Indiantelevision.com Team

(18 October 2007 3:00 pm)

MUMBAI: Ogilvy India has won a bronze at the Direct Marketing Association (DMA) International Echo Awards 2007. The award function was held in Chicago on 17 October.

The agency won the prize for its work on Seagrams ‘Chivas Art Invite’.

The objective of the direct marketing campaign was to create a compelling invitation to an "A - list" event: The Chivas Art Experience.

This was one of the few occasions in which opinion leaders, business barons, fashion gurus, style divas and the glitterati of the city got together and bid for the collective works of India's leading contemporary artists.

The objective was not only to get them to attend a Page 3 party, but also to buy the specially commissioned art on display.

To break through the inertia of an audience with highly developed taste for art who had enough private means to have private art dealers sourcing for them, it called for a breakthrough and dramatic idea.

The idea was to simulate an Artists Studio and to give the invitees a first hand touch and feel of the tools that artists use to create masterpieces. The invitation was designed as an Artists portfolio while some of its content also captured the feel of an artist's workbag. The miniature prints gave them a preview of the Art that would be on sale.

DMA Echo Award is the only international award that honours excellence in direct marketing creativity and marketing strategy.

The award is betowed by the Direct Marketing Association, which is one of the leading global trade association of business and non profit organisations using and supporting direct marketing tools and techniques.