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Chrysalis Takes Home 2012 OOH Media Plan of the Year for Hennessy Campaign

 Contact: Nicole Hayes
(202) 833-5566
For Immediate Release – December 5, 2012
Chrysalis Takes Home 2012 OOH Media Plan of the Year for Hennessy Campaign
HY Connect, Clear Channel Outdoor Win First Ratings-Driven Media Planning Award for Advocate Health Care

(New York) – Chrysalis was honored with the 2012 Out of Home (OOH) Media Plan of the Year award today by the Outdoor Advertising Association of America (OAAA). The 2012 Out of Home Media Plan Awards were presented this afternoon at The AD Club of New York’s 5th Annual Out of Home Day in New York.

Chrysalis took home the top prize for its Hennessy campaign, which used high-impact, innovative, first-to-market OOH opportunities alongside broad-reach vehicles at key target locations to tease, reintroduce, and generate intrigue in Hennessy celebrity stories, while also driving volume increases at local clubs, interactions with the brand, and earned media surrounding the new Hennessy brand.

All OOH formats – including bus shelters, digital billboards, kiosks, projections, street murals, and more – helped to drive earned media and web traffic through the inclusion of a QR code and unique URL that took consumers to a microsite where they could delve deeper into the stories and meaning behind the Wild Rabbit character created for the campaign. Most formats allowed for multiple creative executions and immediately grabbed attention due to their premium positioning or projection capabilities.

The 2012 campaign achieved unprecedented levels of reach and frequency for the brand. Hennessy V.S. sales are up 7.5 percent, and total Hennessy sales are up 5 percent this year, despite a March retail price increase.

“The out of home medium allows brands to connect with consumers across multiple channels throughout their day,” said Nancy Fletcher, OAAA president and CEO. “The Hennessy campaign reached targeted audiences many times in their daily routine, exposing them to the brand while also providing an opportunity to learn more about the product at key touch points.”

The first Ratings-Driven Media Planning Award, which recognizes innovative use of TAB OOH Ratings, was presented to HY Connect and Clear Channel Outdoor for the Advocate Health Care hospitals campaign. TAB OOH Ratings were used to rank inventory within targeted zip codes for all eight hospitals in the Chicago area, allowing for the selection of formats and locations based on the demographic criteria set forth.

OAAA Chief Marketing Officer Stephen Freitas commented, “TAB OOH Ratings this year became the industry’s official currency, bringing a new level of accountability to the medium. The Advocate Health Care campaign demonstrates clearly and successfully the value of the new ratings system. By using TAB OOH Ratings, the planning team was able to demonstrate the efficiency of some formats and inventory the brand may have never considered.”

OAAA also awarded four Gold Media Plan Awards and four Silver Media Plan Awards to the following agencies:

- Chrysalis for Kmart & Sears
- Posterscope for HTC
- Posterscope for NIVEA
- Universal McCann & OAG for MasterCard

- Kinetic for NBC Smash & The Voice
- Martin Williams Advertising for Finnegan’s Blonde Ale
- Posterscope for ABSOLUT Miami
- Prudential In-House Agency for Prudential

For more details about all winners of the 2012 Out of Home Media Plan Awards, as well as campaign photos and full case studies, please visit the OOH Media Plan Awards website or contact Nicole Hayes at or (202) 833-5566.

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OAAA is the national trade association for the out of home (OOH) advertising industry. Founded in 1891, the association represents more than 90 percent of the US industry based on revenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed to serving advertisers, consumers, and communities. The OOH industry generates $6.4 billion annually in ad revenues and donates more than $450 million in space each year. For more information, please visit


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