BOSTON: AT&T, the telecoms giant, has won the Best in Show prize at the 2011 Direct Marketing Association International ECHO Awards for an integrated campaign called "The Last Text".
This campaign, developed by BBDO New York, was based around an online documentary which highlighted the dangers of texting and driving. It secured over 35m impressions, 44,000 microsite visitors, and 14,000 Facebook "pledges" supporting its core messages.
The full case study for "The Last Text" is now available on Warc. Subscribers can also browse the full list of winning case studies on the 2011 ECHO Awards page.
Elsewhere at the ceremony, IBM took two special prizes, winning the Governors Award for Strategic Innovation for "Watson", which publicised the firm's link-up with TV quiz show Jeopardy!, and the Henry Hoke Award for an initiative that launched its SEER 2.0 web app at the Wimbledon tennis tournament.
Both IBM campaigns also received Gold awards. "Watson" was developed by Ogilvy & Mather and "SEER 2.0" by OgilvyOne London.
Meanwhile, the Royal Mail, the UK's postal service, was the only other client to win two Golds, picking up these prizes for "Lolxsperiment" and "Xmas Stamps".
Other Gold winners included campaigns for Fuji Xerox, Carrefour, FedEx and the New Zealand Ministry of Health.
Another special prize, the USPS Gold Mailbox Award, went to "Silhouette-Mailing" from agency Heye & Partner on behalf of Fiskars, a German scissors brand.
This campaign, which also won a Silver award, centred on an exclusive DM pack which was sent to 100 traders, and contained a real pair of precision scissors.
Data sourced from DMA; additional content by Warc staff