E-mail

Bronze

Composing Your Life

Agency: Proximity
Client: Audi

Audi wanted to update its database without simply asking customers to fill out a form. To heighten engagement, members of the database who had given their e-mail received a message on their birthday saying they could visit the website to see their personal information transformed into variables, with each one forming a note in a musical sequence that became a downloadable song.

Executive Creative Director
Eva Santos

Art Director
Rodrigo Chaparreiro

Finalists

Routeplanner Email
Agency: Elvis Communications
Client: Virgin Trains
CD: Ben Clapp

Can One Word Sell a Car
Agency: M&C Saatchi/Mark
Client: Ford Mondeo
Embrace)
ECD: Gavin McLeod

In 2009, the recession drove marketers to e-mail because of its cost efficiency and targeting capabilities. This year, expect growth to continue, along with additional investment and sophistication.

E-mail will emerge from the digital marketing department corner and capture the attention of marketing executives and CMOs.

“Since e-mail has good ROI, it is finally getting the respect it deserves at higher levels,” says John Rizzi, president and CEO of e-Dialog.

E-mail will continue to integrate with other new media channels, including social media and mobile, experts say.

“The lines between traditional e-mail inboxes and social and mobile inboxes are beginning to blur as channels and devices converge,” says Sean O’Neal, chief revenue officer at Datran Media.

While the channel is expected to grow, it will still be challenged. E-mail growth can lead to inbox overload. As volumes grow, deliverability is as crucial as ever. In addition, marketers that do well will focus on giving customers control.

“I think as volumes go up, savvy marketers will have to focus on customer preferences to compete,” Rizzi adds.

60 years of human rights/Consumer single

Agency: OgilvyOne Worldwide GmbH, Frankfurt
Client: ProAsyl

Sixty years ago, the Universal Declaration of Human Rights was drafted. As history shows, rights only persevere if everyone is prepared to stand up for them. The charity ProAsyl tasked OgilvyOne Worldwide GmbH, Frankfurt with reminding consumers that they should not take these rights for granted. The e-mail was designed in a way that certain portions appeared censored, reminding recipients of the danger of vanishing rights. The average click-through rate on proasyl.de rose by 28%.

Executive Creative Director
Michael Kutschinski

Creative Directors
Dr.Ulf Schmidt, Uwe Jakob

Copywriter
Ralf Schulte

Junior Art Director
Anahita Khosravi

Art Director
Nicole Holzenkamp, Thilo Friedrich

The upside down e-mail/Consumer single

Agency: Famous, Brussels
Client: Plopsaland

Theme park Plopsaland introduced a new rollercoaster with several loops: The Anubis Ride. It wanted to promote the ride to frequent visitors. Its agency Famous created an email to communicate the experience of the new ride by itself appearing upside down. Of the 400,000 previous visitors to the amusement park, 18% responded.

Creative Directors
Christophe Ghewy, Tim Driesen, Joeri Van Den Broeck

Black or white?/Consumer single

Agency: Wunderman, Germany
Client: Land Rover

There are only two ways to buy Range Rover’s sport luxury vehicle: in black or in white. Everything else about the Land Rover is identical. Agency Wunderman sent two e-mails to prospects. The subject lines formed the question “Black… or white?” Each e-mail contained an offer for the vehicle, thus mimicking the experience of shopping for the vehicles — choosing black or white on the outside, knowing what the interior holds.  Ninety-six percent of recipients read both e-mails. The total open rate of 43% doubled Land Rover’s standard.

Executive Creative Director
Erik Backes

Creative Director
Wolfgang Geis

Copywriter
Gregor Burk

Account
Vanessa McKay

FINALISTS

Tower stolen image
Agency
AIM Proximity
CD: Dave King

‘Think. Dream. Imagine’ Invite
Agency
Draftfcb, Cape Town

Client
Santam
CD: Glynn Venter

Baby made on board
Agency
Proximity BBDO. Belgium

Client
Dodge

Ardb eg blasda –A tricky game of tipple toppling
Agency
Story

Client
The Glenmorangie Company
CD: Dave Mullen