Next Stop: The World
After a review of more than 500 campaigns by dozens of senior-level marketing professionals around the world, results from four regional competitions in the Association of Promotion Marketing Agencies Worldwide’s second-annual Globes were announced in July.
Winners from these regions, along with several others (including PROMO’S PRO Awards, which serve as the program’s U.S. entry point) will be judged again this month — this time by an international panel in Toronto — to select this year’s global winners. The winners will be announced Nov. 12 at APMA’s autumn conference in Palm Beach, FL. (Visit apmaw.org for information.)
Latin America
Agencies in Latin America submitted 266 entries for such companies as Kraft, Motorola, General Motors, Bank Boston, Coke, Colgate, Intel, Danone, Fiat, Shell Oil, IBM, MasterCard, Unilever, and Nestlé. Chile, whose participation this year marks the country’s first foray into the Globes, produced 12 entries. Among them was a winner for Lan Chile Airlines from agency Dittborn & Unzueta that used folded paper airplanes inserted in envelopes to show consumers how far the company’s frequent-flier program would take them. Another Chilean winner was an on-pack program for Mobil Oil by Below the Line/Momentum that increased sales volume with mini-car premiums inserted into carved holes in oil containers.
Despite the effects of new legislation that places heavy restrictions on promotion, Brazil produced 93 entries. Marketing Store Worldwide Brazil racked up seven awards, including one for a program that boosted sales for Fiat’s high-end Marea auto by 20 percent: The brand enlisted the support of two leading Brazilian musicians to get consumers to visit local dealerships for test drives. Participants listened to song lyrics while driving, then matched a code from the lyrics against a number displayed on the car’s visor. Winners got free cars and concert tickets.
Although in the midst of a huge recession, Argentina still came out on top for the region with 100 entries. Stopromotion, winner of PROMO’S Best Promotion in the World award in 1998, took home nine of the 29 awards up for grabs.
Elsewhere, 61 entries were reeled in from Mexico — a record for that country.
Asia
Entries in Asia increased by more than 50 percent this year, and for the first time included campaigns from the Philippines and China. “The standard of entries was very high, and many Asian countries are using Western promotion techniques,” says Australian promotion pro Mike Da Silva, who led the region’s judging event. O&M Philippines picked up three awards in its first try; India also claimed its first-ever award.
“Our strong network of client and agency supporters and media partners will ensure the future of promotion marketing in this highly volatile region, which is crucial to the future of our industry,” Da Silva says. “Next year, we’ll include judges from Korea, China, Japan, and the Philippines, with more discussion being given to entries from ‘emerging’ countries.”
Meanwhile, New Zealand took home the lion’s share of awards from the Australia/New Zealand competition garnering 10 of the 16 presented. A program developed by Incentive Direct and TV Miles International took the prize for most technologically savvy campaign: Consumers picked up logo-bearing “dots” from local retailers that they affixed to TV screens during specific programming. The dots were made of layers of cardboard containing patented, slow-developing film within. Participants later mailed in the dots, which were scanned by special readers to determine which program was viewed and for how long. All participants were automatically entered into a sweepstakes.
A little closer to home, Canada’s program received winning entries for such brands as Molson, Kool-Aid, Hallmark, Visa, and IBM.
Results from local judging events held in Europe (featuring first-timers Russia, Poland, and Germany) and the Middle East had not yet been announced at press time.
Amie Smith can be reached at [email protected].
Regional and country winners:
USA:
Association: APMA
Media Partner: PROMO
Argentina:
Association: CAMPRO
Media Partner: Target Magazine
Asia:
Association: None
Media Partner: ADOI Marketing Communications Magazine
Australia/New Zealand:
Association: Australian Promotion Marketing Association
Media Partner: B&T Weekly
Belgium:
Association: SPCA
Media Partner: Pub Magazine
Brazil:
Association: AMPRO
Media Partner: None
Canada:
Association: CAPMA
Media Partner: Marketing Magazine
Chile:
Association: None
Media Partner: El Diario
Israel:
Association: None
Media Partner: Forum Shivak
Mexico:
Association: AMAPRO
Media Partner: Adcebra
Poland:
Association: None
Media Partner: Media & Marketing Polska
Russia:
Association: Russian Sales Promotion Association
Media Partner: None
Spain:
Association: AEMP
Media Partner: Estrategias
United Kingdom
Association: SPCA
Media Partner: Marketing Week
LATIN AMERICA
Argentina
Category: Best Multi-Discipline Campaign
Agency: Grimaldi
Client: Cisneros Television Group
Category: Best Use of Advertising
Agency: BTL
Client: Nobleza Piccardo
Category: Best Direct Marketing Campaign
Agency: Diagrama Publicitario
Client: Telefonica de Argentina
Category: Most Innovative Communication Strategy
Agency: Diagrama Publicitario
Client: Emergia
Category: Best Use of New Media
Agency: Wunderman
Client: Disco
Category: Most Effective Long-Term Campaign
Agency: Stopromotion
Client: Ledesma
Category: Best Activity Generating Brand Awareness/Trial
Agency: Kepner
Client: Establecimiento Las Marias
Category: Best Activity Generating Brand Volume
Agency: Gough & Asociados
Client: Loma Negra
Category: Best Activity Generating Brand Loyalty
Agency: News Cia de Ideas
Client: Open Sports
Category: Best Business-to-Business Campaign
Agency: Rocha Azevedo
Client: Bank Boston
Category: Best Retail Account-Specific Campaign
Agency: News Cia de Ideas
Client: Supermercado Toledo
Category: Best Dealer or Sales Force Activity
Agency: Gough & Asociados
Client: Loma Negra
Category: Best Idea or Concept
Agency: Stopromotion
Client: Kraft Suchard
Category: Best Use of Art Direction
Agency: Stopromotion
Client: Consejo de Turismo de Mexico
Category: Best Use of Photography
Agency: Stopromotion
Client: Consejo de Turismo de Mexico
Category: Best Use of Illustration
Agency: The Marketing Store Worldwide
Client: Arcos Dorados
Brazil
Category: Best Multi-Discipline Campaign
Agency: The Marketing Store Worldwide
Client: Fiat Automoveis
Category: Best Use of Advertising
Agency: F/Nazca Saatchi & Saatchi
Client: Ambev
Category: Best Direct Marketing Campaign
Agency: The Marketing Store
Client: Fiat Automoveis
Category: Most Innovative Communication Strategy
Agency: F/Nazca Saatchi & Saatchi
Client: Ambev
Category: Best Use of New Media
Agency: The Marketing Store
Client: Sabesp
Category: Most Effective Long-Term Campaign
Agency: Banco de Eventos
Client: Ambev
Category: Best Activity Generating Brand Awareness and Trial
Agency: Bullet Promocoes
Client: Calcados Azaleia
Category: Best Activity Generating Brand Volume
Agency: W-Brazil
Client: Editora Globo
Category: Best Activity Generating Brand Loyalty
Agency: F/Nazca Saatchi & Saatchi
Client: Ambev
Category: Best Business-to-Business Campaign
Agency: Zicard Vieira Ger Promocional
Client: Cervejaria Brahma
Category: Best Retail Account-Specific Campaign
Agency: Motivare Marketing
Client: Guiness UDV Brasil
Category: Best Dealer or Sales Force Activity
Agency: The Marketing Store
Client: Fiat Automoveis
Category: Best Idea or Concept
Agency: The Marketing Store
Client: Shell Brasil
Category: Best Art Direction
Agency: Bullet Promocoes
Client: Multibras Eletrodomesticos
Category: Best Copywriting
Agency: The Marketing Store
Client: Fiat Automoveis
Category: Best Photography
Agency: The Marketing Store
Client: Fiat Automoveis
Category: Best Illustration
Agency: SD Comunicacao
Client: Elida Gibbs
Chile
Category: Best Direct Marketing Campaign
<<p>Agency: Dittborn & Unzueta
Client: LanChile
Category: Best Activity Generating Brand Awareness and Trial
Agency: G2
Client: El Metro
Category: Best Activity Generating Brand Volume
Agency: Lowe Porta & Partners
Client: Lever Chile
Category: Best Activity Generating Brand Loyalty
Agency: BBDO/Promoplan
Client: CCU
Category: Best Retail Account-Specific Activity
Agency: Below The Line/Momentum
Client: Mobil Oil
Category: Best Dealer or Sales Force Activity
Agency: Doce
Client: Soprole
Mexico
Category: Best Multi-Discipline Campaign
Agency: Dinámica en Mercadotecnia
Client: Procter & Gamble
Category: Best Activity Generating Brand Awareness and Trial
Agency: The Sales Machine L&Z
Client: Danone
Category: Best Activity Generating Brand Loyalty
Agency: The Sales Machine L&Z
Client: Choco Milk, Bayer, Eveready
Category: Most Innovative Comunication Strategy
Agency: Promonse
Client: Seagram
Category: Best Activity Generating Brand Volume
Agency: Marketing & Promotion
Client: Museum
Category: Best Business-to-Business Campaign
Agency: The Sales Machine L & Z
Client: Choco Milk, Bayer, Everedy
Category: Best Direct Marketing Campaign
Promotion: Drive Class A
Agency: Promonse
Client: Mercedes-Benz
Category: Best Activity Generating Brand Awareness and Trial
Agency: The Sales Machine L & Z
Client: Campbell’s
Category: Best Idea or Concept
Agency: Grupo CTP
Client: Coca-Cola Co.
Category: Best Retail Account-Specific Activity
Agency: The Sales Machine L & Z
Client: Colgate-Palmolive
Category: Best Dealer or Sales Force Activity
Agency: Dinamismo Mercadológico
Client: Tupper Ware
Category: Best Use of New Media
Agency: The Sales Machine L&Z
Client: Intel Corp.
Category: Most Effective Long- Term Campaign
Promotion: Lycra Fashion Advisors
Agency: Faces
Client: Lycra
AUSTRALIA/NEW ZEALAND
Category: Best Multi-Discipline Campaign
Agency: Incentive Direct, New Zealand
Client: TV 3 Network Services
Category: Best Use of Advertising
Agency: WOW Rapp Collins, New Zealand
Client: Mobil Max
Category: Best Use of Direct Marketing
Agency: Impiric, Australia
Client: Foxtel
Category: Most Innovative Communication Strategy
Agency: WOW Rapp Collins, New Zealand
Client: Challenger International
Category: Best Use of New Media
Agency: Incentive Direct, New Zealand
Client: The Seven Network
Category: Most Effective Long-Term Campaign
Agency: WOW Rapp Collins, New Zealand
Client: Panasonic NZ
Category: Best Activity Generating Trial
Agency: WOW Rapp Collins, New Zealand
Client: TAB New Zealand
Category: Best Activity Generating Brand Volume
Agency: Integrated Options, Australia
Client: Nestle Australia
Category: Best Business-to-Business Campaign
Agency: WOW Rapp Collins, New Zealand
Client: Nokia NZ
Category: Best Retail Account-Specific Activity
Agency: Integrated Options, Australia
Client: Combined Rural Traders
Category: Best Dealer or Sales Force Activity
Agency: WOW Rapp Collins, New Zealand
Client: Nokia NZ
Category: Best Idea or Concept
Agency: Incentive Direct, New Zealand
Client: The Seven Network
Category: Best Art Direction
Agency: Kaleidoscope, Australia
Client: Philips
Category: Best Copywriting
Agency: Kaleidoscope, Australia
Client: Philips
Category: Best Photography
Agency: WOW Rapp Collins, New Zealand
Client: TAB New Zealand
Category: Best Illustration
Agency: The Marketing Store Worldwide, Australia
Client: Kraft Foods
CANADA
Category: Best Multi-Discipline Campaign
Agency: Blitz Direct Data & Promotion
Client: Molson Canada
Category: Best Use of Advertising
Agency: Palm Publicité Marketing
Client: Volkswagen Canada
Category: Best Direct Marketing Campaign
Agency: Vectra Marketing Group Inc.
Client: Hewlett-Packard Canada Ltd.
Category: Most Innovative Communication Strategy
Agency: MediaVest Worldwide and YTV Canada, Inc.
Client: Kraft Canada Inc.
Category: Best Use of New Media
Agency: Vectra Marketing Group Inc.
Client: Hewlett-Packard Canada Ltd.
Category: Most Effective Long-Term Campaign
Agency: Capital C
Client: Hallmark
Category: Best Activity Generating Brand Awareness and Trial
Agency: Blitz Direct Data & Promotion
Client: Bell Canada
Category: Best Activity Generating Brand Volume
Agency: Capital C
Client: Hostess Frito-Lay
Category: Best Activity Generating Brand Loyalty
Agency: M Marketing Services Inc.
Client: Visa Canada Association
Title: Share the Music
Agency: Capital C
Client: HMV North America
Category: Best Business-to-Business Campaign
Agency: Glavin and Associates Marketing Services
Client: Q9 Networks
Category: Best Retail Account-Specific Activity
Agency: Capital C
Client: Hallmark
Category: Best Dealer or Sales Force Activity
Agency: Marketing Drive Canada
Client: IBM Canada Ltd.
Category: Best Idea or Concept
Agency: Blitz Direct Data & Promotion
Client: Molson Canada
Agency: Leo Burnett/Leo Promotion/Leo Interactive
Client: Kellogg’s Canada
Category: Best Art Direction
Agency: Palm Publicité Marketing
Client: Volkswagen Canada
Agency: Capital C
Client: HMV North America
ASIA
Category: Best Multi-Discipline Campaign
Agency: Ogilvy & Mather, Philippines
Client: Chivas Regal
Category: Best Activity Generating Brand Awareness and Trial
Agency: 141, Singapore
Client: Wall’s Ice Cream
Category: Best Use of Art Direction
Agency: 141, Singapore
Client: Nokia
