INTEGRATED CAMPAIGN (MORE THAN $200,000) - AdAgeadage.com/btobbest/B2BOct2013.pdf · INTEGRATED CAMPAIGN (MORE THAN $200,000) ... It’s a funny, ... form mathematical symbols as

28 | BtoB | October 15, 2013 | btobonline.com

WINNER

General Electric Co.Agency: BBDO, New YorkCampaign: “Brilliant Machines”Launch date: April 2013Why we liked it: The star of this integrated campaignis actor Hugo Weaving, who reprises his role as theubiquitous Agent Smith from the “Matrix” movie fran-chise. In one smartly produced TV spot, Smith and hisclones move about a hospital equipped with GeneralElectric Co.’s technology to underscore the innova-tive nature of the company’s Internet-enabled health-care offerings. The GE machines and their advancedsoftware, notes Agent Smith in his raspy narration,work seamlessly with data to improve patient careand reduce waiting times. Agent Smith can’t help butbe impressed. Other elements of the campaigninclude social media, online advertising, additional TVspots and direct marketing, and the entire integratedpackage adds up to a stroke of brilliance.

Integrated Campaign (>$200,000)Winner: General Electric Co.,” Brilliant Machines,”BBDO, New YorkRunner-up: Forbes, “Change the World,” gyro,New YorkHonorable Mention: CDW, “Winning on theRoad,” Ogilvy Chicago

Integrated Campaign (<$200,000)Winner: SunGard Availability Services, “ZombieWar,” BullDog Solutions, Austin, Texas, and BoothBay Creative, Phoenixville, Pa.Runner-up: Delta Faucets, “H2Okinetic Shower”campaign, Miller Brooks, Zionsville, Ind.Honorable Mention: Emerson Climate Technolo-gies, “Electronic Unit Controller Awareness” cam-paign, Fahlgren Mortine, Beavercreek, Ohio

Print Campaign (>$200,000)Winner: Accenture, “High Performance.Delivered,” TBWA/Chiat/Day, New YorkRunner-up: Lockheed Martin, “Global Securityfor Australia,” Keiler & Co., Farmington, Conn.Honorable Mention: Kellogg Co., “2012 Innova-tions,” gyro, Cincinnati

Print Campaign (<$200,000)Winner: Henny Penny, “Henny Penny Math AdSeries,” VantagePoint Marketing, Greenville, S.C.Runner-up: Total Gas & Power, “Switched Think-ing Adverts,” Stein IAS, Bollington, EnglandHonorable Mention: John Deere, “WorkSight,”gyro, Chicago

Print Single AdWinner: Accenture, “High Performance. Delivered.”(PosteMobile ad), TBWA/Chiat/Day, New YorkRunner-up: Interactive Intelligence, “DearSteven,” in-houseHonorable Mention: Tabasco, “Value Ad,” FoodGroup, Chicago

Online CampaignWinner: Visa, “Champions of Progress,” Doremus,New YorkRunner-up: AllianceBernstein, AB digitalcampaign, The Gate, New YorkHonorable Mention: Maxwell Systems,“Empowering Construction,” Stein IAS, New York

Out-of-homeWinner: ClearChannel Communications, “TimesSquare Dunk Tank,” JUXT Interactive, NewportBeach, Calif.Runner-up: Forbes, “Change the World,” gyro,New YorkHonorable Mention: QBE Insurance, “QBE Rug-by Internationals,” Doremus, London

TV SpotWinner: General Electric Co., “BrilliantMachines/Agent of Good,” BBDO, New YorkRunner-up: Time Warner Cable, “Your Army,”gyro, New YorkHonorable Mention: CDW, “Winning on theRoad TV/Bear,” Ogilvy Chicago

Trade ShowWinner: Philips, See What Light Can Do, GlobalExperience Specialists, Las Vegas, Nev.Runner-up: American Express OPEN, Feed YourBusiness Brain Game at CES, Momentum World-wide, New YorkHonorable Mention: Ooredoo, OoredooRebrand at Mobile World Congress, Jack MortonWorldwide, New York

Online VideoWinner: PNC Bank, “Cash Flow Options,” gyro,ChicagoRunner-up: Domtar Corp., “Paper Because/Wait-er,” Eric Mower+Associates, Syracuse, N.Y.Honorable Mention: Dell Inc., “A Day in the Life:Dell World 2012,” UBM DeusM, New York

MicrositeWinner: RedHat, Calling All Enterprisers, PJA Ad-vertising+Marketing, Cambridge, Mass.Runner-up: Verizon Communications, Think For-ward, MRM/McCann, Salt Lake CityHonorable Mention: Henny Penny, Henny Pen-ny Math microsite, VantagePoint Marketing,Greenville, S.C.

Direct Mail: SingleWinner: Jive Software, “Spark Something Amaz-ing,” Babcock & Jenkins, Portland, Ore.Runner-up: Dymo, “Free Sample,” gyro, Cincin-natiHonorable Mention: Zoetis, “Social Media in aBox,” Bader Rutter, Brookfield, Wis.

Direct Mail: MultiWinner: SunGard Availability Services, “ZombieWar Survival Toolkit,” Booth Bay Creative,Phoenixville, Pa.Runner-up: CDW, “Big Ideas for Small Business,”Ogilvy, ChicagoHonorable Mention: Northfield Bank,“Pedometer Mailing,” Mint Advertising, Branch-burg, N.J.

Branded AppWinner: Hobart Corp., Spotlight app, gyro,CincinnatiRunner-up: Dow AgroSciences, SureStartmiSales, Bader Rutter, Brookfield, Wis.Honorable Mention: Timber Tech, iPad app, EricMower+Associates, Syracuse, N.Y.

MobileWinner: Accenture, “High Performance.Delivered.” TBWA/Chiat/Day, New York

EmailWinner: SunGard Availability Services, “ZombieWar,” BullDog Solutions, Austin, TexasRunner-up: Sage Fixed Assets, “Math Gods,” Ma-son Zimbler, Austin, TexasHonorable Mention: Dell Inc., “Dell Lifecycle Mar-keting,” Epsilon and Ryan Partnership, New York

NontraditionalWinner: Domtar Corp., Paper Hotspot, Eric Mow-er+Associates, Syracuse, N.Y.Runner-up: Cisco Systems, Cisco House, GeorgeP. Johnson Co., Boston

Complete list of the 2013 BtoB’s Best

INTEGRATED CAMPAIGN (MORE THAN $200,000)

Online

TV

YouTube

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INTEGRATEDCAMPAIGN (LESSTHAN $200,000)

TV

HONORABLE MENTION

EmersonClimateTechnologiesAgency: Fahlgren Mortine,Beavercreek, OhioCampaign name: “ElectronicUnit Controller Awareness”campaignLaunch date: April 2013Why we liked it: These adsspeak right to the needs oftime-crunched refrigerationcontractors. The image of atimer reminds them that time isof the essence, while the head-line, “Right now, a contractor iscompleting a 25-minute job inone minute,” lets them knowthat there’s a better way to getthings done. Copy tells themthat Emerson can help themsave time and improve accura-cy—in short, making their jobseasier. That’s a message thateveryone has time for.

WINNER

GeneralElectric Co.Agency: BBDO, New York Campaign name: “BrilliantMachines/Agent of Good”Launch date: April 2013Why we liked it: The AgentSmith character from the“Matrix” movies sweepsthrough a hospitalemergency room, notingwith amazement: “I foundsoftware that intrigues me. Itappears to be an agent ofgood.” With the audience’sattention focused by theopening drama, voice-overdelivers the unique sellingproposition: “GE has wiredtheir medical hardware withinnovative software to be in many places at the same time using data to connect patients to software to nurses to the right people and machines.”Casting Agent Smith, who’s capable of being in many places at the same time, underscores the capabilities of the GE offering and creativelyreinforces its brand reputation for innovation. He delivers the payoff near the end of the spot by noting that GE is helping hospitals reduce waittimes, or as he puts it: “Now a waiting room is just a room.”

RUNNER-UP

TimeWarnerCableAgency: gyro, New York Campaign name: “YourArmy”Launch date: September2012Why we liked it: Straightfrom the theater of the ab-surd, Time Warner Cablesweeps viewers back intime to a Revolutionary Warbattlefield where GeneralGeorge Washington isattempting to reverse hisarmy’s fortunes against theBritish with a bold plan ofattack. Problem is, none ofhis lieutenants got his plandue to server problems, full email boxes and the like. A lowly soldier pipes up with a solution: Time Warner Cable’s new cloud services that wouldlet Washington share data, emails and his calendar with the troops. He is sold. And so were we on this light-hearted skit to raise awareness of thecompany’s new offering.

HONORABLE MENTION

CDWAgency: Ogilvy ChicagoCampaign name: “Winning on theRoad TV/Bear”Launch date: March 2013Why we liked it: CDW’s ads featuringCharles Barkley as an IT employeehave provided lots of laughs, and thisspot doesn’t disappoint. Barkley and aco-worker discuss the merits of a mo-bile-enabled printer from inside a busin the woods. The printer starts spit-ting out messages such as “Help!” and“I’m locked out!” along with photos ofa bear getting closer and closer, takenfrom a mobile device. Despite thesounds of someone pounding on thedoor and the frantic printouts, Barkleyand his colleague are too busy admir-ing the printer to notice their doomed co-worker. It’s a funny, memorable ad that’s certain to be heard by the target audience.

Online

Publication wrap



PRINT CAMPAIGN (MORE THAN $200,000)

WINNER

AccentureAgency: TBWA/Chiat/Day, New YorkCampaign name: “High Performance. Delivered.”Launch date: June 2012Why we liked it: Accenture sets out to do three things with its “High Performance. Delivered” cam-paign: Demonstrate an ability to provide bottom-line results for clients; underscore the breadth anddepth of its capabilities; and craft a campaign that’s entertaining and informative. We’d say “missionaccomplished,” thanks to these case history ads that proved to be engaging, relevant, clever anddifferentiated. Accenture delivers on its promise of high performance by articulating in copy how itboosted the fortunes of such leading companies as PosteMobile, Starwood Hotels and Caterpillar.The growth figures cited in the campaign are tangible and memorable. Each ad in the series isbranded with a red “greater than” symbol, lending the campaign a cohesive look and feel.

RUNNER-UP

Lockheed MartinAgency: Keiler & Co., Farmington, Conn.Campaign name: “Global Security for Australia”Launch date: October 2012Why we liked it: The Land Down Under gets a good ride in a series of ads that feature a strikingimage of the Australian continent. Lockheed Martin, the U.S.-based defense contractor, plays well toits local audience by describing how it’s helping Australia’s defense efforts by lending its expertisein such areas as cyber security, rail network management, communications and helping move mil-lions of tons of coal and iron ore more efficiently. Lockheed says its efforts are helping Australiaextend national security beyond its borders. The ads give Lockheed the distinctive look of a leader.

WINNER

HennyPennyAgency: Vantage-Point Marketing,Greenville, S.C.Campaign name:“Henny Penny Math AdSeries”Launch date: February2013Why we liked it:Henny Penny addssome visual mag-netism to its print exe-cutions by settingsome of its stainless-steel kitchen equip-ment against a strikingred background.Having arrested theattention of foodser-vice operators across aspectrum of marketsegments, HennyPenny then offers aseries of features andbenefits. Decision-makers crave benefitsand Henny Pennydoesn’t disappoint.Bulleted copy noteshow a particular pieceof equipment will savethe operator money byimproving storagecapacity or allowingthe operator to storefood at a range ofhumidity levels. HennyPenny uses food itemsin each headline toform mathematicalsymbols as a way ofunderscoring howpenny-wise it is to useits products that willproduce a healthyreturn on investment.

HONORABLE MENTION

John Deere (Deere & Co.)Agency: gyro,ChicagoCampaign name:“WorkSight”Launch date: June2012Why we liked it:John Deere uses aseries of virtual reali-ty images of heavymachines to tout itsWorkSight fleet man-agement technology.The design is clean,with a good block ofwhite space to bal-ance out the heavierimages. Copy quicklygets to the point andexplains the system’sbenefits. It’s astraightforwardapproach that’s sureto engage the targetaudience and leavethem pondering howWorkSight couldwork for them.

HONORABLE MENTION

Kellogg Co.Agency: gyro, CincinnatiCampaign name: “2012Innovations”Launch date: June 2012Why we liked it: These whimsicalads use shapes cut from the boxesof Kellogg’s products to create sim-ple images such as a flower, rooster and watering can that seem to float above illustrated back-grounds. Borrowed interest headlines and copy—for example, “The perfect conditions for anotheryear of center store growth,” with an image of the sun—veer toward cliché but are saved by thefolksy collages that jump off the page.

PRINT CAMPAIGN (LESS THAN $200,000)

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RUNNER-UP

Total Gas &PowerAgency: Stein IAS,Bollington, EnglandCampaign name:“Switched ThinkingAdverts”Launch date: June 2012Why we liked it: Energysuppliers in the U.K. aresaid to have a slipperyreputation. Businessowners and managers,who must rely on energyfor their lifeblood, claimthe suppliers overcharge,fail to communicate andtrick them on pricing andcontracts. To differenti-ate itself from less-savoryenergy providers, TotalGas & Power steps for-ward with its new brandcharacter—Business-minded Bill, who’s unlikethe rogues’ gallery ofsuch characters as ShiftyBill, Big Bill and Lazy Bill.Fresh-faced and friendlylooking, Business-mind-ed Bill looks like the kindof guy you can trust. Theentertaining images ofthe other guys make fora memorable campaign.

WINNER

Accenture Agency:TBWA/Chiat/Day,New YorkCampaignname: “HighPerformance.Delivered.”(PosteMobile ad)Launch date:March 2013Why we liked it:Case historiesusually carrygreat weightwith an audi-ence. Accentureused a series of“they-say” ads tomake the casethat it has the breadth of knowledge and expertise tohelp companies across a large number of industries. Notonly were the ads convincing, they were graceful. Ourfavorite was a rendition of a Botticelli painting featuringa woman sporting a Bluetooth headset accompanied bythe headline: “We helped PosteMobile become an Italianicon in just five months.” The equally elegant copyexplains how Accenture helped the Italian postal systemestablish the largest mobile virtual network in Italy.

RUNNER-UP

InteractiveIntelligenceAgency: In-houseCampaign name: “DearSteven”Launch date: July 2012Why we liked it:Sometimes the only wayto break through the clut-ter of b-to-b advertising isto do so in such a creative-ly unexpected way that the audience can’t help butnotice. Interactive Intelligence presents its selling propo-sition improbably enough in the form of a “Dear John”letter. Or in this case, a “Dear Steven” letter in which adisaffected customer named Amy writes that she’s look-ing for something better: a single, agile software plat-form with a choice to move to the cloud. Amy rattles offother advantages to her new relationship withInteractive Intelligence before telling Steven that: “It’sbeen nice … but it’s over.”

HONORABLE MENTION

Tabasco (McIlhenny Co.)Agency: Food Group,ChicagoCampaign Name: “Value Ad”Launch date: November2012Why we liked it: We all wantmore for our money, especial-ly when running a business.McIlhenny Co. wants to makesure that the businesses thatcarry its Tabasco hot sauceknow their customers will gettheir fair share of spice. Thead’s art is a large, red “100”—except that the number “1”has been replaced with a Tabasco bottle. The headlinebeneath says it all: “One bottle. 100 servings. Incrediblevalue.” It’s a clean, bold ad that effectively communi-cates Tabasco’s value proposition.

PRINT SINGLE AD

NONTRADITIONAL

WINNER

Domtar Corp.Agency: Eric Mower+Associates, Syracuse, N.Y.Campaign name: Paper HotspotLaunch date: March 2013Why we liked it: Paper may be decidedly old-school, but at theSXSW conference—ground zero for the techno-savvy interactiveset—it found a remarkably receptive audience. Domtar’s brilliantly conceived Paper Hotspot booth at the conference wasan oasis of bookish civility amid all the beeping, blinking screensand handsets. The Domtar booth, replete with old rugs andcomfy chairs, was the perfect refuge where 20-something show-goers, discouraged from using their electronic devices, could sim-ply read, draw or doodle—on paper, of all things. Presenting atarget audience with something unexpected is dependable wayto catch their attention; in this case, the contrast between thehigh-tech intensity of the show floor and the mellower pace ofthe book-lined study was inspired.

RUNNER-UP

Cisco SystemsAgency: George P. Johnson Co., BostonCampaign name: Cisco HouseLaunch date: June 2012Why we liked it: The C-suite crowd is notoriously difficult to cor-ral. But build a compound with an unfettered view of the OlympicPark during the 2012 London games, and they will come. Whilethe execs no doubt enjoyed the unforgettable view, they also hadthe opportunity to learn about how Cisco technology is trans-forming the way the world does business. Cisco House, whichincluded a 3-D theater, was well-appointed with the latest Cisco-enabled electronics that spoke volumes about the company’sbrand, products and services. At the games, Cisco made the mostof its captive audience, many of whom likely didn’t want to leavethat well-wired lap of luxury.


EMAIL CAMPAIGN


DIRECT MAIL: MULTI

WINNER

SunGard Availability ServicesAgency: Booth Bay Creative, Phoenixville, Pa.Campaign name: “Zombie War Survival Toolkit” Launch date: May 2013Why we liked it: Any time you get a mailing from the Zombie ApocalypsePreparedness Agency (ZAPA), you’d better pay close attention: Your life could beon the line. The mailing consisted of a flash drive with a personalized videoinstructing IT targets on how to survive the Zombie Apocalypse. A few days later,recipients got a second package containing a camouflage backpack survival kit,including zombie survival necessities and a top-secret envelope with zombie-themed cloud availability or IT disaster recovery information. Also enclosed was aletter indicating recipients would be getting a follow-up call in the coming daysto debrief them on their role in the mission. This is the kind of multidimensionalcampaign with limitless shelf life that can create plenty of viral chatter.

RUNNER-UP

CDWAgency: Ogilvy, ChicagoCampaign name: “Big Ideas for SmallBusiness”Launch date: January 2013Why we liked it: CDW schools its small-business customers with a series of attrac-tive infographics on such critical businessfunctions as marketing, money manage-ment and productivity. If the targets didn’talready have an MBA, they do now. At theend of each tutorial, CDW serves up someproducts that can help owners do a betterjob of running their businesses. It makesgood use of its bold red brand color,which lends the infographics a cohesivelook. This is an outstanding example ofvalue-added marketing.

HONORABLE MENTION

Northfield BankAgency: Mint Advertising, Branchburg, N.J.Campaign name: “Pedometer Mailing”Launch date: October 2012Why we liked it: Most of us don’t count the num-ber of steps we walk, but it wouldn’t hurt to know.Northfield sent a personal message to prospectstelling them how many steps they are from thenearest Northfield branch—and included aNorthfield-branded pedometer. The mailing alsonoted that a Northfield manager would soon be calling to follow up. Prospectsalso received additional mailings in the form of postcards about particular prod-ucts. We appreciated the personalization and creativity placed behind such a simple message.

DIRECT MAIL: SINGLE

WINNER

Jive SoftwareAgency: Babcock & Jenkins,Portland, Ore.Campaign name: “SparkSomething Amazing”Launch date: June 2012Why we liked it: Who doesn’tremember the childhood thrillof catching fireflies on a warmsummer evening, placing them in a jar and watching them set it aglow?Jive Software cleverly arrests the attention of busy executives by recreat-ing those magical moments with a motion-activated electronic firefly in aMason jar. The point of the exercise is to educate the audience about howJive’s social business platform offers innovation and a competitive edge.The piece is designed to drive decision-makers online, where they cantake in a personalized content hub page that features a video welcome, asolutions overview, case studies and links to the Jive community. Thetouch of nostalgia is just the thing to get prospects to take notice.

RUNNER-UP

Dymo (NewellRubbermaid)Agency: gyro, CincinnatiCampaign name: “Free Sample”Launch date: August 2012Why we liked it: Newell Rubbermaid’s Dymocouldn’t have made it any simpler for its targetaudience of healthcare laboratory managerswho specify integrated labeling systems. States the copy on the outside flapof the attractive blue box that landed in their labs: “The easiest way to makeyour lab run smoothly is in this box ... Open to see for yourself.” Targets nextsaw sales points on the inner flap of the box before they discovered the prod-uct itself—a LabelWriter 450 Turbo, which was theirs to keep. There’s nothingmore convincing than a free sample, especially if it works.

HONORABLE MENTION

ZoetisAgency: Bader Rutter, Brookfield, Wis.Campaign name: “Social Media in a Box”Launch date: October 2012Why we liked it: Global animal healthcompany Zoetis used direct mail to send asocial media startup kit to its audience ofveterinarians. The kit, a cylindrical con-tainer that read, “You can lead a horse to water but you can’t make himtweet,” contained a flash drive and instructions telling recipients to “Giveyour social media some horsepower.” When they connected the flashdrive to a computer, recipients got tips on how to establish a presence onFacebook and Twitter. The mailing was both good-looking and effective,helping Zoetis connect with its audience by offering up something useful.

WINNER

SunGard AvailabilityServicesAgency: BullDog Solutions, Austin, TexasCampaign name: “Zombie War”Launch date: May 2013Why we liked it: Because there’s so much atstake, warning prospects of a possible loss ifthey don’t buy your product is always fairgame in b-to-b advertising. But terrifying themwith the idea of a zombie apocalypse? Whynot? After all, the target audience is IT directors, and they’ve seen farworse. We suspect they got as big a charge out of this email campaign aswe did. Zombies are all the rage these days, so the audience will naturallytake note. But the campaign is more than borrowed interest. SunGardpromises to help companies through the chaos with its cloud-basedrecovery services.



ONLINE CAMPAIGN

WINNER

VisaAgency: Doremus, New YorkCampaign name: “Champions ofProgress/CFO”Launch date: March 2013Why we liked it: Walk a mile in theCFO’s shoes and you’ll empathize withall that can go wrong. But the bannersthat feature the intriguing image of thesilhouetted backs of CFOs can also beseen as empowering, which is more tothe target audience’s taste. The onlinecampaign also celebrates the CFO’smore positive responsibilities, such as helping make the enterprise more efficient or trans-parent. The path to those positive attributes lies via Visa’s Commercial Services. We like theway this campaign demonstrates deep insight into the challenges facing the target audi-ence. That’s a sure-fire way to engage and motivate a prospect or customer to take thenext step in the selling process.

RUNNER-UP

AllianceBernsteinAgency: The Gate, New YorkCampaign name: AB digital campaignLaunch date: June 2013Why we liked it: Never more will financial advisers andinvestors lack awareness of AllianceBernstein’s expertisein the bond market. These online ads, part of a broaderintegrated campaign, feature a series of things that canbe hard to decipher, such as Caesar’s coded messages,Morse code and the literature of Edgar Allan Poe. Wewere especially fond of the ad starring Poe in which araven rests on his shoulder and the headline states:“Edgar Allan Poe was a master at confounding his audi-ences ... Today the fixed income market carries on his tra-dition.” AllianceBernstein then offers to help its targetaudience decipher the bond market.

HONORABLE MENTION

MaxwellSystemsAgency: Stein IAS,New YorkCampaign name:“EmpoweringConstruction”Why we liked it: These eye-catching ads feature the “M” in the Maxwell Systems logobeing cut away to reveal construction workers on the job against an orange sky that tiesin the company’s brand color. Headlines such as “Power up with Maxwell SystemsProContractor MX” get right to the point, and quick hits of copy tell viewers what thecompany’s construction software solutions can do.

ONLINE VIDEO

WINNER

PNC BankAgency: gyro, ChicagoCampaign name: “Cash FlowOptions”Launch date: August 2012Why we liked it: PNC Bankcan say all it wants about howit provides cash-flow optionsto its business clients. But theaudience would much ratherhear it from a satisfied cus-tomer, especially one as con-vincing as Dana Herbert. Thespot takes viewers to Dessertsby Dana, where ownerHerbert and his crew aredepicted creating theirmouthwatering treats. Heexplains how hamstrung hisotherwise successful businesswas by a tight cash flow. HisPNC banker describes thesweet solution the bankbrought to the shop thatincluded a credit card pro-cessing machine. The move gave Herbert a complete picture ofhis cash flow, which allowed him to better run and expand hisbusiness. As Herbert says: “The proof is in the pudding.”

RUNNER-UP

Domtar Corp.Agency: Eric Mower+Associates, Syracuse, N.Y.Campaign name: “PaperBecause/Waiter” Launch date: March 2013Why we liked it: There’s some-thing to be said for paper. It’smuch lighter than a stonetablet and it doesn’t require abattery like the electronic ver-sions do. Paper companyDomtar Corp. hilariously under-scores the benefits of its prod-uct with a spot featuring a waiter who overestimates his abilityto commit to memory orders from a table full of guests. Whenchallenged by a guest as to why he wasn’t writing things down,he replies with a babble of incorrect orders to the dismay of thediners, who probably won’t be returning any time soon.

HONORABLE MENTION

Dell Inc.Agency: UBM DeusM, NewYorkCampaign name: “A Day in theLife: Dell World 2012”Launch Date: March 2013Why we liked it: “A Day in theLife” targets prospective atten-dees for Dell’s annual customerand partner conference. It fol-lows one attendee, an IT execu-tive with the South AustraliaDepartment of Transport,through his experience at the2012 event and highlights how he got new ideas and connectedwith former colleagues. The video adds a personal element tothe conference’s marketing campaign and convinces would-beattendees that it’s worth five flights across the world to get there.

HONORABLE MENTION

DellInc.Agency: Epsilonand RyanPartnership,New YorkCampaignname: “DellLifecycle Marketing”Launch date: August 2012Why we liked it: Dell’s email cam-paign isn’t fancy, but it is effective. Theclean layout of the content is closer toa website than an ad, with a numberof entry points and navigation featuressuch as product grids with prices andlinks. The campaign features behavior-triggered versions with pointed head-lines offering discounts.

RUNNER-UP

Sage FixedAssetsAgency: Mason Zimbler,Austin, TexasCampaign name: “MathGods”Launch date: June 2012Why we liked it: Yet more metaphorical calami-ties—this time in the form of the Math Gods, whodon’t take kindly to miscalculations. But for com-panies that manually keep track of their fixedassets, like desks and computers, it’s not the godsyou need to worry about but the IRS. As one ofthe headlines cleverly states: “You forgot a zeroon line 3 … Now the IRS is on line 2.” But SageFixed Assets can prevent such wrath with its assetmanagement software. It’s OK to scare prospectsso long as you step forward with a solution.



WINNER

AccentureAgency: TBWA/Chiat/Day, New YorkCampaign name: “High Performance. Delivered.”Launch date: March 2013Why we liked it: Accenture likes to help its clients in a big way. In this inspiredmobile campaign, Accenture presents a series of case histories in which it hashelped high-profile clients deliver high-performance results (the case studiesappear throughout the company’s integrated campaign). For Starwood Hotels,the global consultancy used its digital expertise to help the chain improve cus-tomer analytics. For Japanese retailer Uniqlo, Accenture helped drive upgrowth by 350%. And for Warner Bros., Accenture helped convert its analogfilm catalog to digital. The images from this mobile campaign are colorful andengaging, easily catching the eye of a businessperson scanning a website.

MOBILE

OUT-OF-HOME

WINNER

Clear ChannelCommunicationsAgency: JUXT Interactive, Newport Beach, Calif.Campaign name: “Times Square Dunk Tank”Launch date: June 2012Why we liked it: It isn’t easy breaking throughthe clutter in Times Square, one of the word’smost ad-intensive locations. But Clear Channeldid just that with a virtual carnival-style dunktank to demonstrate the power of its giantSpectacolor digital outdoor media displayto turn passive audiences into engagedaudiences. With high-definition camerastrained on the audience in Times Squareand using gesture recognition and votingvia Twitter, the crowd was able to push avirtual beach ball toward a target thatplunged either “The Painted Lady” or acarnival strongman into a tank of water. Itall played out live on the big screen. Thecrowd loved it, and so did we. This was a remarkable combination of technology, cre-ativity and social media.

RUNNER-UP

ForbesAgency: gyro, New York Campaign name: “Change the World”Launch date: July 2012Why we liked it: The lingering perceptionthat Forbes magazine was nothing morethan a celebration of fat cats and plutocratsdidn’t do justice to the reality that the publi-cation was actually telling the stories of thenext generation of doers, trailblazers and game changers such as Kathy Ireland, Sean Parkerand Jay Z. All three, who have graced the publication’s cover, were featured on boards nearlarge media-buying companies in New York and Chicago. Our favorite was the elevatorwhose outer doors featured Jay Z as a precocious youth while an inside image displayed himas the powerful, enormously successful mogul he is today.

HONORABLE MENTION

QBE InsuranceAgency: Doremus, LondonCampaign name: “QBE RugbyInternationals”Launch date: November 2012Why we liked it: Sports have traditionally been a natural fit for b-to-bsponsorships and media placement, andthat’s no different across the pond. QBE’s rail station takeovers surround commuters withQBE’s rugby-themed ads like they’re the ball in a scrum. Images of grizzled pros from theEngland Rugby and Premiership Rugby leagues, which QBE sponsors, add impact to head-lines like “They mean business. We mean business,” and “Business insurance tackled.”

BRANDED APP

WINNER

Hobart Corp.Agency: gyro, CincinnatiCampaign name: SpotlightAppLaunch date: August 2012Why we liked it: When yourproducts are of industrialsize and strength likeHobart Corp.’s dishwashers,they’re hard to pack into asales rep’s briefcase. Thenthere are brochures, specsheets and PowerPointslides, but they too can becumbersome. An app, how-ever—especially one aswell-produced as this—cancover a lot of ground for arep on the go and give decision-makers in the foodservicespace a keen sense of the product’s capabilities. We like theapp’s sizzle, but there’s steak as well in the form of bright,descriptive copy on nearly every page. For example, copy noteshow the unit’s energy recovery system allows it to reduce costsby 16% a year. It’s a great way to streamline the selling process.

RUNNER-UP

DowAgroSciences Agency: Bader Rutter &Associates, Brookfield, Wis.Campaign name: SureStartmiSalesLaunch date: December 2012Why we liked it: Agriculturalchemical retailers get inundat-ed with marketing clutter. Butthis interactive app loaded witheye-catching images andattractively packaged datapoints enables reps from DowAgroSciences to gain the atten-tion of the target audience. Thesales story about the advantages of SureStart herbicide unfolds incompelling fashion on the Dow rep’s iPad. Retailers learn that theproduct is easy to handle and provides broad-spectrum weed con-trol—exactly what the end-user needs to hear. The sales process isaccelerated thanks to the app’s collection of facts and images. Anorange-colored banner frames the top of each page, giving theapp a consistent, branded look.

HONORABLE MENTION

Timber TechAgency: Eric Mower+Associates, Syracuse, N.Y.Campaign name: Timber TechiPad appLaunch date: January 2013Why we liked it: Timber Tech’siPad app has lots of productinformation that’s easy to navi-gate. A dark gray rail across thebottom anchors the designwhile providing a home forsocial sharing buttons as well asa link to a section of the websitecalled “Straight Talk.” What setsthis app apart, though, is a photo gallery that allows users toupload images of their deck projects, adjust the colors and finishes,save the updated images and email them.

M


TRADE SHOW

WINNER

PhilipsAgency: Global Experience Specialists, Las Vegas, Nev.Campaign name: See What Light Can DoLaunch date: April 2013Why we liked it: With lighting as spectacular as the Northern Lights, Philips’2013 Lightfair booth made savvy use of the company’s lighting products todemonstrate how it has evolved from a strictly product-oriented vendor into acomprehensive lighting solutions provider. The lighting was soft and cool, andthe lines of the booth were clean and crisp. Lighting designers and engineersknew at first glance that they had come to the right place to discover somenew lighting solutions. The designers and builders of the 60-by-170-foot boothcreated an array of lighting solutions in settings mimicking real-world condi-tions. The exhibit cast Philips in the best possible light.

RUNNER-UP

American ExpressOPENAgency: Momentum Worldwide, New York Campaign name: Feed Your BusinessBrain Game at CESLaunch date: January 2013Why we liked it: Attending a trade show isusually a test of physical and mental stami-na. So visitors to American Express OPEN’sbooth at the Consumer Electronics Showundoubtedly appreciated what the creditcard company did to boost their intellectu-al strength. OPEN developed a digitalmemory matching game that tested atten-dees’ concentration while simultaneouslyeducating them about OPEN products. As a reward, attendees received vouch-ers for OPEN cardmember treats from a food truck at the booth. The booth alsofeatured thought leaders such as author Chris Anderson, who fed visitors’ brainswith his take on the latest trends in high tech.

HONORABLE MENTION

OoredooAgency: Jack Morton Worldwide, New YorkCampaign name: Ooredoo Rebrand atMobile World CongressLaunch date: February 2013Why we liked it: The best brands haveconcrete personalities that come to life.Ooredoo, formerly Qtel Group, took thisphilosophy and made it part of its brandtransformation announced at the MobileWorld Congress this year. Attendees saw the Qtel brand on day one of the con-ference, but that evening witnessed the unveiling of the new Ooredoo brand.The company then revealed a secret second space that featured performanceartists and brand imagery. The day-to-night transformation was a sure way tograb attendees’ attention.

MICROSITE

WINNER

RedHatAgency: PJAAdvertising+Marketing,Cambridge, Mass.Campaign name: Calling AllEnterprisersLaunch date: January 2013Why we liked it: This is a smart-looking site. The design is logi-cal and easy to navigate. Thecolor red, which has loads of stopping power, plays a dominant role—as itshould when the name of the company is RedHat. Visitors to the siteencounter a variety of options to learn more about the software company.Yet there is no sense of information overload. There is a video testimonialfrom officials of a top financial exchange, there is a downloadable CIO brief-ing, a case study and an analyst’s perspective. We also liked how RedHatreinforces its credibility with a box that notes that 90% of the Fortune 500rely on RedHat and 50% of the world’s trading volume runs on RedHat.

RUNNER-UP

Verizon CommunicationsAgency: MRM/McCann, Salt Lake CityCampaign name: Think ForwardLaunch date: January 2013Why we liked it: VerizonCommunications puts a wealth ofinformation under the noses of chiefinformation and chief technology offi-cers to help establish itself as athought leader on important topicsclose to their hearts: risk management,sustainability, and agility and aware-ness. Visitors to the site see a checker-board of informational options in the form of cards. A click on any one flipsthe card over and opens up a fuller description of the topic. It could be awhite paper, a video podcast or a digital publication. This is a great way toprovide lots of useful information without having it looking like too muchinformation.

HONORABLE MENTION

Henny PennyAgency: VantagePoint Marketing, Greenville, S.C. Campaign name: Henny Penny Math micrositeLaunch date: January 2013Why we liked it: Any foodservice companywould perk up at the mention of products thatpromise to maximize efficiency. But global food-service equipment provider Henny Penny knows that a promise is notenough without the numbers to back it up. Henny Penny created a clevermicrosite with lots of information, quotes from customers and calculatorsthat allow visitors to select a Henny Penny product and determine theamount of money and time they would save by using it. This helps HennyPenny show businesses that though its products are not the least expen-sive, they are likely to help save money in the long run.


MOBILE


Documents

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