What does it take to achieve online advertising greatness? (Or at least get a big gold star on your report card.)
When the producers of yesterday's Online Advertising Summit in NYC, announced their Top 10 Online Ads of 2001 contest winners, I badgered the three judges to find out how they decided which campaigns were the best.
Shawn Gold, President/CSO eUniverse: "- Considerations of metrics/ROI - Integrated media consideration, where applicable. How did it make the total communications work harder. - How it uses the medium in the creative. Is it interactive, is it viral, does it initiate an ongoing relationship? -I also looked at the qualitative issues around the creative execution. Does it affect you emotionally, embody the brand values, etc.?
Edward Kim at Unilever: "1) creativity 2) meeting brand goals/objectives 3) innovation 4) reaching the right audience in the right place"
Tim McHale of Tribal DDB: "1. creative solution 2. sophistication of metrics/ROI 3. use of online in a rare business category 4. diversity of business application"
The winning ads were (in alpha order):
A.I. Web-marketing Campaign Budweiser and O'Doul's Advertising Campaign IBM Innovations Campaign Kellogg's Corn Pops - Strange Animation Microsoft Campaign: Windows XP Launch Nexium - The New Purple Pill Pepsi: Britney Spears-Oscar Campaign Playboy.com/Jack Daniel's Hef Mega Ad Campaign Taco Bell / Xbox Campaign Volvo "Road to the S60" Campaign
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