CHICAGO — Draft Chicago's work for client DeVry Inc.'s DeVry University won the Past Presidents' Award, the top honor given last night at the Chicago Association of Direct Marketing's 33rd Annual Tempo Awards ceremony at the DM Days & Expo conference.
The agency's “Your Best Career Move” campaign, targeting people ages 18-34, sought to boost DeVry's image as a full-fledged university rather than a technical school. Using humor and a call to action in seven spots on air since June, Draft claims to have beaten DeVry's cost per lead by 12 percent in a difficult market.
This is Draft's second consecutive Past Presidents' Award. The honor is awarded for creative achievement in the direct response campaigns category.
The next top prize, the Jay Gondelman Award, went to agency DDB for The Home Depot Inc. The agency created “The Home Depot Do-It-Herself Workshop” campaign. It won first place for marketing results in the e-mail advertising category.
Home Depot sent e-mails to more than 900,000 consumers, most of them women home improvement enthusiasts. This segment, according to the hardware chain's agency, accounts for less than 20 percent of homeowners but more than 40 percent of home improvement product sales.
In that May 9 e-mail, consumers were offered a free CD-ROM for registering online and attending a workshop. The offer was live through the evening of May 14, the day of the event.
Among the goals, the campaign aimed to drive online registrations prior to the workshop, generate incremental revenue by driving purchases on the night of the event, test the CD-ROM and build awareness for the chain's first DIY event. The e-mail pointed to a dedicated Web site.
There were no benchmarks to measure against, but DDB claimed the results were better than expected: a return on investment of 2,942 percent, making it one of Home Depot's most successful marketing campaigns.
Overall, this was a good year for the Tempo Awards. CADM received more than 190 entries, higher than in previous years and based on a Chicago DM environment on the ascendant.
CADM ensured that it attracted entries from many first-timers. The organization, celebrating 50 years of existence, used targeted promotions and discounts with the theme “Then & Now” to honor its golden jubilee.
Newcomers took many of the 75 awards for creative excellence and marketing results in 15 categories.
Among the established shops, Euro RSCG 4D, The Marketing Store, iLeo and Foote, Cone & Belding won Tempos given to Chicago-area agencies for work produced between July 1, 2002, and June 30, 2003. Draft won 16 awards; Euro RSCG 4D, 12 and its EuroRSCG Tyee MCM unit, two; The Marketing Store, 12, Rodgers Townsend, nine; Foote, Cone & Belding, eight and iLeo won seven.
Tempo entries were not identified by agency, and judges were recused from evaluating work done by their own shops. There were first-, second- and third-place winners.
Meanwhile, C. Eduard Bjorncrantz was named the 2004 Charles S. Downs Chicago Direct Marketer of the Year at the show. A pioneer in catalogs, Bjorncrantz, 59, worked to build Sears, Roebuck and Co.'s “Wish Book” into an effective direct marketing tool. He is now a partner at The Callahan Group LLC, a 21-person consultancy based in Rosemont, IL.