CAMPAIGN MEDIA AWARDS 2000: THE CARLTON AWARD - Best Use of Television and/or Cinema - Winner: No Kangoo. No can do

campaignlive.co.uk, Friday, 01 December 2000 12:00AM

WINNER

WINNER

Title: No Kangoo. No can do

Media Agency: Optimedia

Media Director: Greg Grimmer

Group Director: John Antoniades

Creative Agency: Publicis

Creative Director: Gerry Moira

Account Director: Tim Grace-McDonald

Account Planners: Lucas Jones, Natalie Fellowes

Client: Renault UK

Brand/Product: Renault Kangoo

Marketing Director: Tim Mack



COMMENDED

Title: Rennie

Media Agency: MediaCom TMB

Board Account Director: Fraser Riddell

Account Directors/Media Planners: Fraser Riddell, Steve Guddis

Creative Agency: Bates UK

Account Director: Barry Burke

Client: Roche Consumer Health

Brand/Product: Rennie

Marketing Director: Andy Wines



RENAULT - NO KANGOO. NO CAN DO

Optimedia faced the challenge of devising a media strategy that would sell 2,000 Renault Kangoos over 12 months without the aid of an above-the-line advertising budget.

Given competition in the marketplace for compact people carriers, it was decided that the focus should be on creating a personality for the brand.

Optimedia set out to find a media property that was fun, clever, versatile and accommodating - all Kangoo's brand attributes - and chose Channel 4's The Big Breakfast.

A week-long competition was devised in which one winner would win five cars - one for themselves and four for family and friends. All those who called in to enter were offered a test-drive. The sales target was met within six months and the brand received 60 minutes of on-air promotion - equivalent to pounds 1.1 million in airtime value.



RENNIE

MediaCom TMB set out to research the causes of indigestion and established that more than 80 per cent occurs within two hours of eating. The agency then researched when the UK population eats and adapted its media strategy to hit people when they were suffering. The resulting sales uplift was three times greater than any achieved in the past seven years, on a reduced ad budget.



This article was first published on campaignlive.co.uk

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