Outdoor Services Inc. [1] for its national campaign for United States Navy [2], and MediaVest [3] for a regional campaign for Kraft Stove Top Stuffing [4] walked off with the top ‘best of the best’ awards at the 9th annual Out-of-Home Media Plan Awards.
Nancy Fletcher, president of the Outdoor Advertising Association of America [5], presented the awards Dec. 9/09 in New York in conjunction with the Second Annual Out-of-Home Advertising Event.
The awards are judged based on a combination of media strategy, media plan including proper use of budget and showing measurable results. Five Gold and four Silver Awards were given, with Outdoor Services/U.S. Navy and MediaVest Stove Top Stuffing chosen from among the Gold winners. Each winning campaign used a variety of media, mainly a mix of OOH media.
The U.S. Navy campaign was based on building awareness and use of the navyformoms.com [6] website and included ‘painting the town blue’ in each city where it rolled out. While a major part of the campaign actually involved turning monuments and other landmarks blue, it also included wallscapes, touch screens, mall saturations, bus wraps, street teams, in-stadium materials and just about every type of OOH media one can imagine.
Web traffic was up 32% and there was a 25% increase in Moms being favourable to their sons enlisting in the navy.
The Stove Top Stuffing was geared to make this classic food top-of-mind all year around and not just for the holidays. The campaign, which also won a Bronze Lion at Cannes, was built on giving consumers ‘the gift of warmth’ and included heated bus shelters along with standard bus shelters in Chicago. The campaign drove a 7% increase in sales volume.
The other gold awards went to:
- Nicholson Kovac Inc. [7] for EMBARQ [8], a local phone carrier with a ‘Bring It Home’ campaign which involved, among other things, painting barns to attract rural audiences;
- MPG [9] for Carnival Cruise Lines [10] with a campaign built on a concept of ‘fun’;
- MacDonald Media [11] for ESPN Monday Night Football [12] which included covering walls on all sorts on 378 transit shelters in real Astrturf as well as 270 wild postings.
Silver award winners were:
- Horizon Media [13] for History Expedition: Africa [14]
- Outdoor Services Inc. [1] for Showtime’s Dexter [15];
- MPG [16] for McDonald’s McCafe [17];
- Butler, Shine, Stern & Partners [18] for the MINI Clubman [19];