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OgilvyOne,
the customer-relationship marketing (CRM) arm of Ogilvy &
Mather, recently won first place at the John Caples
International Awards Competition for its client, BMW
Philippines.
The Caples
Awards has been recognizing creative excellence in direct
and interactive marketing worldwide for over three decades
now. The show had over a thousand entries from 35
countries. Of the 63 categories, only 17 had first-place
winners, due to an objective point system of judging that
doesn’t automatically proclaim a winner in every category.
 OgilvyOne’s
“Walnut Blast” Dimensional Direct Mail entry was one of
the 17 winners, and was the only CRM entry from the
Philippines to win this prestigious award.
The agency
also received a finalist plaque for the Nike Summer Hoops
Electronic Mobile Campaign. OgilvyOne managing director
Elly Puyat received the awards in ceremonies held at the
Metropolitan Pavilion, New York, on March 6. Puyat served
as Caples country chairman for this year.
The Caples-winning
direct mail promoted BMW Philippines’ unique decarbonizing
cleaning solution for engines.
Explained
Puyat: “OgilvyOne discovered that the German car
manufacturer uses crushed walnut shells as the most
efficient material to decarbonize engines. These shells
have frictional properties that are much gentler on engine
internals, and are biodegradable as well. The campaign,
which revolved around a walnut shell that was sent in each
mailer, resulted in an impressive 30-percent response
rate.”
Involved
in the development of the BMW Walnut Blast campaign were
Ogilvy executive creative director Gavin Simpson, creative
director Dino Ocampo, copywriter Jason Drilon, art
directors AJ Dimarucot and Alnair Langkay, and production
manager Allan Bargo.
Winning a
Caples award is yet another feather in OgilvyOne’s cap,
after the agency brought home several Araw awards in the
2007 National Advertising Congress. Recognized in this
awards show were dimensional mailers for BMW and DHL, as
well as digital interactive work for Nike Summer Hoops,
Nike Pacman, Motorola KRAZR and Yahoo! Mobile music.
“All these
awards affirm OgilvyOne’s leadership in developing and
implementing highly creative CRM projects that drive
concrete results in terms of achieving the client’s
business objectives,” Puyat says. | 
