DMA International ECHO Awards

Honoring the world’s best response marketing campaigns

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Case Study

Citi, a premium bank, revamped the Citigold Circle program from a customer lens by transforming the seemingly transactional referral conversation into a more active and meaningful one, so it could acquire new affluent Citigold clients in 15 global markets.

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K&H Bank, a bank in Hungary, launched a micro-site that allows Hungarians to discuss and share what new businesses they'd love to see in their local area and gave the bank 2,512 new business applications.

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HDFC Bank, a banking and financial services company, used a location management system to target customers in India and increase their discoverability, improve brand reputation and acquire more customers locally.

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Houlihan's, a restaurant chain, used consumer data to provide targeted communications, which increased sales in the US.

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Durex, a condom brand, convinced India's youngsters to make their first sexual experience enjoyable and safe with innovations that made condoms inconspicuous to buy and carry.

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Switzerland Tourism, the national marketing and sales organisation for Switzerland, reached their target audience of young Indians to promote Switzerland as a holiday destination for action-seeking travellers.

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Asha Ek Hope Foundation, a non-profit organization supporting people with motor neurone disease, partnered with NeuroGen hospital in Mumbai to create a new eye language for patients suffering from incurable brain and spine diseases in India.

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Motorola, a telecommunications company, highlighted the addiction to mobile phones which gave it over 1 million social media impressions.

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McDonald's, a fast food chain, partnered with a Montreal hockey team to offer fans a promotion where if Montreal scored the first goal of the game, My McD's app users in Quebec received free fries.

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The Economist, a weekly magazine publication, re-engaged British voters by offering a cutting perspective with the brand's trademark wit (and a free copy of The Economist to help inform their vote).

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KLM, the Dutch flag carrier airline, strongly increased travel to Amsterdam from the Nordic countries and positioned KLM in an extremely competitive market with the help of a pair of shoes.

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Food Allergy Research & Education (FARE), a non-profit dedicated to food allergy awareness, successfully spread its message of the dangers of allergies in its Deadly Food Allergies campaign in the US.

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Bank of New Zealand (BNZ) carefully considered the importance of tradition to its Chinese customers to inspire brand love and awareness.

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danbolig, a real estate agent, encouraged people in Denmark to choose its company as their agent by creating a digital destination where they can get to know their prospective neighbourhood before they buy.

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IKEA, a furniture retailer, connected with US college students and cut through the usual clutter of back-to-school marketing to deliver an ad inspired by the phenomenon of autonomous sensory meridian response, a tingling sensation prompted by certain sounds. The campaign garnered 88 million organic impressions.

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Ad Council, a nonprofit organization, stuck to its media strategy of relevant ads by creating specific and targeted solutions to the food wastage problem in the US, achieving $86m in donated media support.

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Singapore Tourism Board, a statutory board under the Ministry of Trade and Industry of Singapore, reached out to Indian travellers through influencer marketing, social media marketing, PR, partnerships, collaborations and digital and on-ground activations.

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Essity, a hygiene and health company, built brand awareness for its feminine hygiene brand Libresse by addressing the taboo around menstruation in sport in Sweden.

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Deutsche Telekom, a telecommunications company, collaborated with voice actors, motion data capturers, sound engineers, 4D artists, game developers, hardware hackers, architects and craftsmen to deliver 'AR Sports', an immersive mixed reality brand experience in Barcelona.

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Rin, a detergent brand from consumer goods company Unilever, launched the Rin Career Academy in India to help young people succeed in job interviews.

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Telia Enterprise, a telephone company, reached small businesses in Denmark with its campaign to inform them about telco, which then generated sales leads.

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Rhode Island Blood Center (RIBC), a blood donation center in the US, put a name and face to 'someone else' to illustrate the importance of becoming a blood donor.

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Royal National Lifeboat Institution (RNLI), a charity that saves lives at sea around the coasts of the British Isles, successfully convinced 450,000 British people to allow it to communicate with them despite concerns over unethical data usage among charities.

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Dainik Jagran, an Indian Hindi language daily newspaper, went beyond the margins of its pages, and used the power of community to demonstrate how the water crisis can be mitigated by people in India.

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UNICEF, the United Nations International Children's Emergency Fund, encouraged people in Argentina to sign its petition to appoint a Defender of Rights for disadvantaged children by disguising a link to it within Facebook posts of attractive tourist destinations.