YARDLEY, PA -- (Marketwire) -- 06/25/12 -- The Agency Inside® Harte-Hanks (theagencyinside.com), a multichannel relationship marketing agency of Harte-Hanks (NYSE: HHS), announced today that campaigns it created in 2011 for Hyundai Motor America, Mercedes-Benz USA, CIBA Vision (now Alcon) and Sony Electronics all were honored by the Philadelphia Direct Marketing Association (PDMA) for excellence in direct marketing -- ten awards in all, from nine submissions, including the competition's top campaign overall, a consumer multimedia campaign created for the launch of the Hyundai Veloster. The awards were presented at PDMA's Benjamin Franklin Award (or "Bennys") Celebration on June 7, 2012, at Adventure Aquarium in Camden, NJ.
"The Hyundai campaign winning best in show -- alongside such quality competition -- is certainly an honor that we celebrate with our clients. The Bennys, while a regional competition, represent global brands and campaigns. This particular campaign was a phenomenal multichannel effort and ground-breaking in the use of Twitter resulting in car sales -- and the judges agreed," said Jeannine Falcone, managing director, The Agency Inside Harte-Hanks. "And six awards for our work with Sony Electronics has to be some kind of record. We work closely with Sony to help them make the most of their customer relationships and it is great to see everyone's hard work recognized."
With its clients, The Agency Inside Harte-Hanks took home 10 Benny honors for 9 award submissions (client, campaign, media category, vertical market):
•Sony, Xperia Play Announcement Email, Broadcast other - Creative Only, Technology •Sony, Cinco de VAIO, Broadcast other - Acquisition to Existing Customers, Technology •Sony, Translucent Mirror Technology Email, Broadcast other - Brand Building, Technology •Sony, HomeShare Email and Microsite, Internet/Interactive - Brand Building, Technology •Sony, 2011 Black Friday/Cyber Monday, Single Medium Campaign - Acquisition to Existing Customers, Technology •Sony, 2011 Holiday Campaign, Multimedia no Television - Acquisition to Existing Customers, Technology •Mercedes-Benz USA, 2011 Spring After-Sales Winback, Multimedia - Acquisition to Existing Customers - Other Products (Honorable Mention) •CIBA Vision, EyeFile, Broadcast other/Acquisition - Offer to Purchase, Health care •Hyundai Motor America, Hyundai Veloster Launch Campaign, Multimedia - Acquisition Offer to Purchase, Other Products •Additionally, the Hyundai Veloster Launch Campaign won the 2012 Thomas Black Memorial Award for Best of Show
The top winner, the Hyundai Veloster Launch Campaign, involved an integrated, cross-channel strategy to support a broader media campaign created under the slogan "Engineered for Whatever." To reach the millennial target market, The Agency Inside Harte-Hanks supported the 3-pillar creative and marketing strategy around music, technology and gaming to raise awareness and to drive consumers to special events, social channels and dealers for test drives and purchases. Further, the CRM campaign elements crossed multiple channels -- email, social media (Facebook and Twitter), direct mail -- to create a coherent experience for four segments of consumers. Results from the campaign are proprietary.
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