Undertone Named Finalist for OMMA Awards

| Awards

Exciting news! Three of our campaigns have been selected as finalists for the 2017 OMMA Awards!

The OMMA Awards recognize agencies and marketers who exemplify excellence in digital advertising. An OMMA Award is an industry honor and a testament to pushing the envelope in digital communications.

Our nominated campaigns are:

Garmin, in the Rich Display Media: Single Execution Category.

Garmin tapped the team to develop creative for a campaign around its new health and fitness tracker, the vívoactive GPS smartwatch. The objectives of the campaign were to drive consumer engagements with Garmin vívoactive brand messaging and increase site traffic leading up to Father’s Day in the hopes of inspiring customers during an ideal gift-giving time. Undertone developed beautiful, custom creative with our proprietary, digital high impact, full-page takeover ad format. The unit facilitated and motivated user engagement with interactive elements like hotspots and a carousel. The ad format drove significant results with in-unit engagement, performing well above benchmarks. The campaign drove nearly 115,000 consumers to the site to “buy now.” The high impact, full-page takeover unit used for the Garmin campaign included a CTR of 3.7% along with a 26.6% rate of engagement. These results far surpassed the original benchmarks included in the proposal for the campaign and far exceeded Garmin’s expectations.

Burt’s Bees, in the Fashion/Beauty/Cosmetics Category.

Burt’s Bees was ready to add some color to the world with their new shades of lipsticks. The beauty brand wanted to get the word out about their wide selection of new shades and give consumers the chance to do something they can’t do at the makeup counter—try on every color. They hoped to drive awareness with open-minded, health-conscious females who aren’t afraid to be adventurous when it comes to their lives and their beauty brands. Inspired by the brand aesthetic and target audience goals, our creative team worked to design a unit that would answer the consumers’ question, “How does this shade look on me?” To do this, the team created a full-screen mobile unit that was bright, whimsical, and honeycomb-inspired, and featured selfie functionality. While in the unit, the user was able to take or upload a selfie and try on any of the lipstick shades. After finding and snapping their perfect look, the user could show off their shade by sharing the picture on their social channels. The unit delivered in full with over 8.5MM impressions and an overall CTR of 6.28%—well above the benchmark of 4.92%. The campaign drove nearly 1,400 uploads and over 11,000 photo manipulations. The campaign delivered on the brand’s original KPIs with creative that let users find their perfect shade, share it with the world, and have fun doing it.

New York Lottery, in the Mobile: Integration Cross Platform Category.

New York Lottery was looking to promote Champions of Cash, a sports-themed, three-dimensional game for the lottery. They had three goals: create awareness of the new lottery ticket, educate consumers on how to play the ticket and the games within the app, and drive app downloads. NYL chose Undertone as a partner for our award-winning creative and proprietary technology. Our creative team designed and built two high impact units and one Facebook canvas ad. The first high impact unit was cross-screen and full-page, featuring coins bouncing around a basketball court; users could toggle between the basketball court, a baseball stadium, and a video spot. The second unit was a high impact, mobile-only unit that gave users a full 360 degree view of four sports arenas when they panned their devices—the CTAs allowed users to download the app. We then re-targeted users on Facebook with a custom Canvas unit, which educated users on how to purchase a ticket. The cross-screen high impact unit drove over 88k people to the site with a CTR of 4.44%. The mobile unit drove over 1MM interactions. The Facebook canvas had a 17.8 second time spent and .32% CTR. The combination of the three units achieved the brand’s KPIs with creative that told the brand’s story in an engaging and effective way.

To see more of our Creative That Works, check out our campaign gallery.

Ilana Greenberg

Ilana Greenberg is the Brand Marketing Content Coordinator for Undertone. In this role, she provides the copy, content, and social media posts for Undertone's global offices. She has worked as a writer and editor since graduating from Washington University in St. Louis.

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