• by Ray Schultz , March 30, 2022

Direct marketing’s venerable ECHO awards were presented last night, with the online dating application Tinder winning the top honor: The Diamond ECHO. 

Tinder won for a campaign titled “Swipe Night,” a live-action miniseries that was available only within the Tinder app. It was created by the 72andSunny ad agency. 

The jurors for the Diamond ECHO were marketing executives from Kimberly-Clark, Coca-Cola, BlackRock, NBCUniversal, FCB, Citi, Accenture Interactive, Rapp, and Santander Bank. 

Tinder also won the gold award for mobile.  

The top email honor — a gold ECHO — recognized the “We Got You, Baby” campaign for Huggies/Kimberly Clark, created by Accenture Interactive and Droga5. This effort also won gold in the CRM/Customer Loyalty and Consumer Products & Services categories. 

MediaCom and Choreograph won a new award, taking the gold Marketing Data Strategy of the Year award for a campaign titled “Vaccine Readiness Model.” This was created to help Walgreen’s identify COVID-19 vaccine prospects.  

The model utilized multiple data points to create an algorithm that predicted vaccine readiness. 

Gold social media awards recognized the Mac/Digital opening campaign for Mac Cosmetics, created by Wunderman Thompson Argentina, and The Golden Oven campaign from McCain and FCB Canada.    

Two gold ECHOs were awarded in a few categories. The international awards, founded in 1929, were presented in connection with the ANA’s Masters of Data & Technology Conference in Orlando.

Other gold winners included:  

Customer acquisition

Reaching The Full Potential In Hair Care And In Business, Harklinkken and Nordid.  

Campaign for CSR/Social Good

Degree Inclusive — Unilever and Wunderman Thompson Argentina

Missing Voices — Voces de la Ausencia 

Campaign For Under $250,000

It’s Not OK —  Truecaller and Wirality Media 

Data-Driven Technology

The win-win-win lottery — Varelotteriet and Ambitions 

Data-Inspired Insight

Act Too — me too. and FCB/SIX 

Emerging Technologies

Everest Expedition AR Experience — National Geographic Partners and Signal Theory 

Not For Profit

Just As Long As You Pay-- SSickKids Foundation and Cossette 

Retail & Etail

How India's underdogs won Flipkart the Festive Battle —  Flipkart and McCann Worldgroup India/ MRM India 

Mac Digital Opening — Mac Cosmetics and Wunderman Thompson Argentina 

Video Content

Through Your Eyes —Sony Music / Incucai and Wunderman Thompson Argentina 

Swipe Night — Tinder and 72andSunny

Branded Content

The Unignorable Notification — Duolingo Inc and Jotacom 

Swipe Night — Tinder and 72andSunny 

Campaign for CSR/Social Good

Degree Inclusive — Unilever and Wunderman Thompson Argentina 

Missing Voices — Voces de la Ausencia 

Consumer Products & Services

Huggies "We Got You, Baby," Huggies / Kimberly-Clark with Accenture Interactive and Droga5 

Quarantensions — Dole Sunshine Company with Campbell Ewald and Spark Foundry 

Mobile

Swipe Night — Tinder and 72andSunny 

Through Your Eyes — Sony Music / Incucai and Wunderman Thompson Argentina 

The international awards, founded in 1929, were presented in connection with the ANA’s Masters of Data & Technology Conference in Orlando.