The North American Effie Awards - which recognizes ideas that formulate the most effective marketing campaigns and a global symbol for marketing achievement - has honored Campbell Ewald's work for the United States Postal Service (USPS) by awarding "A Simpler Way to Ship" holiday campaign with a Silver Effie Award. This is the second consecutive year Campbell-Ewald's work on behalf of USPS won the coveted award.
Behind the success of the campaign was consumer insight about holiday shipping and returns, which led to a game-changing idea that drove a new strategy for USPS during the six-week holiday shipping season. A new version of the highly successful "Simpler Way to Ship" campaign featuring Priority Mail Flat Rate Boxes was created. By penetrating the promotional noise of the holiday season and convincing consumers that shipping would be easier with Flat Rate Boxes, USPS was able to reinvent the holiday gift shipping and returns process for consumers by eliminating the hassle.
"The consumer insight not only led us to understand the perceived burden of shipping during and after the holidays, but also helped us to develop an easy-to-use solution for consumers," said CE Managing Director Mark Bellissimo. "We recognized there was a simpler solution we could offer consumers by leveraging the well-known USPS Priority Mail Flat Rate Boxes into the holiday shipping challenge - ultimately changing the game for holiday shipping and leading to unparalleled results."
The campaign launched in November 2009 and utilized TV, direct mail/email, cinema and online advertising to generate awareness.
About CECE (Campbell Ewald)
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CE has offices in Detroit, Los Angeles, San Antonio, Miami and Washington, D.C. A part of The Interpublic Group of Companies (NYSE:IPG), CE partners with a score of national brands, including Alltel Wireless, Carrier, Chicken of the Sea, General Motors, Ghirardelli, Kaiser Permanente, Olympic Paints and Stains, OnStar, USAA, the United States Environmental Protection Agency, the United States Mint, the United States Navy and the United States Postal Service. Please visit us on www.c-e.com, Facebook and Twitter.