Integrated Campaign Runner-Up: "Momentum"

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Integration is an advertising term that's easier said than done. But United Technologies' "Momentum" integrated marketing communications campaign expertly executed the concept by enveloping the target audience with key messages.

The audience, including executives at Fortune 500 companies and analysts and other members of the financial community, encountered the campaign in a variety of venues, said Allison Womack, director of client services at Doremus, the New York agency that handled the campaign. For example, commuters at transit stations in Connecticut were given free coffee mugs with the United Technologies logo and a copy of The Wall Street Journal emblazoned with a United Technologies sticker on the cover that directed readers to the company's full-page ad on the inside.

In New York subways, commuters likely encountered United Technologies' transit boards that were so eye-catching they could stop a train. At work, the target audience may have seen the company's animated branding messages on the Bloomberg ticker, or a series of online ads at popular business media sites. If they happened to page through a leading business publication such as Forbes, the targets would have likely seen the company's print spreads.

Broadly diversified, United Technologies comprises such companies as air conditioning manufacturer Carrier Corp., Otis Elevator Co. and aircraft engine maker Pratt & Whitney.

"The overall objective was to create a favorable business environment for United Technologies," said Womack, noting that the challenge was to "connect the corporation to the seven operating companies."

Pulling the campaign together visually was a distinctive blue stripe dubbed the "Momentum" stripe, Womack said. The term "momentum" was used to convey the fact that "United Technologies is moving forward to develop products that really make a difference in the world, such as fuel cells or security systems."

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