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Isuzu Wins Top National Award for Rodeo Campaign

16 December 1998

Isuzu Wins Top National Award for Rodeo Campaign

    ORLANDO, Fla.--Dec. 15, 1998--American Isuzu Motors Inc. and M/S Database Marketing LLC Tuesday received the 1998 National Center for Database Marketing (NCDM) Excellence Award for the "1998 Isuzu Rodeo" direct marketing campaign, named the finest in the industry for blending technology and marketing creativity.
    It was a particularly competitive year, according to NCDM judges, who looked for effective use of statistical techniques, leveraging systems capabilities and implementation of sharp strategic thinking. The Isuzu campaign stood out for being clear, concise and simple enough to accommodate a broad skill set of end users and for effectively implementing direct mail, Internet, telemarketing and a new database.
    The campaign was launched with a letter that went out to more than a quarter of a million customers, which was followed up with postcards highlighting engineering and design improvements and a 1998 Rodeo launch package.
    A temporary private Web site and telemarketing line were created and dedicated for these customers, who then received gradual information about the Rodeo every two weeks.
    The biggest criterion for this award was effectiveness, which was demonstrated by Isuzu far exceeding its sales goals for the program.