results for the Direct Marketing Association (DMA) International ECHO Awards, which were held at Las Vegas, have been released. The event saw attendance from marketing professionals from all over the world.
Two entries from OgilvyOne and one from Rapp Collins India, the direct marketing arm of Mudra Communications, bagged awards. These were the only two agencies from India to have won at the ECHO Awards this year.
American Express Mailer
HDFC Tent Card
Wine Society of India-GlassOgilvyOne won a silver in the Financial Services category for American Express' Sweet Dreams campaign. Shabeena Ahmed, Madhavi Prabhu and Burzin Mehta were on the team that worked on the campaign, which involved sending out a mailer with an eye mask and a small bottle of soothing oil. The copy on the envelope said, 'Wishing You Sweet Dreams'. The campaign was aimed at promoting American Express' financial advisory services.
The campaign for The Wine Society of India won OgilvyOne a bronze in the Retail category. Gaurav Magotra, Vinay Venkatesh, Pankaj Kharode, Siddharth Ganguly and Abhijit Rajan were the brains behind the campaign. A miniature wine barrel was sent out with mailers to inform consumers about a wine appreciation session. Another mailer was sent out with a wine glass, which was placed so as to make it seem that wine was being poured into the glass.
Rapp Collins won the Leader award in the Financial Services and Products category, for HDFC Bank's 'I hate going to my bank' campaign. The team consisted of Deepa Kirodian, Sonali Mahajan, Sandeep Vane, Meenal Joshi and Mahaveer Singhal. The objective of the campaign was to promote Net banking. Besides sending out mailers, tent cards were placed at select locations such as coffee shops.
The DMA ECHO Awards honour excellence in direct marketing creativity and marketing strategy. They are organized by the Direct Marketing Association, the global trade association of business and nonprofit organisations using and supporting direct marketing tools and techniques.
For the record, Ogilvy India and SAB were the two winners from India at the DMA ECHO Awards 2007.