OgilvyOne UK claims Grand Prix at 2012 DMA Awards
|05 Dec 2012 10:25 GMT||Back|
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OgilvyOne UK’s campaign for Kern & Sohn clinched the Grand Prix at the 2012 DMA Awards, held at the City of London’s Old Billingsgate.
OgilvyOne UK’s campaign for the industrial weighing scales manufacturer beat entries from agency- and client-side direct marketers to grab the biggest prize in the industry’s leading awards ceremony.
The campaign claimed Gold in nine of the DMAs’ 38 categories, with the agency also picking up Gold for its campaign for Drinkaware and nine Silvers and Bronzes for BA, IBM and American Express. Other big winners on the night include Proximity London who took home four Golds, CreatorMail who won three Golds, and MRM Meteorite, LIDA, Mike Colling & Company Limited and Arc UK who each claimed two Golds.
Kern & Sohn commissioned OgilvyOne UK to help them build their reputation and revenue in the global laboratory and education sectors. The strategy was a worldwide experiment, aimed at creating a globally newsworthy campaign. Kern & Sohn customers and scientists around the world received a kit containing a set of scales and a garden gnome to test the theory that gravitational pull varies in strength depending on where you are in the world. The story reached an audience of over 355 million in 152 countries. Two weeks into the campaign 16,386 websites had linked to GnomeExperiment.com, resulting in a 200% increase in traffic, an 11% sales uplift and 1,042% ROI. After a month there was a 21% sales uplift across the entire Kern & Sohn range.
Wayne Hemingway MBE, the iconic Red or Dead founder and renowned British designer, served as the chair of the 2012 DMA Awards Panel of Judges.
Commenting on the Grand Prix winner, Hemingway said:
"I'd like to congratulate OgilvyOne UK on their victory for what was a truly sublime campaign. It's amazing what you can achieve with a gnome and a little creative ingenuity.
"Once again the winners at this year's DMA Awards show how strategic thinking and creativity can achieve real social change. It’s not just about selling products to consumers. Good - great - direct marketing makes a real difference to the lives of mothers, holidaymakers, parents, commuters, homebuyers, music lovers… and even scientists!"
Sponsored by Mobile Marketing Group and TNT Post the DMA Awards is the most prestigious awards programme to recognise and celebrate the best and brightest talents working in today’s direct marketing industry. The DMAs provides winners with the platform to showcase their work and enjoy the acclaim of their peers. Entries were judged by 200 senior professionals with judging teams comprising copywriters, art directors, data planners, media buyers, planners, clients and sector specialists. Each campaign was judged individually and then by group discussion on three key criteria: strategy, creativity and results.