LONDON: 3D Rugby, an archibald ingall stretton campaign for O2, has won the Grand Prix at the 2010 DMA Awards.
The campaign - the case study for which is available on warc.com here - targeted fans of the England rugby team by organising live 3D broadcasts of matches at cinemas.
It also won the IT & Telecommunications category, as well as Best Use of Field Marketing, Best Use of New Technology and Best Creative Solution or Innovation at the DMA event, held in London yesterday.
Interest for the match broadcasts was largely driven by online buzz, which was built through both targeted emails and a dedicated Twitter feed.
As a result, the client was able to generate 250,000 web visitors; campaign emails had an open rate of 27%; and registration for O2's Priority experiences rose by 250%.
"It's very much a post-modern piece of direct marketing in that it incorporates the principles of direct marketing, while also incorporating elements from other disciplines, such as PR, sponsorship and event marketing," said Rory Sutherland, vice-chairman of Ogilvy Group UK and chair of the panel of judges.
"You would be hard pressed to improve on this - unless of course the client had sponsored the Welsh national team, rather than that of our Saxon occupiers."
Elsewhere, Gold awards were handed out to 22 other campaigns, which covered the full range of direct marketing strategies.
Virgin Holidays and agency Elvis took the Travel and Holidays Gold with a burlesque-themed integrated campaign, which was praised by judges for creating sales in a "new and witty" way.
Meanwhile, Epson Europe's Extreme Gamer campaign, developed by Twentysix London, promoted the client's HD projectors via a targeted online film - and won Gold in the Social Media category.
This year's DMA entries were noted for their increasingly integrated nature, with many agencies and clients looking beyond the traditional DM pack to reach clients via PR efforts, email and social media.
Writing on the Warc Blog, awards judge Heather Westgate, ceo of TDA, commented: "Direct marketing has always been about maximising customer engagement, and in today's environment, the best way to achieve this is often through integrated marketing activity.
"From the evidence I've seen in this year's DMA Awards entries, marketers are embracing this approach with increased confidence and panache. Rather than thinking in terms of online and offline 'matching luggage', ROI has increasingly become the starting point - and effective integration has become the means of delivering that ROI."
Data sourced from Warc/DMA Awards