Promo's PRO Award Finalists 2008

#1 Best Multidiscipline Campaign

Pedigree Dog Adoption
Agency: Catapult Action-Biased Marketing
Client: Pedigree Brand Food for Dogs

Looking to drive sales and increase brand relevance, Pedigree Dog Food sought once again to tug at the heartstrings of pet lovers by launching a dog adoption campaign. Under the “Help Us Help Dogs” tagline, the company hoped to generate brand loyalty by making a donation to local dog shelters for every product purchased, up to a $1 million contribution. It ran 15- and 30-second TV spots and print ads in dog enthusiast and news publications to promote the effort. Online, the company offered adoption advice and dog profiles at http://www.Dogsrule.com and partnered with 1-800-SAVE-A-PET to help people search for adoptable dogs. It also added a custom application on Facebook.com with The Million Dog Mosaic, a consumer-generated dog-photo mosaic. Brand ambassadors also distributed 55,000 Pedigree goodie bags full of branded merchandise and coupons, plus an adoption guide, at The Westminster Dog Show, and awarded 97,000 T-shirts as part of a mail-in offer. As a result¸ Pedigree sales are up more than 4.5% over a year ago, and $1 million was donated toward pet adoption. The firm also reported more than 1 million page views via The Million Dog Mosaic and more than 45,000 dog photos uploaded to the site.

Power of the Letter
Agency: Civic Entertainment Group
Client: HBO

In a move to build excitement around its “John Adams” miniseries, Home Box Office partnered with the U.S. Postal Service to launch a marketing campaign that encouraged viewers to send a handwritten card to someone they care about—for free. Visitors to http://www.PowerOfTheLetter.com chose from one of six greeting cards, which carried quotes from John Adams and his wife. The promotion mimicked letters written by John and Abigail, who exchanged more than 1,000 letters in their lifetimes. A sweepstakes on the site offered the chance to win a trip to Colonial Williamsburg, one of the locations where “John Adams” was filmed. The USPS supported the effort with movie-style posters and signage in 12,765 post offices, reaching 6.9 million each day. It also printed the famous quote by Adams, “Let us dare to read, think, speak and write,” and used the Web site as a special cancellation mark on 3.3 billion pieces of mail and 225 million post office receipts. The Postal Service used the partnership to promote letter writing and extend its own $30 million image ad campaign “Today's Mail.” The promotion generated the highest-rated HBO original film in four years, drawing 4.7 million viewers.

The Other Lunch Break
Agency: Momentum Worldwide, London
Client: MINI

In an effort to hype up its Mini Clubman car in London, Mini launched a marketing campaign that got people to try something different and think about “The Other Mini.” Under “The Other Lunch Break” promotion, the automaker offered people the chance to make the most of their lunch break by acquiring new life skills through a series of quirky events. But there was a catch: The agency couldn’t use the car or an image of the car because its design was top secret. So, twice a week for five weeks, people attended classes ranging from the basics of moon-walking and spy school, to tips on how to meet your better half’s parents. Video invitations promoted the events on Web sites and blogs targeting “Post Modern Trendsetters.” A Web site at www.theotherlunchbreak.co.uk also talked up the events. Brand ambassadors dressed with Mini lanyards handed out invitations to consumers, while workers at 25 sandwich shops distributed 125,000 branded sandwich bags near specific events. In all, the campaign drew 23,903 viewings of viral films on video-sharing sites and 1,985 people to the seven events. More than 12,000 people visited the microsite.

Look Fab Studio
Agency: Upshot
Client: P&G

When Procter & Gamble Canada looked for a fun way to drive sales and buzz around its beauty products, it opened a pop-up store to teach consumers about its products. Located in Toronto’s Bloor Street shopping district, the Look Fab Studio, the first beauty pop-up in Canada, offered three experiential pods featuring P&G’s latest make-up, skin and haircare products. Visitors received free beauty consultations and learned about the latest looks and trends while sampling products. The company partnered with CTV to launch a TV campaign highlighting four beauty makeover commercials with stylist Paul Venoit. Online, a CTV-sponsored Web site, http://www.lookfab.ca, offered visitors outside Toronto the chance to explore and learn more about the shop through a virtual studio. People also received tips on the latest looks of the season. The site offered a chance to register for a “Canadian Idol” promotion, which included a trip to Toronto, a makeover, the chance to meet the top-10 “Canadian Idol’ finalists, and an opportunity to watch a live taping of the show. Five retailers supported the effort with in-store merchandising. The campaign resulted in double-digit growth across all participating brands during the promotional period. What’s more, some 12,000 people experienced one-on-one interactions with the Look Fab Studio.