SOURCE: eStara

October 01, 2007 10:08 ET

eStara Takes Top Prize in SIA's 2007 Summit Marketing Effectiveness Awards

Viral Campaign for Opel Named Best in Consumer Product Category

RESTON, VA--(Marketwire - October 1, 2007) - eStara, the leading provider of proactive conversion solutions for enhancing online sales and support initiatives, has been named a "Best Of" winner in the consumer product category of Summit International's (SIA) 2007 Summit Marketing Effectiveness Award competition for their work with Opel Prepare Your Hair campaign.

The Summit MEA is a global competition based on the premise that the goal of marketing communications is to change, influence or reinforce a target audience's knowledge, attitudes, or beliefs. After careful review, SIA judges have recognized eStara for helping Opel, a subsidiary of General Motors, to accomplish exactly that with a two-part, cross-channel marketing campaign that introduced a new convertible to a very specific target audience.

"Distinguishing between creativity and effectiveness is a difficult task. The eStara-powered Opel campaign struck the right note on both counts, creating a memorable marketing campaign with incredible returns," said Jocelyn Luciano, executive director for the Summit Awards.

The campaign was divided into two key parts: first, Opel emailed target addresses in its database, asking recipients to supply their phone numbers in order to be entered into a sweepstakes. Next, customers were greeted with a second email providing a link to a Web site with a comedic three-minute movie, personalized with their names in one scene. Moments later, when a character in the film is seen dialing a phone, the consumer's own phone rang, with a 30-second message from the character inviting the consumer to test drive the new car. eStara Click to Call powered the voice application.

Next, Opel leveraged its existing monthly newsletter list of 80,000 consumers, and created an email to invite people to take part in a special event, noting that to participate, a cell phone number was required. The company used language that was both in line with the car's brand, and that matched the overall experience of the campaign. Fifteen thousand recipients accepted the initial offer.

In the first few days of the campaign, Opel received 900 to 1,200 calls an hour -- with more than 450,000 people receiving voice messages overall -- and resulted in more than 12,000 people opting into Opel's monthly newsletter.

"It is an honor to be recognized by SIA for our work with Opel on this innovative marketing campaign," said John Federman, CEO of eStara. "Recognition like this underscores what eStara has known for some time: voice remains a powerful marketing tool. As the Opel Prepare Your Hair campaign demonstrates, behind the scenes Web technology like click to call can be used creatively and effectively to strengthen customer relationships and drive revenue."

About the Summit International Awards

The Summit International Awards organization is devoted to furthering excellence in the communications industry. It administers rigorous award competitions throughout the year with the goal of recognizing companies and individuals that do more than what is expected.

Throughout its fourteen-year history, the organization has established itself as one of the premier arbiters of communication excellence. Companies and individuals from more than 50 countries across five continents participate annually in its awards programs. The organization conducts three awards each year: Summit Creative Award, Summit Emerging Media Award and Summit Marketing Effectiveness Award. Additional information about the Summit International Awards and its competitions is available at

About eStara:

eStara is a leading provider of proactive conversion solutions for enhancing online sales. The world's most recognized brands -- including Continental Airlines, DaimlerChrysler, Dell Financial Services, and -- leverage eStara's OnDemand services to engage customers with the right form of contact at the right time to increase revenue, reduce website abandonment and improve customer satisfaction. eStara is a wholly owned subsidiary of ATG (Art Technology Group, Inc.) (NASDAQ: ARTG). For more information, visit

This press release contains forward-looking statements for purposes of the safe harbor provisions under The Private Securities Litigation Reform Act of 1995. Further details on these risks are set forth in ATG's filings with the Securities and Exchange Commission. These filings are available free of charge on a website maintained by the SEC at Additional risk factors related to the subject matter of this press release include: the possibility that eStara's product and service deployments will not be successful, on time or significantly enhance the user's Internet experience; the need to adapt to rapid changes so products and services do not become obsolete; the possibility of errors in eStara's software products and services; the possibility that eStara's offerings will not enhance its customers' online sales or otherwise provide the expected benefits to its customers; and the possibility that eStara's product strategy may change in the future. eStara and ATG undertake no obligation to update any of the forward-looking statements after the date of this press release.

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