MinOnline, September 16, 2009
2009 IMAs: Total Integrated Program
by Iris Dorbian
Co-Winner: Meredith Corporation - Kenmore Country Escape
Meredith Corp. teamed up with Kenmore for the months of September to December 2008 to reach out to busy moms and provide them with advice on how to make family life run more smoothly. The rooms of focus were the kitchen, laundry and patio. Leveraging its expertise, Meredith created “Country Escapes,” a program which paired designer and Kenmore home expert Eric Cohler with Meredith’s BetterTV.com’s “It Moms” Holly Resnick and Marni Renison. The trio then set out to offer invaluable tips to moms.
The content extended across several platforms (print, online and broadcast) to generate additional engagement with Kenmore products. Components included a five-part video series chronicling Holly and Marni taking a break to visit Eric in his newly renovated home, complete with Kenmore products; and a custom 8-page booklet that brought to life the video content of the series and ran in eight Meredith titles, including special interest publications targeting home enthusiasts. Another highlight was a national sweepstakes to win a weekend country getaway.
The program garnered more than 12.5 million online impressions and more than one-third of the sweepstakes entrants opted to receive more information from Kenmore.
Co-Winner: Martha Stewart Living Omnimedia and My M&M’s – “Your Holiday, Your Way”
A winner in both conception and execution, Martha Stewart Living Omnimedia’s multiplatform program for client Mars and its My M&M’s initiative leveraged brand equity for all those involved while surpassing advertiser expectations. Dubbed “Your Holiday, Your Way,” the campaign was devised to generate awareness of the new M&M’s technology that allows consumers to put images on custom-made M&M’s and generate incremental sales during the 2008 holidays. The target audience was “the creative woman who believes everything is improved by her touch—she makes the everyday unique.”
Honorable Mentions:
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