Websites and interactive marketing projects catering to the user preferences of older adults dominated the 2007 ADDY Awards February 26.
Immersion Active, the only Internet marketing firm in the United States focused on the mature markets, won the coveted Best of Show honor and one of four Judge’s Awards.
“Mature consumers are the Web’s largest and fastest-growing constituency,” David Weigelt, Immersion Active partner and marketing strategist, said. “Being awarded for our work, which targets adults aged 50-plus, validates our expertise and the vitality of these groups online.”
For its elegant design and functionality, Immersion Active received Best of Show for the Virginia Opera Association Web site’s 2006 Season introductory animation. In 2005, Immersion Active received the Best of Show award for the Virginia Opera Association’s overall Web site.
The judges said the site made them want to go to the opera, which was the best thing we could hear, Jonathan Boehman, Immersion Active creative director and partner, said. For this site, we were charged with appealing to younger audiences without alienating the association’s core 50-plus audiences. This award shows that an engaging balance can be struck between user-friendly elements and rich interactive experiences.
Immersion Active was honored with a Judge’s Award for the Triple Creek RanchÍs Web site. Judge Colleen Stubbs said this site was the most captivating.
It brought me into the Web site. And then it was friendly. It was beautiful. It was easy to navigate. I found the information I wanted. I felt all of that was deserving of a JudgeÍs Award, she said.
Weigelt was honored to receive the award, and said designing and developing the site was a challenge.
We had to capture the essence of a place whose charm is hard to communicate just through photographs. We created a mood for viewers of this site, which allows them to see themselves in the imagery, David Weigelt, Immersion Active marketing strategist and partner, said. We told the story of Triple Creek, and that is what made this site resonate.
Immersion Active was also awarded three Gold ADDY awards and four Silver ADDY awards for its work for the Virginia Opera Association, Triple Creek Ranch, and JG Black Book of Travel.
Immersion Active’s Gold ADDY awards (listed by category and project) are as follows:
- Interactive media (website, consumer HTML/other): Triple Creek Ranch website
- Elements of advertising (animation or special effects, Internet): Virginia Opera 2006 season intros
- Elements of advertising (animation or special effects, Internet): JG Black Book of Travel website intro animation
Immersion Active’s Silver ADDY awards (listed by category and project) are as follows:
- Interactive media (online e-mail/e-card): JG Black Book of Travel e-mail template
- Interactive media (online mini/micro site): AARP interactive map
- Interactive media (website, consumer HTML/other): JG Black Book of Travel
- Elements of advertising (animation or special effects, Internet): Triple Creek Ranch intro animation
The ADDYs are the advertising industry’s largest and most representative competition, attracting more than 50,000 entries at the local level. The local competition is the first step in a three-tier national competition conducted annually by the American Advertising Federation (AAF). Once honored with an ADDY, entries compete in one of 14 District competitions, and then advance to the national ADDY awards. This local competition was sponsored by the Greater Frederick Advertising Federation (GFAF).
The GFAF is the regional professional organization for individuals who work in the fields of advertising and marketing within central and Western Maryland. The GFAF and its members are part of the national AAF. The GFAF’s goal is to support the dedicated marketing and advertising professionals whose creative contributions are vital to this regionÍs economy and culture.