Awards for last year’s best promotions

So far, no answer existed to the question of what was or what is going to be the best promotional campaign of the year in the FMCG sector. This is why the award ceremony of the “Most successful promotion of the year 2008” organised by Trade magazin attracted so much attention. The ceremony was held in Novotel Budapest Congress Hotel, on 16. April in the presence of nearly one hundred guests. MekkoraPrint presented its photo-printed textiles using a comfortable armchair. These can be used to convert any piece of clothing, or furniture into a promotional tool. Guests received a book from Bemis Hungary Kft., which describes the creative uses of the vinyl foil distributed by them. Branaldi demonstrated the fact that practically any kind of display can be produced from paper. A number of creative in-store tools were presented at the stand of POS Almási. Promotional campaigns conducted between 1. November 2007 and 31. October 2008 could be entered for the competition, while success was rated by a panel composed of the representatives of retail chains. Creativity and effectiveness were rated by a jury of experts. Nielsen provided the market research background for the competition, including an interview conducted specifically for the event on a sample of 146 subjects. Before the award ceremony, five presentations were held. Krisztián Németh from Nielsen spoke about methods available for in-store surveys and analysis. Eszter Melisek also from Nielsen brought real life examples to illustrate how such methods work. Viktor Krencsey, representing Branaldi Kft talked about the innumerable possibilities for creating displays from paper in all sizes and quantities. Attila Sándor, managing director of Bemis Hungary Kft demonstrated how many exciting possibilities exist in vinyl like the MacTac foil. The survey conducted to identify the most successful promotion of 2008 was presented by Éva Nevihostényi, marketing director of Nielsen. POPAI Magyarország presented a special award in the form of a traditional Hungarian bow and arrow to Petra Korda, customer marketing manager of Unilever Magyarország Kft for the Kitchen of Fresh Ideas Multibrand Program. A special award from Trade Marketing Klub was handed over by the three founders, Ágnes Csiby Ágnes, Zsuzsanna Hermann and Ildikó Kátai. The enormous marzipan cake and two membership cards went to Adrienn Horti-Dávid, category communication specialist from Wrigley Hungária Kft for the introduction campaign of Orbit Envelope. The Trade magazin special award went to the Professional Birthday prize game campaign conducted by Profi Magyarország Zrt. The bronze medal winner in the food category was FrieslandCampina Hungária Zrt. with its Pöttyös warehouse consumer promotion, while Lauritzen Instore Kft won a bronze in the beverage category with its “The impossible has become possible” campaign conducted for Coca-Cola Zero. The silver medal in the food category went to Ferrero Magyarország Kft. for the Kinder Úticélozz campaign, while Coca-Cola HBC Magyarország Kft. received a silver medal in the beverage category for its Coca-Cola Loyalty Campaign 2008 activity. In the non-food category, Trade 90 Kft received a silver medal for its STR8 consumer promotion. Unilever Magyarország Kft received the gold medal in the food category for its “Cook 8 playgrounds” promotion. Heineken Hungária Sörgyárak Zrt. finished in first place in the beverage category with its „Big Soproni Numbers Show” campaign. In the non-food category, Reckitt Benckiser Magyarország Kft. received the gold medal for the „Stainless donation” campaign. Presentations by representatives of the gold and silver medal winners will be published in our June and July editions.