Cheekiness wins
Award Lowe Direct, Zurich, won the bronze prize at the German Dialog Marketing Awards.
Award Lowe Direct, Zurich, took bronze at the German Dialog Marketing Award. For the first time in years, a Swiss agency was among the medal winners of the direct marketing competition, to which a total of 468 campaigns were submitted. From Switzerland, 13 agencies sent in 19 entries.
Lowe Direct won bronze with a three-stage mailing for its client Orange Communications SA. The aim of the campaign was to invite as many VIPs, business partners, CEOs and other celebrities as possible to an Orange event on the eve of the Swiss national holiday.
Gregor Juritz (CD/text), Anita Lussmann-Aragao (AD) and Martin Stauch (graphics) achieved this with a cheeky play of colors: von Lowe. They transformed the classic Swiss red of the national flag into Pantone 151, the corporate color of orange. Small flags, lanterns, candles and matches were used as door opener elements and later as decoration - all in orange instead of red.
The new DDV President Dieter Weng praised the Zurich bronze work (gold was not awarded in the International Campaigns category) as "surprising, cheeky and charming". What's more, the Orange campaign worked: the response rate was an impressive 38.5 percent. However, the Swiss winners at the DDV Gala had one negative aspect: Because they had saved the travel costs to Berlin, no one from Lowe was able to accept the trophy. Astonished murmurs among almost 1000 guests. The only one of 44 "Direct Oscars" now has to be sent by post. Incidentally, the winner of the evening was OgilvyOne Worldwide with twelve awards.
The German Direct Marketing Association showed a new sign of life with the gala in Berlin's Kabelwerk. For over a year, the association had been making negative headlines. There were intrigues, lawsuits and dismissals. Today, around 850 DDV members are registered at the Wiesbaden headquarters and President Dieter Weng, who was elected at the end of January, has managed to generate new enthusiasm in the direct marketers' club. The man knows how it works: As Marketing Director at Reemtsma, Dieter Weng put Cigarette West on the road to success via Formula 1.
Orange instead of red: the mailing from Lowe Direct.
Peter Ehm
Lowe Direct won bronze with a three-stage mailing for its client Orange Communications SA. The aim of the campaign was to invite as many VIPs, business partners, CEOs and other celebrities as possible to an Orange event on the eve of the Swiss national holiday.
Gregor Juritz (CD/text), Anita Lussmann-Aragao (AD) and Martin Stauch (graphics) achieved this with a cheeky play of colors: von Lowe. They transformed the classic Swiss red of the national flag into Pantone 151, the corporate color of orange. Small flags, lanterns, candles and matches were used as door opener elements and later as decoration - all in orange instead of red.
The new DDV President Dieter Weng praised the Zurich bronze work (gold was not awarded in the International Campaigns category) as "surprising, cheeky and charming". What's more, the Orange campaign worked: the response rate was an impressive 38.5 percent. However, the Swiss winners at the DDV Gala had one negative aspect: Because they had saved the travel costs to Berlin, no one from Lowe was able to accept the trophy. Astonished murmurs among almost 1000 guests. The only one of 44 "Direct Oscars" now has to be sent by post. Incidentally, the winner of the evening was OgilvyOne Worldwide with twelve awards.
The German Direct Marketing Association showed a new sign of life with the gala in Berlin's Kabelwerk. For over a year, the association had been making negative headlines. There were intrigues, lawsuits and dismissals. Today, around 850 DDV members are registered at the Wiesbaden headquarters and President Dieter Weng, who was elected at the end of January, has managed to generate new enthusiasm in the direct marketers' club. The man knows how it works: As Marketing Director at Reemtsma, Dieter Weng put Cigarette West on the road to success via Formula 1.
Orange instead of red: the mailing from Lowe Direct.
Peter Ehm
