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OgilvyOne Mumbai wins gold at DMA Echo 2010

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | October 19, 2010
The agency wins the only gold for India at the awards ceremony in San Francisco

OgilvyOne Mumbai has bagged a gold metal for India at the recently held DMA (Direct Marketing Association) International Echo Awards held in San Francisco. The DMA Echo Awards Competition honours the world's best direct marketing campaigns which have raised the bar in terms of strategy, creativity and results.

OgilvyOne is the digital and direct marketing arm of Ogilvy.

The agency won the award for the 'Yacht Blueprint' mailer done for DHL Express India. The mailer for DHL convinced luxury yacht owners to consider DHL for their importing needs by sending them a blueprint of their very own yacht and talking to them directly, making them feel that DHL understands the needs of their yachts.

The insight was that to cut costs yacht owners usually import spare parts in bulk and use warehousing facilities, which eventually ends up being an expensive affair. DHL targeted this very niche segment, saying that it could import these spare parts for the owners overnight.

The idea thus was to acquire the trust of these yacht owners by surprising them with DHL's knowledge of their yacht.

Vaishakhi Bharucha, senior creative director, OgilvyOne Mumbai shares that once one knows a model of a yacht, these blueprints can be easily obtained from various sources, including the Internet.

These were sent in personalised dockets that carried the name of the owner's yacht. For example, one read 'There's someone who cares about Sea Princess as much as you do'.

Of a database of 400, the direct mailer was sent to 20 yacht owners, of which 16 leads were obtained. This opened up a whole new customer base for DHL's Import Express service.

On the award, Bharucha adds, "What's indeed a matter of pride for us is that we are consistently improving and what better place to do that than the Echo Awards."

OgilvyOne Mumbai also picked up a Leader Award for its entry 'Number Game' (for IBM).
The DMA Echo is considered to be one of the highest honours in direct marketing, with a very rigorous three step judging process spanning a few months. There are 12 separate categories representing business segments. Unlike other awards which are judged by media category, the Echos are judged by business category.

Amongst the more than 1000 entries received this year, only 16 have managed to strike gold, with DHL being the only Echo gold for India this year.

Commenting on the win, a confident Kunal Jeswani, president, OgilvyOne, says, "With the Echo gold win and the AME Interactive gold win this year, OgilvyOne has won accolades at the highest international platforms for both digital and direct. It's going to keep getting better."

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