Swiss Dialog Marketing Award 2012: Gold in the Wild West
On June 22, 2012, the Kongresshaus Zürich was transformed into a Western-style setting for this year’s SDV Awards ceremony. A total of 29 projects were honored in 12 categories. The jury also presented three special awards.
The harmonica player arrived by train, the well-known melody of "Spiel mir das Lied vom Tod" rang in the ears of the guests and the ambience in the Kongresshaus was cinematic - as if Sergio Leone had written his movie especially for this evening. When the Zurich Youth Orchestra joined in, the stage was set for the 14th awards ceremony. But although the lasso was thrown out in 12 categories, prizes were only awarded in 10. In the "Art Direction" and "Dialogue Strategies" categories, the jury searched in vain for winners of one of the three precious metals and awarded no prizes. "However, this is not a bad thing," said Sheriff and Chairman of the jury, Christian Huldi. On the contrary: this result illustrates how demanding these two categories in particular are and proves that the evaluation committee is well composed in terms of quality.
In addition to the 26 works awarded bronze, silver and gold, there were three special awards. In keeping with the rugged Wild West, the agency at the airport scooped the AZ Direct Audience Award with its "Pigskin Tattoo Poster" for the tattoo convention. Luca Schneider and Sebastian Eppler received the SDV Junior Award and thus set the theme for the upcoming SDV Award with their work "The DM Games are open".
Spillmann/Felser/Leo Burnett were able to leave the festive saloon with the most awards in their pockets without drawing their revolvers: Namely with three gold awards, two silver and one platinum. With a total score of 24 points, Spillmann/Felser/Leo Burnett left the other agencies far behind. Platinum award winner and thus the best work of the year "WOZ - Werbung stört!" (WOZ - advertising disrupts!) impressed with its unique idea. As a newspaper that does not advertise, WOZ is dependent on other sources of income. Spillmann/Felser/Leo Burnett came up with the solution of avoiding advertising by reading between the lines of advertising messages to find out how annoying they can be. Avoiding advertising with advertising sounds like highnoon, but in addition to the platinum prize, it was also worth gold to the jury in the "Addressed mailings" category.
In the agency ranking, Jung von Matt/Limmat followed eleven points behind the first-placed agencies. Three of their works were awarded silver in the categories "Integrated Dialogue Campaigns" and "Digital Dialogue Measures". The "Graubünden Obermutten" campaign was worth a gold award to the jury. Agentur am Flughafen came third in the agency ranking with a total score of 11 points. In addition to the audience award, it won bronze in the categories "Addressed mailings up to 250 copies" and "Production" and silver in the "Ambient" category.
International standard
Compared to the previous year, 25 percent more entries were submitted. Although this meant a lot more work for the SDV in terms of evaluation, it was also a source of great satisfaction. In the end, 19 percent made it onto the shortlist - a total of 40 entries. 11 percent of the entries received a precious metal award. In an international comparison, the result is therefore impressive.
On the road again
The finalists and the winning entries for the 2012 Swiss Dialog Marketing Prize are now going on a journey and can be booked for a traveling exhibition or ordered from the SDV Swiss Dialog Marketing Association for educational purposes, for example.
