The Direct Marketing Association: Echo-Cardiogram

MRM Worldwide

ENTRY INFORMATION

Category: Business and Consumer Services
Country where program ran: Global
Date program started/ended: October 2007 - April 2008

Product Description: The 2008 DMA International ECHO Awards call-for-entries integrated campaign.

Advertiser/Client Name: The Direct Marketing Association
Media Channels: Direct Mail
Email
Insert
Print
Other
Website: http://work.gillespie.com/WebTEST/echo_dev6/index.html

STRATEGY

Marketplace Challenge:

There were three real challenges to achieving the goal of making the 2008 campaign the most successful with NEW entrants:

  1. The ECHO Awards were thought of as only a direct mail show. And with more and more direct marketing moving to the digital world, we needed to fight for that audience.