DMA International ECHO Awards 2011 – All winners

Summary
Novozymes, a world-wide supplier to the beer brewing industry, needed to convince breweries that its Novzymes Ondea Pro product could eliminate the expensive and time-consuming malting process and still produce the same quality beer. In this global campaign, a mailer invited recipients to become the new brewer at Old Grumpy's Brewery. The site collected prospect information and challenged prospects to a game of installing a new production line. It also asked them to use an online calculator to see how much Novozymes could save Old Grumpy, and then asked to help them save as well. The campaign drew a 46% response rate, with 27% of leads currently in a dialogue, and 6% planning trials with Novzymes Ondea Pro.

Summary
Royal Mail, the UK postal service, hoped to turn young people into stamp enthusiasts. It turned to a digital campaign featuring cartoon characters Wallace and Gromit, who were appearing on that year's Christmas stamps. The campaign targeted the Wallace and Gromit fan club and those who "liked" the characters' Facebook page. Facebook ads and emails also spread the word about a website that allowed consumers to create their own avatar in the style of Wallace and Gromit. The avatars' features could be almost endlessly personalized, and 138,000 people created an avatar. In addition, more than 69,000 signed up for future stamps communications, surpassing the target by 420%.

Summary
Birla Sun Life wanted to sell its Child Plan insurance to help parents in India finance their children's alternative career choices. Indian parents are very conservative about careers, so a campaign presented an alternative outlook. To accomplish this, it put a new spin on annaprasan. Annaprasan is a Hindu ritual that is supposed to determine a child's future. Parents present money, books, jewels and other objects, and the object the child chooses indicates its future prospects. A dimensional mailing provided a modern annaprasan kit with objects that represented alternative careers and invited parents to log onto NotJobsButPassion.com. The campaign led to 178 new policies.

Summary
World Vision, the relief and development charity, needed to maintain American donors' connection with sponsored children at a time when many were distracted by other challenges. A mailing that marked the back-to-school season for African children used the theme of flight to convey the hopes and dreams education can fulfill. Donors were asked to send an enclosed personalized "Flight Discovery Kit" and include a donation if possible. The kit included lessons about flight for the children and could also be assembled into a toy airplane. Thanks to a response rate of 26.4%, the campaign raised $2.7 million above regular monthly gifts.

Summary
Royal Mail, the UK postal service, wanted to convince young people that mail offered something digital media couldn't. An online campaign reached out, with a final push one month before Valentine's Day. A psychology student was named spokesperson and convinced young people of the love letter's value. Letter writing kits were handed out, campus interviews prompted interest, and letters rolled in. Online, participants could "favorite" letters they liked. The campaign finale was a reading of all the letters received and the performance of a song inspired by the top favorite letters. Targets for interactions were surpassed 10 times over and participants spent an average of two hours per letter.

Summary
Microsoft needed to promote its Windows 7 operating system to Australian consumers. Noting that the operating system's sharing features were especially attractive to students, it launched a campaign that encouraged students to help promote the product. The company offered the student who shared his or her opinion of Windows 7 with the most people the prize of seven months rent free in a house provided by Microsoft. Going beyond the expected Facebook shares and tweets, students created videos, used guerilla marketing tactics, put advertising in live gaming, and more. Just 7,427 students created 10.4 million brand impressions, which was 2,080% beyond the goal.

Summary
American Express wanted to engage in an online dialogue with young Canadians who felt the brand was somewhat dated. It built on an existing campaign that featured a splattered canvas that read "Life is a great big canvas. Throw all the paint at it you can." Using a Wii remote, an iPad palette, and a monitor, the company introduced the Digital Canvas, which allowed consumers to paint at kiosks. Through a Facebook app, users could also paint and share their work, earning a chance to win a trip to New York. On-site card applications rose 200%, and 4,000 Facebook "likes" resulted.

Summary
Fuji Xerox wanted to get the attention of New Zealand's top printers for the launch of its new digital printer. It sent invitations in the form of a plea from the Governor of the Reserve Bank of the People's Republic of Fujikistan, who needed help printing money. Prospects also received a locked briefcase, which they could open only by logging into a personal URL. It contained a personalized letter, bundles of Fujikistan's currency, and a license to print money. A brochure about Fujikistan explained the banknotes' intricate features to showcase the new printer's capabilities. Fifty printers were sold, resulting in an ROI of 163.

Summary
EDB ErgoGroup needed to recruit new consultants to its SAP Consulting business in Norway, but knew that the talented individuals it required were in high demand. It also knew many were women who spent a lot of time away from their families. Instead of courting them in the lavish manner they were accustomed to, the company adopted a down-to-earth campaign. It mailed a package to prospects' homes and included a Mikado sticks game. The message played on the game's objective, stating that the company recognized its challenge, but would move aside anything necessary. Hopes were that including real Mikado sticks would prompt a game with the family. Thirty-five percent agreed to a meeting.

Summary
Johnson & Johnson's Visine eyecare brand had two new eye-drop products to market in the USA: one for weary-eyed office workers, the other for late-night partiers. The campaign served up banner ads based on keywords in Facebook status updates and tweets. Mention of a late night might bring up an ad relevant to a hangover, while mention of the boss might serve up an ad related to work. In both cases, blurry graphics that let relevant words peak through caught people's attention and showed how the right drops could bring clarity and relief. Interaction rates were beyond 5%, with up to 35 seconds spent on banners.