Boston—AT&T Inc. was tapped by the Direct Marketing Association as its Diamond Echo Award winner Tuesday during DMA's annual conference and expo here. The group awarded the telecom company best-in-show honors for its “The Last Text Integrated Campaign.”
“Last Text” aimed to educate drivers, and particularly teens, about the dangers of texting while driving. A Facebook pledge combined with a YouTube documentary featured actual “last texts” posted just before fatal car accidents.
“No text is worth dying for” was a featured theme of the campaign. AT&T's agency for the program was BBDO New York.
Among the 80 Echo awards presented, several special awards were dominated by b-to-b campaigns. They included the Hoke award for information technologies, presented to IBM Corp. for its “IBM Seer 2.0” campaign, for “the most courageous solution to a difficult sales marketing problem.” The agency was OgilvyOne, London.
The U.S. Postal Service Gold Mailbox award, another b-to-b honor, went to Fiskars Germany and its silhouette mailing program, for "using mail in a groundbreaking way.” The agency was Heye & Partner, Unterhaching, Germany.
The Governors Award for strategic innovation recognized IBM's “Watson” campaign on behalf of its new intelligent computer for taking “strategic thinking to a whole new level.” IBM's agency on the campaign was Ogilvy & Mather, New York.
And the ECHO Green Marketing Award went to Consumer Reports for the publication's “Dos and Don'ts, Lessons, Shopping Secrets Galore!” campaign for its use of eco-responsible marketing tactics combined with strong ROI. The agency was GG Creative, Galveston, Texas.
In the regular Echo competition, gold (first place) honors in the b-to-b category went to Fuji Xerox New Zealand for its “Fujikistan” campaign, agency Republik Advertising, Auckland, New Zealand; Novozymes, Bagsvaerd, Denmark, for its “Old Grumpy” campaign, agency Klausen+Partners, Copenhagen; the Royal Mail, London, for its “Lolxperiment” campaign, agency Proximity London; and IBM for both its “IBM Seer 2.0” and “Watson” campaigns.