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.
"The 2012 Veloster is among our most successful vehicle launches in Hyundai Motor America's 25-year history," said Jon Budd, Senior Group Manager, New Media, at Hyundai Motor America. "We greatly appreciate The Agency Inside Harte-Hanks for the innovation and strategic vision they brought to this integrated, multichannel campaign. They have been instrumental in bringing new customers to the Hyundai brand."
"We are both proud and fortunate to work with outstanding clients and brands such as Hyundai, Mercedes-Benz, CIBA Vision and Sony," Falcone said. "These four brands represent the 'best of the best' in terms of their commitment to leveraging insights about their customers to create brand experiences that consumers value and which generate measureable impact for their company. A successful multichannel relationship marketing campaign can truly connect brands with their customers. We are glad to help make that happen for our clients by developing creative, result-oriented programs that are both innovative and effective -- and duly award-winning."
Judges from this year's competition included an expert panel from the Direct Marketing Club of New England. A complete list of the 2012 Benjamin Franklin Awards from the PDMA are posted here: http://the-pdma.org/events/bennys/777.html.
Harte-Hanks, Inc. is a worldwide, direct and targeted marketing company that provides direct marketing services and shopper advertising opportunities to local, regional, national and international consumer and business-to-business marketers. Visit the Harte-Hanks Website at http://www.harte-hanks.com or call (800) 456-9748.
The Agency Inside Harte-Hanks is a full-service, multichannel relationship marketing agency specializing in direct and digital communications. With award-winning strategy, creative and implementation services, The Agency Inside helps marketers within targeted industries understand, identify, and engage prospects and customers in their channel of choice. Recognized and respected as a market leader for many decades, it is our mission to deploy world-class, insight-driven, multichannel relationship marketing programs that address each client's acquisition, cross-sell, retention and loyalty needs.
This document may contain trademarks that are owned or licensed by Harte-Hanks, Inc. and its subsidiaries, including, without limitation, Harte-Hanks® and other names and marks. All other brand names, product names, or trademarks belong to their respective holders.
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