DWA Media & Konica Minolta scoop Computing Award for Technology Advertising Campaign of the Year

Published 12th November 2008

Date: 10/10/2008

DWA Media has won the prestigious Computing Award for Technology Advertising Campaign of the Year, in recognition of its brand awareness campaign for Konica Minolta.

Superstar footballer Ronaldinho fronted the £1.4 million campaign to promote Konica Minolta’s multi-function printer range. DWA’s extensive independent research before the planning stages enabled Konica Minolta to minimise wastage while reaching a particularly broad target audience – of all business influencers and IT decision makers across varying company sizes.

“Measurability is always the big challenge with a pure brand awareness campaign,” said Stuart Giddings, Media Director at DWA. “By conducting comprehensive pre-and-post awareness research, we were delighted to be able to demonstrate that, by the end of the campaign, the number of respondents who had heard of Konica Minolta had risen to an all-time high of 92% of primary decision-makers and 95% of influencers.”

“DWA’s knowledge and expertise of the business equipment markets have been fundamental to the success of our branding campaign,” added John Howard, Marketing Director at Konica Minolta. “Their clear understanding of the brief and the speed with which they grasped this, together with the strong research and analysis skills they brought to the project, led to the very positive results on a national scale.”

The print and online campaign ran from January to April 2008, across national press
main news sections and business supplements, business publications, relevant IT publications and websites, and in selected vertical media, in areas such as Legal and Finance. This is the third year that DWA Media has been working with Konica Minolta. The current campaign, running from September 2008 to March 2009, will incorporate YouGov’s BrandIndex research to track further advances in awareness.