- June 16, 2011
- Posted by:
Nicole Cornwell, 617-986-5014
Agency Shows Expertise in Digital Shopper Marketing with Gold Effie for Gillette Fusion/Madden and Bronze Effie for Febreze Home Collections
TAMPA, FL – June 16, 2011 – Triad Retail Media announced today that it has been named a supporting agency in two Effie Award-winning campaigns in the “Shopper Marketing – Manufacturer” category. The agency won a Gold Effie for its work on the Gillette “Fusion/Madden – Look Your Best. Play Your Best.” campaign and a Bronze Effie for its work on the Febreze “Home Collections Launch” campaign. Triad worked with Saatchi & Saatchi X on the development and execution of both campaigns. The Effie Awards have been recognized by advertisers and agencies globally as the pre-eminent award in the industry since 1968.
“Fusion/Madden – Look Your Best. Play Your Best.”
A new category for this year’s NA Effie competition, Shopper Marketing, awarded campaigns that best demonstrated how they effectively connected with the shopper, influenced them along the path to purchase, and inspired them to become a buyer. Winners in the category include:
Gold – Gillette Fusion/Madden – Look Your Best. Play Your Best.
The Madden NFL campaign at Walmart leveraged relationships with NFL and EA Sports brands to stimulate growth for an established brand, Gillette Fusion. As a result of the campaign, Fusion razor sales at Walmart surged 5% while sales everywhere else declined.
Bronze – Febreze Home Collections Launch
The launch of Febreze Home Collections at Walmart elevated the perception of Walmart as a destination for premium air-care items by mimicking ways that customers engage with those products in specialty stores. As a result, the campaign propelled Febreze from the #3 position in the air-care category to #1.
For both campaigns, Triad was tasked with building interactive brand-specific pages for the “In Stores Now” section of Walmart.com. As part of online media programs, these sites offer videos, tips, games, coupons and more to reach, target and engage visitors when they’re in the shopping mindset.
“We’re honored that Triad Retail Media has been recognized as a critical element of these Effie Award-winning campaigns,” said Greg Murtagh, CEO of Triad Retail Media. “At Triad, our focus is not just on advertising, but on how retailers and brands can turn shoppers into buyers. Winning both gold and bronze in the Shopper Marketing category is a great testament to the work we do and the benefits of reaching customers at vital points along the path to purchase.”
About The Effie Awards
The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand’s success. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, the Euro Effie, the Middle East / North Africa Effie and more than 40 national Effie programs. For more details, visit www.effie.org. Follow @effieawards on Twitter for updates on Effie information, programs and news.
About Triad Retail Media
Founded in 2004, Triad Retail Media (www.triadretail.com) is the market leader in creating, managing and operating digital retail media programs for highly trafficked retail websites. Triad’s unique approach to retail advertising provides upside for retailers, brand advertisers and shoppers. Contextual and relevant advertising provides a much richer online shopping experience while giving brands the opportunity to engage shoppers while they’re making purchase decisions. This custom advertising approach goes far beyond the banner and standard ad networks.
Triad Retail Media’s leading retail clients include Walmart, eBay, Toys“R”Us, CVS, Sam’s Club, Dell and many other notable retailers. The company was recently named one of the fastest-growing private companies in the U.S. by Inc. magazine. Headquartered in Tampa, Florida, Triad employs more than 265 people in six offices nationwide.