The Big Ask March campaign also won Gold in three categories, including ±±¾©Èü³µpk10 Websites and Digital Innovation - two of the six new digital categories introduced to the awards this year.
Other big winners on the night included 20:20 London, Proximity London and Story UK, each claiming Gold in three categories.
The Friends of the Earth campaign was a ‘virtual protest march’, aiming to bring the traditional mode of demonstration into the digital age. The campaign targeted individuals who supported Friends of the Earth’s call to action for tougher climate change law, but who were not committed activists. The Big Ask March website enabled supporters to join an online march where they could view videos posted by fellow demonstrators and take part in discussion forums. In all, 172,937 people took part in the demonstration.
The awards were sponsored by Royal Mail. This year new categories were introduced to better incorporate digital campaigns. The awards scheme included categories covering online advertising, email, campaign websites, mobile marketing, eCRM and new applications/use of technology, extending the total number of categories to 33.
Entries were judged by a panel of 200 direct marketing practitioners. Every judging team included a copywriter, an art director, a data planner, a media buyer, a planner, a client and a sector specialist. Each entry was judged in terms of the quality of its strategy, creativity and results.
Heather Westgate, chair of the DMA Awards Committee, said: These awards celebrate the UK’s finest direct marketing and the CHI & Partners campaign for Friends of the Earth is truly the epitome of excellence. Influencing behaviour is the cornerstone of our industry and the Big Ask March campaign skillfully spurred people into action."
All of this year’s winners deserve recognition and praise for their achievements – especially in such a tough economic environment. Over the years, DMA winners have consistently been a ‘weathervane’, signaling trends across the industry as a whole. Bearing that in mind, I think direct marketers should feel optimistic about our prospects in 2009.
DMA Award winners by category:
Grand Prix Winner
CHI & Partners / Friends of the Earth
Email
GOLD Stephens Francis Whitson / Callaway Golf Europe
SILVER CreatorMail / TUI (UK) – Thomson
BRONZE Comic Relief / Comic Relief
Online Display Advertising
GOLD RAPP / NSPCC
SILVER RMG Connect / HSBC
BRONZE Chemistry / Transport for London
eCRM
GOLD CreatorMail / TUI (UK) – Thomson
SILVER OgilvyOne Worldwide / BT Telecommunications
BRONZE Story UK / The Glenmorangie Company
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GOLD CHI & Partners / Friends of the Earth
SILVER Proximity London / Royal Mail
BRONZE Craik Jones / Unilever
Mobile Marketing
GOLD 20:20 London / Virgin Media Television
SILVER Steak / swiftcover.com
BRONZE Incentivated / Scottish & Newcastle
Digital Innovation
GOLD CHI & Partners / Friends of the Earth
SILVER 20:20 London / Virgin Media Television
BRONZE Meteorite / Argos
IT/Telecommunications
GOLD OgilvyOne Worldwide / IBM UK
SILVER CHI & Partners / The Carphone Warehouse
BRONZE OgilvyOne Worldwide / BT Telecommunications
Leisure, Games, Entertainment & Media
GOLD 20:20 London / Virgin Media Television
SILVER Partners Andrews Aldridge / Visit Wales
BRONZE CreatorMail / TUI (UK) – Thomson
Travel
GOLD Chemistry / Transport for London
SILVER Entire Direct Marketing / P&O Cruises
BRONZE e-Dialog / British Airways
Retail & Home Shopping
GOLD Meteorite / Argos
SILVER Kitcatt Nohr Alexander Shaw / Waitrose
BRONZE Kitcatt Nohr Alexander Shaw / Waitrose
Financial Services
GOLD Red C / Swinton Taxi Division
SILVER The Lounge Group / Alliance & Leicester
BRONZE Publicis Dialog / Zurich Insurance
Public Sector & Fundraising
GOLD Bright / National Marine Aquarium
SILVER Chemistry / Transport for London
BRONZE RAPP / NSPCC
FMCG
GOLD Touch DDB / Right Guard
SILVER CMW / Cadbury
BRONZE Story UK / The Glenmorangie Company
Automotive
GOLD CMW / Lotus
SILVER The HPS Group / BMW (UK)
BRONZE LIDA / MINI UK
Business To Business
GOLD Proximity London / Royal Mail
SILVER OgilvyOne Worldwide / British Gas
BRONZE Proximity London / Royal Mail
Business To Consumer
GOLD Proximity London / TV Licensing
SILVER Wunderman / Brent Borough Council
BRONZE Bright London / South Bank University
Press
BRONZE Wunderman / The Karen Clifford Skin Cancer Charity
Inserts
GOLD Partners Andrews Aldridge / Lexus (GB)
SILVER All Response Media / 888.com
BRONZE Crisis / Crisis
Broadcast
GOLD Rapier / Virgin Media
SILVER Kitcatt Nohr Alexander Shaw / BookTrust
BRONZE Watson Phillips Norman / WaterAid
Integration
GOLD Rapier / MessageLabs
SILVER Proximity London / TV Licensing
BRONZE Rapier / Virgin Media
Business Direct Mail (High Volume)
GOLD Amp Communications / Morgan Lovell
SILVER Publicis Dialog / Zurich Insurance
BRONZE OgilvyOne Worldwide / IBM UK
Business Direct Mail (Low Volume)
GOLD Tullo Marshall Warren / CALM
SILVER Them / Nissan GB
BRONZE April-Six / Experian
Consumer Direct Mail (High Volume)
GOLD Story UK / Scottish and Southern Energy
SILVER LIDA / MINI UK
BRONZE Kitcatt Nohr Alexander Shaw / Waitrose
Consumer Direct Mail (Low Volume)
GOLD RAPP NSPCC
SILVER Partners Andrews Aldridge / Visit Wales
BRONZE Story UK / The Glenmorangie Company
Field Marketing
GOLD Proximity London / TV Licensing
SILVER Gekko / Setanta Sports
BRONZE CMW / Lotus
Copy
GOLD Tangible Financial / Witan
SILVER Story UK / The Glenmorangie Company
BRONZE Kitcatt Nohr Alexander Shaw / Waitrose
Art Direction
GOLD HS&P / Honda (UK) – Cars
SILVER Proximity London / Volkswagen
BRONZE The Leith Agency / The Scottish Government
Creative Solutions
GOLD 20:20 London / Virgin Media Television
SILVER CMW Lotus
BRONZE CHI & Partners / The Carphone Warehouse
Brand Building
GOLD Story UK / Scottish and Southern Energy
SILVER Trinity Communications / New Look
BRONZE Proximity London / Royal Mail
Customer Acquisition
GOLD Kitcatt Nohr Alexander Shaw / Booktrust
SILVER Red C / Swinton Taxi Division
BRONZE The Real Adventure / Nutricia
Launches
GOLD Story UK / The Glenmorangie Company
SILVER 20:20 London / Virgin Media Television
BRONZE Tullo Marshall Warren / Nissan Motors (GB & Europe)
Customer Loyalty
GOLD CreatorMail / TUI (UK) – Thomson
SILVER TEQUILA\ / The Army
BRONZE Rapier / Virgin Media
Green Award
GOLD CHI & Partners / Friends of the Earth
SILVER The HPS Group / BMW (UK)
BRONZE Wunderman / Wunderman
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