GRAND PRIX

Campaign: BLISTER PLASTERS. AND CLUB NIGHTS?
Promoter: Johnson & Johnson
Agency: Jeffries Parsons Myers Harvey

Account director: Genny Goldfinch
Creative director: Phil Mountjoy

This year, the ISP Awards 2010 Grand Prix winner was selected by a secret ballot of all 22 Final Panel judges.

It was a very close vote, but the judges eventually decided that this year, the ultimate example of creative effectiveness was the ‘Blister Plasters. And Club Nights?’ campaign created for Johnson & Johnson by Jeffries ParsonsMyers Harvey.

Although the brand was the market leader, J&J’s blister plasters had limited awareness outside of niche users. Through sampling, the brand was looking to reposition itself and gain incremental sales from a new, broader group of 18 to 35-year-old women.

Research highlighted the fact that women change their shoe type once temperatures pass 60° F and this insight was used to target sampling at city centre evenings out, taxis home and Ladies Day at the races.

The programme focused on allowing young women to be unstoppable by allowing them to wear the shoes they want, without the pain of a blister. Value share grew by 36% to record levels, with every target for the campaign exceeded.

ISP BRAND OWNER OF THE YEAR

COCA-COLA GREAT BRITAIN & IRELAND

The ISP Brand Owner of the Year goes to the client company which gains the most awards across all of the different categories. This year’s winner, Coca-Cola Great Britain & Ireland, was behind four campaigns which won awards, three Golds and one Silver.

The ‘Gimme Credit’ campaign for Fanta, Sprite and Dr Pepper offered consumers 50p credit for their mobile phone bills by buying cans or bottles. Coca-Cola’s Coke Zone online consumer loyalty platform took no less than three Golds, for multi-platform digital promotions, e-mail marketing and long-term loyalty building.

During 2009, the Coke Zone programme was completely overhauled and reorganised around six ‘passion points’ of music, entertainment, sport, fashion, gaming and charity, with a variety of associated prize draws, instant wins and rewards.

Email is the primary channel for promoting engagement, with monthly broadcasts to the entire opted-in member base, segmented by gender and age, personalised in the subject line and points awarded, with bespoke creative for each segment.

Overall, the judges were impressed by a programme that beat registration targets by 34%.

ISP AGENCY OF THE YEAR

EURO RSCG KLP

The ISP Agency of the Year award goes to the agency which wins the most awards across the greatest number of campaigns, not necessarily the agency which wins the most awards. The purpose is to show ‘strength in depth’.

This year’s Agency of the Year, Euro RSCG KLP, won awards for three different campaigns, winning two Golds (for theMission X channel motivation programme forMicrosoft Xbox and for copywriting for the ‘Tango With Added Tango’ campaign for Britvic) and one Bronze award (for the ‘Max it for £1 million’ campaign for PepsiMax).

SERVICE PARTNERS’ RECOGNITION AWARD

ISLAND LIVE MARKETING

For its contribution to the Triple Velvet Toilet Tissue campaign
Client: SCA Hygiene Products UK Ltd
Nominated by Chemistry Communications

The ISP is committed to recognising the vital part played by service companies in the successful execution of promotional marketing campaigns.

Anyone who enters a campaign into our awards is asked to list the service partners which made a critical contribution to the success of that campaign.

Service partners who worked on campaigns that won Gold awards are then nominated for the Service Partners Recognition Award, and their respective merits are then considered by members of the Final Judging Panel.

In the case of this year’s winner, for the first time ever, the first stage judging panel actually singled the service partner out for special praise and mentioned its efforts in the judges’ report.

THE CONSUMER AWARD

Campaign: HOW ARE THE KIDS?
Promoter: The Department of Health
Agency: EHS 4D Group

The Consumer Award is the only category which is judged by actual consumers, rather than experts drawn from the promotional marketing industry.

This year, our consumer panel found it a hard task to pick a winner: but, after long and passionate discussions, they finally selected ‘How are the kids?’ created by EHS 4D for the Department of Health.

The Velvet campaign was only one point behind, with Blisters a close third.

The winning campaign is part of Change4Life, the first national social marketing campaign aimed at reducing obesity. Its goal is to recruit ‘at risk’ mothers into a programme to help reduce the chances of their children becoming obese.

The need was for simple, clear advice that could report on poor progress without making mothers feel victimised and defensive.

A national children’s health survey was used to recruit families by providing them with a personalised action plan. The programme exceeded all targets and was one of the most cost effective ever run by the Central Office of Information, with a cost per response of £5 compared to a forecast of £28.

FINANCIAL AND PROFESSIONAL SERVICES

GOLD WINNER

Campaign: MORE4ME
Promoter: More Th>n Insurance

Agency: Stephens FrancisWhitson
Account director: Matt Conner
Creative director: Neil Francis

In a market where customers demonstrate limited loyalty,More Th>n wanted a reward programme to drive retention. It focused on opportunities to create a dialogue and interaction with customers outside of renewal or claiming. The company has an extensive base of suppliers who provide replacement items, which it worked with to develop exclusive products and services, all offered via a customer-only website.
Acquisition and cross-selling mailings also promoted the site as a benefit of buying fromMore Th>n. Combining promotional activity through the customer lifetime with pre-renewal direct mail, overall renewal rates rose by 4% and recommendation rates by 14%.

SILVER

Campaign: LOVIN’ YOU
Promoter: More Th>n Insurance
Agency: Stephens FrancisWhitson
Account director: Matt Conner
Creative director: Neil Francis

ALCOHOLIC DRINKS

GOLD WINNER

Campaign: LET PLAY BEGIN AT WIMBLEDON WITH BLOSSOM HILL
Promoter: Percy Fox Diageo
Agency: The Pulse Group
Account director: Gemma Cox
Creative director: Tony O’Brien

Brand loyalty in the wine category is low, with deep price promotions and a lot of clutter. This campaign looked to position Blossom Hill rosé as the ‘OfficialWine of Wimbledon’ by playing to the other side of the tennis championships – camping in Wimbledon Park, Henman Hill,Mexican waves and summertime escapism. This has particular resonance for the target female consumer group looking for time spent with “the girls” letting their hair down. An integrated campaign of advertising, on- and off-trade placements and experiential helped to drive sales up by 135% year-on-year. The judges were impressed by “the complete package” created from consumer insight.

SILVER

Campaign: THE FRIENDS OF
ARTHUR BELL
Promoter: Diageo GB
Agency: The Pulse Group
Account director: Fenella Rogers
Creative director: Tony O’Brien

BRONZE

Campaign: MAGNERS SUMMER TASTE
TESTER PROMOTION
Promoter:Wm Magners
Agency: HRG UK
Account director: Kelly Gane
Creative director: James Campbell

FOODS

GOLD WINNER

Campaign: DORITOS ID3
Promoter: PepsiCo UK & Ireland
Agency: Initials Marketing
Account director: Phil Norris

Creative director: Allan Guy

The target market for savoury snacks – 16 to 24-year-old males – is not only one of the most competitive, it is also one of the most cynical about promotions. To deliver distinctive added value within the brand’s values, a new mystery flavour formed the basis of an interactive online story, using the three-sided nature of the snack as the basis for offering three choices at each step of a three chapter story, with three lives available via promotional packs. The campaign exceeded its targets both in sales and brand engagement. The judges applauded it for pushing the boundaries of what promotional marketing is all about and for the bravery of the client.

SILVER

Campaign: MARMITE – FREE HORRID HENRY AUDIOBOOK DOWNLOAD
Promoter: Unilever
Agency: iris nation
Account director: Katie Scotland
Creative director: Andy Regan

BRONZE

Campaign: TYRELLS – WIN A TRACTOR!
Promoter: Tyrells
Agency: Toucan
Account director: Mike Benns
Creative director: Kate Springgay

NON-ALCOHOLIC DRINKS

GOLD WINNER

Campaign: RIBENA OUT FOR LUNCH
Promoter: GlaxoSmithKline
Agency: Billington Cartmell
Account director: Peter Holgate
Creative director: Beri Cheetham

To increase sales and consideration of Ribena as a lunchtime drink, an instant win mechanic was used to appeal to young urban consumers. This offered an inflatable lunchtime assistant who could ‘do their work’ while they enjoyed a full lunch hour out of the office – research shows that most workers take just 17 minutes. A million assistants were available to win, becoming an office must-have and gaining fame on Facebook. The promotion also offered to recycle all inflatables once winners had finished with them. The results were sales 149% over target with a 2% increase in penetration and market share.

SILVER

Campaign: GIMME CREDIT – EVERY
PACK GETS 50p MOBILE CREDIT
Promoter: Coca-Cola Great Britain
Agency: BD Network
Account director: Stephen Parker
Creative director: Aaron Martin

BRONZE

Campaign: PEPSI MAX – MAX IT FOR £1
MILLION
Promoter: Britvic Soft Drinks
Agency: Euro RSCG KLP
Account director: Chris Carter
Creative director: Derek Bain

CUSTOMER SERVICES PROGRAMME

GOLD WINNER

Campaign: ALLSTARS Promoter: Mercedes Benz
Agency: River Marketing

Account director: Claire O’Brian, Simon Porri
Creative director: Zachary D’ArcyWillet

Shifting the emphasis of the Mercedes Benz and Smart Car employee engagement programme towards business-critical measures was a challenge in a difficult market and with a reduced budget. By putting customer satisfaction index scores at its heart, Allstars was able to improve customer service and sales performance.
The programme also shifted entirely online, running team leagues for sales and after-sales, using points gained quarterly for performance against specific measures. A participation rate of 85% of retailers was achieved.

AUTOMOTIVE

GOLD WINNER

Campaign: VOLKSWAGEN CAMPERVAN ESCAPE
Promoter: Volkswagen

Agency: Iris London
Account director: Alistair Bryan
Creative director: Simon Mannion

Volkswagen’s California campervan needs to be experienced to get a “moment of realisation” about how unique it is. The campaign worked to position it as a symbol of freedom and quality of life, around the idea of escape, and capitalising on the trend for “staycations”. Using brand ambassadors like JoWiley to gain PR exposure and brand partners (Cool Camping, Snow+Rock, Cycle Surgery), combined with social media and events involving biking, kiting and surfing, three target groups were encouraged to see the van for themselves. The campaign sold 17 more vehicles than targeted, despite tough conditions in the automotive market.

SILVER

Campaign: NEW FORD KA ‘GO FIND IT TOUR’
Promoter: Ford Motor Company
Agency: OgilvyAction
Account director: Hannah Vicary
Creative director: JeffWite

TRAVEL AND LEISURE

BRONZE

Campaign: ‘WALKING WITH
DINOSAURS: THE ARENA
SPECTACULAR’ AND THE SUN
Promoter: aka
Agency: aka
Account director: Charlotte Franklin
Creative director: N/A

BRONZE

Campaign: adiTOUR
Promoter: adidas
Agency: Evoke Marketing & Events
Account director: Anna McCallum
Creative director: N/A

HEALTHCARE, HOUSEHOLD, FASHION AND BEAUTY

GOLD WINNER

Campaign: TRIPLE VELVET TREE DETECTIVE

Promoter: SCA Hygiene Products UK
Agency: Chemistry Communications Group
Account director/manager: Ingrid Purcell, Sara
Andrews, Paul Durrans
Creative director: Tim Uden

With a newly-launched environmental brand message, Triple Velvet was looking to take on the market leader head-to-head. As a low interest product, an imaginative brand spokesperson was chosen – BabyMD. Via brand experience at 14 shopping malls, interaction with primary school-age children and their parents was gained around the Tree Detective concept. A virtual forest offered an immersive environment with nature-related puzzles to solve, giving a log book, badge and money-off coupons. The journey could be completed online, with a chance to gain a Star Tree Detective certificate. The campaign exceeded target and was applauded by the judges for bringing to life a difficult product.

SILVER
Campaign: LACOSTE COLOUR DNA
Promoter: Lacoste
Agency: pd3
Account director: Cameron Farrelly
Creative director: Gareth Jones

SILVER
Campaign: SURF TWILIGHT SENSATIONS
Promoter: Unilever
Agency: Billington Cartmell
Account director: Claire Knowles
Creative director: Beri Cheetham

PERSONAL RESPONSIBILITY AND WELLBEING

GOLD WINNER

Campaign: HOW ARE THE KIDS?

Promoter: Department of Health
Agency: EHS 4D Group
Account director: CassyWaugh, Luciana Kavanagh
Creative director: Tristan Sellen, Aaron Howard

Change4Life is the first national social marketing campaign aimed at reducing obesity. Its goal is to recruit “at risk” mothers into a programme to help reduce the chances of their children becoming obese. The need was for simple, clear advice that could report on poor progress without making them feel victimised and defensive. A national children’s health survey was used to recruit families by providing them with a personalised action plan. The programme exceeded all targets and was one of the most costeffective ever run by COI with a cost per response of £5 compared to a forecast of £28.

SILVER

Campaign: FAMILY 1ST, CHARITY 2ND –
REMEMBER A CHARITY
Promoter: Remember a Charity
Agency: Touch DDB
Account director: Simon Ringshall, Tamsine Foggin
Creative director: Guy Bradbury

RETAIL, HOME SHOPPING AND E-COMMERCE

GOLD WINNER

Campaign: CHILDREN IN NEED, BAKE THE BEAR

Promoter: ASDA
Agency: Savvy Marketing
Account director: Rachel Walker
Creative director: Chris McCash

A revival in home baking was seen as a way of offsetting a drop in charitable giving. ASDA was looking for a national fundraising programme to help customers raise money at home – “Bake the Bear” was the answer. Children used the kit to make Pudsey Bear cookies for sale to friends and family, donating the proceeds to Children in Need. Kits were given out in store and at local schools and clubs, with two recipes and three money-off coupons for ingredients. In-store support, inclusion in the BBC fundraising pack and online features helped the retailer to exceed its target and raise £1.7 million.

SILVER

Campaign: SALVATION FROM HUNGER
Promoter: Pizza Hut
Agency: ATOM Marketing
Account director: Andy Duff
Creative director: Simon Jones

BRONZE

Campaign: THE NANDO’S PERI PERI
‘HOT OR NOT?’ CHALLENGE
Promoter: Nando’s
Agency:Wax Live
Account director: Lucy Gillions
Creative director: Phil Pawsey

BRONZE

Campaign: ASDA SPORTING CHANCE
Promoter: ASDA
Agency: Savvy Marketing
Account director: Sarah Dennis
Creative director: Mark Earnshaw

DIGITAL PROMOTIONS - EMAIL

GOLD WINNER

Campaign: 2009 COKE ZONE – EMAIL
NEWSLETTERS
Promoter: Coca-Cola GB
Agency: Flourish
Account director: NatashaWoolley
Creative director: Keith Nichol

By providing a digital engagement platform for consumers which offers rewards from on-pack entry codes, Coca-Cola is able to move beyond on/off interactions. The objective is to reduce churn among a large-scale critical mass of consumers. During 2009, the programme was completely overhauled with stretch targets for uplift. Email is the primary channel for promoting engagement, with monthly broadcasts to the entire opted-in member base. These messages are segmented by gender and age, personalised in the subject line and points awarded, with bespoke creative for each segment. Response rates peaked at 42% open and 10% click-through with a 86.4% improvement in cost per response.

PARTNERSHIP MARKETING

GOLD WINNER

Campaign: MARMITE – FREE HORRID HENDRY AUDIOBOOK DOWNLOAD

Promoter: Unilever Agency: iris nation
Account director: Katie Scotland
Creative director: Andy Regan

The ‘Love It/Hate It’ positioning ofMarmite is central to the brand and gettingMums to feed Marmite to their children is a key to future consumption.Working with the Department for Children, Schools and Families,Marmite chose Horrid Henry as the perfect match, as a popular children’s character with a good fit to the DCSF “Reading for life” campaign. A unique code on scratch panels on jars gave consumers a chance to download one of five free audiobooks. National press and radio was used to drive awareness of the promotion, which saw 10% of participants redeem between two and five jars in four months, compared to standard usage frequency of one.

SILVER

Campaign: ELC PARTNERSHIP
Promoter: Müller Dairy (UK)
Agency: Blue Chip Marketing (Manchester)
Account director: Myrtle Doyle
Creative director: Stewart Hilton

BRONZE

Campaign: PEPPA PIG PARTNERSHIP
Promoter: Müller Dairy (UK)
Agency: Blue Chip Marketing (Manchester)
Account director: Myrtle Doyle
Creative director: Stewart Hilton

SMALL BUDGET CAMPAIGN

SILVER

Campaign: 3M EYE-CATCHING PROTECTION
Promoter: 3M
Agency: SMP
Account director: Adele Pett
Creative director: Rob Ellingham

SALES INCENTIVE PROGRAMMES

GOLD WINNER

Campaign: FORD LICENCE – ‘FILL YOUR BOOTS’ Q1 2009 INCENTIVE

Promoter: Ford of Britain
Agency: Euro RSCG Skybridge
Account director: Sarah Coles
Creative director: Mike Fay

A product refresh in a market facing stiff competition gave an opportunity to get dealers excited about the Focus. Using targeted email, sales executives were asked to complete an e-learning module online to build their knowledge of the model and qualify to earn sales incentive rewards of £10 to £30 for every sale, with a chance to win bigger EuroDisney rewards via an online game after three sales. Research showed a 20% uplift in sales performance from executives who completed the e-learning which contributed to sales of 15% above target overall. The judges applauded the good use of multi-level sales incentives in a challenging market.

SILVER

Campaign: LAND ROVER NSL
Promoter: Land Rover UK
Agency: River Marketing
Account director: Claire O’Brien, Simon Porri

EMPLOYEE REGOGNITION PROGRAMMES

GOLD WINNER

Campaign: SHOUT!

Promoter: Virgin Media
Agency: P&MM
Account director: Anita Collier
Creative director: GemmaWebb

VirginMedia prides itself on a positive working environment and needed a reward and recognition programme that reflected its brand values. Five behaviours were identified as fundamental to the business: human, responsible, enabling, passionate and innovative. Shout! allows employees to nominate colleagues by uploading photos and details, creating a hub of information, as well as sending them personalised recognition cards. A random prize draw is regularly held from all nominees awarding points that can be redeemed for gifts or leisure activities. The judges liked the strong creative and theme, which was “very Virgin”.Within a month, 79% of target activity had been achieved.

SILVER

Campaign: SPOTLIGHT
Promoter: Aviva
Agency: P&MM
Account director: DebbieWaddington
Creative director: Helen Jackson
ISP AWARDS 2010

BRONZE

Campaign: BP SMILE
Promoter: BP
Agency: River Marketing
Account director: Nadia DiLuzio
Creative director: Zachary D’Arcy Willet

BUSINESS-TO-BUSINESS

GOLD WINNER

Campaign: A COMPLETE SPOTTER’S GUIDE TO THE
WORLD’S MOST ELUSIVE BREEDS

Promoter: Financial Times
Agency: Touch DDB
Account director: Matt Jones, Charlie Elliot
Creative director: Guy Bradbury

With brand advertising revenues under pressure, the Financial Times needed to support media buyers by showing them where their audience was, what parts of the paper they read and how to apply clients’ marketing budgets effectively. A specially-written book showcased six rare ‘breeds’ – groups of FT readers and the differences between them. This was a way to overcome the frequently boring information which media buyers reported receiving from media owners in research. A mailing to this target audience drove an immediate and sustained uplift of traffic to the relevant online site of 350%. The judges were impressed by the fantastic creative and good results.

SILVER

Campaign: MAGNET TRADE AUTUMN
PROMOTION 2009

Promoter: Magnet Group
Agency: Refinery Marketing Communications
Account director: Philip Armitage
Creative director: David Pye

BRONZE

Campaign: CIBA VISION TEENS
CAMPAIGN
Promoter: CIBA Vision (UK)
Agency: Haygarth Group
Account director: Steven Gray
Creative director: Steve Rogers

DIRECT MARKETING

GOLD WINNER

Campaign: EVERY JAR MAKES A DIFFERENCE

Promoter: Kraft Foods UK
Agency: Arc
Account director: Louise Dawson
Creative director: Garry Munn

As number two in the premium coffee market, Kenco faces fierce competition with few drivers of brand switching. Following accreditation by the Rainforest Alliance, an ongoing story and communication with consumers were built around brand ambassadors who had won a trip to Kenco’s sustainable farms in a previous promotion. The direct mail pack told the story of Kelly’s visit in her own words using real pictures and styled like an airmail. This was supported by a coupon and in-store and online marketing with experiential sampling activity. The judges loved the creative work and its original, personal engagement with the target audience. 

SILVER

Campaign: THE FRIENDS OF
ARTHUR BELL
Promoter: Diageo GB
Agency: The Pulse Group
Account director: Fenella Rogers
Creative director: Tony O’Brien

BRONZE

Campaign: A COMPLETE SPOTTER’S
GUIDE TO THE WORLD’S MOST
ELUSIVE BREEDS
Promoter: Financial Times
Agency: Touch DDB
Account director: Matt Jones, Charlie Elliot
Creative director: Guy Bradbury

BRAND EXPERIENCE

GOLD WINNER

Campaign: BLISTER PLASTERS. AND CLUB
NIGHTS?
Promoter: Johnson & Johnson
Agency: Jeffries Parsons Myers Harvey

Account director: Genny Goldfinch
Creative director: Phil Mountjoy

Although the market leader, Compeed blister plasters had limited awareness outside of niche users. Through sampling, the brand was looking to reposition itself and gain incremental sales from a new, broader group of 18 to 35-year-old women. Research that women change their shoe type once temperatures pass 60°F directed sampling at city centre evenings out, taxis home and Ladies Day at the races. The programme focused on allowing young women to be unstoppable by allowing them to wear the shoes they want without the pain of a blister. Value share grew by 36% to record levels with every target for the campaign exceeded.

SILVER

Campaign: NEW FORD KA ‘GO FIND IT
TOUR’
Promoter: Ford Motor Company
Agency: OgilvyAction
Account director: Hannah Vicary
Creative director: JeffWitek

BRONZE

Campaign: TRIPLE VELVET TREE DETECTIVE
Promoter: SCA Hygiene Products UK
Agency: Chemistry Communications Group
Account director/manager: Ingrid Purcell,
Sara Andrews, Paul Durrans
Creative director: Tim Uden

NEW REWARD/EMPLOYEE BENEFITS SOLUTION

GOLD WINNER

Campaign: MISSION X
Promoter: Microsoft

Agency: Euro RSCG KLP
Account director: Sophie Bastin
Creative director: Rob MacDonald

Retail service personnel are the key frontline influencers in the Christmas trading period for gaming. Customers rely on staff in GameStop to advise them, making their advocacy of Xbox essential; yet much of the communication they receive is generic. TheMission X programme was designed to educate RSPs about the product, to help them sell it, and to reward them for doing so. Using aMission Impossible-style spy game, the programme hand-delivered briefing packs and followed up with Christmas cards and emails. Prizes included the ultimate prize of a visit to the E3 Expo in Los Angeles, leading to big increases in console sales and attach rates.

EXPERIENTIAL MARKETING AT POINT OF SALE

GOLD WINNER

Campaign: THE HONEY WAFFLES FACTORY
Promoter: Honey Monster Foods
Agency: Hotcow
Account director: Sally Durcan
Creative director: N/A

To expand the brand and achieve standout, a strategic shift from marketing to families, rather than kids was necessary. HoneyWaffles was new in the category and driven through a multi-tiered campaign as part of the “feed the fun” ethos of the brand. Factory sets were placed in shopping centres to bring the product to life with monster-size boxes, spoons and bowls, games and specially-dressed helpers. In stores, giant cereal boxes, fur-covered sampling bins and ‘Meet the HoneyMonster’ were deployed. Overall sales rose between 83% (Asda) and 261% (Tesco). The judges enjoyed the well-executed traditional techniques that achieved dwell time from shoppers.

EXPERIENTIAL MARKETING AT POINT OF SALE

GOLD WINNER

Campaign: PLENTY LAUNCH
Promoter: SCA Hygiene Products UK
Agency: Chemistry Communications Group
Account director: Ingrid Purcell, Sarah Andrews, Sam Maitland,
Mark Anderson
Creative director: Tim Uden

Following its acquisition of Bounty in 2007, SCA had to rename the product – no small challenge when rebrandings can see market share drop by 20%. The campaign needed to reassure existing consumers and encourage them to buy Plenty. Top selling stores were selected for a unique branded shopper experience using NintendoWii with a controller designed like a paper towel. By wiping off Bounty to reveal Plenty packs, shoppers could win branded key rings. Coupons were also distributed in leaflets to incentivise consumers. By focusing on loyalists, the campaign achieved actual value growth. The judges were impressed by the innovative use of technology.  

BRONZE

Campaign: LAUNCH OF EXCLUSIVE WHITE NOKIA N97
Promoter: Nokia
Agency: JWT
Account director: Rebecca Dicker
Creative director: DaveWoods

NEW PRODUCT LAUNCH

SILVER

Campaign: LAUNCH OF EXCLUSIVE
WHITE NOKIA N97
Promoter: Nokia
Agency: JWT
Account director: Rebecca Dicker
Creative director: DaveWoods

BRONZE

Campaign: VW POLO FILM FESTIVAL
Promoter: Volkswagen
Agency: Touch DDB
Account director: Amanda Griffiths
Creative director: Guy Bradbury

MEDIA

GOLD WINNER

Campaign: A COMPLETE SPOTTER’S GUIDE TO
THE WORLD’S MOST ELUSIVE BREEDS

Promoter: Financial Times
Agency: Touch DDB
Account director: Matt Jones, Charlie Elliot
Creative director: Guy Bradbury

With brand advertising revenues under pressure, the Financial Times needed to support media buyers by showing them where their audience was, what parts of the paper they read and how to apply clients’ marketing budgets effectively. A speciallywritten book showcased six rare ‘breeds’ – groups of FT readers and the differences between them. This was a way to overcome the frequently boring information which media buyers reported receiving from media owners in research. A mailing to this target audience drove an immediate and sustained uplift of traffic to the relevant online site of 350%. The judges were impressed by the fantastic creative and good results.

SILVER

Campaign: BLIGHTY LAUNCH
Promoter: UKTV
Agency: Mediator
Account director: Caroline Brosnan
Creative director: N/A

BRONZE

Campaign: TIMES+
Promoter: News International
Agency: News International
Account director: SuziWatford
Creative director: N/A

LONG-TERM RELATIONSHIP MARKETING

GOLD WINNER

Campaign: 2009 COKE ZONE (COKEZONE.CO.UK)

Promoter: Coca-Cola GB
Agency: Carlson Marketing
Account director: Brune Torrente
Creative director: Piggy Lines

By providing a digital engagement platform for consumers which offers rewards from on-pack entry codes, Coca-Cola is able to move beyond on/off interactions. The objective is to reduce churn among a large-scale critical mass of consumers.
During 2009, the programme was completely overhauled with stretch targets for uplift. The website has been reorganised around six “passion points” of music, entertainment, sport, fashion, gaming and charity, with a variety of associated prize draws, instant wins and rewards. Incentives have been added for word-of-mouth member
acquisition. The judges were impressed by the gold standard support and execution given to a programme that beat registration targets by 34%.


SILVER

Campaign: SAINSBURY’S ACTIVE KIDS, WIN £50 EVERY 5 MINUTES

Promoter: Sainsbury’s
Agency: Initials Marketing
Account director: Eddie Mills
Creative director: Nick Presley

DIGITAL PROMOTIONS – MULTI-PLATFORM

GOLD WINNER

Campaign: 2009 COKE ZONE (COKEZONE.CO.UK)

Promoter: Coca-Cola GB
Agency: Carlson Marketing
Account director: Brune Torrente
Creative director: Piggy Lines

By providing a digital engagement platform for consumers which offers rewards from on-pack entry codes, Coca-Cola is able to move beyond on/off interactions. The objective is to reduce churn among a large-scale critical mass of consumers. During 2009, the programme was completely overhauled with stretch targets for uplift. The website has been re-organised around six “passion points” of music, entertainment, sport, fashion, gaming and charity with a variety of associated prize draws, instant wins and rewards. A raft of digital activity was used to drive member registration, including email, affiliate banners, digital media and search. A blog and Twitter feed were created and social bookmarking enabled.

SILVER

Campaign: FELIX KITTEN FACTOR
Promoter: Nestlé Purina Pet Care
Agency: Jeffries Parsons Myers Harvey
Account director: Genny Goldfinch
Creative director: Richard Parsons

BRONZE

Campaign:WALKERS ‘DO US A
FLAVOUR – WIN A PACKET’
Promoter:Walkers Crisps
Agency: Digital Jigsaw
Account director: Simon Smith
Creative director: Steve Gardner

ART DIRECTION

GOLD WINNER

Campaign:WHITE SKULL
Promoter: Samsung Electronics (UK)
Agency: MWorks
Account director: Natacha Due
Creative director: Lee Jobling

SamsungMobile launches more than 80 handsets each year, making differentiation and exclusivity essential. For the Genio Touch, O2 were offering an exclusive white model during the key seasonal trading period of Halloween and as part of its Pay+Go Dongle offer. The theme needed to capture shoppers centred on 31st October, putting the product at the heart of the creative execution. This was inspired by classic horror movie posters of the 1930s. On a modest budget and short timescale, the work achieved incremental increases in store footfall and a sales spike. The judges praised the creative as outstanding for its graphic elegance and pure simplicity.

SILVER

Campaign: TRIPLE VELVET TREE DETECTIVE
Promoter: SCA Hygiene Products UK
Agency: Chemistry Communications
Group
Account director/manager: Ingrid Purcell,
Sara Andrews, Paul Durrans
Creative director: Tim Uden

BRONZE

Campaign: VW POLO FILM FESTIVAL
Promoter: Volkswagen
Agency: Touch DDB
Account director: Amanda Griffiths
Creative director: Guy Bradbury

COPYWRITING

GOLD WINNER

Campaign: TANGO WITH ADDED TANGO

Promoter: Britvic Soft Drinks
Agency: KLP Euro RSCG
Account director: Chris Carter, Hayley Pedrick

Creative director: Jamie Putnam (copy), Derek Bain (art direction)

Tango has fallen out of favour with teenagers since its heyday in the 1990s. To re-engage this core audience, a limited edition can was introduced and distribution strengthened. A strong on-pack idea was needed to deliver an experience in line with the campaign proposition, “Too much Tango makes your world go wonky”. The theme played on the addition of extra ingredients to other drinks, such as vitamins, and directed consumers to a “Tango with added Tango” helpline. This offered advice about “side-effects”, with four scripts randomly rotated. The judges noted that copywriting is probably the unsung hero of many campaigns, yet this campaign showed impressive confidence in the relationship with the audience.

SILVER

Campaign: A COMPLETE SPOTTER’S GUIDE
TO THE WORLD’S MOST ELUSIVE BREEDS
Promoter: Financial Times
Agency: Touch DDB
Account director: Matt Jones, Charlie Elliot
Creative director: Guy Bradbury