SEATTLE (February 1, 2005)""The Apple®-A-Day Giveaway Contest from Corbis, a leading provider of complete visual solutions, was recognized today as the Gold Medallion winner in the Integrated Marketing category at the 2005 AME Awards for Advertising and Marketing Effectiveness.
Corbis' Apple®-A-Day Giveaway Contest was a promotion that offered creative professionals an opportunity to be entered to win an Apple® G5 tower and 23" monitor simply by logging onto the Corbis website each day in April 2004 by noon. Apple®-A-Day included a unique mix of print, online, and guerilla marketing tactics, including double page spreads in 30 global trade and fashion publications, sidewalk art, posters, boxes with Corbis branded apples, heat-activated coffee mugs, tee shirts, and daily teaser emails. These tactics were executed in United States, United Kingdom, France, Germany, Japan and Hong Kong.
Created by Corbis' agency-of-record, Bondo & Remer (Seattle), Apple®-A-Day was successful on multiple fronts. During the two-month campaign, Corbis added more than 40,000 new accounts, average daily log-in traffic increased by 300%, and research requests increased by 30%. From this rise in customer activity, Apple®-A-Day generated incremental 2004 revenue from new customers exceeding $6MM.
"The Apple®-A-Day Giveaway Contest campaign was designed with a single objective, to interrupt the patterns and habits of creative professionals and encourage them to form a new habit "" starting their day with Corbis,'' said Joe Barrett, Corbis vice president of marketing. "I always ask "So what?' when designing marketing activities, and creatives told us by their change in behavior and spending that Apple®-A-Day was a resounding success."
"Our goal for Apple-A-Day was simple -- to get customers to logon to the Corbis website first thing each morning. By creating that habit, we felt we could increase top-of-mind awareness of Corbis when those customers were actually looking for images,'' said Dave Remer, CEO and creative director, Bondo & Remer. "The strategy worked, and at the same time, it reinforced the Start Here tagline while maintaining the playful voice of the brand."
The team credited for the campaign included: Joe Barrett, Corbis vice president of marketing; Robson Grieve, Corbis director of marketing; Dave Remer, CEO & creative director, Bondo & Remer; Chris Harwood, creative director/copywriter, Bondo & Remer; and Andrea Jones, vice president of strategy & client services, Bondo & Remer.
ABOUT CORBIS
Corbis provides complete visual solutions used every day by publishers, advertising and design agencies, filmmakers, and other creative professionals to tell their stories with impact that goes beyond words. Our image licensing, assignment & representation, and rights services enable clients around the world to differentiate brands, sell products and services, support news stories, and entertain audiences.
Corbis is headquartered in Seattle, with offices in New York, Los Angeles, Chicago, Montreal, London, Paris, Düsseldorf, Hamburg, Milan, Amsterdam, Brussels, Warsaw, Hong Kong, Kuala Lumpur, and Tokyo.
ABOUT THE AME AWARDS
The AME Awards for Advertising & Marketing Effectiveness are the only awards recognizing the effectiveness as well as the creativity of advertising and marketing on a global scale. Gold, Silver and Bronze Medallions for the highest scoring entries in each category were awarded at the awards ceremony, produced by New York Festivals, on January 19, 2005. For further information go to www.AmeAwards.com or email: info@ameawards.com.
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Media Contacts:
Dov Schiff, Corbis
+1 (206) 373-6298
dov.schiff@corbis.com
Harrison Wise, Trylon Communications
+1 (212) 725-2295
harrisonw@tryloncommunications.com
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