Santa Monica, Calif., Sept. 23, 2008 – The Interactive Advertising Bureau (IAB) today announced that RPA, a leading independent advertising agency, won two Marketing and Interactive Excellence (MIXX) Awards for interactive marketing. The MIXX Awards is the only competition that evaluates all key facets of the marketing campaign, including strategy, creative development and execution, media placement and integration, effectiveness and ROI.
RPA was awarded Gold Category for the Honda Certified Used Cars "Custom Search Program" and for the "Honda Civic Tour: Panic at the Disco" widget.
RPA and Honda created a geo-segmented "Custom Search Program" to augment sales of certified used cars. The program tailors creative to the vehicle and location of the shopper and used a key word bidding system based on geography. Through a partnership with Yahoo! and Google, used-car shoppers were directed to custom co-branded microsites that provided listings based on location, model and year of interest. Millions visited the co-branded microsites. Campaign optimization delivered a 226 percent lift in site visits, and sales increased 13.9 percent in the first eight months during the first year of the program.
Honda partnered with RPA to develop the Honda Civic Tour "Panic at the Disco" widget, an interactive application offering exclusive content that increased brand and tour awareness. Fans could easily grab the widget from Google and the Honda Civic Tour Web site and post it on their favorite social networks, which were viewed more than 4.7 million times. The application engaged users and activated viral movement online.
RPA is committed to media innovation. "Capturing top honors for search and widget development is extremely gratifying. It demonstrates our dedication to going beyond the expectations of a full-service agency," said Mike Margolin, VP, Director of Interactive Marketing.
To view the 2008 MIXX Awards Gallery, visit: http://www.mixx-expo.com/2.8/awards_gallery_2008.aspx
About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA?s client list includes American Honda, both the Honda and Acura brands, La-Z-Boy, Mandalay Bay Resort and Casino, Pharmavite?s SOYJOY and PENTAX Imaging Company, and it is the media planning and buying agency for Metro-Goldwyn-Mayer, Lenox Financial Mortgage and Reily Foods. For more information, visit http://www.rpa.com.