The Web Marketing Association is proud to present this 2010 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.

IMC2
DIET COKE RED DRESS

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Best Advocacy Integrated Ad Campaign

Diet Coke teamed up with the Heart Truth to increase the awareness that Heart Disease is the number one killer of women. In doing so, Diet Coke developed a truly holistic and integrated effort that was supported heavily both offline and online. The online initiative was supported with digital advertising, a dedicated site that offered education, advice, sweepstakes, and reward point donation. The Red Dress Online initiative leveraged the core brand equities and focused on enhancing the consumers’ positive perception of the brand by promoting that DKO is a brand that truly cares. The digital platform was the anchor for the initiative and expanded the offline TV and Print communication, and linked the in store efforts to integrate the overall campaign for maximum impact. While grounded in style and sophistication, added emphasis on the partnership and cause “shows how a well-known brand can take up a worthy cause with style and prove that good taste comes from the heart.”

Contributors:

Art Direction/Design: Leo Van Korzycki
Art Direction/Design: Rey Nungaray
Copy: JD Sparks
Strategy: Malinda McFarlane
Technology: Troy McDougald
Technology: Rahul Purini
Information Architecture: Raina Probts
Media Intregration : Uyen Vo
Media Intregration : Charlie Gill
Group Creative Director: Michael Piekarski

IMC2

Location: USA