Marketing Campaign Case Studies

Saturday, July 31, 2010


The ‘‘Built by Engineers, Used by Ordinary People’’ campaign was pronounced an unqualified success by the company. Post-campaign quantitative research showed that the campaign had been very effective in reaching the desired targets. Those assessments were confirmed by the number of awards the campaign won during 1996 and 1997.
At the ICON Awards, sponsored by Marketing Computers and Business Week to honor excellence in high technology marketing and advertising, ‘‘Built by Engineers’’ won 1996 Best of Show ICONs for ‘‘Babysitter,’’ ‘‘Room,’’ and ‘‘Mower’’; platinum in the best advertising campaign, broadcast category; and gold in the best advertising/television campaign category. At the international Clio Awards, which recognize excellence and creativity in consumer advertising, ‘‘Babysitter,’’ ‘‘Room,’’ and ‘‘Mower’’ won best national campaign certificates, and ‘‘Baby-sitter’’ was also a certificate winner. In addition, Adweek, which publishes an annual list of the 10 best spots of the year, declared ‘‘Baby-sitter’’ to be one of the best spots of 1996. The spots won other awards as well, both in local advertising industry shows, such as the San Francisco Show, and in New York-based shows, such as The One Show.
In Europe the campaign also won a Directors and Art Directors Silver Pencil Award in London for ‘‘Babysitter.’’ Finally, ‘‘Baby-sitter’’ won a Silver Lion at the Cannes Advertising Festival.
The Red Sky interactive ad also garnered acclaim, in this case from critics of Internet advertising. Microscope, a weekly online Web ad review magazine, rated the banner ad ‘‘a perfect 10’’ and called it ‘‘the most attentiongetting ad on the Web.’’ PC World followed suit, awarding it the number one position in PC World ’s Top 10 Advertiser Achievement Awards. The ad went on to win a Platinum Award in the 1997 Marketing Computers/Business Week ICON Award for the multimedia category.