By Scott Hume
CHICAGO–The Chicago Association of Direct Marketing presented its top honor, the Past Presidents’ Award, to Walter Latham at its Tempo Awards ceremonies here last week.
The Oak Brook, Ill.-based agency was honored for the ‘X-Treme Fun College Incentive Program’ it created for Toyota Motor Sales USA.
Targeting college students and recent graduates, the campaign offered a $500 incentive payment toward a vehicle purchase and a bonus offer of two years of free auto care. The campaign used direct mail, on-campus advertising, telemarketing and an Internet site.
The objective was to sell 750 Toyotas; as a result, 21,178 vehicles were sold and an extensive database of young car buyers was created.
In each of 16 Tempo Award categories, judges recognized separate first-place winners for creativity and for marketing results.
CADM’s past presidents reviewed all first-place winners and assigned the top award to the Toyota program, a marketing results winner in the multimedia direct response campaign category.
Six Chicago agencies received first-place awards for creativity and results in a single category.
They were Leo Burnett, for an integrated campaign for United Airlines; Rapp Collins Worldwide, for a direct mail campaign for Children’s Hospital; CM Partners, for a self-promotion mailing; LKH&S, for a consumer campaign for Rosati’s Pizza; The Townsend Agency, for an in-store program for Dominick’s Finer Foods; and Columbian Direct Marketing, for an electronic media program for Bacardi-Martini USA.
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