The ARF 2012 David Ogilvy Awards
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2012 David Ogilvy Awards

The ARF congratulates the winners of the 2012 ARF David Ogilvy Awards!
Proudly sponsored by Microsoft Advertising, Ipsos, and Ogilvy & Mather.

Natasha Hritzuk – Global Insights and Analytics Director, Microsoft Advertising
Alex Gronberger – CEO, Ipsos ASI
Julie Haner – NA Vicks CMK Associate Manager, Procter & Gamble
Mike Rabuck – Vice President, Ipsos ASI
Photo by: Alaric Campbell Photography

GRAND OGILVY AWARD WINNER
HEALTH + PERSONAL CARE
“In the NFL, there are no sick days.” Vicks DayQuil and Vicks NyQuil
RESEARCH: Ipsos ASI, Nielsen, Ipsos UU, Arc, Forrester, MarketTools
AGENCY: Publicis, Devries, Arc, Riber Sports Marketing
MEDIA: Starcom MediaVest Group
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In hopes of increasing day and night usage of its products, Vicks needed something relevant and memorable to help link its two main brands, NyQuil and DayQuil, using similar core equities around efficacy and powerful relief. Ultimately, the company arrived on the NFL, a sport synonymous with power that aligned perfectly with the cold season. The physical and mental challenges present in this career are widely understood. Vicks advertised both brands equally across all tactics using the trials of playing in the NFL as a torture test for cold medicine. Vicks demonstrated the need for, and the brands' ability to provide, powerful sleep and mental alertness surrounding one unifying, rigorous test—game day.

RESEARCH ACHIEVEMENT OGILVY AWARD WINNER
MULTICULTURAL
“Enciéndete FiOS” Verizon FiOS
RESEARCH: Ebony Marketing Research, Synovate, Forrester, Qualvu
AGENCY: Lopez Negrete Communications
MEDIA: Lopez Negrete Communications, Zenith, ID Media, R/GA
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In the turbulent context of the highly commoditized telecommunications category, five years after its initial launch FiOS still lacked awareness and differentiation among the Hispanic community. Lopez Negrete created a comprehensive research strategy designed to identify the target and subsequently inform a customized Hispanic marketing strategy. The Passionistas emerged as the lead communications target. This newly defined group of bicultural and unacculturated Hispanics, tied by their shared mindset and attitudes toward technology, are the digital trailblazers of U.S. Hispanics. The Enciéndete FiOS campaign objective was to engage consumers from awareness to action; the creative strategy was to make FiOS tangible by featuring situations in which it empowers and improves consumers' lives. The results speak for themselves. FiOS attained a 121% increase versus goal, delivered a 65% increase in call volume, and reduced cost per call by 41% YOY.

RESEARCH INNOVATION OGILVY AWARD WINNER
AUTOMOTIVE
“There’s Life to be Done” Chevrolet Silverado
RESEARCH: Ilsa Hazelwood, TNS, GfK, General Motors, Goodby, Silverstein & Partners, Maritz Research
AGENCY: Goodby, Silverstein & Partners
MEDIA: Starcom MediaVest Group
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The "There's Life to Be Done" campaign was born entirely from groundbreaking research and analysis into the Chevrolet Silverado brand, taken on to reverse a many-year decline in brand metrics, sales, and share in the face of no new product improvements and post-bailout reductions in marketing budgets. The campaign, which ran in fall 2011, produced astounding results in short order, reversing declines and posting gains across the board. Research at every step in strategy, development, and execution of the campaign discovered, uncovered, refined, validated, and delivered as a critical partner in this unprecedented campaign for Silverado.


CATEGORY WINNERS

AUTOMOTIVE

GOLD  “There’s Life to be Done” Chevrolet Silverado
RESEARCH: Ilsa Hazelwood, TNS, GfK, General Motors, Goodby, Silverstein & Partners, Maritz Research
AGENCY: Goodby, Silverstein & Partners
MEDIA: Starcom MediaVest Group
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SILVER  “Intelligence” Audi
RESEARCH: Qualitative and Quantitative Research Inc., Strategic Vision, GfK
AGENCY: Venables Bell & Partners
MEDIA: MediaCom
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BEVERAGES + ALCOHOL

GOLD  “Happiness Machine - Where Will Happiness Strike Again?” The Coca-Cola Company
RESEARCH: Millward Brown
AGENCY: Definition 6
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SILVER  “It Is What it Isn’t” Maker’s Mark
RESEARCH: Whitman Insight Strategies, Protagonist, Egg Strategy, Millward Brown
AGENCY: Doe Anderson
MEDIA: Starcom MediaVest Group
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BUSINESS-TO-BUSINESS

GOLD  “Communication Targeting Program” PACCAR Parts
RESEARCH: Draftfcb
AGENCY: Draftfcb
MEDIA: Draftfcb
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SILVER  “Ready for Real Business” Xerox
RESEARCH: Millward Brown
AGENCY: Young & Rubicam
MEDIA: MEC
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CONSUMER ELECTRONICS

GOLD  “You are the Controller” Kinect for Xbox 360
RESEARCH: Greenberg Brand Strategy, GFK, Nielsen IAG, Millward Brown, MetrixLab
AGENCY: TwoFifteen McCann, AKQA, Elelman, Wunderman
MEDIA: Universal McCann
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SILVER  “How Sprint Learned that Customer Love Could Cure their Ills” Sprint
RESEARCH: Motive Quest
AGENCY: EURO RSCG
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DIGITAL + MEDIA

GOLD  “People Who Get IT” CDW
RESEARCH: comScore
AGENCY: Ogilvy & Mather
MEDIA: Neo@Ogilvy
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SILVER  “Halal History in the Making” Saffron Road and Whole Foods Market
RESEARCH: Hewar Social Communications
AGENCY: Hewar Social Communications
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FASHION + HOUSEHOLD PRODUCTS

GOLD  “Style with Substance” IKEA
RESEARCH: iTracks
AGENCY: Leo Burnett Canada
MEDIA: Jungle Media
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SILVER  “The Barcode Brews it Better” Tassimo
RESEARCH: Fresh Squeezed Ideas, TNS, Millwards Brown, Nielsen, NPD Group, Synovate, Ipsos
AGENCY: Ogilvy & Mather Canada, Trapeze
MEDIA: MediaVest
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FINANCIAL SERVICES

GOLD  “Future Campaign” Ameriprise Financial
RESEARCH: Chadwick Martin Bailey, Brand Trust, The Futures Group, Harris Interactive, Communispace, TNSBrand Tracing Study, Mintel, Sullivan Reports, Phoenix Tracking Study, Ace Metrix, S. Radoff Associates, PlannerZone, Q-Scores
AGENCY: R/GA
MEDIA: Initiative, Iprospect
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SILVER  “BankAmericard Cash RewardsCredit Card” Bank of America
RESEARCH: Ipsos, Millward Brown, Maslansky Luntz + Partners, Phoenix Marketing, NeuroFocus
AGENCY: BBDO
MEDIA: Starcom MediaVest Group
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GOVERNMENT + NON-PROFIT + PUBLIC SERVICE

GOLD  “Take the First Step” GED Achievement
RESEARCH: Hall and Partners, GfK MRI
AGENCY: DDB Chicago; Ad Council
MEDIA: Ad Council
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SILVER  “Your Other Address” United States Postal Service
RESEARCH: Draftfcb Chicago
AGENCY: Draftfcb Chicago
MEDIA: Campbell-Ewald
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HEALTH + PERSONAL CARE

GOLD  “In the NFL, there are no sick days.” Vicks DayQuil and Vicks NyQuil
RESEARCH: Ipsos ASI, Nielsen, Ipsos UU, Arc, Forrester, MarketTools
AGENCY: Publicis, Devries, Arc, Riber Sports Marketing
MEDIA: Starcom MediaVest Group
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SILVER  “Smooth Finish Facial Hair Removal Duo” Olay
RESEARCH: Ipsos
AGENCY: Saatchi & Saatchi, ARC Worldwide & Digitas
MEDIA: Starcom MediaVest Group
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INTERNATIONAL

GOLD  “Anticipation” Budweiser
RESEARCH: Ipsos ASI, Ipsos Marketing, Innerscope, ABM
AGENCY: Anomaly
MEDIA: Busch Media (US)/Global Various
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SILVER  “It's a Great Time to be a Family” Microsoft
RESEARCH: Nielsen IAG, GfK, Hall & Partners
AGENCY: Crispin Porter + Bogusky
MEDIA: Starcom MediaVest Group
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MULTICULTURAL

GOLD  “Enciéndete FiOS” Verizon FiOS
RESEARCH: Ebony Marketing Research, Synovate, Forrester, Qualvu
AGENCY: Lopez Negrete Communications
MEDIA: Lopez Negrete Communications, Zenith, ID Media, R/GA
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SILVER  “Where I'm From” U.S. Marine Corps
RESEARCH: Communique Partners
AGENCY: UniWorld Group Inc.
MEDIA: JWT
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PACKAGED GOODS

GOLD  “Hunt's Crash Kitchen Tour” Hunt’s Tomatoes
RESEARCH: International Insights, Consumer Knowledge Centre, Insights in Marketing, Ipsos ASI, Communicus
AGENCY: Sapient Nitro, Ketchum, Possible Worldwide
MEDIA: MediaCom
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SILVER  “Break time. Anytime.” Kit Kat
RESEARCH: Millward Brown/Theory Research
AGENCY: Arnold, NYC/ Epoch Films
MEDIA: OMD
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PHARMACEUTICAL

GOLD  “MY RA FIT KIT DRTV campaign for Patients with Rheumatoid Arthritis” UCB
RESEARCH: Communispace
AGENCY: AdvanceMarketWorx, TargetBase, Heartbeat Ideas
MEDIA: Integrated Media Solutions
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SILVER  “The Right Medicine for the Real Problem” Advil
RESEARCH: GfK Custom Research, Copernicus, Harris Interactive, Firefly Millward Brown, HotSpex, ACNielsen BASES, IRI
AGENCY: Grey
MEDIA: Target Cast and Underscore
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PROFESSIONAL SERVICES

GOLD  “CTU: Are You In?” Colorado Technical University
RESEARCH: Ogilvy Discovery, ARS/comScore, Cheskin/Added Value
AGENCY: Ogilvy NY
MEDIA: Neo@Ogilvy
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RETAIL + E-TAIL

GOLD  “KFC $10 Sunday Buckets” KFC
RESEARCH: Draftfcb
AGENCY: Draftfcb
MEDIA: MEC
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SILVER  “Rockwell Jawhorse” Rockwell Tools
RESEARCH: PrecisionDemand
AGENCY: PrecisionDemand
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SHOPPER MARKETING

GOLD  “Latte Love” Milk
RESEARCH:Draftfcb
AGENCY: Draftfcb
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SILVER  “Take Beautiful Back” COVERGIRL Cosmetics
RESEARCH: Procter & Gamble
AGENCY: Grey
MEDIA: Starcom MediaVest Group
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SPORTS + ENTERTAINMENT + MEDIA

GOLD "Justin Bieber: Never Say Never" Paramount Pictures
RESEARCH: Penn Schoen Berland
AGENCY: Ignition, BLT
MEDIA: MediaEdge:cia
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SILVER  “Activating the Awesome” Comedy Central
RESEARCH: Sterling Brands, Sachs Insights, Ipsos MediaCT, The Intelligence Group, Iconoculture, Nielsen Entertainment Television
AGENCY: Comedy Central
MEDIA: Comedy Central
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The ARF congratulates the 2012 winners of the ARF David Ogilvy Awards!

 

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