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.
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.
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