Hyundai, Häagen-Dazs, BMW campaigns take home MPA Kellys

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Goodby, Silverstein & Partners received the Effectiveness Award during the 2010 Magazine Publishers of America (MPA) Kelly Awards presented Tuesday night in New York, for its work on the “Epic Lap” Hyundai Genesis Coupe Launch.

The MPA Kelly Awards honor outstanding magazine advertising and are given annually to agency teams and marketers whose print campaigns demonstrate creative excellence, as well as campaign results.

The Hyundai campaign delivered the strongest marketing ROI among the Kelly Award finalists, helping Hyundai surpass sales goals for the Coupe by nearly 25% and generating more than a million online visitors who took the product for a virtual spin.

San Francisco-based Goodby, Silverstein & Partners also took home the Grand Prize Kelly for their “Häagen-Dazs Five” campaign. The ads promote Häagen-Dazs' line of natural ice creams and helped boost total awareness of the products during the campaign period.

The RR Donnelley Innovation Award was presented for the first time in 2010 for the most innovative use of magazines. The honor went to Austin-based GSD&M Idea City and its BMW "Expression of Joy" campaign. Artwork created using the BMW Z4 was showcased in magazine pages as part of the campaign. It drove an 85% boost in sales over a three-month launch period.

"This year's Kelly Awards winners and finalists again prove that arresting visuals and engaging copy play a significant role in boosting advertising ROI," said Ellen Oppenheim, executive VP and chief marketing officer of MPA, in a statement. "We applaud the winning ad agencies and their clients for continuing to leverage magazines in a way that encourages consumers to take action."

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