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ARF David Ogilvy Awards

ARF David Ogilvy Award for Research Achievement 2010

General Motors Company – Reinvention “Chapter 1”

With the collapse of the financial markets in the fall of 2008, automotive sales plummeted, and General Motors faced impending bankruptcy. The challenge was to convey to consumers that if given a second chance, GM would be a viable company in the long-term.

The business objective of the Reinvention campaign was to establish a clear timeframe for GM’s restructuring/bankruptcy to encourage consumers to consider buying GM vehicles. This would be done by conveying that GM is listening to its customers and acting on its mission to put the customer first and provide the highest quality products.

The main research objective for the campaign was to help GM gain a better, ongoing understanding of consumer sentiment towards the company in light of its financial situation and the government’s intervention. The survey took a monthly pulse on key metrics such as opinion, consideration, image and future viability of GM as well as key competitors from February 2009 through August 2009. The study also measured awareness and impact of key news stories as they occurred, as well as specific metrics around the impact the sale or phasing out of various GM brands had on GM as those situations arose.

The Reinvention ad took the negative concept of GM’s Chapter 11 filing and turned it into a much-needed catalyst for change. The research team was able to provide strategic consumer insights that enabled the ad’s extraordinary success in hitting the perfect balance of tone, message, and emotion in its execution.

ARF David Ogilvy Award for Excellence in Advertising Research 2009

Bank of America – Hacia Adelante!

The Moving Forward (Hacia Adelante) campaign was created to excite, empower, and ignite un/underbanked Hispanics to take action by visiting the Bank of America nearest their community and opening a checking account.

The creative messages provided examples of how working with Bank of America created opportunity to achieve dreams and build a better financial future for Hispanics. Tracking research was used to measure the effectiveness of the advertising strategy along key metrics, such as: Brand awareness, consideration, ad breakthrough, messaging, and ad diagnostics.

The Hacia Adelante campaign constituted a successful example of employing an integrated approach to expanding Bank of America’s market positioning to the Hispanic segment. The campaign placed Bank of America in a leadership position regarding brand awareness and consideration, while laying the groundwork for Bank of America to expand its messaging even further within the rapidly growing Hispanic population.

ARF David Ogilvy Award for Excellence in Advertising Research 2007

International Dairy Foods Association /
Milk Processor Education Program – milk your diet. lose weight! (got milk?)

‘got milk?’ Ten years ago, the answer might have been, "not as much as we used to." In fact, up until the 1990s, the milk industry had been experiencing a 30-year declining trend in per capita consumption. In response, The Milk Processor Education Program (MilkPEP) was established.

Responding to this challenge, MilkPEP developed the famed "milk mustache" celebrity print ads. The first ad launched in 1995 and was quickly followed by a succession of others all touting the functional health benefits of milk (strong bones, height, etc.) While the ads were extremely successful in driving awareness and quickly became a fixture of popular culture, MilkPEP was not seeing consistent increases in consumption.

In late 2001, MilkPEP undertook a quest to explore a new positioning based on "higher order" benefits or "emotional connections" that would motivate target audiences to drink more milk. Their search for a research firm with experience in values-based communications led them to engage Harris Interactive.

ARF David Ogilvy Award for Excellence in Advertising Research 2007

Las Vegas Convention and Visitors Authority – Alibi (What Happens in Vegas, Stays in Vegas)

The positioning of Las Vegas as the mecca of adult freedom evolved as a result of extensive market research and its "What Happens Here, Stays Here" manifestation has been the Las Vegas Convention and Visitors Authority’s (LVCVA’s) greatest marketing success on record. Aided by R&R Partners as the advertising agency of record for LVCVA and Harris Interactive as the strategic marketing research consultancy, these two firms have been working in partnership to help the LVCVA achieve its new, long term goals.

With a strong brand positioning initiative in their pocket, the LVCVA and R&R Partners were under pressure to continue to increase visitation to an even higher level and create new demand on an unprecedented scale. Due to the success of the "what happens here stays here" marketing strategy, Las Vegas continues to experience explosive investment and physical growth, and is counting on new strategies to further increase tourism from 37 million visitors in 2005 to 43 million visitors by 2009.

ARF David Ogilvy Award Honoring Advertising ROI

American Forest and Paper Association - The Sustainable Forestry Initiative

By the mid 1990’s, after decades of relentless negative focus on industry forest management practices by environmental groups, local, state and federal regulators/legislators and the media, the American forest and paper industry stood on the brink of losing its social, political and economic "license to operate" within the United States.

The objective of the American Forest and Paper Association (AF&PA) marketing campaign was nothing less than to ensure the survival of the U.S. forest and paper products industry, which ships $263 billion in products each year and employs more than one million Americans with an annual payroll of $61 billion. The daunting task ahead was to convince legislators, regulators, customers, the general public, and even environmentalists, that "responsible environmental stewardship" should entail active, thoughtful management of the forests, including responsible logging and production. Further, the campaign had to demonstrate that the industry is a responsible environmental steward, as demonstrated by its commitment to technology and the science of forest management, so it could ensure its "license to operate."

With powerful and insightful research provided by Harris Interactive, the American Forest and Paper Association fully understood its stakeholders perceptions and why they held those perceptions. The organization launched The Sustainable Forestry Initiative. The main objectives of AF&PA’s SFI campaign were to change public opinion, reverse trends in government regulation, and preserve access to customer markets by stopping the de-selection of SFI-certified products. The accomplishment of these objectives has had huge financial implications, measured in losses avoided rather than increases realized.

ARF David Ogilvy Award for Excellence in Advertising Research 2005

UBS - You and Us

You have probably heard the advertisements and have a growing familiarity with UBS. What you may not be aware of, is the overall re-branding process UBS undertook to strengthen its position in the global financial world. At the onset of 2001 while managing over 70 well known brands in their respective markets, including UBS Warburg and UBS Paine Webber, UBS made building a powerful, global financial services brand one of its top strategic priorities. While that decision seems logical, it is important to note that nothing like that existed at the time among the top-tier integrated financial services firms. UBS was paving new roads in their industry.

Each year the ARF puts the spotlight on winning marketing teams for their excellence in translating superior research and planning into high-impact marketing communications. UBS received top honors in the services category for its use of research in the development of the "You and Us" brand strategy and advertising campaign. Harris Interactive’s research staff was instrumental in partnering with UBS, providing brand and strategy research and consultation for its marketing communications effort. This is the first time a financial institution has won in this category.

ARF David Ogilvy Award for Excellence in Advertising Research 2004

Volvo Cars of North America - Starting a Family

The Ogilvy Award recognizes great advertising and the critical role research plays to make it possible. Volvo is a 2004 Ogilvy Award finalist for advertising it developed in conjunction with our strategic partner Witeck-Combs Communications targeting Gay, Lesbian, Bisexual and Transgender (GLBT) consumers.

In most cases, Ogilvy Award-recognized research is spread out across many firms through the various stages of ad development. This is not one of those cases. Harris Interactive was the exclusive research provider to Volvo for this award-winning work, including segmentation, brand equity analysis, qualitative research, copy testing and in-market tracking.

ARF David Ogilvy Award for Excellence in Advertising Research 2002

Robert Wood Johnson Foundation - Covering Kids

Millions of American children go without health insurance because their parents don't think they can afford it. Government assistance is available in the form of Medicaid and the State Children's Health Insurance Program (SCHIP), but most parents fail to take advantage of these programs because they mistakenly presume they do not qualify.

The Robert Wood Johnson Foundation, the nation's largest philanthropy devoted exclusively to health and healthcare issues, launched a massive national public awareness campaign to increase enrollment in SCHIP. They chose Harris Interactive as their strategic partner. Our research laid the foundation for the "Covering Kids" communication strategy and our counsel helped refine the advertising campaign that has led to huge increases in program enrollments nationwide.

ARF David Ogilvy Award for Excellence in Advertising Research 2001

Lincoln Financial Group

Amid intense competition from national advertising campaigns for leading brands such as Aleve, AT&T, Castrol, Kool-Aid, Kraft Foods, and KitchenAid, Harris Interactive's work for Lincoln Financial Group reached the semifinals of the 2001 David Ogilvy Research Award competition.

The campaign, a total rebranding of Lincoln's family of financial service companies, received an Honorable Mention from the Advertising Research Foundation. Designed to target affluent investors, the campaign featured a coordinated program of print, broadcast, and Internet advertising, along with corporate sponsorships and a website redesign.

ARF David Ogilvy Award for Excellence in Advertising Research 1999

American Iron and Steel Institute - The New Steel. Feel The Strength.

With this award, the Advertising Research Foundation recognized Harris Interactive's efforts as the year's most outstanding example of research company contributions to a successful national advertising campaign.

Our research for the steel industry demonstrated an urgent need to correct outdated consumer perceptions of steel and to halt the decline in steel's market share in the face of competing materials. A memorable and effective national campaign: "The New Steel. Feel The Strength." was the result.

ARF David Ogilvy Award for Excellence in Advertising Research 1997

American Plastics Council - Plastics Make it Possible

This award recognized our research and consulting support for the American Plastics Council's national advertising campaign, "Plastics Make it Possible," which has been credited with turning around the decline in consumer attitudes toward plastic and creating a more positive image for the industry.

As a key partner with American Plastics Council, Harris Interactive quantified consumer attitudes toward plastics, developed a communications strategy to counter negative attitudes by building on the industry's positive perceptual equities, worked with American Plastics Council’s agencies to develop and pre-test advertising and public relations messages, then tracked the success of the campaign.


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