OgilvyOne sweeps board at DMA Awards

OgilvyOne won the Grand Prix at last night's DMA Awards after its campaign for an industrial weighing scales manufacturer won gold in nine categories.

OgilvyOne: the team collects their gong at The DMA Awards
OgilvyOne: the team collects their gong at The DMA Awards

The winning campaign for the manufacturer, Kern & Sohn, produced a return on investment of 1,042%.

OgilvyOne’s strategy was to send Kern & Sohn customers and scientists around the world a kit containing a set of scales and a garden gnome to test the theory that gravitational pull varies in strength depending on where you are in the world.

The agency created a website, GnomeExperiement.com, which attracted links from 16,386 websites two weeks into the campaign, while the news story reached an audience of more than 355 million in 152 countries.

Wayne Hemingway, the British designer who chaired the judges, said: "I’d like to congratulate OgilvyOne UK on their victor for what was a truly sublime campaign. It’s amazing what you can achieve with a gnome and a little creative ingenuity."

OgilvyOne won a total of 10 Golds, ahead of Proximity London’s four.

List of Gold winners
Category Client Agency
Automotive Bentley Motors Targetbase Claydon Heeley
Travel and holidays Tourism Ireland Indicia
IT and telecommunications Intel MRM Meteorite
Retail Ikea Lida
Financial services Mini Finance Lida
Public sector and charity Battersea Dogs and Cats Home MRM Meteorite
FMCG Kraft Proximity London
B2B Kern & Sohn OgilvyOne UK
B2C News International Partners Andrews Aldridge
Best use of email marketing Starbucks Kitcatt Nohr Digitas
Best use of eCRM HMV CreatorMail
Best website or landing page Kern & Sohn OgilvyOne UK
Best online display advertising Drinkaware OgilvyOne UK
Best use of search, natural and paid for Kern & Sohn OgilvyOne UK
Best use of social media for brand building Kern & Sohn OgilvyOne UK
Best use of social media for customer acquisition P&G Proximity London
Best direct response television and radio advertising Warner Leisure Hotels Mike Colling and Company Limited
Best direct response print advertising and inserts Warner Leisure Hotels Mike Colling and Company Ltd
Best use of door drops The Royal British Legion Tangible
Best use of experiential Carte Noire Instant Coffee Arc UK
Best design or art direction Lürzer's International Archive Arc UK
Best data strategy HMV CreatorMail
Best use of data in a digital campaign T-Mobile Fuel
Best brand building campaign Kern & Sohn OgilvyOne UK
Best customer acquisition campaign Waitrose Kitcatt Nohr Digitas and Manning Gottlieb OMD
Best use of new technology P&G Proximity London
Best customer journey Thomson/TUI UK CreatorMail
Best user experience FRijj Milkshakes iris Nation Worldwide Ltd
Best integrated campaign Kern & Sohn Ogilvy One UK
Best launch campaign Sony Music/Syco archilbald ingall stretton
Best small budget campaign Kern & Sohn OgilvyOne UK
Best creative solution or innovation Kern & Sohn OgilvyOne UK
Best loyalty programme or campaign P&G Proximity London
Best use of 2012 summer of sport Royal Mail Stamps and Collectibles Beta London
Best use of direct mail Kern & Sohn OgilvyOne UK

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