Haagen-Dazs Magazine Ad Campaign Wins Top Honors at MPA Kelly Awards

May 18, 2010

Goodby, Silverstein & Partners' Ads for Häagen-Dazs'
Five Ingredients Line Named the Top Magazine Campaign of the Year

GSD&M Idea City Wins the First RR Donnelley Innovation Award
for Its BMW Z4 Campaign

New York, NY (May 18, 2010)—The 2010 Magazine Publishers of America (MPA) Kelly Awards for outstanding magazine advertising were presented tonight in conjunction with exclusive sponsor RR Donnelley at a special awards ceremony in New York City, to an audience of magazine, advertising agency and ad client executives. The Kelly Awards are bestowed annually to agency creative teams and advertising clients whose magazine campaigns demonstrate both creative excellence and campaign results.

San Francisco-based advertising agency Goodby, Silverstein & Partners is the winner of the Grand Prize Kelly for the campaign "Häagen-Dazs Five." The ads, which promote Häagen-Dazs' line of all-natural ice creams, helped boost total awareness of the products during the campaign period. Vitro received the Gold Kelly for client Taylor Guitars' "Always to Our Own Tune" campaign, while The Martin Agency took home the Silver Kelly for "We Choose the Moon" campaign for The John F. Kennedy Presidential Library and Museum.

The RR Donnelley Innovation Award was presented for the first time in 2010 for the most innovative use of magazines, and the honor went to GSD&M Idea City and its campaign "Expression of Joy" for client BMW. Artwork created using the BMW Z4 was showcased in magazine pages as part of the campaign.

Goodby, Silverstein & Partners also received the Effectiveness Award for its work on the "Hyundai Genesis Couple Launch (Epic Lap)." The campaign delivered the strongest marketing ROI among the Kelly Award finalists, helping Hyundai surpass sales goals for the Coupe by nearly 25%, and generating more than a million virtual visitors who took the product for a spin online.

"This year's Kelly Awards winners and finalists again prove that arresting visuals and engaging copy play a significant role in boosting advertising ROI," said Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, MPA. "We applaud the winning ad agencies and their clients for continuing to leverage magazines in a way that encourages consumers to take action."

2010 MPA KELLY AWARD WINNERS
For complete information on campaign results and credits, and to view one-minute inspiration videos crafted by the finalist creative teams, visit the virtual Kelly Awards website at www.kellyawards.org.

OVERALL EXCELLENCE WINNERS

Grand Prize Kelly
AGENCY / CITY: Goodby Silverstein & Partners / San Francisco, CA
CLIENT: Häagen-Dazs
CAMPAIGN: Häagen-Dazs Five
RESULTS: Boosted total ad awareness +6 points from spring to summer during the campaign

Gold Kelly
AGENCY / CITY: Vitro / San Diego, CA
CLIENT: Taylor Guitars
CAMPAIGN: Always to Our Own Tune
RESULTS: Taylor gained double-digit share growth and became #1 in the premium acoustic category

Silver Kelly
AGENCY / CITY: The Martin Agency / Richmond, VA
CLIENT: John F. Kennedy Library and Museum
CAMPAIGN: We Choose the Moon
RESULTS: Attendance rose by 10% over previous years; the wechoosethemoon.org site received 3.5 million visits within the first three months

INDIVIDUAL AWARD CATEGORIES

RR Donnelley Innovation Award
AGENCY / CITY: GSD&M Idea City / Austin, TX
CLIENT: BMW Z4
CAMPAIGN: An Expression of Joy
RESULTS: 85% boost in sales over three-month launch period with halo effect post-launch

Effectiveness Award
AGENCY / CITY: Goodby Silverstein & Partners / San Francisco, CA
CLIENT: Hyundai
CAMPAIGN: Hyundai Genesis Coupe Launch (Epic Lap)
RESULTS: Sales of Coupe surpassed Hyundai's goal by nearly 25%; close to 1.2 million virtual visitors to HyundaiGenesis.com have taken the coupe for a spin online

Best Integrated Campaign
AGENCY / CITY: Carmichael Lynch / Minneapolis, MN
CLIENT: Harley-Davidson
CAMPAIGN: Harlistas
RESULTS: 8.2% rise in share of motorcycles among Hispanic target; 615% increase in web traffic to the Hispanic section of the Harley-Davidson website

Best Public Service Campaign
AGENCY / CITY: Arnold Worldwide / Boston, MA
CLIENT: American Legacy Foundation/truth
CAMPAIGN: Do You Have What It Takes?
RESULTS: Post-campaign, two-thirds of teens expressed greater negativity about tobacco; brand awareness among the teen target increased 3 percentage points.

Best Single Execution
AGENCY / CITY: Goodby Silverstein & Partners / San Francisco, CA
CLIENT: National Basketball Association with ESPN/ABC/TNT
CAMPAIGN: Where Will Amazing Happen This Year?
RESULTS: Increased viewership 10% in just two games

Best Magazine Ads by Size

SPREAD
AGENCY / CITY: BBDO New York / New York, NY
CLIENT: Armstrong
CAMPAIGN: Unreal Campaign
RESULTS: Generated 19% lift in purchase intent of Armstrong Laminate Floors

FULL- PAGE
AGENCY / CITY: mono / Minneapolis, MN
CLIENT:  Blu Dot
CAMPAIGN: Good Design
RESULTS: Blu Dot enjoyed a sales lift of 27%, far outpacing its 18% goal

MULTI - PAGE
AGENCY / CITY: GSD&M Idea City / Austin, TX
CLIENT:  BMW
CAMPAIGN: Diesel Reinvented
RESULTS: 1,463% increase in sales year over year, making the brand the top-selling U.S. premium diesel in 2009

INSERT
AGENCY / CITY: Crispin Porter + Bogusky / Boulder, CO
CLIENT: Gap
CAMPAIGN: Ready for Holiday Cheer
RESULTS: Gap's North America Stores returned to positive same-store sales for the first time since November 2007, as sales rose 1% compared to a 12% decline a year ago

An elite panel of senior-level magazine advertising clients and creative directors from leading ad agencies judged this year's Kelly Awards entries. The full list of judges can be viewed on www.KellyAwards.org. The MPA Kelly Awards Guide, a hard-copy handbook of this year's winners and finalists, is printed by exclusive Kelly Awards sponsor RR Donnelley using the latest in innovative printing techonologies and will be polybagged in the June 7, 2010 issue of Advertising Age.

The MPA Kelly Awards were established in 1982 by the MPA to honor Stephen E. Kelly, a man who devoted his career to magazine publishing.  As a former president of the MPA, Mr. Kelly promoted the concept that creative magazine advertising made the difference in sales results—a concept that became the guiding principle for the MPA Kelly Awards.