• by Staff Writers , September 1, 2006

This oldie but goodie medium has undiscovered depths of potential for engagement; these finalists got listeners involved.

MediaVest

Procter & Gamble/Gain

MediaVest: Kristy Carruba, VP, Broadcast Account Manager; Gerald Piscopo, Philadelphia Buyer; Lisa McCusker, Account Coordinator; John Amy, Radio Coordinator

Despite robust sales and consumer loyalty in most areas, Gain was failing to attract African-American women in the Northeast. MediaVest found a way to transform the mundane task of doing laundry into an event worth anticipating, with Gain as the party's host.

Throughout the 10-week campaign, the top DJ on the biggest urban radio station in Philadelphia ran call-in contests, giving away tickets to the weekly "See Ya at the Laundromat" parties. Winners could come do their wash and party with DJ Shamara. They received full-size bottles of Gain as party favors.

Attendance surged from 50 to 110 percent each week of the promotion. Shipments increased 14 percent.

MindShare

Novartis Consumer Health

Melissa Campbell, Group Planning Director; Jill Goldmann, Network Radio Manager; Trish Levinsohn, Associate Planning Director; Jennifer Maisel, Broadcast Radio Negotiator; Allison Tierney, Planning Supervisor; Lindsey R. Coyle, Media Planner; Christine Potter, Assistant Media Planner

Step up your game. Step up to the plate. Mindshare capitalized on men's affinity for sports with a yearlong "Step Up" initiative on the "Mike & Mike in the Morning" show on ESPN Radio.

The two Mikes  Mike Golic, former pro athlete, and Mike Greenberg, well-known ESPN SportsCenter anchor  managed to weave the campaign for the anti-fungal foot cream seamlessly into their morning banter. Every Wednesday, each Mike chose a player to compete for the honor of being named "Lamisil AT Step Up Player of the Week." Incentives and prizes drove listeners to ESPNRadio.com to vote for their favorite.

The campaign elicited more than 100 million impressions on ESPNRadio.com from men age 35 to 64; Lamisil at's sales grew an impressive 16 percent. Now that is a step up.

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OMD

COTY/Shania by Stetson

Natalie Swed Stone, U.S. Director, National Radio; Irene Gazis, Client Communications Director; Melissa Burke, Associate Director, National Radio Investment; Melissa Colon, Supervisor, National Radio Investment; Taylor Wood, Analyst, National Radio Investment; Anna Salguero, Associate Director, Strategy; Lorraine Oliver, Senior Media Strategist; Jennifer Mead, Account Supervisor

Coty launched Shania by Stetson, a new fragrance from country music phenom Shania Twain, at a time when the artist had no new music to promote.

OMD's program mixed Shania's music with new and old interviews across 21 properties and 4,500-plus stations. Program sponsorships included the No. 1 song on CMT Country Countdown and weekly Shania moments.

The result? Shania by Stetson was one of Coty's most successful product debuts.

Click here to see the original entry.

For more information about the Creative Media Awards ceremony go here.