LOS ANGELES, CA--(Marketwire - Oct 10, 2012) - The Direct Marketing Association (DMA) recently announced its 2012 Innovation Award winners. RAPP, a leading multichannel marketing agency network, took top honors, besting fellow nominees in the Mobile Marketing category for its work on the 2012 Toyota Camry launch.
The DMA Innovation Awards were established to "recognize the innovative advances being made in marketing technology. Innovation can be in the form of new-to-market offers, standing solutions addressing complex business problems, market-leading solutions, or some new approach altogether that improves the efficiency or effectiveness of the programs." The distinguished panel of judges selected winners based on the work's innovation, impact on future technology and influence on the marketing community.
The launch of the 2012 Camry was one of Toyota's biggest, most important vehicle launches in the past decade. Totally redesigned to fit a driver's 21st-century life, the Camry introduced new technology that connects drivers not only to the road, but the world around them. To demonstrate this idea, the creative resulted in a breakthrough smartphone-enabled experience. What was a traditional, two-dimensional direct mail piece became an interactive, immersive multichannel experience that brought each page to life.
"We were thrilled with the outcome of this project. This simple direct mail piece was anything but. It elevated what could have been a traditional experience into an exciting new realm. And by extension, it showcased the Camry in a way Toyota had not envisioned," said Nicholas Platt, SVP Executive Creative Director at RAPP Los Angeles.
"The Toyota Camry: It's Ready. Are You?" campaign can be viewed in its entirety at www.toyota.com/areyouready.
"It's really gratifying to be recognized by the DMA and to be honored with our peers," Platt continued. "We believe the work was as inspired as the Camry itself -- and represents the RAPP commitment to innovation and creativity."
RAPP (www.rappusa.com) is one of the world's leading multichannel marketing agency networks. RAPP creates brand experiences that change how people think, talk, act and feel about brands. These experiences utilize traditional, digital, social and mobile media, as well as new technologies and invented media. The network is comprised of more than 50 offices in 30 countries. RAPP is a part of Diversified Agency Services, a division of Omnicom Group Inc.
About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.
About Omnicom Group Inc.
Omnicom Group Inc. (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.