OgilvyOne, the CRM arm of Ogilvy & Mather, recently won first place at the John Caples International Awards Competition for BMW Philippines. OgilvyOne’s “Walnut Blast” dimensional direct mail entry was one of only 17 first-time winners and was the only CRM entry from the Philippines to win. One of the direct mail pieces created under former ECD Gavin Simpson, it promoted BMW Philippines’ unique de-carbonizing cleaning solution for engines.
Explained OgilvyOne Managing Director Elly Puyat, “OgilvyOne discovered that the German car manufacturer uses crushed walnut shells as the most efficient material to decarbonize engines. These shells have frictional properties that are much gentler on engine internals, and are biodegradable as well. The campaign which revolved around a walnut shell that was sent in each mailer resulted in an impressive 30-percent response rate.”
The Caples Awards, which recognizes creative excellence in direct and interactive marketing worldwide, received over a thousand entries from 35 countries.
The agency also received a finalist plaque for the Nike Summer Hoops Electronic Mobile Campaign. Puyat received both awards in ceremonies held at the Metropolitan Pavilion, New York, last March 6. Puyat served as Caples country chairperson for this year.
