imc2 Secret Deodorant, “Secret Sleeveless Summer”http://www.secret.com/SleevelessSummer.do Finalist Consumer Packaged Goods  You can tell a campaign's working when you share it with your teenage daughter and she encourages you to keep clicking. Such was the case with Secret's online Sleeveless Summer effort. The engaging graphics draws the viewer in, with an interactive tag cloud that lists several Secret products linked to 30 summer activities. For example, mountain biking would require Secret's "Clinical Strength Sport." Happy Hour, on the …

Catapult Action-Biased Marketing Mars Petcare, US - Cesarhttp://www.cesar.com/westhighlandherald/ Finalist Consumer Packaged Goods  To promote Cesar Sunrise -- a new breakfast product -- Mars Petcare courted the gourmet canine with a newspaper, "The West Highland Herald," aimed squarely at him. The paper catered to lifestyles of the dog on the move with news strories such as, “Dog Saves Family From Vicious Vacuum,” lifestyle pieces like “Cuts for Mutts: the Fauxhawk," and even tabloid fodder: “Pics of Dog Show …

MediaCom ConAgra, Healthy Choice Fresh Mixers “Working Lunch”http://biclients.com/extranet/sites/index.htmlFinalist Consumer Packaged Goods  Is there anything duller than lunch at your desk? ConAgra realized that most desk-bound workers want something to look at while they scarf down that PB&J. So, they gave them original online entertainment that tied to the company's Healthy Choice Fresh Mixers it wanted them to sub out for the PB&J. In partnership with MSN, it created live improv that played on typical office …

Sapient Interactive/Prudential Advertising Prudential/Annuities Trade, “Highest Daily Company”http://www.sapientprojects.com/sapient_pdfs/Trade/ login: invisible Password: 9a3h8A3SFinalist Business-to-Business   Prudential's campaign, "Highest Daily Company" increased awareness of their innovative annuities service by 11 percent and generated over 800 leads, which resulted in new or existing variable annuity contracts. How? They tailored a media plan for their demographic based on their online behaviors, consisting of banners, e-mail and search advertising, plus a standalone video. They also implemented a strategy that showed how their annuity …

Software AG Software AG, “BPM & SOA for Dummies”http://www.softwareag.com/omma_2009/ Finalist Business-to-Business  Software AG teamed up with the popular "For Dummies" book publishers, John Wiley, Inc to create easy-to-read guides on Business Process Management (BPM) and Service Oriented Architecture (SOA) for non-technical business managers. The campaign proved to be extremely successful, as more than 30,000 copies of the book were downloaded on the company's website, and 45,000 were bought via hardcopy at lead generation events, which …

Pavone Sani Professional, “Germs Unite”http://www.germsunite.com/ Finalist Business-to-Business  Sometimes the best way to be remembered is to cause an elaborate scene. That's exactly what Sani Professional (formally Nice-Pak Commercial) did during the National Restaurant's Tradeshow in Chicago. The characters, Eli Coli, Lizz Teria, Ryan O'Virus, Ann Fluenza and Sally Monella were costumed, disgruntled germs that walked the show with protest signs and handouts against Sani Professional's products, since they kill germs. The buzz was generated there, and continued …

Greater Than One Art Institutes, Online Marketing Campaignhttp://filehosting.greaterthanone.com/awards/2009/omma/ai.html Finalist Best Small Marketer Campaign Greater than One's "dynamic customization" banners were created on the fly to target potential students based on geography and areas of interest and match them with the creative for specific schools. The customization relied on user profiles, which were based on registration info analysis of behavioral data. In the end, variations on 14 course programs - including culinary arts, media arts, fashion and …

StepChange Group Livescribe, Pulse Smartpen in Facebookhttp://stepchangegroup.com/images/StepChange_OMMA.pdf Finalist Best Small Marketer Campaign  This integrated campaign generated more than 100,000 responses to a survey, grew Livescribe's Facebook fan base, engaged active users of its engagement app and drew nearly 700 comments in its first three days. How? Seeking to reach high school seniors headed to college, the most likely users of its Pulse "smart pen," it built a Facebook page and wall, added a social "Where are you going to …

Education Dynamics, LLC eLearners.com, “Career Stimulus Package”http://www.careerstimuluspackage.com/Finalist Best Small Marketer Campaign  To tackle the crisis of undereducated and underemployed adults, eLearners.com launched the Career Stimulus Package to award 100 full-tuition college scholarships along with offering free career coaching services through a 40-city traveling RV tour. Courtesy of EducationDynamics marketing campaign, eLearners is expecting over 500,000 applicants to vie for the scholarships.   eLearners.com: Terrence Thomas, EVP Marketing Operations; Don Alava, SVP Marketing Services; Helen MacDermott, Content Director; John Stebbins, …

Initiative Hyundai Kia, Kia Soul “A new way to roll”http://extranet.initiative.com/omma.nsf/ User Name: omma.kiasoul Password: Kiasoul1Finalist Automotive  Initiative and Kia targeted trend-setters to position its unknown Soul model through non-automotive activations, including music and Xbox. To make taste-makers feel in the know about the launch, Kia became the first automotive advertiser on Pandora's and iMeem's moble music applications for the iPhone and Google Android. And the company sponsored a section on Flavorpill called "What is Innovation," highlighting art, …