Media Lions: Бронза
Type Of Entry: Product and Service
Category: Fast Moving Consumer Goods
Title: THE DIFFERENCE IS K
Advertiser/Client: KELLOGG'S
Product/Service: SPECIAL K FOOD PRODUCTS
Entrant Company, City: STARCOM USA, Chicago
Country: USA
Media/Advertising Agency, City: STARCOM USA, Chicago
Country: USA
2nd Media/Advertising Agency, City: LEO BURNETT USA, Chicago
Country: USA
Credit Details:
| Name |
Position |
Company |
| John Condon |
Chief Creative Officer |
Leo Burnett USA |
| Per Robert Jacobson |
Executive Creative Director |
Leo Burnett USA |
| Julia Melle/PJ McGregor |
Creative Director |
Leo Burnett USA |
| Pamela Tieze/Linda Goldberg/Per Robert Jacobson/Nic Fantl/Sarah Gleason |
Art Director |
Leo Burnett USA |
| John McCallum/Gregory Mohrs |
Photographer |
Leo Burnett USA |
| PJ MacGregor |
Digital Creative Director |
Leo Burnett USA |
| Laurie Gustafson/Sean Pinny |
Producer |
Leo Burnett USA |
| Rachel Winer |
Account Director |
Leo Burnett USA |
| Nicole Laughlin/Kelli Knoble/Anne Lenzke/Rachel Winer |
Account Supervisor |
Leo Burnett USA |
| Jane Koh/Julia Melle/Mark Bonus |
Copywriter |
Leo Burnett USA |
Innovative Media Strategy:
Working off the insight that women have unique daily struggles to make good food choices at specific times of day, our entire strategy was to connect with them at the exact moment they are faced with temptation, shape realization or negative dieting emotions. Whether it was Midnight on New Year's in Times Square, post holiday season, during her busy commute, during breakfast, mid-morning, mid-afternoon and evening, we met her with :30 TV, print, OOH, station domination and a real-time TV/online/radio campaign. All of which offered her specific product solutions that allowed her to conquer her moment of truth.
Creative Execution:
While the media placement hit her at the exact moment she struggled to stay on track, the creative reinforced the effort by zeroing in on her mindset at that moment. From our comprehensive real-time TV/online/radio campaign to :30 TV, OOH and print, all creative executions met her with a specific timely temptation, shape realization moment or negative dieting emotions. Each execution then gave her a solution from Special K that let her conquer the moment.
Target Audience:
We placed the first ever real-time advertising in TV, plus real-time radio and online that called out the exact time of airing to reach women at literally, the exact time they face temptation. OOH, print, in-store and station dominations in NYC and Boston were designed to intercept her during her specific moment. TV was designed to heavy-up during those times of day we know to be most fraught with temptation: mid-morning, mid-afternoon and evening.
Effectiveness:
New product growth sales volume is ahead of budget by +164% YTD with shipments of more than $17MM. The cereal franchise YTD, growth sales volume is up 20% from one year ago. There were 4MM visits to the Special K/Yahoo! hub with 4,000 users actively participating.
Type Of Entry: Product and Service
Category: Cars & Automotive Services
Title: SCHLAEMMER'S QUEST
Advertiser/Client: VOLKSWAGEN
Product/Service: VW GOLF
Entrant Company, City: DDB GERMANY, Berlin
Country: GERMANY
Media/Advertising Agency, City: DDB GERMANY, Berlin
Country: GERMANY
2nd Media/Advertising Agency, City: TRIBAL DDB, Hamburg
Country: GERMANY
Credit Details:
| Name |
Position |
Company |
| Amir Kassaei |
Chief Creative Officer |
DDB Group Germany |
| Amir Kassaei/Stefan Schulte/Freidrich v. Zitzewitz/Bert Peulecke |
Creative Director |
DDB Germany/Tribal DDB Germany |
| Kristoffer Heilemann/Thomas Bober/Torben Cording/Alexandra Sievers/Tim Schmi |
Art Director |
DDB Germany/Tribal DDB Germany |
| Ludwig Berndl/Jan Hertel/Catharina Hauernherm/Philip Bolland/Christian Fries |
Copy Writer |
DDB Germany/Tribal DDB Germany |
| Benjamin Reininger/Niklas Feuerle/Kathrin Lamm/Mirco Lange/Marc Baumann |
Account Director |
DDB Germany/Tribal DDB Germany |
| Boris Schepker/Michael Blendow |
Agency Producer |
DDB Germany/Tribal DDB Germany |
| Elke Dilchert |
Art Buying |
DDB Germany/Tribal DDB Germany |
| |
Production Company |
Telemaz Commercials Berlin |
| Markus Bachmann/Sven Schrader |
Photographer |
|
| Marc Hitzmann/Sacha Hertel/Gregory Jacoby/Andrй Wischnewski |
Programmer/Flash |
DDB Germany/Tribal DDB Germany |
Innovative Media Strategy:
To reposition Volkswagen's image in Germany as "the people's car", we invented a story of epic dimensions, starring "the people's man" - Horst Schlдmmer: the ultimate personification of the common german, a very popular character, played by a famous comedian. We added a new chapter to his fictional biography: Horst Schlдmmer goes for his driving licence to improve his chances with the girls. Our media-mix was custom-made to make this story come alive - and accessible to everyone. We chose this new approach to reach people's hearts - giving them what they enjoy much more than ordinary advertising: branded entertainment.
Creative Execution:
The story kept an entire nation entertained for more than two months. Everyone could follow the progress day by day: in a video-blog, containing a multitude of documentary-style videos and a diary - from the first steps until the successful driving test. The blog allowed people to communicate directly with their hero and participate in the adventure. After the mission was completed, we created a website which documented the whole story.
Target Audience:
Our story had both quality and relevance to spread quickly, inside and outside the web: through blogs, online-magazines, youtube and other video sharing websites, as a podcast, in newspapers, magazines and via extensive TV-coverage. So more and more people got hooked on our story and visited our blog and the documentary website. Promotions - a feature-length movie in cinemas and on DVD - and mailings rounded off our efforts to reach the broadest target-group possible: Germany.
Effectiveness:
4.3 million page-impressions and 4.7 million video-downloads after only two months. During that time, Volkswagen sold nearly 150,000 cars in Germany - more than any competitor. Clicks keep increasing by 50-80,000 every day. We reached number one of the german podcast-charts and number two of the blog-charts.
Type Of Entry: Product and Service
Category: Clothing, Footwear & Accessories
Title: VIRTUAL GOALS
Advertiser/Client: ADIDAS
Product/Service: PREDATOR/F50 FOOTBALL BOOTS
Entrant Company, City: ISOBAR GLOBAL, London
Country: UNITED KINGDOM
Media/Advertising Agency, City: ISOBAR GLOBAL, London
Country: UNITED KINGDOM
2nd Media/Advertising Agency, City: de-construct, London
Country: UNITED KINGDOM
Credit Details:
| Name |
Position |
Company |
| Dave Hompe |
Group Media Director |
Isobar Global |
| Diana Naguiba |
Account Manager |
isobar |
| Stephen Lawson |
Senior Account Manager |
isobar |
| Nora Verbruggen |
Media Executive |
adidas |
Innovative Media Strategy:
Our challenges were to launch two new football products and to strengthen consumer preference for the adidas brand. We decided to launch the products by introducing a Predator vs f50 rivalry concept and based our creative activities on the insight that there is significant overlap between the football audience and the online gaming audience. We brought this rivalry to life through immersive digital channels. This was achieved by enabling users to choose to play for either the Predator or the f50 team in a 3-D multi-player game. This enabled them to take part in the rivalry and experience the two products.
Creative Execution:
We adapted a successful online multi-player football game (powerchallenge) to embody the Predator vs f50 rivalry. Players could choose the Predator team for more precision and shooting power or the f50 team for greater speed and flair. An online competition with prizes including the chance to play with adidas stars for real or to win free pieces of equipment continued the rivalry concept while in-game product advertising increased the profile of the two products.
Target Audience:
The key football audience for the Predator and f50 products consisted of mainly males between 15 and 24 years old who play or watch football regularly. We initially reached this target through the 1.5m unique members already playing powerchallenge online and widened the audience by developing a trailer that was placed on viral sites, the powerchallenge homepage as well as the adidas football homepage. We also used PR to create a digital buzz.
Effectiveness:
20,000 matches are currently being played on average every day, creating 200,000 minutes of exposure to the brand. Total sessions to date are just under 2.0 million with 54.2% of players choosing the Predator team and 45.8% choosing the f50 side. During the tournament phase these figures are expected to double.
Type Of Entry: Product and Service
Category: Other Consumer Products
Title: GANGS OF LONDON
Advertiser/Client: SONY COMPUTER ENTERTAINMENT EUROPE
Product/Service: GANGS OF LONDON PSP COMPUTER GAME
Entrant Company: 20:20 LONDON
Country: UNITED KINGDOM
Media/Advertising Agency: 20:20 LONDON
Country: UNITED KINGDOM
Credit Details:
| Name |
Position |
Company |
| Peter Riley |
Creative Director |
20:20 London |
| Hugo Bierschenk |
Art Director |
20:20 London |
| Dean Woodhouse |
Art Director |
20:20 London |
| Mark Riley |
Planning Director |
20:20 London |
Innovative Media Strategy:
Take gamers beyond conventional advertising to a place where they can become truly involved with the marketing launch of Gangs of London
Creative Execution:
We wanted our target audience to be part of the campaign, to dictate the outcome, to blog about it, to tell their friends. We supplied hidden clues (the game's gang logos) around London's streets on billboards, newspapers and on the internet. Users had to identify the clue, take a cameraphone picture and send it to a shortcode. Our image recognitions software identified where the user was and instantly sent them another clue to continue their hunt for the diamond prize.
Target Audience:
18-34 year old males who own PSP's or are considering getting one. Their interests will be technology based i.e. iPods, mobile phones, computers, internet
Effectiveness:
Email response rates averaged a high performing 16.5% 65% of visitors to nickthediamond.com came from banners, SMS clues & word of mouth. Interactive press and outdoor delivered a 34.9% conversion from mobile to online media. WoM from SMS clues reached a staggering 3783% 10,000 'teddy bear' DM packs were sent out to early registrants on the site.
Type Of Entry: Product and Service
Category: Financial Products & Services
Title: NOW WHAT
Advertiser/Client: STATE FARM
Product/Service: INSURANCE
Entrant Company, City: OMD USA, New York
Country: USA
Media/Advertising Agency, City: OMD USA, New York
Country: USA
Credit Details:
| Name |
Position |
Company |
| Jon Halvorson |
Strategy Supervisor |
OMD Digital |
| Kyung Kim |
Group Director |
OMD Digital |
| Garrett Self |
Group Director |
OMD |
| Christine Lockwood |
Associate Director |
OMD |
| Shari Staiano |
Group Director |
OMD |
| Mark Gibson |
AVP/Advertising |
State Farm |
| Edward Gold |
Director/Media |
State Farm |
| Kristin Silk-McNamara |
Advertising Analyst |
State Farm |
| Tom Bell |
Client Communications Director |
OMD |
| Mark Jarzemsky |
Associate Creative Director |
TribalDDB |
Innovative Media Strategy:
Young adults don't think about, care about or talk about insurance and they demand content when, where and how they want it. We needed to change young adults' perception from "State Farm is not relevant to me" to "State Farm is an insurance company for me", drive consumers to nowwhat.com and increase renters' and auto insurance quotes—all on their terms.
Creative Execution:
We made insurance relevant by re-creating "disaster moments" and delivering them in unexpected ways to capture young adult's attention and make them ask, Now What? Using IMs sent from friends, our message triggered computer disasters. Recipients screens would appear crushed by boulders, engulfed in flames and infested by roaches. Each victim was then linked to nowwhat.com. Additionally, we created a consumer generated video contest and developed a rich-media technology that made 2D objects appear 3D.
Target Audience:
We punctured our target's indifference and changed their perception of State Farm by implementing three never-been-done-before strategies. Instant messenger is the primary means of communication among young adults so we created an innovative way to advertise using Instant Messenger. We developed a user generated video contest where consumers could enter their personal Now What moments via cell-phone. We developed a new rich-media technology that makes objects on web sites appear more realistic.
Effectiveness:
Specific results are confidential but we did make an impact, outperforming expectations including:
• Significant increases in State Farm as "a company for me", intent to purchase, and insurance quote requests from YA
• NowWhat.com had 1MM user sessions in the 1st month
• 500,000 IM disasters sent
Type Of Entry: Product and Service
Category: Commercial Public Services
Title: LIVING VIDEO
Advertiser/Client: GOOGLE GERMANY
Product/Service: GOOGLE VIDEO WEBSITE
Entrant Company, City: KOLLE REBBE WERBEAGENTUR, Hamburg
Country: GERMANY
Media/Advertising Agency, City: KOLLE REBBE WERBEAGENTUR, Hamburg
Country: GERMANY
Credit Details:
| Name |
Position |
Company |
| Olaf Oldigs |
Executive Creative Direction |
Kolle Rebbe Werbeagentur |
| Sven Klohk/Lorenz Ritter/Ulrich Zuenkeler |
Creative Direction |
Kolle Rebbe Werbeagentur |
| Nina Zimmermann |
Art Direction |
Kolle Rebbe Werbeagentur |
| Sebastian Oehme |
Copywriter |
Kolle Rebbe Werbeagentur |
| Finn Gnoycke |
Productioner |
Kolle Rebbe Werbeagentur |
| Henning Stamm |
Producer |
Kolle Rebbe Werbeagentur |
| Markenfilm |
Production Company |
|
| Katharina Lechelt/Silke Schilling |
Account Manager |
Kolle Rebbe Werbeagentur |
Innovative Media Strategy:
In German cities Google wanted to call attention to its online service Google Video and communicate the extent of the offer: Google Video shows interesting, funny and bizarre films about any imaginable topic.
Creative Execution:
A large amount of the films shown on Google Video are made by users during everyday life. Virtually every street scene has what it takes to become a Google Video. Our idea: we simply bring Google Video into everyday life. By turning posters into video screens: enormous frames specially made in the Google Video Screen Look turn every street scene into a film: Any Film You Can Imagine.
Target Audience:
Especially people who so far hadn't used the internet for entertainment were to be reached. People who didn't grow up with Playstation and internet. Google Video was to be brought closer to them in a surprising way during everyday life.
Effectiveness:
Especially at the Brandenburger Tor, which is visited by thousand tourists every day, the video frame quickly became the second big attraction, behind which nearly every tourist had his or her picture taken. This way the Google Videoframes not only made their way into several blogs but also onto flickr.de and - far more important - into innumerable photo albums.
Type Of Entry: Product and Service
Category: Retail And E-Commerce, Incl. Restaurants
Title: SUNDIAL
Advertiser/Client: McDONALD'S
Product/Service: McDONALD'S RESTAURANTS
Entrant Company, City: LEO BURNETT USA, Chicago
Country: USA
Media/Advertising Agency, City: LEO BURNETT USA, Chicago
Country: USA
Credit Details:
| Name |
Position |
Company |
| John Condon |
Chief Creative Officer |
Leo Burnett |
| Mark Tutssel |
Creative Director |
Leo Burnett |
| John Montgomery |
Creative Director |
Leo Burnett |
| Gary Fox-Robertson |
Copywriter |
Leo Burnett |
| Vince Cook |
Art Director |
Leo Burnett |
Innovative Media Strategy:
McDonald's share of the breakfast market was under heavy attack. Sales were declining. And, in an advertising-saturated marketplace, it was getting tougher to stand out. The challenge was three-fold: 1.Make McDonald's breakfast top-of-mind among morning commuters in Chicago. 2.Fire an unforgettable salvo in the so-called 'breakfast war' - the battle to attract hungry/thirsty morning commuters. 3.Do it all with extremely limited media budget and placement. The strategy was to take traditional media (outdoor) and execute it in a way that could not be overlooked and would not be easily forgotten.
Creative Execution:
Few 'billboards' require the aid of physicists. But creating an actual working sundial was a painstaking, mind-boggling feat of engineering. Countless drawings, CAD diagrams, calculations, charts, satellite imagery, scale models - all went into producing a billboard that featured the McDonald's 'M' moving with the sun to highlight breakfast items that kept accurate time. Finding the right location was another challenge: the board needed to be both in a high-traffic area and south-facing.
Target Audience:
Even though McDonald's breakfast crosses large demographic groups, it was 18 - 49 year-old commuters who were the main focus. It was these commuters (pedestrians, subway and bus riders, car drivers) who were bombarded by a myriad of rival messages in the morning. Cutting through the clutter and speaking to these ad-savvy, ad-weary commuters was a major feat.
Effectiveness:
Overall dollar sales increased by 9% in an industry that measures growth by hundredths of one percent. Moreover, PR return on investment was extraordinary. Local broadcast media picked up the story, as did national and international publications including Business Week and Esquire. Online, the sundial was a huge buzz on thousands of international blogs.
Type Of Entry: Product and Service
Category: Business Products & Services
Title: COMMERCIAL BREAK
Advertiser/Client: DPWN
Product/Service: DHL COURIER SERVICE
Entrant Company, City: JUNG von MATT, Berlin
Country: GERMANY
Media/Advertising Agency, City: JUNG von MATT, Berlin
Country: GERMANY
Credit Details:
| Name |
Position |
Company |
| Wolfgang Schneider |
CCO |
Jung von Matt |
| Mathias Stiller |
CCO |
Jung von Matt |
| David Mously |
Creative Director |
Jung von Matt |
| Jan Harbeck |
Creative Director |
Jung von Matt |
| Jan Harbeck |
Copywriter |
Jung von Matt |
| Kristin Brause |
Designer |
Jung von Matt |
| Nicolai Niemann |
Producer |
Entspannt Film |
| Frank Lotze |
CEO |
Jung von Matt |
| Josef Konstantin Schulte |
Account Executive |
Jung von Matt |
Innovative Media Strategy:
As the leading express delivery company, DHL always takes the fastest route for its customers - and that message needed be conveyed by way of an outstanding idea, both formally and in terms of content. A DHL Sprinter van was therefore blended in to existing TV ads, with the cooperation of leading German advertisers. In this way, it was possible for the DHL Sprinter to drive through an entire advertising break.
Creative Execution:
In cooperation with leading German brands, a new media idea was developed - a complete TV advertising break in which a DHL van played the main role in each spot. A DHL driver gets into a van carrying a package and then drives it through a variety of scenes from ads made for other brands - including ads for throat lozenges and margarine. At the end of the break, the DHL driver delivers the package. The message: "Everywhere in record time. DHL."
Target Audience:
When people choose which package delivery firm to use, they generally opt for the fastest. Our message is therefore aimed at everyone who wants to send packages. Absolutely everyone. And to reach as many people as possible, our message is best placed on TV. On TV, we can reach the largest mass of potential customers - and with our idea in every spot in an advertising break.
Effectiveness:
Not only did the advertisement gain major attention among our target audience, it also gained coverage in the trade press and was therefore valuable in terms of PR for DHL.
Type Of Entry: Product and Service
Category: Corporate Information
Title: THE PEOPLE CHAIN
Advertiser/Client: DEUTSCHE TELEKOM
Product/Service: TELEPHONE NETWORK PROVIDER
Entrant Company, City: MEDIACOM GERMANY, Duesseldorf
Country: GERMANY
Media/Advertising Agency, City: MEDIACOM GERMANY, Duesseldorf
Country: GERMANY
Credit Details:
| Name |
Position |
Company |
| Michael Dautovic |
GroupHead |
MediaCom Germany |
Innovative Media Strategy:
T-Com capitalised on their status as a World Cup sponsor by making an emotional appeal to the public to come together and create the largest national team ever! Using this innovative communication approach, customers were actively encouraged to become part of the campaign and at the same time show their support for the German national team. After signing up for a specific T-Com tariff, customers received the T-Com "Welcome Football Shirt" which closely resembled that of the national football team. This was also their "ticket" to actually star in the campaign wearing the exclusive T-Com shirt.
Creative Execution:
The campaign's key visual was a chain of people all wearing the T-Com "Welcome Football Shirt". The creative material was collected online (picture uploads) or at film shoots at various staging events across the country. The theme was used across all communication channels from TV and special print formats to innovative oversized Outdoor posters. In addition to their use in the ATL campaign, footage of event participants was broadcast on large projector screens in their own cities.
Target Audience:
The campaign was aimed at adults between 20 and 49 years with a heightened presence in specific cities. However, the campaign effectively offered everyone the opportunity to personally take part in welcoming millions of football fans from all over the world to Germany, whilst showing loyal support for their national team.
Effectiveness:
An incredible 1.5 million customers signed up for the tariff and received the T-Com football shirt. 14,000 registered their pictures online and 5,600 lucky participants got the chance to "star" in the campaign. Unaided brand recognition increased by approx. 10% and T-Com finished first in a public opinion poll with 85% aided brand recognition.
Type Of Entry: Product and Service
Category: Corporate Information
Title: ENTRANCE BANNERS
Advertiser/Client: BANCO DO BRASIL
Product/Service: BANK
Entrant Company, City: ARTPLAN, Rio de Janeiro
Country: BRAZIL
Media/Advertising Agency, City: ARTPLAN, Rio de Janeiro
Country: BRAZIL
Credit Details:
| Name |
Position |
Company |
| Roberto Vilhena |
Copywriter/Creative director |
Artplan |
| Gustavo Tirre |
Copywriter |
Artplan |
| Marcos Hosken |
Art Director |
Artplan |
| Sergio Carvalho |
Art Director |
Artplan |
| Daniell rezende |
Copywriter |
Artplan |
Innovative Media Strategy:
Banco do Brasil, the Latin America's biggest bank with approximately 23 million clients takes up the challenge of increasing brand's awareness and loyalty making each and every client feel unique.
Creative Execution:
Hundreds of Bank of Brasil's entrance banners were rebranded with clients' names.
Target Audience:
300 entrance banners in nine states are rebranded with clients' names. In every bank, clients see different names such as "Bank of Carlos" replacing the real name " Banco do Brasil" (Bank of Brazil).
Effectiveness:
The campaign doubled the number of new accounts. Logins had a 300% increase. Spontaneous media launched in different means.
Type Of Entry: Product and Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: VERB YELLOWBALL
Advertiser/Client: CENTRES FOR DISEASE CONTROL AND PREVENTION
Product/Service: YOUTH OBESITY CAMPAIGN
Entrant Company, City: ARC WORLDWIDE, Chicago
Country: USA
Media/Advertising Agency, City: ARC WORLDWIDE, Chicago
Country: USA
Credit Details:
| Name |
Position |
Company |
| Chris Cancilla |
SVP/Group Creative Director |
Arc Worldwide |
| Tony Fuller |
Creative Director |
Arc Worldwide |
| Kyle Baer |
Senior Art Director |
Arc Worldwide |
| Brian Bennet |
Senior Copywriter |
Arc Worldwide |
| Stella Kusner |
Account Director |
Arc Worldwide |
| Adriana Janutka |
Account Supervisor |
Arc Worldwide |
| Amy Mikel |
Account Supervisor |
Arc Worldwide |
| Michelle Lund |
Planning and Research Supervisor |
Arc Worldwide |
Innovative Media Strategy:
VERB is a campaign dedicated to fighting youth obesity. We were challenged to create a movement. To get kids 9-13 active, then inspire them to spread play to other kids. We created the ultimate kid-friendly viral media vehicle. We put 500,000 yellow balls into the world. Each carried a unique code and instructed kids to play with the ball, enter the code online, blog their story, pass their ball on, and track the ball's journey. Our media launch strategy was to get the first balls released into the hands of the "right" kids who would help us start the movement. We focused on major metro areas — where trends begin.
Creative Execution:
Innovative launch media put the balls where kids would discover them on their own. We also made balls seem desirable and scarce — increasing the cool factor of getting one. Random Ball Drops: a few hundred balls were left in select parks/playgrounds. Direct Mail: balls sent unannounced to the homes of opinion-leading kids. Interactive Projections: placed in malls, movie theaters to tease YELLOWBALL's arrival. Street Performers: gathered crowds, performed amazing YELLOWBALL tricks, then distributed a select few balls.
Target Audience:
Our target discovered VERB YELLOWBALL unexpectedly, but at places that felt natural to their lives — from a spontaneous street performance outside their favorite skate shop to a mysterious projection while waiting to see a new movie. At every point, they felt like they were "in" on YELLOWBALL early. Which gave them badge status and increased the likelihood that they would pass the balls and spread the word.
Effectiveness:
Kid response to and participation in VERB YELLOWBALL was amazing. The program created 148 million kid impressions and got over 5 million kids active. 21% of the balls were passed on. Nearly 17,000 blogs were received. One ball was passed 31 times while another ball traveled 39,940 miles.
Type Of Entry: Use of Media
Category: Best Use of TV
Title: DONBEI
Advertiser/Client: NISSIN FOOD PRODUCTS
Product/Service: INSTANT NOODLES
Entrant Company, City: ADK, Tokyo
Country: JAPAN
Media/Advertising Agency, City: ADK, Tokyo
Country: JAPAN
Credit Details:
| Name |
Position |
Company |
| Shiho Ishikawa |
Creative Director |
ADK |
| Youhei Ishida |
Director |
TYO |
| Yuka Kitazawa |
Director |
TYO |
| Takehisa Asahina |
Producer |
TYO |
| Homi Ouno |
Producer |
TYO |
Innovative Media Strategy:
DONBEI is one of the longest-selling instant noodle brands in Japan. However, the interest of the main target group - single males - has been decreasing, so we made it our goal to boost the brand's image and make young Japanese realize that DONBEI is still their brand. Instant noodles are a standard midnight snack in Japan. Aware of young people's habit of watching TV at night, our idea was to attack at the time they usually begin to feel hungry. We hooked up with several popular TV programs and created seamless feature/commercial blends that drew the attention of many young Japanese.
Creative Execution:
Linked to the sports program, we gained the cooperation from the actual sports commentators to play on the Donbei commercial. We broadcast the commercial instantly after the program ended and made it appear as sequence of the TV program. We aimed at half time of a soccer game that is the best time because youngsters feel hungry. Showing the sports commentators eating the noodles helped to make their appetite stimulated.
Target Audience:
Youngsters watch TV at midnight. They love sports, music and animation. We then decided to pick up channels with sports, music and animation programs at mid night which are popular among youngsters, and negotiated with channels, each of which was custom-made for each channel's midnight program with commentators just after the game.
Effectiveness:
According to our survey, the brand recognition of the product went higher after the spot was aired. Our client evaluated this obvious change of viewer rating and the fact we made it in the low budget of $18,000. This unique approach of using media succeeded.
Type Of Entry: Use of Media
Category: Best Use of TV
Title: REAL WOMEN
Advertiser/Client: UNILEVER
Product/Service: DOVE BODYWASH
Entrant Company, City: MINDSHARE USA, New York
Country: USA
Media/Advertising Agency, City: MINDSHARE USA, New York
Country: USA
Credit Details:
| Name |
Position |
Company |
| Natalie Parks |
Media Planner |
MindShare USA |
| Ellie Date |
Assoc. Planning Director |
MindShare USA |
| Andrew Heath |
Group Director |
MindShare USA |
| Greg Manago |
Producer |
MindShare Entertainment |
| Melissa Shapiro |
Group Director |
MindShare USA |
| Jen Bremner |
Brand Manager |
Unilever |
| Kristin Pontius |
Assoc. Brand Manager |
Unilever |
| Babs Rangaiah |
Director 360 Communication |
Unilever |
| David Lang |
Managing Partner |
MindShare Entertainment |
| Theresa Lowe |
Vice President |
Edelman |
Innovative Media Strategy:
To help educate the over-30 female consumer and put user generated content on the map for Real Women, we built a plan around three high-profile partnerships that helped achieve awareness and ensure the contest resonated with Dove's core consumer. The Academy Awards on ABC provided immediate penetration in an environment where Dove's "Real Beauty" positioning would be prominent. A partnership with AOL's "Uncut" provided the tools to help real women create their own commercial. Finally, Grey's Anatomy star Sara Ramirez was retained as the contest's spokesperson to provide Hollywood-style glamour and add to the buzz factor.
Creative Execution:
The Academy Awards were chosen as the perfect environment to premiere Dove's first consumer-created commercial because of its high-profile among female TV viewers and the juxtaposition of Dove's "Real Beauty" theme and the Oscars' Hollywood glamour. To increase the impact, we created pre and post bumpers featuring Sara Ramirez to tag to the winning ad. These spots reinforced Cream Oil's product benefits and congratulated the contest winner, Lindsey Miller.
Target Audience:
The campaign launched in December 2006 on The View, in which Rosie O'Donnell announced the contest. During Oscar week, "tune-in" was encouraged with a 15-second spot on broadcast TV, print ads and targeted online ads. Congratulatory print, online and TV units ran in the week after the Oscars.
Effectiveness:
The contest gathered over 1,300 video entries and 710M visits to dovecreamoil.com with 1.9MM total clicks/hits within the site itself and more than 115M requested samples. Over 39.9 million viewers watched Dove's Oscars commercial and over 250M views of the winning commercial on the site have been recorded. Extensive PR buzz included 13 national segments resulting in 234MM national impressions.
Type Of Entry: Use of Media
Category: Best Use of Cinema
Title: XBOX LIVE
Advertiser/Client: MICROSOFT
Product/Service: XBOX
Entrant Company, City: CINEVATION, Johannesburg
Country: SOUTH AFRICA
Media/Advertising Agency, City: CINEVATION, Johannesburg
Country: SOUTH AFRICA
Credit Details:
| Name |
Position |
Company |
| John Press |
Product Marketing Manager |
Microsoft |
| Gavin Casely |
CRM Manager |
Nu Metro |
| Cinevation Staff |
|
Cinevation |
| DC Media |
|
DC Media |
Innovative Media Strategy:
Targeted Existing Gamers - niche group, discerning and very hard to impress and Non-Gamers (potential Gamers) - unfamiliar with the excitement of gaming. Because the product is usually consumed (after purchase) at home in isolation/small groups, there is little opportunity for non-gamers to personally engage with and experience gaming. We created a highly visible ATL platform for XBOX's PGR driving game by interrupting traditional advertising on the cinema reel with LIVE content thereby actively demonstrating XBOX's positioning as the "Next Generation of Gaming". We attracted existing gamers with the scale and innovation while letting non-gamers personally experience the thrill of gaming.
Creative Execution:
We broke into traditional cinema advertising reels with unexpected LIVE XBOX "commercials" in which racing games were played live on screen by members of the audience making each interaction a thrilling and realistic gaming experience. The unexpectedness, innovation and sheer scale of the communication using larger than life visuals and surround sound supported XBOX's positioning as the "Next Generation of Gaming". As games were played LIVE, the unpredictability of the outcome enhanced the audience's excitement.
Target Audience:
The LIVE ads promoted a PGR cinema gaming tournament in which contestants competed on cinema screens countrywide. XBOX-PGR racing kiosks were also placed in cinema foyers for the patrons over this period. Combining an untraditional usage of traditional media (first LIVE cinema ads) together with the experiential touch points (kiosks in foyers and the grand finale tournament "shoot outs" in cinemas) ensured a fully integrated campaign giving mass experiential exposure to a niche product.
Effectiveness:
The attach rates (industry measurement) achieved over the December period for the platform were just under 6/1 which are the highest ever seen on a console gaming platform in its launch phase. XBOX's - PGR achieved the number one spot in terms of sales for the genre for that period.
Type Of Entry: Use of Media
Category: Best Use of Magazines
Title: PAGES
Advertiser/Client: MOTOROLA
Product/Service: MOTOROLA C261
Entrant Company, City: OGILVY & MATHER COLOMBIA, Bogota
Country: COLOMBIA
Media/Advertising Agency, City: OGILVY & MATHER COLOMBIA, Bogota
Country: COLOMBIA
Credit Details:
| Name |
Position |
Company |
| Juan Posada |
Head Of Art |
Ogilvy/Mather |
| Samuel Estrada |
Executive Creative Director |
Ogilvy/Mather |
| Ivan Mesa |
Art Director |
Ogilvy/Mather |
| Diego Ortiz |
Copy Writer |
Ogilvy/Mather |
| Gladys Lleras |
Account Supervisor |
Ogilvy/Mather |
| Liza Salguero |
Marketing Manager |
Motorola |
| John Forero |
Executive Creative Director |
Ogilvy/Mather |
Innovative Media Strategy:
The objective was to communicate the ultraslim design of the Motorola C261 mobile phone using the magazines as a principal media. We were facing a media saturated with ads selling mobile machines and we had the necessity of standing out with a different, interactive and intelligent proposal.
Creative Execution:
With the ad we did not only communicate the ultraslim design of the mobile phone, but we made the consumer feel with it's own hands the real size of the mobile phone.
Target Audience:
The fact of consumers facing a new interactive ad that somehow imposed a challenge to them, assured the impact in our target group.
Effectiveness:
This ad managed to wake up the interest of the target consumer for the mobile phone. In the quarter on which the ads were published, sales grew 231% in regard to the former quarter.
Type Of Entry: Use of Media
Category: Best Use of Magazines
Title: PIMPLE
Advertiser/Client: RECKITT BENCKISER DEUTSCHLAND
Product/Service: CLEARASIL FACE WASH
Entrant Company, City: EURO RSCG, Duesseldorf
Country: GERMANY
Media/Advertising Agency, City: EURO RSCG, Duesseldorf
Country: GERMANY
Credit Details:
| Name |
Position |
Company |
| Felix Glauner |
Executive CD |
Euro RSCG |
| Harald Wittig |
Executive CD |
Euro RSCG |
| Markus Daubenbьechel |
Creative Director |
Euro RSCG |
| Jean-Pierre Gregor |
Junior Art Director |
Euro RSCG |
| Stefan Minder |
Photographer |
Euro RSCG |
| Nicole Burzlaff |
Art Buying |
Euro RSCG |
| Harald Jaeger |
Account Supervisor |
Euro RSCG |
| Desiree Rose |
Digital Artist |
Euro RSCG |
Innovative Media Strategy:
Young people are getting more and more skeptical when it comes to classical advertising. Unfortunately, especially in this target group, Clearasil faces a decrease in likeability.
Creative Execution:
With the help of our specially created pimple sticker, we turned the front page of a hip youth magazine into a Clearasil ad; possibly the smallest tag-on ad ever done. The branding and the web address can only be seen on the reverse side of the sticker to create the teaser reveal effect. Added value: Kids get a little sticker as a gimmick that they can put on their own pictures to create even more buzz.
Target Audience:
Young people between 12 and 22.
Effectiveness:
The traffic on the Clearasil website increased significantly. Due to strong demand and success, we will produce little bags with extra pimple stickers. They are planned to be used as promotional giveaways or on-product promotions.
Type Of Entry: Use of Media
Category: Best Use of Newspapers
Title: DO U GET IT?
Advertiser/Client: VODAFONE
Product/Service: SMS SERVICE
Entrant Company, City: OMD SPAIN, Madrid
Country: SPAIN
Media/Advertising Agency, City: OMD SPAIN, Madrid
Country: SPAIN
Credit Details:
| Name |
Position |
Company |
| Javier Blanco |
Media Account Director |
OMD Spain |
| Noelia Fernбndez |
Media Team Director |
OMD Spain |
| Ana Pastor |
Media Planner |
OMD Spain |
| Manuel Carbajo |
Ignition Director |
OMD Spain |
| Fбtima Valverde |
Ignition Supervisor |
OMD Spain |
| Vanesa Gonzбlez |
Ignition Producer |
OMD Spain |
| Luisa Escorial |
Ignition Producer |
OMD Spain |
| Belйn Renieblas |
Media Team Supervisor |
OMD Spain |
Innovative Media Strategy:
For young people between 18 and 28, the mobile phone bill is one of their main costs. This segment includes university students. 78% frequently use SMS compared with a national average of 54%. Vodafone launched a new SMS promotion, with a very limited budget that meant that we had to optimise impact on the core target group. The leading university press title alone has 30% more readers compared with the main national daily. Thus, we had a specialist segment, suitable for reaching the consumer in their own language, the written language… of mobile phones.
Creative Execution:
We converted the language of SMSs into our own media. We reached an agreement with all the university mastheads so that one of their editorial pages was printed in this language. At the bottom of the page, Vodafone put a small clue, using the same language. Over the page, the editorial content was repeated but this time the text was written correctly. At the bottom of this page, Vodafone explained in detail the benefits of its promotion.
Target Audience:
SMS messages have generated a new language among young people thanks to their voracious appetite for communication, common across all countries. It is a language whose rule is that everything is valued that can be understood in abbreviated format. With this campaign, we exemplified the promotion, turning the paper editors into the promotion's first "addicts". We succeeded in connecting with the core target audience in their own language, creating a graphic activity that was different, exclusive and achieved high levels of awareness.
Effectiveness:
The real value of the activity was triple the invested budget. We led the sector's Top of Mind in printed media. We exceeded the commercial objectives by more than 14% and 19% compared to the previous SMS promotion. There was an increase of 24% in young people's identification values with the brand.
Type Of Entry: Use of Media
Category: Best Use of Outdoor
Title: FLOODED CITY INFO MAPS
Advertiser/Client: EARTH LOVE MOVEMENT FOUNDATION
Product/Service: GLOBAL WARMING AWARENESS
Entrant Company, City: JUNG von MATT, Hamburg
Country: GERMANY
Media/Advertising Agency, City: JUNG von MATT, Hamburg
Country: GERMANY
Credit Details:
| Name |
Position |
Company |
| Friederike Dous |
Account Manager |
Jung von Matt |
| Jan Rexhausen |
Creative Direction |
Jung von Matt |
| Doerte Spengler-Ahrens |
Creative Direction |
Jung von Matt |
| Stefanie Huber |
Art Direction |
Jung von Matt |
| Henning Mueller-Dannhausen |
Copywriter |
Jung von Matt |
| Jasmin Bedir |
Account Manager |
Jung von Matt |
| Biljana Retzlik |
Account Manager |
Jung von Matt |
Innovative Media Strategy:
The communication goal was to show people the dramatic effect global warming will have on major coastal cities. We invented a new medium to reach our target group in a surprising way at a key moment: by exchanging ordinary city maps with posters that show the same area when the ice caps have melted, we made an important point in a striking new way.
Creative Execution:
By showing precisely what we might lose in the near future, we bring a message that is broadly covered by TV and news papers right to the hearts of travellers.
Target Audience:
We delivered our message in the most frequented costal cities in the world, where our target audience can really feel what will be lost if global warming is not stopped. While exploring the beauty of these cities, a glimpse on the map makes clear how much is at risk.
Effectiveness:
The traffic on www.earthlovemovement.org increased by 500% and many actions were initiated.
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Title: MONEY IS THE MEDIUM
Advertiser/Client: ASB BANK
Product/Service: MOBILE CASH TRANSFER SERVICE
Entrant Company, City: OMD NEW ZEALAND, Auckland
Country: NEW ZEALAND
Media/Advertising Agency, City: OMD NEW ZEALAND, Auckland
Country: NEW ZEALAND
2nd Media/Advertising Agency, City: TBWAWHYBIN, Auckland
Country: NEW ZEALAND
Credit Details:
| Name |
Position |
Company |
| Rebecca Houston |
Business Director |
OMD New Zealand |
| Will Douglas |
Media Planner/Buyer |
OMD New Zealand |
| Chloe Hardy |
Media Buyer |
OMD New Zealand |
| Sarah Goldring |
Group Account Director |
TBWA/Whybin New Zealand |
| Andy Blood |
Creative Director |
TBWA/Whybin New Zealand |
| Tracey Hazelwood |
Account Manager |
TBWA/Whybin New Zealand |
| Verity Butt |
Creative |
TBWA/Whybin New Zealand |
| Karen Maurice-O`Leary |
Creative |
TBWA/Whybin New Zealand |
Innovative Media Strategy:
Pago is a financial innovation in New Zealand where, from a virtual wallet linked to an everyday bank account, users can text each other money, from one mobile phone to another. It was a dream brief - the client demanded (and research supported) non-conventional advertising. Key insight: The prospect target was defined as 'Digital Natives' - a tech savvy youth audience. Although highly cynical of conventional marketing messages they are captivated by innovation and digital development. Strategy: Capture attention through new technology and media innovation reflective of the Pago brand. The media solution discovers new touch points and embodies genuine media innovation.
Creative Execution:
Innovation and new media was key to engaging the target audience. The creative execution pixelated the New Zealand $5 note. Media innovation sought Government approval to sticker this pixelated image onto real NZ$5 currency notes - then seeded into circulation through relevant distribution channels. Thus we created a totally new media channel for Pago's launch.
Target Audience:
The 'youth' audience is mobile and seldom at home - we knew where they shopped and where they went. The stickered $5 note was distributed at key youth retailers such as the Adidas concept store and at the Big Day Out, New Zealand's largest youth music festival. This got the message directly into their hands, reflected the creative, and where better to talk about an alternative to cash than actually on cash.
Effectiveness:
Awareness goal +21% 2-months from launch. Registration +300% 1st-week. "It was going to be a big challenge, after all there aren't too many campaigns that have created a brand, articulated a complex service and delivered acquisition all within one smallish(!) budget." V.Chong, Pago
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Title: SHOPPING
Advertiser/Client: BOEHRINGER INGELHEIM DO BRASIL
Product/Service: MUCOSOLVAN COUGH SYRUP
Entrant Company, City: LEO BURNETT BRASIL, Sao Paulo
Country: BRAZIL
Media/Advertising Agency, City: LEO BURNETT BRASIL, Sao Paulo
Country: BRAZIL
Credit Details:
| Name |
Position |
Company |
| Benjamin Yung Jr |
Art Director |
Leo Burnett Brasil |
| Felipe Massis |
Art Director |
Leo Burnett Brasil |
| Joгo Caetano Brasil |
Copywriter |
Leo Burnett Brasil |
| Ruy Lindenberg |
Creative Director |
Leo Burnett Brasil |
| Patrнcia Curty |
Account Supervisor |
Leo Burnett Brasil |
| Celina Freitas |
Account Director |
Leo Burnett Brasil |
| Ana Lъcia Balleroni |
VP Media |
Leo Burnett Brasil |
| Ana Claudia Rossati |
Media Director |
Leo Burnett Brasil |
Innovative Media Strategy:
The strategy was to map the day of the consumer, recording everything he does during the day and everywhere he goes in order to reach him when he least expected it.
Creative Execution:
We surprised the consumer by using the voice in the recording to show the benefits of Mucosolvan. After so many years, people have gotten used to hearing the same greeting. No one ever expected to hear a recorded voice that is hoarse and coughing. This is the first time an action of this type has been made, inaugurating a new media space, in addition to meeting all brand communication goals.
Target Audience:
Men and women classes A-B, from 25-49 years old.
Effectiveness:
Thousands of people visited the shopping malls and the event prompted a buzz inside the mall as shoppers commented on the action. A simple low budget idea that increased sales and fulfilled all brand communication goals.
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Title: FLOATING HANDS
Advertiser/Client: YAYASAN REBANA INDONESIA
Product/Service: NGO TSUNAMI RELIEF
Entrant Company, City: JWT, Jakarta
Country: INDONESIA
Media/Advertising Agency, City: JWT, Jakarta
Country: INDONESIA
Credit Details:
| Name |
Position |
Company |
| Juhi Kalia |
Executive Creative Director |
JWT |
| Chandrawatie Anwar |
Creative Director |
JWT |
| Lia Lenggogeni |
Group Head/Copywriter |
JWT |
| Peddy Suryadinata |
Senior Art Director |
JWT |
| Christina Phan |
Producer |
JWT |
| Hadi Ramdhan |
Production Manager |
JWT |
| Lies Yuwono |
Traffic |
JWT |
Innovative Media Strategy:
In time with children's day, we floated over 500 children's hands in the country's most iconic roundabout. Leaflets and signs urged people to donate and help provide committed psychological care.
Creative Execution:
The use of water and almost life - like hands made for an unusual, uncomfortable and powerful sight that was hard to ignore.
Target Audience:
More than 5000 children lost their parents and were scarred for life by the tsunami in Aceh. They are in desperate need of help even today. But it's been two years and most people have forgotten about them.
Effectiveness:
The installation helped people remember and realise that thousands of orphans still need their help. Countless children's books, clothes, school bags, and toys were collected. Product worth 30 million Rupiah was donated by corporations.
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Title: BIG SHADOW
Advertiser/Client: MICROSOFT CORPORATION
Product/Service: XBOX 360
Entrant Company, City: GT, Tokyo
Country: JAPAN
Media/Advertising Agency, City: GT, Tokyo
Country: JAPAN
Credit Details:
| Name |
Position |
Company |
| Koshi Uchiyama |
CD |
GT INC. |
Innovative Media Strategy:
We needed to generate buzz for the most strategically important game of 2006 for Microsoft Xbox 360, to surpass the competing Nintendo Wii and Sony PS3 introduced in the same period. The key idea was to transform the virtual game experience into a real-world experience, realised in Shibuya, the geographic center of Japan's youth culture. Consumers go to Shibuya to seek stimulation and share new experiences which we gave them, thereby magnifying the buzz that we created so it spread throughout Japan.
Creative Execution:
To communicate that this game is about a protagonist whose shadow becomes a dragon when he fights, we created an interactive outdoor advertisement where people play with their shadows in Shibuya, center of Japan's youth culture. We combined our online interactive experience design technology with our sensing technology, developed for media art installations, to create a previously inconceivable real-world interactive experience where shadows were projected as animations on a giant wall in real time.
Target Audience:
The target was Generation-Y gamers who grew up with the Internet and buzz-influencers who gather in Tokyo's hottest area. We effectively and successfully reached this audience using outdoor media and the Internet in an integrated fashion.
Effectiveness:
The game software was purchased by half of all the Xbox 360 users in Japan. Within two weeks of beginning this promotion, we gained the number one word ranking for blog searches, according to Technorati.
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Title: MONTANA METH
Advertiser/Client: MONTANA METH PROJECT
Product/Service: DRUG PREVENTION CAMPAIGN
Entrant Company, City: OMD USA, New York
Country: USA
Media/Advertising Agency, City: OMD USA, New York
Country: USA
Credit Details:
| Name |
Position |
Company |
| Teri Bauer |
General Manager/Media Director |
OMD |
| Katie Bergerud |
Associate Director Of Strategy |
OMD |
| Jill Hartman/Venables Bell/Account Supervisor |
Account Supervisor |
Venables Bell |
| Ray Andreade/Venables Bell/Art Director |
Art Director |
Venables Bell |
| Ellen Springer/Venables Bell/Art Director |
Art Director |
Venables Bell |
| James Robinson/Venables Bell/Copywriter |
Copywriter |
Venables Bell |
| Chip Waters/Venables Bell/Copywriter |
Copywriter |
Venables Bell |
| Dan McConnell |
Sr. VP/Managing Director PR |
DDB |
| Nitsa Zuppas |
Executive Director |
The Thomas and Stacey Siebel Foundation |
Innovative Media Strategy:
Methamphetamine (meth) use has created a crisis in small-town America. The illegal, but widespread drug has wreaked havoc on families, schools, hospitals and law enforcement. The addiction rate for Meth is a staggering 93% compared to alcohol's rate of 10%. Our goal was to raise awareness of the wide-spread negative effects of meth and reduce meth use by 20%. Rural students are 59% more likely than urban kids to use meth but non-traditional media did not exist in the rural areas of Montana. We needed a huge share-of-voice and an innovative solution to combat this devastating epidemic.
Creative Execution:
To stimulate the community, we used TV for air coverage, radio for frequency -- then, most importantly, we turned to the people of the state of Montana. This battle required community passion and participation. Paint the State, a first-of-its-kind public art competition, encouraged all Montanans to use whatever "canvas" best spread the word. "Multi-media" submissions included everything from painted cows to grain silo murals. Local businesses and generous citizens volunteered time, energy, supplies and money.
Target Audience:
We conducted face-to-face meetings (often emotionally heated) with each local TV/radio station, OOH owner, high school/daily newspaper and Movie Theater about meth's impact on the community and to rally their support. We seized our targets' attention with heart-wrenching TV spots and alarming OOH images. Created websites for teens to exchange their personal stories and served as a place for community leaders and parents to get the latest resources, treatment and peer-to-peer help. We were everywhere.
Effectiveness:
The most successful drug prevention effort in US history Paint The State generated 1000 entries representing all 56 counties. (230,000 square km) 90% advertising recall 93% perceive meth as having "great risk" 50% of teens had 2+ conversations with parents (up 34%). Meth use fell 70% Meth-related crime decreased 50%
Type Of Entry: Use of Media
Category: Best Use of Special Events and Stunts
Title: DRUNK DRIVING CAN BE FUN
Advertiser/Client: TOOT-N-SCOOT
Product/Service: TAXI SERVICE
Entrant Company: TEQUILAJOHANNESBURG
Country: SOUTH AFRICA
Media/Advertising Agency: TEQUILAJOHANNESBURG
Country: SOUTH AFRICA
Credit Details:
| Name |
Position |
Company |
| Hagan de Villiers |
Copywriter |
Tequila Johannesburg |
| Gary Steele |
Art Director |
Tequila Johannesburg |
| Matthew Barnes |
Creative Director |
Tequila Johannesburg |
| Gabi Baron |
Account Director |
Tequila Johannesburg |
| Janyon Boschof |
Photographer |
Janyon/Camera |
| Craig Walker |
Production |
E-Graphics |
| Lisa Jericevich |
Make-up Artist |
Red Hot Ops |
Innovative Media Strategy:
Anti-drunk driving TV/radio ads are long forgotten by the time people get to their favourite watering hole. So our primary objective was to communicate with South Africans while they were out drinking - it had to connect with them during party time and alter perceptions, opinions and decisions. We wanted to raise awareness among Festive Season revellers in pubs and clubs, and limit the number of alcohol-related motor vehicle accidents.
Creative Execution:
We sent ugly-as-sin people into pubs and clubs. They were, for all intents and purposes, walking talking live sobriety tests. They were armed with business cards that they handed to patrons after explaining the service to them. There were Toot-n-Scoot drivers with their fold-away scooters at the venues, making it easy for people to experience the service.
Target Audience:
Two factors influenced the target market. A) Old habits die hard. South Africans over 35 years old are set in their ways and therefore difficult to convince. B) On average, younger drivers have more accidents. We therefore decided to concentrate on a younger market, targeting males and females under 30 in order to create a new 'drinking and driving' culture in South Africa. We approached them when and where they were out drinking.
Effectiveness:
The stunt received enormous publicity in national newspapers; coverage on marketing websites and massive exposure through DJ discussions and live call-ins on the three biggest radio stations (702, 5fm and Highveld Stereo), combined listenership: 3.1 million. Toot-n-Scoot enjoyed their busiest Festive Season to date with a ROI of over 2000%.
Type Of Entry: Use of Media
Category: Best Use of Special Events and Stunts
Title: HYPNOMARKETING
Advertiser/Client: ICON CLOTHING
Product/Service: GOLF PUNK APPAREL
Entrant Company, City: NAKED COMMUNICATIONS, Sydney
Country: AUSTRALIA
Media/Advertising Agency, City: NAKED COMMUNICATIONS, Sydney
Country: AUSTRALIA
Credit Details:
| Name |
Position |
Company |
| Adam Ferrier |
Planning Partner |
Naked Communications |
| John Du Vernet |
Head of Special Projects |
Naked Communications |
| Paul Swann |
Ideas Director |
Naked Communications |
| Ben Cunnington |
Communications Strategist |
Naked Communications |
| Mike Smith |
Special Projects |
Naked Communications |
| Pauly Grant |
Head of Internal Affairs |
Naked Communications |
| Nick Sommer |
Ideas |
Naked Communications |
Innovative Media Strategy:
Challenge: Make a street brand on the periphery cool again. Prove to the world Golf Punk defies convention - "you don't get it…and we don't care". We identified a controversial topic that we knew would resonate with our audience: young people are cynical about the power of media and advertising and the manipulation and persuasion they use to achieve a sale. We sought to generate publicity by exploiting the misconception that advertising brainwashes consumers. We created HypnoMarketing, a fake firm that turns young people into brand advocates for life through the power of hypnosis. Golf Punk would be HypnoMarketing's first client.
Creative Execution:
To ensure the media and consumers believed Hypnomarketing's legitimacy we created logos, established an office, employed an actor as GM, built a website to explain the process and invited people to live events. At these events our hypnotist hypnotised people. He led the audience and assembled media to believe that those hypnotised would become lifelong Golf Punk advocates. Golf Punk appeared in all communications, first subtly, then more blatantly as consumers became more engaged.
Target Audience:
We used channels our audience seek out rather than screen. Media selection reflected the "dubious" nature of HypnoMarketing: street press, pole posters, flyers, seeding, to promote the events. The events were the centerpiece. Audiences enjoyed an evening of what they believed was people being "programmed" through hypnosis, Golf Punk was fully integrated. To amplify reach, event footage was posted on P2P websites. We then had momentum; GM gave interviews to TV, radio, press, articles appeared online, ect.
Effectiveness:
"Outraged" media coverage; Australia's leading current affairs TV show, 14 radio stations, 17 newspapers, 1000's of blogs. Thousands called HypnoMarketing. 6,000 expressed interest in the events. 2.5 million Australians were impacted. Media value $1.9 million. ROI 1800%. "We've received unprecedented demand from new retailers and regained our cool" Richard Bell - Client
Type Of Entry: Use of Media
Category: Best Use of Radio
Title: EXCLUSIVE TRAFFIC FM
Advertiser/Client: SULAMЙRICA
Product/Service: CAR INSURANCE
Entrant Company, City: MPM PROPAGANDA, Sao Paulo
Country: BRAZIL
Media/Advertising Agency, City: MPM PROPAGANDA, Sao Paulo
Country: BRAZIL
Credit Details:
| Name |
Position |
Company |
| Daniel Chalfon |
Media Director |
MPM Propaganda |
| Gabriel Queiroz |
Media Manager |
MPM Propaganda |
| Aaron Sutton |
Creative Director |
MPM Propaganda |
| Jorge Iervolino |
Creative Director |
MPM Propaganda |
Innovative Media Strategy:
The car insurance segment was commoditized in terms of products and also in media strategy, where everybody was used to sponsor the traffic information bulletins on major news radios. Our goal was to create something that would stand out of the crowd, changing the game for the car insurance business in Sгo Paulo city. We developed a never seen before media opportunity in Brazil. The Sul America Traffic Radio is an exclusive station, broadcasting traffic information 24 hours a day, in a city with a fleet of over 6 million vehicles and with traffic jams that are known worldwide.
Creative Execution:
The SulAmerica Radio is an exclusive station, transmitted on FM radio, with the most relevant content for car drivers in the city. Here the key idea is the media, in a few weeks the radio became the most important and relevant source for traffic news in the city, creating a strong audience in a moment of very relevant aperture for a car insurance brand.
Target Audience:
No subject is more relevant for car drivers in Sгo Paulo than traffic news. The strategy was to create a new station so relevant that consumers already went directly to the radio because of the content. In this case the audience looked for the advertiser, rather than the traditional relationship where the brand looks for the audience.
Effectiveness:
The radio is now the major source of traffic news in the city, improving not only the client's brand awareness, but also making other companies look for the client with new business opportunities through the station. In the first month of the project, new insurance sales increased 35% and the brand awareness grew 125%.
Type Of Entry: Use of Media
Category: Best Use of Internet/New Media
Title: AKARIUM CALL PROJECT
Advertiser/Client: HARAJUKU OMOTESANDO KEYAKI-KAI
Product/Service: AKARIUM CALL PROJECT
Entrant Company, City: 777INTERACTIVE, Tokyo
Country: JAPAN
Media/Advertising Agency, City: HAKUHODO, Tokyo
Country: JAPAN
2nd Media/Advertising Agency, City: HAKUHODO DY MEDIA PARTNERS, Tokyo
Country: JAPAN
Credit Details:
| Name |
Position |
Company |
| Junya Masuda |
Creative Director |
777interactive |
| Rikako Nagashima |
Art Director |
Hakuhodo Inc. |
| Genki Kimura |
Copy Writer |
Hakuhodo Inc. |
| Junya Masuda/Kensuke Sembo/Ryoji Tanaka |
Planner |
777interactive/ZOOLIB/SEMITRANSPARENT DESIGN |
| Kensuke Sembo/Toshiyuki Sugai |
Technical Director |
ZOOLIB/SEMITRANSPARENT DESIGN |
| Hiroo Suzuki |
Director |
KAYAC |
| Syuhei Kamiya/Satomi Nozaki |
Designer |
KAYAC |
| Syuhei Kamiya/Yosuke Doke |
Flasher |
KAYAC |
| Hiroshi Hori/Yoshibumi Hayashi |
Producer |
Hakuhodo Inc. |
Innovative Media Strategy:
Holiday illuminations finally returned to Omotesando Avenue after eight years (Omotesando is a Japanese version of Le Champs-Elysees in Paris). This project was designed with the concept "Brand New Lumino-sphere", to create the world's first interactive holiday illumination that joins together "cell phones", "the internet", and "the event site". Participants can join in on the event via cell phones to voice-control the illumination stationed along the main street, or they can join in via webcam accessible from anywhere in Japan. This brand new communication project brings together voices of audiences all over Japan to be reflected on the holiday illuminations.
Creative Execution:
Participants all over Japan were able to enjoy the event live via webcam. This event was designed so that participants can easily join in live from anywhere in Japan. Pamphlets and magazine ads were flooded with the toll free number, but this interactive holiday illumination project did not need much advertising. It spread by word of mouth, via blogs and YouTube.
Target Audience:
Utilisation of cell phones (mobile media) made it easy for people to participate. Utilisation of the internet (cyber media) allowed participants from all over Japan.
Effectiveness:
100,000 people visited our website during the event period of 17 days. It was introduced in over 1,000 blogs along with coverage in news and informational programs on TV. Participation from all over Japan made this one of the biggest events in Japan, contributing greatly to branding Omotesando Street.
Type Of Entry: Use of Media
Category: Best Use of Sponsorship
Title: BLUE GENERATION
Advertiser/Client: BBVA
Product/Service: BLUE FINANCIAL PRODUCTS
Entrant Company, City: OMD SPAIN, Madrid
Country: SPAIN
Media/Advertising Agency, City: OMD SPAIN, Madrid
Country: SPAIN
Credit Details:
| Name |
Position |
Company |
| Antonio Lуpez |
Media Account Director |
OMD Spain |
| Mercedes Aparicio |
Media Supervisor |
OMD Spain |
| Marisa Padrino |
Media Supervisor |
OMD Spain |
| Manuel Carbajo |
Ignition Director |
OMD Spain |
| Andrйs Garcнa |
Ignition Supervisor |
OMD Spain |
| Susana Barona |
Ignition Producer |
OMD Spain |
| Luisa Escorial |
Ignition Producer |
OMD Spain |
Innovative Media Strategy:
BBVA aimed to refresh its image among its young target segment through the re-launch of its BLUE products. BBVA and the music-related TV programme, Operaciуn Triunfo, a leading show for young audiences, have shared values that identify our target. These are the same that were built during BBVA's recent campaigns, and translated into the "Adelante" concept. Adelante means grow, excel, passion, live an adventure… it is also a symbolic musical jingle that we wanted to turn into a generational hymn. The contestants, whose ability has always put them at the top of the charts, were to be given a song that would accompany them throughout their ups and downs.
Creative Execution:
The massive castings from the show started with an unexpected test: the contestants would make our Adelante jingle their own, turning it into a unanimous expression of their feelings in the Academy. The song also featured the three communication themes: the presenter's prescription, driving traffic to the www.bluebbva.com website and the joint exploitation of content. It would reach its full expression as a main theme in the official programme CD, entitled "Adelante".
Target Audience:
The Adelante concept turned into a powerful youth code that, via the song, would identify the advantages of being BLUE: the best finance solutions for young people and incredible exclusive content from their favourite programme at www.bluebbva.com: free downloads to mobile phones, Chat and OT Blog, tickets for the Galas, Canal OT 24 hours, Videoteca, etc. Today, Adelante is an infectious chorus on the lips of young people, their spontaneous expression of hope and a great "community".
Effectiveness:
A record in terms of coverage. The volume of business grew 178%. We increased traffic to www.bluebbva.com tenfold (more than 8 million pages). More than 34,000 direct references appeared on the Internet, and on Youtube alone, more than 100,000 views of "Adelante" videos. The "Adelante" CD achieved double platinum in two weeks.
Type Of Entry: Use of Mixed Media
Category: Use of Mixed Media
Title: A TIME MACHINE? A WASHING MACHINE?
Advertiser/Client: HITACHI
Product/Service: WASHING MACHINES
Entrant Company, City: DENTSU, Tokyo
Country: JAPAN
Media/Advertising Agency, City: DENTSU, Tokyo
Country: JAPAN
Credit Details:
| Name |
Position |
Company |
| Noriaki Kuramoto |
Producer |
Dentsu |
| Shohei Nishina |
Producer |
Dentsu |
| Tetsuya Kikuchi |
Strategist |
Dentsu |
| Mitsuhiko Goto |
Communication Designer |
Dentsu |
| Yuki Tamura |
Strategist |
Dentsu |
| Shu Akahane |
Strategist |
Dentsu |
| Toshiyuki Nishino |
Account Executive |
Dentsu |
| Masaki Nakamura |
Account Executive |
Dentsu |
| Hisashi Shimozawa |
Communication Designer |
PIERCE |
Innovative Media Strategy:
The communication goal for Hitachi's new washing machine launch campaign was to reposition the conventional function-based "need" strategy to an emotional-based "desire" strategy. This was derived from target insights that consumers necessarily won't select the product simply by specs but by emotion. To fulfill our objectives, we established a movie project where the washer takes the leading role and the movie itself becomes the launch campaign medium. Japanese box office movies are the dominant media that target consumers actively and also attract them. Furthermore, the recent domestic film market's success achieved extensive touch points.
Creative Execution:
Strategists played a central role developing a new creative campaign combining the Hitachi Washer with the box office movie. We not only succeeded in letting a washing machine take the leading role and including it in the movie's title, but also accomplished to fill every touch point with the movie aspects. We also hit all the consumer touch points by connecting the targeted consumers to the retail stores.
Target Audience:
According to market research, the target audience is women aged 35-44. First phase started with a strategic word-of-the-mouth campaign based on teaser trailers and publicity. Secondly, we secured every touch point (web, mobile, magazine, newspaper, brochures, etc.) that our target would access when selecting a washing machine, and lured them to the retailers. A sweepstake campaign website was specially developed. Also, to capture dramatic attention in the washing machine department in stores, we displayed the mockup of the drum washer time machine from the movie.
Effectiveness:
Massive movie TVCM; PR of over 100 programs, worth over $10 million. 95% (vs. 75% at pre-campaign) showed purchase intentions. After watching the movie, 100% showed purchase intentions. Washer sales: 120% of goal. Consistently ranked top 3 at product comparison sites! Top seller at stores!
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