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Fairfield, Iowa hawthorne direct, the direct response TV advertising agency, recently won their first Zephyr Award for the Evinrude E-TEC (in conjunction with Crammer-Krasselt and Group Mojo) Infomercial produced for Bombardier Recreational Products US, Inc.
"We are thrilled to add our first Zephyr Award to our display case and look forward to receiving more in the future," said Timothy R. Hawthorne, founder, chairman and executive creative director of hawthorne direct. Evinrude E-TEC Infomercial Description:
This Infomercial introduces a new and advanced outboard motor from Evinrude that is faster, tougher and needs less maintenance than other leading outboards. The objective was to create a documentary-style Long Form advertisement that highlights the design advantages of the new Evinrude E-TEC two-stroke engine. It compares the new E-TEC to the competition in head-to-head comparisons including a drag race between the Yamaha and Mercury 225 engines against the 225 E-TEC. The composition features beautiful footage from speeding boats and overhead shots from a helicopter.
The Zephyr Awards reward advertising for its persuasive power rather than simply its looks or cleverness. Judging is based on the advertisements ability to convince people to change their behavior rather than relying solely on criteria like creativity and visual appeal. This unique focus has resulted in a different approach to selecting judges. In addition to industry professionals, judges may include a high school student, college student, homemaker and blue collar worker.
Most advertising competitions look at what advertising professionals enjoy about their business, instead of what achieves a clients objectives in the marketplace, said John Michelet, president of Ad-Power, Inc., and founder of the Zephyr Awards. The Zephyr Awards are outward-focused, looking at the factors that motivate prospective customers to purchase a product or service.
While theres nothing wrong with advertising thats entertaining or unusual, those are not the reasons advertisers invest money in advertising. They advertise because they want to change the minds of target customers, and get them to make a purchase.
The Zephyr Awards are focused on rewarding advertising that achieves these objectives. The Zephyr Awards hold advertising professionals accountable for serving the interests of their clients.
hawthorne direct is a full-service direct response advertising agency, specializing in creative and production, Long- and Short-form media buying, telemarketing/fulfillment management and integrated marketing. hawthorne is celebrating 20 years of excellence in direct response television. The agency is a founding member of the Electronic Retailing Association (ERA) and valued member of the Direct Marketing Association (DMA) and the DMA Broadcast Council.
For more information about hawthorne direct please see www.hawthornedirect.com <http://www.hawthornedirect.com/> .
