Print Industry Media Creativity and Innovation Award Winners
Over the next few weeks, Jack Myers Media Business Report readers will receive a series of special reports, underwritten
by the Magazine Publishers of America (www.magazine.org), profiling the magazine industry's winners in the fourth annual Myers Media Innovation and Creativity Awards competition.
Media Companies:
Company: Time Warner Global Media Group Entry Title: Home Show '06 Award: Grand Award
Description of goals and strategies of program: Marketing Goal:
Develop an integrated, mass delivery platform to support The Home Depot's in-store "Home Show '06" innovation
event to drive traffic in-store and online
Strategies:
Leverage high-profile and highly relevant Time Warner assets to engage consumers, attract new customers, collect data and drive sales of The Home Depot's innovative merchandise.
Engage consumers through a groundbreaking 360 degree program designed to provide information on Home Depot
innovative products, video demonstrations and Time Inc. branded consumer tips.
Provide The Home Depot with a media platform that could extend beyond the "Home Show '06" to be refreshed and focused for future events.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed, presented, approved, and implemented, as well as obstacles confronted during the
development, approval and implementation process:
The Home Depot created a platform to showcase their suite of Innovative Home improvement products. The umbrella concept was called "Home Show '06" and the vision was to feature products and
services designed to provide Innovative Home improvement product solutions, to help consumers improve energy efficiency, create a safer home, and live more comfortably while saving money and time. Home Show '06 was executed in over 1,000 stores nationwide including live demonstrations, in-store celebrity clinics and online workshops.
Time Warner Global Media Group helped support the Home Show '06 event by:
Creating The Home Depot Virtual House - a program designed to extend the in-store experience of innovative
products and methods to integrate them into their own homes
Identifying relevant platforms to drive mass audiences to the virtual home and The Home Depot stores
The Home Depot Virtual House
A groundbreaking way to engage consumers, attract new customers, collect data and drive sales. The virtual home tour allowed consumers to:
Explore rooms including Living Room, Kitchen, Bedroom, Master Bath, Garage, Outdoor Patio, etc. via dynamic
floor plan technology
Interact with the rooms by rolling over highlighted products, receive more information on the products, play product videos and receive information such as editorial innovation tips provided by Real Simple, This Old House and Money magazines
Engage with a product of the day feature
Purchase featured products online or find a local Home Depot store
Create their own virtual
shopping list, use it to make a direct purchase and/or save, print or email the list
Enter the Real Simple Organized Home sweepstakes
Download The Home Depot weekly circular
The Virtual House was built, hosted and managed on a 24-hour basis by the team at AOL.
Home Show '06 Mass Awareness Platforms
Innovative media and editorial adjacencies created mass awareness of the program and drove traffic online to the Virtual House and The Home Depot stores. Platforms included:
AOL welcome screen presence and integrated placements including Money Magazine's content embedded into the AOL Real Estate channel with a click through to the Virtual Home
Time Inc. brands provided
relevant editorial adjacencies including Money Magazine's "Field Test" feature, Time Magazine's "Your Time" feature and Real Simple's "Home" section
CNN Money provided a fixed placement on the website and created interactive "Innovation" based polling units to drive consumers to the Virtual Home
CNN created Modern Living segments that ran inside "Open House" on Saturday mornings to drive to the Virtual House
Information on how the success of the media program was evaluated and if it was/is likely to be renewed: Engaging Experience:
Consumers spent almost
three minutes on the site each time they visited
Approximately 12,000 total hours were spent on the site
Over 200,000 product overlays were viewed
Unprecedented Traffic:
Over 1MM page views between 9/7/06 - 9/9/06
Renewed:
AOL was awarded the refresh of the Virtual Home for their October '06 Energy event
Home Depot integrated the Virtual Home into their own website for Holiday '06 and have plans to continue through 2007
Client Testimonials:
"With Time Warner Global Media Group's assistant, we developed and integrated the Home Show virtual house into all of our consumer marketing touch points and truly achieved a 360 degree marketing
plan, bringing our Home Show Event to life for the consumer. The virtual house also created a platform for consumers to seek out and interact with The Home Depot products in a compelling manner and at the consumer's discretion."
– Christi Korzekwa, Senior Director of Media and Partnership Marketing (The Home Depot)
Other Companies Involved: Time Warner: AOL, Time Inc. (CNNMoney.com, Money,
People, Real Simple, This Old House, Time), Time Warner Global Media Group, Turner (CNN)
Agencies: Ambrosi, Digitas, Initiative Media, The Richards Group
Client: The Home Depot
Individuals Who Deserve Recognition:
Time Warner: Mark D'Arcy (Chief Creative Officer), Dave Statman (Director, Creative Strategy), Tammy Greenberg (VP, Marketing), Susanne
Rehm (Sr. Marketing Manager)
AOL: Rick McNerney (Account Director), Dale Epstein, (Director Impact Marketing), Kevin Gasper (Account Director)
Time Inc.: Greg Bowerman (Money), Kevin Blechman (People), Claire Bucalos (Real Simple), Sara Knutsen (Real Simple), Naomi Russell (This Old House), John Helmer (Time)
CNN: Jennie Robison (Account Executive), Allison Reid (Account Executive)
CNN MONEY: John Gordon (Account Manager), Todd Kaplan (Account Manager)
Home Depot: Christi Korzekwa (Senior
Director of Media and Partnership Marketing), Kim Greenia (Director Broadcast Creative)
Company: Disney ABC Unlimited Entry Title: TJX Companies - Marshalls/United States Figure Skating Award: Gold
Description of goals and strategies of program:
Associate the Marshalls Department Stores with a property that can be owned and has the same brand essence of beauty, fashion and active lifestyle - United States Figure Skating (USFS)
Create a multi-platform integrated program that associates the potential Marshalls consumers with the qualities of the USFS from many touch points and engagements.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed, presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
The Marshalls 2005-06 Figure Skating Partnership consists of an integrated multi-platform program across several Disney media assets.
This program consists of the following key promotional elements:
Official USFS corporate sponsor with all benefits
Sponsorship of all USFS and ISU events on the ABC Television Network and ESPN Networks
Entitlement of two USFS events airing on the ABC Television Network
Cross-promoted on ESPN Networks, participating ABC local television (8) and radio (16) stations and nearly 30
web-sites plus USFS promotional assets.
On-site exposure at all USFS venues associated with ABC Television Network coverage
Marshalls fashion vignettes featured during ABC Television Network coverage of all USFS events
"Meet America's Team" national sweepstakes executed on Disney.com along with a fashion feature mini-site. Winner
attended USFS National Championship (Olympic Trails) and was photographed with the 2006 Winter Olympic Figure Skating Team
This sweepstakes was cross-promoted on the ABC TV Network, ESPN Networks, participating ABC local television (8) and radio (16) stations and nearly 30 web-sites plus USFS promotional assets.
Sponsorship of "USFS Basic Skills Program" with over 120,000 participants in around 800 venues nationwide
Special "SkateFest" events held in New York, Chicago, Houston and Detroit
SkateFests in New York,
Chicago and Houston were hosted by Sarah Hughes (Olympic Gold Medalist) and Radio Disney
Detroit SkateFest was host by Olympic Silver Ice Dance Medalists - Tanith Belbin & Ben Agosto along with Radio Disney. This Performance was their first public dance exhibition post Winter Olympics
All of the SkateFests were promoted by local TV, radio, national USFS publications and Disney.com Us Weekly fashion
feature photographed during Oscars week in Los Angles featuring Tanith Belbin & Ben Agosto in Marshalls clothing
Information on how success of the media program was evaluated and if it was/is likely to be renewed:
Deal was renewed for 2006-07
Additional information:
All elements of this promotion
were connected to each other through cross-promotional creative.
Other Companies Involved: Hill/Holliday, ABC Television Network, ESPN Networks, ABC Owned &
Affiliated Television Stations and associated websites, ABC Owned & Affiliated Radio Stations and associated websites, Radio Disney, Disney.com, USFS.com, Us Weekly
Individuals Who Deserve Recognition: Grey Seamans, Disney ABC Unlimited; Jan Sage, ABC Owned TV Stations; Stacey Shepatin, Hill/Holliday; Holly Harrington, TJX (Marshalls); Gwen
Grech, Disney ABC Unlimited; Fred Silha, Disney Online; Andrew Cohen, ESPN; Lonny Anger, ABC Radio Networks; Ramsey Baker, USFS
