December 2008

Rapp sweeps two major honours at gala event
UNICEF new monthly donor
campaign tops NAMMU awards By Pat Atkinson

A B2C campaign that used imagination and surprise to encourage prospects to help children facing life and death issues in the developing world, took top honours for Rapp Collins, a division of DDB, at the NAMMU Awards held at the Design Exchange here on November 12. Familiar lines ripped from today’s news provided unexpected and alarming facts. “This child has a drinking problem,” accompanies a photo of a serious young boy with a cup perched over a filthy stream and reveals the fact that more than 6,000 children die daily from drinking contaminated water. With international development low on the public’s agenda, this provocative package achieved results vastly over expectations. From the lift in monthly and single donations, to acclamation and increased profile for the global UNICEF organization, this campaign, which also won the Adressed Admail B2C – Fundraising category, was a direct hit.

Multi Media Award
Rapp Collins relied upon an amusing multi-media story about “the Japanese car the Germans wished they had made” and garnered the Multi Media Mail Award for its outstanding 2008 Subaru Impreza Launch campaign.

All Star Team Award
In his remarks from the podium, NAMMU Head Judge, Alan Brodeur, said “It’s a campaign other agencies wished they’d made. Showroom traffic and sales zoomed, dealers got excited, and the online buzz led to worldwide smash success.” This campaign also garnered the All Star Team Award for Rapp Collins and PLM Group, which supplied data, mail component manufacturers and the value-add mailer.

Courier Financial Services – B2B
“Apple Basket Introduction” won this category for TD and Response Innovations. This delicious campaign (based on the adage: “An apple a day…”) delivered baskets of fresh, locally grown apples to medical offices in Northern Ontario and Vancouver and invited doctors and their “Apple Basket Introduction” won this category for TD and Response Innovations. This delicious campaign (based on the adage: “An apple a day…”) delivered baskets of fresh, locally grown apples to medical offices in Northern Ontario and Vancouver and invited doctors and their staff to “bite into better business banking at TD Canada Trust.” The inside message let recipients know about the benefits of plans created for their practices.

Addressed Admail – Information Technology B2B
The winner, “The Canadian Leadership Summit,” was developed by Wunderman for Microsoft. This team went all out to convince Canadian leaders that a Washington business conference exploring organizational trends with experts would be a great investment of time and attention. Along with the invitation, the team put together a total package to ensure top-tier executives would enjoy the flight. This included two great business books, a pillow, a reading light and an eye mask. Microsoft reached its attendance target, achieved excellent satisfaction rates and significant sales results.
Wunderman also garnered the award for Brand Reinforcement B2C for its work with Ford of Canada for the 2008 Ford Super Duty Launch.

Addressed Admail – Relationship Building/Loyalty B2B
Developed by Bos for Syngenta, this campaign for an ultra-premium herbicide, “Axial,” caused such a stir that the entire Canadian supply was sold out within weeks and also created a huge demand of advance orders for next season. The Axial “No Compromise Club” captured the award in this category to perfection.

Addressed Admail B2C – Automotive
Bimm Communications Group developed this category’s winner: the Tundra Launch for Toyota Canada. Based on Toyota’s “Book of Truck,” the campaign conveyed masculine philosophy and hard facts about horsepower and traction that helped communicate the Tundra’s toughness. The launch’s success resulted in a higher than anticipated number of trucks sold.

Addressed Admail B2C — Financial Services
The winner: the “Guaranteed to Grow” Campaign for ING Direct, was developed by GWP Brand Engineering and Response Innovations. A unique envelope with a transparent window revealed a thick paper cut-out flower labelled Plant Me! and which helped to convey the image of guaranteed RSP growth.

Addressed Admail B2C — Relationship Building/Loyalty
Carlson Marketing developed the winner in this category, “Spring Non-Purchaser Campaign” for the Stratford Festival. Carlson Marketing tapped data for a supply and demand model that helped the Festival determine when to raise and lower ticket prices for optimum return. Patrons received mailings for offers on shows that would appeal to them based on their preferences and new patrons were accorded a discount for season’s tickets. The results topped the previous year, which was the best ever recorded by the Festival.

Addressed Admail B2C —Retail
The “CTFS Wallet Promotion” by Philter Communications Inc. was developed for Canadian Tire Gas + to attract potential customers to the pumps and get them to try its Options Mastercard using the inducement of $5 for a tank of gas. The offer arrived in the shape of a $5 bill in a wallet with a peel off credit card sized coupon.

Unaddressed Admail B2C
The winner in this category, “Back to School for TELUS” by Bimm Communications Group, featured two waves packed with practical gifts such as a ruler with a die-cut fish, a bookmark, and interactive pieces featuring great phones and back-to-school rate plans.

Creative Envelope
TELUS also won this category with its “TELUS IP PREMISE,” developed by Engine Room Creative Inc. The piece effectively communicates to business leaders that the full package of IP telephony hardware offers it all.

Data mining
Draftcb developed the “Educate to Sell” campaign for Canada Post to promote its direct mail products to small and medium-sized Canadian businesses or SMBs. The campaign positioned the crown corporation as a trusted DM resource and helped Canada Post reach its monetary targets and positioning goals.

International
“Good Eating, Good Living” for Kraft Foods, developed by Wunderman, used the interesting fact that laughter burns calories to create a memorable but simple message aimed at people with Diabetes and their caregivers. The envelope features a small, white feather and the message: “Presenting the latest tool to help you live better with Diabetes.” It invites readers to discover practical tips and tools with Kraft’s new Good Eating, Good Living collection of magazines, Web site, radio show, recipes and coupons.

Multi Media Mail Campaign B2B
Tattoo direct and digital developed the successful “Quotential Rebranding” for Frankin Templeton. The campaign aimed to reach both investors and their advisors and focused on an iconic image of an impenetrable metal briefcase. For investors, it became the symbol of a serious toolbox. For advisors, it transformed into a heavily guarded medieval castle for protecting their clients’ funds. Either way, the campaign spelled success.

Dave Taylor Copywriting Award
Siobhan O’Reilly of Capitol One’s internal creative team garnered this coveted award for her work on her firm’s successful “Bumper Sticker Package,” which persuaded Canadians to try the country’s lowest long-term credit card rate. The campaign helped drive home a huge win in customer acquisition. The award was presented by the late, great direct marketer’s daughter Allison Taylor.

Environmental /Mail Campaign B2B
Pollution Probe’s “ 2008 Clean Air Commute” campaign by Rivet won for its unique promotion of “Clean Air Action Heroes” through engaging workplace kits. The smog savings were 795 tonnes of air pollutants, 160 workplaces participated and 10,800 commuter diary cards were collected.

Environmental/Mail Campaign B2C
“My Visa Rewards Plus Catalogue” from Carlson Marketing Canada for Vancity Savings Credit Union, employed no polybags or envelopes, limited product selection to drive consumers online, employed energy-saving tips, and encouraged customers to use their points toward travel, local experiences, gifts or charity.

Environment/Innovation
The winner, Pitney Bowes study and report: “The Environmental Impact of Mail: A Baseline,” is designed to help educate and establish best practices for sustainability within the mail industry. Pitney Bowes has been named one of the top 100 Corporate Best Citizens by Business Ethics Magazine.