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Home > JackMyers Media Innovation and Creativity Awards > Myers Media Innovation and Creativity Award Winners-Part 2

Myers Media Innovation and Creativity Award Winners-Part 2

March 22, 2007

Published: March 22, 2007 at 07:42 AM GMT
Last Updated: September 20, 2007 at 07:42 AM GMT

Mindshare and MTV Networks Deliver Winning Entries

During the next several week, the Jack Myers Media Business Report will feature winning entries from the Fourth Annual Myers Media Creativity and Innovation Awards. These winning entries include bronze, silver, gold and platinum award winners. The full slate of winners in each category will be announced in early April along with the Thomas F. Leahy Grand Award for media companies and the Grand Award for agencies. The two winning entries below from MTV Networks and Ameriprise campaign from Mindshare are among the winning entries. The specific level of award will be announced in April.

Mindshare

Company: MindShare
Client: Ameriprise
Category: Agency

Other companies engaged in relationship: Saatchi, Velocity and RF Binder

Description of goals and strategies of program:
The primary goal was to continue to establish Ameriprise Financial as a leader within the financial category. Having launched (as a separate entity from American Express) in September of 2005 the goal was to increase brand awareness, generate leads and acquire new clients.

Leveraging the communications platform of "Dreams Don't Retire" the brand's intent was to differentiate itself from the "sea of sameness" and break through the clutter by leveraging this compelling communications strategy. By developing media partnerships that delivered high impact media opportunities within relevant target environments that leveraged this platform, the Brand was able to achieve and indeed exceed its stated goals.

GM linked the "Dreams Don't Retire" communications platform with a synergistic media strategy Dream>Plan>TrackSM, (Please see below). Through this media strategy the Brand developed fully integrated, 360-degree media executions to infiltrate the target and differentiate from the competition:
Dream: Connect to boomers in environments that reflect their passion points and lifestyle interests (music, home decorating/remodeling, epicurean, travel, sports, and news).
Plan: Reach the target when seeking financial/retirement information through financial/business media vehicles.
Track: Create an on-going conversation with boomers through multimedia programs and franchise media positions.

Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed, presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
Several tactics based on this overarching concept are described below:
In order to leverage the communications platform through the media strategy the Brand partnered with CNN and Time Inc. to create a true 360 engagement focused content "Life After Work", a custom, integrated, multimedia sponsorship and a true partnership between media and advertiser.

 

  • Weekly vignettes with an adjacent billboard and :30 spot featured boomers who pursued their dreams in retirement
    • Vignettes aired weekly on CNN properties over a 52-week period

For the first time, an editorial concept from one Time-Warner property was extended to another with the expansion on the program to Time Inc. magazines.

  • Exclusively secured positions adjacent to custom editorial were created in Time, Fortune, and Golf Magazine Living featuring boomers pursuing their retirement dreams.

In celebration of the first baby boomers turning 60 years old in 2006, activity was launched within highly-visible and engaging media around the theme "Happy Birthday Boomers"

  • Custom created "Happy Birthday Boomers" :15 TV spots were placed on New Year's Eve to run in the first break after midnight including appearances in Dick Clark's "New Year's Eve Show" and ran for two weeks thereafter
  • Sponsorship of multi-segment series on Today Show and Good Morning America
  • Sponsored 4-page custom unit in USA Today addressing boomers
  • Study developed on five stages of retirement was transformed into a branded insert for Money and Travel+Leisure
  • Launched the weekly USA Today front page franchise colorbar position

In Q3 2006, fresh creative launched with tons of buzz within highly anticipated positioning during NBC's Sunday Night Football Premiere:

  • Unveiled TV units during the first half of the "Manning Bowl"
  • Excited fans at NBCSports.com
    • Exclusive Countdown Clock sponsorship
    • Fixed homepage presence around the game
    • Web ad presence within Fantasy Sports: Banner and Display ads

Throughout 2006, the Brand tactically used the following media to leverage boomer dreams and passion points:

  • Network Prime, News, Cable Entertainment and Network Radio
    • Placement in top rated and targeted shows including Lost, Grey's Anatomy and Meet the Press
  • Spot Radio (Classic Rock, Adult Contemporary, News/Talk formats)
    • Created a "Dream Concert Series Event" for local Financial Advisors to engage clients and prospective clients with signage and VIP sections featuring some of boomers favorite performers in eleven markets
  • Long-form, multi-page Print units communicated the brand position within lifestyle publications while fractional units leverage editorial relevancy within business and personal finance publications
  • National Newspapers provided ongoing conversation
    • USA Today: main news colorbar with corresponding co-branded Online homepage
    • New York Times: Saturday Business Day section front cover
    • Wall Street Journal: Money & Investing section front cover
  • DRTV, Online and BRCs in personal finance publications compelled consumers to contact Ameriprise Financial to make an appointment with a local Financial Advisor
    • Creative included the Dream BookSM guide, a proprietary retirement planning tool that also drove boomer engagement

Information on how the success of the media program was evaluated and if it was/is likely to be renewed:
While 2006 going-in goals for awareness and acquisition were in place, the Brand revisited the research and findings every week and month to ensure the greatest optimization. To determine the Brand's success, overall key metrics researched were awareness, engagement and conversion. Changes and adjustments were tailored to the habits of boomers on a weekly and monthly basis.

For awareness, AdPhase, a MindShare media research tool was used to project monthly awareness. Phoenix, a third-party research company also tracked the progress of Ameriprise Financial's awareness and market share to draw further conclusions about future media mixes.

Engagement data was compiled through DRTV and Online activity and was tracked via independent third party companies, Intelemedia and Double Click, as well as internal Ameriprise Financial research departments. Data directed the young brand on how to better reach prospective clients.

"We are proud of the 2006 media effort for the results it helped deliver, the innovative thinking it reflected, and the integrated approach it demonstrated." - Giunero A. Floro, VP, Head of Advertising, Brand & Media Advertising, Brand & Media Group, Ameriprise Financial

Research showed Ameriprise Financial's brand awareness goals were well surpassed by the end of 2006.

 

  • Brand awareness increased by 85% from January-December 2006
  • 2006 year-end awareness exceeded goal by over 35%
  • Ameriprise Financial surpassed its lead generation goals for the year by close to 70%
  • Ameriprise Financial stock went up 25% over the course of the year
  • Based on optimizations:
    • Cost per clicks were down 44% and cost per calls were down 30% based on optimizations overall
      • DRTV began with 21 networks and were optimized to 11 networks by end of year
  • Over 1 million Dream BooksSM were requested since the campaign launch
     
     

Additionally, qualitative feedback from consumers and Financial Advisor's has been remarkably positive. The Dream BookSM has mobilized and energized the advisor sales force by giving them a unique selling proposition that drives lead conversion and greater investments. Additionally, continuous optimization of the media plan has helped narrowly focus the development of 2007 plans.

MTV Networks

Company: MTV Networks
Category: Media Company
Other companies engaged in relationship: Hewlett Packard, ZenithOptimedia Worldwide, Goodby Silverstein and Partners

Description of goals and strategies of program:
In May 2006 HP's Personal Systems Group launched their new "Personal Again Campaign".

The objective of this campaign was to transform the consumers' relationship with their PC and to put the "Personal" back into the PC by showing that the computer is not simply a commodity item but a critical part of their everyday lives. It set out to remind users of how personal the content living on their hard drives is…from personal pictures, to music, letters, resumes, calendars and more.

In this process HP wanted to challenge consumers to look again at their PC/ notebook and reevaluate the decisions they had made in its purchase.

HP with their media agency ZenithOptimedia looked to MTV as a key global media partner to help exemplify this campaign and deliver it to a young adult audience in an innovative and compelling way.

Specifically MTV was tasked to expand HP's conversation with the core college influencer audience from which the Meet or Delete franchise was developed by MTV's college network, mtvU.

Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed, presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
"Meet or Delete" is a unique program with a new twist on getting to know someone, whether it be for a date, a new band member or a potential roommate. Contestants reveal the innermost contents of their personal computers to complete strangers who decide if they want to Meet or Delete them based purely on what they find on their PC.

The show brings the campaign to life by showing that everything you need to know about someone is stored right on their hard drive. It reflects the highly individual and personal relationship young people have with their computers, which have become the emotional hard drive of MTV's global audience.

Further integration with the campaign is achieved by utilizing creative assets and style guides across the shows, from the show logo, type face, website design etc.

In matching the global nature of the new campaign role out from HP Meet or Delete is the first MTV Networks' series to premiere to a global audience whilst leveraging virtually every MTV asset both in the USA with mtvU, MTV2, mtv.com, MTV Wireless, the screen in Time Square, the MTV Store, and internationally across regional networks and local country feed and web sites across Europe, Asia, and Latin America.

To ensure local resonance and relevance with this program we had to develop a global platform to leverage the global assets and talent of the campaign whilst allowing sufficient local flexibility for region and country teams to fully support the program and develop content that really was to hit home in each market.

Content was developed both in the US and locally within a framework set up and approved by the global teams and with an approval process allowing timely visibility of local assets to global client and agency teams for input and approval.

Through this process local markets gave input on product integration, subject matter for the episodes, prizing etc. whilst still building up a global library of content available on line that is immediately recognizable as the global show with the required linkage back to the campaign.

Shows took the form of short form content with a series of 6 minute episodes being developed, all leveraged off the idea, look and feel developed by the global team in the US and working off mtvU's expertise of the college audience and then expanded out for local shows.

In total six episodes were created in the US with one of these being a global pilot show aired across all regions to announce the show in sync with the global launch of HP's new campaign. All US episodes were also versioned for language, format and running time to allow them to run in all other markets. Additionally MTV Europe, Latin America, Australia, India, Korea, and China each created original local episodes.

The show has run across multiple platforms including on air, online and mobile in 10 different languages with 30 different episodes being developed for those regions and markets being further supported by viral campaigns plus on-air and online tune in spots, competitions for HP product and other on the ground activities such as VJ searches and campus parties.

To support the new franchise meetordelete.com was set up as an online global hub. Created in the United States and localized for language and content this site serves as the connective tissue for the Meet or Delete program, while further engaging HP consumers across all channels. The site further integrates campaign assets into its look and feel whilst housing 14 regionalized sites in 10 languages. The site allows enhanced interaction with the all the shows produced plus interactive games, sweepstakes, casting calls and more.

Information on how the success of the media program was evaluated and if it was/is likely to be renewed:
A combination of metrics has allowed ZenithOptimedia and HP to ascertain this programming concept and its execution have been successful for them and has allowed them to extend and deepen the franchise for a further 12 months.

Whilst the majority of metrics are confidential some highlights of metrics we can share are as follows

  • Over 2 million page views onto meetordelete.com
  • Over 700,000 sweepstakes entries to win HP PSG equipment in the US
  • In China the MOD USA pilot show achieved the highest ratings of any show on MTV in the month of July

Specific metrics relating back to the program are confidential (a specific tracking study for Meet or Delete tracking young adults is in place in USA, Mexico, France, Germany, Australia and China).

We are able to report that across all measures relating to the acceptance of the show, HP's participation within the show, the impact of the show on future buying habits and on the appreciation and recognition of HP PC products the scores have been excellent with HP tracking significant gains in many areas.

The franchise has been renewed and extended.

In December 2006 ZenithOptimedia, HP and MTV agreed to a significant increase in focus for Meet or Delete elevating the show to a full 30 minute special airing on MTV in the US and being adapted and picked up across our networks. This event marked the start of season 2 for Meet or Delete and we are excited with what is being planned for the rest of the year with this franchise.

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