Business Daily from THE HINDU group of publications
Saturday, Aug 12, 2006
Business Daily from THE HINDU group of publications Saturday, Aug 12, 2006 |
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Marketing
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Awards & Honours O&M arm bags 2 awards Our Bureau
OgilvyOne India won two DMA International Echo Leader awards for its work on DHL's Customer First Programme (an activation programme) and Walt Disney's show, Kim Possible. The DHL customer loyalty programme is 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, the agency is supposed to have used a combination of multiple direct marketing media. The Walt Disney promo, Code Tod (cracking of codes in Hindi), was created for the launch of Kim Possible - a show based on a teen detective. It was reportedly aimed at establishing the channel in the minds of media planners. The creative strategy was to showcase the excitement generated among 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 Mr Kaizad Pardiwalla, Vice-President, OgilvyOne.
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