Best Use of Research/Measurement 2008

Recognizing the most effective use of research and evaluation in both setting aims and measuring success for a campaign. Judges sought evidence of how research among target audiences was used to help set the objectives and strategy, and of an effective media evaluation, and how it was used to measure the effectiveness of the campaign against those goals

Winner
Carmichael Lynch Spong and Trane: Bringing the Value of Clean Indoor Air into Focus: The Trane CleanEffects Story

The challenge for Trane and Carmichael Lynch Spong (CLS) was not an easy one. To effectively launch the Trane CleanEffects air cleaning system and tout its benefits, the company and agency basically had to make the invisible visible.

But that wasn't the only obstacle. This was also a young product category filled with competitors announcing similar products, while most consumers were virtually unaware of the possible indoor air quality (IAQ) issues in their homes.

Trane used primary and secondary research in planning and executing the initial launch and continued promotion of CleanEffects. It provided multiple proof points from which to engage consumers, health professionals, and the media. Well aware of the consumer's desire for third-party input, Trane commissioned three independent research facilities to put CleanEffects to the test, including Harvard professors working at Environmental Health & Engineering; LMS Technologies; and professors working at a university in the Northwest.

The agency then set out to educate and engage top health influencers and air-quality experts as credible third-party advocates for the product using health influencer engagement, one-on-one influencer education, a partnership with the Allergy & Asthma Network Mothers of Asthmatics, and testimonials from beta families who installed
the product in their home.

It also used a People cover wrap that was distributed to nearly 3,500 allergist offices to reach doctors and consumers.

CLS also executed a national media relations campaign about IAQ issues and CleanEffects as a consumer solution. It sent media kits to both national and targeted local media that included an animated "flip book," which made invisible particles and allergens visible. A local SMT was also executed.

The effort generated nearly 100 million gross media impressions covering IAQ issues or featuring Trane, including placements such as Better Homes & Gardens, Absolute, Hamptons, Cooking Light, Real Simple, Health, the Weather Channel, ABC Radio, and XM Satellite Radio.

Trane CleanEffects also claimed a 56% earned media share-of-voice in the HVAC (Heating, Ventilating and Air Conditioning) category and a 95% share-of-voice of media coverage versus all clean air rivals.

Web traffic to the site also went up. The number of visitors to Trane.com in 2007 increasing by double digits over 2006.

"[It was an] excellent and innovative entry [that showed] creative use of research to inform all program aspects," noted one judge. "Research was the driving force for the program," added another. "It drove the execution and measurement of the program."

Honorable Mention
Scholastic: The Kids and Family Reading Report and Summer Reading Buzz!



After a 2004 National Endowment for the Arts report revealed that literary reading was in decline, Scholastic felt it had to act. A year later, it teamed with research partner Yankelovich to examine the reading behaviors and habits of kids and their families in the US through a study it conducted in early 2006. Armed with the results, Scholastic took an existing national consumer-driven campaign, Scholastic Summer Reading Buzz (SRB), and refocused it around helping kids ages 8 and up find books they want to read. In 2007, it launched the Summer Reading Buzz! campaign. SRB has generated more than 225 million media impressions nationwide and helped boost sales at Scholasticstore.com by 1,288% compared to the same time the previous year. "Scholastic hadn't drawn conclusions before the research was conducted," noted one judge. "The research findings truly drove the direction and was pulled through the measurement."

Finalists 2008
Burson-Marsteller and Hormel Burson-Marsteller Mom-fluential Research Drives Word of Mouth for Launch of Hormel Oven Ready
CKPR and Johnson Controls Johnson Controls Energy Efficiency Indicator
Carmichael Lynch Spong and TRANE Bringing the Value of Clean Indoor Air into Focus: The TRANE CleanEffects Story
Scholastic The Kids and Family Reading Report and Summer Reading Buzz!
Context Analytics-Text 100 and Cisco An Earnings Evolution - Elevating Cisco's Earnings Messaging to a Higher Plane

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