The winners and honorable mentions in this year's PR news Platinum PR awards issue exemplify the most innovative approaches to redefining traditional PR with anything-but- traditional strategies. From a marketing communications effort that united a country over the search for the stars of a 1950s TV commercial to an event that landed a flock of pink flamingos around the windy city, the following winner confirms that the PR profession has indeed stepped out from the shadows to take a front-and-center role in delivering business results to their own organizations, and to their clients. Below is the winner of the 2008 PR News Platinum PR award for anniversary campaign.
Ogilvy PR Worldwide and Dupont Corian
Bringing Style to the Surface with Dupont Corian
In the Beginning
In 2007, Ogilvy PR Worldwide was tapped to reposition the 40-year Dupont Corian as a premium brand among consumers, designers and architects. The goal was to drive consumers and professionals to choose Corian, the solid surface countertop, for their design needs.
Celebrating a Milestone
To revitalize the perception of an historic brand and enhance consumer demand, Ogilvy PR took a three-pronged approach to promote Dupont Corian's 40th anniversary:
· Showcased the most spectacular residential and commercial applications of Corian by renowned architects and designers;
· Integrated pr activities with the earned media platform created for the brand; and
· Leveraged the largest annual color launch in company history to display Corian's versatility and design flexibility.
Designing a Success
To help refashion Dupont Corian as a modern brand while celebrating its 40th anniversary, Ogilvy PR brought an international exhibition of 40 objets d'art made entirely of Corian to the U.S. for the international contemporary furniture fair in May 2007. In addition, Ogilvy PR partnered with architect Jean Nouvel to create a futuristic installation with Corian that would demonstrate the interesting effects achieved with the material.
Ogilvy PR also launched the Corian "Who Inspires You" content in conjunction with kitchenaid to reward community leaders.
The ROI was overwhelmingly positive. More than 90% of the articles about corian includedDupont's key messaging. Also, the campaign garnered B2B media placements in 90% of the top 15 building, remodeling and construction trades, as well as glossy consumer mags.
"We learned that we have to be nimble all year long, taking advantage of national news trends as they happen," says Danielle Mackey, VP of Ogilvy. "also, [in retrospect] we would have sought national media partners for our consumer contest, to enhance it even further."