In the Password Effie 2011 Marketing Achievements’ Competition, the jury decided to award the Grand Prix to the “Psychotherapist” campaign created by DDB Latvia for LMT (the leading mobile network operator in Latvia). We’re proud and honoured! Particularly, because over a seven year period, our Password Effie balance sheet is very impressive – we’ve received three Grand Prix, awards for the best social and low-budget campaign and 11 diplomas for making it through to the competition final. We can safely say that we’re the most effective Latvian agency!

The key success in the Password Competition can be found in the synergy between an outstanding creative idea and great business results. The campaign created by DDB Latvia for LMT mobile Internet service delivered a fresh and unseen approach in the telecommunications field together with great sales results. During the campaign, mobile Internet applications rose by more than 113% compared with the pre-campaign situation!

“The campaign’s success story is built on the integration of the storyline and a rational offer. If we invite people not to be afraid and to take a chance, we also have to come up with a no risk offer. The two week free no-obligation trial was enough to persuade customers that mobile Internet works just like wired Internet,” commented DDB Latvia Creative Director Vairis Strazds.

We presented the idea of a psychotherapist who encourages people to try something new in TVCs and on the homepage.