After winning two metals at the Promotion Marketing Awards of Asia 2006, Ogilvy & Mather’s direct marketing division, OgilvyOne, has some good news at the recently concluded Direct Marketing Association (DMA) Awards 2006 held in New York.
OgilvyOne India won two DMA International ECHO Leader awards for its work on DHL Customer First Programme (an activation programme) and Walt Disney’s Show ‘Kim Possible’.
The DHL programme (a customer loyalty programme) aimed at building a dialogue and regenerating services from customers who had signed up but hadn’t availed their services in a while. Based on the uniqueness of each customer requirement, a combination of multiple direct marketing media was used. Direct mailer hooks like response, help, promotional offer, gift vouchers, special offer extended and even account lock out were also utilised. These mailers were then followed up by telephone calls.
Chandrashekhar Pitre, Head of Marketing, DHL Express, India, said, “DHL has always aimed at going the extra mile to connect and move closer to customers, and we are privileged to win the prestigious DMA award for our Customer Programme. At DHL, we not only provide express and logistics solutions to our customers but also try to reinforce customer belief that at DHL, we go ‘all the way’ to meet customer expectations.”
The Walt Disney promo, ‘Code Tod’ (meaning “cracking of codes” in Hindi) was created for the launch of ‘Kim Possible’ – a show centred on a teen detective. It aimed to establish the channel in the minds of media planners. The creative strategy was to showcase the excitement generated amongst kids to the planners by asking them to crack a code.
“A series of clues across both offline and online medium led to the final cracking of the encrypted codes, which could be seen only through special 3D glasses sent out to those close to cracking it,” said Kaizad Pardiwalla, Vice-President-Mumbai, OgilvyOne, India.
“This award reaffirms our commitment towards bringing creative excellence in everything we do. We are extremely proud of this achievement and will continue to invest in great creative ideas,” said Tushar Shah, Director-Marketing and Communications, Walt Disney Television International (India).
Pardiwala further said, “DMA’s ECHO award is the most prestigious award in the Direct Marketing industry across the world today and we are delighted that our work has been recognised and awarded by the DMA on the DHL and Walt Disney businesses.”
The DMA is the foremost awards of its kind that seeks to acknowledge outstanding direct marketing campaigns from around the world. The Direct Marketing Association (UK) is one of Europe’s largest trade associations in the marketing and communications sector.