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Upwards of 750 top healthcare marketing and communications execs attended the 2008 Awards, held at New York's glamorous Tavern on the Green on the evening of October 30. The MM&M Awards recognize exceptional creativity and marketing effectiveness in healthcare across 24 categories, as determined by an independent panel of judges representing all sectors of the industry.
This year Elite Marketing Communications, the marketing arm of the Award-Winning production company, Elite Business Productions in Orlando, was brought in by the Healthcare giant Siemens Healthcare USA, to launch their MAGNETOM ESSENZA, the most affordable, all new 1.5T MRI system designed specifically to help bring a high quality, life saving diagnostic tool to smaller community hospitals.
The Elite Solution? Leverage the growing popularity of the internet viral video and voter-driven pop culture, to launch an online video competition, whereby Community Hospitals would create a video and drive their communities to vote for a chance to win a new MRI.
The MM&M judges chose Elite over notable heavyweights, BBDO, Anderson DDB and MRM Gillespie, saying the campaign was, "A terrific idea, executed with real heart, engaging key customers and communities, meshing TV, online and more", another added, "Highly innovative, they engaged the community around the market niche."
Siemens invited 1,800 Community Hospitals with fewer than 180 beds and no installed MRI to create a two minute video to be posted to www.WinanMRI.com, and then it was up to the community to vote for the hospital they felt most deserved the $800,000 MRI gift.
The website along with other traditional advertising created an enormous buzz, with over 2.7 million page views, 1.4 million votes, along with 4,662 media placements not to mention booked sales for the new MAGNETOM ESSENZA well beyond projections.
The award for Best Total Integration for Large Companies, recognizes and rewards the best use of different media for a single campaign for maximum measurable effect for client companies with more than $5 billion in US Sales.
"Siemens Healthcare gave us an amazing opportunity to brand and market a truly unique and needed product", said Jeff Campese, Partner and Creative Director for Elite, "this was our first opportunity to partner with Siemens Healthcare from branding to delivery, and we are thrilled to be recognized along with the dynamic team at Siemens and look forward to many more successful campaigns in the future."
Elite is also announcing more big news this month with a merger, between Elite Marketing Communications and Red Rocket, Inc, a long time creative powerhouse also based in Orlando. The new company will literally "launch" in December and with fly under the banner Red Rocket Studios, Inc. (www.RedRocketStudios.com)
