Saatchi & Saatchi Direct bags fourth place in the International ECHO awards

NEW DELHI: The direct marketing division of Saatchi & Saatchi India, Saatchi & Saatchi Direct has bagged the fourth place in the DMA International ECHO Awards for its HP Deskjet printers campaign in the IT multimedia/integrated media category.

The DMA International ECHO Awards ceremony is scheduled to take place in Orlando, Florida on 12 October later this year.

Though Saatchi & Saatchi Direct missed out on the top three finish by a whisker, the mood is upbeat in the agency. “This is the first time Saatchi & Saatchi Direct has entered an international competition and it is a real feather in the cap of the team, which created the baby campaign as it is popularly called. We are thrilled as we did not expect to reach this far,” says agency’s executive vice president Malavika Harita.

The Echo Award jury, which scrutinises entries from 40 countries across 12 business categories, nominates five pieces of work for the final ceremony. “The top three are announced on the day of ceremony but the fourth and fifth are informed in advance. We have won the `leadership award’ for the fourth place and we and the client will be receiving plaques for our effort,” adds Harita.

For eligibility, the jury considered direct marketing campaigns produced, printed and/or aired, and had response results tabulated between 1 January 2002 and 31 March 2003. The jury goes through three rounds, evaluating agencies on the basis of strategy, creativity and results.

“It is an exhaustive process, which not only goes by strategy and creative work but also takes into consideration the results managed in the marketplace in terms of customer response. The campaign helped HP manage a 46 per cent increase in sales over the previous quarter as well as a month-by-month increase in the three months that the campaign ran on TV, periodicals and at the point of sale and was remarkable by any standards,” says Harita. The campaign was launched in May last year.

According to the agency, the three-month period during which the campaign was released, was not just the traditionally dull season for office equipment but also a recessionary period that the hardware industry was going through. “We had people coming to the retail outlet asking for the HP Baby Printer, which proved the effectiveness of the campaign,” says Harita.

The campaign depicts a situation where a baby is weeping while the mother is away. When baby is shown the image of his mother, a print out from HP Deskjet printer, he falls asleep.

Saatchi & Saatchi Direct was briefed to position HP as a leader in `image quality’ rather than just market share. Accordingly, the agency moved out of the technological space and worked on building an emotional bond with the buyer. “The baby neutralized the tech feel and provided the acid test for the photo-realism,” according to the agency.

Latest Reads
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies
Britannia NutriChoice promotes healthy food choices

MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the...

MAM Marketing MAM
Soho Square wins creative mandate for Medlife

MUMBAI: Soho Square Bangalore has won the creative mandate for MedLife, the healthcare app. The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch. Soho Square will now partner with MedLife on a journey to simplify healthcare by making the entire...

MAM Marketing MAM
Telangana govt & Oyo team up for hospitality development

The Telangana government and hospitality company Oyo have announced their intent to collaborate to develop the hospitality ecosystem in the state. Oyo’s new tech development centre was inaugurated by Telangana minister for IT, electronics and communications K Taraka Rama Rao.

MAM Marketing MAM
MullenLowe Media Mub comes to India as Lintas MediaHub

MUMBAI: MullenLowe Mediahub from MullenLowe Group has entered India and will operate as a division of MullenLowe Lintas Group’s omnichannel agency, PointNine Lintas. Lintas Mediahub is being launched as a full-service media offering for a digitised world.

MAM Marketing Brands
Harish Shriyan elevated as Omnicom Media Group CEO

MUMBAI: Omnicom Media Group India COO Harish Shriyan has been elevated as chief executive officer. In his latest capacity, Shriyan will now be in charge of the performance of the group’s four offices in the country and will drive the company’s expansion process to meet the demands of new growth.

MAM Marketing Brands
Nestle retains Zenith as AOR

MUMBAI: Nestlé India has retained Zenith as the AOR (agency of record) for its media business. Recently, Nestle also consolidated its nutrition digital marketing business with Zenith and DigitasLBi.

MAM Marketing Brands
Happy mcgarrybowen launches Delhi-Gurgaon ops

The creative agency from Dentsu Aegis Network, Happy mcgarrybowen has expanded its footprint to Delhi-Gurgaon in an attempt to serve its existing clients better and to partner with more clients.

MAM Marketing Brands
Sparx launches campaign with Akshay Kumar in Futsal

MUMBAI: Footwear brand Sparx has launched its new commercial ‘Add Sparx To Your Life’ starring Akshay Kumar. The TVC is supported by a 360-degree marketing campaign which will sprint across outdoor, digital, print and retail promotions.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories