' questionnaire, word-for-word, with its own qualitative research, the agency was able to draw inferences about the media and lifestyle habits of Dickies' consumers. The research dramatically influenced media strategy and plans, shifting from a traditional tv approach to one based primarily on online videos targeting digitally savvy "men of action."

Credits: Dong Kim, Group Communication Strategy Director Mara Golden, Communication Strategy Director Chris Lintz, Sr Research Strategist

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2010 Finalists