April 2008
OgilvyAction took home two awards at the Sixth Annual Ex Awards, landing a Gold and Silver for Kraft's Maxwell House "Brew Some Good" and Nestl? Water's "Perrier IER Nights" campaigns, respectively. Maxwell House was awarded the 2008 Best Multi-Venue Event (Consumer) for OgilvyAction's work in bringing sampling to a new level while Perrier was awarded the silver in "Best Nightlife Marketing Campaign" for its unique spin on display.
Gold Ex Award: Kraft's Maxwell House "Brew Some Good"
Launching the brand's biggest and most integrated campaign to date, the OgilvyAction team branded toll booths on highways across the country from 7 to 9 a.m. on the Wednesday before Thanksgiving, paying for fares and serving up coffee samples. Maxwell House was the first brand to pursue this type of sampling on a national scale, as well as the first brand to pay for traveler's tolls. Furthering Thanksgiving efforts, OgilvyAction launched a comprehensive mall sampling program on Black Friday, providing busy shoppers with one million cups of coffee throughout the holiday weekend.
Silver Ex Award: Nestle Water's "Perrier IER Nights"
With a campaign goal of differentiating Perrier from "My Father's Water," the OgilvyAction team worked to create surprising and engaging events for bar patrons in 50 targeted venues in New York and Los Angeles. The team distributed limited edition "...ier" labeled Perrier, coasters and drink stirs and coordinated "...ier" Stunts (Crazier, Riskier, Manlier) - quick and surprising moments that came to life on-premise.
The Ex Awards, in conjunction with Event Marketer magazine, are considered the premier celebration of this industry's finest work, judged by 20 brand-side marketers.
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