SOURCE: Harte-Hanks


June 28, 2011 13:25 ET

The Agency Inside Harte-Hanks & Clients Hyundai Motor America and Sony Electronics Honored With "Benny" Awards

Industry Awards Honoring Excellence in Direct Marketing by Philadelphia Direct Marketing Association

YARDLEY, PA--(Marketwire - Jun 28, 2011) - The Agency Inside® Harte-Hanks (NYSE: HHS) (, a multichannel relationship marketing agency, announced today that the results of its partnerships with Hyundai Motor America and Sony Electronics were honored by the Philadelphia Direct Marketing Association (PDMA) for excellence in direct marketing. The awards were presented at PDMA's Benjamin Franklin Award (or "Bennys") Celebration at the Adventure Aquarium in Camden, NJ.

The Agency Inside and Hyundai Motor America were awarded a Benny in the Multi-Media - Acquisition - Offer to Purchase category for their 2011 Hyundai Sonata Campaign entry. In a recovering marketplace where the challenge was to make consumers feel confident in the financial leap to purchase a new vehicle -- specifically a Sonata -- the campaign's objectives were three-fold: 1) drive targeted audiences to the dealership for a test drive, 2) guide targets to find out more by visiting Hyundai outlets online and 3) encourage new and existing fans to share information about the car within the brand's social network presence.

Following pre-launch awareness promotions at car show events, the campaign consisted of three waves of emails to owners, hand-raisers and prospects, and Facebook posts. Given rising fuel costs and a stagnant economy, headlines called out to Sonata's dual benefits of economy. Later in the year, Hyundai launched a novel campaign for its Sonata 2.0T Turbo model using the same two tactics plus direct mail. The Sonata Turbo leveraged a broad media campaign that highlighted the "Turbo Moment" for which creative likened the Sonata to an amusement park thrill ride. As a result, the campaign significantly increased sales for each model, as well as overall Hyundai car purchases as of March 2011.

"The 2011 Sonata has been one of our most successful vehicle launches in Hyundai Motor America's 25 year history," said Woojong Kim, senior manager at Hyundai Motor America. "We greatly appreciate The Agency Inside for their execution of an integrated campaign that has been instrumental in bringing new acquisition customers to the Hyundai brand."

The Agency Inside Harte-Hanks and Sony Electronics were awarded an Honorable Mention in the Multi-Media - Acquisition - Offer to Purchase category for their 2010 Holiday Campaign entry. This campaign set out to break through the holiday mail clutter, speak to multiple comfort levels of consumers and set Sony apart from other 3D manufacturers. The executed strategy was a multichannel, multi-touch approach that included a mailed catalog, digital catalog, newspaper FSIs, eFSIs emails and mobile QR codes. Moreover, the pieces emphasized time-sensitive offers and utilized bold, vibrant visuals to drive consumer engagement. The holiday campaign was successful with attributable sales exceeding 28% and a CPM that was reduced by 47% over the same period the previous year.

"We are both proud and fortunate to work with outstanding clients and brands such as Hyundai and Sony. These two companies represent the 'best of the best' in terms of their commitment to leveraging insights about their customers to create brand experiences that consumers value and which generate measureable impact for their company," said Jeannine Falcone, managing director, The Agency Inside Harte-Hanks, and vice president, Harte-Hanks. "A successful multichannel relationship marketing campaign can truly connect brands with their customers. We are glad to help make that happen for Hyundai and Sony by developing creative, result-oriented programs that are both innovative and effective."

A complete list of the 2011 Benjamin Franklin Awards from the PDMA are posted here:

About Harte-Hanks®
Harte-Hanks, Inc. is a worldwide, direct and targeted marketing company that provides direct marketing services and shopper advertising opportunities to local, regional, national and international consumer and business-to-business marketers. Visit the Harte-Hanks Website at or call (800) 456-9748.

The Agency Inside® Harte-Hanks is a full-service, multichannel relationship marketing agency specializing in direct and digital communications. With award-winning strategy, creative and implementation services, The Agency Inside helps marketers within targeted industries understand, identify, and engage prospects and customers in their channel of choice. Recognized and respected as a market leader for many decades, it is our mission to deploy world-class, insight-driven, multichannel relationship marketing programs that address each client's acquisition, cross-sell, retention and loyalty needs.

This document may contain trademarks that are owned or licensed by Harte-Hanks, Inc. and its subsidiaries, including, without limitation, Harte-Hanks®and other names and marks. All other brand names, product names, or trademarks belong to their respective holders.

Contact Information

  • Media Contact:
    The Agency Inside Harte-Hanks
    Morayea Pindziak
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