Today OMMA announced finalists in the 2009 Online Advertising and Creativity and Integrated Online Campaigns award show, and we're excited to be finalists in 5 categories. Each year OMMA recognizes innovation and creativity among leading agencies and brands.
Here are OMMA's excerpts for each campaign:
Banner: Standard Flash or Rich Media
First-Ever Google Twitter Ad
Seeing an opportunity, as the Web’s social media allegiance switched from Facebook to Twitter, Intuit entered the fray with a TurboTax Twitter ad. The banner, born of a partnership with Google and Twitter, soothed tax-time anxiety by streaming dynamic, real-time feedback to consumer questions about taxes straight from the TurboTax Twitter page. The goal was to recruit the social media audience, and enthusiasts responded in droves, resulting in a 69% increase in Turbo Tax Twitter followers over a two-week period.
To take the stress out of tax time, Dailey Advertising and Intuit distracted filers by offering up a contest that let players solve challenges by updating their status via Facebook, MySpace or Twitter. To win prizes they had to write a clever string of text, pushing creativity…as well as TurboTax. Widgets were passed around via social networks and 20 challenges were played over tax season. TurboTax judged over 5,000 entries estimated to have made around 1MM direct impressions. Supported by TV spots, sponsorships, YouTube and display ads, TurboTax filed a brilliant return.
Capitalizing on the 2009 Super bowl weekend, the football-themed ad from Intuit starts off with a literal and metaphorical explosion as a TurboTax football helmet goes head to head with a tax helmet and wins. Then things get really crazy. The ad unit opens into a giant jumbotron, packed with testimonials, a video from YouTube star Tay Zonday, a panel for asking tax questions, an offer to win $25,000, and a clock counting down the number of days until taxes are due. Built specifically for the Yahoo! homepage, the “Turbotron” broke ground as one of their single-most interacted-with ad units.
Social: Use of Widgets
Social: Use of Widgets
This innovative campaign asked people to solve simple tax-themed challenges by updating their status via Facebook, MySpace, or Twitter with their answer in 140 characters or less. The effort centered on an embeddable widget allowing users to grab and share the contest via social networks. By submitting clever responses, players gained the chance to win prizes, from cash rewards to trips to New York and L.A. The SuperStatus widget delivered over 6 million impressions during the tax-season campaign.
Best Integrated Campaign - Financial Services
TurboTax developed custom opportunities with a broad range of vendors such as AOL, Digg, Google, Weather.com, MySpace and Yahoo, with customized creative. For AOL, TurboTax sponsored a tax navigation bar off the AOL Homepage leading to a TurboTax sponsored section. On Weather.com, a rich media execution featured “maximum refund forecast,” leading to a specially designed landing page. Promotions on Yahoo included a rich-media “TurboTron” featuring interactive video, customer reviews, live tax Q&A and a contest. The promotion lead to a broader audience reach, an 80% increase in site traffic and a 32% increase in online sales.
The judges are judging for the September 21 awards, but you can cast your vote for the "audience choice" award by clicking here.