Jokes and giggles are what customers hear when they are put on hold when calling Step2 Co. headquarters.
Recognizing this fun way to spotlight the essence of the nation's largest toy manufacturer, local advertising and marketing experts from the Cleveland area recently awarded the Streetsboro company a bronze ADDY award, according to a spokesperson from the Cleveland branch of the American Advertising Federation.
The Step2 Co.'s "Kids' Jokes" recording was developed as a message for callers placed hold and features employees' children telling jokes, complete with their own laughter.
Produced by Cleveland based Authentic Films, the Step2 Co.'s recording of "Kids' Jokes" took home the prize in the non-traditional advertising category at the American Advertising Federation's Cleveland ADDY Awards ceremony Feb. 29 at Gray's Armory Museum in Cleveland.
Each year, advertising and marketing communications professionals submit more than 500 entries for the AAF-Cleveland ADDY Awards competition, and the best work from Cleveland's active advertising community is recognized by a team of expert judges.
"We are delighted to be recognized by this prestigious group of marketing experts from our hometown," said Scott Levin, the Step2 Co.'s president and chief operating officer. "The Step2 family had a lot of fun with this project, and it has received a great response from our customers, as well as the people we do business with. It's a fun way to remind everyone what we're all about for Step2."
The ADDY Award noted that "Kids' Jokes" exemplifies how a successful brand message can leave customers with a better understanding of a corporate mission and a stronger tie to the company and product.