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Direct Response

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2011 MOBI Award Finalist, Best Mobile Direct Response Campaign: Participant Media / TakePart Aug 28, 2011: Participant Media and its digital division, TakePart, had one goal for their Waiting for "Superman" social action campaign: to help children across the U.S. receive a better education. The film, which examines the crisis of public education in the United States, aims to inspire innovative and long-term solutions that positively affect U.S. students’ lives. Participant Media and TakePart wanted to make sure that the positive emotions generated by Waiting for "Superman" led to direct action from viewers, not only to build public awareness about education reform, but also ignite personal involvement and inspire social change.

2011 MOBI Award Finalist, Best Mobile Direct Response Campaign: Point Reach for eBay Aug 28, 2011: Point Reach built innovative HTML5 ad units that pulled a live feed of Daily Deals from eBay and enabled customers to scroll through the listings. If they tapped on something they wanted to buy, they saw a customized message to download the eBay app first so they’d never miss a deal. Customers also could choose to go straight to the item’s page to get details or purchase it. With the content of the ads being pulled from eBay’s Daily Deals API, we were able to provide a rich, content-filled app while keeping the file sizes low and the ad running smoothly.

DPAC 2010 Best Digital Direct Response Campaign Finalist: MileOne Nov 30, 2010: The Lead Marketing process begins when Polk’s sophisticated predictive models assign a score on a 1 to 10 scale (with 10 being the most likely to buy) for each lead that comes to MileOne via the Internet – whether it’s from an OEM site, a dealer website or a third-party source. The scoring system takes into account a number of factors, including in-market timing, past buying behaviors and household demographic data. MileOne’s sales teams have instant access to lead scores via their CRM system so they can track and communicate with prospective customers.

DPAC 2010 Best Loyalty Campaign WINNER: MHz Design Communications / Rogers Communications Inc. Nov 29, 2010: A new loyalty program would be engineered to elevate existing customers’ self-perception from being second-class citizens to that of being a “privileged community”. Accordingly, the decision was made to reward customers through a carefully orchestrated series of exclusive offers. Although the rewards would vary, they would generally be sweepstakes for exclusive tickets to high profile and prestigious events.

DPAC 2010 Best Digital Direct Response Campaign and Best Search Campaign WINNER: MetLife / Neo@Ogilvy Nov 29, 2010: To help consumers start rebuilding after the financial crisis, MetLife needed to first rouse them from their fear and paralysis. Consumer trust in financial institutions was at an all-time low. Our share of voice was a mere 5% and we faced a highly competitive category in paid search.

Blanchard Schaefer Demonstrates Diligence in Digital Direct Response for Logistics Client; Earns DPAC Finalist Bid Nov 16, 2009: You have to love data to be in digital direct response. Blanchard Schaefer Advertising & Public Relations, working for ATC Logistics & Electronics (ATCLE), proves in this case that not every shift in tactics brings with it the desired reward, but only repeated testing and tweaking can tell you that. ATCLE and Blanchard Schaefer graciously share their campaign-by-campaign results to attract clients for third-party logistics and supply-chain services. Their service: showing even digital data pros that digital direct response is a game of continuous improvement.

The Marlin Co. Targets Foodservice Hard-to-Gets With Bush's Baked Beans Dating Service; DPAC Digital Direct Response Finalist Nov 16, 2009: While direct response has long been the mainstay for B2B marketers, digital direct response is slow to catch on. It also has to be said -- sometimes people confuse digital direct response with display acquisition strategy. (It can be easier to garner downloads than it is customers.) The Marlin Co. did something difficult in its campaign for Bush's Baked Beans; it got foodservice influentials to expand their thinking about what to serve with baked beans. And it did it, but making the meat feel lonely enough to date.

Initiative Takes Turbotax into Digital Direct Response Finals for DPAC Nov 16, 2009: With digital direct response, it's all about the bottom line, and Initiative's digital direct response campaign drove 36% more Web sales than the previous year -- increasing total quarterly sales to 11 million from 8 million units. Reach was vast, mind you, spanning most major portals and the Weather Channel, but the appeal was personal, featuring individual testimonials from software users, making this campaign a clear finalist in direct response.

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