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PowerPact Wins Coveted REGGIE Award
Integrated Agency Brings Home a Silver
Richmond, Va. – April 14, 2008 – The Promotion Marketing Association (PMA) honored PowerPact, LLC, with a Silver REGGIE award at the 2008 PMA Annual Integrated Marketing Conference on April 9. The award commended PowerPact and Sony for developing a program that made the HDTV purchasing experience informative and enjoyable and helped consumers engage with HDTVs to see for themselves that Sony was the better choice.
With entries from promotion, integrated marketers, advertising/promotion agencies, manufacturers and suppliers, the REGGIE Awards are dedicated to recognizing superior thinking, creativity, execution and results across the entire spectrum of promotion and integrated marketing.
The REGGIE was awarded to PowerPact in the category of "Shopper Marketing" for its work on Sony HD Test Drive, a program designed to demystify the elusive world of High Definition. The challenge: HDTV product returns were high because consumers didn’t understand the purchase process and technical requirements. PowerPact answered that challenge with an integrated campaign that was both entertaining and educational.
As part of the program, PowerPact teamed up with personalities Samantha Bee, Jason Jones and Mo Rocca, best known for their appearances on Comedy Central’s The Daily Show. They satirized the HD confusion in an engaging Sony HD Report. This whimsical newscast poked fun in a way that was easy to understand, explained HD products, product features and how to get full HD. Sony spokespeople pro quarterback Peyton Manning and NASCAR driver Ryan Newman were also involved in the sweepstakes portion of the campaign.
"The results from the Sony HD Test Drive campaign were undisputed and impressive," said PowerPact CEO Alison Provost. "The essence of PowerPact is that we are a group of driven people who develop exceptional ideas and elevate them so they both build and deliver results, which this campaign absolutely did."
Results indicate that the campaign removed consumer confusion by nearly three-fourths and increased purchase intent for four out of five shoppers. The Sony HD Test Drive was a resounding success for Sony, retail partners and their shoppers.
About PowerPact Holdings Group
PowerPact Holdings Group is a new breed of marketing company that focuses on consumer behavior in today’s dynamic consumer–led world. Our companies, TouchStorm and PowerPact, are devoted to innovating breakthrough approaches, tools and technologies to help brands gain access to the consumer’s coveted space.
PowerPact Holdings Group is an independent, employee-owned and certified woman-owned company.
Its footprint reaches 15 U.S. cities with offices in New York, Dallas and Richmond, Va. Clients include General Mills, Sony, P&G, FUZE, Land O’ Lakes, Mott’s, IKEA, Capital One, American Diabetes Association and Susan G. Komen for the Cure.