Cannes Lions 2009 - Áðîíçîâûå ïðèçåðû â íîìèíàöèè Promo Lions

CARLTON DRAUGHT PLASTIC CUP

Type of Entry: Use of Media Category: Event and Field Marketing Title: CARLTON DRAUGHT PLASTIC CUP Advertiser/Client: FOSTER'S GROUP Product/Service: DRAUGHT BEER Entrant Company: CLEMENGER BBDO MELBOURNE, AUSTRALIA Sales Promotion/Advertising Agency: CLEMENGER BBDO MELBOURNE, AUSTRALIA 2nd Sales Promotion/Advertising Agency: CSM MELBOURNE Melbourne, AUSTRALIA Creative Credits Name Company Position James Mcgrath Clemenger BBDO Melbourne Executive Creative Director Ant Keogh Clemenger BBDO Melbourne Creative Director/Copywriter Grant Rutherford Clemenger BBDO Melbourne Creative Director/Art Director Janet Croll CSM Melbourne Creative Director/Art Director Yvette Caprioglio CSM Melbourne Copywriter Karolina Bozajkosvka Clemenger BBDO Melbourne Agency Producer Jonnie Morris Prime Cuts Director/Director Of Photography/Editor Paul Le Couteur Flagstaff Studios Sound Engineer Chris Budgeon Chris Budgeon Photography Photographer Paul Mcmillan Clemenger BBDO Melbourne Group Account Director Phil Baker Clemenger BBDO Melbourne Account Director Describe the brief from the client: After Carlton Draughtâ?Ts success with the â??Big Adâ?? (which featured thousands of men in robes running around a field carrying beer), we were asked to create an interactive promotion, which leveraged this imagery. Describe how the promotion developed from concept to implementation: We devised a national media event to rival the famous Melbourne Cup Horse Race. Our team negotiated with the Spring Racing Board to stage a tongue-in-cheek race during what is considered a prestigious horse racing carnival. â??The Carlton Draught Plastic Cupâ?? was created. A televised event, 18 contestants competed for $100,000 first place prize money. They were disqualified if they finished the race with less than 200ml of beer in their plastic cup. Held on the home-straight, it has become the largest prize for any foot race in Australia. Describe the success of the promotion with both client and consumer including some quantifiable results: 4,469 participating outlets 14,611 entries Sales +6% vs. previous year Sales +11% vs. Sept â??07. Free media support Radio $250k TV $3.2m+ Due to its wide appeal, the race has become an annual part of the Melbourne Spring Racing Carnival. Explain why the method of promotion was most relevant to the product or service: Carlton Draught is the sponsor of the Spring Racing Carnival. We hijacked the event, which our target audience was already attending, and leveraged the brandâ?Ts values: being real and down to earth. The target market was 18â?"40 year old urban, educated guys who want to enjoy life by having a balance between work and play. Promoted on in-store posters, cartons, the web and television, the campaign also received $3.5m in free TV & radio media support. Contestants entered using an SMS code found on Carlton Draught cartons. Qualifiers won a place in the race and the chance to win the $100,000.

LISTEN

Type of Entry: Use of Media Category: Event and Field Marketing Title: LISTEN Advertiser/Client: KOREA HEART FEDERATION Product/Service: HEART DISEASE CAMPAIGN Entrant Company: CREATIVIA Seoul, KOREA Sales Promotion/Advertising Agency: CREATIVIA Seoul, KOREA Creative Credits Name Company Position In-Suh Chung Creativia Creative Director Jae-Ki Lee Creativia Creative Developer Gun-Woong Choi Creativia Art Director Ji-Hyun Lim Creativia Designer Joo-Ho Chung Creativia Copywriter Il-Jin Ko Creativia Copywriter Sung-Hyup Cho Creativia Promotion Manager Sung-Woo Lee Creativia Designer Hanul Kim Creativia Music And Sound Ignite Creativia Music And Sound Seung-Joon Choi Creative Commons Media Artist Min-Soo Shin Hall And Pool Media Artist Mi-Ran Park Design Hamm Architecture/Interior Sang-Joon Lee D-O-E-S Director Hyun-A Yoon D-O-E-S Director Seo-Yung Choi Yes Director Describe the brief from the client: The Korea Heart Federation (KHF)â?Ts biggest concern and one of the major causes of death for Korean people today is heart disease. Since heart disease is incurable, the best cure is to prevent it. However, despite many efforts and campaigns, many people still do not realize the seriousness until they actually fall ill. The risk factors such as smoking, alcohol and obesity are still increasing. In consideration of this fact, KHF, through an innovative campaign, aimed to create an atmosphere where everyone is concerned about protecting their hearts from a young age, before they fall ill. Describe how the promotion developed from concept to implementation: Our concept was to help people recognize each of their hearts as a valuable gift, not just a biological organ inside their body. The best way to deliver this message was by actually allowing people to get an opportunity to listen to their hearts, enabling them to share a miraculous moment with it. Therefore, we developed the 'Listen Device', which digitalizes the target's heartbeat into an MP3 while listening to oneâ?Ts own heartbeat. Then, we combined the digital heartbeat with music and art, and saved it permanently on the website so that people could create a deeper bondage with their hearts. Describe the success of the promotion with both client and consumer including some quantifiable results: The â??Listenâ?T campaign was the greatest success in the history of Korean health. The total number of participants increased 2700% compared to last year. Even with no particular advertising spent, over 20,000 people visited the website and more than 50,000 people visited the studio. During the campaign period, over 500 blogs and 40 different newspapers introduced our campaign. Also, 90% of the participants requested a health inspection. Due to the success, the government has promised financial support for the next campaign and a monument including the participantâ?Ts heartbeats will be kept in the â??Heart of Seoulâ?T, Nam Mountain. Explain why the method of promotion was most relevant to the product or service: The key success to KHFâ?Ts â??Listenâ?T campaign was participation. The sound of a personâ?Ts heartbeat through the â??Listen Deviceâ?T was digital content connecting on-line and off-line campaigns and was used as â??new-mediaâ?T enabling active participation. By relating music and art to our hearts, we were able to create a cultural turning point where people began to respect and truly love their own hearts. The heartbeats of singers were released as a digital album, and a heart experiencing studio combined with media-art was created for the first time for an individual to actually 'meet' their own heart.

DROP THE BOMB

Type of Entry: Use of Media Category: Event and Field Marketing Title: DROP THE BOMB Advertiser/Client: FOSTER'S GROUP Product/Service: CARLTON DRAUGHT BEER Entrant Company: CLEMENGER BBDO MELBOURNE, AUSTRALIA Sales Promotion/Advertising Agency: CLEMENGER BBDO MELBOURNE, AUSTRALIA Creative Credits Name Company Position James Mcgrath Clemenger BBDO Melbourne Executive Creative Director Ant Keogh Clemenger BBDO Melbourne Creative Director/Writer Grant Rutherford Clemenger BBDO Melbourne Creative Director/Art Director Sonia Von Bibra Clemenger BBDO Melbourne TV Executive Producer Jason Byrne Clemenger BBDO Melbourne Senior Agency Producer/Producer Ant Keogh/Karl Von Moller Clemenger BBDO Melbourne/Artisan Films Directors Karl Von Moller Artisan Films Cinematographer Tim Bartley Austereo Director of Photography David Cordell Freelance Camera Assistant Richard Hamer/Aaron Bickford HM Creative Editors Angus Stevens Austereo Director/Editor Paul Le Couteur/Stevo Williams Flagstaff Sound Engineers Hub Plus Production Company CSM Melbourne Design Elizabeth Rocka Freelance Production Manager Sam Cavanagh Austereo Producer Kirsten Leith Austereo Operations Director Paul Mcmillan Clemenger BBDO Melbourne Group Account Director Michael Mckeown/Sam Mackisack Clemenger BBDO Melbourne Account Directors Mike Mccall Clemenger BBDO Melbourne Retoucher Describe the brief from the client: After Carlton Draught's success with the 'Skytroopâ?T TVC, we were asked to create an interactive promotion, which leveraged this imagery. Describe how the promotion developed from concept to implementation: Contestants donated their crappy old car (the â??bombâ?T) during a two week radio promotion hosted by Australiaâ?Ts most popular drive-time radio team, â??Hamish and Andyâ??. The audience decided the winner (Gill) by voting online on the worst â??bombâ?T. A second contestant (Bill) was chosen via an on-pack promotion. It was Billâ?Ts job to decide when to drop Gillâ?Ts car out of a plane flying at 14,000 feet. The deal was, if he hit a 1km target on the ground, he won $100,000. If he missed, he and Gill got nothing. Describe the success of the promotion with both client and consumer including some quantifiable results: Highest March sales in history. Every free-to-air national news show aired the story at prime time. $1.29 million of unpaid media was acheived. For two days Hamish & Andy devoted their entire two hour, prime-time show to the promotion. Daily audience: 992,000. New records for the Hamish & Andy show. 200,000 video downloads in two days. 1,230,000 unique web impressions over a three day period. On pack entries: 53,748 Cars donated: 163 Explain why the method of promotion was most relevant to the product or service: Promoted on in-store posters, cartons and the web, the contestants entered online using a unique code found on Carlton Draught cartons. On the day of the drop, six 90 second webisodes streamed live from the Hamish and Andy website, watched by 992,000 people each day. Viral films followed online. The target market was 18 to 40 year old urban, educated guys who want to enjoy life by having a balance between work and play. Carlton Draught has begun to be synonymous with large scale, funny, dumb stunts.

GAS STATION

Type of Entry: Use of Media Category: Event and Field Marketing Title: GAS STATION Advertiser/Client: SUZUKI Product/Service: SUZUKI CARS Entrant Company: ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK Sales Promotion/Advertising Agency: ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK Creative Credits Name Company Position Michael Robert Robert/Boisen & Like-Minded Creative Director/Art Director Morten Kjær Robert/Boisen & Like-Minded Copy Writer Christina Errtizøe Robert/Boisen & Like-Minded Producer Mette Ingemann Dahl Robert/Boisen & Like-Minded Senior Account Manager Describe the brief from the client: In a time with all time high prices on fuel and an emerging financial crisis, Suzuki wanted to put focus on the very fuel efficient part of their portfolio. The communication objective was to get people to understand how much money they could save on fuel if they replaced their old car with a more fuel-efficient Suzuki, thereby putting the Suzuki brand at the consumerâ?Ts top of mind. Ultimately, the goal was to clearly position Suzuki as the major brand in the segment for smaller, more cost-efficient cars and also increase sales of 3 particular models. Describe how the promotion developed from concept to implementation: To demonstrate how cheap it is to drive one of these 3 Suzuki models, overnight, we transformed a regular fuel station in a congested area into a branded Suzuki gas station, where we sold the fuel at a 30 percent reduced price, which is how much longer these Suzuki models drive per litre compared to the average car in Denmark. Describe the success of the promotion with both client and consumer including some quantifiable results: During that one day of the event, more than 2.000 paying customers bought 14,925 litres of fuel and they experienced personally how much money they could save driving a fuel-efficient Suzuki. The event gained broad media coverage online, from the tv-stations, on radio and in national newspapers. One month later, sales for the 3 models had increased by 12,5%. This especially imopressive, given that the overall car market in Denmark at the time was in decline. Market share for Suzuki increased with 27% from August to the end of September 2008. Explain why the method of promotion was most relevant to the product or service: This promotion event was extremely relevant for Suzuki because it made Suzukiâ?Ts proposition for these 3 models very tangible to the consumers. Instead of being just another claim from a car brand, we made it very real and gave the consumers a chance to experience personally how their expenses on fuel would feel if they were driving a Suzuki.

WORLD'S 1ST EPHEMERAL MUSEUM

Type of Entry: Use of Media Category: Alternative Media: Small Scale Title: WORLD'S 1ST EPHEMERAL MUSEUM Advertiser/Client: DIAGEO PORTUGAL Product/Service: PAMPERO RUM Entrant Company: LEO BURNETT LISBOA, PORTUGAL Sales Promotion/Advertising Agency: LEO BURNETT LISBOA, PORTUGAL 2nd Sales Promotion/Advertising Agency: ARC WORLDWIDE LISBOA Lisbon, PORTUGAL Creative Credits Name Company Position Chacho Puebla Leo Burnett Lisboa Creative Director Juan Christmann Leo Burnett Lisboa Copywriter Ricardo Toledo Leo Burnett Lisboa Art Director Cristina Almeida Leo Burnett Lisboa Production Director AntÃ?nio Junior Leo Burnett Lisboa Graphic Producer AntÃ?nio Franca Leo Burnett Lisboa Graphic Producer Inês Almeida Leo Burnett Lisboa Account Director Francisco Silva Leo Burnett Lisboa Account Executive Federico Bosch Arc Worldwide Lisboa Digital Producer Tura Leo Burnett Lisboa Creative Advisor Monica Rocha Arc Worldwide Lisboa Digital Producer Hugo Lage Leo Burnett Lisboa Av Producer Describe the brief from the client: We had a challenge. To launch Pampero rum in Portugal, a place where rum is for old and boring people. We needed to make Pampero cool. For this purpose, we focused on the social group who refer to themselves as INDIE. Why them? because they are opinion leaders and trendsetters. They say what is cool and whatâ?Ts not. So, if they say Pampero is cool, everybody will follow them. The job is done. Traditional advertising just doesnÂ?t get to these people, art does. Describe how the promotion developed from concept to implementation: Using Pampero FundaciÃ?n, a foundation that supports alternative artists, weâ?Tve created the worldÂ?s first Ephemeral Museum. First, the best pieces of street art at the Bairro Alto district were tagged. Then we created a MUSEUEFEMERO.COM where you can download an audio-guide and a map with the pieces location. So you can go out with your mp3 player and walk the museum streets. The Ephemeral Museum was communicated in magazines, online, posters, and happenings in bars presenting different artist painting live in Bairro Alto. Describe the success of the promotion with both client and consumer including some quantifiable results: With an annual budget of only â'¬30.000 we generated visibility of more than â'¬240.000. According to Millward Brown in a few months Pampero reached the sales expectation for the whole year, We doubled trials and tripled people's awareness. Pampero matched his competitor in sales and in awareness. Remarkable considering that the competitors have been in the market for 15 years. Quickly we had way more visitors than any museum around. Hundreds of articles around the globe talked about it. Including several tourist guides. The brand is working to open new galleries in Italy, Spain, France and UK. Explain why the method of promotion was most relevant to the product or service: The Ephemeral Museum quickly became relevant for the target, and so did Pampero. This promotion made the brand closer to the target, nowadays, Pampero is considered as a brand with an artistic stance that talks in their language. The site MUSEUEFEMERO.COM is constantly updated and soon became a cult place where artist and people interested in street art share opinions, information and fresh pieces of art.

CHANGE YOUR NAME IN GEROLSTEINER

Type of Entry: Use of Media Category: Best new Product Launch/Re-Launch at Retail Title: CHANGE YOUR NAME IN GEROLSTEINER Advertiser/Client: GEROLSTEINER Product/Service: MINERAL WATER Entrant Company: MORTIERBRIGADE Brussels, BELGIUM Sales Promotion/Advertising Agency: MORTIERBRIGADE Brussels, BELGIUM Creative Credits Name Company Position Jens Mortier/Joost Berends/Philippe Deceuster Mortierbrigade Creative Directors Stephanie Zimmermann Mortierbrigade Head Of Strategy Emeline Fouya Mortierbrigade Producer Tim/Joeri Mortierbrigade Creatives Describe the brief from the client: Gerolsteiner is the leading water brand in Germany. But itâ?Ts almost inexistent in Belgium. It wasn't easy to find Gerolsteiner in Belgium. It was only available at one retailer, and even there it was very difficult to find. The brand hadn't communicated since years, the awareness was very low (4%), and some people even mixed it up with the other German brand: â??Tonissteiner.â?T We needed urgently to promote the brand again. Describe how the promotion developed from concept to implementation: We had to do something about our brand name awareness, and we took it quite literally. We found out nobody in Belgium was named â??Gerolsteinerâ?T. So we launched a simple, but challenging competition: The first person who officially changes his name to â??Gerolsteinerâ?T receives a Porsche 911. All the used channels were informative and had the same message â??Change your name in Gerolsteiner and win a Porsche 911. Go on gerolsteiner.be.â?? We used internet seeding, radio and communication in bars to launch the competition. Describe the success of the promotion with both client and consumer including some quantifiable results: The spontaneous awareness increased from 8 to 20%. The likability of the campaign reached 78% when the average in the water sector is 45%. Thanks to one blog, 100 other blogs and website reporter de competition. All the national newspapers and radio station reported the competition and wanted to interview some participants. Even our neighbours, France & the Netherlands noticed the campaign. In 10 days 15.000 people clicked on the website, and 300 persons officially subscribed to the competition. We selected 200 of them and we are paying all their administration fees. Now letâ?Ts wait to see who will be the first. Explain why the method of promotion was most relevant to the product or service: This is a relevant idea because we started from a product truth. We realized that the weakness of being almost inexistent is strength. Gerolsteiner is a rare water brand and we would use it as a competitive advantage. The name is not known and even rare and from there came the idea. Our main competitors are spending a lot of money in TV, we donâ?Tt have that money. Again we made from our weakness as a strength. We generated more likability than the average of the sector, thanks to an original idea and an original implementation.

VILLAGE WHERE NOTHING EVER HAPPENS

Type of Entry: Use of Media Category: Best Use of TV & Radio in a Promotional Campaign Title: VILLAGE WHERE NOTHING EVER HAPPENS Advertiser/Client: CONECT - SPECIALIZED COUNCIL OF PAY TV THEMATIC CHANNELS Product/Service: PAY TV ADVERTISING/MIRAVETE VILLAGE Entrant Company: SHACKLETON Madrid, SPAIN Sales Promotion/Advertising Agency: SHACKLETON Madrid, SPAIN Creative Credits Name Company Position Juan Nonzioli Shackleton General Creative Director/Copywriter Juan Silva Shackleton Executive Creative Director/Copywriter Carlos Janini Shackleton Copywriter Carlos Alvarez Shackleton Art Director Manuela Zamora Shackleton Audiovisual Production Manager Cristina Cortizas Shackleton Producer Luz González/Lucia Angulo Shackleton Account Manager Eva Galán Shackleton Account Supervisor Elvis Santos Shackleton PR Account Manager Lara Garcia Shackleton PR Copywriter Enric Nel-Lo Shackleton Interactive Executive Creative Director Xavi De La Cruz Shackleton Digital Copywriter Jaume Leis Shackleton Digital Art Director Carlos Wassmann Shackleton Digital Production Manager Daniel Rocasalbas/Carlos Jimenez Shackleton Digital Programming Joaquin Garcia Morato Shackleton Digital Account Manager Marta Selles Shackleton Account Executive Pablo Gonzalez De La PeÃ+a Shackleton Art Director Irene Vidal Shackleton Digital Copywriter Jordi RamÃ?n Shackleton Digital Art Director Describe the brief from the client: Pay TV Thematic channels have spent 20 years running advertising campaigns and talking about its advertising efficiency. In 2008, they were looking for a different reaction, it was time to stop talking about efficiency and time to demonstrate it unequivocally through a real exercise involving 4 steps: 1) Choose an unknown and never-advertised-on-TV product. 2) Launch an advertising campaign only on Pay TV, with a clear call to action to the product and its website. 3) Measure variables (knowledge, awareness, traffic, sales) before, during and after. 4) Accredit Pay TV for the experimentâ?Ts efficiency and announce it to the market. Describe how the promotion developed from concept to implementation: We headed for a challenge: creating a different, unexpected tourism campaign. Most ttourism campaigns heavily feature offers and news about activities. We chose to invite people to do nothing. Our slogan stated "HERE NOTHING EVER HAPPENS. HOW LONG HAS IT BEEN SINCE NOTHING HAPPENS TO YOU?" This was followed by "Come to MIRAVETE" www.thevillagewherenothingeverhappens.com Four TV Spots starred in by 12 inhabitants invited the viewers to the village and its website which included: a) A 3D virtual tour b) A reservation office c) Donations: buying tiles to restore the Church d) Merchandising: doll replicas of the inhabitants, ringtones, screensavers. e) Advergaming of the villageâ?Ts most common activity: goat milking. Describe the success of the promotion with both client and consumer including some quantifiable results: - Amidst the economic crisis, the thematic channels increased their advertising market share a 5.05 % (value) and maintained its volume (seconds) against a decline of a 7,5% of general TV Stations. (Infoadex/Sofres) - 517,000 web visits. - Estimated Publicity: 574.540â'¬. - Awareness: 498% increase: before 390.840, after 1.568.700 (IMOP). - Recall: 56% (CIMEC). - 10 times more visits than turismosevilla.org, Bilbao.net (Nielsen Netratings). - 650 links and references (YouTube, Facebook) (Infometrics). - The two village bed & breakfasts were booked solid for 4 months. Explain why the method of promotion was most relevant to the product or service: The chosen product was Miravete de la Sierra: a tiny village with amiable people, on Sierra de Lastra, Maestrazgo County, Province of Teruel. Its 12 inhabitants became the stars in a real tourism campaign as if it were a much bigger and important city. Few weeks later, Miravete became a media and tourist phenomenon, attracting various tourists and journalists. Since Pay TV was the only media channel involved, its role was unquestionable. Subsequently, the â??Miravete Case Studyâ?? was elaborated and detailed results were presented to media and advertisers in order to communicate the efficiency of Pay TV.

LEGO

Type of Entry: Use of Media Category: Best Use of Print & Standard Outdoor in a Promotional Campaign Title: LEGO Advertiser/Client: MYTOYS.DE Product/Service: LEGO BRICK BOXES Entrant Company: LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY Sales Promotion/Advertising Agency: LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY Creative Credits Name Company Position Arno Lindemann Lukas Lindemann Rosinski Chief Creative Officer Bernhard Lukas Lukas Lindemann Rosinski Chief Creative Officer Tom Hauser Lukas Lindemann Rosinski Creative Director/Copywriter Dennis Menscing Lukas Lindemann Rosinski Art Director Chris Mizutani Lukas Lindemann Rosinski Designer Moritz Schmidt Lukas Lindemann Rosinski Designer Gero Quast Lukas Lindemann Rosinski Advertiser's Supervisor Sarita Timmermann Markenfilm and Co. Editor Dominik Meis Markenfilm and Co. Producer Hannes Hoenemann Markenfilm and Co. Sound Engineer Markenfilm and Co. Filmproduction Jost Von Brandis Media Describe the brief from the client: MyToys.de is one of Germanyâ?Ts largest online toy stores. The task was to advertise LEGO, one of the companyâ?Ts leading products, with an innovative campaign. Many people should be guided to the website where LEGO brick boxes are sold. Describe how the promotion developed from concept to implementation: We implemented an interactive outdoor promotion that was as playful as LEGO itself. Therefore we utilized QR Codes, which are increasingly popular in Germany. They are able to encrypt all kinds of information, including web-links. Three-dimensional and colourful QR Codes were built by hand - using real LEGO bricks! Curious passers-by could crack a LEGO Code, simply by taking a picture with the QR Reader of their cell phone. The decoded message suggested one of many imaginative possibilities that could be built with the LEGO bricks used in the code that people were standing in front of! Describe the success of the promotion with both client and consumer including some quantifiable results: The LEGO codes were linked to success. Online tracking showed, that 49% of all online visitors at the LEGO Sites from myToys were achieved through our campaign. And compared to the non-advertised LEGO products from myToys, the LEGO brick boxes sold twice as much! Our campaign aroused peopleâ?Ts playfulness and opened their minds to the imaginative world of LEGO. Explain why the method of promotion was most relevant to the product or service: myToys.de is an online toys retailer. On one hand, we had to lead people to the website, and on the other hand we wanted to amaze and involve them in the offline world at highly frequented places in German cities. By using the colourful and stunning patterns of real LEGO we caught the consumer's attention. And, because these patterns were QR Codes, we were able to guide them to the website where they could buy a LEGO brick box. Therefore, each decoded message included a web-link, with which the corresponding brick box could be ordered directly from the myToys.de

DESKTOP INVADER

Type of Entry: Use of Media Category: Best Use of Digital Media in a Promotional Campaign Title: DESKTOP INVADER Advertiser/Client: NHK ENTERPRISES Product/Service: DIGITAL ART FESTIVAL Entrant Company: HAKUHODO Tokyo, JAPAN Sales Promotion/Advertising Agency: HAKUHODO Tokyo, JAPAN Creative Credits Name Company Position Tsubasa Oyagi Hakuhodo Creative Director/Copywriter Seiichi Okura Hakuhodo Creative Director/Copywriter Koichi Kosugi Hakuhodo Art Director Shoko Akutagawa Hakuhodo Creative Producer Toru Suzuki Pyramid Film Quadra Producer You Kamihiroã?? Pyramid Film Quadra Interactive Designer Hideyuki Aida Pyramid Film Quadra System Engineer Hajime Watanabe Pyramid Film Quadra Production Manager Describe the brief from the client: Draw tech-savvy young people's attention to digital art and have them come to Digital Art Festival Tokyo 2008. Describe how the promotion developed from concept to implementation: We developed a digital art widget called COTO-TAMA upon an old Japanese saying, words have souls. The messages typed through COTO-TAMA were transformed into a code which accumulated online. This code is 50 syllables with individual souls. The communication system that allowed you to code and decode messages, and the stylish design which was good for visual appreciation allowed us to jack our target's desktops with COTO-TAMA.We succeeded in creating a new community for digital art lovers. Also, COTO-TAMA acted as a direct marketing tool because organizers were able to send information about the event directly to the target. Describe the success of the promotion with both client and consumer including some quantifiable results: COTO-TAMA widget was the no.1 downloaded widget in Adobe Air Gallery in just 20 days. It was featured in many blogs and websites, a success as a viral content. At the festival, we executed an interactive outdoor event using the COTO-TAMA system. Without using any advertising fee, the number of people who went to Digital Art Festival Tokyo 2008 increased by 25% compared to the previous year. Explain why the method of promotion was most relevant to the product or service: Tech-savvy young people tend to block out traditional advertisement and gather information from social networking services and blogs. To get our message across to our target, it was best that our campaign itself was in a digital art form.

COMPUTERTAN

Type of Entry: Use of Media Category: Best Use of Digital Media in a Promotional Campaign Title: COMPUTERTAN Advertiser/Client: SKCIN Product/Service: CHARITY SERVICES Entrant Company: McCANN ERICKSON LONDON, UNITED KINGDOM Sales Promotion/Advertising Agency: McCANN ERICKSON LONDON, UNITED KINGDOM Creative Credits Name Company Position Brian Fraser Mccann Erickson London Executive Creative Director Simon Learman Mccann Erickson London Executive Creative Director Cameron Mitchell Mccann Erickson London Creative Director Elliot Harris Mccann Erickson London Creative Director Mark Fallows Mccann Erickson London Director Of Digital Content Ben Howarth Mccann Erickson London Designer David Shanley Mccann Erickson London Lead Developer Mark Duwe Mccann Erickson London Developer Lewis Taylor Mccann Erickson London Graduate Developer Lino Bittencourt Mccann Erickson London Project Manager Simon Hill Mccann Erickson London New Business Director Eleanor Tylee Mccann Erickson London New Business Co-Ordinator Mark Edmonds Mccann Erickson London Creative Services Director Describe the brief from the client: The objective was to develop a campaign to talk to young people about the dangers of skin cancer, what causes it and how it can be prevented. This is a category usually very sceptical of traditional health or charity advertising, and that wouldnâ?Tt normally be reached through conventional media. Describe how the promotion developed from concept to implementation: To drive traffic to the site, we developed an infomercial offering free online tanning sessions at computertan.com. This was sent out as an email to over 10,000 address. This was seeded across the web as well as key bloggers together with an extensive national PR campaign. 25,000 flyers offering free tanning sessions were distributed and the film was displayed on 50 digital cross track panels in 10 London Underground stations and on 1000 London black taxi screens. Online banners were positioned on 250 key websites receiving over 17million page impressions. In a second wave of activity, an iPhone application was launched and sent out to our email database with further supporting online advertising. Describe the success of the promotion with both client and consumer including some quantifiable results: The site attracted over 402,000 visitors from 190 countries, registering over 1.5million page views, with an average dwell time of 2 minutes 15 seconds. Since its launch, 262 blog posts have been logged. 7million people were exposed to CBS digital cross tracks, 700,000 more through London Cab vision and we achieved over 17million page impressions from online banners. Our PR campaign delivered national coverage in The Sun, The Independent, The Daily Express, The Guardian, on BBC News and on BBC Radio One. International coverage included 66 specialist stories varying from The New Zealand Herald, Fox US and Yahoo News. Explain why the method of promotion was most relevant to the product or service: Our core audience of 16-30yr olds are traditionally unresponsive to health-focused/charity messages. We needed to bypass their natural cynicism to get the charityâ?Ts message across.

TRAPPERS

Type of Entry: Use of Media Category: Best Use of Digital Media in a Promotional Campaign Title: TRAPPERS Advertiser/Client: ATRAPALO.COM Product/Service: TRAVEL AGENCY Entrant Company: DOUBLEYOU Barcelona, SPAIN Sales Promotion/Advertising Agency: DOUBLEYOU Barcelona, SPAIN Creative Credits Name Company Position Daniel Solana Doubleyou Executive Creative Director Xavi CaparrÃ?s Doubleyou Creative Director Jesús Revuelta Doubleyou Copywriter Blanca Piera Doubleyou Art Director Ilaria Totaro Doubleyou Art Director Ã?lex Marull Doubleyou Designer Anna Escorial Doubleyou Account Director Luis Ortiz Doubleyou Account Manager HÃcctor Sánchez-Pajares Doubleyou Interactive Director Ã?lvaro Sandoval Doubleyou Technical Director Diana Hervás Doubleyou Programmer Isabel Losada Doubleyou Programmer Toni DomÃ-nguez Doubleyou Multimedia Designer Describe the brief from the client: Atrápalo is an online travel agency. 'Atrápalo' means 'Catch it'. The objectives were: To make the brand more relevant for the consumer. To differentiate Atrápalo from the other Spanish online travel agencies, associating the brand with its differential values through an engaging media campaign which is truly close to the user. To communicate the product. To relate the brand with the product it markets: â??discoveriesâ?? for vacation and urban leisure. To gather registries. To increase the client database with a participative action which is linked to an attractive incentive. Describe how the promotion developed from concept to implementation: Atrápalo created a plague of â??trappersâ??: strange creatures of digital origin which appeared on the internet and in the real world. The plague was communicated through press, billboards and radio. On the internet, Atrápalo purchased 80 million printouts which it did not use in order to insert banners, but instead so that users could find these strange creatures while surfing. The brand appeared to communicate that the â??trappersâ?? contained Atrápalo products and a great hunt was unleashed. Users began to look for â??trappersâ?? in order to capture them, store then on a website and then return to look for more. Three weeks later, the plague was exterminated. Describe the success of the promotion with both client and consumer including some quantifiable results: The plague was exterminated in 4 weeks. 80 million â??trappersâ?? were found and 1 million were captured. 1,300 Atrápalo products appeared (trips to Australia, Brazil, Egypt, Cappadocia or the Caribbean). The â??trapperâ?? CTR in the media plan was 1.32%, while on the more than 100 sites which proactively requested â??trapperâ?? banners the CTR turned out to be 28.24%. The campaign had an impact on 100% of the target. 750,000 unique users became engaged in the story and Atrápalo gained 75,000 new registered clients. Atrápalo was the leader for sector visits and achieved the highest notoriety index in its history. Explain why the method of promotion was most relevant to the product or service: This is a campaign based on an involving story. Atrápalo inserts its product as an incentive in the middle of a story, a game in which the user is the protagonist and has a principal role: end the plague of â??trappersâ??. The mechanics of the promotion provoked the user not only to interact with the campaign, but also to go off in search of it. The publicâ?Ts attraction in the search for â??trappersâ?? was such that bloggers and Atrápalo partners requested placing a â??trapperâ?? banner on their websites, and the plague ended up reaching more than 100 sites.

STAINBROIDERY

Type of Entry: Product & Service Category: Fast Moving Consumer Goods Title: STAINBROIDERY Advertiser/Client: PROCTER & GAMBLE Product/Service: TIDE DETERGENTS Entrant Company: LEO BURNETT INDIA Mumbai, INDIA Sales Promotion/Advertising Agency: LEO BURNETT INDIA Mumbai, INDIA Creative Credits Name Company Position Kv Sridhar Leo Burnett India National Creative Director Kb Vinod Leo Burnett India Executive Creative Director Deepak Singh Leo Burnett India Art Director Nishant Jethi Leo Burnett India Art Director Nishant Jethi Leo Burnett India Illustrator Gaurav Lalwani Leo Burnett India Account Servicing Sharan Sabhachandani Leo Burnett India Account Servicing Seyam Embroiderer Kb Vinod Leo Burnett India Copywriter Describe the brief from the client: Sampling exercise to giveaway free sachet packs of Tide. Describe how the promotion developed from concept to implementation: Cloth Posters with embroidery of a stain mark were designed. Pulling at the suspended Tide takeaway pack unravels the embroidery - leaving 'stain-free' cloth behind. Describe the success of the promotion with both client and consumer including some quantifiable results: Sampling target exceeded by 127%. As a bonus, the exercise also became a much talked about advertising for the brand. Explain why the method of promotion was most relevant to the product or service: The creative solution not only achieved sampling at relevant places in an unusual & involving manner but also reinforced the cleaning proposition of Tide.

CARLTON DRAUGHT PLASTIC CUP

Type of Entry: Product & Service Category: Alcoholic and Non-Alcoholic Drinks Title: CARLTON DRAUGHT PLASTIC CUP Advertiser/Client: FOSTER'S GROUP Product/Service: DRAUGHT BEER Entrant Company: CLEMENGER BBDO MELBOURNE, AUSTRALIA Sales Promotion/Advertising Agency: CLEMENGER BBDO MELBOURNE, AUSTRALIA 2nd Sales Promotion/Advertising Agency: CSM MELBOURNE Melbourne, AUSTRALIA Creative Credits Name Company Position James Mcgrath Clemenger BBDO Melbourne Executive Creative Director Ant Keogh Clemenger BBDO Melbourne Creative Director/Copywriter Grant Rutherford Clemenger BBDO Melbourne Creative Director/Art Director Janet Croll CSM Melbourne Creative Director/Art Director Yvette Caprioglio CSM Melbourne Copywriter Karolina Bozajkosvka Clemenger BBDO Melbourne Agency Producer Jonnie Morris Prime Cuts Director/Director of Photography/Editor Paul Le Couteur Flagstaff Studios Sound Engineer Chris Budgeon Chris Budgeon Photography Photographer Paul Mcmillan Clemenger BBDO Melbourne Group Account Director Phil Baker Clemenger BBDO Melbourne Account Director Describe the brief from the client: After Carlton Draughtâ?Ts success with the â??Big Adâ?? (which featured thousands of men in robes running around a field carrying beer), we were asked to create an interactive promotion, which leveraged this imagery. Describe how the promotion developed from concept to implementation: We devised a national media event to rival the famous Melbourne Cup Horse Race. Our team negotiated with the Spring Racing Board to stage a tongue-in-cheek race during what is considered a prestigious horse racing carnival. â??The Carlton Draught Plastic Cupâ?? was created. A televised event, 18 contestants competed for $100,000 first place prize money. They were disqualified if they finished the race with less than 200ml of beer in their plastic cup. Held on the home-straight, it has become the largest prize for any foot race in Australia. Describe the success of the promotion with both client and consumer including some quantifiable results: 4,469 participating outlets 14,611 entries Sales +6% vs. previous year Sales +11% vs. Sept â??07. Free media support Radio $250k TV $3.2m+ Due to its wide appeal, the race has become an annual part of the Melbourne Spring Racing Carnival. Explain why the method of promotion was most relevant to the product or service: Carlton Draught is the sponsor of the Spring Racing Carnival. We hijacked the event, which our target audience was already attending and leveraged the brandâ?Ts values: being real and down to earth. The target market was 18â?"40 year old urban, educated guys who want to enjoy life by having a balance between work and play. Promoted on in-store posters, cartons, web, television, the campaign also received $3.5m in free TV & radio media support. Contestants entered using an SMS code found on Carlton Draught cartons. Qualifiers won a place in the race and the chance to win $100,000.

CARB RELIEF

Type of Entry: Product & Service Category: Alcoholic and Non-Alcoholic Drinks Title: CARB RELIEF Advertiser/Client: LION NATHAN Product/Service: TOOHEYS NEW WHITE STAG BEER Entrant Company: SAATCHI & SAATCHI AUSTRALIA Sydney, AUSTRALIA Sales Promotion/Advertising Agency: SAATCHI & SAATCHI AUSTRALIA Sydney, AUSTRALIA Creative Credits Name Company Position Steve Back Saatchi & Saatchi Executive Creative Director David Bowman Saatchi & Saatchi Creative Director Iggy Rodriguez Saatchi & Saatchi Copywriter Justin Carew Saatchi & Saatchi Art Director Describe the brief from the client: We were asked to launch a new low carbohydrate beer into a market already flooded with low carb brands. Describe how the promotion developed from concept to implementation: Our beer has only 1/3 carbs, so we decided to operate like a charity, giving away the other 2/3 to people who love carbs the most. Americans. The more beer Australians drank, the more carbs we could donate to hungry Americans. Describe the success of the promotion with both client and consumer including some quantifiable results: The 6-month sales target was achieved in the first 3 weeks, selling over one million Litres of white stag. It was so popular that trade demanded it be made available on tap some 21 months earlier than originally planned. We thought that was pretty good. Explain why the method of promotion was most relevant to the product or service: White Stag beer had 2/3 carbs to spare. Since Americans seem to love oversized meals and high carbohydrates, they were the perfect recipients. Australians have also had a longstanding love/hate relationship with America, which made them the perfect recipients of our excess carbs.

DROP THE BOMB

Type of Entry: Product & Service Category: Alcoholic and Non-Alcoholic Drinks Title: DROP THE BOMB Advertiser/Client: FOSTER'S GROUP Product/Service: CARLTON DRAUGHT BEER Entrant Company: CLEMENGER BBDO MELBOURNE, AUSTRALIA Sales Promotion/Advertising Agency: CLEMENGER BBDO MELBOURNE, AUSTRALIA Creative Credits Name Company Position James Mcgrath Clemenger BBDO Melbourne Executive Creative Director Ant Keogh Clemenger BBDO Melbourne Creative Director/Writer Grant Rutherford Clemenger BBDO Melbourne Creative Director/Art Director Sonia Von Bibra Clemenger BBDO Melbourne Tv Executive Producer Jason Byrne Clemenger BBDO Melbourne Senior Agency Producer/Producer Ant Keogh/Karl Von Moller Clemenger BBDO Melbourne/Artisan Films Directors Karl Von Moller Artisan Films Cinematographer Tim Bartley Austereo Dop David Cordell Freelance Camera Assistant Richard Hamer/Aaron Bickford Hm Creative Editors Angus Stevens Austereo Director/Editor Paul Le Couteur/Stevo Williams Flagstaff Sound Engineers Hub Plus Production Company CSM Melbourne Design Elizabeth Rocka Freelance Production Manager Sam Cavanagh Austereo Producer Kirsten Leith Austereo Operations Director Paul Mcmillan Clemenger BBDO Melbourne Group Account Director Michael Mckeown/Sam Mackisack Clemenger BBDO Melbourne Account Directors Mike Mccall Clemenger BBDO Melbourne Retoucher Describe the brief from the client: After Carlton Draught's success with the 'Skytroopâ?T TVC, we were asked to create an interactive promotion, which leveraged this imagery. Describe how the promotion developed from concept to implementation: Contestants donated their crappy old car (the 'bomb') during a two week radio promotion hosted by Australiaâ?Ts most popular drive-time radio team, â??Hamish and Andyâ??. The audience decided the winner (Gill) by voting online on the worst 'bomb'. A second contestant (Bill) was chosen from on-pack promotion. It was Billâ?Ts job to decide when to drop Gillâ?Ts car out of a plane flying at 14,000 feet. The deal was, if he hit a 1km target on the ground, he won $100,000. If he missed, he and Gill got nothing. Describe the success of the promotion with both client and consumer including some quantifiable results: Highest March sales in history. Every free-to-air national news show aired the story at prime time. $1.29 million of unpaid media. For two days Hamish & Andy devoted their entire two hour, prime-time show to the promotion. Daily audience: 992,000. New records for the Hamish & Andy show. 200,000 video downloads in two days. 1,230,000 unique web impressions over a three day period. On pack entries: 53,748 Cars donated: 163 Explain why the method of promotion was most relevant to the product or service: Promoted on in-store posters, cartons and the web, the contestants entered online using a unique code found on Carlton Draught cartons. On the day of the drop, six 90 second webisodes streamed live from the Hamish and Andy website, watched by 992,000 people each day. Viral films followed online. The target market was 18 to 40 year old urban, educated guys who want to enjoy life by having a balance between work and play. Carlton Draught has begun to be synonymous with large scale, funny, dumb stunts.

GAME OF DEATH

Type of Entry: Product & Service Category: Other Consumer Products (including Durable Goods) Title: GAME OF DEATH Advertiser/Client: NOKIA Product/Service: N96 BRUCE LEE LIMITED EDITION PHONE Entrant Company: JWT BEIJING, CHINA Sales Promotion/Advertising Agency: JWT BEIJING, CHINA 2nd Sales Promotion/Advertising Agency: A4A Beijing, CHINA Creative Credits Name Company Position Polly Chu JWT Beijing Chief Creative Officer Shankun Sun JWT Beijing Creative Director Wei Huang JWT Beijing Copywriter Dechun Qiu JWT Beijing Art Director Lin Ma JWT Beijing Producer Dan Ingall JWT Beijing Director-In-Charge Patrick Yap JWT Beijing Senior Account Director Jinjing Zhu JQK Productions Director Jade Tang JQK Productions Producer Wang Yu JQK Productions Post Describe the brief from the client: 1. Create buzz around the launch of the Nokia N96 by launching a promotional limited edition. 2. Create a burning desire for the N96 Bruce Lee Limited Edition beyond rational reasoning to part with a price equivalent of 5 monthâ?Ts salary in China. The Nokia N96 Bruce Lee Limited Edition came complete with a laser-engraved back cover featuring Bruce Lee's face, an ENTERBAY Bruce Lee Game of Death collectable figurine, nunchaku dongle, limited edition poster, and special embedded content (ringtone, images, etc). Describe how the promotion developed from concept to implementation: The Nokia N96 is a 'powerful' internet and multimedia device, including the ability to watch movies. Bruce Lee is a cult hero and admired for his mastery of the 'powerful' martial art, Kung Fu. 2008 was when the N96, Nokia's flagship at the time, launched and the 35th anniversary of Bruce Lee's death. We saw a tactical promotional opportunity to launch a limited edition N96 to create buzz around the N96 and a cool factor for the Nokia brand. Our communication idea was to capture Bruce Lee fans' imaginations by bringing their legend back to life. Describe the success of the promotion with both client and consumer including some quantifiable results: What started as a China-only promotion spread the globe like wildfire. It's a breakthrough at Nokia and sits proudly atop Nokia's marketing activation excellence hall of fame. Results: - 16+ million views globally exceeding target by 16x - 1.2+ million unique visitors to campaign site v target of 10,000 - Click-through rate of 7.5% v target 1% - 10,000s of comments, links, forwards... - All online stock ordered in LESS THAN 5 DAYS - Estimated value in 'earned media' more than US$3 million (multiplying cost of buying a 90sec spot by views using ad rates of sites YouTube, Youku, etc. Explain why the method of promotion was most relevant to the product or service: Our Chinese tech and style leading audience lives most of their life online and are heavy users of social networking sites. Being leaders, they reject mass preferring instead to be the first to discover and the social kudos that brings. Viral, an internet 'dialect', was the perfect way to reach them in their language and excite them enough to get them to the campaign site where they could explore more and place an order. Retail theatre was used to capture imaginations in-store.

TREEHOUSE RESTAURANT

Type of Entry: Product & Service Category: Commercial Public Services, incl. Healthcare & Medical Title: TREEHOUSE RESTAURANT Advertiser/Client: YELLOW Product/Service: YELLOW PAGES Entrant Company: COLENSO BBDO Auckland, NEW ZEALAND Sales Promotion/Advertising Agency: COLENSO BBDO Auckland, NEW ZEALAND 2nd Sales Promotion/Advertising Agency: AIM PROXIMITY Auckland, NEW ZEALAND Creative Credits Name Company Position Nick Worthington Colenso BBDO Executive Creative Director Steve Cochran Colenso BBDO Creative Director Dave King Aim Proximity Creative Director Anne Boothroyd Colenso BBDO Creative Tony Clewett Aim Proximity Creative Aaron Goldring Aim Proximity Creative Maria Lishman Colenso BBDO Creative Nick Worthington Colenso BBDO Creative Steve Cochran Colenso BBDO Creative Dave King Aim Proximity Creative Paul Courtney Colenso BBDO Project Manager Matthew Pickering Aim Proximity Account Service Ngaio Pardon Colenso BBDO Account Service Victoria Pether Aim Proximity Account Service Karen Boulton Aim Proximity Account Service Krystel Houghton Colenso BBDO Account Service James Hurman Colenso BBDO Planner Nigel Sutton Colenso BBDO Agency TV Producer Stephen Langdon Reload Photographer Michael Reihana Mike TV Production Company Producer Describe the brief from the client: Yellow say they can help anyone get any job done - we wanted to prove it, to both consumers and advertisers alike. But in proving it we also wanted to change perceptions that Yellow Pages is just a yellow directory book. But that with Yellow online and mobile tools, it is a relevant and modern service, more useful today than it has ever been. So we chose to do an ultimate product demonstration, one that would capture the imaginations and attention of both consumers, advertisers and the media, and make them think differently about Yellow. Describe how the promotion developed from concept to implementation: We decided to challenge someone to build a restaurant in a tree only using Yellow Pages to make it happen. We picked Tracey, an unknown accordion player from 200 applicants, and based her in a redwood forest with Yellow books, a laptop and mobile phone. Over 3 months she worked with more than 65 Yellow listed companies to build a tree house restaurant. We documented the whole event and kept New Zealand updated with TV, outdoor and a website. Tracey even opened the restaurant and more than 2000 people enjoyed the experience of dining there in its first month. Describe the success of the promotion with both client and consumer including some quantifiable results: Other than proving you can get any job done with Yellow we had these results: We generated an estimated 3.5 million in media coverage. Including being featured in newspapers, on radio talkback, television news and magazine shows, in over 60 international magazines, and on more than 20,000 websites. We attracted 220,000 visitors to our website averaging 5 minutes per visit. We lifted unprompted brand recall up by 37%. Regional directory sales up 6.7% against international trends. Yellow Online usage up 11% at the expense of Google. Yellow Book usage up 9.2%. This campaign was three times more effective than any previous Yellow campaign. And Yellow are now asking â??What are we going to do next year.â?? Explain why the method of promotion was most relevant to the product or service: In fulfilling her challenge, Tracey utilised all of Yellowâ?Ts tools. The books, the online search engine, and their mobile phone application. She enlisted the help of more than 65 different Yellow listed companies, including architects, engineers, building project managers, landscapers, engineers, crane operators, furniture hire companies, aborists, electricians, lighting companies, food and beverage suppliers, vineyards and many more. So not only did this demonstrate to Yellow pages users the strength of Yellow as a method of finding help and getting jobs done. It also demonstrated to advertisers the value of being listed in Yellow, particularly in the new online space.

CORPORATE IMAGE

Type of Entry: Product & Service Category: Corporate Image & Information Title: CORPORATE IMAGE Advertiser/Client: RUIZ NICOLI LÃ?NEAS Product/Service: NIELSEN AWARDS Entrant Company: RUIZ NICOLI LINEAS Madrid, SPAIN Sales Promotion/Advertising Agency: RUIZ NICOLI LINEAS Madrid, SPAIN Creative Credits Name Company Position Igor Negueruela Ruiz Nicoli LÃ-neas/Storm General Manager Breno Cotta Ruiz Nicoli LÃ-neas/Storm Creative Chief Director Cristina Hawkins Ruiz Nicoli LÃ-neas/Storm Group Account Director Jan Fontecilla Ruiz Nicoli LÃ-neas/Storm Audiovisual Producer Leandro Yanco Ruiz Nicoli LÃ-neas/Storm Production Director Beatriz CaÃ+al Ruiz Nicoli LÃ-neas/Storm Executive Director Marianna Bogliaccini Ruiz Nicoli LÃ-neas/Storm Graphic Production Francisco GarcÃ-a Ruiz Nicoli LÃ-neas/Storm Program Director Amaya Uscola Ruiz Nicoli LÃ-neas/Storm Creative Director Paul Mato Ruiz Nicoli LÃ-neas/Storm Online Account Supervisor Silvia LÃ?pez Bravo Ruiz Nicoli LÃ-neas/Storm Online Account Director Describe the brief from the client: Re-Launch RNL as a "top-noth" advertising agency. Describe how the promotion developed from concept to implementation: Nielsen was a whole campaign. The idea was to create a turning point in the Spanish Advertising Sector. So we launched rumors and news saying that we had been named "Agency of the Year" by Nielsen. Some people eve thought we had bought the Award. We ran banners on the finest business websites. But, we were not referring to Nielsen research. We show the true story at www.nielsenaward.com Describe the success of the promotion with both client and consumer including some quantifiable results: The Campaign was News at Buenafuente the most seen late night show in Spain (70% share). We had free publicity generated as 250.000 Euros. We reach more than 15.000 views on Youtube in less than a week. Explain why the method of promotion was most relevant to the product or service: The method of the promotion was the most relevant because we gained the attention of the Sector. We reached more than 15.000 views of the main target in less than a week and we caught the attention of the mainstream media. We had huge exposure in advertising media, we did street marketing and local award shows promoting our award.

SUPERSONICS

Type of Entry: Product & Service Category: Corporate Image & Information Title: SUPERSONICS Advertiser/Client: SUPERSONIC CPH Product/Service: SOUND/MUSIC/RADIO PRODUCTION Entrant Company: SAATCHI & SAATCHI Copenhagen, DENMARK Sales Promotion/Advertising Agency: SAATCHI & SAATCHI Copenhagen, DENMARK Creative Credits Name Company Position Simon Wooller Saatchi&Saatchi Creative Director Lasse Hinke Saatchi&Saatchi Creative Rasmus Petersen Saatchi&Saatchi Creative Jason B. Luke Supersonic Producer Caspar Philipson Actor Mads M. Nielsen Actor Søren Nørgaard Atmosphere Webdesigner Kristian Funder Illustrator Describe the brief from the client: Objective: Drive trial and top of mind awareness among advertising creatives and production houses and make Supersonic Sound the most talked about sound studio in the advertising community. Describe how the promotion developed from concept to implementation: As a highly specialized sound production company, Supersonic has a very specific and demanding target group. The choice to create an online sound comic series was driven by two factors: the level of involvement among the core target, and the ability of Supersonic to display their capabilities to a wider audience via the viral effect. The country's top creatives were invited to participate, 97% said yes. This 97% were actively working with Supersonic during the production of each episode. Ultimately, their involment created an estimated 95% penetration in the industry as they were ambassadors for the project as it was spread online. Describe the success of the promotion with both client and consumer including some quantifiable results: The initial promotion mail-out and website created a 97% response rate among the core target who had a uniquely high involvement in the promotion as they actually worked one on one with Supersonic on the episodes. Ultimately, their involvement and ambassador effect in their respective agencies combined with the promotion website resulted in an estimated 95% penetration among the wider target group. Supersonic has picked up new business directly related to the promotion and claimed 100% of the radio shortlist at the countryâ?Ts Creative Circle Awards this year. Explain why the method of promotion was most relevant to the product or service: The creative concept allowed Supersonic to demonstrate every aspect of advanced sound production - from song writing, charaterisation, storytelling, SFX to voice overs as these were all naturally included in the execution of the concept. Furthermore, the episodes were written by top creatives who not only had the chance to prove their own creative skills to the rest of the industry, but also put Supersonic to the test on any or all of the parametres above in front of the whole target group on the Supersonic comic book website.

SPECIAL OLYMPICS MESSAGE RELAY

Type of Entry: Product & Service Category: Charities, Public Health & Safety, Public Awareness Messages Title: SPECIAL OLYMPICS MESSAGE RELAY Advertiser/Client: SPECIAL OLYMPICS JAPAN Product/Service: SPECIAL OLYMPICS Entrant Company: SHIGAYA-GUMI Tokyo, JAPAN Sales Promotion/Advertising Agency: SHIGAYA-GUMI Tokyo, JAPAN 2nd Sales Promotion/Advertising Agency: RHIZOMATIKS Tokyo, JAPAN Creative Credits Name Company Position Koichi Shigaya Shigaya-Gumi Creative Director Shintaro Hashimoto Shigaya-Gumi Art Director Saori Yanagida Shigaya-Gumi Copy Writer Haruyuki Takano Shigaya-Gumi Copy Writer Seiichi Saito Rhizomatiks Producer Daisuke Nakahama Rhizomatiks Web Director Hiroyuki Hori Rhizomatiks Flash Corder Hidenori Chiba Rhizomatiks Technical Director Noboru Shishidoh Shigaya-Gumi Documentation Producer Toshihikotakenaka Shigaya-Gumi Documentation Director Keisuke Ohyoshi Shigaya-Gumi Documentation P.manager Describe the brief from the client: 1. Clientâ?Ts orientation points: Raise awareness of the Special Olympics in Japan effectively using a limited budget. Describe how the promotion developed from concept to implementation: 2. Solution: Produce a â??message batonâ?? using the idea of a baton for sports competition and engraving this with a message. Spread the message through a baton relay of handing it from one person to another. This revolutionary idea makes this an ongoing campaign without spending any money. Describe the success of the promotion with both client and consumer including some quantifiable results: Client evaluation: The clients raved that it was the most innovative idea they have ever seen. Media coverage: In media value the baton starting ceremony picked up by newspapers and TV accounts for approximately $112,000 in free publicity. Explain why the method of promotion was most relevant to the product or service: 3. Strategy validity: We were able to send a deep and impactful message through people without using money as other campaigns do. It provides a heart warming moment to many people almost as if it were a present from a stranger.

COMPUTERTAN

Type of Entry: Product & Service Category: Charities, Public Health & Safety, Public Awareness Messages Title: COMPUTERTAN Advertiser/Client: SKCIN Product/Service: CHARITY SERVICES Entrant Company: McCANN ERICKSON LONDON, UNITED KINGDOM Sales Promotion/Advertising Agency: McCANN ERICKSON LONDON, UNITED KINGDOM Creative Credits Name Company Position Brian Fraser Mccann Erickson London Executive Creative Director Simon Learman Mccann Erickson London Executive Creative Director Cameron Mitchell Mccann Erickson London Creative Director Elliot Harris Mccann Erickson London Creative Director Mark Fallows Mccann Erickson London Director Of Digital Content Ben Howarth Mccann Erickson London Designer David Shanley Mccann Erickson London Lead Developer Mark Duwe Mccann Erickson London Developer Lewis Taylor Mccann Erickson London Graduate Developer Lino Bittencourt Mccann Erickson London Project Manager Simon Hill Mccann Erickson London New Business Director Eleanor Tylee Mccann Erickson London New Business Co-Ordinator Mark Edmonds Mccann Erickson London Creative Services Director Describe the brief from the client: The objective was to develop a campaign to talk to young people about the dangers of skin cancer, what causes it and how it can be prevented. This is a category usually very sceptical of traditional health, or charity advertising, and that wouldnâ?Tt normally be reached through conventional media. Describe how the promotion developed from concept to implementation: To drive traffic to the site, we developed an infomercial offering free online tanning sessions at computertan.com. This was sent out as an email to over 10,000 addresses. This was seeded across the web as well as key bloggers, together with an extensive national PR campaign. 25,000 flyers offering free tanning sessions were distributed and the film was displayed on 50 digital cross track panels in 10 London Underground stations and on 1000 London black taxi screens. Online banners were positioned on 250 key websites receiving over 17million page impressions. In a second wave of activity, an iPhone application was launched and sent out to our email database with further supporting online advertising. Describe the success of the promotion with both client and consumer including some quantifiable results: The site attracted over 402,000 visitors from 190 countries, registering over 1.5 million page views, with an average dwell time of 2 minutes 15 seconds. Since its launch, 262 blog posts have been logged. 7million people were exposed to CBS digital cross tracks, 700,000 more through London Cab vision and we achieved over 17million page impressions from online banners. Our PR campaign delivered national coverage in The Sun, The Independent, The Daily Express, The Guardian, on BBC News and on BBC Radio One. International coverage included 66 specialist stories varying from The New Zealand Herald, Fox US and Yahoo News. Explain why the method of promotion was most relevant to the product or service: Our core audience of 16-30yr olds are traditionally unresponsive to health-focused/charity messages. We needed to bypass their natural cynicism to get the charityâ?Ts message across.

ZUJI BEANS

Type of Entry: Best Integrated Promotional Campaign Category: Best Integrated Campaign Led by Sales Promotion Title: ZUJI BEANS Advertiser/Client: ZUJI Product/Service: TRAVEL BOOKING WEBSITE Entrant Company: HAPPY SOLDIERS Sydney, AUSTRALIA Sales Promotion/Advertising Agency: HAPPY SOLDIERS Sydney, AUSTRALIA 2nd Sales Promotion/Advertising Agency: THE HALLWAY/1220 Redfern, AUSTRALIA Creative Credits Name Company Position Happy Soldiers Creative Director Happy Soldiers Copywriter Happy Soldiers Art Director Jules Hall Group Account Director Tom Hull Producer Describe the brief from the client: Zuji, one of the world's largest online travel companies needed to drive more people to their website. They needed to get people thinking about booking a holiday when the world financial crisis was looming and saving money for a holiday was not at the top of people's minds. Describe how the promotion developed from concept to implementation: We came up with the strategy 'Helping Holidays Happen'. From there we discovered the best way to help people was to save them money for a holiday. We began creating everyday products and selling them at a very low price, this way people could save more money for their holiday. We began by producing Zuji Beans and selling them for just 10c a can. From our factory doors Zuji Beans were transported and sold in Zuji Bean shops throughout the country. The campaign grew to include above-the-line advertising, delivery trucks and even our very own Zuji Bean staff members. Describe the success of the promotion with both client and consumer including some quantifiable results: The first major shipment of Zuji Beans were sold out in the first month and as a direct result, the Zuji website recorded a 38% increase in search traffic. The website experienced the highest number of hits it had ever had in that time and Zuji Beans became a hit on over 3, 550 blog sites nation wide. After the massive success of Zuji Beans the client extended the â??Helping Holidays Happenâ?T campaign to include the entire Asia-Pacific region. With thousands of Zuji Bean cans now kept in cupboards across Australia, the Zuji brand is now literally a household name. Explain why the method of promotion was most relevant to the product or service: During the financial crisis people had forgotten about holidays as an option and we needed to remind them that Zuji was the brand that helped them go. With promotion we could be topical, saving people money with Zuji Beans when they most needed it. Promotion also allowed us to advertise to our market at the right time - when it was holiday season. The interactive nature of promotion allowed us to set up Zuji Bean shops and sell the beans, which enabled the Zuji brand to enter the food cupboards and households of consumers all across the country.

GAISFLOWERS

Type of Entry: Best Integrated Promotional Campaign Category: Best Integrated Campaign Led by Sales Promotion Title: GAISFLOWERS Advertiser/Client: IFK GOTEBORG Product/Service: FOOTBALL DERBY Entrant Company: ANR.BBDO Gothenburg, SWEDEN Sales Promotion/Advertising Agency: ANR.BBDO Gothenburg, SWEDEN Creative Credits Name Company Position Andreas Larsson ANR.BBDO Art Director Niclas Hallgren ANR.BBDO Copywriter Joakim Brinkenberg ANR.BBDO Account Director Lisa Wadell ANR.BBDO Account Manager Jonas Sjovall ANR.BBDO Web Director Erik Andersson ANR.BBDO Web Designer Per Tannergard ANR.BBDO Final Art Mattias Olsen ANR.BBDO Final Art Hakan Larsson ANR.BBDO Creative Director Welcom Ab Sport O Evenemang Christian Norling Describe the brief from the client: IFK Goteborg and GAIS, both from Goteborg, are two main football clubs in the Swedish Premier League. IFK Goteborg is the better of the two and has not lost a match against GAIS since 1992. Thatâ?Ts 16 years ago. On 1 September, it was once again time for the derby between the teams. But thereâ?Ts a problem when one team wins too often; the suspense disappears. And so do spectators. So what could we do in order to raise interest and sell more tickets the week before the big match? Describe how the promotion developed from concept to implementation: In order to sell more tickets we had to do something about the fundamental problem. Instead of just selling tickets we had to sell the whole idea with a derby. We had to get the thrill back in the game. ThatÂ?s why we decided to secure the opposition in the future. IFK Goteborg started a campaign where the money collected went to the GAIS youth team. We designed a pin, a flower, which was sold for the symbolic price of SEK 16 (Euro 1,5). All campaign units aimed to gather money for the GAIS youth team. We hoped this would give the derby a lot of publicity and help to sell more tickets. Describe the success of the promotion with both client and consumer including some quantifiable results: The week before the campaign started, we sold approximately 300 tickets a day. During the campaign we sold a total of 8,000 tickets, i.e. 2,000 tickets per day (266% over budget). With a very limited media budget, the campaign spread locally, nationally and became the talk of the town. More than 100 newspaper articles and television reports were made. More than 60 blogs commented on the campaign and over 1,000 comments written and 113 other websites referring to the campaign site. A campaign site was created and had over 13,000 visitors from 38 different countries. The collected funds went to the GAIS youth team; they bought 400 new footballs with the money. Explain why the method of promotion was most relevant to the product or service: Promotion helps us sell tickets right away. This year we really had to succeed. The thrill of the derby was gone and so were the spectators. But we couldnÂ?t just do a normal Sales Pomotion campaign. We had to sell the whole idea with a derby. We had to get the thrill back in the game.

STORE THAT SELLS HOPE

Type of Entry: Best Integrated Promotional Campaign Category: Best Integrated Campaign Led by Sales Promotion Title: STORE THAT SELLS HOPE Advertiser/Client: PORTUGUESE RED CROSS Product/Service: RED CROSS DONATIONS/HOPE Entrant Company: LEO BURNETT LISBOA, PORTUGAL Sales Promotion/Advertising Agency: LEO BURNETT LISBOA, PORTUGAL 2nd Sales Promotion/Advertising Agency: ARC WORLDWIDE LISBOA Lisbon, PORTUGAL Creative Credits Name Company Position Chacho Puebla Leo Burnett Lisboa Creative Director Erick Rosa Leo Burnett Lisboa Copywriter/Creative Director Renato Lopes Leo Burnett Lisboa Art Director/Creative Director Cristina Almeida Leo Burnett Lisboa Production Director AntÃ?nio Junior Leo Burnett Lisboa Graphic Producer AntÃ?nio Franca Leo Burnett Lisboa Graphic Producer Marta GuimarÃ?es Leo Burnett Lisboa Account Director Inês Almeida Leo Burnett Lisboa Account Director Renata Ferreira Leo Burnett Lisboa Account Executive Federico Bosch Arc Worldwide Lisboa Digital Producer MÃ?nica Rocha Arc Worldwide Lisboa Digital Producer Daniel Palma Arc Worldwide Lisboa Designer Tura Leo Burnett Lisboa Creative Advisor Hugo Lage Leo Burnett Lisboa Audio Visual Producer Describe the brief from the client: The Portuguese Red Cross needed to raise funds for its main causes during the Christmas Season. We decided to promote the sale of a new product: Hope. For that we built a retail store inside a popular shopping mall in Lisbon. To sell Hope, a product you canâ?Tt see, touch, wear or hear. But feel. And promote as the perfect gift alternative for this Christmas. Describe how the promotion developed from concept to implementation: Once the idea of selling Hope was born, we searched for the perfect spot in a popular shopping centre. Architects, engineers, creatives and the client, together built it in record time. We promoted the the sale of Hope just like we would with a regular Store. But with the emphasis on the fact people could buy Hope. At the end, the goal was to have people feel the experience of shopping. Because even though they left the store with their hands empty-- they would leave with their hearts full. Describe the success of the promotion with both client and consumer including some quantifiable results: Hope became the perfect gift alternative this Christmas. The promotional efforts led to hundreds lining up to buy Hope on opening night and the Store reached the Mallâ?Ts top ten in sales in the first day. Due to the success there are solid plans to open new stores in Portugal, Spain and wherever thereâ?Ts a Red Cross. And finally, to promote the sale of Hope was to promote the Red Cross, which has now risen remarkably in terms of awareness. After all, selling Hope has definitely changed the way people see the act of giving. Explain why the method of promotion was most relevant to the product or service: It was a Store that sold a product you cannot touch or see. And it was surrounded by dozens of actual stores with thousands of products. All that inside a mall during the busiest shopping season of the year. So, the promotional effort of advertising Hope as a gift alternative for Christmas, as a product proved to be just right. Because people embraced the idea and identified the Red Cross as part of the shopping experience. Also the way Hope was promoted was crucial to the success. With different sizes, values and kinds as they related to the different causes.