• by September 23, 2005

Just when you thought that Madison Avenue had stretched the creativity of magazine advertising about as far as it could go, the finalists in this category proved that big ideas can go beyond the linear dimensions of paper stock.

WINNER

Agency: MediaVest

Client: Avon

The words "interactive" and "print" rarely coexist in the advertising realm, but the folks at MediaVest managed to combine both categories in a print campaign for Avon. MediaVest strategists wanted to move away from traditional cosmetic campaigns that use images of unattainable beauty. Instead, they tapped the power of real women's opinions, a factor that has typically built credibility for beauty brands through sampling and word-of-mouth. Avon invited regular readers of six lifestyle or beauty/fashion magazines to become Avon Mavens. Mavens tried full-sized, Avon products for free prior to the cosmetics' public release and then wrote about their experiences. The consumer feedback became the basis of the creative for the actual product launches. Customers became copywriters, transforming print from a passive to an active experience. Fostering interaction with consumers, instead of simply telling them what they want, is a powerful, creative idea. This campaign stood out from others in the category because it handed the reigns over to consumers. And the first product introduced this way exceeded dollar sales goals by 12 percent.

Agency: Goodby, Silverstein & Partners

Client: eBay

With over 95 million registered users, eBay decided it was time to stop focusing on adding new customers. Instead, the online giant wanted current users to branch out from their typical routine of buying from only one product category. In order to target consumers and change the way they "eBayed," Goodby decided to target consumers' diverse passions by using magazines that cover a range of broad editorial topics and at least two product categories. For example, instead of using Golf magazine, the agency decided on Sports Illustrated.

The creative juxtaposed a pair of everyday objects -- all available for purchase on eBay -- that had the same design shape; for example, a pair of cufflinks next to a pair of dumbbells. One image was meant to appeal to the target's current passion, while the second showed other product categories for consideration. There were nine executions of this idea, each with the tagline, "Whatever it is you're looking for, do it eBay." This was a huge campaign, with 131 insertions in two quarters. Using a methodical approach to garner as many eyeballs as possible, Goodby placed two to four different category ads within a single publication. Because of this placement, the cover-to-cover reader, as well as the single-section reader, encountered multiple remin-ders about eBay and its product scope. Goodby did a good job of reaching an online audience with inventive and carefully targeted creative, thoughtful and methodical placement, and through a print campaign, no less. Measuring the campaign's awareness, Time Inc. research found that over half of readers surveyed said they were interested in trying out different product categories, and a fifth had already visited eBay as a result of the ads.

Agency: Universal McCann

Client: FRAM AirHog

this campaign managed to nail its target audience of hardcore auto enthusiasts. fram AirHog Automotive Filters found that men in this group care deeply about their cars, and their ultimate high is building a machine piece by piece. Armed with this knowledge, Universal McCann sought to build an emotional attachment with the auto enthusiast. Using Hot Rod magazine, Universal showcased the build-up of a Mustang through five consecutive issues of the magazine, with creative showing the process in pictures and text. In the final issue, the completed car was offered as a poster for enthusiasts to clip out. During the process, readers were directed online to register to win the finished car. The car was given away at the nhra National Finals before 20,000 fans and espn cameras. Results: Over 83,000 enthusiasts entered the contest, seven times more than expected, and AirHog's share grew from a new product entry to 9 percent. The creative was a natural for an automotive parts campaign. What hot rod fan wouldn't love it?