The results are in

The results are in, and the quality of entries submitted to this year's competition is a testament to the reality that the e-marketing industry really is maturing, says one judge.
Clients everywhere are indicating - some for the first time this year - a growing understanding and a solid commitment to the Internet as a key vehicle in their marketing mix.

The results are in, and the quality of entries submitted to this year’s competition is a testament to the reality that the e-marketing industry really is maturing, says one judge.

Clients everywhere are indicating – some for the first time this year – a growing understanding and a solid commitment to the Internet as a key vehicle in their marketing mix. Submissions to Strategy Direct+Interactive’s second annual Top Ten Interactive Campaigns competition demonstrated great creative and branding; diversity in terms of new formats used (direct e-mail campaigns, however, as one judge pointed out, were surprisingly absent from the list); and sound strategic thinking.

If you recall, nearly all of last year’s 35 entries were crafted to engage and create a dialogue with their respective targets. Cover Girl’s Spring Fling Mix & Match Makeup contest – the 2001 Gold campaign – created and submitted by Toronto-based GreyInteractive, for example, aimed to interact with teen girls with a cheeky contest and refer-a-friend e-mail initiative that drove awareness and list-building for future dialog.

While creating a dialogue, and brand awareness were also paramount to this year’s entrants, many of the 41 submissions focused much more on using the Internet as an acquisition/sales vehicle. This year’s winner, E*Trade Canada with its ‘Trade Smarter Faster’ campaign (created and submitted once again by GreyInteractive!) succeeded in growing the number of new active customers of its new Power E*Trade product, in two very specific target audiences, by over 42% – an increase of over 65% from objective (see how below).

Strategy D+I’s Top Ten Interactive Campaigns competition is designed to spotlight some of the top overall interactive marketing executed in Canada over the last 12 months (July 2001 to August 2002). Entries were evaluated based on their exemplary use of the electronic media as a marketing vehicle – we were looking for online campaigns (or components of larger, integrated campaigns) that embodied innovation and creativity. How effectively did the campaign achieve the marketer’s objectives and goals – did the interactive elements used serve to reinforce the objective or overall strategy? Was it an effective way to convey the particular message or offer? Is the overall creative and offer well-geared to the online/electronic medium? And finally, does the interactive campaign push the envelope, test or experiment with new technologies, capabilities and/or formats?

The top-10 -ranked campaigns are profiled below, along with samples of the Web site, email and/or banner creative submissions. Congratulations to all of those who placed, and many thanks to all the participants.

Entries were compiled and sent to the judging panel, who then scored each campaign on a scale of one to 10 – using the above-mentioned guidelines – clearly identifying and explaining their top three choices. Campaign results were made available to judges, but not for publication. Scores were aggregated and averaged to determine the winners. Our most sincere thanks go out to the diligent judges who volunteered their precious time and energy.

Paul Gallucci

VP Web Business

Lavalife, Toronto

Paul Gallucci joined Lavalife in September 1997 and has since held various positions within the company, with the most recent being the VP of business development. Prior to joining Lavalife, Gallucci was the corporate controller for Pitney Bowes of Canada and a senior manager with KPMG. Gallucci’s background has allowed him to gain experience in several industries including investment, manufacturing, telecommunications, computer hardware and software.

Andrew Keyes

Partner, director of marketing services

Armantus, Toronto

Prior to focusing on interactive marketing, Andrew Keyes spent eight years in the ‘traditional’ ad agency world, and in 1996 co-founded AIMS (Association of Internet Marketing and Sales). Over the past five years Web shop Armantus has been recognized with numerous national and international awards, including two consecutive Digital Marketing Gold Awards for Grocery Gateway.

Isabelle Hemond

Brand manager/

Chef de marque

Yahoo! Canada, Toronto

Isabelle Hemond joined Yahoo! Canada in February of 2001. Prior to that, Hemond worked in the trade marketing team of Toronto-based Clearnet (TELUS Mobility), where she managed the B2B market launches for the Clearnet and Mike brands. Born in Quebec City, Hemond gained five years experience as an account manager at Cossette Communication-Marketing and its divisions Blitz Direct and Graphème.

Chris Williams

Director of interactive

marketing

VBDI, Toronto

Chris Williams is a pioneer of interactive marketing in Canada. His experience spans client strategy, creative and includes one the first online media buys in Canada (Apple 1995). He has developed integrated strategic and creative solutions for such clients as Bank of Montreal, Canadian Tourism Commission, Monster.ca, Harris Bank, Pepsi, Miller Brewing (U.S.), Chrysler, Apple, Bell Canada, Fedex and Chapters.ca.