The Web Marketing Association is proud to present this 2020 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Transportation Integrated Ad Campaign
COVERING EVERY DIRECTION
THE TARGET:
RacerX subscribers who travel to motocross competitions. This is an elite demographic, who have disposable income and a true passion for the sport of motocross.
THE CHALLENGE:
Drive new AirMedCare Network Fly-U-Home memberships from RacerX sites. The audience does not have an AirMedCare Network membership and may have little to no prior knowledge of AMCN or Fly-U-Home.
Although Motocross athletes know the risks of their sport, they don’t always want to think about the “what-ifs”. We need to positively make them aware that a Fly-U-Home membership can benefit them by giving them control of where they recover in case they’re hospitalized from an injury at a race or event.
THE ANSWER:
Kick start a complete digital pilot test program to run for 4 months, July – October.
Create a consistently designed digital series, including an interstitial, website skin, email blast, banner ads, social media posts, podcast scripts, Fly-U-Home digital magazine spread and AMCN branded program spread.
THE WORK:
The team put together a pilot program that authentically connected with the RacerX audience, and established AMCN as a brand that understands motocross riders. Using a limited-time $10 off new membership promotion, we created awareness around the Fly-U-Home membership, enticed prospective members, and created a sense of urgency.
On all deliverables, we combined a mix of strong, eye-catching and exciting motocross racer and medical flight lifestyle imagery with clear and impactful copy. This is a fast-paced sport, and the audience needs to get to the point instantly.
Contributors:
| Executive Creative Director: | Kris Geist |
| Global Creative Director: | Christine Cucuzza |
| Associate Creative Director: | Nicole Stevens |
| Senior Copywriter : | Colleen Zajac |
| Art Directors: | Justin Hale and Andréa Forsythe |
| Traffic Manager: | Danielle Mishkit |
| Senior Director: | Simon Cirasa |
| Senior Director, CX Strategy: | Tracy Mueller |
| Account Directors: | Amy Lemonte and Trela Williams |
| Associate Strategy Specialist: | Kathleen Petro |
ZETA GLOBAL
Location: United States
About the Agency:
We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.